Day Chocolate - 4448 Words

Day Chocolate Company Report International Marketing Table of Contents Page Introduction 03 Consumer Segmentation 04 Brand Development 06 Marketing Mix 07 General Market Trends 09 SWOT Analysis 10 Internationalisation 11 Conclusion 12 References 13 Introduction Day Chocolate ltd.’s main strategic aim is to bring premium quality fairly traded chocolate to the mainstream British market to raise awareness of Fairtrade. Cacao growers in Ghana own one third of Day Chocolate ltd and are represented in the Board of Directors. With cooperation of Kuapa Kokoo, the cocoa growers can actively take part in the leadership and†¦show more content†¦For example, Divine sells ‘Heavenly chocolate recipes’ and appeals with this product to chocolate lovers and people who like to cook with chocolate. Another example is the ‘Divine Chocolate Valentine’s Gifts’, which appeal to people who want to give something special with valentine. These products are examples of their purpose to extend their customer segment. A reason for buying products of Divine can be the Fairtrade mark. However, the high quality of the chocolate could also be a reason. These benefits of the products of Divine become apparent in the quote of Cherie Lunghi: â€Å"Chocolate is the ultimate feelgood treat – I’m unable to resist a lovely square of chocolate every now and then! But I’m fussy about what I choose, and I buy Divine not just because it’s so good, but also because it’s owned by cocoa farmers which gives them a share of the profits and real power in the chocolate market. That seems like a pretty good reason for indulging.† (Source: http://www.divinechocolate.com/about/faqs.aspx) Divine is using multiple segmentation bases. They focus on a mainstream adults customer segment and want to appeal to people who are Fairtrade aware. However, people with a need for high quality chocolate are also part of their consumer segment. Dubble Geographic segmentation: Dubble Fairtrade Chocolate is available in all major high street supermarkets as well as convenience stores, wholesalers toShow MoreRelatedWho Does Not Like Chocolate?1369 Words   |  6 PagesWho does not like Chocolate? Considering that us Americans are the biggest consumers of chocolate in the world, we just cannot get enough of it. We devour the most chocolate on our national holidays such as Halloween, Easter and Valentine’s day, but have you ever wondered where in the world does all this chocolate come from? The main ingredient for making chocolate is cocoa and it does not come sugar coated. Cocoa is can be good but in some many ways it can be harmful because, our purchase of cocoaRead MoreA Morsel Of Chocolate Through American History1679 Words   |  7 PagesMorsel of Chocolate Through American History Specific Purpose: To inform my audience how chocolate has been a part of American History. 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