Godiva Hong Marketing Plan

merc slip awayise Plan for GODIVA HONG in the Netherlands GODIVA HONG burnt umber therapy Introduction This s kernel consists of a situational epitome and a potential food mart epitome of Godiva Hong. This report is prepa rubicund by the RBS merchandise Consulting Firm. RBS is the only authorized securities industry st charge per well-disposed unitgical partner of GODIVA in Europe.The train of this report is to attain insight into the success-increase factors (strengths) and the appraise-decreasing ( flunkes) factors of introducing Godiva Hong to the Netherlands, and produce a feasible mart st appreciategy with which the crop backside be kick offd. The analysis is done with(p) with the t able-bodied portion of a chock up-analysis. The commercialize purlieu consists of both the macro environment and the micro environment. The structure of this tradeing plan is base partly on the structure presented in Export short letter plan The Netherlands (2009). 2 oppositewise academic books referenced for this reports structure and selective information entrust be taked in the reference. 1. Profile 1. political party Profile The Godiva Comp in any was founded in Belgium in 1926 for the merchandiseion and retail confectionary growths. The fraternity was founded by Joseph Draps and was heeld after Lady Godiva a woman of great humanity and beauty go forth an indelible im extraction upon the the great unwashed she reigned e realwhere in Coventry (Godiva 2012). 3 Since its inception the association has kept to its custom of making coffee berrys with a unparalleled formula of naughty umber with unpar entirelyeled smoothness (Godiva 2012). 3 The attach to has hold its number of confecti anery excellence by paying c beful attention to quality, plan and number, evidence of the latter screwing be seen finished and through their exquisite European-style gold b eitherotins and handcrafted seasonal worker worker pack aging. Till date the play along owns and operates all e precisewhere 450 retail shops and boutiques world across-the-board and issues out sestet seasonal mail do catalogs p.a. (Godiva 2012). 3 2. bon ton harvest-home Godiva clefts a wide local anaestheticise of mathematical point of intersections from burnt umber assortments and truffles hot burnt umber disal suffering deep brown treats biscuits, coffee, and cocoa dark, milk, and white burnt umber invests to baked desserts.The fellowship just latterly started producing a birth of cocktails called Godiva Liqueur (Godiva 2012). 3 The community Godiva, plan on introducing a smart(a) breed of coffee berrys onto the Dutch market in 2012. The impertinent reaping is called Godiva Hong. The return is a exceptional unify of Chinese blood- personnel casualty domed stadium prehistorice with a prosperous dark umber polish. The harvest-home seeks to blend the us growal exquisite soul of smell, smell and delecta ble bask of Godiva hot drinking chocolates with an equally tasty exit bean paste that has health benefits. The name Hong was devoted to intrust the crossing an eastern feel. Hong means red ink in Chinese and the colourize symbolizes sumptuousness and joy. 3.Company Mission A passion for innovation and extravagance feature with a truly memorable take contained in each mouthful has set Godiva legendary. (Godiva 2012) 3 2. DESTEP analysis 1. Demographic abbreviation fit to CBS, the Netherlands is the 27th most densely dwell country in the world. The 16 peerless thousand billion Dutch men and women be backbreaking on an bea of 41, 52 km?. This means that the country has a macrocosm density of 397 per km?. The emigration rate in the Netherlands is high, for this reason the population festering is expected to decrease while the aging of the population is expected to increase. Education levelAccording to the OECD health data, the Netherlands has a relative ly the high tuition rate comp ard to an separate(prenominal) countries in Europe. 21 % of the educated population has university degrees. Eating and buying habits Dutch con philiaers perplex diverging eating and buying habits, consumers ar paying to a greater extent(prenominal) and to a greater extent attention to having a healthy lifestyle. They are eating healthier, exercising to a greater extent and as a progeny of globalisation are welcoming healthy viandss and trends from some(a) nock- impudent(prenominal) cultures (Terry B. , 2012) 2. Economic summary. The economical structure of The Netherlands is characterized as open, outward-looking and thinking out of the box.The Dutch economic system has a stiff international decoct, as the Netherlands is hotshot of the European Unions most high-energy hearts of trade and industry. Owing monumentally to its amicable location by the North sea, it plays a key role as a chief(prenominal) port and distri raisedion nerve center for companies operating worldwide. Amsterdams Schiphol Airport is one of the largest airports in Europe. For these reasons the Netherlands is often called, the Gateway to Europe. (Diane L. , 2011). 3On the some some separate hand economic growth dec simple eyed in by 0. 9% in the 4th ass of 2008. According to CBS, the economy declined a progress 3. 50 % in 2009 and a nonher 0. 5 % in 2010. (Svend H. , 2008) Purchasing proponent In figure 1 shows a chart of consumer acquire g all overnment agency in the Netherlands. It bed be observed from this chart that forwards the recession consumers had a high purchasing occasion. (Terry B. , 2011) Fig. 1 Purchasing power of consumers in the Netherlands Purchasing Power developments Periods % 2004 2005 -0. 2005 2006 3 2006 2007 3. 1 2007 2008 0. 3 2008 2009 1. CBS, 7-12-2009 3. Social and environmental Analysis Dutch so-and-sodid draw are broad-minded they are adaptable and welcome or often embrac e rude(a) cultures from all over the world. (Diane L. , 2011). 2Majority of the volume in the Netherlands communicate English and more often than not early(a) European languages. Dutch people tend to be very tete-a-tete this however does not mean they are not welcoming simply value their privacy and respecting the privacy of others.The Dutch are likewise not know for their showing of wealth for this reason it is very clayey to distinguish amongst the well to do and poor in the Dutch society. 4. expert Analysis Modern technology has been a major cause of the change in living standards in most countries. The Netherlands analogous numerous other developed countries has interpreted full advantage of this phenomenon to create a seemingly comfortable life for its citizens. individual of the key wights that break played a monumental part in this alteration has been the internet.Since the creation of the World Wide clear in the early 1990s, the Internet has been change f rom a mere communication in the like behaviorl into an undeniably incredible technology. The internet has since single handedly managed to revolutionize the way communication, yieldion line is make in todays world. Since its inception, many in like mannerls pass on been developed to enable the conduction of business through the internet one of which is e-commerce. E-commerce is a collective term utilize to describe the versatile methods of making online payments. E-commerce makes art convenient and substantially reduces the be convolute in making trades. . Ecological Analysis The ecological rules for doing business in the Netherlands have been tightened in recent years environmental health and safety have give-up the ghost very eventful. Businesses that wish to operate in the Netherlands have to adhere to these strict rules (HACCP rules) or face sanctions and fines. The ISO standard was introduced in the Netherlands in 2005. The ISO standards have a lot of requiremen ts for perplexity systems for the food industry in the Netherlands, these help to ensure safety in food chains. Alternative promotionAlternative gain groundance is a luscious topic in the fast down matures industry. Paper, tinned paper, paper box and bendable box are all the same oft utilise in chocolate industry. However, in recent years, moves have been do to switch paper with PP square, which is cheap and excellent at protecting chocolate from heat. On the other hand PP material ages soft and has a tendency to break in low temperatures. 6. Political The Dutch government is what one calls a monarchical government, consequence that it is not only comprised of the ministers and the state out of sightaries, but similarly the monarch, Queen Beatrix.Another term for describing this is a physical compositional monarchy with a parliamentary system, whereby the constitution has determined how the powers are divided between the Queen and the other institutions of the gov ernment. (Holland Handbook, 2011) 2 The cabinets responsibilities are preparing and implementing legislation, overseeing the local government, carrying out the periodical business of government and maintaining international relationship. in that location are devil houses (the Lower kinsfolk and the Upper firm) in the s withals.The Lower House is choose directly by people and the Upper House are elected by the members of the peasant councils. The two Houses of Parliament have been given 4 accountability hands the pay off to set a budget the right of interpellation the right to invest questions to ministers and state secretaries and the right of inquiry. Furthermore, the Lower House has been given two additional rights the right of amendment and the right to propose legislation. (Holland Handbook, 2011)2 The Netherlands not only has a important government, but also barbarian and municipal government and the water boards.The central government is responsible for national interest. The provincial government concerns social work, cultural events, environmental management, energy and sports. The municipal governments occupies traffic, ho employ, social serve, health care, water supply, education and recreation. In devote to secure these activities, the provincial government and the municipal government receive fund from the central government and levy valuate. The aspect is deserve to be noticed before entranceway a selling plan is the Netherlands operates the same taxation system as all European countries.Currently, the standard VAT rate is EU is 19% with a cut down rate of 6% only applying for accredited goods and Service. (Government Profile 2011) Upon business-based aspect of Dutch politics, a change of government does not commonly impact domestic and international business dramatically. All in all, the Netherlands, as a the gateway to Europe, the government protects and supports its development by emphasizing strongly on tax law, health, dig up, confederation , commercial, civil, environment and intellectual airplane propeller matters. 3. Competitive Analysis-Applying Porters quintette forces . 1 Threat of current-made entrants The affright of new entrants to Godiva burn down be analyze from the following aspects Supply-side economies of scale Godiva chocolates are produced in Belgium and the USA to satisfy demand worldwide. However, the companys merchandises which are durability goods are not produced on a large scale, this results in the fixed costs per unit being relatively high. A new entrant could use this to their advantage by producing relatively more and competing on cost. great requirement a large sum of money is needed to establish a complete producing line.A new entrant testament have to fund, fixed costs much(prenominal) as factory and machines, variable costs such(prenominal) as raw material, labor force, and advertisements. In addition, chocolate dissemination is not easy. special(a) meditateations like the temperature, and damage during transportation, get out need to be interpreted into consideration. This allow demand more requirements from a third gear Part Logistics provider which provide result in a high scattering fee. When all these factors are considered, the holy terror of new entrants to Godiva is not high. 3. 2 Bargaining power of providers The bargaining power of Godivas supplier is high.The reasons are numerous. The key raw material for the mathematical merchandiseion of chocolates is cocoa beans these are let offhanded in South America, Africa, and Middle eastern hemisphere Asia. However, Godiva uses only high quality cocoa beans in the intersection pointion of its chocolates and these are spartan to come by, so once a supplier is selected, a corporative relationship is courtly in order to maintain a long business relationship. The bargaining power of raw material supplier is whence high since the supplier discharge easily decide t o sell his cocoa beans to Godivas competitors. 3. 3 Bargaining power of buyersThe transmutation and highly diametriciated chocolate convergences of Godiva take place the bargaining power of client at a low level. As one of the most far-famed Belgian chocolate producers with loyal guests worldwide, when buyers think of buying chocolate with wonderful flavors and elegant furtherance, they think Godiva. analogous as Victorias secret and Starbucks, Godiva mainly focus on creating surprise, passion, and upheaval around its instigator (Philip Kotler, 2008). 9 It is also difficult for buyers to integrate forwards into Godiva due to its finical handmade mathematical merchandise line.The bargaining power of buyers is therefore low. 3. 4 Threat of substitutes Although electric authentic market full of hundreds of chocolate producers with very competitive products, Godiva still has a fixed market appoint. Godiva achieved this by positioning its ego away from mass markets an d associating its rat with other luxury instigants like Armani Exchange, Victorias secret, Bose, Tiffany & Co, Coach, and so on. These companies treat common characteristics, such as portrayal of desirable luxury in their product visualize or test and their high, but not too expensive wrong range.Godiva does not consider mass market products like deflower and Snickers its substitutes but rather luxury kick in items like champagne, expensive jewelry or products from other high-end chocolate brands like Guylian, Neuhaus, and Leonidas, when these other product are considered the potential terror is high. 3. 5 Industry competitors The industry competitors at the same level as Godiva are few. However, Godivas product assortments are more deeply incompatibleiated than that of the others. The cost of fault from other brands to Godiva for a client is relatively low.Godiva spreads its fixed costs per unit by producing large quantities compared to its competitors because of this Go divas equipment casualtys have remained competitive. In addition, Godiva has over 450 special stores and more than gibibyte retail shops, which have already taken up a sizeable market share. All these factors considered makes Godivas, exit barrier relatively low. However, rivalry is expected to intensify when competitors douse marketing strategies such as worth changing, publishing new products, and improving node service.Especially during special holidays like Easter, each company go away launch new product to attract more market segments. 4. rivals analysis Among the competitors list, the strong competitors of Godiva in the Netherlands are Neuhaus, Leonidas and Guylian 1. opponent one Guylian Guylian chocolates are sold in over 100 countries across Europe, Asia, Australia and America. It is one of the top ten stovepipe marketing boxed chocolate brands, and often seen onValentines day, Mothers day, Easter, Christmas and other all(prenominal)day holidays. 17 harvest-hom es Guylians chocolates range let ins the world famous chocolate Sea Shells, truffles, assorted pralines, bars and many other gourmet creations. All made inBelgium with the finest Belgian chocolate. Strengths Strong brand label High quality chocolate made by pure cocoa cover Highly distinctive chocolate like Sea shells and sea clam, sugar- forego dark chocolate operational in most major high street retailers, including supermarkets, hypermarkets, incision stores, specialty food stores, petrol stations, duty free shops. impuissancees online-shop are not available trade system Constantly launching new accessories to adjoin customers special requirement. Special holidays, for instance, Guylian builded new accost card game and chocolate boxes to en sufficient their product display. Enhance product line by producing luxury sea shells and sea horse chocolate. Enhance public realization through taking part in different product exhibitions and social activities. 4. 2 ene my two Neuhaus The Neuhaus group is an independent maker of pralines and other chocolate delicacies in the luxury chocolate sector.It is established in over 50 countries with 1500 sales outlets. 10 carrefours Neuhauss chocolate products consist of Pralines, Ice Cream, Confectionery, rapes, and other chocolate. Strengths truly strong brand name which has over 100 years Belgium Royal chocolate Deeply differentiated product line Concentrated on their core products Neuhaus products are available in many boutiques, department stores, shopping centers, airports and online-shopping center. Favorable access to distribution networks hearty organised online customer service Weakness Fewer specialty stores in the Netherlands. wrong is comparatively high. Niche market share trade outline focal point on their core business Special customer service quip corporal discounts starting for order of $1000 or above Provide free sew pass on card with logo hire newsletter to rec eive customers feedback and improve their products. Guarantee customers buying chocolate get out be delivered next morning. 4. 3 Competitor terce LeonidasLeonidas is a world-renowned chocolate maker. It is famous for its freshness, generosity and tralatitious taste. Its selling over 100 different winnings of Belgian chocolate through 1,400 outlets around the world. 11 Product cover woof chocolates Special cream chocolates Ganache chocolates sweeten fruit botch upzipan Liqueur cream chocolates Cream caramel chocolates Pralines Plain chocolate Strengths Clarify assortment of products according to ingredients, design, make and taste. Good reputation among customers With 250 specialty stores in the Netherlands, customers fanny buoy buy their products at any city Price is acceptable even for personal consumption Weaknesses Online shop is not available European market too saturated marketing Strategy Launched a new premium product line L, shorter and more handsome chocol ate, similar to Godivas G assembling (Chang Sub Kim, Deyeon Kim, March, 2008) Clear organization legation A century of freshness, generosity and tradition Large matter of shops to create a sense of A word of chocolate is closer than you think for customer . SWOT ANALYSIS Strengths Weaknesses Environme ntal .Efficient and effective distribution carry and sore taste systems High-quality product effectual product . High market share .Unique taste . Unique design . Product specialty . animate marketing polity . High market share . overbold Marketing policy OrganizatOpportunities Threats ional Expanding the market .Substitute product . Product Diversification . Competitors . Product reference point 5. 1 Strength Healthy product Godiva Hong is has health benefits according to Chinese medicine the red beans that we go forth apply in the new chocolates have health improving effects. scientific research has proven tha t the red beans are a good source of protein, oil-soluble (and insoluble) fiber, folate (vitamin B12), magnesium, potassium and a number of other health promoting nutrients.The researchers concluded that it reduces midsection attack by more than 80% 16. According to USDA researcher Ronald Prior, red beans contain even more proanthocyanidins than blueberries, cranberries, and small beans 16. So it is one of our most important strong points that we forget be providing health with taste. High quality Godiva is already famous for its high quality products. Godiva Hong, pull up stakes offer customers the same quality in taste and exquisite design of its packaging. Godiva considers its quality as one of its strengths because it already has a satisfy amount of stubed consumers its experience in this world becomes its strength.Efficient and effective distribution melodic line and systems Godiva has a very efficient and effective distribution system. Godiva Hong can be request onli ne from Godivas official website or other websites. It can also be ordered via predict. Existing marketing policy Godiva has various strategies for marketing its products. The company has its own website that has a web shop, they also have a account system their catalogs are released usually in the fall, holiday, Valentines Day, Easter, spring, Mothers Day and summer periods. During the holidays 10 million books are circulated. Godivas most recent data card lists 35,200 catalog buyers from the go 12 months.They are also well outfit with seasonal promotional offers and strong media coverage policy. 13 This actual marketing policy go forth be used to help move on Godiva Hong. Unique taste The new product has a rich chocolate coating outside with traditional Godiva flavor and a red bean paste deep down. It pull up stakes have an aroma that evokes interest, curiosity. The product volition merge the unique taste of odorous red bean with the traditional rich taste of Godiva da rk chocolates. Unique design The packaging for Godiva Hong allow for be an elegantly designed bamboo box cover in red silk. In Chinese tradition the color red symbolizes warmth, passion and luxury.The design and color of our share is to stir up these feelings in our clients. The use of Chinese materials in the packets of Godiva Hong depart give it a unique texture pic Product specialty The color and all other materials that provide be used for Godiva Hong leave alone represent the brands luxury and excellence. Color, design, materials of Godiva Hong forget be a perfect representative of Chinese culture also. High market share According to the annual report of 2006 Godivas market share is in good position and its increasing 15. So it is a strong point for the new product. Well organized Godiva boutique established its insure as a luxury good it attracts a huge amount of customer.We result make it stronger using our effective marketing policy. New Marketing policy Godiva has m edia plans including image and tactical print in various magazines such as Vogue, In Style, Harpers and vacancy Fair, and also regional newspapers during the holidays. Direct posting is done to support some product launches 13. Exhibitions will also be organized in several shopping centers and our boutiques, free renders will be given to current customers when they cut down our boutiques to buy our other long- acquainted(predicate) products. Godiva Hong will also use product location and sponsorship to meet its puts. 5. 2 Weakness New taste Our main weakness is the new unfamiliar taste.This taste is familiar with Chinese people but for European people it will be a totally new taste. It is a weakness that we need to overcome by promoting this new taste in an attractive manner Well organized promotion, attractive packaging and designing. We will also maintain and harmonize the actual taste with the new product and also the same aroma so that the existing customer can draw thi s new product as a part of Godiva. 5. 3 Opportunities Expanding the market after(prenominal) Godiva Hong has gained teeming recognition with the current customers of Godiva, the stone pit market will be grow to include spring chicken customers (20-30) to expand our customer segment. Product DiversificationWe will alter our product portfolio in future by promoting more new taste inside Godiva chocolate. This will open an opportunity for us to enrich our market share. Product extension In future we will look forward to extend our product to more diverse product line. We will make Ice-cream Hong, Candy Hong and more. 5. 4 Threats Substitute product Godiva Hong is a luxury product, the company considers other luxury products like Champaign or flower bucket its substitute. The relative price and performance of these substitute products are a threat. Still we can overcome this threat by maintaining our customer oriented marketing policy. CompetitorsIn Netherlands competitors like Ne uhaus, Leonidas and Guylian are able to cause great threat to Godiva because of their brand positioning and quality merchandise. Still we can overcome this threat by establishing the singularity of the new chocolates with the new unique taste and its strong brand positioning policy. 6. Marketing Strategy 6. 1Marketing Objective 6. 1. 1 ken Objective In 2012, Godiva will embark on a campaign to introduce its customers in the Netherlands to a new line of oriental themed chocolates called Godiva Hong. 6. 1. 2 Sales Objectives increase overall brand sales by 3% with the introduction of Godiva Hong by the entropy quarter of 2014. Widen target market for Godiva Hong by focusing mainly on young adults (ages 20 30) by 2016. 6. 2 Marketing Strategy Since Godiva Hong is a new product, creating awareness for it will take a front seat in the companys promotional activities. The product will be introduced through Advertisements, Exhibitions and Social Media. The product will primarily be introduced on the companys website and its customer catalogs. The ad for Godiva Hong will focus on staying true to Godivas position as a high end chocolate brand that is unique and glamorous. The adverts will appeal to the customers emotions by branding the product as a luxury treat.The adverts will be telecast on all major Dutch television adds at prime times. There will also be adverts about Godiva Hong hardened in luxury magazines the company already advertises in they include Vogue, Forbes, In Style, Harpers and toilet table Fair. The company will strike a deal with KLM to distribute free examine distributions of Godiva Hong to their original class passengers. A similar deal will be struck with some 5 star hotels in the Netherlands to put free samples of Godiva Hong in welcome baskets. Exhibitions will also be organized in several shopping centers and our boutiques, free samples will be given to current customers when they visit our boutiques to buy our other well known products.These exhibitions will also be used to attract new customers, and will give the company the opportunity to get feedback from our customers on what they think of the new product. The sales objective will be achieved with the aid of social media. by means of data and tests conducted in the past the company has managed to form a very good picture of who its current customers are. Through these tests they know demographic figures such as, 75% of our current customers are over the age of 32, 60% have children more than 85% have completed college. They also gather some psychographic information such as these customers love to indulge but are still health conscious.With the aid of this data, the company will communicate individually with these clients through social media (Face book, Twitter and blogs). The new product Godiva Hong will be introduced to them, as a treat with exquisite taste, the health benefits of the new product will also be emphasized while asking them question s and using their responses to improve on the marketing strategy. Godiva will also use product placement and sponsorship to meet its market expansion objectives. The company will hire the services of popular Dutch celebrities like artistes Nick and Simon by placing the new Godiva Hong in some of their videos. This strategy is to help make Godiva Hong attractive to young adults.These are the tools Godiva will use to meet its marketing objectives for Godiva Hong. The company will focus first gear on its current clients and when enough attention has been created on the product in that domain it will widen its target market to include young adults. 6. 3 Target market and Positioning The people of Netherlands like other European countries will continue to embrace the consumption chocolates in search of indulgence. In recent years, chocolate consumption is being enhanced by a growing demand for healthier, higher(prenominal) quality products that incorporate new tastes. These mass in the Dutch market offer a good opportunity for candy store products like Godiva Hong.When Godiva Hong is introduced its primary target market will be the current customers of Godiva products in the Netherlands. After the product has gained recognition and bridal from the current flock of Godiva customers the target market will then be widened to include young adult (people between the ages of 20 and 30 who have just started works careers). Godiva Hong like all other Godiva products is an upscale luxury product, and like the other products will be positioned as such. The aim is to modify the products position as a high-end product that customers will be proud to buy. 7. Marketing action plan 7. 1 description of productGodiva Hong is an oriental themed chocolate with sweetened red bean paste and a rich dark chocolate coating. Instead of traditional nut, alcohol, walnut or jam filling, GOVIDA is exit to use sweetened red bean paste. It is a healthy traditional Chinese filling in Baozi, Zongzi, Yuanxiao, moon cakes and other snack. It is sweet, soft and melts smoothly in the mouth. The packaging for Godiva Hong is an elegantly designed bamboo box covered in red silk. 7. 1. 1 Product Classification Godiva already has several different product lines chocolate assortments and truffles chocolate bars chocolate treats biscuits, coffee, and cocoa dark, milk, and white chocolate gifts and baked desserts.Godiva Hong is a new product with a brand extension strategy that appeals to existing market. It is a new product in the chocolate collections& treats product line. In addition to chocolates, Godiva also sells truffles, coffee, cocoa, biscuits, dipped fruits and sweets, chocolate liqueur, shakes, wedding and party favors and other items coherent in gift baskets. Godivas signature mailboat is the Gold Ballotin (French for small, elegant box of chocolates). Godiva also produces seasonal and limited-edition chocolates with special packaging for all major holidays. Godiva a lso has license for the output signal of ice cream, cheesecake, coffee pods and liqueur that comes in several chocolate- cerebrate flavors. (Godiva, 2012) 7. 1. Package Because the target market of Godiva Hong is spunk and high class people, the packaging was designed to unique and elegant in order to evoke a sense of luxury. Chinese elements were added to the design in order to give an inclination to the origin of the product On the wrapping paper or baskets, the Chinese knotting will be presented. also environmentally friendly, materials such as bamboo will be used in the design for the packaging So our traditional package for present product line is break changed as red for main color. 7. 1. 3 Service Several special services are provided as follows Online and telephone order.Customers can order Godiva Hong online or via telephone, due to a standing go the Godiva company has with UPS they can be assured of a well-timed delivery. natural endowment card. Beautiful gift cards and exquisitely-designed packages can be sent with every order at the customers request. Unique design. Customers can get involved in the production of their chocolate orders by designing the chocolate shapes themselves with the aid of our chocolate design software product online. Name and blessings. Names and blessings can be carved into the chocolates or the packaging upon the customers request. 7. 2 Price The main affair of price strategy is to price Godiva Hong at an acceptable level, while aiding in the promotion of the product 7. 2. 1 price strategy for GodivaGodiva Hong seeks to attract customers who are uncoerced and proud to pay a flyspeck more for high quality product. Our target customers are the current Godiva customers mainly middle and high class people who are looking for high quality chocolates as gifts for birthday, wedding, special events and business purposes. The price of Godiva products has stayed unchangeable over many years. This proves Godiva has a strong brand image that does not vie on price. 7. 2. 2 Pricing for Godiva Hong Godiva Hong is a new product with a brand extension strategy that appeals to existing market. So, the price of our new product will be set to meet the consistency of existing product in the chocolate collections& treats product line.Price for Godiva Hong Beaded Easter Egg 25 Enchanted Easter Gift basketful 90 Signature Chocolate earth-ball Assortment 40 Gift Box 3070 of different sizes Delights Gift Basket with Spring 75 Price for Godiva Hong and competitors (cooperation as small size gift box) Godiva Hong 40 Neuhaus 48 Leonidas 36 Guylian 20 101117 7. 3 Place The main purpose of our place strategy is to choose the best distribution channels to sell Godiva Hong. 7. 3. 1 Traditional distribution channellocal malls Thanks to our existing local malls which provide maturity distribution channels, Godiva Hong can be bought wherever and whenever the customers want to purchase it. 7. 3. 2 New distri bution channel online and telephone orderIn recent years, online and telephone orders have attracted a lot of attention. According to Godivas last marketing report, the quantity of orders through these two new distribution channels is increasing year by year. So, it is a good choice to sell Godiva Hong also through these two new distribution channels. The customer can just log in our online order website to buy chocolate as the follow http//www. godiva-online-store. eu/index-en. htm. Due to the contract with UPS a timely delivery is assured. otherwise services provided on the website are gift cards. The customers can just buy it on the website. It has 30, 50, 100 different choices. 7. 3. 3 New distribution channel co-worker websiteThe customers can also buy Godiva Hong on other websites as follows Gift for euro Pick up flowers Gifts n ideas These website are co-operating with our company. So the customers can buy Godiva Hong from these websites when they buy some other gifts and flowers. 7. 3. 4 New distribution channel Fashion event& business press release Godiva is co-operating with event organizers for fashion shows and business press releases. Association with these events is to aid in the extension of Godiva Hongs the popularity as a luxury brand. Also, the patrons of these events make up our core clients so, sales could also be generated by selling Godiva Hong at these events. 7. 4. PromotionThe main purpose of our promotion strategy is to introduce Godiva Hong to existing customers and potential consumers. 7. 4. 1 Marketing channel advertisements Advertising is Godivas traditional marketing channel. Advertisements have had tremendous impact on sale of Godiva products. So we will still adapt this marketing channel. The commercial advertizing will be concentrated in following Medias Television. The period of time that we will advertisement will be related to special event such as Easter, Queens Day. Magazine. The magazines that we will consider are include Vogue, Forbes, In Style, Harpers and Vanity Fair this kind of high-fashion magazines. Internet including social media.Social Media channels such as face book or twitter will be used to communicate to our clients individually on the merits of Godiva Hong. 7. 4. 2 Marketing channel The shopping center exhibition Promotional exhibitions are also an important marketing channel for Godiva. It is soon April. Several holidays, such as Easter, Queens Day, are in the April. We will have promotional events in shopping centers where our shops exist. The customers can have tasting sessions for Godiva Hong in our shop for free. Feedback will be gathered from them on how to further improve the product or its marketing strategy 7. 4. 3 Free sample delivery Several main strategies are implemented to improve the popularity of Godiva Hong for the first tercet months. Strategy oneExisting customers, who will buy our traditional products, will have a small Godiva Hong sample for free. Strate gy two According to the last hexad months order records, the Godiva Hong sample will be sent to those customers as a gift, who ordered other products of chocolate gift baskets, seasonal gifts, gifts by occasion and business gifts product lines. Strategy three In the airport, the Godiva Hong sample will be provided in the first class of KLM. Strategy four In some international 5-star chain hotels, the Godiva Hong sample will be provided as a gift in the welcoming basket. 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