Homework Week 7

Homework week 7

1. What are the brand values of Theo Chocolate?

Organic, Fair – Trade, Bean – To – Bar chocolate factory in the US;

Using special, incredibly delicious agricultural cocoa beans to make higher quality chocolate;

Sustainability;

Using only pure ingredient and green energy sources;

Partnering with growers by ensuring they earn a living wage and caring about environment.

2. Is it valid for Theo to attempt to be the Starbucks of chocolate? What would that mean for Theo, exactly?

Several years in the future, it is not valid for Theo to attempt to be the Starbucks of chocolate. First, because of the higher price of organic cocoa beans, Theo is hard to occupy the most market share. Second, shifting people’s perception takes a long way to go. Third, many strong competitors have occupied market for several decades. It is difficult for new extrant to shift the whole industry. Forth, the success of new perception must base on taste. Theo must innovate new and delicious chocolate that relavent to its values in order to popularize its perception.

3. Theo consumer brand

a) What should the objectives be for the Theo consumer brand over the next five years?

Defining profitable target consumer;

Conducting effective channels to reach target consumer;

Expanding the influence of factory store;

Making profit while preserving its principles.

b) Based upon your choice above, how should Debra Music manage the consumer brand? What marketing and sales tactics should she employ to achieve these objectives?

The final goal of Theo in the future is making profit. In order to achieve the goal, the first crucial step is to define profitable target consumer. Theo’s current target consumers ---- people younger than 40, were educated, and/or eco-minded ---- has not been profitable. Conducting plans to collect and analyze psychological and demographical consumer information, figuring out their preferences and which group of consumers is...