Godiva

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INTERNATIONAL MARKETING: GODIVA EUROPE CASE

The godiva europe company Created in 1920 by Joseph Draps in Belgium (headquarter in Brussels). The company was purchased in 1974 by the multinational Campbell Soup Company. 3 decision centers: Godiva Europe, Godiva USA and Godiva Japan. production capacity of 3 000 tons per year based in Brussels. 1990: annual sales of 926 million belgian francs.After the Belgium market, we have 5 majors market in europe served by Godiva europe through it manufacture in Brussels: • • • • • France UK Germany Spain Portugal

Then we have the two most important market internationally which are USA and Japan market respectively served by Godiva USA and Japan. production volume (Europe): 55% of the european production is sold under the Godiva brand name. about10% is sold through private labels arrangements. about 10% is sold under the brand Corné Toison dʼor. 25% of the european production is sold directly to Godiva Japan and USA (company transfer price). 65% of the total sales are made in Europe under the brand name Godiva. distibution = more than 22 airport duty-free shops throught the world. => this aspect help Godiva to establish the internationalbrand image.

INTERNATIONAL MARKETING: GODIVA EUROPE CASE

The world chocolate market Chocolate lends itself to multiple preparations: eaten or drunk, munched or savored. 4 categories: • • • • bars of chocolate (filled or not filled) chocolate candies chocolate «pralines» (hand-made, decorated and luxurious packaging) other chocolate preparation

Chocolate confectionnery world consumption(in thousand of tons): From 1980 to 1989, the world consumption increase constantly from; 2 359 tons to 3 083 tons. From this indicator of world comsumption, we can said that Godiva is playing in a growing international environment. Chocolate confectionery consumption per country in 1989 (in country where the Godiva is establish): due to the exhibit 3 ,we can see that chocolate confectionery is moreappreciate compare to chocolate candy: chocolate candies: between 0.44 and 3.17 chocolate confectionery: between 1.21 and 9.41 In this exhibit the leader in chocolate confectionery are: Switzerland : 9.41 UK : 7.15 Germany: 6.81 Belgium: 6.09 Evolution of the chocolate confectionery consumption average yearly growth rate: from 1980 until 1989 we have a increas in consumption in very country whereGodiva is sold. We have also a average increase of the growth rate in every country from 0.42% for the lowest which is Germany and 8% for Italy but Italy as the lowest consumption (kilograms per person with 1.84 in 1989). Belgium, Germnay and Switzerland have probably reached a plateau in terms of per capita consumption. Purcahse behavior of the chocolate consumer: The behaviour of the consumerof chocolate pralines is much more delibarate and involved.

INTERNATIONAL MARKETING: GODIVA EUROPE CASE

The higher price of chocolate praline limit more the impulsive purchases that we can find in the consumption of chocolate bars. Chocolate praline will be purchase as a gift while chocolate bars will be purchase for selfconsumption. the caracteristics that make praline appreciate by consumer(Belgium servey): sensitive aspect: • • • • • • refined and fine strong and powerful taste particular form the consistency of chocolate melt in the mouth the feel of the chocolate to the touch

in the consumer mind: • the idea of health • a pure chocolate devoid of chemicals 1 Godiva chocolates in the world International image of Godiva: they want to have the image of a luxury chocolate that istypically Belgian. description of every country where Godiva is establish : Belgium Birthplace of chocolates and the brand Godiva. 60% of purchases, chocolate are offered as gifts and consumers make a clear distinction betwen a purchase of self-consumption and for a gift. However the chocolate image have a little bit decline because its comparable to flower as a gift than to a luxury product....
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