Chapter 8: Segmenting And Targeting Markets.

 SEGMENTATION, TARGETING AND POSITIONING

This section discusses the market to be targeted for the biscuits, coffee and cocoa range of Godiva Chocolates. There are two key markets that will be targeted for the biscuits, coffee and cocoa range of Godiva Chocolates. These markets continue to follow the current market scattered to by Godiva Chocolates. These are the corporate segment and the fluent retail market. The corporate segment consists of two key groups for specific purposes. The first group is for business gift giving which is an all-year round market but does have its peak during the holiday gift giving season. The second group is for corporate incentives program which are utilized by corporates for sales incentives, recognition or rewards. The affluent retail market is composed of retail clients who have a preference for premium confectionary products. The biggest group of these retail clients is found in London and, in this first year, we will continue to focus on this area for this particular retail market. It  will only be in the second and third years that we will be considering expanding our distribution channels further outside of the London area, with the exception of the one store we have in Kent. There are currently eight Godiva stores in the United Kingdom and these are located in the following (Godiva 2007):•Seven (7) are located in central London in the following areas: Covent Garden ,Oxford Street, King’s Road, Gees Court, Knightsbridge, Fenchurch Street, Regent Street• One (1) store is located in Blue water, Kent which is in the Southeast of London but which is still located relatively near London The biscuit, coffee and cocoa range of Godiva Chocolates will continue to be positioned as a premium confectionary range and priced at a significant premium relative to mass market confectionary brands and even some of the other premium confectionary brands.