The focus point in the following marketing strategy will be the German chocolate company "Chocri" that was founded in 2008 as a limited company. Based on German law, the company is included in the so called group of "corporate enterprises". The main characteristic is that the two owners and students Michael Bruck and Franz Duge are not personally liable for the company in the case of bankruptcy. Moreover, Chocri employs 30 staff members.
Chocri defines chocolate in a new dimension of being an individual, customized for good and increasing life quality. The enterprise offers personalized chocolates with selectable tastes and toppings, which is completely assimilated to the customers' preferences.
Tags: Chocri chocolates, value of chocolate in the Japanese market, market specific prefernces
[...] Again, buying premium, personalized Chocri chocolate would reflect a high standard of living and thus a high social status http:// can deduce that the Integrators, Self-Innovators and Ryoshiki Innovators are All in all, similarly reachable and that they have strongly related common preferences and expectations according to product and brand benefits. This is why they all represent potential target groups for Chocri chocolate. b. Targeting Strategy After having decided about the target groups defines how the target groups should be entered. [...]
[...] Following the market entry mode of direct export Chocri´s only distribution channel in Japan is its website. II. I. Situational Analysis Product/Brand Information Focus of the following marketing strategy will be the German chocolate company that was founded in 2008 as a limited . Based on German law the company form is included in the so called group of “corporate enterprises”. The main characteristic is that the two owners and students Michael Bruck and Franz Duge are not personally liable for the company in the case of bankruptcy. [...]
[...] As in Europe, the possibility to involve independent distributors in the system exists. Being independent, those distributers would have to purchase the products via internet and are treated as customers. Distributers like that, might, for example, be those customers who sell merchandise tailored to their individual business image (e.g. chocolate bars with a firm logo). Integrating distributers as fixed business partners, however, would lead to several disadvantages and thus is not an option. The first disadvantage of a longer distribution channel would be the management of increased interdependencies. [...]
[...] having won the Gründerpreis in 2009 o Free publicity in TV & economy magazines People always look for different, individual presents Birthday and Christmas is yearly White ay : women have to buy chocolate for their husbands High quality product (Belgian chocolate) Luxury product but still affordable (status for reasonable price) German quality has good reputation (made-in effect) Special services for companies company life is very important in Japan reflects social status in Japanese company and family word in Japanese job is the most important factor in life Ritter sport is present in Japan Knowledge could be shared Following fair trade policy CSR building orphanage Ivory Coast - Weaknesses Lot of competition in chocolate market National and international Not well known Long time receiving the product ordering and Suspicion you have to invest money to try it no samples or POS where customer could try the product Very easily substitutable by normal chocolate if consumer does not have the time or money in a certain situation he/she goes for normal chocolate available in the grocery store 7 http:// IV. [...]
[...] Additionally, the charitable actions which Chocri supported recently (helping to avoid child labor in the Ivory Coast by donating of every chocolate bar sold) will be communicated on the Japanese homepage as well. Also, future CSR actions will be published and around Christmas of every purchase is donated to a Japanese NPO. This Cause Related Marketing action will lead to positive publicity and influence the emotional aspect of purchasing Chocri chocolate Distribution Cannel Cocri´s design of distribution channels in Japan will follow the same pattern having been already applied in Europe. [...]
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