Roger's Chocolate

ROGER CHOCOLATES

INTRODUCTION

Roger’s chocolates have his history way back from 1885, where the first Roger’s chocolates were made by Mr Charles “Candy “ Rogers. Since then Rogers chocolates grow rapidly and become one of Canada’s premiere chocolate makers. It has now 10 retails stores, several hundred wholesale outlets, and a 20,000 square foot factory.

Roger’s Chocolates mission statements state that they are committed to producing and marketing fine products which reflect and maintain their reputation of quality1. Indeed that Roger product were in highest quality and all hand wrapped that had make them won several award in Canada and also won over a sustainable amount of royalty customers.

THE PREMIUM

CHOCOLATE INDUSTRY

The Premium Chocolate industry has grown by 18% over the past year, as some traditional chocolate brand like Godiva, Nestle, Cadbury were moving to provide premium chocolate. The just-food Global Market Review of Premium Chocolate - Forecasts to 2011 predicts the global premium chocolate market will grow to around US$12.9bn by 2011, from $6.95bn in 2007, on the back of growing awareness of premium chocolate, a widening consumer base, increasing consumer willingness to trade up, and continued emphasis on new product development by many of the world's leading suppliers2.

Premium chocolates has change it target audience from senior citizen, one with heavy pockets to those teenage and kid. The customer expectation for premium chocolate had change over the year where fine taste, health conscious and low fat chocolates are what the demand now. Roger’s chocolate should maintain it high level of standard quality and the same time provide different high quality range of premium products, like organic and low fat chocolates.

COMPETITION IN THE PREMIUM

CHOCOLATE INDUSTRY

The competition in the premium chocolate industry is high, it is due to larger chocolate manufacturer has also producing premium chocolate and customer expectation of...