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.