Chapter 10- Product Concepts

Godiva Chocolate is one of the premier chocolatiers today. These elegant, hand crafted chocolates are available in over eighty countries of the world.
Godiva was founded in Brussels, Belgium in the early 20th century by Joseph Draps. Intrigued by the legend of the generous and beautiful Lady Godiva, Draps named the company in her honor. With increasing popularity of his chocolates Daps opened the first international Godiva boutique in Paris in 1956. Other European shops soon followed.
The American debut of Godiva Chocolatiers came in 1966 in Philadelphia's prestigious store, Wanamaker's. The popularity grew and today there are over 250 Godiva Boutiques across the United States.

Godiva Chocolates Molding Process

Draps used a method called shell molding, which is still used today in the manufacture of Godiva Chocolates. The process of shell molding begins with an intricate mold into which rich, melted chocolate is poured. The chocolate is then poured out, leaving a layer of chocolate in the mold. The layer is cooled to form a shell. The shell is filled with any one of Godiva's rich centers and then another layer of melted chocolate is added. When the chocolates are cooled they are released from the mold.
Another method, book molding, is done by molding two identical molds and then putting them together. This is how the heart, the walnut, and the scallop are created.
The last method that Godiva uses is called enrobing. Enrobing chocolate is the process of taking a pre-formed center and dipping it in melted chocolate until the correct thickness achieved.
Combinations of these chocolates, both milk and dark, can be found in the famous Godiva Gold Ballotin.

Royal Godiva Classic Amazon Price: $69.95

Godiva's Natural Ingredients

Godiva uses high quality ingredients including large amounts of butter and heavy cream which add the luxurious mouth feel that Godiva is so well known for.
Fruit, dried with a special process, are used for the fruit filled chocolates, and no artificial flavors or colors are used. This gives the Godiva chocolates a fresh flavor that just can't be created artificially.
One of the things that Godiva is known for is creating unique products rather than merely copying existing ones. For example, while many companies have peanut butter cups Godiva has created almond butter dome. Almond butter takes the dome far out of the realm of the mundane peanut butter cup. As a nod to their European roots, many of the chocolates have hazelnut praline, a traditional filling and a favorite of many Europeans

Inside a Godiva Shop

Godiva Collection Amazon Price: $49.95

New Collections and Releases

Each year Godiva comes out with new chocolate collections. Fans wait impatiently until these amazing concoctions are introduced, often in collectible boxes and tins. The selections are always incredible, the containers always beautiful.
Godiva has very high ratings for both its product and its customer service. Many of the products are certified Kosher.

Set 2 Godiva Chocolate Chocotier Snack Appetizer Plate Current Bid: $26.99

Fall 2008 Gold Ballotin
The new Ballotin for fall contains 36 pieces of the luxurious chocolate. Included in the 36 piece collection are:

• Dark Chocolate Ganache Bliss
• Milk Chocolate, Pecan Caramel Duet
• Macadamia Mosaic
• Midnight Swirl
• White Chocolate Rapsberry Star
• Praline Heart
• Much more

The Ballotins are available in both larger and smaller sizes. From a tiny four piece collection to a huge140 piece collection there is a Ballotin for every taste and budget.

Chapter18- Sales Promotion and Personal Selling

Sales Promotion

Godiva launches mobile application for chocolate sales

By Giselle Tsirulnik

Godiva understands the importance of the mobile channel for its brand

Godiva Chocolatier opened yet another sales channel with the inauguration of a mobile application that plays on the impulses of chocolate-lovers.
The Godiva Mobile commerce platform was developed in partnership with Digby. The new application provides access to Godiva's best-selling products, which are updated daily to keep content fresh.
"Mobility represents the fourth leg of a multichannel marketing strategy," said Dave Sikora, CEO of Digby, Austin, TX. "The first legs were retail stores, catalogs and the Web and now mobile has come into the picture, creating another opportunity and another channel.

"Mobility is different than the other three legs, as it is a significant opportunity for merchants and retailers to get close to their customers," he said.
Godiva Mobile is meant to make lives easier for consumers who haven't planned in advance or want to buy chocolates while on the move.
The chocolate brand sells through retail stores, catalog, e-commerce and corporate sales. Campbell Soup Co. sold the brand recently to a Turkish company. Adding mobile to the channel offerings extends Godiva's reach as well.
Users can visit www.godiva.com/mobile to download the Godiva commerce platform. Once downloaded, the platform gives users a directory of Godiva products with the option to buy right on the spot.
Digby is a mobile commerce platform provider whose flagship service, Digby Mall, includes content from retailers such as Barnes & Noble, Godiva Chocolatier and FTD.com.
The Godiva mobile application gives consumers quick access to Godiva's most popular products. Consumers can also complete a shopping transaction in less than thirty seconds from a BlackBerry smartphone without having to endure the frustration of using a mobile browser. The transactions are password-protected.
The application includes product descriptions and full-color images. Users can even integrate their address book with the application, which offers the ability to enter shipping information with a few clicks.
Consumers with GPS-enabled phones can get access to Godiva stores in their areas.
"When you think about mobility and people who are mobile, they tend to be very busy," Mr. Sikora said. "People are usually trying to get something specific done when using their mobile phone and aren't just browsing like they do on their PC. Therefore mobile devices do not have your entire attention like the PC does.
"[Digby's] platform gives retailers the ability to play on the reflex of the consumer," he said. "We are letting merchants be in the palms of the consumer's hand, while at the same time providing convenience to the person."

Chapter 17- Advertising and Public Relations

Major Types of Advertising

Institutional Advertising: Since the mid-1990s, interactive marketing has taken on greater importance in the company's direct marketing area. In 1994 Godiva was the first Campbell Soup Company to launch a web site. According to Susan M. Dingwall, head of direct marketing for Godiva, the company hoped the web site would bring in 15 percent of its direct mail business in 1996. The Godiva web site includes online ordering, recipes, a list of new Godiva products, a store locator, and an ongoing soap opera entitled, "Murder and Fine Chocolates." Godiva has maintained an upscale, golden image for its product. The company has created this image through its advertising, packaging, and distribution. Godiva calls its advertising campaign "silhouettes." This campaign has been designed to "reflect a more approachable, warmer, friendly mood," according to Godiva literature. It is intended to project "a Godiva whose premium image is more generically perceived." Godiva advertises its chocolates in "upper tier" magazines including Bon Appetit, Forbes, Food & Wine, Travel & Leisure, and Gourmet.


Product Advertising: Godiva makes premium chocolates in a myriad of flavors, shapes, and assortments. The Godiva catalog lists approximately 40 different products including chocolates, cocoa, coffee, and biscotti. The Godiva signature assortment is its Gold Ballotin, offered in seven sizes. The Ballotin is a gold box embossed with the Godiva logo and wrapped with a gold tie. The word "ballotin" comes from the French diminutive "ballot," which means small package of wares for sale. There are ballotins to mark every occasion including birthdays, weddings, births, and all holidays. Truffles are another famous Godiva assortment.

Chapter 15- Retailing

The Retailing Mix-

Product: Godiva chocolatier Truffles

Location: Godiva 5th ave store between 52nd and 53rd hrs:9am-8pm saturday 9am-10pm sunday 9am-6pm

Promotion/strategy: online website,catalogs,paper ads,commercial

Prices: a twelve box of assorted chocolate truffles cost $24

Presentation: the atmosphere of the store is elegant and high class

Personnel/customer service: friendly,builds a personal relationship with the customer, very attentive, provides info on their products,uses persuasion to coax the customer into buying one if their products

Chapter 6- Consumer Decision Making

Consumer Behavior

• 66% of chocolate is consumed between meals
• 22% of al chocolate consumption take place between 8pm and midnight
• More chocolate is consumed in the winter than any other seasons
• Interested in buying luxury products and enjoying up-maker tourism
• Big spenders on wellness, accounting for 14%of their passion dollars

Shopping Behavior

• General gift giving- Bithday, romantic gesture, thatnk you, etc.
• Seasonal- New Year, Easter, mother's day, Valentine's day and other Holidays