Expansion to India   International Marketing     Katie Meyer & Annie Smith-Bova
About Godiva 1926 – Founded in Brussels, Belgium 1966 - Expanded to N. America    Philadelphias Wanamaker Department St...
Godiva Brand in India Why Godiva in India?   Luxury   Gold   Horse Logo      Additional Market       Research on Lady...
Chocolate in India Indian Confectionary Industry       Rs 3,200 crore per annum        12       ~ US $6 Billion        ...
Competition   Specialty       Patchi (Lebanese) – 25 varieties       Individually owned chocolate boutiques            ...
Target Market Target                                 Brand Conscious                                          Consumer  ...
Positioning Luxury/Super Premium             Value      Not an alternative to            Chocolate quality       mass-...
Product Selection     Individual                   Gold Collection    Chocolates                                          ...
PricingProduct            Price/weight   Comparison FactorsPatchi             Rs 5/g         •   Specialty handcrafted cho...
DistributionMini-BoutiquesPartner withdepartment stores fora ‘store within a store’conceptDepartment Stores• Debenhams (3)...
DistributionMini-BoutiquesPartner with                           Boutiquesdepartment stores fora ‘store within a store’   ...
DistributionMini-BoutiquesPartner with                           Boutiquesdepartment stores for                           ...
Harajuku, Japan                  Flagship Store
Promotion   Objective                          Promotions       Establish Godiva as a              Targeted promotions...
Messaging                   Give Gold | Golden Moments• Reinforce the tradition of gold in Indian culture - a symbol of st...
Results Total Revenue – $240 M Sales – 200 M Chocolates Success – be prepared to constantly and quickly  adjust the mar...
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Godiva Expansion to India Marketing Plan

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Godiva Expansion to India Marketing Plan

  1. 1. Expansion to India International Marketing Katie Meyer & Annie Smith-Bova
  2. 2. About Godiva 1926 – Founded in Brussels, Belgium 1966 - Expanded to N. America  Philadelphias Wanamaker Department Store 1967 – Acquired by Campbells Soup Company 1972 - 1st Boutique – 5th Ave NYC 2007 – Sold to Yildiz Holding (largest consumer-goods company in Turkey) 450 Stores in 80 Countries Leader in the Premium Confectionary category
  3. 3. Godiva Brand in India Why Godiva in India?  Luxury  Gold  Horse Logo  Additional Market Research on Lady Godiva
  4. 4. Chocolate in India Indian Confectionary Industry  Rs 3,200 crore per annum 12  ~ US $6 Billion 10 Annual Chocolate Consumption (kg)  18-20% annual growth 8 Localizing the product important 6 (small retailers) 4  Hard to compete on variety → market research on 2 signature flavors 0 Impulse purchase → attractive product display Market Entry: large investment in brand building & production
  5. 5. Competition Specialty  Patchi (Lebanese) – 25 varieties  Individually owned chocolate boutiques Cadbury Mass  Cadbury (Kraft) Nestle  64 Years in India  25 SKUs Ferrero Rocher  “mobisides”  KitKat (Nestle)  Ferrero Rocher - 14 SKUs Traditional  Mithai - Indian Sweets
  6. 6. Target Market Target  Brand Conscious Consumer  Globals – Affluent Class  Annual Income > Rs 1 Mill  3rd most brand conscious country in the world  By 2025  35% of Indian consumers  2% of Population spent money on luxury  20% of national private brands consumption  Typically upper middle Secondary class, young  Makes purchases  Strivers/Seekers – Middle reflecting his lifestyle or Class the lifestyle they strive for  Aspirational purchase behavior  2008 – 5% of Population  2025 – 41% of Population
  7. 7. Positioning Luxury/Super Premium  Value  Not an alternative to  Chocolate quality mass-market candy  Shapes/Designs brands  Flavor Little Indulgences  Localization  Ability to purchase just single chocolate  Variety Gifting  Health Conscious  Elaborate & customized  Benefits of dark chocolate presentation  Quality ingredients  Durability for  Small portions transportation
  8. 8. Product Selection Individual Gold Collection Chocolates TrufflesChocolate Bars Biscuits Ballotin Beverages Wedding/Party Favors Gift Baskets Dipped Fruit
  9. 9. PricingProduct Price/weight Comparison FactorsPatchi Rs 5/g • Specialty handcrafted chocolate(specialty) US $0.09/g • Emphasis on gifting Per GramMithai Rs 1.63/g • Often boxed for gifting(traditional US $0.03/g • US $0.11 Available at bakeries for individualcandy) Rs 6 consumption. Sold in 2lb batches.Toblerone Rs 80/50 g • New introduction for Cadbury(Cadbury/Kraft) Rs 1.60/g • Premium positioning US $0.03/g Rs 60/37.5 g • Perentry within the last decade Market Box (1Ferrero Rocher Rs 1.60/g US $0.03/g • • lb) wrapped premium positioning IndividuallyKit-Kat (Nestle) Rs 12/45.5g • US $50.00 1 finger variety offered for Rs 5 Rs .26/g • Rs 2,721 Cheapest chocolate/g despite US $0.01/g recent price increases
  10. 10. DistributionMini-BoutiquesPartner withdepartment stores fora ‘store within a store’conceptDepartment Stores• Debenhams (3)• Marks & Spencer (24)Travel Retail• Airport Locations
  11. 11. DistributionMini-BoutiquesPartner with Boutiquesdepartment stores fora ‘store within a store’ Retail storesconcept Luxury HotelsDepartment Stores • Imperial New Delhi• Debenhams (3) • The Oberoi• Marks & Spencer (24) • ITC HotelsTravel Retail• Airport Locations
  12. 12. DistributionMini-BoutiquesPartner with Boutiquesdepartment stores for Flagship Storesa ‘store within a store’ Retail storesconcept Luxury Hotels Stand alone storesDepartment Stores • Imperial New Delhi with a larger footprint and more product• Debenhams (3) • The Oberoi variety – café• Marks & Spencer (24) • ITC Hotels atmosphere Luxury MallsTravel Retail • DLR Emporio - Delhi• Airport Locations • UB City - Bangalore
  13. 13. Harajuku, Japan Flagship Store
  14. 14. Promotion Objective  Promotions  Establish Godiva as a  Targeted promotions for Luxury brand for affluent important holidays consumers  Partnerships Advertising/Marketing  India Fashion Week  Television  Luxury Hotels  Internet  Weddings  Magazines  Corporate Events  On Site (Malls & Hotels)  Pillow Chocolate  Outdoor/Posters  Location Based Mobile  Direct Mail
  15. 15. Messaging Give Gold | Golden Moments• Reinforce the tradition of gold in Indian culture - a symbol of status & wealth• Emotional appeal of creating a moment • For you and someone else – gift giving • For yourself - individual indulgences
  16. 16. Results Total Revenue – $240 M Sales – 200 M Chocolates Success – be prepared to constantly and quickly adjust the marketing mix Exit Strategy – if market traction cannot be gained after 1 year after flagship stores are in place  Consolidate operations in India to global travel retail
  17. 17. Questions

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