godiva presentation slide
TRANSCRIPT
Prof. Dr. Samsinar Md. SidinProf. Dr. Samsinar Md. Sidin
Goh Qi Rui (GM04596)Loh Mee Yoon (GM04496)Nurjeehan binti Ayub (GM04697)Leong Choi Li (GM04473)Wong Hor Yan (GM04518)Elizabeth A/P Asiravatham (GM04575)
Goh Qi Rui (GM04596)Loh Mee Yoon (GM04496)Nurjeehan binti Ayub (GM04697)Leong Choi Li (GM04473)Wong Hor Yan (GM04518)Elizabeth A/P Asiravatham (GM04575)
Goh Qi Rui (GM04596)Loh Mee Yoon (GM04496)Nurjeehan binti Ayub (GM04697)Leong Choi Li (GM04473)Wong Hor Yan (GM04518)Elizabeth A/P Asiravatham (GM04575)
Goh Qi Rui (GM04596)
Loh Mee Yoon (GM04496)
Leong Choi Li (GM04473)
Wong Hor Yan (GM04518)
Nurjeehan binti Ayub (GM04697)
Elizabeth A/P Asiravatham (GM04575)
Famous chocolate brands in the world from Belgian.
It has achieved remarkable success through building its image of high quality hand-made luxurious chocolate and selling it at a premium price.
In year 1974, Campbell Soup Company acquired Godiva chocolate into their business portfolio.
In July 1991, Godiva International is having
a fantastic turnaround.
Its quality and luxury image, Godiva
International is experiencing great success
in its international market.
Godiva also face huge challenge in market
like Germany.
In its home market, Belgium, not only it
failed to compete with its major competitors
Leonidas in terms of market share.
Competitors Analysis Leonidas
Different business model with Godiva Machine-made chocolate at valuable price
(360/kg vs 1080/kg) 2.6 billion francs sales and dominant
market share in U.K., France and Belgium Better known as typical Belgium
chocolate, attractive pricing and better taste
High self-consumption rate compared with Godiva 48% compared with Godiva 24.4%
Cont.
Neuhaus Similar image and positioning with
Godiva High price, high quality, nice packaging
and beautiful boutique Significantly lower market share, brand
awareness and global presence
Local small confectionary Better knowledge in local market Easier to adapt with local culture and
preferences
Cont.
S.W.O.T Analysis
Strengths High Quality product and image
Godiva is able to produce high quality products and let consumer perceived their product is very high in quality and prestigious compared with its competitors
Strong parent company High global presence Belgium Origins Strong and widespread distribution
channel
Cont. Strengths
Strong parent company
Cont.
Strengths High Quality product and image Strong parent company High brand awareness Belgium Origins Strong and widespread distribution
channel
Cont. Weaknesses
Underutilized Production capacity High production cost
Handmade chocolate cost 7 times more than machine-made chocolate
Cannibalizing brands Similar positioning of Corne Toison d’Or
and Godiva product
Cont.
Opportunities Current market growing rapidly Absence of competitors BRICs markets Worldwide Growing Chocolate
Consumption
Cont.
Opportunities Current market growing rapidly
Japan – 54.2 % United States – 45.1 %
Cont.
Opportunities Country with expanding market Absence of competitors BRICs markets Worldwide Growing Chocolate
Consumption
Cont. Opportunities
BRICs Market
Cont.
Opportunities Worldwide Growing Chocolate
Consumption
Cont.
Threats Grandmotherish Image
Fail to capture new customers nor stimulate current customers to buy more
Apathy towards hand-made chocolate Some markets respond negatively to
premium price hand-made chocolate, especially Germany and Holland
Formation of European Union Lose control over the product price
1. Maintain Status Quo
Advantages
Luxury Chocolates
Drawbacks
Loss market share to
competitors
2. Produce More Machine-Made
Chocolates
Advantages
Depress Price and Compete with Leonidas
Pull down Production
cost
Produce more and
Fully Utilizing the excess capacity
Capturing more market
share in Duty-Free
Market
Higher Gross Margin
Image on producing luxury and high-end product will pull
down
Bad Impression
Drawbacks
3. Develop Corne Toison d’Or
Strengthen Godiva’s position
Increase Godiva’s consumption rate
AdvantagesFully utilize the excess capacity at
Belgian factory
Capture additional consumers
Capture more of Belgium
market that is saturated
Lower the production
cost
Increase share in
global market
Accommodate both higher
and lower end market
Drawbacks
Alternative
WHY?
Plan of ActionShort term implementation
- Godiva- Corne Toison d’Or
Long term implementation- Godiva- Corne Toison d’Or
Short term implementation
Corne Toison d'OrCorne Toison d'Or
immediately change its brand image
market in Germany, Belgium and Holland, where the Godiva image failed.
We had define ten method of repositioning of Corne Toison d’Or chocolate .
Positioning
Tasty, energetic, high quality yet valuable products from Godiva
Consumer Benefit
For any occasion or consumed as an afternoon snack
Low-calorie chocolates Target Customers
Teenagers and young adults aged from 16-35 Product
Corne Toison d'Or will be 100% made from machine in factory in Belgium
PricingPriced at lower than Leonidas
Packaging Repackage the Corne Toison
Promotion At the supermarket, free sample of Corne Toison
Public Relations sports star and sponsorship for local sports team
Advertisingschools and colleges, internet and teenagers magazine
Retail distribution launch the brand as a new and improved product across the existing 40 retail stores
Long term implementation
GodivaGodiva
Continue its market development strategy
Introduce luxurious and prestige chocolate praline globally.
Cooperating with major player like Starbucks
Corne Toison Corne Toison d'Ord'Or
Follow Godiva expansion path to develop globally
Utilize the knowledge and experience from Godiva
complement Godiva products
Market Research
Contingency Plan
More machine-made chocolates