Chapter 18: Sales Promotion and Personal Selling

Godiva's Rewards Card is an example of Sales Promotion:

REWARDS CLUB MEMBERS ENJOY:

• 1 Free piece of Chocolate every month 
• Spend $20 and receive a free gift the following month  
• FREE standard shipping for one online order 
• Exclusive offers every month

In addition they receive monthly e-newsletter with member-only offers & new product announcements.

This Month exclusively to Rewards Members for every 30 dollars they spend they get a free apron.

Reward members on their birthday's receive an online coupon getting $10 off their entire purchase.Also members receive their monthly free piece and a second piece for their birthday.

Holiday Promotions

With the holidays coming up Godiva has been doing this promotion for about couple of years it does so well that they are bring it back for this upcoming holiday season. For every 50$ you spend at Godiva you will receive a 10$ gift card to be used the day after christmas; the 26th of December that's when the holiday things go on sale and Ends February 1st.It's a way of say "Hey you're buying all these things for others why not treat yourself after all this giving". It does bring in more customers after such a rush during the holiday season. Once a customer came in with at least 200 dollars in 10$ gift cards during this time Godiva sales decrease but all the spending during the holidays gives them the opportunity to have such promotion.

Corporate Promotions

Promotions Occurring now: 

Purchase 3 Large Godiva bar/ tablets for 10$ or 4 Small ones for 10$

Original prices of Larger Bars :$ 5.00 

Small Bars : $3.25

Only at Godiva Boutiques.

Chapter 17:Advertising and Public Relations

 Advertisting:         

            Godiva introduced a campaign that carried the theme “the golden moment.” The campaign, with a budget estimated at $3.5 million to $4 million, is the first work for Godiva from its new agency, Lipman in New York.

The campaign, composed of print and out-of-home advertising, it does not seek to reposition Godiva as an alternative to Hershey or other mass-market candy brands. Nor does it suggest, as so many ads for upscale products do these days, that Godiva is a good value.

Rather, the campaign seeks to explain why Godiva is still worth buying during tough times (recession era), using an emotional appeal to make the case that a brief respite to indulge oneself “the golden moment,” as it were  is as desirable now as it was when the Dow was at 14,000.

Public Relations

Held a charitable auction celebrating the influence of taste and style as it is passed from general generation. Pairing mothers and daughters, and proteges and mentors to benefit a variety of causes, Godiva looks forward to continuing the success of last years auction.

During Fashion Week in New York, Godiva gave sleep deprived and malnourished fashion folk a sugar fix with chocolate deliveries. Editors were able to pick from elaborate menu of goodies and place order for chocolate dipped strawberries,macaroons,berry dessert cups, and banana strawberry kabobs.

Chapter 15: Retailing

Godiva Chocolatier Boutique's are Specialty stores specializing in premium chocolate.They call themselves Boutiques so when people think about Godiva Boutiques they associate it with sophistication and the specialization of clientele. Godiva's overall goal is to deliver a unique experience based on individual shoppers or customer segments; to maintain personal relationships with their shoppers; their businesses thrived on repeat customers, and the only way to foster the relationship is through understanding a customers needs and preferences; The Godiva Way.

What is the Godiva Way? 

• Greeting: " Hi, Welcome to Godiva. What brings you in today?"
• Ask open ended questions:  " Are you shopping for any special occasion?"  with this Godiva feels that customers won't shut down immediately given that sales associate the opportunity to ask more question and provide the customer with what they are looking for.
• Information: Asking question and providing customers with knowledge on the product you can tell whether of not that product is for them.This is when you explain the chocolate self life. Being savvy on each product alway helps sell and impressed the customer. 
• Sample to Sell:  Helps introduce Godiva to those who haven't tried Godiva/ Helps Introduce a new product; Example: the new cake truffles./ Helps buy convincing the customer to buy more then originally planned. 
• Always direct customer to High priced Items first then lower priced. 5 out of 10 times customers go with the first Item that is shown to them. 
• Add ons: If a customer is buying for someone other than themselves state that they should self treat themselves with a chocolate dipped strawberry or any of the lower priced items. If they are Self treating then show them to any new product of promotion to increase sell.
• Ask if they are part of our loyalty program a way to bring in customers again.
• Finally always welcome back the customer. 

Chapter 6: Consumer Decision Making

Importance of understanding cosumers behavior.

• A CHANGING CONSUMER MINDSET 

When people think of Godiva, the words that come to mind first are “WOW,” “LUXURY” and “EXPENSIVE.” Because of the ailing economy, consumers were more likely to give up things that they felt were luxuries and, as a result, Godiva’s sales were soft. Through various exercises and assignments members completed, the community brought to life the changes in behavior such as shopping habits, gifting patterns and “self-treating” in the midst of the recession. From this work, it was clear there were two key themes at play that were changing how members were interacting with the brand-accessibility and affordability.

Cultural Influences on Consumer Buying Decisions.

Understanding Consumer behavior and Consumer Decision-Making Process.

(During the Recession Era) 

Accessibility: While members love eating Godiva, they were reducing their visits to the mall, where the majority of Godiva Boutiques are located. At the same time, competitors were making premium chocolate available in more locations where consumers shopped often such as Grocery and Drug Stores. This allowed members to self-treat with other premium chocolate brands more often. 

Affordability: Members were budgeting more than ever before and therefore seeking premium chocolate at a value. The majority of Godiva consumers gift the signature Godiva Gold Ballotin for “Special” Occasions to people they have an intimate relationship with (Valentine’s Day, Birthdays, etc.)the Gold Box communicates that they spent money on the recipient because they are worth it. However, members were also starting to seek more affordable premium chocolate to gift to people they were not close with, but still wanted to impress (e.g., Mail Carriers, Teachers, and Co-workers). The members helped Godiva uncover this “Casual Gifting” behavior that was a gap in their portfolio, especially in the accessible channels where they were not participating.

Listening further to community members, Godiva’s big “ah-ha” came “wrapped” in a small package. Their members’ interaction with Lindt and Ghirardelli uncovered the biggest growth engine in their portfolio—individually wrapped chocolates. Community members talked about how often they like to share Lindor Truffles and Ghirardelli Squares with everyone at home, at work, at parties etc. In-depth discussions revealed that members don’t always like to share the unwrapped chocolates in the Gold Ballotin with people not close to them. By wrapping Godiva chocolates individually, Godiva could now tap into a common behavior already happening in the category sharing. Importantly, Godiva then took the bold move of putting these individually wrapped chocolates in the Channels where consumers habitually buy them most often Grocery and Drug Stores. And because Godiva Gems are more affordable, they allow consumers to not only self-treat daily, but also “casually” gift to people they are not as close with but want to impress.With the community validating their ideas about how to meet consumers’ needs, Godiva had the confidence to move ahead.

The Godiva Gems platform was launched globally in September 2009. In North America the launch took place in Boutiques, Department Stores, and for the first time ever in Grocery and Drug Stores, and in all of Godiva’s Boutiques in Japan, Europe, Pacific Rim, and China. Gems are little Truffles, Caramels and Solid Chocolates that are individually wrapped to enjoy anytime, anywhere. Perfect for savvy shoppers who appreciate the highest quality chocolate at an affordable price, Godiva Gems are delivered in a Godiva-worthy way—quality chocolate, in vibrant packaging with colorful wrappers that have a “Touch of Gold” to remind consumers that it is the Godiva quality they know and love. Godiva Gems not only meet consumers’ affordability and accessibility needs