Premium Essay

Mkt the Ethel Chocolate Lounges

In: Other Topics

Submitted By caldeon24
Words 865
Pages 4
Ethel’s Chocolate Lounges 1

Ethel’s Chocolate Lounges

Jose Echavarria

Strayer University

Professor Phil Campos

Marketing 100

Ethel’s Chocolate Lounges 2 Ethel is owned by Mars Incorporated and was named after his mother. Mars opened Ethel’s chocolate lounges in the Lincoln Park neighborhood of Chicago in April of 2005. Mars organization may prove to be a very excellent marketing strategy to boost the sales of chocolate. The Lounge will cater to the female and male consumer. The male gender will be in search of sweet treats for their wives and girlfriends for special events. Male gender will visit the shop to make a purchase for somebody special.

Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s .

The Mars brand is very popular and has produced familiar products for alot of years. M&M’s is a Mars chocolate that is well known and well liked by many around the world. . However, it's the extensive decision that will support the chocolate lounge. Interested constomers will take there time to research the new product in order to make an informed decision.

Ethel’s Chocolate Lounges 3

Discuss the factors that influence a consumer to spend money and time at Ethel’s.

There are several factors that would influence a consumer to spend money and time at Ethel’s Chocolate Lounge; they include environment, type of product, and exclusivity. The first factor is the attractiveness of the lounge with the over-stuffed sofas and chairs, the continuous aroma of warm-blended chocolate, and a range of beverages perfect for pairing with chocolate including hot chocolates, coffees, teas, sparkling beverages, juices and water. This makes for an inviting environment for women to chat over chocolates. The second factor will go to the chocolate lover. A true chocolate lover will not be able to resist the

Similar Documents

Premium Essay

Ethel's Chocolate

...Ethel’s Chocolate Lounge Dr. Emily Crawford Principles of Marketing Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s. Ethel’s Chocolate Lounge is a restaurant with gourmet chocolates where consumers could relax. This lounge was trying to be like a Starbucks. They wanted to sell gourmet chocolates for decent prices. The best type of consuming decision that best describes the choice to indulge at Ethel’s would be to use the extensive decision making. Extensive decision making is the most complex type of consumer decision making when buying an unfamiliar, expensive product (Lamb, Hair, McDaniel, 2010, p.80). Because Ethel’s Chocolate Lounge provided great quality for consumers, they have a higher level of interest in indulging at Ethel’s. John wanted to maintain Ethel’s special treats, so he continued to make affordable gourmet chocolates. “In our extensive consumer research, women told us they wanted an approachable place to select, purchase, and hangout and enjoy chocolate more frequently. And they said they were tired of mystery middles; where chocolate pieces are tossed off after one bite because the centers aren’t expected. That’s why we created the Ethel’s brand, which includes the first ever approachable gourmet chocolate for everyday and our chocolate lounges,” says John Haugh, president of Ethel’s (chocolateatlas, 2012). Some examples why consumers would use the extensive decision making would be because Ethel’s...

Words: 895 - Pages: 4