Godiva Chocolatier Marketing Plan

Paper Summary:

The paper discusses the Godiva Chocolatier company's strengths and weaknesses in brand and marketing mix. The paper relates that Godiva has worked very hard to promote itself as a more sensual, romantic brand that is associated with special events and dates. The advertising and integrated marketing communications objectives, the media and message strategy and the methods of evaluating the effectiveness of the strategies defined in this marketing plan are all identified in the paper.

Outline:
Situation Analysis
Key strategic decisions
Media Strategy
Message Strategy
Evaluation of effectiveness (Conclusion)

From the Paper:

"Godiva Chocolatier is a brand owned by Campbell's Soup Company, and it contributes on average 6% of total revenues on a consistent year-to-year basis company-wide. Having a premium chocolate brand in the Campbell's brand portfolio causes several major problems for the company from a positioning standpoint. First, the need to position the brand as an essential part of a balanced and healthy diet makes Godiva Chocolatier irrelevant in the messaging platforms of the healthier, lean alternatives Campbell's is famous for creating. Second, the corporate Campbell's brand appears to go in two directions with chocolate known for its premium pricing, decadent imagery, and high calories. Using a "reward yourself" messaging and branding strategy in addition to amplifying chocolate's emotional connection to dating and courtship as a gift to a special someone, Campbell's has been successful in retaining sales of the brand."

Sample of Sources Used:

• Annette Bourdeau (2008, April). Mmm, First Flavour's tasty ads... Strategy,25. Retrieved April 17, 2008, from ABI/INFORM Global database. (Document ID: 1456519621).
• Arun Sudhaman (2006, December). Hooking the world on Godiva's edible luxury. Media,20. Retrieved April 18, 2008, from ABI/INFORM Global database. (Document ID: 1201883081).
• Suzanne Vranica (2008, February 13). Marketers salivate over lickable ads. Wall Street Journal (Eastern Edition), p. B.3. Retrieved April 19, 2008, from ABI/INFORM Global database. (Document ID: 1434442681).

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