Godiva Chocolatier

Godiva Chocolatier

Unit 9

Dawn Crowley

Kaplan University

MT 209-05

Professor Robin Argo

June 18, 2010

The following paper, designed to dissect the four components of the marketing mix for Godiva Chocolatier is a means of taking a closer look at the market techniques used by Godiva. Another purpose is to examine any changes that could be beneficial to the future marketing to Godiva product, pricing, placement and promotion.

Godiva Chocolates has always been associated with affluence and luxury. Prices are usually very costly. Due to this fact, the products are marketed in high-end stores. Promotion, tied to the golden box, in which the chocolates are packaged, are recognizable throughout the world. Joseph Draps founded Godiva Chocolatier, in Brussels Belgium in 1926. ("History of godiva,”) In 1940, the first Godiva shop opened. The name Godiva originated from Lady Godiva, well known as the legendary woman who rode naked through Coventry England on horseback to protest high taxes. It was his wife’s idea to use this name and Joseph agreed. ("Godiva chocolatier, inc,”) The company, acquired by a wholly owned subsidiary of the Campbell Soup Company in 1966, and has been incorporated, since 1926.

Let us begin by discussing the product. Godiva is one of the creators of the worlds most aristocratic and hand designed chocolates. ("History of godiva,”) These chocolates, classified as a specialty product, mean people will go to great lengths to obtain them. Keep in mind that Godiva has large variety of specialty items to offer the consumer, such as truffles, biscuits, cocoas and a wide range of chocolate from milk to dark to white. They also introduce a liqueur in 1993 in conjunction with Seagram’s and a line of biscotti cookies in the 90’s ("History of godiva,”) They also have an extensive gift collection. ("Chocolate gems,”) This is the width or range of the product. The product is also in the maturity stage. This means that adjustments in marketing...