Roger's Chocolate

style by offering non-sugar added chocolate. People also put strong image to the company that practice good corporate social and environment responsibility.

Therefore, the premium chocolate players that will remain in the market are only those who could ride the changes and rise above the expectation of consumers because brand and quality play a significant role in customer purchase decision.

3. Key Success Factor in the premium Chocolates Industry

3.1 Understanding the Consumer's Needs

The company must understand that they must have the features required by the consumers.

For premium chocolate consumers, their reasons in buying are for themselves or for gifts. The first thing in the consumer mind for the products is the taste, and then packaging, shopping experiences, and the price.

Rogers Chocolates has earned a reputation as one of Canada's premiere chocolate makers and many consumers stating that Rogers' is one of the best chocolate they have ever tasted (Customer Review 2010). The retail stores create a unique costumer experience with the aromas and image of the store and one of the friendliest staff. Since the premium chocolates serve as a gift either individually or as corporate gifts in special occasion then their packaging need to be unique and attractive. The Rogers packaging are appealing and other competitors are trying very hard to improve theirs.

Another 30 percent of Rogers's costumers are wholesale distributors and stores. The relationship that Rogers maintains with these customers has been essential to the growing success of the company. They have to strive to provide competitive price, great customer service and inventory in a timely manner.

3.2 Brand Awareness

Rogers' Chocolates had a brand share of approximately 6% out of $167 million Canadian Chocolates market in 2006. Consumer pay premium price for premium chocolates and this fact can be looked intimidating to the retail and wholesale customers who are unaware of the brand and...