Godiva Chocolatier and Godiva Gems
1) Define “the product” offered by Godiva. Identify the different levels of the product. Discuss the attempts made by the management to come up with augmented product.
Godiva brand works very hard, trying to present to their customers all the best, the highest and premium quality in Belgium chocolates, and also is important to know that all this chocolates are handcrafted. Looking to achieve all their goals the company makes and sells lots of delights like for example bonbons, truffles, flavored coffee, cocoa mixes, cookies, ice creams, and liqueurs.
Godiva is well known in nearly all over the world and has always been an admired brand ...view middle of the document...
For us, the strategy of extend the brand isn’t risky, it`s a new challenge and opportunity to be good know. The key to be successful could be maintain the highest lines, the main reason why Godiva is well known, at the same time that it is trying to approach to the mass market and don’t lose the quality of the chocolate.
3) Is “Godiva Gems” an international or a global product/brand? Discuss whether the brand holds global brand characteristics.
Like we read in this case the company aims to position its brand image through an international name in the regional and global markets. The company already dominates the Turkish market and exports its products internationally to more than 95 countries and we also can say that nowadays the company is taking serious step in its attempt to be a global company.
The main reason why we think that Godiva is a global brand, could be for example because presently Godiva`s products are available worldwide in over 80 countries around the world, at 450 exclusive Godiva stores as well as at finer department and specialty stores. The company also issues mail-order catalogs in North America and accepts phone and internet orders.
4) What are the possible impacts of the “country-of-origin” and “packaging” in motivating consumers to purchase Godiva chocolates?
At first we think that Godiva´s “country-or-origin” is a very...