Hotel Chocolat Marketing Strategy and Communication Plan NTU FMB by Annie Taylor

USA MARKETING AND COMMUNICATION STRATEGY

Annie Taylor N0728925 Word Count: 3297 I confirm that this work has gained ethical approval and that I have faithfully observed the terms of approval in the conducts of this project. Signed ..................................................... Date ..................................

BRAND VISION & OBJECTIVES | 31 BRAND ESSENCE | 32

H OW I S I T G O I N G TO G E T T H E R E ?

METHODOLOGY | 6

WHERE SHOULD THE BRAND GO?

WHERE IS THE BRAND NOW?

RATIONALE | 5

CONCLUSION | 58

CONSUMER SEGMENTATION | 41

APPENDIX | 60

CONSUMER PROFILE - UK | 42 CONSUMER PROFILE - US | 43 ANSOFF MATRIX | 44

LIST OF ILLUSTRATIONS | 62

REFERENCES | 71 BIBLIOGRAPHY | 74

The aim of this report is to present a situational analysis on the luxury British chocolatier â&#x20AC;&#x201C; Hotel Chocolat. It will explore the challenges and opportunities that the brand faces within the UK, provide an analysis on both the chocolate and gifting markets and highlight key cultural differences between the UK and US consumer. These findings will enable a marketing and communication strategy to be developed for Hotel Chocolat to strengthen their positioning within the UK, and simultaneously, optimise their global potential within the USA.

R AT I O N A L E

METHODOLOGY RESEARCH OBJECTIVES • • •

Measure brand awareness, perception and usage within the UK Identify who Hotel Chocolat’s target consumer is Demonstrate how Hotel Chocolat can strengthen its UK positioning and optimise its potential in US market

P R I M A RY R E S E A R C H Quantitative: online survey with 127 respondents Qualitative: competitor store analysis

Method: • •

An online survey was conducted to gain insight on current brand awareness, perception and usage within the UK. It was distributed on social media platforms such as Facebook to access a wide demographic. Store observations in the UK and US were carried out to enable an understanding of the retail environment within Hotel Chocolat and its competitors stores. An analysis of visual merchandising, pricing strategies and employee to consumer relationships were made.

Locations: • • •

Hotel Chocolat store, Nottingham Hotel Chocolat concession in John Lewis, London St. Pancras International Godiva store, New York

S E C O N DA RY R E S E A R C H • • •

Online databases such as WGSN, Euromonitor and Mintel were used to analyse the current chocolate and gifting markets Books and Journal articles Social media platforms: Facebook, Instagram and Twitter

PA RT 1 : W H E R E I S T H E B R A N D N O W ?

A B I T E S I Z E H I S T O RY

1993

Hotel Chocolat becomes one of the UK’s first ever ‘e-tailers’ as they begin selling chocolates online.

2004

The first-ever Hotel Chocolat store opens in North London.

2006

Angus Thirlwell and Peter Harris buy a 250-year-old cocoa plantation farm in St. Lucia called Rabot Estate.

2010

Hotel Chocolat’s first cafe launches in London Borough Market selling cocoa-infused food and drinks // The first ‘Chocolate Bond’ is launched to fund Hotel Chocolat’s development

2011

Hotel Chocolat’s luxury hotel, restaurant and spa, Boucan, opens on Rabot Estate in St. Lucia.

Rabot 1745, Hotel Chocolat’s new restaurant, opens in London // Local chocolatiers start making fresh chocolate in bars and cafe’s.

2013

Hotel Chocolat’s ‘School of Chocolate’ opens in Covent Garden // Copenhagen sees the launch of two new stores.

2014

‘A New Way of Cooking with Chocolate’, Hotel Chocolat’s cookbook, is published // Hotel Chocolat open a ‘refuel station’ cafe in Cambridge.

2015

Hotel Chocolat is awarded Mid-Market Business of the Year at Lloyds Bank National Business Awards // Take home 18 Academy of Chocolate Awards including three gold.

2016

Hotel Chocolat launches in Sogo department store, Hong Kong.

2017

Hotel Chocolat is a leading British premium chocolatier and cocoa grower that manufactures innovative and accessibly priced luxury chocolate across four different large and growing markets.These include the chocolate, gifting and café markets within the UK, in which the brand has 91 boutique stores, 26 cafés and 1 restaurant. Their success within these sectors, in addition to having 0.02% shares in the international market, has generated a healthy financial income. Within the last year, Hotel Chocolat’s profits before tax increased by 100% to £11.2 million, (Hotel Chocolat Annual Report, 2017) and thus, this strong financial positioning will aid them colossally when launching into the US market.

B R A N D O V E RV I E W

M I S S I O N S T AT E M E N T

To be recognised as the Premium Chocolate Brand: through our unique world class products, service and team, we delight our customers

B R A N D VA L U E S

ORIGINALITY Hotel Chocolat are “constantly striving to be fresh, creative and innovative, and are always one surprising step ahead.”

AUTHENTICITY Hotel Chocolat are one of the world’s few chocolate makers to grow cocoa on their own plantation in Saint Lucia, connecting cocoa growing with luxury chocolate making.

ETHICS Hotel Chocolat have been “raising the bar for cocoa-growing since 2002” with their Engaged Ethics programme, which offers cocoa farmers respect and a fair deal and has already “transformed the lives of many in Ghana and on Saint Lucia” (HotelChocolat.com)

AWA R E N E S S

U S AG E

PERCEPTION

86% 64% 75% UK respondents have heard of Hotel Chocolat

UK respondents have purchased products from Hotel Chocolat

2% B R A N D H E A LT H

UK respondents follow Hotel Chocolat on social media

UK respondents agree that Hotel Chocolat is a luxury brand

61% UK respondents agree that Hotel Chocolat is a highquality brand

39% UK respondents agree that Hotel Chocolat is overpriced

Observations from the quantitative survey conclude that Hotel Chocolat has high brand awareness in the UK and medium to high usage surrounding purchase. Nonetheless, their social media accounts have extremely low usage, as only 2% respondents follow the brand across all platforms. Hotel Chocolat should monetise this platform to strengthen their brand positioning in the UK as 69% 35-49-year-olds and 58% 50-68-year-olds, whom are their target demographic, use Facebook. (Emarketer, 2017) There was a mixed response from respondents surrounding product and brand perception, with mostly positive feedback. However, 39% respondents perceive Hotel Chocolat to be overpriced and consequently, choose to shop cheaper alternative chocolate brands when purchasing gifts (see appendix).

CHAIRMAN’S STATEMENT

CURRENT UK PERFORMANCE Hotel Chocolat grew revenues 12% from 91.1m to 105.2m in 2017, (Hotel Chocolat Annual Report, 2017) demonstrating their current financial success. Drivers of this profitability include - Continuous new store openings – 12 new stores opened in 2017, 8 with cafés - A growth of digital sales – the launch of their new website increased mobile conversion by 30%; a - An increase in capacity and capability in their production and supply chain –investments in their factory being completed on time enabled a 20% increase in capacity. 15

M A R K E T H E A LT H

UK As an entirety, chocolate confectionery registered “marginal volume growth and a 1% value sales decline in the UK in 2017”. Nonetheless, dark chocolate tablets saw a 1% increase in value sales and seasonal chocolate has had the strongest growth of 2%. (Euromonitor, 2017)

FORECAST OF UK RETAIL VALUE SALES OF CHOCOLATE, 2012-2022

MARKET DRIVERS (Euromonitor, 2017) • Increasing trend toward portion control • Childhood obesity • Pursuit of a healthy lifestyle • Growing concern about sugar consumption • Demand for premium products • Premiumisation • Chocolate confectionary already a mature category

SOURCE: MINTEL

Despite the chocolate confectionery market declining overall, seasonal chocolate retail value is growing within the UK. This could be informing Hotel Chocolat’s financial success as “approximately half ” of their products are “being purchased as gifts.” (Hotel Chocolat Annual Report, 2017)

SALES OF CHOCOLATE CONFECTIONERY Retail Value RSP - USD million - Current - 2003-2022

In 2017, “chocolate confectionery records retail current value growth of 3% to reach sales of USD18.9 billion,” whereby “tablets emerged as the fastest growing category”. Similarly to the UK, seasonal chocolate also performed well, with a current value growth of 3%. “Premium chocolate continued to gain share in the US”, led by industry players such as “Ferrero, Ghirardelli and a variety of small batch, craft, artisanal and bean-to-bar manufacturers, like Theo Chocolate.” (Euromonitor, 2017)

MARKET DRIVERS (Euromonitor, 2017) • Texture and mouthfeel are primary drivers of inovation • Consumers wanting to enjoy chocolate confectionery as an occasional indulgence • Consumers feel better about indulging in a premium dark chocolate which has a higher cocoa content

SOURCE: EUROMONITOR INTERNATIONAL

As the success of seasonal chocolate translates into the US, the market is currently in a steady position for Hotel Chocolat to launch into as a gifting brand. Furthermore, given the growing consumer demand for artisanal chocolate with higher cocoa content, which aligns with the brand’s USP – “more cocoa less sugar,” it is evident that there are a few gaps in the market; health and wellness are considered one of America’s core values (Schiffman and Wisenblit, 2015) and thus, the brand affords health benefits the US consumer desires.

M AC RO T R E N D S

Healthy lifestyle habits are becoming the normal way of life as concerns over obesity, food sensitivity and people affected from disease continues to rise (Boumphrey S and Brehmer, Z. 2017)

HEALTH AND WELLNESS

FUTURE IMPACT As the health and wellness trend gains momentum, consumers will begin to make more fitness-focused decisions surrounding the mind body and diet, especially considering the macro trend is adopting a more holistic approach. They will therefore rationalise which brands they purchase from, favouring those that conform to a healthier lifestyle.

FUTURE IMPACT ON HC The consumer shift towards a healthier lifestyle potentially poses a threat to Hotel Chocolat as more and more people will start to eat less chocolate due to the surge of chronic health conditions, diabetes and obesity. However, by promoting their ‘more cocoa, less sugar’ mantra, consumers may choose to purchase from Hotel Chocolat over their competitors as they are considered ‘healthier.’

PERSONALISATION

FUTURE IMPACT

60% of shoppers agree that personalised gifts are more meaningful (Mintel, 2018)

“Meaning” emerged as a top trend at WGSN’s Futures London 2017 event. (Blankson, A. 2017) Thus, consumer demand for personalised products will continue to grow and brands will need to consider “country-specific, age and gender attitudes to personalised marketing” in their strategy, “as well as characteristics and “attributes that make a message feel personal to different demographics, or they will risk alienating customers.” (Halliday, S. 2018)

FUTURE IMPACT ON HC With a 0.5% share in the gifting market, it is important that Hotel Chocolat are utilising personalisation. The brand currently offers gift sleeves which enable consumers to tailor a flavoured chocolate box to a gift occasion or seasonal event, with phrases such as “congratulations”, “happy birthday” etc. on the front. However, Hotel Chocolat could utilise technological advancements such as 3D chocolate printing to deliver a new level of personalisation for their consumers.

FUTURE IMPACT Spending on durable goods will increasingly decline as consumers wish to spend their money on experiences over possessions. There is demand for experiences to be integrated “in the path to purchase,” (Boumphrey and Brehmer, 2017) suggesting that traditional brick and mortar retail methods will falter.

EXPERIENCE MORE

FUTURE IMPACT ON HC Hotel Chocolat capture the experiential market in the UK within their ‘School of Chocolate’ tasting sessions, whereby consumers are educated on the art of chocolate making. However, to entice more consumers, the brand could take advantage of the tools that social media platforms offer such as ‘stories’ on Facebook and Instagram and record these experiences to promote both their experiential events whilst also creating more engagement with social media.

“Experiential marketing can turn prospects into aware customers who understand the product, have interest in buying it, and actually make purchases” (Smith and Hanover, 2016. p15) 20

P E S T L E A N A LY S I S

POLITICAL UK

IMPACT ON HC

“The ongoing Brexit negations means that the future of the UK economy remains uncertain as the UK’s relationship to the EU is untangled and new trade arrangements need to be settled with the EU and with the rest of the world.” (Mintel, 2018)

Hotel Chocolat purchases many of its ingredients and capital items in currencies other than sterling. Thus, if the pound falls, it could create barriers for Hotel Chocolat as imports will be more costly. Furthermore, costs may also be increased by changes to government policy, including changes to tax, trading laws or other legislation as a result of Brexit. (Hotel Chocolat Annual Report, 2017)

“Action on Sugar called for a complete ban on all confectionery price promotions, as well as a sugar tax on all confectionery of at least 20%” (Mintel, 2018)

The sugar tax will cause competition to rise for Hotel Chocolat (BMIResearch) as more manufacturers will invest in creating their own cocoa content, which will likely saturate the chocolate market. Furthermore, if other brands match their cocoa content at a lower price point, this will pose a threat to Hotel Chocolat’s pricing strategy, as “shoppers are susceptible to impressions and information they acquire in store,” such as a better pricing deal, “rather than relying on brand name of brand loyalty.” (Underhill, P. 2009. p25) Therefore, the brand must be constantly innovating, and should focus on promoting themselves as a gifting brand as well as a chocolate brand within the UK and USA to guarantee sales.

USA “The US has a trade in goods deficit with the EU of about $38bn, with about $78bn exported to Europe from the US, and $116bn going the other way.” (The Guardian, 2018) This is set to change due to Trump’s declare on trade wars.

IMPACT ON HC

President Donald Trump’s plan to impose tariffs on imported steel and alluminium has caused conflict between the three biggest economies (US, China and the EU) as there is a fear that the US will damage business growth. “The EU has said it will retaliate by slapping tariffs on a range of high-profile American goods and will start a case against the US at the World Trade Organisation, which polices global trade.” However, “If Trump responds to Europe’s countermeasures with fresh action of his own, the conflict could escalate quickly.” (The Guardian, 2018) This tension will make it extremely difficult for Hotel Chocolat to trade with the USA.

ECONOMICAL UK

IMPACT ON HC

“The worst impact of the drop in the value of the Pound has now fallen out of the market, with the rate of inflation falling since December 2017” (Mintel. 2018)

With the rise of inflation falling, the pressure of costs will ease off chocolate manufacturers, such as Hotel Chocolat, as cocoa will become cheaper than it was post-Brexit, whereby the weaker pound caused a surge in the price of raw materials.

“Real spending growth slowed to less than 1% in 2017, to GBP44,770 per household, due to “ongoing economic uncertainty around Brexit negotiations” causing consumer confidence to weaken. (Euromonitor, 2017)

Consumer expenditure decreasing in the UK poses a threat to Hotel Chocolat as consumers will be less confident on spending lesuirely on themselves. As the brand offers the chance to self-indulge, consumers may feel they are being irresponsible with spending if they purchase their products. Consequently, Hotel Chocolat’s profit margins could simultaneously decrease.

USA “Between 2014 and 2017 consumer expenditure per household increased by nearly 7% in the US”, which was “buoyed by the “improving economy, rising levels of disposable income, low inflation and a bright jobs market.” (Euromonitor, 2017)

IMPACT ON HC Launching Hotel Chocolat into the USA whilst the economy is performing well is likely to increase the chances of its success. Furthermore, with the rise of disposable income and consumer expenditure, American consumers will be more willing to spend leisurely on confectionery which will be beneficial for Hotel Chocolat as they charge a more premium price for their products.

SOCIAL UK Consumers “seek indulgences without the guilt, as well as honest labelling on the natural ingredients and health benefits inside” (Blankson, A. 2017)

IMPACT ON HC “Insights into customers’ attitudes and opinions can help direct and target marketing activity more effectively,” (Jackson, T; Shaw, D, 2008) therefore, analysing shifts in consumer lifestyles is integral for brands to prosper and stay relevant. Thus, as consumers seek a healthier lifestyle, Hotel Chocolat will have an advantage against their competitors as they have a 13-year track record and USP of “more cocoa, less sugar.”

USA “54% of respondents said that Americans pay more attention to eating healthy foods today than they did 20 years ago” (Euromonitor, 2017)

IMPACT ON HC Similar to the UK consumer, shifts towards healthier eating are a growing sector. This means that Hotel Chocolat is likely to be chosen over their competitors when it comes to purchasing chocolate confectionery. Their mantra “more cocoa, less sugar” should continue to be promoted within the USA once they expand as this adheres to the health benefits that consumers are increasingly desiring.

TECHNOLOGICAL UK Technological advancements are fast disrupting various industries, including chocolate confectionery. For example, 3D printing is being utilised by leading players in the chocolate market such as Hersheyâ&#x20AC;&#x2122;s.

IMPACT ON HC Hotel Chocolat will falter within both the chocolate, but more importantly the gifting market, if they do not invest in stronger technological advancements such as 3D printing. These machines really capture the personalisation macro trend which will be extremely beneficial when launching into the US.

USA Social media is being utilised by both the UK and US consumer, with 68% of U.S. adults now Facebook users and 35% Instagram (PewResearch, 2018).

IMPACT ON HC Social media enables brands to garner consumer attention, increase sales and raise brand awareness (Rath. P. 2015). It is therefore important that Hotel Chocolat are constantly updating and posting on their social media accounts to drive traffic and increase their digital revenue. Hotel Chocolat are currently developing an app to increase the customer shopping experience, which will offer customer rewards and provide a single view of the customer. This is integral considering US consumers are active social media users.

LEGAL UK The General Data Protection Regulation (GDPR) was enforced on 25th May 2018.

IMPACT ON HC The new Data Protection laws that have been enforced in the EU pose a threat to Hotel Chocolat, as consumers must now actively consent for businesses to use their data. It is believed that 33% of people will request to have their data removed from retailers under the new rules (Smith, D. 2017), thus, it is probable that Hotel Chocolat will lose some of its existing consumer base, and will also make it harder to access a new consumer base. Nonetheless, It is integral that the brand abide by the new laws otherwise they could receive fines.

USA The Food and Drug Administration plans to explore what it means for food products to be considered healthy and may create an icon or symbol to label those that meet the possible new definition (Mintel, 2018)

IMPACT ON HC Building on Obama-era policies, the FDA are aiming to improve the nutrition and diet of Americans, in hope to cut down obseity rates and prevent chronic health conditions, such as diabetes and heart diseases, from occuring (Mintel, 2018).This may pose a threat to Hotel Chocolat as whilst the brand use a higher cocoa content than some of their competitors, it is likely that they will not meet the criteria of a â&#x20AC;&#x2DC;healthyâ&#x20AC;&#x2122; product. Nonetheless, given the fact that they have shares in the gifting market, it is likely that their products will be bought for a secondary consumer and thus, these labels may not have as much of an impact.

ENVIRONMENTAL UK Matt Loose, director of sustainable business consultants SustainAbility states that “In the UK, more sustainable food is where market growth is. It’s creating stronger brands and consumer connection. It’s building more efficient operations and saving costs.” (Cooper, B. 2017)

IMPACT ON HC Hotel Chocolat have created the blueprint for “sustainable cocoa growing” (HotelChocolat.com) as they have their own plantation in St. Lucia called Rabot Estate. Their commitment to fair trade is strong, and is expressed through their Engaged Ethics programme. Hotel Chocolat are therefore likely to gain share within this market, which will drive more revenue. However, having their own cocoa plantation means that Hotel Chocolat are not accredited by the Fair Trade Association, which could potentially pose a threat to Hotel Chocolate as it raises concerns over how ethical the brand actually is. Thus, the ethical consumer may not purchase from them for this reason.

USA

IMPACT ON HC

Many Americans “connect their materialistic concerns with the environment, realising that the desire to consume more and more is not ecologically sustainable” (Rath, P. 2015. P.222)

As more consumers begin to realise their social responsibilty to the environment, they will look to purchase from brands who have a strong ethical stance. As ethics is one of Hotel Chocolat’s core values, it is likely that they will prosper in the USA as this could be used as their USP within the competitive landscape.

“46% of adults said they recycle to protect the environment ‘whenever possible’ while 30% said they do so ‘most of the time’. (Euromonitor, 2017)

As attitudes towards ethical living continue to grow, consumers will expect brands to be actively engaging with corporate social responsibility. Whilst Hotel Chocolat have a strong ethics programme, they do not currently recycle their product packaging. This could hinder their success within the USA, as using 100% recycled materials would enable them to adopt a stronger competitive edge.

S WOT - U K

STRENGHTS

WEAKNESSES

Use organic cocoa sourced from their own plantation in St. Lucia

USA expension failed initially

Innovative product offerings such as gin, coffee etc.

Lack of engagement on social media platforms (See Appendix)

Renowned for being a luxury gifting brand (See Appendix)

Expansion into lots of different product ranges can be overwhelming

Invested in brand stretch as they opened global restaurant’s/bar-cafes, including their own Hotel and restaurant in St. Lucia

Not accredited by the Fair Trade Association - could raise concens other how ethical Hotel Chocolat are

Emphasis on ‘more cocoa, less sugar’, promoting healthier chocolate

Not easily accessible for consumers (Hotel Chocolat Annual Report, 2017)

OPPORTUNITIES

THREATS

Expansion into the USA - increase in demand for dark chocolate

High demand for cheaper chocolate/alternatives

Engage more with social media content to engage new demographic

Change in consumer taste

New and innovative store formats

Environmental disaster could exploit their plantation farm and raw materials will become unavailable

Celebrity endorsement/brand ambassador in UK

Lower availability in comparison to competitors as only sold physically in own stores or John Lewis concessions

Whilst it is prospering, Hotel Chocolat still need to analyse their weaknesses within the UK before launching into America to ensure their global potential is maximised. UK optimisation strategies could include: Improving social media engagement Investing in new store formats, making the brand more accessible Hiring a brand ambassador

PA RT 2 : W H E R E S H O U L D T H E B R A N D G O ?

BRAND VISION & OBJECTIVES

“To create a new model of aspirational luxury that democratises access to premium chocolate by rejecting notion of ‘choc-snob elitsm’” (Rogers, C. 2018)

To become a “leading one-stop gift brand” (Hotel Chocolat Annual Report, 2017)

To continue striving in originality, authenticity and ethics

BRAND ESSENCE

EMOTIONAL BENEFITS

PERSONALITY TRAITS

ESCAPISM

QUIET

PLEASURE

RICH

HEALTHIER

FUNCTIONAL BENEFITS

SOPHISTICATED

SLEEK

SANCTUARY

INDULGENCE

AUTHENTIC

LUXURY

CARING

P O S I T I O N I N G S TAT E M E N T

Hotel Chocolat are a leading premium chocolate gifting brand whom have “carved a contemporary British take on luxury chocolate,” offering differentiated products rather than “following continental chocolate traditions.” (Hotel Chocolat Annual Report, 2017) The brand injects fun and hedonism into the market with thicker, tastier and healthier chocolate in comparison to their competitors. (The Guardian, 2015) Ultimately, their plantation in St. Lucia sets them apart from other chocolatiers as they grow and source their own cocoa.

C O M P E T I T O R A N A LY S I S - P R I M A RY

LIMITED AVAILABILITY

PREMIUM

VALUE

The brand perceptual map shows Hotel Chocolat’s positioning within the chocolate and gifting markets. Competitors within the premium/limited availability group include Godiva, Charbonnel et Walker and Artisan du Chocolat. Hotel Chocolat are also competing with lowerend brands such as Lindt, Thorntons and Green & Blacks as they are cheaper alternatives that have high brand awareness as they are sold in supermarkets; making them widely accessible. Hotel Chocolat consumers “would be happy to buy more Hotel Chocolat product if it were easier to access,” (Hotel Chocolat Annual Report, 2017) an opportunity that Hotel Chocolat needs addressing within the UK.

WIDE AVAILABILITY

Similarly to the UK, there is strong competition within the premium/limited availability group within the American chocolate and gifting market as Vosges, Godiva and Jacques Torres have a similar pricing strategy for similar products. Hotel Chocolat would also be competing with industry players such as Hersheyâ&#x20AC;&#x2122;s, a cheaper alternative chocolate which is widely accessible. Hotel Chocolat would have to work hard to build brand awareness when in the USA.

US LIMITED AVAILABILITY

PREMIUM

VALUE

WIDE AVAILABILITY

C O M P E T I T O R A N A LY S I S - S E C O N D A RY

LIMITED AVAILABILITY

PREMIUM

VALUE

Hotel Chocolat’s “competitor set and growth opportunities are wider than just traditional chocolate retailing.” (Hotel Chocolat Annual Report, 2017) Thus, this brand perceptual map shows Hotel Chocolat’s positioning within the UK skincare market. Secondary competitors in the premium/limited availability group include Aesop and Kiehl’s. Competitors in the premium/ wide availability group pose a threat as they are more accessible and will therefore have higher brand awareness.

WIDE AVAILABILITY

In the US skincare market, evidence shows there is a gap for the brand to launch their own skincare products as the competition within the premium/ limited availability group is reasonably low. Whilst there is competition from widely accessible brands such as Dermalogica, Clarins and Philosophy, there is â&#x20AC;&#x153;a culture of having things first; purchasing based on perceived exclusivityâ&#x20AC;? (Zagor, 2018) so these aspects would give Hotel Chocolat a competitive edge when in the USA.

US LIMITED AVAILABILITY

PREMIUM

VALUE

WIDE AVAILABILITY

S WOT - U S

STRENGHTS

WEAKNESSES

Strong brand identity and image

Extensive product range is overwhelming and could cause company values to become lost

British heritage popular amongst American consumers

Premium price may limit consumer demographic, making it harder to attract the younger consumer

Already trade with the US and 70% visitors to Boucan are American (Lawson, A. 2015) – established demographic

Not accredited by the Fair Trade Association - could raise concens other how ethical Hotel Chocolat are if people are not made aware of the brand first

Operate in different markets – enables a range of USP’s to choose from when launching into US

OPPORTUNITIES

THREATS

Seasonal chocolate is a growing market

Re-launch could fail

Build an app which offers consumer rewards and introduce to US consumer

Strong competition for artisanal chocolate

Recyclable packaging could build a wider, more ethical demographic

Could risk losing consumers at their hotel in St. Lucia if made more accessible to US consumers

Maintaining social media engagement

Loss of brand identity as it focuses too much on the American consumer Demand for cheaper chocolate/alternatives always prevalent Environmental disaster could exploit their plantation farm and raw materials will become unavailable

Hotel Chocolat need to consider these four areas when planning their launch into the USA, as they are critical components of the strategic planning process and provide insights into what they should prioritise to ensure success. From this, actionable tactics can proceed.

C O N S U M E R S E G M E N T AT I O N

DEMOGRAPHIC Hotel Chocolatâ&#x20AC;&#x2122;s target market are primarily females aged 30-60 in the demographic ABC1.

GEOGRAPHIC Hotel Chocolat stores are usually located in urban areas where competitors are close by.

BEHAVIOURAL The Hotel Chocolat consumer is loyal to the brand, purchasing when in need of a gift, or wanting to self-indulge and not feel guilty. They spend time thinking what to buy as opposed to impulse buying.

PSYCHOGRAPHIC Hotel Chocolat consumers demonstrate an appreciation of high-quality and premium products, enjoying the sensation of small indulgences. They balance their private and professional lives well.

C O N S U M E R P RO F I L E - U K

Anna is a 43-year-old events planner; she is always on-the-go, meeting clients and visiting venues. When she isnâ&#x20AC;&#x2122;t at work, she enjoys hosting dinner parties for her girlfriends, followed by wine and luxury chocolates in her beautiful home in Fulham.It is these little indulgences that keep her content in life. She attends hot yoga twice a week after work to escape her busy lifestyle, and on the other days she spends quality time with her husband and two daughters.

C O N S U M E R P RO F I L E - U S

Rhea is a 28-year-old marketing executive in Los Angeles; she enjoys spending her income on travelling with her boyfriend Jamie, collecting souvenirs and posting pictures of her travels on social media. She takes regular trips to restaurants and spas to rewind from her busy lifestyle. She is a caring person who goes the extra mile when it comes to holiday seasons as she often purchases premium gifts for her family and friends.

A N S O F F M AT R I X

EXISTING PRODUCT

NEW PRODUCT PRODUCT DEVELOPMENT

EXISTING MARKET

MARKET PENETRATION Continue to open new stores across more formats

Extend beauty product range e.g.

Increase market share Introduce loyalty scheme to reward customers for purchases

- bubble bath/bath bombs - make-up such as chocolate scented eye shadow palettes

Scout for a brand ambassador

Increase ranges for dietary preferences e.g. vegan

Creation of gift-sender app

Increase childrenâ&#x20AC;&#x2122;s gift range by selling chocolate characters all year round

Work with carefully selected wholesalers to give consumers more choice on how to buy

NEW MARKET

MARKET DEVELOPMENT Open in new markets such as the USA by collaborating with hotels to reduce financial risk

DIVERSIFICATION Diversify into food spreads market e.g. chocolate spread

Increase social media engagement to target a younger demographic Revamp and develop new types of subscription offers to target international consumer Offering the same product offerings in the US as UK

STRATEGIC CHALLENGE

The Ansoff Matrix has been used to inform what optimal strategy Hotel Chocolat should take going forward in the USA. Market development is the safest option to take; the brand should promote themselves as a premium gifting brand by putting forward existing products, pre-dominantly focusing on their chocolate and skincare offerings, to reduce financial risk.

PA RT 3 : H O W I S I T G O I N G TO G E T T H E R E ?

M A R K E T E N T R Y S T R AT E G Y

FIRST LAUNCH Hotel Chocolat first launched into America in 2009 with the opening of two stores in Boston, Massachusetts and Long Island, New York. Despite trading well, the stores closed in 2015 as the cost of shipping to just two stores was too costly and “made them uneconomical to retain for long.” (Lawson, A. 2015) Thirwell, (A. 2015) Chief Executive of Hotel Chocolat, believes that “America is a very difficult market but the prize for brands who can break it are huge,” therefore, it is integral that the second launch into the USA ensures success; aiding the brand to become a leading global onestop gift brand rather than just a national one.

SECOND LAUNCH In order to maximise this global potential, Hotel Chocolat must consider strengthening its positioning within the UK first. Thus, through analysing primary and secondary research and using a range of different marketing models, a five-phase marketing and communications strategy has been proposed.

PHASE ONE

To strengthen Hotel Chocolat’s positioning within the UK, the brand’s vintage ‘Chocomobile’ will be driven to central tourist locations in London – including Trafalgar Square, Hyde Park and Covent Garden, whereby it will stay in each location for a period of one week. This guerrilla marketing strategy “has the ability to achieve prominence and credibility because it is unusual and therefore more likely to be remembered by the consumer.” (Jackson and Shaw, 2008. P285) The marketing objective of this innovative strategy would be to raise brand awareness whilst making the brand more accessible to its UK consumers. Therefore, the Chocmobile team will offer consumers small product samples, promoting the brand’s new product ranges, and simultaneously, encouraging consumers to make future purchases. Once guerrilla marketing tactics have been utilised, “the level and caliber of word-ofmouth marketing communication that it then creates is difficult to measure.” (Jackson and Shaw, 2008. P285) Therefore, to make it easier, consumers must have their picture taken within a cardboard Instagram frame and upload it to their social media accounts with the hashtag #HotelChocmobile to receive the free chocolate sample. Hashtags are used to “spread ideas, expose topics to wider audiences, and help unravel larger brand stories,” they function as a “communal platform where like-minded individuals can connect” (Bendoni, W. 2017. P164) and thus, should help improve Hotel Chocolat’s social media engagement.

The concept used within phase one will then be translated onto the second phase, whereby the Chocmobile will be driven around Central Park, New York, as this is a main tourist location which will attract a wide demographic. Furthermore, “70% of visitors to its Boucan Hotel in St Lucia are Americans” (Lawson, A. 2015) and when it first launched in 2011, people started “flying in from New York for the food” (HotelChocolat.com) and thus there is arguably already an established demographic there. The van will stay there for a period of three weeks, as this should allow enough time to build brand awareness. Furthermore, to enhance this, the samples and Instagram frame will be utilised in the US as in was in the UK along with added leaflets with details on where to find the brand in the upcoming months.

PHASE TWO

Leaflet example

PHASE THREE

Four Seasons Hotel, California

Four Seasons Hotel, Beverly Hills 52

This phase enables Hotel Chocolat to launch into America on a long-term basis, whereby the brand will collaborate with Four Seasons Hotels to maintain their position within the luxury market; these hotels and are notorious for their 4-5 star ratings and thus align with Hotel Chocolat as they are also aimed at a premium demographic. Collaborating with a chain of hotels will enable brand awareness to be raised more quickly than it would a stand-alone hotel as it will be easier to promote via leaflets and social media. Hotel Chocolat products will be located within the hotels across their west coast branches; Los Angeles, California and San Francisco as these are considered top holiday destinations for consumers both within and out of the USA and are also where the health and wellness trend gains the most momentum. When arriving into their rooms, guests will be greeted with small samples of Hotel Chocolat chocolates on their pillows, which will introduce consumers to the brand; and will further be enhanced by the hotels serving Hotel Chocolat ice cream between 2-5pm each day to demonstrate the brandâ&#x20AC;&#x2122;s wide product offerings.

Within phase four, Hotel Chocolat gift shops will be fitted into the three hotels , whereby consumers can purchase the products they have sampled. Product offerings will be limited to both seasonal and non-seasonal chocolates, and alcohol, initially, as the extended list could be too overwhelming when introducing the brand. The gift shop will offer a personalisation service, in which the consumer can customise the gift sleeve of their chocolates from each of the hotels they have visited; messages could include “Hello from Beverley Hills” etc. to establish Hotel Chocolat as a gifting brand. The shop will include omni-channel retailing as the staff will use Ipads to create the gift sleeves within the hour. The shop will adopt a sleek and sophisticated aesthetic to maintain the same brand image it promotes in the UK. Consumers could purchase on behalf of someone else, as exactly half of US consumers like to receive personalised products; (Halliday, S. 2018) or they could also buy for themselves, as “30% consumers say they have treated themselves to a gift in the last year” (Mintel, 2017) demonstrating that there is a large opportunity for Hotel Chocolat to enter the US as a gifting brand.The brand will maintain their premium pricing within the US as they do the UK as this reflects the high-quality cocoa used within the products and aids in creating the correct brand image.

PHASE FOUR

Personalisation IPad

Hotel gift shop layout example 55

PHASE FIVE

Sample body products

Spa facilities in hotel

Phase five will focus on experiential marketing, whereby Hotel Chocolat will collaborate with Four Seasons spas. Hotel Chocolat have their own skin care range created with their own locally sourced cocoa; therefore, to introduce these product offerings, samples will be located within guest’s bathrooms to encourage them to try. Furthermore, the masseurs employed by the hotel will use Hotel Chocolat body lotions within their treatments, as experiencing the brand, rather than just purchasing it, “allows the consumer to really see and feel its benefits.” (Boumphrey and Bremner, 2017) However, to ensure that the hotels benefit from the collaboration, 20% off vouchers will be given out to motivate guests in participating within the spas; these will be for a limited time to ensure that Hotel Chocolat’s pricing strategy is not damaged. There is a clear gap in the market for Hotel Chocolat to launch these products as “demand for efficacious and multifunctional skin care products coincides with greater consumer interest in healthy living and wellness” (Boumphrey and Bremner, 2017) Thus, based on how many samples are used within guest’s rooms will determine whether they get stocked within the gift shop or not.

CONCLUSION

To conclude, using Four Seasons Hotel as the intermediary for Hotel Chocolat to re-launch into the USA is safer and more cost-effective than their initial launch strategy. The five phases enables the brand to build awareness gradually and create strong relationships with its consumers, rather than launching stores immediately and running out of ways to innovate. It also enables Hotel Chocolat to be established as a gifting brand, as consumers often purchase souvenirs when on holiday to keep or give to their family. If the launch is successful, then the brand could consider opening concessions in airports in popular tourist locations to attract a similar but wider audience.

APPENDIX

L I S T O F I L L U S T R AT I O N S Unknown (n.d.). Hotel Chocolat logo. [image] Available at: https://westgateoxford.co.uk/shops/hotel-chocolat [Accessed 28 May 2018]. Hotel Chocolat (2018). Cracked chocolate slab. [image] Available at: http://blog.hotelchocolat.com/sugar-in-thenews/ [Accessed 2 May 2018]. Hotel Chocolat (2018). Melted chocolate. [image] Available at: https://www.hotelchocolat.com/uk/investorrelations-major-shareholders.html [Accessed 11 May 2018]. Hotel Chocolat (2018). Chocolate location. [image] Available at: http://www.hotelchocolat.com/uk/help/ordertracking.html [Accessed 2 Jun 2018]. Hotel Chocolat (2018). Chocolate display. [image] Available at: https://www.hotelchocolat.com/uk/investorrelations-financial-calendar.html [Accessed 8 May 2018]. Hotel Chocolat (2018). Hotel Chocolat super milk. [image] Available at: http://www.hotelchocolat.com/uk/help/ terms-and-conditions.html [Accessed 11 May 2018]. Unknown (2017). Chocolate and nuts slab. [image] Available at: https://www.glasgowlive.co.uk/whats-on/fooddrink-news/hotel-chocolat-opening-chocolate-cafe-12934868 [Accessed 2 May 2018]. Hotel Chocolat (2018). Hotel Chocolat pieces. [image] Available at: http://www.hotelchocolat.com/uk/investorrelations-results-and-reports.html [Accessed 27 May 2018]. Hotel Chocolat (2017). Hotel Chocolat highlights. [image] Available at: http://www.hotelchocolat.com/on/ demandware.static/-/Sites-HotelChocolat-Library/default/dw79ebc612/Annual%20Report%20FY17.pdf [Accessed 2 May 2018] Unknown (n.d.) Caramel chocolates. [image] Available at: https://lyon.salon-du-chocolat.com [Accessed 23 May 2018].

Mintel (2018). Forecast of UK retail value chocolates 2012-2022. [image] Available at: http://academic.mintel. com/display/897456/ [Accesed 30 May 2018] Euromonitor (2017). Sales of chocolate confectionery US retail value - Current - 2003-2022. [image] Available at: https://www.portal.euromonitor.com/portal/analysis/tab [Accessed 30 May 2018] Unknown (2017). More cocoa, less sugar. [image] Available at: https://biteyourbrum.com/ events/hotel-chocolatopens-birmingham-bar/ [Accessed 23 May 2018]. Hotel Chocolat (2018). Gift personalisation. [image] Available at: http://www.hotelchocolat.com/uk/hampers/ hampercomponents/?hamperitems=true [Accessed 23 May 2018]. Hotel Chocolat (2018). Chocolate tasting session. [image] Available at: http://www.hotelchocolat.com/uk/shop/ products/gift-experiences.html [Accessed 23 May 2018]. Hotel Chocolat (2018). Gift experiences. [image] Available at: http://www.hotelchocolat.com/uk/shop/products/ gift-experiences.html [Accessed 23 May 2018]. Unknown (n.d.). Mini chocolates. [image] Available at: http://www.londontown.com/LondonInformation/ Shopping/Hotel-Chocolat/47791/ [Accessed 4 Jun. 2018]. Hotel Chocolat (2018). Boucan at night. [image] Available at: http://www.hotelchocolat.com/on/demandware. static/-/Sites-HotelChocolat-Library/default/dwed03e47d/HOTEL/2016/1260px%20Images/Hotel-Chocolat-TheHotel-3-1260x600.jpg [Accessed 8 May 2018]. The Telegraph (2018). Boucan by Hotel Chocolat. [image] Available at: https://www.telegraph.co.uk/travel/ destinations/caribbean/saint-lucia/soufriere/hotels/boucan-by-hotel-chocolat/ [Accessed 2 May 2018]. Hotel Chocolat (2018). Boucan Hotel Greenery. [image] Available at: http://www.hotelchocolat.com/uk/boucan/ the-hotel/all-inclusive-offer.html [Accessed 6 Jun. 2018]. Hotel Chocolat (2018). Cocoa beans. [image] Available at: https://www.hotelchocolat.com/uk/about/cocoaestate/cocoa-plantation.html [Accessed 2 May 2018]. Unknown (2018). World map. [altered] [image] Available at: https://desenio.co.uk/en/artiklar/poster-world-mapblack-white.html [Accessed 2 Jun. 2018] 64

Hotel Chocolat (2018). Hotel Chocolat finger print. [image] Available at: http://www.hotelchocolat.com/uk/shop/ collections/ [Accessed 2 Jun. 2018]. Hotel Chocolat (2018). Chocolate curl. [image] Available at: http://www.hotelchocolat.com/uk/investorrelations-results-and-reports.html [Accessed 2 Jun. 2018]. Hotel Chocolat (2018). Chocolate splatter. [image] Available at: http://www.hotelchocolat.com/uk/investorrelations-results-and-reports.html [Accessed 2 Jun. 2018]. Hotel Chocolat (2018). Hotel Chocolat square chocolates. [image] Available at: http://www.hotelchocolat.com/ uk/help/security-and-privacy.html [Accessed 11 May 2018]. Unknown (n.d.). Charbonnel et Walker logo. [image] Available at: http://www.essentialbagcompany.co.uk/ charbonnel-et-walker/ [Accessed 23 May 2018]. Unknown (n.d.). Hotel Chocolat logo. [image] Available at: https://intu.co.uk/metrocentre/stores/hotel-chocolat [Accessed 23 May 2018]. Unknown (n.d.). Godiva logo. [image] Available at: https://en.wikipedia.org/wiki/Godiva_Chocolatier [Accessed 23 May 2018]. Artisan Du Chocolat (2018). Artisan du Chocolat logo. [image] Available at: https://www.artisanduchocolat. com/ [Accessed 23 May 2018]. Unknown (n.d.). Prestat logo. [image] Available at: http://www.cocoda.biz/items/prestat-3.php [Accessed 23 May 2018]. Unknown (n.d.). Guylian logo. [image] Available at: https://www.sundaypost.com/fp/win-one-five-luxury-guylianchocolate-hampers/attachment/guylian-logo-high-res/ [Accessed 23 May 2018]. Unknown (n.d.). Thorntons logo. [image] Available at: https://www.galleriesbristol.co.uk/thorntons/ [Accessed 23 May 2018]. Unknown (n.d.). Lindt logo. [image] Available at: https://logos-download.com/9402-lindt-logo-download.html ( [Accessed 23 May 2018]. 65

Unknown (n.d.). Montezumas logo. [image] Available at: http://www.lovebritishfood.co.uk/blog/producer-of-themonth-helen-pattinson-montezumas-chocolate [Accessed 1 Jun. 2018]. Unknown (n.d.). Green and Blacks logo. [image] Available at: http://www.strategicobjectives.com/greenblacks-organic-holiday?utm_content=buffer11b68&utm_medium=social&utm_source=twitter.com&utm_ campaign=buffer [Accessed 1 Jun. 2018]. Unknown (n.d.). Jacques Torres logo. [image] Available at: https://www.grandcentralterminal.com/shop/jacquestorres-chocolate/jacques-torres-chocolate-logos/ ( [Accessed 23 May 2018]. Unknown (n.d.). Mast Brothers logo. [image] Available at: https://en.wikipedia.org/wiki/Mast_Brothers [Accessed 23 May 2018]. Unknown (n.d.). French Bread Chocolates logo. [image] Available at: http://testing.frenchbroadchocolates.com/ frenchbroad/checkout/index.php [Accessed 1 Jun. 2018]. Unknown (n.d.). Theo Chocolate logo. [image] Available at: https://www.behance.net/gallery/10588729/ BRANDINGRETAIL-Theo-Chocolate-Packaging [Accessed 1 Jun. 2018]. Unknown (n.d.). Hershey’s logo. [image] Available at: http://uk.phaidon.com/agenda/design/articles/2014/ september/03/hershey-s-courts-controversy-with-redesign/ [Accessed 1 Jun. 2018]. Unknown (n.d.). Sugarfina logo. [image] Available at: https://www.businesswire.com/news/ home/20131122005205/en/Sugarfina-Opens-First-Ever-Candy-Boutique-Grown-Ups-Los [Accessed 1 Jun. 2018]. Unknown (n.d.). Vosges logo. [image] Available at: https://couponcodeshero.com/vosges-haut-chocolat-couponpromo-code/ [Accessed 4 Jun. 2018]. Unknown (n.d.). Aesop Logo. [image] Available at: https://logosinside.com/cosmetic-logos/1052-aesop-logo.html [Accessed June 2018]. Kiehl’s (2018). Kiehl’s logo. [image] Available at: https://www.kiehls.com [Accessed 5 June 2018] Unknown (2017). The Body Shop Logo. [image] Available at: http://www.maylordshoppingcentre.co.uk/index. php/whats-happening/latest-offers/166-offers-at-the-body-shop [Accessed 5 June 2018] 66

Estee Lauder Companies (n.d.). Jo Malone logo. [image] Available at: https://www.elcompanies.com/our-brands/jomalone-london [Accessed 5 Jun. 2018]. The White Company (n.d.). The White Company Logo. [image] Available at: http://blog.thewhitecompany.com [Accessed 4 Jun. 2018]. Unknown (n.d.). Molten Brown Logo. [image] Available at: https://www.rakuten.co.uk/?Molton%20Brown [Accessed 4 Jun. 2018]. Unknown (2018). The Ordinary logo. [image] Available at: http://www.brandsoftheworld.com/logo/the-ordinary [Accessed 4 Jun. 2018]. Unknown (n.d.). Mario Badescu logo. [image] Available at: https://logos-download.com/5313-mario-badescu-logodownload.html [Accessed 4 Jun. 2018]. Unknown (n.d.) Logo-Dermalogica. [image] Available at: http://www.littlehouseofbeauty.co.uk/photo-album/logodermalogica-2/ [Accessed 4 June 2018]. Unknown (n.d.). Loccitane logo. [image] Available at: http://freelogovectors.net/loccitane-logo-pdf/ [Accessed 4 Jun. 2018]. Unknown (n.d.). Clarins logo. [image] Available at: https://logos-download.com/890-clarins-logo-download.html [Accessed 4 Jun. 2018]. Unknown (n.d.). Philosophy logo. [image] Available at: https://www1.pharmaprix.ca/en/beauty/brands/Philosophy [Accessed 5 Jun. 2018]. Unknown (n.d.). Sephora logo. [image] Available at: https://commons.wikimedia.org/wiki/File:Sephora_Logo.JPG [Accessed 4 Jun. 2018]. Unknown (n.d.). Bath and Body Works logo [image] Available at: http://www.triangletowncenter.com/store/bath__ body_works [Accessed 4 Jun. 2018]. Unknown (n.d.). Acure logo. [image] Available at: https://birdsofafeatherfarm.com/acure-logo/ [Accessed 4 Jun. 2018]. . 67

Hotel Chocolat (2018). Dark cocoa beans. [image] Available at: http://www.hotelchocolat.com/uk/about/engaged-ethics/fair-trade.html [Accessed 7 Jun. 2018]. Hotel Chocolat (2018). Hotel guests. [image] Available at: http://www.hotelchocolat.com/uk/boucan/the-hotel/guest-reviews.html [Accessed 6 Jun. 2018]. EOS Santa Barbara (2015). Wine tasting. [image] Available at: https://eossantabarbara.com/wine-tours/ [Accessed 3 Jun. 2018]. Fun Chocolate (n.d.). Dusted chocolate balls. [image] Available at: http://funchocolate.co.uk/workshops/chocolate-tasting-and-trufflemaking [Accessed 3 Jun. 2018]. Unknown (n.d.). 40 year old woman. [image] Available at: https://www.livestrong.com/article/385285-how-much-exercise-for-a-40year-old-woman/ [Accessed 3 Jun. 2018]. & SO THEY MADE (n.d.). Personalised recipe book. [image] Available at: https://www.notonthehighstreet.com/andsotheymade/ product/personalised-recipe-book [Accessed 3 Jun. 2018]. Yoga2All (2018). Yoga class. [image] Available at: http://www.yoga2all.com/lifestyle/5-things-you-should-know-before-taking-your-firstyoga-class/ [Accessed 3 Jun. 2018]. Hotel Chocolat (2018). Chocolate gift box. [image] Available at: https://www.pinterest.co.uk/pin/ AejZ73kawmzmXwguopp0HFHfBvhKzFZqx3oVGrsvIQrJS_5pJFWGLCA/ [Accessed 3 Jun. 2018]. Level Furnished Living (2018). Los Angeles apartment. [image] Available at: https://stayinglevel.com/los-angeles/ [Accessed 3 Jun. 2018]. Unknown (2015). Spa treatment room. [image] Available at: https://www.thehandbook.com/london-guidebook/8-of-the-most-festivespa-treatments/ [Accessed 4 Jun. 2018]. Unknown (n.d.). Young model. [image] Available at: http://aikido-mariel.ru/article/7925/deva-jenschina-odinochka [Accessed 3 Jun. 2018]. Magpie Decor (2018). Personalised luggage tag. [image] Available at: https://www.notonthehighstreet.com/magpiedecor/product/ personalised-real-leather-luggage-tag-set-of-two [Accessed 3 Jun. 2018]. Unknown (2018). Boucan sunset. [image] Available at: http://www.godsavethepoints.com/2018/04/24/worlds-best-luxury-hotels-300per-night/st-lucia/ [Accessed 8 May 2018]. 68

Hotel Chocolat (2018). Chocolate packaging. [image] Available at: http://www.hotelchocolat.com/uk/shop/ collections/prices/ [Accessed 5 Jun. 2018]. Hotel Chocolat (2018). Chocmobil. [image] Available at: http://blog.hotelchocolat.com/win-an-easter-hamper/ [Accessed 23 May 2018]. Hotel Chocolat (2018). Ice cream. [image] [altered] Available at: http://www.hotelchocolat.com/uk/chocolateshops/chelmsford.html [Accessed 3 Jun. 2018]. Twitter (2018). Hotel Chocolat black logo. [image] Available at: https://twitter.com/hotelchocolat [Accessed May 23 2018] Hotel Chocolat (2018). Chocolate pieces. [image] Available at: http://www.hotelchocolat.com/uk/about/school-ofchocolate/supermilk.html [Accessed 23 May 2018]. Unknown (n.d.). Four Seasons logo. [image] Available at: http://topnotchcinema.com/four-seasons-hotel-logo/ [Accessed 23 May 2018]. Hotel Chocolat (2018). Chocmobile at night. [image] Available at: http://blog.hotelchocolat.com/the-best-hotchocolate-on-the-planet/ [Accessed 23 May 2018]. Unknown (2018). Central Park. [image] Available at: https://www.introducingnewyork.com/central-park [Accessed 6 Jun. 2018]. Unknown (2018). Four Seasons hotel. [image] Available at: https://freshome.com/2013/06/08/four-seasons-hotelredesign-capturing-the-glamor-of-1940s-hollywood/ [Accessed 23 May 2018]. Four Seasons (2018). Hotel Room. [image] Available at: https://www.fourseasons.com/magazine/thrive/hotel-beds/ [Accessed 23 May 2018]. Hotel Chocolat (2018). Chocolate foiled hearts. [image] Available at: http://www.hotelchocolat.com/uk/milkheart-wedding-favour.html#q=chocolate%2Bhearts&start=1 [Accessed 4 Jun. 2018]. Hotel Chocolat (2018). Hotel Chocolat gift sleeve [image] Available at: http://www.hotelchocolat.com/uk/thankyou-chocolate.html [Accessed 23 May 2018]. 69

Four Seasons Press Room (2016). Four Seasons shop. [image] Available at: https://press.fourseasons.com/ lasvegas/hotel-news/2016/newly-renovated-spa/ [Accessed 23 May 2018]. Hotel Chocolat (2017). Ipad. [image] Available at: http://www.hotelchocolat.com/on/demandware.static/-/SitesHotelChocolat-Library/default/dw79ebc612/Annual%20Report%20FY17.pdf [Accessed 23 May 2018]. Hotel Chocolat (2018). Hotel Chocolat Gin. [image] Available at: http://www.hotelchocolat.com/uk/english-gin. html#q=cocoa%2Bgin&start=3 [Accessed 5 Jun. 2018]. Unknown (n.d.). Hotel Chocolat body products. [image] Available at: https://beautybyblondie.wordpress. com/2013/01/31/the-5-most-girly-skincare-products// [Accessed 23 May 2018]. Facebook (2016). Four Seasons black logo. [image] Available at: https://www.facebook.com/ FourSeasonsHotelBoston/ [Accessed 23 May 2018]. Hidden retreats (2018). Four Seasons spa. [image] Available at: https://www.hiddenretreats.co.uk/usa-fourseasons-chicago [Accessed 23 May 2018]. Unknown (n.d.). Hotel Chocolat shower samples. [image] Available at: http://uk.fashionnetwork.com/news/ Hotel-Chocolat-creates-beauty-start-up,796996.html#.WwVLeNMvy9Y ( [Accessed 23 May 2018].

REFERENCES Anon,. 2016. Extreme Individualism. Available via: WGSN. [Accessed 28 May 2018] Anon,. 2017. Nearly one quarter of Americans buy themselves gifts on holidays. [online]. Mintel. Available at: http://www.mintel.com/press-centre/retailpress-centre/nearly-one-quarter-of-americans-buy-themselves-gifts-on-holidays [Accessed May 28 2018]. Anon,. 2017. Social Media Platforms Used by UK Internet Users, by Age, Sep 2017 (% of respondents in each group). [online]. eMarketer. Available at: http://www.emarketer.com/Chart/Social-Media-Platforms-Used-by-UK-Internet-Users-by Age-Sep-2017-of-respondents-each-group/212173 [Accessed 28 May 2018]. Bell, A., 2016. The Rise of Wellness Tourism. [online]. Available via: WGSN. [Accessed 22 May 2018]. Benoni, W.K., 2017. Digital Storytelling. In: Digital Storytelling. Social Media for Fashion Marketing: Storytelling in a Digital World. London: Bloomsbury Visual Arts, 2017, pp. 142-164. Blankson, A.,2017. Future Food: The New Sugar Boom. [online]. Available via: WGSN.[Accessed 31 May 2018] BMIResearch, 2016. Hotel Chocolat Well-Positioned In Premium Segment. [online]. Available at: https://www.bmiresearch.com/articles/hotel-chocolatwell-positioned-in-premium-segment [Accessed 31 May 2018]. Boumphrey, S. and Brehmer, Z., 2017. Megatrend Analysis Putting the Consumer at the Heart of Business. Euromonitor International. Boumphrey, S. and Bremner, C., 2017. How Should Business Respond to the Rising Demand for Experiential Consumption? [online]. Euromonitor International. Available at: https://blog.euromonitor.com/2017/10/experiences-overtaking-consumers-buying.html [Accessed 5 June 2018]. Cooper, B., 2017. Does sustainability sell in the UK? [online] Bromsgrove: Bromsgrove. [Accessed 30 May 2018] Elliot, L. and Partington, R., 2018. Trade war? What you need to know about US steel tariffs [online]. The Guardian. Available at: https://www. theguardian.com/business/2018/may/31/trade-war-what-you-need-to-know-about-us-steel-tariffs [Accessed June 3 2018]. Euromonitor International, 2017. Chocolate Confectionery in the United Kingdom COUNTRY REPORT | JULY 2017. [online]. Available via: Passport. [Accessed 21 April 2018]. 71

Euromonitor International, 2017. Chocolate Confectionery in the US COUNTRY REPORT | NOV 2017. [online]. Available via: Passport. [Accessed 21 April 2018]. Euromonitor International, 2017. Health and Wellness in the US COUNTRY REPORT | MAY 2017 [online]. Available via: Passport. [Accessed 22 May 2018]. Farrell, S., 2016. Hotel Chocolat says cocoa price surge will not affect product cost [online]. The Guardian. Available at: https://www.theguardian.com/ business/2016/jul/12/hotel-chocolat-cocoa-price-surge-brexit-vote-product-cost-customers [Accessed May 28 2018]. Halliday, S., 2018. ‘Personalisation please’ say consumers – but get it right first [online]. WGSN. Available at: https://www.wgsn.com/news/personalisationplease-says-consumers-but-get-it-right-first/ [Accessed 22 May 2018]. Hotel Chocolat, 2017. Hotel Chocolat Annual Report and Accounts 2017. [online]. Available at: http://www.hotelchocolat.com/on/demandware.static/-/SitesHotelChocolat-Library/default/dw79ebc612/Annual%20Report%20FY17.pdf [Accessed 3 May 2018]. Hotel Chocolat, 2018. Our Story. [online]. Available at: http://www.hotelchocolat.com/uk/about/Our-Story.html [Accessed 1 May 2018]. Jackson, T. and Shaw, D., 2008. Mastering fashion marketing. Basingstoke: Palgrave Macmillan. Kasriel-Alexander, D., 2017. Top 10 Global Consumer Trends for 2017. http://go.euromonitor.com/rs/805-KOK-719/images/wpTop10GCT2017EN.pdf: Euromonitor International. Lawson, A., 2015. Hotel Chocolat mulls second crack at America after shutting US branches [online]. The Standard. Available at: https://www.standard.co.uk/ business/business-news/hotel-chocolat-mulls-second-crack-at-america-after-shutting-us-branches-10018273.html [Accessed 5 June 2018]. MacGregor, K., 2015. Hotel Chocolat: the saviour of St Lucia’s cocoa industry? [online]. The Telegraph. Available at: https://www.telegraph.co.uk/ foodanddrink/11459275/HotelChocolat-the-saviour-of-St-Lucias-cocoa-industry.html [Accessed 1 June 2018]. Mintel, 2017. Chocolate Confectionery UK. [online]. Available via: Mintel [Accessed 5 May 2018]. Mintel, 2018. Christmas shopping habits - UK [online]. Available via: Mintel. [Accessed 22 May 2018]. Mintel, 2018. Updating permitted health claims. [online]. Available via: Mintel. [Accessed 3 June 2018] Monaghan, A., 2018. I should cocoa: Hotel Chocolat boss aims for more bounce than an Easter bunny [online]. The Guardian. Available at: https://www. theguardian.com/lifeandstyle/2015/apr/02/hotel-chocolat-boss-easter-angus-thirlwell-interview [Accessed 3 June 2018]. 72

Rath, P.M., et al., 2015. Part III: External factors influence fashion consumers. In: Part III: External factors influence fashion consumers. The why of the buy: consumer behaviour and fashion marketing. 2nd ed. Bloomsbury, 2015, pp. 222. Rogers, C., 2018. Hotel Chocolat on its mission to ‘democratise chocolate’ [online]. Marketing Week. Available at: https://www.marketingweek. com/2018/01/30/hotel-chocolat-mission-democratise-chocolate/ [Accessed May 30 2018]. Schiffman, L. and Wisenblit, J., 2015. Part IV: Consumers in their Social and Cultural Settings. In: Part IV: Consumers in their Social and Cultural Settings. Consumer Behaviour. Global ed. Pearson Education, 2015, pp. 258-362. Smith, A. and Anderson, M., 2018. Social Media Use in 2018 [online]. PewResearch. Available at: http://www.pewinternet.org/2018/03/01/social-media-usein-2018/ [Accessed 31 May 2018]. Smith, D., 2017. Nearly half of UK adults polled intend to activate new personal data rights [online]. SAS. Available at: https://www.sas.com/en_gb/news/pressreleases/2017/july/uk-adults-polled-intend-to-activate-new-personal-data-rights.html [Accessed May 30 2018]. Smith, K., and Hanover, D., 2016. Experiential Marketing: Secrets, strategies, and success stories from the world’s greatest brands. New Jersey: John Wiley & Sons. pp.15. Underhill, P., 2009. Final thoughts. In: Final thoughts. Why we buy: The science of shopping--updated and revised for the Internet, the global consumer, and beyond. Simon and Schuster, 2009, pp. 25. Zagor, N., 2018. Consumer Insight: Information overload. [online]. Available via: WGSN. [Accessed 1 June 2018]

BIBLIOGRAPHY Anon,. 2016. Extreme Individualism. Available via: WGSN. [Accessed 28 May 2018] Anon,. 2017. Nearly one quarter of Americans buy themselves gifts on holidays. [online]. Mintel. Available at: http://www.mintel.com/press-centre/retail-presscentre/nearly-one-quarter-of-americans-buy-themselves-gifts-on-holidays [Accessed May 28 2018]. Anon,. 2017. Social Media Platforms Used by UK Internet Users, by Age, Sep 2017 (% of respondents in each group). [online]. eMarketer. Available at: http:// www.emarketer.com/Chart/Social-Media-Platforms-Used-by-UK-Internet-Users-by Age-Sep-2017-of-respondents-each-group/212173 [Accessed 28 May 2018]. Bell, A., 2016. The Rise of Wellness Tourism. [online]. Available via: WGSN. [Accessed 22 May 2018]. Benoni, W.K., 2017. Digital Storytelling. In: Digital Storytelling. Social Media for Fashion Marketing: Storytelling in a Digital World. London: Bloomsbury Visual Arts, 2017, pp. 142-164. Blankson, A.,2017. Future Food: The New Sugar Boom. [online]. Available via: WGSN.[Accessed 31 May 2018] BMIResearch, 2016. Hotel Chocolat Well-Positioned In Premium Segment. [online]. Available at: https://www.bmiresearch.com/articles/hotel-chocolat-wellpositioned-in-premium-segment [Accessed 31 May 2018]. Boumphrey, S. and Brehmer, Z., 2017. Megatrend Analysis Putting the Consumer at the Heart of Business. Euromonitor International. Boumphrey, S. and Bremner, C., 2017. How Should Business Respond to the Rising Demand for Experiential Consumption? [online]. Euromonitor International. Available at: https://blog.euromonitor.com/2017/10/experiences-overtaking-consumers-buying.html [Accessed 5 June 2018]. Cooper, B., 2017. Does sustainability sell in the UK? [online] Bromsgrove: Bromsgrove. [Accessed 30 May 2018] de Farias, S.A., Aguiar, E.C. and Melo, F.V.S., 2014. Store atmospherics and experiential marketing: A conceptual framework and research propositions for an extraordinary customer experience. International Business Research, 7 (2), 87. Elliot, L. and Partington, R., 2018. Trade war? What you need to know about US steel tariffs [online]. The Guardian. Available at: https://www.theguardian.com/ business/2018/may/31/trade-war-what-you-need-to-know-about-us-steel-tariffs [Accessed June 3 2018]. Euromonitor International, 2017. Chocolate Confectionery in the United Kingdom COUNTRY REPORT | JULY 2017. [online]. Available via: Passport. [Accessed 21 April 2018]. 74

Euromonitor International, 2017. Chocolate Confectionery in the US COUNTRY REPORT | NOV 2017. [online]. Available via: Passport. [Accessed 21 April 2018]. Euromonitor International, 2017. Health and Wellness in the US COUNTRY REPORT | MAY 2017 [online]. Available via: Passport. [Accessed 22 May 2018]. Farrell, S., 2016. Hotel Chocolat says cocoa price surge will not affect product cost [online]. The Guardian. Available at: https://www.theguardian.com/ business/2016/jul/12/hotel-chocolat-cocoa-price-surge-brexit-vote-product-cost-customers [Accessed May 28 2018]. Halliday, S. 2018. Quarter of Britons buy on influencer recommendation. . [online]. Available via: WGSN. [Accessed 22 May 2018] Halliday, S. 2018. UK shoppers switch on to subscriptions, but more as a result. . [online]. Available via: WGSN. [Accessed 22 May 2018] Halliday, S., 2018. ‘Personalisation please’ say consumers – but get it right first [online]. WGSN. Available at: https://www.wgsn.com/news/personalisationplease-says-consumers-but-get-it-right-first/ [Accessed 22 May 2018]. Hotel Chocolat, 2017. Hotel Chocolat Annual Report and Accounts 2017. [online]. Available at: http://www.hotelchocolat.com/on/demandware.static/-/SitesHotelChocolat-Library/default/dw79ebc612/Annual%20Report%20FY17.pdf [Accessed 3 May 2018]. Hotel Chocolat, 2018. Our Story. [online]. Available at: http://www.hotelchocolat.com/uk/about/Our-Story.html [Accessed 1 May 2018]. Jackson, T. and Shaw, D., 2008. Mastering fashion marketing. Basingstoke: Palgrave Macmillan. Kasriel-Alexander, D., 2017. Top 10 Global Consumer Trends for 2017. http://go.euromonitor.com/rs/805-KOK-719/images/wpTop10GCT2017EN.pdf: Euromonitor International. Lawson, A., 2015. Hotel Chocolat mulls second crack at America after shutting US branches [online]. The Standard. Available at: https://www.standard.co.uk/ business/business-news/hotel-chocolat-mulls-second-crack-at-america-after-shutting-us-branches-10018273.html [Accessed 5 June 2018]. MacGregor, K., 2015. Hotel Chocolat: the saviour of St Lucia’s cocoa industry? [online]. The Telegraph. Available at: https://www.telegraph.co.uk/ foodanddrink/11459275/HotelChocolat-the-saviour-of-St-Lucias-cocoa-industry.html [Accessed 1 June 2018]. Mintel, 2017. Chocolate Confectionery UK. [online]. Available via: Mintel [Accessed 5 May 2018]. Mintel, 2018. Christmas shopping habits - UK [online]. Available via: Mintel. [Accessed 22 May 2018]. Mintel, 2018. Updating permitted health claims. [online]. Available via: Mintel. [Accessed 3 June 2018] 75

Mintel, 2018. Updating permitted health claims. [online]. Available via: Mintel. [Accessed 3 June 2018] Mohr, L.A., Webb, D.J. and Harris, K.E., 2001. Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior. Journal of Consumer Affairs, 35 (1), 45-72. Monaghan, A., 2018. I should cocoa: Hotel Chocolat boss aims for more bounce than an Easter bunny [online]. The Guardian. Available at: https://www. theguardian.com/lifeandstyle/2015/apr/02/hotel-chocolat-boss-easter-angus-thirlwell-interview [Accessed 3 June 2018]. Rath, P.M., et al., 2015. Part III: External factors influence fashion consumers. In: Part III: External factors influence fashion consumers. The why of the buy: consumer behaviour and fashion marketing. 2nd ed. Bloomsbury, 2015, pp. 222. Rogers, C., 2018. Hotel Chocolat on its mission to ‘democratise chocolate’ [online]. Marketing Week. Available at: https://www.marketingweek.com/2018/01/30/ hotel-chocolat-mission-democratise-chocolate/ [Accessed May 30 2018]. Schiffman, L. and Wisenblit, J., 2015. Part IV: Consumers in their Social and Cultural Settings. In: Part IV: Consumers in their Social and Cultural Settings. Consumer Behaviour. Global ed. Pearson Education, 2015, pp. 258-362. Smith, A. and Anderson, M., 2018. Social Media Use in 2018 [online]. PewResearch. Available at: http://www.pewinternet.org/2018/03/01/social-media-usein-2018/ [Accessed 31 May 2018]. Smith, D., 2017. Nearly half of UK adults polled intend to activate new personal data rights [online]. SAS. Available at: https://www.sas.com/en_gb/news/pressreleases/2017/july/uk-adults-polled-intend-to-activate-new-personal-data-rights.html [Accessed May 30 2018]. Smith, K., and Hanover, D., 2016. Experiential Marketing: Secrets, strategies, and success stories from the world’s greatest brands. New Jersey: John Wiley & Sons. pp.15. Solomon, M.R., 2016. Consumer behaviour: a European perspective. 6th ed. Pearson Education. Spence, C., et al., 2014. Store atmospherics: A multisensory perspective. Psychology & Marketing, 31 (7), 472-488. Underhill, P., 2009. Final thoughts. In: Final thoughts. Why we buy: The science of shopping--updated and revised for the Internet, the global consumer, and beyond. Simon and Schuster, 2009, pp. 25. Zagor, N., 2018. Consumer Insight: Information overload. [online]. Available via: WGSN. [Accessed 1 June 2018] 76