Ethics Clause I confirm that this work has gained ethical approval and that I have faithfully observed the terms of approval in the conduct of this project. Signed: ……………………………….……………….
Rose Tovell N0726294 UK/ USA Individual assignment Word count: 3279 01
Date: ………………………………
CONTENTS 03
Introduction
33
UK Consumer
04
Methodology
34
US Consumer
35
Macro Trends
37
Ansoff Matrix
40
PART 3: HOW WILL THE BRAND GET THERE?
06
PART 1: WHERE IS THE BRAND NOW?
07
Brand History
09
Brand Overview
11
Brand Audit
12
Brand Identity prism
15
Brand Health
17
Social Media
18
Market Health
19
SWOT Analaysis
21
PEST Analysis
24
41
Market Entry Overview
42
Marketing Mix
43
Phase One
44
Phase Two
45
Phase Three
46
Phase Four
47
Phase Five
PART 2: WHERE SHOULD THE BRAND GO?
50
Conclusion
25
Brand Essence and Vision
51
Appendix
26
Positioning Statement
58
Illustrations
27
Competitor Analysis - UK
29
Comnpetitor Analysis - US
64
References
66
Bibliography
32
Consumer Segmentation 02
INTRODUCTION
This report will aim to carry out an in-depth analysis of the luxury UK chocolate brand, Hotel Chocolat, leading to the development of a detailed market entry strategy of a planned launch into the US. Beginning by examining the brands’ current positioning in the UK market, the report will then continue to show how and where they would be positioned in the US. Through thorough investigation of both the gifting and premium chocolate market, as well as research into the cultural differences between UK and US consumers, this report will conclude in a five-phase entry strategy of Hotel Chocolat’s US launch.
03
METHODOLOGY Research objectives • Measure brand perception, usage and awareness in the UK and US. • Research the chocolate and gifting markets and the development of them in both the UK and US. • Use a combination of primary and secondary research in order to methodically analyse Hotel Chocolat through the use of marketing models. • Examine how Hotel Chocolat can use their strong UK positioning to maximise their potential in the US.
Primary Research
Secondary Research
• Online questionnaire (see Appendix 1), shared with family and friends over social media platforms like Facebook and Twitter to access the widest demographic possible.
• Online reports from databases such as Mintel and Euromonitor to understand the markets and cultural differences between UK and US consumers.
• The survey received 127 UK responses, helping to draw conclusions surrounding brand awareness, usage and perceptions.
• Journal articles.
• It was also attempted to gather primary research from the US (see Appendix 2) by asking a friend who lives there to share it, however it only obtained 12 responses, therefore making it invalid. • Store analysis of Hotel Chocolat as well as competitor stores to study the brands’ store environment compared to their primary competitors. 04
• Studying Hotel Chocolat’s social media platforms, including Instagram, Twitter and Facebook, to understand their digital marketing strategy.
05
06
BRAND HISTORY
1993 Begin selling chocolate online, becoming one of the UK’s biggest e-tailers.
2004 The first ever Hotel Chocolat shop opens in the centre of Watford, Hertfordshire.
2009 The brand launches into the US, opening two stores in Massachusetts and New York.
07
2010
2011
Hotel Chocolat’s first cafe opens in London’s Borough Market.
Boucan, Hotel Chocolat’s luxury hotel, restaurant and spa, opens in St Lucia on their cocoa plantation.
2012
2013
2015
2016
2018
Hotel Chocolat is voted the UK’s ‘most advocated’ British brand.
Rabot 1745, their London restaurant opens, bringing the cocoa plantation experience to Britain.
US stores close due to it being considered uneconomical as the cost of shipping was too expensive.
The brand receives 18 Academy of Chocolate Awards, including three Gold.
M-Box launches, Hotel Chocolat’s first weekly subscription.
(Hotel Chocolat, 2018)
08
BRAND OVERVIEW Hotel Chocolat is a “leading UK premium chocolate company, making innovative and accessible luxury chocolates” (Hotel Chocolat, 2017). The brand is a British chocolatier and cocoa grower, with its own plantation in Saint Lucia. Hotel Chocolat currently have a strong positioning in the UK, with 91 stores across the country, as well as 5 cafés and a restaurant in London. They also have a successful online business, offering international shipping to various countries, including the US. Additionally, the CEO of Hotel Chocolat, Angus Thirlwell, has recently opened three stores in Copenhagen and two franchise sites in Hong Kong.
09
(Hotel Chocolat Annual Report, 2017)
Between 2016 and 2017 Hotel Chocolat’s profits before tax doubled to £11.2 million and sales grew by 12% to £105.2m (Armstrong, 2017), showing the brand is only set to continue growing in future years. The brand also have a 0.5% share of the £20 billion gifting market (Hotel Chocolat Annual Report, 2017). This strong current financial position within the UK provides the brand with a strong position as they launch into America. 10
BRAND AUDIT Mission Statement To be recognised as the world class premium chocolate brand through unique products, services and employees.
Brand values ORIGINALITY Hotel Chocolat are constantly striving to be fresh, creative and innovative. They are always one step ahead of the market in order to make chocolate exciting.
AUTHENTICITY The brand is one of the world’s few chocolate makers to actually grow cocoa, on their own plantation in Saint Lucia. Connecting cocoa-growing with luxury chocolate making and retailing makes us unique in the UK, with ‘More Cocoa, Less Sugar’ being the mantra of the business.
11
ETHICS The brand believes cocoa farmers deserve respect and a fair deal. Their Engaged Ethics programme has already transformed the lives of many in Ghana and on Saint Lucia.
BRAND IDENTITY PRISM
Elegant, sophisticated, luxurious, simplistic
PHYSIQUE
Exclusive, personal, trusting
RELATIONSHIP
Affluent, interested in the ‘More Cocoa, Less Sugar” commitment
PERSONALITY
CULTURE
REFLECTION
SELF-IMAGE
12
Professional, unique, aspirational
Authentic, original, ethical
Social, elegant, sophisticated
“
I was trying to come up with something that expressed the power that chocolate has to lift you out of your current mood and take you to a better place. - Angus Thirlwell, Hotel Chocolat CEO, 2014
13
14
BRAND HEALTH The primary research online questionnaire was used to carry out a brand health audit - the results (Appendix 3) are a percentage of the 127 respondents who completed the survey.
86% have heard of Hotel Chocolat
Awareness Although Hotel Chocolat is doing well financially, in order to maintain their market share and increase profits they need to ensure they have a high brand awareness. Results from the quantitative survey show that 85.7% of participants have heard of Hotel Chocolat, which is reasonably high for the relatively small number of stores they have throughout the UK.
Usage
64% have purchased from Hotel Chocolat
However, only 63.8% of the respondents have purchased from Hotel Chocolat, both online and offline, meaning that 21.9% of people are aware of the brand but have never bought anything from there. 35% answered that they shopped in Hotel Chocolat to purchase a gift, with 8.1% responding that it was for self-indulgence, implying the brand operates in the gifting market. Secondary reasearch shows that the Hotel Chocolat club has 55,000 members who receive a monthly selection of the latest recipes via subscription. “These customers are the most loyal and highest spending of any of Hotel Chocolat’s customer segments� (Rogers, 2018).
15
Perceptions
LUXURY
HIGH QUALITY
OVERPRICED
GIFTING
The survey shows 74.6% said they considered Hotel Chocolat to be a luxury brand, 61.9% rated it high-quality and 47.5% described them as a gifting brand. These were the most common answers from the questionnaire and are also all qualities that Hotel Chocolat considers themselves to have as a brand. However, overpriced was rated fourth highest, showing that some respondents conversly have negative perceptions of the brand. 16
SOCIAL MEDIA 136k
59.5k
103k
It is evident by conducting an audit of Hotel Chocolat’s social media that the brand does not have a very strong presence on most platforms. On Instagram, Hotel Chocolat have 103,000 followers; however, this is moderately low in comparison to both a UK and US competitor, Godiva, who have over double this follower count at a total of 251,000. Primary research shows that only 2.4% of participants follow Hotel Chocolat on social media platforms which is extremely low compared to the level of awareness. Furthermore, 68% of US adults use Facebook (Murnane, 2018), which therefore implies Hotel Chocolat should aim to increase their social media presence in both the UK and US in order to satisfy their consumer needs and appeal to a wider demographic. In addition to this, Hotel Chocolat should consider widening their subscriber base on YouTube as 73% of US adults are now active on this platform (Hills, 2018) – Hotel Chocolate currently only have 792 subscribers, compared to Godiva who have 7,594.
2.4% follow Hotel Chocolat on social media
17
MARKET HEALTH (Euromonitor, 2017)
Chocolate Market - UK
Chocolate Market - US
• Current value sales in the UK of chocolate confectionery declined by 1% in 2017 - driven by the increasing pursuit of a healthy lifestyle, which prompted consumers to look for healthier and more nutritious snacking alternatives.
• However, in the US, the premium chocolate market is projected to record overall value growth of 7% between 2017-2022 as consumers continue to enjoy chocolate as an occasional indulgence.
• UK consumers are searching for brands and products with ethically sourced ingredients.
• The success of premium players in the market stems from dark chocolate products and the health benefits associated with a higher cocoa content.
• Revenue is set to increase in 2017-18 after five years of decline. The decline was due to weak economic conditions and fluctuations of prices in a saturated market.
• This interest in premium chocolate helped drive up average unit price in chocolate confectionery by 2% in 2017.
Secondary research has shown that the US chocolate confectionary market is in a stable position for brand expansion. In a recent survey by Technavio, it was found that the US dominated the global premium chocolate market with 40%, with many consumers now seeking premium chocolate brands with healthier benefits (Business Wire, 2018). Hotel Chocolate will occupy this market due to the lower sugar content in their products. Mintel (2017) also suggests premium chocolate sales will experience strong growth globally over the next five years, with a rise in sales of high-quality dark chocolate. For Hotel Chocolat this means the current US market’s needs provide a USP and a gap in the market to launch into.
18
Strengths
Weaknesses
• Well established as a gifting brand – currently owns £1 billion of the market (Hotel Chocolat Annual Report, 2017).
• Lack of engagement on their social media platforms. • Product offering is very wide meaning it could be quite overwhelming for consumers.
• Tap into various markets with their cafés and restaurants in the UK and hotel in Saint Lucia.
• Previous US expansion failed.
• Have a wide range of fair-trade products, including cocoa flavoured alcohol and cocoa infused body products.
• Not actually accredited by the Fairtrade association. • Only available in own stores or John Lewis – limited consumer interaction with the brand.
• Place emphasis on their healthier chocolate to align with their More Cocoa, Less Sugar mantra – have their own plantation therefore are aware of the product ingredients. • Loyal customer base.
Opportunities
Threats
• Acquire a brand ambassador or collaborate with a wellknown celebrity.
• The products are only sold in their own stores or John Lewis, meaning they have a lower availability compared to competitors.
• Expand their target demographic by launching the brand
• Lower priced alternatives.
in the US.
• Not much awareness surrounding the products available, other than chocolate.
• Sell in more department store concessions.
• An environmental disaster could damage the plantation in Saint Lucia – this could decrease the amount of raw materials available and consequently, the sales.
• Increase their social media presence to become parallel with competitors.
• Health and Wellness trend and the demand for healthier chocolate may only be a phase.
19
SWOT ANALYSIS Although Hotel Chocolat is currently a successful brand in the UK, in order for it to operate efficiently and be profitable in the US, they need to consider their weaknesses to create the strongest brand possible. These weaknesses can be converted into opportunities and used as a foundation of development to enhance the brand. Strategy ideas include: • Optimising social media platforms by increasing their interaction with current and potential consumers. • Using experiential marketing in both the UK and US to make consumers more aware of the brand in general and the wide range of products they sell.
20
PEST ANALYSIS Political
Implication for Hotel Chocolat
• Following the recent introduction of the UK’s sugar tax levy on sugary drinks, chocolate and sweets are expected to be in the next stage of the Government’s strategy to combat obesity (Hall, 2018).
• Due to Hotel Chocolat’s ethos of making chocolate with less sugar, the estimated levy would currently not affect them.
• The US is one of the countries considering implementing the sugar tax for the same reasons as the UK.
• Hotel Chocolate has no existing trade agreement with the US, however the bilateral trade relationship between the UK and the US will be enhanced due to Brexit introducing stricter laws surrounding trading between the UK and EU.
• This could encourage sales for Hotel Chocolat as consumers would want to purchase from low sugar content brands.
• Also, Brexit’s negotiations may affect exports and imports in new markets.
Economical
Implication for Hotel Chocolat
• Due to the UK’s uncertainty surrounding Brexit negotiations, consumers are becoming less confident with spending money, compared to the US who are more confident.
• The economic situation will need to be fully evaluated before Hotel Chocolat launches into the US. • With the brand placed at the premium price point for gifting, they will need to consider and make small adjustments to the pricing to align with fluctuating export costs and exchange rates.
• The continual appreciation of the British pound will lead to US imports becoming cheaper but UK exports becoming more expensive.
21
Social
Implication for Hotel Chocolat
• There are a variety of social differences between UK and US consumers which will need addressing and evaluating before launching into America.
• Hotel Chocolat must consider the social differences by ensuring to select the products from their range that are most favoured by American’s.
• For example, 54% of the US appreciate the benefits associated with a healthier diet, compared to 51% in the UK (Euromonitor, 2018).
• One of the main USP’s of the brand is that the chocolate contains less sugar, therefore making it healthier than alternatives – this should maximise the brand success in the US as it is something consumers are currently searching for.
• Also, American chocolate tends to have a different taste to British chocolate as it is richer and has a higher cocoa content.
Technological
Implication for Hotel Chocolat
• In 2016, 70.38% of the UK were mobile internet users and this is expected to rise to 80.7% in 2022 (Statista, 2016).
• A mobile app is an essential for most retailers to have these days so consumers are able to make quick and easy purchases, however Hotel Chocolat do not have one, meaning consumers have to go on an internet browser on either a mobile or PC.
• Rowell (2013) states “In the last few years and years to come, it is not the products that are the area of dynamism, but the ways in which retailers and shoppers are using the internet to purchase goods and services”
• The term Omni-channel retailing also covers social media, which is also something that Hotel Chocolat could benefit improving – they need to become more active in order to raise awareness in the US.
• This is known as Omni-channel retailing, which is “seamless and effortless, high-quality customer experiences that occur within and between contact channels” (Walker, 2018).
22
23
24
BRAND ESSENCE + VISION Premium
Indulgent
Authentic
Ethical
Hotel chocolat’s long-term vision is to become a global luxury chocolate and gifting brand. The brand is already successful in the UK, so this aspiration to become a global business will be achieved by expanding into the US market and then into further countries in the future.
25
POSITIONING STATEMENT
Hotel Chocolat is a UK based premium gifting and chocolate brand, selling a diverse product range across the country in stand-alone stores and John Lewis concessions. The brand also has a successful online business, offering international shipping to various countries. This gives Hotel Chocolate an advantage against competitors as they sell copious products as well as occupy both the gifting and chocolate confectionary markets. In addition to this, the brand has a key unique selling point due to less sugar being incorporated into their chocolate. However, Hotel Chocolat do not have a high 20 brand awareness in the US, therefore in order to be successful they will have to use experiential marketing as a way to stand out against competitors and also target the premium gifting market as this is currently less saturated than the chocolate market.
26
COMPETITOR ANALYSIS - UK
In the UK, the key primary competitors of Hotel Chocolat’s are Godiva, Montezuma and Charbonnel et Walker. This is due to them having a similar product offering at relatively similar price points. However, all of the brands spread across a range of availabilities, with Hotel Chocolate being somewhere between them all – this gives Hotel Chocolate a USP which sets them aside from competitors.
USP: Richness and dark flavour VISION: Provide quality handcrafted chocolate to the premium worldwide market Godiva have fewer stores than Hotel Chocolat, with 10 stores throughout London and only 4 more across the UK. However, Godiva are active in over 80 countries, compared to Hotel Chocolat who only have stores in 3 countries including the UK.
USP: Manufacture their products in own UK based factory VISION: Provide innovative British chocolate Both Montezuma’s and Hotel Chocolat manufacture their own chocolate and pride themselves on being a British company. This makes Montezuma’s a key competitor due to them having the same values as Hotel Chocolat, so consumers may choose to purchase from there instead.
27
Expensive
Limited availability
Widely available
Inexpensive 28
Expensive
Limited availability
Widely available
Inexpensive 29
COMPETITOR ANALYSIS - US PRIMARY COMPETITORS
In the US, Godiva is one of Hotel Chocolat’s major competitors for the same reasons as in the UK. However, as Hotel Chocolat would launch into the US in smaller quantities with a limited level of availability, this changes its positioning on the perceptual map. French Broad is also sold at a similar price point, however it is widely available in the US and sells a dissimilar product range to Hotel Chocolat, meaning it is not an immediate competitor. USP: Manufacture own products, craftsmanship. VISION: Continue to source ingredients from around the world for the rarest cocoa available. Mast Brothers wish to lead the premium chocolate industry with ground-breaking innovation – this is comparable to Hotel Chocolat’s mission, meaning that both brands have similar ambitions and therefore target similar demographics.
USP: Authentic and handmade artisan chocolates for all to experience and enjoy. VISION: Teach people the art of chocolate making through experiences and tasting. Similar to Hotel Chocolat having a hotel in Saint Lucia, Jacques Torres interacts with their consumers by encouraging them to visit their chocolate museum in Brooklyn. This experience appeals to families, which may make them more inclined to purchase from Jacques Torres as opposed to Hotel Chocolat who primarily target 30-60 year olds. 30
COMPETITOR ANALYSIS - US SECONDARY COMPETITORS
Due to Hotel Chocolate having a luxury body/skincare range which will be one of the focuses of the US launch, it is important to consider their secondary competitors also. The body care range features products infused with cocoa beans, giving the brand a USP.
USP: High quality, plant-based ingredients VISION: Create natural, simplistic products made from formulations created with meticulous attention to detail. Aesop is a competitor of Hotel Chocolat’s as both brands sell their products at very close price points. Also, Aesop is retailed very sparsely throughout the US, with no stand-alone stores – this is similar to what Hotel Chocolat will be like when launched in the US. USP: Pure, chemical-free VISION: For consumers to experience the power of nature’s purest, most advanced skincare. Amala’s products are often infused/ scented with cocoa beans, equivalent to Hotel Chocolat’s body range. Amala does not hold a large share of the market in the US, but higher brand awareness puts them at an advantage compared to Hotel Chocolat. 31
CONSUMER SEGMENTATION GEOGRAPHIC
DEMOGRAPHIC
• The key consumers live in both rural and urban areas, either in or within 15 miles of city centres.
• Hotel Chocolat’s target consumer is both males and females aged between 30-60 years old.
• This is aligned with Hotel Chocolat’s store placement which tends to be in large and high-end city centres.
• They tend to be well educated, have higher paid professions
• They may not buy from the brand that regularly but have a high readiness to purchase.
• They are ambitious, sophisticated, thoughtful and social.
• The typical consumer seeks high-quality products over low-cost.
• However, due to online shipping being available throughout the UK and in several international countries, it is difficult to determine the principle geographic.
BEHAVIOURAL
• Hotel Chocolate customers are extremely loyal and tend to repeat purchase.
32
PSYCHOGRAPHIC
• Consumers are interested in healthier chocolate with higher cocoa content for a richer taste. • They are someone who maintains a balance between work and family and friends. • They are likely to be sociable and enjoy purchasing premium products to kindly gift to others.
UK CONSUMER A UK Hotel Chocolat consumer likes to gift family and friends with chocolate treats occasionally and is always searching to create the most exciting and memorable memories. Although constantly busy with work commitments, the UK consumer enjoys relaxing with a glass of wine and chocolate at home with their partner as they are “less confident with spending money due to ongoing economic uncertainty around Brexit negotiations� (Euromonitor, 2018).
33
A US Hotel Chocolat consumer leads an extremely busy lifestyle with attempting to find the balance between a social life and full-time work. Due to this, they often go on short trips or holidays away in order to find time to relax. Euromonitor (2018) suggests that US consumers seek experiences over material goods, with 39% of American’s agreeing to this – this shows that the US consumer prefers to spend their money on having an interaction with a brand rather than just purchasing a product. They are comfortable with spending money on premium items as they believe luxuries go a long way – especially when it comes to chocolate.
US CONSUMER
34
MACRO TRENDS Health and Wellness Health and wellness is considered as one of America’s core values (Schiffman and Wisenblit, 2015), causing consumers to make increasingly more fitness-focussed choices surrounding the mind, body and diet. For example, with the surge of obesity, diabetes and chronic health conditions, consumers are choosing to purchase more artisanal premium chocolate with single-origin beans, a higher cocoa content or gourmet flavourings, as opposed to standard commercial chocolate. This aligns perfectly with Hotel Chocolat’s ethos as they have a 13 year track record of ‘More Cocoa, Less Sugar.’
Personalisation According to WGSN (2018), consumers are increasingly seeking ways to express their individuality, with the demand for personalised items continuing to grow. Hotel Chocolat already offers a successful personalisation service in the UK and with the increasing demand for personalised products in the gifting market in the US, it shows that there is an opportunity for the brand to launch there. Research by Mintel shows consumers in the US feel more positive about a brand when there is an option to personalise messages, suggesting that incorporating the brands personalisation services into the US will be a success.
Experience More Due to US consumers being more likely to spend money on experiences such as weekends away and socialising with friends and family, it is beneficial for Hotel Chocolat to incorporate experiential marketing into their strategy when launching into America. This would be a suitable strategy to follow as it engages potential customers with the brand, therefore making them more likely to purchase in the future – US consumers are more demanding of experiences in the path to purchase.
35
“
US consumers feel better about indulging in a premium dark chocolate which also affords health benefits. - Euromonitor, 2017
“
61% of shoppers agree that personalised gifts are more meaningful. - Mintel, 2018
“
Experiential marketing can turn prospects into aware customers who understand the product, have interest in buying it, and actually make purchases. - Smith and Hanover, 2015
36
Existing Markets
Existing Products
New Products
MARKET PENETRATION - Amplify the brand in the UK
PRODUCT DEVELOPMENT - Ice cream
• Carry on working on building a stronger brand in the UK in order to gain a higher market share of both the premium and gifting markets.
• Hotel Chocolat are currently in the process of incorporating ice cream into their wide variety of products.
• This could be through becoming more active on social media to raise awareness of the brand in general and the products they sell.
• This is quite a low-risk path to take as it complements the other products well.
• They could also use other marketing approaches such as holding and experiential event or creating a print or digital advert to widen their target audience.
DIVERSIFICATION
MARKET DEVELOPMENT - Re-launch into the US
• A higher-risk product proposal would be to introduce a perfume to complement their cocoa infused body care range.
• Hotel Chocolat previously launched into the US in 2009 but failed due to being uneconomical.
New Markets
• It could be used to attract a younger demographic due to ice cream being more associated with children.
• For the brand to successfully re-launch into America they will need to increase awareness in the US to help build a consumer base and gain loyal customers.
• This could also extend to a home fragrance range including candles or reed diffusers to enter into a new market with an additional product.
• A pop-up store or a collaboration as opposed to a stand-alone store would work better as it keeps consumers more engaged and stand-alone stores have already proven to fail.
• As an extension to their hotel in Saint Lucia, they could collaborate with spas in hotels.
37
ANSOFF MATRIX The Ansoff Matrix is used to show the optimal strategy for Hotel Chocolat to take – the most suitable being to launch into a new market with existing products. However, the launch will also incorporate elements of other strategies into it in order to elevate the success as much as possible. Hotel Chocolat should focus on premium gifting, primarily for adults as this minimises the risks associated with targeting a different demographic. If Hotel Chocolate are doing well post-launch once they have settled into the new market, they could consider creating more US consumer-centric products.
38
39
40
MARKET ENTRY OVERVIEW
As previously mentioned, Hotel Chocolat initially launched into the US in 2009, beginning online and then opening two retail stores slightly after. Although the stores were trading well, and American’s were accepting and interested in the idea of premium chocolate, Hotel Chocolat made the informed decision to close the stores in 2015 and focus on the European market instead as shipping was too expensive. This provides evidence as to why stand-alone stores in the US are likely to be unsuccessful, which is why a collaboration with a popular hotel chain would work better. A five-phase market entry strategy plan has been devised to show the optimal way for Hotel Chocolat to merge into the US market and be successful.
41
MARKETING MIX Process
Product
• Temporary experiential marketing campaign in UK and US to increase awareness.
• Primarily focussed around gifting products which can be personalised.
• Collaboration with three hotels along the American west coast in California. • Cost effective and beneficial for both parties.
• Export strategy whereby products are shipped to the US from the UK.
• The initial launch will be made up of best-selling chocolate products, ice cream and Hotel Chocolat’s body/skincare range.
• Traditional print media used for a flyer to promote the brand and collaboration in both the UK and US.
Price
Positioning
Physical
People
• Targeted at the premium market – mid-high price bracket.
• In the UK, Hotel Chocolat is positioned as a premium brand due to it being exclusive (limited number of stores).
• The visual merchandising will be slightly different to UK stores as the products will be set up in a gift shop within the hotel.
• The targetted consumer demographic will be the same as the UK (30-60).
• This will remain in the US to place them above competitors in terms of quality and price point.
• However, the hotel chain ensures their hotels are crisp, clean and luxury, which reflects Hotel Chocolat’s brand image well.
• Collaborate with hotel chain in America.
• Then indicates the high quality of the products, creating a luxury and desirable brand image.
Place
42
Promotion
• Encourage consumers to use hashtags on social media to raise awareness.
• However, rather than famillies, the brand will be more aimed at couples who like to relax and rejuvenate.
PHASE ONE APRIL 2019
The first phase of the market entry strategy begins in the UK, with the ambition to further strengthen the brand before launching into America. Hotel Chocolat’s ‘Chocmobile’ van will be placed in three areas of London – Covent Garden, Trafalgar Square and Hyde park – these are all typically known for being tourist areas so will attract as many people as possible. The van will sell mainly Hotel Chocolat’s newly developed ice cream, with a varied choice of toppings for personalisation. Passers-by will also be offered free chocolate samples to encourage them to make future purchases. The events will be highly promoted on social media using the hashtag #HotelChocmobile with the aim to create hype around the brand. This would, in turn, increase their follower count as currently 98% of respondents to the primary research questionnaire do not follow them on any social platform. This phase will take place in April 2019 due to it being a busy time for tourists because of Easter and will leave a sufficient length of time between the event and launching into America.
43
PHASE TWO JUNE 2019 Phase two of the American launch will take place in July 2019 with the same concept of the van used in the UK. It will be located in Central Park in New York, targeting tourists and locals for a period of 3 weeks - enough time for the brand to build awareness and make consumers interested in where Hotel Chocolat is heading in the upcoming months. This decision was made as research shows that “70% of visitors to Boucan, Hotel Chocolat’s hotel in St Lucia, are Americans� (Lawson, 2015). Hence there is already an established consumer demographic. The van in the US will be used to give out samples of chocolate, with the same objectives as in phase one. A printed leaflet (shown on the right) will be used to promote the forthcoming phases of the hotel collaboration. Traditional print media was chosen to promote the event as the brand do not have a very large following on social media, so it may have not been widely shared. Also, due to consumers being exposed so much digital advertising, a printed flyer is refreshing for them and therefore, attracts more attention.
44
PHASE THREE JULY 2019
This phase is where Hotel Chocolat begins to integrate into America for the long-term by collaborating with Four Seasons hotels in order to enter into the luxury market. As seen in the images, Four Seasons hotels are typically known for being 4-5 stars and aimed at the premium market, similar to what questionnaire respondents thought were qualities of Hotel Chocolat’s. The idea to collaborate with a chain of hotels as opposed to individual ones was decided it will be easier to promote and, therefore, more likely to be made aware of to consumers. This marketing will be done through the leaflets given out in the previous phase, as well as emailing previous online US customers and welcoming them to visit the hotels. The three hotels will be along the American west coast in LA, California and San Francisco as these are a few of America’s top holiday destinations for those who live both inside and outside of the US. When arriving into their rooms, guests will be given a small selection of free chocolate samples in order to introduce them to the brand. The hotels will also offer Hotel Chocolat ice creams between 2 and 5 every afternoon to make guest’s more aware of their product range. As seen at the top of the page, there will be a collaboration logo between Four Seasons and Hotel Chocolat, which will be used in any marketing campaigns created to ensure consistency. 45
PHASE FOUR JULY 2019 The fourth phase of the market entry strategy incorporates opening gift shops in the Four Seasons hotels that the brand is collaborating with. This will launch at the same time as the previous phase. The plan is to sell a minimised range of Hotel Chocolat products including chocolates, skin care and alcohol. In addition to the gift shop, personalisation services will be implemented into the store to allow customers to create their own personalised chocolate packaging from each hotel that they have visited. This will include messages such as ‘Hello from Beverly Hills’, similar to the example shown below. The gift shops will have IPads installed in them so staff will be able to create customised sleeves within an hour. According to WGSN (2018), exactly half of US consumers like to receive personalised products, which shows that there is an opportunity for a brand such as Hotel Chocolat to engage with these consumers.
46
PHASE FIVE DECEMBER 2019 As part of final phase of the market entry strategy, the focus is on launching spa experiences for consumers, in collaboration with Four Seasons spas. The plan is to introduce the body range products by placing a selection of mini samples in guests’ bathrooms where they are free to try them. In order to promote the brand, the hotels will also use Hotel Chocolat products such as body lotions in their spa treatments - this is a great way for consumers to try and test the products before future purchases. In order to ensure the hotel chain benefits from this collaboration as well, 20% off vouchers will be given out (example shown on the right), encouraging guests to participate in the spa. Considering the competitors in the US in terms of skincare (e.g. Aesop and Amala), none of them have yet offered spa treatments or experiences. With Hotel Chocolat offering a spa experience, it will encourage consumers to want to invest in the luxury body products rather than everyday American skincare brands. This is also linked to the health and wellness trend which has adopted a more holistic approach by consumers. Holidays for physical and mental health are a growth sector where money has become no object when it comes to top-of-the range, luxury pampering. Rejuvenation treatments in hotel spas are becoming more popular to promote the idea that consumers can take some time to transform themselves and return a better, happier person, showing there is a gap in the market for Hotel Chocolat to enter into. 47
48
49
CONCLUSION This report has carefully considered the most suitable and effective way for Hotel Chocolat to re-launch into the UK through the use of various models and strategies. By carrying out both primary and secondary research, the path for Hotel Chocolate to take became clear – a five-phase collaboration strategy with Four Seasons hotels and spas. This conclusion has been made by evaluating Hotel Chocolat’s previous US launch which evidently was unsuccessful and using this as a way to develop a plan that did not involve stand-alone stores. To keep in line with the brands luxury and desirable image, Four Seasons was the most understandable and relatable chain to collaborate with as they stand for the same qualities. Hotel Chocolat would predominantly focus on premium and gifting chocolates as well as body products used in the spas. To ensure a successful launch in the US, promotion is key. Therefore, Hotel Chocolat need to increase their presence, awareness and engagement with consumers prior to the collaboration which is the justification of phase one and two of the market entry strategy. This is essential for Hotel Chocolate as the consumer must understand the brand in order to feel an emotional connection to it, which leads to forming a loyal customer base. Hotel Chocolate currently have a strong positioning in the UK, however to improve even further, they should maybe consider having a brand ambassador who consumers are able to relate to. This could be Holly Willoughby in the UK and Reese Witherspoon in the US as these are both the age of the target demographic of Hotel Chocolat and resemble the brand’s values and essence well. Also, the brand should focus on increasing their social media presence by using Instagram stories and YouTube to film videos of their events and experiences. In the US, if the stated strategy plan is a success, Hotel Chocolat should consider opening concessions inside airports in popular tourist areas along the east and west coast of America. This would be a suitable place to expand to as the hotels will generally attract tourists who will therefore already be aware of the brand from their stay in the hotel. When seeing the brand in the airport, it will remind them of their stay, making them more likely to purchase the products from the concession.
50
APPENDIX 1 UK Questionnaire
51
52
APPENDIX 2 US Questionnaire
53
54
APPENDIX 3 UK Questionnaire Results
55
56
57
ILLUSTRATIONS Boucan by Hotel Chocolat Unknown (online). Available at: https://www.telegraph.co.uk/ travel/destinations/caribbean/saint-lucia/soufriere/hotels/ boucan-by-hotel-chocolat/ (Accessed June 2018).
Hot chocolate Hotel Chocolat (online). Available at: http://www.hotelchocolat. com/uk/cocoa-bar-cafes/menu/cafe-menu-drinks.html (Accessed June 2018).
Hotel Chocolat logo Unknown (online). Available at: https://intu.co.uk/metrocentre/ stores/hotel-chocolat (Accessed June 2018).
Boucan hotel, Saint Lucia Unknown (online). Available at: https://www.designhotels. com/hotels/saint-lucia/soufriere/boucan-by-hotel-chocolat (Accesssed June 2018).
Melted chocolate Hotel Chocolat (online). Available at: http://www.hotelchocolat. com/uk/investor-relations.html (Accessed June 2018).
Hotel Chocolat products Uknown (online). Available at: http://blogs.qvcuk.com/our-qawith-hotel-chocolat/ (Accesssed June 2018).
Cocoa beans Unknown (online). Available at: http://www.runninglife.com. mx/2018/03/14/10-beneficios-de-consumir-cacao-para-loscorredores/ (Accessed June 2018).
Rabot 1745 Unknown (online). Available at: https://www.visitlondon.com/ things-to-do/place/24074541-rabot-1745 (Accesssed June 2018).
Hotel Chocolat store layout Unknown (online). Available at: http://www.into.co.uk/highstreet-retail/hotel-chocolat/ (Accessed June 2018).
Hotel Chocolat delivery lorry Unknown (online). Available at: https://rgva.co.uk/portfolio_ page/hotel-chocolat/ (Accessed June 2018).
Hotel Chocolat website Hotel Chocolat (online). Available at: http://www.hotelchocolat. com/uk/shop/collections/ (Accessed June 2018). Store locations Hotel Chocolat (online). Available at: http://www.hotelchocolat. com/uk/chocolate-shops (Accessed June 2018).
Academy of Chocolate awards The pod - Hotel Chocolat blog (online). Available at: http:// blog.hotelchocolat.com/academy-of-chocolate-awards-2015/ (Accessed June 2018).
Store front Unknown (online). Availavle at: http://www. shopstopclaphamjunction.com/shopping/hotel-chocolat (Accessed June 2018).
M-Box subscription Hotel Chocolat (online). Available at: http://www.hotelchocolat. com/uk/shop/tasting-club/ (Accessed June 2018).
58
Hotel Chocolat store count Hotel Chocolat (online). Available at: http://www.hotelchocolat. com/on/demandware.static/-/Sites-HotelChocolat-Library/default/ dw79ebc612/Annual%20Report%20FY17.pdf (Accessed June 2018). UK store locations Hotel Chocolat (online). Available at: http://www.hotelchocolat. com/on/demandware.static/-/Sites-HotelChocolat-Library/default/ dw79ebc612/Annual%20Report%20FY17.pdf (Accessed June 2018). Brand figures for 2017 Hotel Chocolat (online). Available at: http://www.hotelchocolat. com/on/demandware.static/-/Sites-HotelChocolat-Library/default/ dw79ebc612/Annual%20Report%20FY17.pdf (Accessed June 2018). Chocolate curls Parmele, Pat (online) Available at: https://dancinginthekitchen. wordpress.com/2011/08/29/chocolate-cake-with-chocolate-curls-and-raspberries/ (Accessed June 2018).
IPhone Unknown (online) Available at: https://www.kogan.com/au/ buy/apple-iphone-5s-16gb-gold/ (Accessed June 2018).
Hotel Chocolat Twitter @HotelChocolat, Twitter (online) Available at: https://twitter. com/hotelchocolat?lang=en (Accessed June 2018).
Hotel Chocolat Instagram @hotelchocolat, Instagram (online) Available at: https://www. instagram.com/hotelchocolat/?hl=en (Accessed June 2018).
Chocolate pieces Hotel Chocolat (online). Available at: https://www.bristolpost. co.uk/whats-on/food-drink/hotel-chocolat-bristols-cabotcircus-1548300 (Accessed June 2018). Angus Thirlwell Unknown (online) Available at: https://www.retail-week.com/analysis/interview-hotel-chocolats-angus-thirlwell-on-the-ipo--and-david-bowie/7007331.article?authent=1 (Accessed June 2018).
Mini chocolate pieces Unknown (online) Available at: https://www.fineandcountry. com/uk/blog/post/1509727966/competition-win-a-chocolate-caoinet-from-hotel-chocolat (Accessed June 2018). Chocolate slab Unknown (online). Available at: http://thetaste.ie/wp/luxurychocolatier-set-to-open-a-dublin-cafe/ (Accessed June 2018).
Broken chcolate bar Unknown (online) Available at: hhttps://www.amazon. co.uk/Hotel-Chocolat-Rare-Vintage-Bundle/dp/B0757RLLYB (Accessed June 2018).
Plantation worker, Saint Lucia Sathngam, Jenny (online). Available at: http://thetaste. ie/wp/luxury-chocolatier-set-to-open-a-dublin-cafe/ (Accessed June 2018).
Social media icons Unknown (online) Available at: https://geekfairy.co.uk/free-socialmedia-icons/ (Accessed June 2018).
Caramel chocolates Unknown (online). Available at: https://lyon.salon-du-chocolat. com/ (Accessed June 2018).
59
Chocolate sticks Hotel Chocolat (online) Available at: http://www.hotelchocolat.com/uk/investor-relations-results-and-reports.html (Accessed June 2018).
Thorntons logo Unknown (online). Available at: https://www.galleriesbristol. co.uk/thorntons/ (Accessed June 2018).
Nut melted chocolate Magnum (online). Available at: https://www. magnumicecream.com/uk/stories/food/the-history-ofchocolate.html (Accessed June 2018).
Jacques Torres logo Unknown (online). Available at: https://www. grandcentralterminal.com/shop/jacques-torres-chocolate/ jacques-torres-chocolate-logos/ (Accessed June 2018).
Charbonnel et Walker logo Unknown (online). Available at: http://www. essentialbagcompany.co.uk/charbonnel-et-walker/ (Accessed June 2018).
Mast Brothers logo Unknown (online). Available at: https://en.wikipedia.org/wiki/ Mast_Brothers (Accessed June 2018).
Godiva logo Unknown (online). Available at: https://en.wikipedia.org/ wiki/Godiva_Chocolatier (Accessed June 2018).
French Broad logo Unknown (online). Available at: http://testing. frenchbroadchocolates.com/frenchbroad/checkout/index.php (Accessed June 2018).
Artisan du Chocolat logo Unknown (online). Available at: https://www. artisanduchocolat.com/ (Accessed June 2018).
Amano logo Unknown (online) Available at: https://www.candyindustry. com/gdpr-policy?url=https%3A%2F%2Fwww.candyindustry. com%2Farticles%2F86209-stevia--and-monk-fruit-sweetened-chocolate-introduced-by-amano (Accessed June 2018).
Prestat logo Unknown (online). Available at: http://www.cocoda.biz/ items/prestat-3.php (Accessed June 2018). Montezuma’s logo Unknown (online) Available at: http://www.lovebritishfood. co.uk/blog/producer-of-the-month-helen-pattinson-montezumas-chocolate (Accessed June 2018).
Sugarfina logo Unknown (online) Available at: https://somethingsweet.sugarfina.com/wholesale-opportunities/ (Accessed June 2018).
Chocolopolis logo Unknown (online) Available at: https://www.seattlemade.org/ manufacturers/chocolopolis/ (Accessed June 2018).
Guylian logo Unknown (online). Available at: https://www.sundaypost. com/fp/win-one-five-luxury-guylian-chocolate-hampers/ attachment/guylian-logo-high-res/ (Accessed June 2018).
60
Aesop logo Unknown (online). Available at: http://www.stickpng.com/ img/icons-logos-emojis/shop-logos/aesop-logo (Accessed June 2018).
Shopping Unknown (online). Available at: https://www.belfastairport-guide.co.uk/shops.html (Accessed June 2018).
Amala logo Unknown (online). Available at: https://www.jolenehart. com/beauty-is-wellness/your-beautiful-life/sleep-monthgiveaway-best-bedtime-rituals (Accessed June 2018).
Couple hugging Unknown (online). Available at: https://www.pexels.com/ search/couples/ (Accessed June 2018).
Family Unknown (online). Available at: https://aifs.gov.au/ publications/modern-australian-family (Accessed June 2018).
More Cocoa, Less Sugar Unknown (online). Available at: https://biteyourbrum.com/ events/hotel-chocolat-opens-birmingham-bar/ (Accessed June 2018).
Couple on sofa Unknown (online). Available at: https://uk.askmen.com/ recess/trending/best-netflix-and-chill-movies/ (Accessed June 2018).
Gift personalisation Hotel Chocolat (online). Available at: https://www.hotelchocolat. com/uk/hampers/hampercomponents/?hamperitems=true (Accessed June 2018).
Wine and chocolate Unknown (online). Available at: https://www.buyagift. co.uk/food-and-drink/hotel-chocolat-s-chocolatetasting-adventure-for-two-br-10747017.aspx (Accessed June 2018).
Chocolate tasting session Hotel Chocolat (online). Available at: http://www. hotelchocolat.com/uk/shop/products/gift-experiences.html (Accessed June 2018).
More Cocoa, Less Sugar Unknown (online). Available at: https://www.telegraph.co.uk/ travel/destinations/europe/united-kingdom/england/london/ articles/london-city-breakguide/ (Accessed June 2018).
Close up chocolate Hotel Chocolat (online). Available at: http://bgfons.com/ download/1494 (Accessed June 2018).
Los Angeles Unknown (online). Available at: https://www.backstage. com/advice-for-actors/backstage-experts/1st-thing-actorsshould-do-la/ (Accessed June 2018).
Cocoa beans Unknown (online). Available at: https://cocoanibs. wordpress.com/category/anique/ (Accessed June 2018). Stacked chocolate Hotel Chocolat (online). Available at: http://www. hotelchocolat.com/uk/shop/collections/chocolate/ (Accessed June 2018).
Sunbathing at Boucan hotel Unknown (online). Available at: https://www.thecoolist.com/ boucan-by-hotel-chocolat-st-lucia/ (Accessed June 2018).
61
Ice cream The Pod - Hotel Chocolat blog (online). Available at: http:// blog.hotelchocolat.com/the-best-hot-chocolate-on-theplanet/ (Accessed June 2018).
Four Seasons hotel Unknown (online). Available at: https://freshome. com/2013/06/08/four-seasons-hotel-redesign-capturing-theglamor-of-1940s-hollywood/ (Accessed June 2018).
Chocolate samples Unknown (online). Available at: https://www. campaignlive.co.uk/hotel-chocolat-plans-chocolate-lockins/%7Bsubjects%7D/article/1425137 (Accessed June 2018).
Four Seasons bedroom Four Seasons Magazine (online). Available at: https://www. fourseasons.com/magazine/thrive/hotel-beds/ (Accessed June 2018).
Chocmobile The Pod - Hotel Chocolat blog (online). Available at: http:// blog.hotelchocolat.com/win-an-easter-hamper/ (Accessed June 2018).
Hotel Chocolat IPad Hotel Chocolat (online). Available at: http://www.hotelchocolat. com/on/demandware.static/-/Sites-HotelChocolat-Library/ default/dw79ebc612/Annual%20Report%20FY17.pdf (Accessed June 2018).
Chocmobile at night The Pod - Hotel Chocolat blog (online). Available at: http:// blog.hotelchocolat.com/the-best-hot-chocolate-on-theplanet/ (Accessed June 2018).
Hotel Chocolat packaging Hotel Chocolat (online). Available at: http://www.hotelchocolat. com/uk/thank-you-chocolate.html (Accessed June 2018).
Map of New York Unknown (online). Available at: https://www.mapsofworld. com/usa/new-york-city-map.html (Accessed June 2018).
Four Seasons shop Unknown (online). Available at: https://press.fourseasons. com/lasvegas/hotel-news/2016/newly-renovated-spa/ (Accessed June 2018).
Hotel Chocolat black logo @HotelChocolat Twitter (online). Available at: https://twitter. com/hotelchocolat (Accessed June 2018).
Hotel Chocolat body products Unknown (online). Available at: https://beautybyblondie. wordpress.com/2013/01/31/the-5-most-girly-skincare-products// (Accessed June 2018).
Chocolate sqaures Hotel Chocolat (online). Available at: http://www. hotelchocolat.com/uk/about/school-of-chocolate/supermilk. html (Accessed June 2018).
Four Seasons black logo @FourSeasonsHotel Facebook (online). Available at: https://www.facebook.com/FourSeasonsHotelBoston/ (Accessed June 2018).
Four Seasons logo Unknown (online). Available at: http://topnotchcinema.com/ four-seasons-hotel-logo/ (Accessed June 2018).
Four Seasons spa Unknown (online). Available at: https://www.hiddenretreats. co.uk/usa-four-seasons-chicago (Accessed June 2018).
62
Hotel Chocolat shower samples Unknown (online). Available at: http://uk.fashionnetwork. com/news/Hotel-Chocolat-creates-beauty-startup,796996.html#.WwVLeNMvy9Y (Accessed June 2018). Chocolate slices Unknown (online). Available at: http://tastebury. ourburystedmunds.com/job_listing/hotel-chocolat/ (Accessed June 2018). Boucan hotel, Rabot estate Unknown (online). Available at: https://retiredandtravelling. com/make-chocolate-in-st-lucia-at-the-hotel-chocolatboucan-rabot-estate/ (Accessed June 2018). Chocolate squares Unknown (online). Available at: https://www.placeoforigin. in/sweets-confectionery/chocolates-fudges (Accessed June 2018).
63
REFERENCES ARMSTRONG, A., 2017. Hotel Chocolat profits double on back of ‘chocolate lock-ins’ [online]. The Telegraph. Available at: https://www.telegraph. co.uk/business/2017/09/27/hotel-chocolat-profits-double-back-chocolate-lock-ins/ [Accessed June 2018]. BUSINESS WIRE, 2018. Global premium chocolate market [online]. Available at: https://www.businesswire.com/news/home/20180210005018/en/ Global-Premium-Chocolate-Market---Increasing-Demand [Accessed June 2018]. EUROMONITOR INTERNATIONAL, 2017. Chocolate confectionary in the UK [online]. Available at: http://www.euromonitor.com/chocolateconfectionery-in-the-united-kingdom/report [Accessed June 2018]. EUROMONITOR INTERNATIONAL, 2017. Chocolate confectionary in the US [online]. Available at: http://www.euromonitor.com/chocolateconfectionery-in-the-us/report [Accessed June 2018]. EUROMONITOR INTERNATIONAL, 2018. Consumer Lifestyles in the United Kingdom. [online]. Available at: http://www.euromonitor.com/ consumer-lifestyles-in-the-united-kingdom/report [Accessed June 2018]. EUROMONITOR INTERNATIONAL, 2018. Consumer Lifestyles in the United States. Available at: http://www.euromonitor.com/consumer-lifestylesin-the-us/report [Accessed June 2018]. HALL, M., 2018. Sugar tax on chocolate and sweets to cut child obesity [online]. Express. Available at: https://www.express.co.uk/news/uk/969227/ Sugar-tax-chocolate-sweet-child-obesity [Accessed June 2018]. HALLIDAY, S., 2018. ‘Personalisation please’ say consumers – but get it right first [online]. WGSN. Available at: https://www.wgsn.com/en/ login/?r=https://www.wgsn.com/news/personalisation-please-says-consumers-but-get-it-right-first/ [Accessed June 2018]. HILLS, M., 2018. Survey:YouTube is America’s most popular social media platform [online]. Forbes. Available at: https://www.forbes.com/sites/ meganhills1/2018/03/23/social-media-demographics/#63e1a8e3783a [Accessed June 2018]. HOPE, K., 2014. The man who built the Hotel Chocolat empire [online]. BBC News. Available at: https://www.bbc.co.uk/news/business-29689340 [Accessed June 2018]. 64
HOTEL CHOCOLAT, 2018. Hotel Chocolat website [online]. Available at: http://www.hotelchocolat.com/uk [Accessed June 2018]. HOTEL CHOCOLAT, 2018. Our story [online]. Available at: http://www.hotelchocolat.com/uk/about/Our-Story.html [Accessed June 2018]. HOTEL CHOCOLAT, 2017. Hotel Chocolat annual report 2017 [online]. Available at: http://www.hotelchocolat.com/on/demandware.static/-/SitesHotelChocolat-Library/default/dw79ebc612/Annual%20Report%20FY17.pdf [Accessed June 2018]. LAWSON, A., 2015. Hotel Chocolat mulls second crack at America after shutting US branches [online]. Evening 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 June 2018]. MURNANE, K., 2018. Which social media platform is the most popular in the US? [online]. Forbes. Available at: https://www.forbes.com/sites/ kevinmurnane/2018/03/03/which-social-media-platform-is-the-most-popular-in-the-us/#684a87371e4e [Accessed June 2018]. RODGERS, 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 June 2018]. ROWELL, J., 2013. Omni-channel retailing. Romanian Distribution Committee Magazine, 4 (2), 12-15. SCHIFFMAN, L. AND WISENBLIT, J., 2015. Part IV: Consumers in their Social and Cultural Settings. Consumers in their Social and Cultural Settings. Consumer Behaviour. Global ed. Pearson Education, 2015, pp. 258-362. SMITH, K., and HANOVER, D., 2016. Experiential Marketing: Secrets, strategies, and success stories from the world’s greatest brands. New Jersey: John Wiley & Sons. STATISTA, 2018. Forecast of the mobile internet user penetration rate in the United Kingdom from 2015 to 2022 [online]. Available at: https://www. statista.com/statistics/553672/predicted-mobile-internet-user-penetration-rate-in-the-united-kingdom-uk/ [Accessed June 2018]. WALKER, T., 2018. Omni-channel retailing: What Is Omni-Channel commerce [online]. Shopify Plus. Available at: https://www.shopify.com/enterprise/ omni-channel-retailing-commerce-what [Accessed June 2018]. WINTHER, A., 2018. Chocolate Confectionery - UK [online]. Mintel. Available at: http://academic.mintel.com/display/859095/ [Accessed June 2018]. 65
BIBLIOGRAPHY AESOP, 2018. Aesop website [online]. Available at: https://www.aesop.com/us/ [Accessed June 2018]. ALEXIS DESALVA, 2018. Re-thinking the gifting experience [online]. Mintel. Available at: http://academic.mintel.com/display/888225/?highlight [Accessed June 2018]. AMALA, 2018. About us [online]. Available at: https://www.amalabeauty.com/discover-amala/about/ [Accessed June 2018]. ARMSTRONG, A., 2017. Hotel Chocolat profits double on back of ‘chocolate lock-ins’ [online]. The Telegraph. Available at: https://www.telegraph. co.uk/business/2017/09/27/hotel-chocolat-profits-double-back-chocolate-lock-ins/ [Accessed June 2018]. ARROW, M. and ARONSON, M., 2016. Seven culture-defining differences between UK and US ads [online]. The Guardian. Available at: https://www. theguardian.com/media-network/2016/jan/08/culture-defining-differences-uk-us-ads [Accessed June 2018]. BUSINESS WIRE, 2018. Global premium chocolate market [online]. Available at: https://www.businesswire.com/news/home/20180210005018/en/ Global-Premium-Chocolate-Market---Increasing-Demand [Accessed June 2018]. CHAPMAN, B., 2018. Hotel Chocolat pays back £6.4m of ‘chocolate bonds’ it sold to customers [online]. Independent. Available at: https://www. independent.co.uk/news/business/news/hotel-chocolat-bonds-pay-back-customers-luxury-chocolate-investment-borrowing-interest-a8382156.html [Accessed June 2018]. CHAU, P.Y., COLE, M., MASSEY, A.P., MONTOYA-WEISS, M. and O’KEEFE, R.M., 2002. Cultural differences in the online behavior of consumers. Communications of the ACM, 45 (10), 138-143. CLARK-MARTIN, S., 2017. Brand positioning [online]. NTU Now. Available at: https://now.ntu.ac.uk/d2l/le/content/484735/viewContent/2453315/View [Accessed June 2018]. DANZIGER, P., 2017. The gifting market is a year-round retail opportunity, not just from black friday to christmas [online]. Forbes. Available at: https://www.forbes.com/sites/pamdanziger/2017/10/29/the-gifting-market-is-a-year-round-retail-opportunity-not-just-from-black-friday-tochristmas/#12398ea35534 [Accessed June 2018]. 66
EUROMONITOR INTERNATIONAL, 2017. Chocolate confectionary in the UK [online]. Available at: http://www.euromonitor.com/chocolateconfectionery-in-the-united-kingdom/report [Accessed June 2018]. EUROMONITOR INTERNATIONAL, 2017. Chocolate confectionary in the US [online]. Available at: http://www.euromonitor.com/chocolateconfectionery-in-the-us/report [Accessed June 2018]. EUROMONITOR INTERNATIONAL, 2017. Wellness as status symbol: A top consumer trend for 2017 [online]. Available at: https://blog.euromonitor. com/2017/11/wellness-status-symbol-top-consumer-trend-2017.html [Accessed June 2018]. EUROMONITOR INTERNATIONAL, 2018. Consumer Lifestyles in the United Kingdom. [online]. Available at: http://www.euromonitor.com/ consumer-lifestyles-in-the-united-kingdom/report [Accessed June 2018]. EUROMONITOR INTERNATIONAL, 2018. Consumer Lifestyles in the United States. Available at: http://www.euromonitor.com/consumer-lifestylesin-the-us/report [Accessed June 2018]. FERN FORT UNIVERSITY, Hotel Chocolat Group Plc SWOT Analysis / Matrix [online]. Available at: http://fernfortuniversity.com/term-papers/swot/ nyse/6647-hotel-chocolat-group-plc.php [Accessed June 2018]. GILLILAND, N., 2017. Five delicious reasons behind Hotel Chocolat’s boost in profits [online]. Ecoconsultancy. Available at: https://www.econsultancy. com/blog/69464-five-delicious-reasons-behind-hotel-chocolat-s-boost-in-profits [Accessed June 2018]. GODIVA, 2018. Our story [online]. . Available at: http://www.godivachocolates.co.uk/our-story [Accessed June 2018]. HALL, M., 2018. Sugar tax on chocolate and sweets to cut child obesity [online]. Express. Available at: https://www.express.co.uk/news/uk/969227/ Sugar-tax-chocolate-sweet-child-obesity [Accessed June 2018]. HALLIDAY, S., 2018. ‘Personalisation please’ say consumers – but get it right first [online]. WGSN. Available at: https://www.wgsn.com/en/ login/?r=https://www.wgsn.com/news/personalisation-please-says-consumers-but-get-it-right-first/ [Accessed June 2018]. HILLS, M., 2018. Survey:YouTube is America’s most popular social media platform [online]. Forbes. Available at: https://www.forbes.com/sites/ meganhills1/2018/03/23/social-media-demographics/#63e1a8e3783a [Accessed June 2018]. HOPE, K., 2014. The man who built the Hotel Chocolat empire [online]. BBC News. Available at: https://www.bbc.co.uk/news/business-29689340 [Accessed June 2018]. 67
HOTEL CHOCOLAT, 2018. Hotel Chocolat website [online]. Available at: http://www.hotelchocolat.com/uk [Accessed June 2018]. HOTEL CHOCOLAT, 2018. Our story [online]. Available at: http://www.hotelchocolat.com/uk/about/Our-Story.html [Accessed June 2018]. HOTEL CHOCOLAT, 2018. YouTube channel [online].YouTube. Available at: https://www.youtube.com/user/hotelchocolat [Accessed June 2018]. HOTEL CHOCOLAT, 2017. Hotel Chocolat annual report 2017 [online]. Available at: http://www.hotelchocolat.com/on/demandware.static/-/SitesHotelChocolat-Library/default/dw79ebc612/Annual%20Report%20FY17.pdf [Accessed June 2018]. IMMEDIATE FUTURE, Hotel Chocolat - Tapping into social search [online]. Immediate Future. Available at: http://immediatefuture.co.uk/project/hotelchocolat/ [Accessed June 2018]. JACQUES TORRES, 2018. Chef Jacques Torres [online]. . Available at: https://mrchocolate.com/pages/chef-jacques-torres [Accessed June 2018]. KAPFERER, J., 2012. The new strategic brand management: Advanced insights and strategic thinking. Kogan page publishers. LAWSON, A., 2015. Hotel Chocolat mulls second crack at America after shutting US branches [online]. Evening 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 June 2018]. MAST BROTHERS, 2018. Mast Brothers facts [online]. . Available at: https://mastbrothers.com/facts/ [Accessed June 2018]. MINTEL, 2018. Christmas shopping habits - UK [online]. Mintel. Available at: http://academic.mintel.com/display/881647/?highlight#hit1 [Accessed June 2018]. MINTEL PRESS OFFICE, 2014. Nation of chocoholics: Eight million Brits eat chcolate every day [online]. Mintel. Available at: http://www.mintel.com/ press-centre/food-and-drink/nation-of-chocoholics-eight-million-brits-eat-chocolate-every-day [Accessed June 2018]. MONOTTI, C., 2008. Future chocolate market growth in four EU countries. British Food Journal, 110 (7), 671-690. MONTEZUMA’S, 2018. Values and vision [online]. Available at: https://www.montezumas.co.uk/values-vision-i33 [Accessed June 2018]. MURNANE, K., 2018. Which social media platform is the most popular in the US? [online]. Forbes. Available at: https://www.forbes.com/sites/ kevinmurnane/2018/03/03/which-social-media-platform-is-the-most-popular-in-the-us/#684a87371e4e [Accessed June 2018]. 68
PERSISTENCE MARKET RESEARCH, 2018. [online]. Available at: https://www.persistencemarketresearch.com/market-research/chocolate-market.asp [Accessed June 2018]. RETAIL WEEK, 2018. Hotel Chocolat news [online]. . Available at: https://www.retail-week.com/companies/hotel-chocolat?authent=1 [Accessed June 2018]. RODGERS, 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 June 2018]. ROWELL, J., 2013. Omni-channel retailing. Romanian Distribution Committee Magazine, 4 (2), 12-15. ROWE, P., 2017. Hotel Chocolat USA report [online]. Issuu. Available at: https://issuu.com/poppyrowe/docs/poppy_rowe_final_hotel_c__482bb30de53d1c [Accessed June 2018]. RUTTER, H., 2017. Boux Avenue USA marketing strategy and plan [online]. Issuu. Available at: https://issuu.com/hollierutter1995/docs/usa_report_-_final [Accessed June 2018]. SCHIFFMAN, L. AND WISENBLIT, J., 2015. Part IV: Consumers in their Social and Cultural Settings. Consumers in their Social and Cultural Settings. Consumer Behaviour. Global ed. Pearson Education, 2015, pp. 258-362. SHI, C. and REID, L., 2017. Segmentation targeting and positioning [online]. NTU Now. Available at: https://now.ntu.ac.uk/d2l/le/content/484735/ viewContent/2397827/View [Accessed June 2018]. STATISTA, 2018. Forecast of the mobile internet user penetration rate in the United Kingdom from 2015 to 2022 [online]. Available at: https://www.statista. com/statistics/553672/predicted-mobile-internet-user-penetration-rate-in-the-united-kingdom-uk/ [Accessed June 2018]. TREND ONE, Individualisation [online]. Available at: https://www.trendone.com/en/trend-universe/mega-trends/mega-trend-detail/individualisation.html [Accessed June 2018]. WALKER, T., 2018. Omni-channel retailing: What Is Omni-Channel commerce [online]. Shopify Plus. Available at: https://www.shopify.com/enterprise/omnichannel-retailing-commerce-what [Accessed June 2018]. WINTHER, A., 2018. Chocolate Confectionery - UK [online]. Mintel. Available at: http://academic.mintel.com/display/859095/ [Accessed June 2018]. YAHOO FINANCE, 2018. Hotel Chocolat Group Plc finances [online]. . Available at: https://uk.finance.yahoo.com/quote/HOTC.L/key-statistics/ [Accessed June 2018]. 69
Rose Tovell N0726294 UK/ USA Individual assignment Word count: 3279 70