GODIVA
Geographic Expansion into India
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Bhavya Garkemukhu LXFM 749 MA Final Project Prof. Carin Wightman
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Promotional Plan
Contents
Collaterals (64) Introduction (07)
Store and Interiors Floor Plan
Secondary Research (08)
Space Renders
Company Research
Promotional Video
History
Color Palette
Brand Overview
Mood Board
Vision
Story Board
Mission
Script
Brand Positioning
Behind the Scenes
Brand Associations
Industry and Market Research (18)
Kapferer’s Brand Identity Prism
Global Chocolate Industry
Brand Strategies
Food Service Industry in India
Business Model Canvas
Chocolate Industry in India
Research Design Focus Group
Financial Plan(90)
Interview
Citations
Field Observation
Future Envision SWOT
Credits
Why India? (28) Primary Research Analysis (51) Why Godiva in India? (29)
Key Consumer Insights Key Findings
Secondary Research Analysis (30) Competitive Analysis Location Analysis Consumer Analysis Secondary Key Findings
Strategy and Initiatives (54) Godiva Culinary Studio Key Success Factors Mental Space Market Space
Primary Research (42)
Product Plan Pricing Strategy Place 5
Introduction Godiva is recognized around the world as a leader in fine chocolates. From its exceptional confections to its signature ganache, European style biscuits and coffees, Godiva is dedicated to excellence and innovation inspired by its Belgian tradition. Joseph Draps, the founder and master chocolatier of Godiva, had a vision of introducing the world to Belgium’s unique style of elegance and sophistication, while being capable of pleasing the most discerning palates. Godiva’s group of gourmet expert chocolatiers comprehend a set of awardwinning culinary specialists and innovative chocolatiers who develop recipes based on science to create masterpiece, yet make chocolate inspired by flavors, aromas and cultures, and latest innovations inspired by gastronomy, architecture and fashion. Their brand message focuses on relationships and connecting with people on occasions beyond holidays and gift giving. Chocolates being one of the delightful foods, are relished by kids, young and middle-aged people in India. In the recent times chocolates have been honoring the most auspicious festivals in India. With people now slowly shifting from traditional Indian sweetmeats to the well-wrapped chocolates, less cholesterol and calories than traditional Indian sweets, is the major reason behind consumer’s attraction towards calorie-conscious confections as more and more people are turning health conscious in the country.
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Company Research A leader in premium and distinctive chocolates, Godiva, was established by Pierre Draps in 1926, he was a Belgian Chocolatier from Brussels. Now, a century later, Godiva is known for its quality and craftsmanship. Godiva distributes its products to more than 100 nations over the globe and can be bought at the famous Godiva chocolate boutiques, travel retails, cafes and baristas, ecommerce, and other retailers. The brand is now focused on innovative, mouthwatering snacks and drinks that increase customer desires for the brand. The products ranging from their world-famous truffles to the chocolate covered shells, European-style biscuits, coffee, cocoa, soft serve and different sweets, the brand is devoted to bring an ultimate chocolate experience. Godiva being a socially responsible business, has practices and programs that support cocoa farmers and help protect a healthy
Secondary Research
work environment while empowering the local communities.
History The motivation behind the name Godiva Chocolatier dated back to the eleventh century when Lady Godiva and her better half Lord Leofric lived in Coventry, England. Master Leofric was a ruler who was unsympathetic to the residents of his realm, whereas, Lady Godiva was a lady of incredible liberal values who had devoted her life to help the poor and troubled. She protested against Lord Leofric when he forced an overwhelming tax amount upon his residents. In response, Lord Leofric put out a challenge that if his wife rode naked through the streets of Coventry, the tax on their residents would be lifted. Lady being a humble women, promptly agreed to the challenge to help her townspeople. 9
The
Brand Overview
Defining Moment On the morning of the contingency,
1926
as the sun rose, the bells strike, Lady Godiva started her ride covered by only
In 1926, Pierre Draps Sr. began making
her beautiful long hair. The values of Lady
pralines in his confectionery workshop in
Godiva prompted greater values with
Brussels. His sons, Joseph, Francois and Pierre
respect to the townspeople. The individuals
Jr., all worked for the family business from an early
all decided to close their eyes to preserve Lady Godiva’s humility. All through the town, hooves reverberated,
age. Following the death of their father, they took
however not a solitary look fell upon Lady Godiva. Upon her completion, booming cheers radiated all through
over the business.
the town. Lady Godiva’s boldness had prevailed upon the hearts of all who knew her. As challenged, Lord Leofric had to facilitate his tax for poor people and Lady Godiva’s place in history was embarked.
The Lasting Legacy Hundreds of years after the fact, in 1926, Godiva’s master chocolatier and founder, Joseph Draps made another line of Belgian chocolates with uncommon extravagance, premium quality, and iconic style. He looked for a name for his organization that defined ageless qualities with present day strength, much like the woman of legend. The decision turned out to be clear to Draps; he named his organization GODIVA.
The family was deeply inspired by the legend of Lady Godiva and named the company in her honor. Values associated with Lady Godiva such as boldness, generosity, and a pioneering spirit still inform GODIVA’s ethos today.
1946
For ages, Belgium represented perfection, from Rubens artwork and gothic architecture to apparel made of delicate lace and impressive food. With regards to Belgian traditions, Joseph Draps was a master
In 1946, Pierre
chocolatier who built up a one of a kind recipe for rich chocolate with unmatched smoothness and shell-
Draps Jr. perfected
formed chocolate moulds. In 1926, Draps opened his first Godiva Chocolatier shop on a cobblestone road
his Truffe Originale
on Grand Place, Brussels’ center square. His creations met with instant appreciation and respect, similar
masterpiece-an intense
to his guidelines for Godiva, which are still followed until today with quality ingredients, exquisite styling,
dark chocolate mousse
innovative creations and packaging.
in fine dark chocolate, rolled in pure cocoa powder. This piece is not only iconic for GODIVA but for the entire chocolate industry.
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Vision
1968
To have an optimum chocolate experience to inspire passion for the brand from around the world. In
In 1968, GODIVA was appointed an official
order to accomplish this vision, Godiva adopts the following strategies
chocolatier to the Royal Court of Belgium. A
Focus on the Best of Everything Chocolate
great honor to receive, the prestigious Royal
Aspirational, Accessible, and Relevant
Warrant established GODIVA’s role as an
True Global Leadership
ambassador to its home country and purveyor of high-quality Belgian chocolate.
Mission Godiva has a three-point mission statement proclaiming “thrills the senses, sets the gold standard and is irresistibly charming,” they are looking to translate these attributes across a multi-cultural world.
1972
Brand Positioning
By 1972, GODIVA has opened international Boutiques in Paris, New York City’s Fifth Avenue, and inside the prestigious Nihonbashi Mitsukoshi department store in Tokyo.
The chocolatier has established a particular specialty spot in the Global Confectionery Industry. Godiva’s products are not restricted to haute craft chocolates alone, they vigorously prioritize quality over amount with regards to what they sell. Godiva in order to adapt to a market, adopts high appeal products with their availability, selling the brand as an associated with the chocolatier’s understanding of the fine chocolate crafts and the specific techniques it uses to gain that understanding of how the brand is perceived by its customers.
Target Market 2019 GODIVA continues to build its worldwide presence and footprint through expansion
There are two key markets that Godiva targets, the premium chocolate market and the corporate market. The premium market targets clients who have an inclination for fine chocolate confectionary items and like to indulge in premium quality chocolates. The corporate market focuses on corporate gifting factor and provide unique occasion food services like event planning.
into new product categories, acceleration of distribution channels, entry into new geographies, and plans to launch 2,000 GODIVA cafés around the world.
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Brand Association
Brand Strategies PRODUCT
PRICE
Godiva chocolatier targets two
According to their website, the
different set of customers, the wealthy
online prices are divided into four
consumers who seek the elite tastes
categories which range between less
from the available chocolate options and
than $25, $25-50, $50-100 and above
the casual customers, with a variety of
$100. Pricing for the chocolates instore
cheaper Godiva brands to offer a choice
are in consideration with the identified
from. Godiva comes in four types of
target group of the specific market. It is
brand categories which include the Dark
important for them to keep in mind the
chocolate, the Milk, white and Assorted
preference of the consumers who have
types of chocolates.
options of other competing brands that are available in smaller quantities at much lesser costs than Godiva brands.
Kapferer’s Brand Identity Prism
PROMOTION
DISTRIBUTION
Godiva Chocolates are marketed
Godiva has developed a unique
through various means such as: Digital
range of retail concepts from Pop Up
media advertising via Facebook,
kiosks to large format, flagship stores
Instagram and Youtube, branded content
along with Godiva Chocolate Cafes.
placement with digital publishers and
Godiva is dedicated in the travel retail
paid search. In store promotions include
sector too. They have also expanded
giving loyalty points on purchases,
their e-commerce push beyond Amazon
inserting discount vouchers in magazines
and Department stores.
or newspapers, bundling offers and surprise gifts for purchases of higher priced Godiva products. 15
Business Model Canvas
Strengths • • • • • •
Unique visual representation and attactive designs in their instore and digital marketing Strong Customer Service Good understanding of consumption behaviors of the customers over different markets Effective integrated marketing communication strategies Manoj Loya appointed as president of Greater China & Asia Pacific, who was earlier very successfull in serving as President of Godiva, UK & MENAT Associates itself with special dates and events
Weakness • •
Failed many times in wrong product diversifications Sold their Belgian production facility to MBK Partners
Opportunities • • • •
Threats
Future Envision Belgian chocolatier Godiva has a vision to increase its Godiva new retail network fivefold by 2024.Its ‘5X’ strategy includes opening 2,000 outlets worldwide as the company focuses on both Food and Beverage
Premium Chocolate Market boosting in Sales Chocolate consumption in the Asia-Pacific region predicted to grow almost twice the global chocolate industry Popular food trends like Sugar-free, unconventional flavored chocolates growing in demand New B2B opportunities to tap in the retail sector
• • •
Competition is growing and the market is getting saturated Production of fine flavor cacao might decrease in the next few years Biggest competitors in the Industry
and the confectionery category.
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Global Chocolate Industry ABOUT Chocolate is the most well-known, consumed,
Industry and Market Research
AREAS OF GROWTH Premium Chocolate Market
and profitable component of the confectionary
Premium chocolate is not just a higher price
industry across the world. Based on the quantity of
point. At its core, sustainable, successful premium
cocoa, different ranges of chocolates are produced
chocolate creates a greater value for the consumer
worldwide. The increasing preference of consumers is
than other chocolates, through a premium experience
an imperative factor that eventually aids companies
driven by quality of taste and texture, packaging,
to focus on product development and marketing
image and perception, and communication.
tactics to expand a wider consumer base and capture
Premium chocolate has been one major area
new markets is driving the growth of the global
of growth in the past few years, boosting the overall
market for chocolate. According to the report from
category performance for chocolate. During Feb 2018,
Zion Market research, global chocolate market was
premium chocolate grew 10 percent, marking the
valued at around USD 103.28 billion in 2017 and is
fourth consecutive year of double-digit growth for
expected to reach approximately USD 161.56 billion
premium. During the same period, total chocolate
in revenue by 2024, growing at a CAGR of around
grew 2.4 percent across all channels. Given its
7.0% between 2018 and 2024.
double-digit growth rate, the share of premium as
The annual estimated sales of chocolate
a percentage of total chocolate has risen from 7.6
around the world contribute $83 billion to the
percent in 2014 to 10.4 percent regarding dollars.
global economy. As economies develop and wealth
Premium makes up 7.5 percent of total chocolate
increases, chocolate is one of the first items that
dollars and 4.0 percent of total volume. During the
people in that growing economy want to have.
past six years, premium has consistently grown in
Many of the developing nations, in fact, expect to see
dollars, units and volume and increased its relative
sales increases of up to 25% happen. The worldwide
share compared with total chocolate sales year over
consumption of chocolate every year is estimated to
year as total chocolate had some struggles in units
be at least 7.2 million metric tons.
and volume in 2016 and 2017.
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Confectionery Market
it is rich in antioxidants and contains soluble fibers,
of younger adults’ desire to eat healthily and stay
Confectionery items are also known as sweets
minerals, and bioactive compounds. Therefore, owing
fit, chocolate marketers will need to position their
or candies. They are chocolate-based or sugar-
to its broad range of health benefits, the popularity of
products around these needs to stay competitive.
based food products that are generally consumed
dark chocolate is expected to rise and aid to fuel the
For instance, promotions and advertising that pair
as snacks. Confectionery is divided into two broad
global chocolate market during the forecast period.
chocolate with healthy foods (such as fresh fruit) or
categories; sugar confections and baker’s confections.
WHO IS THE MARKET?
foods meant for entertaining (like wine or cheese)
Confections are low in micronutrients and protein
The global chocolate market finds its scope in
but high in calories. They might be fat-free foods, though some confections, particularly fried dough,
North America, Europe, Asia Pacific, Latin America,
REASONS OF GROWTH
have high-fat content. Most of the confections are called empty calories. Baker’s confectioneries are also known as flour confections, which includes pastries, cakes, and similar baked goods. Confectionery is an extensive term that includes any sweet product manufactured from sugar and candy with sugar as its main component. Sugar and sweeteners are the main ingredients in confectionery foods. Other sweeteners, such as glucose syrup, corn syrup, molasses, and aspartame, are also used to make confectionery foods. Revenue in the Confectionery segment amounts to US$399,638m in 2019. The market is expected to grow annually by 3.9% (CAGR 2019-2023). In global comparison, most revenue is generated in United States (US$74,844m in 2019).
may be successful at attracting these consumers
The global chocolate industry is indisputably dynamic with a strong pace of innovation, an influx of creative new players, and a steady flow of new products that engage diverse groups of consumers. Sheer population growth is one factor in the increased demand for chocolate. A rise in purchasing power also leads to larger markets for high-quality chocolate products, including organic varieties. The global chocolate market is segmented based on type and sales category. On the basis of type, the global chocolate market can be divided into dark, milk, and white. The dark chocolate segment is expected to attain the largest market share during the forecast period. Dark chocolate has several health benefits, such as it protects skin from the sun, improves blood flow, enhances brain function, lowers blood pressure, and reduces the risk of heart diseases. This help in attracting more consumers. Furthermore,
and the Middle East & Africa. North America is anticipated to be the fastest growing region in the global market of chocolate. This growth can be attributed to the presence of leading market players in the region. The average American consumes 11.2 pounds of chocolate per year. Adults make 92 percent of chocolate purchases, 60 percent of which are intended for personal consumption. Around 38 percent of these purchases are intended for immediate consumption. Holiday seasons are critical for chocolate producers and sellers to maximize. Chocolate sales peak annually during Valentine’s week, where consumers purchase 58 million pounds of chocolate products that equal $345 million dollars in revenue. Perhaps surprisingly, the most voracious chocolate consumers are adults over 45. Their consumption has steadily increased, while the value of purchases by adults in the 18 to 44 age group has decreased. If these trends are a result
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Food Service Industry in India
Experiential Food Service
REASONS OF GROWTH
Service quality and customer satisfaction
ABOUT
these existing players as chained restaurants. The
India Foodservice market is forecasted to reach
top international foodservice companies are strongly
USD 95.75 billion by 2024, registering a CAGR of 10.3%
engaged in the innovation of their service as they are
during the forecast period (2019 - 2024). The India
strategizing their food menu as per Indian cuisine
foodservice sector is one of those vibrantly growing
have been identified as key elements of the serviceprofit chain. Higher levels of service quality produce higher levels of customer satisfaction, which in turn lead to higher levels of customer patronage and sales revenue. Customer service quality is a crucial
markets that has seen exceptional growth during
source of distinctive competence and a key success
the past decade and continues to expand rapidly
The Indian consumers are changing at a pace far greater than any estimate. This has been the result of several drivers, whose impact has strengthened over the years: Robust economic growth •
robust growth over the past few years.
factor in sustaining competitive advantage in service
during the forecast period. The India foodservice
Weathering the turmoil during the global
industries. Thus, attention to delivery of a higher
market space is attracting significant interest from
economic meltdown in 2008, the country
level of service quality is an important strategy by
domestic as well as international private equity and
registered a growth of 6.6% in 2011.
which service organizations position themselves
venture capital funds.
more effectively in the marketplace. The important
•
and increased economic activity.
and purchasing behavior have thus been an important
AREAS OF GROWTH
Previous studies on customer expectation and service- quality perception in the food service
The scope of Indian Foodservice Market
industry have revealed certain important attributes,
includes segmentation of the food services by Type:
such as low price, food quality (food taste and
India foodservice market is largely dominated
Full-Service Restaurants, Quick Service Restaurants,
nutrition properties), value for money, service,
by the players in the unorganized sector. The
Cafes/Bars and 100% Home Delivery. Further, the
location, brand name, and image. More specifically,
organized sector restaurants are present only in the
market is segmented by Structure under Chained
the fundamental factors that contribute to customer
tier-1 and tier-2 cities in India and could not cater
Outlets and Independent Outlets.
satisfaction in restaurants include the food (hygiene,
to the demand of other cities. The organized sector
balance, and healthiness), physical provision (layout,
is gaining a high market share during the forecast
furnishing, and cleanliness), the atmosphere (feeling
period due to rapid urbanization and expansion of
and comfort), and the service received (speed, friendliness, and care) during the meal experience.
The GDP accelerated to 7.6% in 2016, backed by favorable global economic conditions
relationships of service quality, customer satisfaction,
area of research.
The country’s GDP has been registering
•
Against the backdrop of a strong labor market, stable political environment, investor-friendly policies and improvement on implementation of reforms, the GDP is expected to register an 8.1% growth in 2021.
Increasing internet penetration India has seen exponential growth in number of mobile phone users. Equally impressive has been the growth in internet access. Although mobile phones allow us to stay connected, it is the convergence of internet access and smartphones that has caused significant shifts in consumer awareness, outlook and behavior. Smartphones have quickly transformed 23
from just a hand-held telecommunication device to
Technological Innovations
a window to the world. They are now a means of
Businesses have started using technology
expressing one’s opinion and individuality.
in almost every sphere. However, most perceive
Increasing focus on Health and Wellness
technology as back-end support or at best an
Climate change is occurring due to natural
enabling platform. As such, most business managers
causes as well activities such as deforestation and
have not proactively devoted time to developing even
emissions from industry and transportation. As a
a basic appreciation of how emerging technology
result, gases and aerosols are being stored in the
can solve some of their customers’ problems. That
atmosphere. Although most of these activities have
is set to change. With the market cap of new age
been going on for years, the concern and outcry over
companies having surpassed that of several large
climate change has become prominent only recently,
traditional players, technology’s new role is now
with the impact becoming far more visible and
being acknowledged. It is a disruptive force that can
perceptible. For one, weather patterns have changed.
pivot business models to serve customers in a manner
Smog has also become more common in most big
unthinkable before. From mobile usage to internet of
cities. Health issues, such as respiratory disorders,
things to artificial intelligence, technology is causing
skin diseases, food - and water-borne diseases are on
major changes in how consumers order their food.
the rise as a result of growing air pollution and the
WHO IS THE MARKET?
quality food and water we consume. Poor lifestyle choices and inadequate access to proper nutrition are leading to heart disease or diabetes. This is driving consumers to become more conscious of what they eat. In the past, checking the ingredients written in fine print on packages was not a common practice. Now, more and more consumers along with looking at the taste of food, have begun to give equal importance to the quality and source of ingredients used in the food.
With rising incomes, the propensity to spend is now expanding beyond metros to Tier II and Tier III cities, which are turning into new demand centers. However, the products, price points and consumption experience expectations of these consumers are very different from those of consumers in metros. The model of serving consumer demand that works in metros may not work in Tier II and Tier III cities.
Chocolate Industry in India ABOUT
India’s chocolate industry is valued at INR 98
Chocolates are not just meant for kids but for
billion (~USD 966 million) in FY2014. It is expected
everyone. If you look at the consumption scenario in
to grow at a CAGR of 12.8% to reach INR 420 billion
India, you will get to know that from adolescents to
dollars by 2020
young people to middle-aged people all are consumers of chocolates. This is the reason the chocolate industry is growing day-by-day in India. In India, chocolates are tardily but steadily replacing traditional Indian sweets, or we can say ‘Mithai.’ Owing to ascending social cognizance, on festivities and functions, people choose to gift well-wrapped chocolates over traditional sweets. Chocolates now grace the most auspicious occasions in India. Capitalizing this situation, top chocolate brands in India are currently concentrating more on the packaging and introducing well-packaged designer chocolates for specific occasions. Most of the chocolate brands in India produce chocolates in different sizes, shapes and designs that are priced accordingly. Apart from that, increasing health consciousness among the urban masses is also tempting them towards dark chocolates rather than calorie-stuffed sweets. Ad campaigns like ‘Meethe Pe Kuch Meetha Ho Jaye’ and ‘Shubh Arambh’ are also luring consumers towards making chocolates a part of their everyday life
AREAS OF GROWTH Indian Confectionery Market The Asia Pacific confectionery market represented approximately a quarter of the overall market revenue in 2017. Countries such as India, China and Japan are likely to be at the forefront of the regional market. Continued innovation and growing popularity are leading to increased variety of products, which in turn, is poised to spur the growth of the regional market. Data from Mintel also reveals India’s chocolate confectionery market has had a strong CAGR (compound annual growth rate) of 19.9%, in retail market value, between 2011 25
and 2015, and is expected to grow at a CAGR of 20.6%
REASONS OF GROWTH
from 2016 to 2020. Indian Dark Chocolate Market The increasing usage of dark chocolate as an ingredient, the rising demand from the bakery and confectionery industry and the HoReCa (Hotel, Restaurant and Cafes) sector, along with the rising trend of premiumization of chocolates and valueadded chocolate products is expected to drive India’s real chocolate market during the forecast period. The segment accounts for a considerable share in the chocolate sales, with dark chocolates, boxed chocolates, molded chocolate becoming a popular choice among the consumers. Owing to a huge retail space catering to a wide variety of preferences, the supermarkets/hypermarkets are dominant channels for the sales of chocolate in the country. Factors, such as business expansion and rising number of hypermarkets and supermarkets, add to the sales of these retail formats and significantly contribute to the higher penetration of premium chocolate. Shopping at the hypermarkets/supermarkets is also perceived useful, due to the wide selection of brands on offer, considerable shelf-space, and frequent price promotions.
smaller cities/towns where consumption lags at about 8 percent. Among regions, the South region
Factors driving the market include changing lifestyles, westernization, growth of the food services sector, value addition, etc. The pervasive health and wellness trend continue to influence the dark chocolate market, with manufacturers incorporating organic ingredients and natural sweeteners. In the recent past, the demand for dried fruits, as well as blueberries and cranberries has witnessed steady growth in the manufacture of dark chocolate. The consumers are concerned about the impact of their food intake on their health and
dominated the market with more than one-third of the volume share in 2017. The region is anticipated to maintain its dominance during forecast period as well. However, North India is likely to witness the fastest growth during the forecast period owing to the increasing per capita in the region. According to a report by Research and Markets, metros such as Delhi/NCR, Mumbai, Hyderabad, Bengaluru, Chandigarh, Chennai and Kolkata are amongst the leading demand generators of candies in the country, while tier II cities have also been contributing.
wellness. The health benefits associated with dark chocolate are high, owing to the high percentage of cocoa present in it. Thus, the high-quality premium dark chocolates are consumed comparatively more. Moreover, consumers are ready to pay for premium and high-quality products, thus the penetration is growing, as the consumers are more inclined toward the brand and quality of the chocolate.
WHO IS THE MARKET? Urban cities account for nearly 80% of the consumption of chocolates. Chocolate penetration in the country is a little over 4 percent, with India’s metros proving to be the big draw clocking penetration in excess of 15 percent. Next, comes the relatively
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Why India? Geographic and Economic Growth With India’s diverse economy spanning a variety of industries, it is thought to be the next superpower, both geographically and economically. Geographically, the country is strategically positioned to balance the power of China and provide stability to the region. Services are the main source of economic growth, accounting for nearly two-thirds of India’s output. Factors driving growth on the supply side include the emergence of contract farming, infrastructure development, multi-cuisine offerings, and adaptive retail formats. To strengthen trade ties with multiple countries It also is focused on strengthening diplomacy and trade ties with multiple countries including Russia, Japan, and the US (Greer) as cocoa imports are on the rise, due to the country’s production of the bean being only at 25 per cent of the annual requirement. The demand is growing at 15 percent every year. To Sustain the livelihood of India’s growing population India has become a preferred investment destination for many multinational companies. Whether searching for a place to outsource labor or seeking to introduce a new brand to the market, companies are stirred by lucrative business opportunities. Based on its largely educated English speaking population and growing middle class, India will soon be the human resource capital of the world. McKinsey Global Institute estimates that by 2025, 69 cities in India will have a population of over one million each, bringing about the need for businesses to sustain the livelihood of India’s population. The number of hours worked will continue to climb at a significantly faster rate than elsewhere as it creates jobs to support its India’s youthful populace. To translate to a growing consumer class
Why Godiva in India? Cater to the changing palates Palates of Indian consumers are evolving, and international travel ensures that appreciation of fine foods have become more common now than they were a decade ago. Chocolates evolving in the gifting industry Chocolates have been evolving in the gifting industry in India. Culturally, Indians have always invested a lot in gifting. Be it weddings, Diwali, Holi, Eid, new year, Valentine’s, birthdays, or anniversary celebrations, chocolates have found a perfect fit in the gifting segment. The quality of design and packaging as well as Flavors/ingredients further add to the attraction and are the reasons why people now prefer gifting a story rather than the conventional Indian sweet. Operational costs are lower The operational costs of developing a business in India are substantially lower compared to setting up a business elsewhere. The cost of basic amenities required for businesses is lower in India, whether it is investing in infrastructure, labor, food, transportation, internet or even taxes. Easier for Businesses to enter and experiment The openness of the Indian market makes it easier for businesses to enter and experiment new products or services on a large population. The consumer food segment is among the fastest growing segment in India posing enormous opportunities for multinational corporations and investors
The country boasts a labor force of 234 million citizens between the age of 15 and 24 and still growing. India’s growing workforce also translates to a growing consumer class. There is an enormous and growing demand for Western products and brands
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Competitive Analysis CADBURY Cadbury is a British multinational chocolate major. It is handled by Mondelez India (earlier Cadbury India). Today, Cadbury is the most loved and most widely sold in India. According to Euromonitor International, Cadbury accounted for 55.5% of the total chocolate sales in India during 2014. Dairy Milk is the flagship brand of Cadbury.
NESTLE Founded in 1866, Nestle is a multinational beverage and consumer food items company based in Switzerland. Henry Nestle founded the company in Vevey, Switzerland. Nestle came to India in the late 1950s. Nestle was the second best-selling chocolate brand in India in 2014 with 17% share of the total sales volume. Kit Kat, a bar of crisp wafer fingers covered with chocolate layer, is Nestle’s flagship variant in India.
Secondary Research Analysis
FERRERO Ferrero is an Italian food and beverage company founded in 1946 by Michele Ferrero. The company started its business in India in 2004 and has gained a considerable ground in the Indian chocolate industry within a decade. It is famous for its unique taste defined by its main ingredients – creamy filling, a crunchy wafer and a hazelnut center. Ferrero India was the third biggest chocolate brand in India as it held 5% market share in 2014.
AMUL Amul is India’s indigenous dairy cooperative primarily dealing in dairy products. It is also one of the biggest players involved in chocolate manufacturing industry of India. Amul is owned by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) and was founded in 1946 by Dr. Verghese Kurien. The credit of making India the largest producer of milk and dairy products by bringing about the ‘White Revolution’ goes to Amul. Milk chocolate is Amul’s most trusted brand amongst Indians. Accounting for 1.1% of India’s overall chocolate sales volume in 2014, Amul stands fourth. 31
Competitive Analysis
Perceptual Maps
MARS Godiva Chocolatier in India
Mars was established in 1911 by Franc C. Mars in Washington, U.S.A. The first recognized brand of
Popular
Mars was Milky Way that was launched in 1920s. Mars has been popular in India as well. Very recently, Amul
Mars has started its manufacturing in India. Snickers and Galaxy are the most popular chocolates in India
Mondelez India
Nestle
that are made by Mars. The company was the fifth biggest seller of chocolates in India in 2014 as it got 1.1% share of the total sales.
Ferrero
Premium
Mass Market
Godiva
Chocolate Room
Chocolate Heaven
Escapades
Feu
Culinary Craft
Fabelle
Ether Atelier
Undiscovered
Godiva Chocolatier in India High Variety
Godiva
Mondelez
is only one widely known and national branded Chocolatier, Fabelle by ITC in Bengaluru. The market is
(New Delhi), Celeste Chocolates (New Delhi), The Chocolate Room (Bengaluru), Ether Atelier Chocolat (Mumbai), Entisi (Mumbai) and several others. The latest trend making waves in India is the concept of experiential dining and some of the players
Chocolate Room
Nestle
Feu
Chocolate Heaven
Product Based
dominated by standalone chocolate boutiques like The Chocolate Heaven (Mumbai), Windsor Chocolatier
Amul
Ferrero
Culinary Craft
Ether Atelier
Service Based
These being some of the biggest players in Indian Chocolate Industry on a mass market level, there
Fabelle
Escapades
serving chocolate experiences are Culinary Craft (Mumbai), Feu (Hyderabad), Escapades Culinary Studio (Hyderabad), APB Cook Studio (Mumbai) and The Culinary Lounge (Hyderabad). Low Variety
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Location Analysis Mumbai, India Mumbai city and suburban district is, at 440km2, just over half the size of New York City, but is home to 13 million people. The wider metropolitan region, at 4,350km2 is relatively small compared to other global regions, yet has a population of close to 23 million. It is one of five mega-cities in South Asia – with Delhi, Karachi, Dhaka and Kolkata.
35
Mumbai is by far the most globalized city economy in South Asia. The most recent analysis of global
•
a leading symbol of emerging megacities in the global South, whose metropolitan development
producer services firms by the Globalization and World Cities group indicates that Mumbai is the 12th most
and progress is indexed to the overall success of 21st century urbanization, and which is proactively
interconnected economy, at the top of a third tier with Chicago, Moscow and Sao Paulo. This represents
engaged with by international institutions and NGOs.
a rise in relative and absolute terms, from 21st in 2000. Since then, it has moved ahead of similarly placed Eastern hemisphere cities such as Taipei and Jakarta.
Taj Shopping Arcade, Colaba, Mumbai
Despite increased competition from Delhi, Bangalore and Chennai, Mumbai is still India’s economic nerve center, home to the Reserve Bank of India and the State Bank of India. It is the headquarters of 21 of India’s 54 largest companies within the Global 2000, well ahead of Delhi (12), Kolkata (4) and Bangalore (4). Many domestic exporting firms are in the pharmaceutical, retail and financial services sectors, but there is also strength in IT, not least due to Mumbai-based Tata Consultancy Services. The city’s two ports handle more than a third of India’s foreign trade, while firms based in the city as a whole declare nearly 60 percent of the country’s customs duty collections, and 40 percent of income tax to the national exchequer.
Area Attractions •
a hub for smaller businesses with national and international reach, including in the design, fashion, tourism and jewelry sectors, where more informal networks of entrepreneurs have continually strengthened Mumbai’s brand overseas. The city is a center of creativity and consumption, with
•
Mumbai is a city of dreams and shocking realities – the home of Bollywood bling and bumper-to-
high average income and tax generation by regional standards.
bumper traffic. Given as part of a dowry to King Charles II in 1662, it became a darling of the Empire. At its
the home to South Asia’s biggest cultural industry and export: Bollywood. The film and entertainment
southernmost tip lies Colaba, the old British quarter. Long Mumbai’s unofficial tourist headquarters, Colaba
sector are the most advanced and globally appealing creative industry in any emerging world city.
is now experiencing a grand renaissance, Indian style. Vibrant and colorful, Colaba is compact, walkable and
Mumbai has ‘first-mover’ advantage to become the Los Angeles of the East in terms of film and
packed with stuff to see and do. Every week new cafes, restaurants, boutiques and bars open.
television pre-eminence. •
Sales Potential
at the center of an evolving regional system of cities that is a dynamo of what will become the third largest national economy by 2030. Inter-city knowledge and IT links are growing with nearby
•
by high-end shops, restaurants, and entertainment
Pune and Nashik, and new corridors of development to Delhi and to Bangalore will mean Mumbai begins to serve a new cycle of inland industrialization.
The stability of sales would be high because the location is a shopping destination that is surrounded
•
Opening Godiva Culinary studio in Colaba does not only indicate that it belongs to the group of premium and luxury, but also attracts the right customers for the brand who have strong purchasing power 37
Consumer Analysis
Interests •
Art
•
Food and lifestyle
•
Emerging Cultural Trends
•
Traveling
•
Fashion
Relevant Opinions and Beliefs •
Thinks that engaging in Social activities is necessary to be a well-rounded and informed person
•
Believes in Equality for all
•
Sees the Importance in physical and mental health
•
Believes in living a well-rounded life, striving for balance between work and leisure
Specific Technology Used Demographics •
Gender: Women, Men
•
Age: 18-42 years old
•
Income: $90k + per year, with a substantial amount of disposable income
•
Education: Minimum College Graduate. Some with Post-Graduate Degrees
•
Lives in India
•
Smartphones
•
Computer/Laptop
•
Smart TVs
•
Tablet
Media Consumed
Work and Leisure Activities •
Works in a corporate environment or in the fine arts
•
Enjoys traveling to new destinations to learn about different cultures
•
Enjoys socializing, going to new restaurants openings, attending events
•
Makes a point to spend time with friends/family
India’s Millennials average 17 hours online weekly. They spend two thirds of that time perusing emails, browsing social media and conducting searches. Only 11% of that time is spent on online transactions, including banking
39
Indian Millennials haven’t yet
Key Findings
shifted their entertainment preferences online. Half of those sur veyed said they
Godiva to move into new retail concepts over next 6 Years as a part of their Global Expansion Strategy
still prefer watching TV and
Retailers are making bold moves in the brick-and-mortar space as consumer expectations change
listening to the radio to online
and competition grows, with many brands experimenting with new store formats, in-store technologies,
entertainment channels; another
and omnichannel services. Godiva is positioning its well-known brand to enter a saturated food service
31% consumed online and offline
market with global competitors. The company’s ultimate goal is to become a leading provider of snacks and
entertainment equally.
chocolates in its chosen markets
Shopping
Chocolate business in India grows in double digits again Indians are back to their sweet tooth indulgence. After clocking a negative volume growth in 2015, and a low single-digit growth in the subsequent year, the Indian chocolate confectionery market rebounded to a
Millennials who already purchase products online say that they are drawn by the ability to buy anywhere, anytime, with a wide assortment of available products at attractive prices. MMillennials spend on E-commerce the most (19%), thanks to the online shopping habits of the millennials, with 43% of all digital advertisements tailored for handheld devices. A lot of millennials prefer to spend money on their present lifestyles and experiences rather than saving for the future, especially when they realize that they would need a large pile of money to meet most of their life goals.
Behaviors
double-digit volume growth in 2017, according to industry reports. In value terms, the chocolate market - an impulse-driven category - witnessed a steady growth of over 12% since 2016. The value growth clocked by the Rs 15,600-crore industry in 2017 was 12.4%. In 2016, the growth level was the same at 12.4%, but higher as compared to 9.7% in 2015. In volumes, however, from a high growth rate of 16.6% in 2014, the category witnessed a de-growth of 1.5% in 2015. It returned to a double-digit growth of 12.3% in 2017, from 4.8% in 2016. Millennials are seeking for more experiential services as cafes and coffee shops have overcrowded the food service sector in India While millennials are often perceived to have a gradually decreasing brand loyalty and are relatively driven more towards lower prices as compared to their elder counterparts, their loyalty seems to be more towards the values of the brands and their unique selling propositions. Further, value for millennials is not just about the quality of the product or its durability/longevity, but a whole lot of other factors including their shopping experience, customer service and response, query redressal, etc. Millennials value experiences over just owning things. A majority of millennials are more inclined to purchase a product if they participate in an experiential campaign. Add a little personalization, and the millennials might be driven towards loyalty .
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Primary Research Design
Primary Research Focus Group
Primary Research
A focus group was conducted with a group of 16 participants with different age groups. The research was conducted with all Indians in different batches varying in the mode of communication. Group 1 was based in Savannah and was conducted in person at a coffee shop, Foxy Loxy. It consisted of 8 young adults (2 Females and 6 Males) with ages ranging from 22-28 years. The participants were Aniket Madkaiker, Farhad Mehta, Jeel Gada, Saloni Patel, Archie Tyagi, Prathamesh Sawant, Pranav Agarwal and Kinshuk Modi. Group 2 was conducted over a video call with 4 people (2 Female and 2 Male) of age 34-41 years from which two were based in Delhi, India and two were based in Columbus, Ohio. The participants were Pragya Garkemukhu, Naresh Kumar, Pradeep Nunna and Haritha Yadala.
43
Group 3 was again conducted over a conference video call with 4 people (1 Female and 3 Male) of age group 25-30 based in different countries including UK, Australia and US. The participants were Dileep
Heard but never had it until I moved •
Kumar, Srujan Varma and Nithin Reddy and Pallavi Shedge.
First thing that comes to your mind when you think about Godiva? Red, Brown and Gold
Objective
Salivating, Extremely soft
Determining the audience in order to find the brand reach, awareness and identity of Godiva among
Gifting, Exclusive
the target consumers in India by conducting a focus group to help narrow down the target by demographic,
•
Where and How did you buy Godiva chocolates in India?
consumption and shopping habits. Sociable Indian Millennial customers that have a substantial amount of
Bought it from the states while travelling to gift it to someone
disposable income or are dependents on parents, with shopping behaviors very experimental, likes being up
I was introduced to the brand when my uncle bought me Godiva and then I started buying it online.
to date have been targeted.
Was gifted by someone
The research includes a set of questions differentiated in terms of objectives. Generic •
Never bought Godiva in India, I was not accessible to it •
How often do you eat chocolates?
Quality of the chocolate, it had a distinct taste
Pretty Often, Rare •
•
Their signature ranges and variety of chocolates •
What comes to your mind when I say Chocolate experience?
Snickers, Lindt, Ferrero, Kitkat, Ghirardelli, Munch
Variants in flavors, Chocolate fountain, Chocolate pouring and more chocolate related activities
Savannah Candy Kitchen, Chocolat by Adam Turoni, See’s Candies, Iris Chco, Royce, Godiva,
It reminds me of Starbucks, I started going there because I would like the experience I get in
Winans, Polly’s. •
Taste was fine, texture was waxy
What are your favorite chocolates? Mass Brands and Premium? Dark, Milk, Flavored
What do you like about it as a brand/experience?
store. Price also plays a big factor.
Do you buy premium chocolates for yourself or others? How much do you spend?
Melt in mouth, Buttery, Bathe in Chocolate, Hot Chocolate, Chocolate Apocalypse
For myself, Gifting, Won’t buy for myself
Perfectly Sweet (Not too sweet),
Would not spend a lot as I have options to spend on other gifting options
Aroma of the chocolate
During occasions, do you prefer gifting your loved ones or taking them out?
Godiva Culinary Studio
Depends who the person is, if it’s a close family member or my girlfriend I would take them
•
Would you go to Godiva Culinary Studio if given a chance? and Why?
out, to relatives and friends I would gift.
I am curious so I would go to know what it is
Godiva
Will go on a date
•
If someone takes me there
Have you ever heard about Godiva as a brand/their chocolate? Yes
I would go in a group
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Personal time, have an alone time and get some personal space •
What interests you about Godiva Culinary Studio? Place to hangout
Findings
Mixing & process Flavor infused chocolates, cultural, unusual ones I would not like culture infused flavors Michelin star chefs, Chocolate infused liquor •
What would your ideal experience at Godiva Culinary Studio be? Going on a date Unique baking process Exceptional store I expect return gifts to take back after the cooking sessions Brand standards have to be strict I would want to create a menu for myself It should be a different environment every time I go there. Feels like Belgium, Amazing displays Leave a lot of questions in my head
•
What activities would you like at Godiva Culinary Studio? I would like them to educate me about chocolates Quick made chocolates from the scratch Visually Entertaining activities Don’t want to learn making chocolates from scratch Group activities, Games Activities like Treasure hunt, I would not want to cook.
Consumption of chocolates among the participants was found out to be 80% very often and 20% rare with milk, dark and flavored chocolates as a preference. On a daily basis, mass branded chocolates and for occasions premium brands are preferred. Primary reason for purchase would be for gifts and self-indulgence. All the participants in the group were aware of the brand Godiva while associating it with red, brown and gold, indulgence, gifting, exclusive and more as shown in Figure v. Interestingly, all participants prefer home cooked meals whenever possible. However, given an option to dine out, all of them prefer eating at restaurants. These restaurants also serve as points of socializing with family and friends. Further analysis shows that these participants’ intrinsic motivation for selecting such dining places is due to the need for quality time with their companions. Given that all the participants have relatively high spending power, they shop regularly on a weekly basis especially over the weekends. While the younger participants of the study group enjoy the online shopping experience more, the rest prefer shopping in physical stores. This reflects the majority’s desire for physical interaction with the brands as part of their purchasing decision. More often than not, these participants self-indulge in retail therapy. It was also noted that all participants made an effort to catch up with their family and friends on a regular basis despite their busy schedule. This shows that they prioritize in maintaining a work-life balance. Another observation made is that all the study participants rely heavily on their smart phone applications. Many of which listed Facebook, WhatsApp, Twitter as their most frequented applications. These research findings were useful in better understanding the values and lifestyles of the target group, to develop more accurate tools and strategies for the new initiative.
47
Interview An interview with Madhavi Penmetcha, partner and co-founder of Feu - a French inspired patisserie,
No. we are currently not partnered. But we do rent out the culinary space for events like comedy clubs, photography classes, finesse classes. •
No. we do not have long term culinary yet as we are not yet accredited.
Hyderabad was taken place via Whatsapp. Feu was chosen to conduct the research because of it being a French inspired dessert place in Hyderabad that specializes in cooking classes, custom parties and shows for customers and provide experiences based on choices.
Do you have long time culinary courses? Do you have plans to start doing it? Why/Why not?
•
How do you engage people who do not like to cook and are there only for food? We try to keep the class with simple instructions, very engaging between the chef and the
Objective
customer. If the customer is not interested to cook, he can always sit and relax or sip on our coffee or
The core objective behind this interview is to determine the core management in terms of product, plan,
juice while rest of his team finishes cooking.
sales and staff in order to gain better insights from the industry expert of experiential food services in India. The questions for interview included •
How to you manage workshops? (in terms of different aged group customers) We plan workshops every month keeping all age groups in mind. For example, we plan kids’
Findings
workshops on weekends, advanced classes for home bakers and fun workshops like mixology classes to attract young adults. We also design workshop for corporate team bonding activities. •
How do you decide menu for different events and different people? Our menu is customizable, and we offer wide selection. We cater to a simple high tea or even
a 10 course sit down dinners. •
When do you have most sales? (Is it during the weekdays, weekends, festivals) Weekends, summer holidays and around Diwali and Christmas
•
How do you aim to get customers during the dullest time periods? Offer discounts and launch few interesting new dishes
•
What do you do when you do not have any events/workshops lined up? Up our marketing game
•
How do you manage staff? (are they professional chefs or freelance chefs?) We have professional chefs and few interns. Everyone works fulltime at Feu.
•
Based on the responses, it was recognized that customization in their business is the main driver for Indian customers, they range widely based on age groups and preferences from simple high tea or even a 10 course sit down dinners. New product launches, discounts and marketing channels drive the most millennial customers. Sales are seen the most during the weekends, occasions and holiday seasons with workshops varying from kids’ cooking sessions, advanced classes for home bakers and fun workshops like mixology classes to attract young adults. They also design workshops for corporate team bonding activities. Additional sales come from different kinds of events where the space is rent out to different social groups for events like comedy clubs, photography classes, finesse classes. Feu only does short time classes and workshops as they are not accredited for long term culinary courses. The space is run by a set of full-time employees with interns included.
Are you partnered with event management corporations, goods suppliers, brand representatives (for marketing purpose), hospitality groups, investors? and for what purpose each?
49
Field Observation A field observation was done at Feu - a French inspired patisserie, Hyderabad on 22 August 2019. Objective
To observe the place in order to learn about their space and ambience. This qualitative method
also includes collecting information by directly observing the customers, employees in the cooking and work environments. The primary objective being to analyze the in-store marketing and management. Limitations
The visit was conducted within a few hours during the day when there was a private party
going on inside. However, upon request I was given the opportunity to watch and be there for a while to complete my research
Findings While in Hyderabad, India, a visit to Feu on Jubilee Hills Road was to observe the workings
Primary Research Analysis
of a culinary space. During my visit to Feu, the space was noted to be a 60-seater with large French windows right in the lobby where a display of 20 curated French desserts were served. There were a couple of customers being attended by a chef in the lobby behind the dessert display. As the queue cleared, I was greeted by him and on request I was briefly explained about their services and space. The cafe also has a live dessert counter inside where the chefs prepared semi made pastries to decorate them in front of the customers. However, when I was given permission to have a look inside, it was observed that the interiors of the space inside are inspired by France with beautiful flowerpot arrangements and some black and white furniture with some aesthetically pleasing highlights to add to the ambience. A group of about 6 kids and their parents were indulging in the confections curating process out of which 2 men were seated and sipping coffee while the kids were finishing up. Along the process the professional chefs of Feu were constantly guiding over the kids and parents. The space had some dark but energetic lighting in an effort to keep the kids going.
51
Key Consumer Insights From the research findings we found that Godiva has low brand recall when it comes to chocolate but when consumers thinks of premium chocolate, Godiva stands at a higher position. This is in line with the focus group finding of the strength, favorability and uniqueness of Godiva that is providing high quality chocolate. Although brand awareness of Godiva is relatively high, Godiva still lacks brand loyalty. In order to move in line with the global strategy, Godiva has a few areas to improve on. For example, Godiva needs to work on being more accessible which respondents feel there is a lack in Godiva.
Key Findings The Primary research supports Godiva’s initiative of moving into India with new retail concept According to the primary research, about 90% of the Indian millennials are now gravitating towards the need and expectation for more meaningful and connected consumer experiences.
GODIVA
Culinary Studio
Customers are now looking for deeper and more personalized connection with the brand. It substantiates the connection of brand values and low-price points with brand loyalty. The primary research also supports the Secondary Key finding of the chocolate consumption growing with a high rate due to innovation in food flavors, health benefits etc., during the most auspicious times of the Indian consumers. This also proves that the consumers are now indulging in experiences that make memories in order to spend time with their loved ones, as maintaining a work-life balance is seen to be a major priority to the Indian Millennial customers within their most busy lifestyles.
53
Godiva Culinary Studio Godiva Chocolatier, the global leader in premium chocolate, to support the company’s plan of growing its business fivefold over the next six years, is expanding into Mumbai, India with an extension of its premium chocolates into new product categories and retail concept, Godiva Culinary Studio. It features a space for private and corporate events in casual, hands-on cooking for connoisseurs in food, team building events and special occasions while some of the Godiva’s master and professional chefs guide you to through the process. The space also consists of a regular chocolate counter where a wide range of chocolates will be premade and sold for instant purchases along with some localized flavors Chocolate is strongly associated with consumption behavior of Indians during festivities and occasions. Most occasions tend to be collective and ritually
Strategy and Initiatives
accompanied by sharing something sweet. As a brand that is looking into targeting the biggest spenders and largest living generation in India, Millennials, entering their peak earning years, Godiva is now moving into providing experiential services to provide this customer group along with regular customers to be the market leader in the industry. As a report from live mint states “Millennials are the chief wage earners in India with a 47% share in the working age population.” Millennials are said to spend most of their monthly income on essentials, education and utilities, their incremental income is primarily spent on entertainment and eating out (32.7%), apparel and accessories (21.4%) and electronics (11.2%). A survey by Franchise India reveals, “34% of the people eat out two to three times a week, while 27% eat once a week, about 11% eat three or more times a week, 12% eat once a month, 3% eat on special occasions, while 12% love to eat daily at a restaurant.” Godiva Culinary Studio reflects the growing trend, the brands future projections of expanding into new retail concepts to better incorporate involvement and connection with the customer while catering to the growing need for
55
experience. In 2018, Godiva held a share of 0.8% in the $110 billion global packaged chocolate confectionery
Digital Presence
market making it place on the 17th rank. The brand expects 40% of its total sales to achieve from their
In order to capture millennials’ attention, Godiva is going down the digital lane. This is important as
global strategy
to support their marketing strategies across all channels – including online and offline. Godiva chocolatier,
Key Success Factors Localized Marketing
known as a premium chocolate brand, in order to target the millennials is increasing its digital budget, which makes up to 70% of its overall marketing budget, up from 60%. While Godiva is a recognizable and well-known global brand, it tends to be one customer think about
Godiva in its recent times, is adopting localization in its global strategy that provides a competitive
for special occasions or holidays rather than day-to-day chocolate consumption. Increasing the “top-of-mind
advantage in cost and effectiveness. Localization in each strategy is distinguished between the brand and its
awareness” through paid search, paid social, as well as programmatic and partnerships with publishers like
market on the basis of adapting some appropriate set of values to sell it using the key marketing elements.
PopSugar and Buzzfeed, is part of the company’s plan to grow the business by five times over the next six
The factors being label, packaging, materials, colors, name, product features, advertising, media, execution,
years, according to John Galloway, chief marketing and innovation officer for Godiva.
price, and promotion. For example, Godiva’s latest campaign “Wonder Awaits” pays homage to their founder, Pierre Draps’ by featuring his love story, of him learning to make Godiva’s famous truffles to treat his wife who loved
Godiva Chef Chocolatiers Godiva has five chef chocolatiers who work together as a team to research and develop new chocolate formulas, discover new flavors, and design new ways to work with chocolate.
chocolates. This campaign was created to showcase their commitment of creating products, experiences
The Godiva global team of Chefs and Chocolatiers keep the Belgian tradition alive and delicious. Godiva
and destinations for people to treat themselves with Godiva everyday - beyond holidays and occasions.
Chefs and Chocolatiers are passionate about continuing the vision of our company’s founder Joseph Draps.
This campaign uses the values of treating yourselves everyday with the use of a key marketing element;
Monsieur Draps believed in creating complex, yet always balanced notes of super-premium chocolates, an
execution in trying to reflect it in romantic vignettes. It also uses the product feature element of the Godiva
ode to the Belgian tradition. Today the global team of Chefs and Chocolatiers has the pleasure of creating
Cafe concept to reflect the same value.
extraordinary Belgian chocolates that are available in over 80 countries.
Another campaign of Godiva, “Chocolate Never Felt So Good” demonstrates the multi sensorial feeling after eating Godiva Chocolates using sensual, suggestive advertising. Localization in India for multinational brands is the most vital strategy to succeed. In a market like India where the multicultural values bring differences in the diets of different socio-economic groups as well as age groups, food preferences of the majority of the customers tend to be within identifiable traditional boundary. While the market is now starting to see some major changes, people’s palettes have been changing drastically over the past few years. The localization factor is largely attributed to well-connected customerbrand relationships and flavor innovations. Consumers now are looking for new and innovative products and are ready to spend on impeccable service and taste.
57
Behavioural/Needs and Motivation
Mental Space
•
Exclusivity is key for her, values her unique and luxurious lifestyle
Samantha, a celebrity and
•
Likes food and instagrams it everytime she goes out
actress, is 32 years old. She supports
•
When not working she wants to be around family and friends , spending quality time with them
NGOs and social welfare and is actively
and travel to exotic places
involved in world peace and betterment.
Connection Moments
She is independent and self-made, she
•
She looks for unique and reputable places to go, to maintain her social status
earns 40k dollars per year.
•
Likes to spend on luxury brands, stays and products
•
Her food experience is usually healthy but doesn’t mind adding some calories every now and then
Psychographic •
Travelled all over the world
•
Passionate about career
Market Space
- puts it above anything else in her life •
•
SAMANTHA RUTH PRABHU •
Nitesh, a real estate attorney,
Apar tment in Bandra ,
is 42 years old. He is a father of two
Mumbai. When she needs
kids and made his own name in his
her private time.
side business, food sector and is well-
Most of the time travelling
recognized because of his work.
either for work or events.
Psychographic
Married to an actor.
•
Sociographic •
She is always on the go looks for quality and durability in each item she owns
•
Loves staying busy and hardly ever says “no” when being invited to events
•
She’s a jet-setting, tech-investing, feminist who takes a stand for what she believes in and isn’t
He loves his work and keeps getting calls all the time
•
He is hard-working but also believes in taking out time for himself
afraid to speak about the tougher issues. Involved in issues like education, hunger, and equal
•
rights for women.
He loves cooking and keeps looking for new places to eat and travel .
NITESH KASHYAP 59
Sociographic
Boxed Chocolates
•
Being a businessman is not an easy task - he is always busy working on future partnerships
•
•
Doesn’t feel the need to be fancy on a daily basis but when he is travelling - he wants to travel
The boxed chocolates are the gifting merchandise for the customers to be able to buy them on the spot.
in luxury and comfort
•
•
He spends all his saved money to buy properties - luxury purchases like his antique collection
Speciality pieces
•
He is looking to retire early so he can focus on his businesses and family
•
Speciality pieces are our chocolates produced at Godiva Culinary Studio.
•
Constantly looking for a new moment to share with his friends
•
These chocolates are some cultural adaptations for the new space.
•
Customers would be able to buy them in pieces or in sets.
Behavioural/Needs and Motivation •
He likes going to new places and restaurants with family
•
He likes trying new cuisines and dishes to be updated on the food industry
•
He has connections all over the country from different sectors and prefers to have fun activities with his kids
Pricing Strategy Workshops •
Connection Moments •
Being an entrepreneur in food industry, has an eye for new food trends
•
He trusts on rich and classy brands.
•
Experiences and memorable moments are most important to him while travelling
The pricing at Godiva Culinary Studio runs with the difficulty levels the workshops have. It ranges from Rs. 2,000 to Rs. 4,500. Workshops that include Kids with more safety practices and procedures are charged around Rs. 4,000.
Private Events •
Product Plan
The prices for the events that allow you to book the space for yourself, vary according to the amount of people, number of dishes and more. While booking the event a Godiva customer representative will assist you to guide over your event planning and provide a quotation for the
Workshops •
The boxed chocolates would come in sets of 5pcs, 8pcs, 12 pcs and 24 pcs.
overall budget.
Culinary workshops allow you to sign up for the classes that Godiva provides based on the
Boxed Chocolates
holidays and seasons.
•
•
The calendar for the workshops are posted on the website a month in advance.
•
The timings for these workshops are pre decided as well.
The pricing for the Chocolate boxesr after an analysis with Godiva’s competitors, came up to have a range starting from Rs. 500 for a 5 pcs set.
Private Events •
Godiva Culinary Studio allows you to book the space for yourself.
•
The customers would be able to customize the events and menu, according to their choice as well.
•
The customers would be reaching out to the Godiva representatives via email or phone to book the events. 61
Place
Post-Purchase •
Create A long-lasting, memorable engagement and retention
Taj Shopping Arcade in Colaba is a young and fashionable area where many premium and new
•
Create exposure for the brand through a long lasting source of advertising (instagram posts)
luxury brands are stationed, this place provides the brand with an excellent platform to promote brand
•
Create repeat purchase with promotional offers and discounts
concepts and sell new products.
Communication Mix
This 2,000 sq.ft. studio is the international culinary space for the chocolate retailer, Godiva. It features a brand-new concept focused on the company’s Belgian chocolate and waffle heritage. The entire store
Primary Medium •
The primary medium that our target audience uses is digital media: social media: i.e., Instagram,
is of a single floor, divided into two sections. The first section features a chocolate bar for regular sales
Facebook and Youtube. Since millennials are digitally savvy - about 85 percent own a smartphone
and that area leads to a seating area. The second section features a Live Dessert counter where the chefs
and that is why it is essential to have a digital primary medium. The web and social media are
perform live dessert making, while the space for kitchen workstation would be used for the events and
critical to the generation, and it is where most of their research comes from online. Paid media
workshops being held.
through online publishers are also important
Godiva Culinary Studio provides guests with a rustic and elegant place. The interiors highlight a palette of dark browns and bright greys.
Promotional Plan
Secondary Medium •
In regards to the secondary medium, display ads and Kiosks were identified which can be categorised as traditional media.
Marketing Calendar and Budget
Communication Objectives Brand Oriented •
Raise awareness
•
Be the top-of-the mind brand when someone thinks about Chocolate
•
Attract the millenials
•
Be percieved as a brand of chocolate experience
Pre-Purchase •
Target and drive a specific market
•
Create buzz
•
Include various medias to spread a word and reach a larger audience
•
Introduce the brand experiences to the new customer base
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Collaterals
65
Floor Plan
Store and Interiors
67
Space Renders
69
71
73
75
77
Color Palette
Promotional Video
79
Mood Board
81
Story Board
83
Script
Behind the Scenes
85
87
Credits A Student Project Inspired by Godiva Chocolatier Savannah College of Art and Design
Art
Student Film
Creative Direction - Bhavya Garkemukhu
LXFM 749 MA Final Project
Layout Artist - Prathamesh Sawant
Fall 2019
Production Designers - Christell Holmes & Lily Zangari Food Styling - Bhuvi Kalra
Special Thanks Carin Wightman Prathamesh Sawant Savannah Film Studios
Professor - Carin Wightman Crew Production
Crafty - Deena Saweer
Executive Producer - Bhavya Garkemukhu
Extra Help - Ramya Yarramsetti
Producer - Austin Pope Director - Bhavya Garkemukhu
Cast
1st Assistant Director - Prathamesh Sawant
Farhad Mehta Fahad Jarbou
Camera
Jeel Gada
Director of Photography - Bala Santhosh Majji
Aniket Madkaiker
1st Assistant Camera - Katy Shetler
Prathamesh Sawant
2nd Assistant Camera - Satya Sullivan Gaffer - Bryce Henderson
Postproduction
Key Grip - Pashmita Keni
Editor - Neel Sawant
Grip - Rebecca Wolfe
Colorist - Chen Du Music Composer - Ryan Harris
Storyboard and Script
DIT/Assistant Editor - Isabella Herrera
Storyboard Artist - Prathamesh Sawant Screenwriting - Ines Maza
3D Space
Script Supervisor - Ela Ramirez
Interior Designer - Aniket Madkaiker Lighting and Render - Prathamesh Sawant 89
Financial Plan
91
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