Chapter #5- Developing a Global Vision

Godiva was purchased in 1974 by the multinational Campbell Soup Company. Godiva International is made up of three decision centers: Godiva Europe, Godiva USA and Godiva Japan.The current concern of Godiva International is to convey a similar image of Godiva chocolates across the world: the image of a luxury chocolate that is typically Belgian. Belgium is the birthplace of chocolates and where the consumption is strongest.In Spain and Portugal, chocolates are a new concept. Godiva was first to introduce its chocolates a few years ago and consumers were very receptive. Godiva has opportunities to expand in these markets. With the right marketing techniques Godiva has the ability to grow.Godiva also had opportunities to grow in Japan. One problem is that 75 percent of chocolate purchases take place around Valentine’s Day. Godiva must find ways to attract the Japanese market to chocolates on other holidays and occasions, not just Valentine’s Day.Godiva hand-makes 30 percent of their chocolates and the other 70 percent is machine made. Of the 70 percent machine-made, 60 percent are decorated by hand. Since Godiva hand-makes some of its chocolates, it has an advantage over other chocolate companies. This is also a reason Godiva is more expensive than other chocolate companies.

Chapter 4- The Marketing Enviorment

Godiva's Target Market- Women and Men who are in charge of planning events such as wedding, formal parties and business events.

External Enviorment 

Godiva launches integrated online strategy with Range Online Media

Godiva Chocolatier has selected Range Online Media to work with the chocolate and gourmet gift company on an integrated online strategy consisting of paid search, search engine optimization and media services.
“We have really great ideas on how we want to build a cohesive plan and look at how all the media work together, said Misty Locke, co-founder and president of Range Online Media. “Together, we're really going to elevate their search and online media.” Before working with Range, Godiva managed its paid search in-house and outsourced its search engine optimization, Locke explained. She added that Range expects to have a kickoff meeting with Godiva on June 25. “We've already started transitioning all of the campaigns,” she said. Although Locke could not comment on specific marketing plans for the chocolate company, she spoke generally of the challenges luxury retailers face. “Luxury marketers tend to have a very loyal customer base so when you're trying to expand a brand and get new customers I think that's a challenge for most luxury retailers,” Locke said. “So you have to be very strategic about acquiring new customers and not watering down your brand.” Range's other luxury clients include Neiman Marcus Direct, Hermes of Paris and Burberry. Godiva did not respond to a request for comment by press time. However, in a statement, Beth Sash, business director, e-commerce and direct marketing for Godiva Chocolatier said, “Aligning with Range Online Media and utilizing their understanding of our unique marketplace is a natural fit as we seek to further expand our online presence and our base of customer loyalists.”

Chapter 3- Ethics and Social Responsability

As chocolate lovers, we all have our favorite Godiva pieces. But do we always know whats in the chocolate that makes it so rich and irresistable?Ethically, Godiva's chocolate is best known for their rich expensive chocolate, but can everybody afford it? The Godiva consist of "high quality" chocolate, but ethically they dont reach out for a group of customers that can afford it.

Godiva's provides for information about the chocolate and their types of brand but they dont provide information of how the chocolate is made, such as the ingredient and how much calories it is. A lot customers go by presentation and most of these ingredients can cause high cholesterol and high blood pressure.




Godiva's social Responsability is show on this article below.

LIVE LIFE SWEETER, LONGE

Heart disease is the number one killer of American women in the United

States and Godiva Chocolatier has great potential to be a philanthropic partner with
the American Heart Association. We came up with the idea of partnering with the
American Heart Association after coming across research about the health benefits
dark chocolate has on your heart. Research suggests consuming a small bar of dark
chocolate a day can reduce high blood pressure and LDL cholesterol by up to ten
percent, while giving you additional endorphins to boost your daily mood! This
partnership seemed like a logical way to increase daily purchases while educating
consumers about the risks of high blood pressure and cholesterol.
With the American Heart Association, we suggest Godiva produce a special
line of dark chocolate products (solids, bars, truffles, etc) packaged in red foil
wrappers, in lieu of the signature gold foil. Printed inside the wrappers will be
healthy heart facts to educate consumers, specifically women, about the risks of
heart disease. Some examples include: “A positive attitude is a very important part
of staying healthy,” “Add physical activity into your day by walking, jogging, cycling
or dancing with someone you love,” “This chocolate contains Oleic Acid; a healthy fat
that is also found in olive oil,” “Heart disease is the #1 killer of American Women.
Visit www.americanheart.org to find out more.” Our idea is to annually donate one
third of the profits from the American Heart Association product line directly to
American Heart Association’s “Go Red For Women” campaign, that educates women
about the dangers of high cholesterol and blood pressure, while raising money for
the research, treatment, and diagnosis of cardiovascular diseases. Every time
someone purchases a piece of red, foil wrapped dark chocolate, Godiva will donate
money to the American Heart Association’s cause.
We also found that February is the National Heart Health Month. In
accordance with the product line, Godiva pledges to donate ALL profits made from
the American Heart Association product line during the month of February to free
heart examinations. Godiva and the American Heart Association will sponsor a bus
that travels from city to city performing free heart screenings for anyone interested.
It will be a great way to help people lead healthier lives, without the expenses. We
believe the product line and free heart screenings are excellent ways to incorporate
philanthropy to the Godiva name while increasing daily consumption of Godiva
chocolates in a health conscious world. We want everyone to be able to “Live Life
Sweeter,” longer.

Here are also some ethical comment people made about Godiva the company.

Pros

The pay is good and work/life balance is somewhat achieved only because my job is in California, where we are not allowed to go over 40 hours (8per day), without going into overtime. The company is very strict on avoiding overtime, but of course they have their ways of getting around this. The 50% discount is attractive if you like chocolate. I have a built an amazing team at my store and we all treat each other with respect and dignity.

Cons

This company could learn something from the example of the team at my store. I am on my third district manager this year. He is completely incompetent and clueless when it comes to people. This job is all about sales and money. Nothing else. The company rolled out a new mission called "Our Way", which is a complete joke. It encourages feedback, but when you offer it, you are accused of being negative and making excuses.I thought the problems were just with the district manager. And don't get me wrong. He is a horrible boss. But he was trained well by his boss, the regional director. She chews you up as quickly as she spits you out. You give them your goals and they laugh in your face. You answer their questions with well thought-out responses and they call you names.
Godiva likes to call themselves a "luxury brand". They compare themselves to high-end retailers like Nieman Marcus and Saks Fifth Avenue. How many "luxury retailers" do you know that require employees to stand in front of their stores, yelling at passers-by like common carney-folk, trying to get them to come inside the store. In Godiva's world this embarrassing tactic is known as "grabbing". And it must be done everyday, without exception. This is supposed to "delight" the customer. "Delight" is one of the standards of "Our Way".Another way we delight our customers is by constantly and relentlessly selling extra product to them. We are trained to suggest our highest-priced items to our customers, regardless of if that item fits their needs. Then we are to continue selling to them until they tell us to STOP! Then we are supposed to continue after that. Sounds delight-ful, doesn't it.

Chapter 2- Strategic Planning for Competitive Advantage

Gold Standard: Godiva Revamps its Marketing Strategy to Attract a Younger Audience

Godiva Chocolatier did just that to celebrate its 80th anniversary this fall, updating its direct creative approach, redesigning its retail stores and even revamping its signature gold box with new pieces and packaging. The company — which has seen double-digit direct growth in recent years — is currently smack-dab between its two busiest times of the year, the December holidays and Valentine's Day, says Beth Sash, director of e-commerce and direct marketing.Godiva's customers often buy for friends and family but aren't afraid to indulge themselves, notes Sash. "We're seeing more and more customers coming into our boutiques daily to buy one or two pieces for themselves as a treat in the middle of the day."Recent efforts to contemporize the brand have helped Godiva reach a more aspirational, fashion-forward audience, she adds. It now attracts younger people overall, 25- to 35-year-olds vs. 35- to 49-year-olds previously.
Godiva does extensive cross promotion between the catalogs, its Web site and retail stores. "First and foremost, we want customers to be able to shop in the way they're most comfortable," says Sash. "We see the catalog as a marketing vehicle that drives traffic to the Web, the phone and stores."To that end, the print catalog features navigation tips for shoppers who choose to buy online. On the print catalog page highlighting wedding favors, for example, there's a URL for www.godiva.com/favors, so users can go right to that page rather than having to navigate through the site.
Catalogs are released seven times a year, in the fall, holiday, Valentine's Day, Easter, spring, Mother's Day and summer periods. During the holiday season 10 million books are circulated, and Godiva's most recent data card lists 35,200 catalog buyers from the last 12 months.

The chocolatier has planned its biggest Valentine's promotion ever, with a grand prize of a $1 million diamond shopping spree from Hearts on Fire and a year's worth of Godiva chocolates. In addition to the traditional method of finding game pieces in boxes of candy, consumers will be able to go to www.godiva.com/heartsonfire and enter online. Not missing a heartbeat, Sash says Godiva will use the opportunity to collect information from entrants for future marketing efforts.Godiva's media plans include image and tactical print in magazines like Vogue, InStyle, Harper's and Vanity Fair, as well as regional newspapers in key markets during the holidays.

Godiva's Mission Statement

Godiva’s mission statement is to go global and to promote a high quality

product and service. Godiva chocolate is made to bring sheer delight to their

customers. Their slogan sounds like: “Look, smell, listen, feel and taste that’s

what Godiva chocolate is all about.” The corporate objective is the expansion of Godiva. The store locators can be in Godiva Boutiques, a total of 23 franchises as well as fine department

stores, duty free locations and other gourmet shops that carry Godiva pralines a total of 277 stores.

The History of Godiva a Rich Chocolatier

It all started back in the day more like fourteen centuries before Godiva introduced luxury chocolates to the American market. The cocoa bean is considered a original symbol in the Mayan and Aztec cultures. They use the beans as currency. Those wealthy enough to have an excess of beans use them to make a chocolate drink that gives them "wisdom and power". In 1926 in where the name "Godiva" came from.

1926 - Lady Godiva

Mass production of chocolate servered create a universal appetite for the confection, in all its forms. But it also spured a growing demand for "luxury" chocolates made with the choicest ingredients by expert chocolatiers who blended flavors and textures into formidable, one-of-a-kind taste experience.
The Draps family begins a chocolate-making "atelier" in Brussels, the city that introduced chocolates to the Swiss more than two centuries ago. Some years later, the Draps' son, Joseph, takes over the company and, at his wife's suggestion, names it after Lady Godiva whose legendary exploit made her name synonymous with grace, nobility and flair. Draps' vision is to create the world's most elegant, handcrafted chocolates for discerning consumers.You all must be asking, who is Drap. Drap was the Godivachocolatier founder
 80 years ago. His full name was Joseph Draps in Brussels,Belgium. He name the company after a famous legend named Lady Godiva. The first Godiva shop to be opened outside of Belgium was opened in Paris on the Rue St,Honore, which is known for its fashionable stores and people. By 1966 Godivachocolates were selling exceptionally well in Europe so the company decided toexpand its consumer reach by selling to high end strip malls in North America. In 1967 Godiva was purchased by Campbell Soup Company. Five years afterthe company was purchased  Godiva opened its first boutique in New York on Fifth Avenue.It's not surprising that Godiva Chocolatier, one of the
creators of the world's most elegant, hand-crafted chocolates, originated in
Brussels, Belgium. For generations, Belgium has had a tradition of
perfectionism, from its Rubens paintings and gothic architecture to products
made of intricate lace, glittering crystal and its fabulous cuisine.
In keeping with this tradition, Joseph Draps introduced
Godiva chocolate to Belgium in 1926. Draps opened the doors to his shop on a
cobblestone street on Grande Place, selling his unique formula of rich
chocolate with unparalleled smoothness. With a remarkable eye for detail, he
set forth the standard at Godiva for innovative selection of elegant, European
shell-molded designs and beautiful packaging.
Through the years, these standards have been maintained as
assiduously as Draps' recipes have been guarded. As a result of this adherence
to Draps heritage, Godiva chocolates evoke the greatest in confectionery
excellence. The same careful attention to quality is apparent in the exquisite
European-style gold ballotins and handcrafted seasonal packaging that have earned
Godiva a reputation for design excellence.