Godiva Chocolatier

Godiva Chocolatier and Godiva Gems

1) Define “the product” offered by Godiva. Identify the different levels of the product. Discuss the attempts made by the management to come up with augmented product.

Godiva brand works very hard, trying to present to their customers all the best, the highest and premium quality in Belgium chocolates, and also is important to know that all this chocolates are handcrafted. Looking to achieve all their goals the company makes and sells lots of delights like for example bonbons, truffles, flavored coffee, cocoa mixes, cookies, ice creams, and liqueurs.

Godiva is well known in nearly all over the world and has always been an admired brand by its golden boxes. These golden boxes are the best of the company, but sometimes its price could be so expensive and not everybody could enjoy with the Godiva chocolate, so that were the main reason for Godiva in 2009 to go mass market and introduce a lower-priced line named Godiva gems, a new line of chocolate more affordable or accessible.

2) Do you think that the Godiva brand could be damaged after the introduction of the new product to the lower end of the market? Do you see any risk of cannibalization of this line extension for the existing product line? Why or why not? Discuss.

We don’t think that the new line of chocolates introduced by the company, Godiva Gems, could be damaged, because, how we can read in the text, Godiva is not abandoning the high-end market, we think that the new line isn’t cannibalization case we can understand that this position is the best way to be a good known brand, and by this way everybody can known the name of GODIVA and the quality of its product, it’s the best thing to achieve, almost everybody who like chocolate, the most accessible product, try and enjoy this chocolates and if these customers like Godiva gems, for sure they are going to continue buying Godiva gems, and later the possible option could be start trying the other...