...Running head: ETHEL’S CHOCOLATE LOUNGES 1 “Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Taste Sweet Success” Katherine Banks Strayer University Author’s Note This paper was prepared for Marketing 100, taught by Dean Carol Williams. ETHEL’S CHOCOLATE LOUNGE 2 Abstract This paper is being prepared to research the choice consumers make to numerous visits at Ethel’s Chocolate Factory. It is also an effort to illustrate the type of consumer buying choice that best describes the selection to indulge at Ethel’s. It will focus on what factors that influence a consumer to spend money and time at Ethel’s. An explanation on which factor I think will motivate a consumer the most will be...
Words: 1042 - Pages: 5
...related to Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Tastes Sweet Success” case study. We will address (1) the type of consumer buying decision that describes the indulgence of Ethel’s; (2) factors that influence a consumer to spend money and time at Ethel’s; (3) justifying which factor is thought to motivate the consumer the most and; (4) determining what needs the Ethel’s experience appeals to the most. Consumer buying process When consumers buy a product or service, the consumer decision-making process is generally followed. As we have learned, this process usually falls into three broad categories denoted as the continuum of consumer buying decisions: routine consumer behavior, limited decision making, and extensive decision making. Consumers often follow the stages of the decision-making process but often times the stages are reversed or skipped much like that of impulse buying for example, when a consumer will most likely skip all together, the information search and evaluation of alternatives stages. One type of consumer buying process that described the choice to indulge in Ethel’s is need recognition. The boredom with mass produced chocolate makes those who love chocolate see a “need” for a new and different taste and method of delivery (i.e. the chocolate shop). Consumers will seek out new ways to get what they want when they are bored with the old ones. Ethel’s advertisement describes the lounge as “a place for chocolate and chitchat”. So...
Words: 974 - Pages: 4
...Ethel’s Chocolate Lounge Joanne Jean-Francois Sunday January 29, 2012 I want to start off this paper by saying that I am a chocolate lover and if I can eat it after every meal without gaining a pound that’s exactly what I would do. I have heard of Ethel’s Chocolate but had no idea that they had a chocolate lounge located in United States better yet in Chicago, which according to their website has been closed. Every year for the past 4 years on Valentines’ Day I will receive some of Ethel’s Chocolate delivered at my job by my husband. Based on this study Ethel’s Chocolate lounges are chocolate or candy based restaurants created by the Mars Corporation and has made modifications to better the chocolate lounges. They strive be more like the Starbucks, and to sell the experience of having great atmosphere, gourmet chocolate, and at very reasonable prices (I think). 1) Describing the type of consumer buying decision that best describe the choice to indulge at Ethel’s. Ethel’s chocolate is part of one of the most famous candy companies in the world and the idea that consumers were buying low cost goods and services. The routine response behavior decision making process is very low and consumers take little time on researching and decision making of the purchase. As a consumer I don’t spend a lot of time making decisions to purchase a product that I am familiar with, I have been eating chocolate for years and to know that there is a market out there with good quality...
Words: 780 - Pages: 4
...Top chocolate companies and brands in India Amul Amul is part of the Gujarat Cooperative Milk Marketing Federation Limited (GCMMF), which is the biggest organization in the domain of food product marketing in India. The company procures 13 million liters of milk on a daily basis in the peak period and has 16,117 milk cooperative societies that are based in villages, 3.18 million members who produce milk, and 17 member unions that cover 24 districts. In 2011-12 its aggregate turnover was 2.5 billion US dollars. Amul chocolates are available in various forms such as the following: * Amul Fruit ‘n’ Nut Chocolate * Amul Bindass * Amul Chocozoo * Amul Fundoo * Amul Milk Chocolate These are available in several flavors like orange, milk, and chocolate. Cadbury Cadbury was established originally in UK during 1824 by John Cadbury. The company is presently owned by Mondelez International. It is among the two biggest global chocolate brands along with Mars and its head offices are at Uxbridge, London. Right now it operates in more than 50 countries across the world. Mondelez International is one of the biggest brands in the world when it comes to chocolates, candies, and biscuits. It is also one of the top two manufacturers of gums in the world. The company has many billion dollar brands like the following: * Jacobs * Oreo * LU * Tang * Milka * Trident * Nabisco It operates in more than...
Words: 2147 - Pages: 9
...What techniques will you propose to CB to generate ideas that can be developed into viable concepts? “Regularly eating chocolate could cut the risk of heart disease and stroke by about one-third, says researcher Oscar H. Franco, MD, PhD, of the University of Cambridge in the U.K.” With this being said, new ideas to generate revenue would be utilizing CB in ways that would be healthier and options for the consumers. Ways to use the CB could be expanded in different ways. Since you have close relationships with the Q&Q, Neshey, Cadmerry and Hershal you could propose to increase their purchase to produce products such as chocolate wine or mix sweet and salty by telling them to bring back dark chocolate with a twist. You could produce chocolate with bacon, or chocolate covered cereal. These ideas are for the developed consumers that are purchasing your product ongoingly. For prospects, you could introduce the health benefits of chocolate and different ways to put in use besides feeding yourself. “According to Marlies Spinale, director of Tru Spa, "Like many other antioxidants, cocoa polyphenols are thought to offer the skin protection from free-radical damage caused by sun, pollution, stress, alcohol consumption and other factors. I believe that we will hear more about the benefits of chocolate in skin care." I think that producing new products and distributing would be something that would be too much for a team of 10, so by developing new retail packaged products may be a waist...
Words: 594 - Pages: 3
...Ethel’s Chocolate Lounges: Back to the Future Heloise V. Posey Professor Jane Osburn Marketing Date: April 28, 2012 Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s. If this was still the seventeenth century London their high society’s elite would still be gathering in luxurious and secluded surroundings to relax and sip hot chocolate. Good consumer buying is making a decision or choice to indulge in customer satisfaction and evaluation of goods or services based on whether the goods or services can meet their needs and expectations. Failure to do so will almost always result in consumer dissatisfaction with the goods or services. If your consumer is not happy they will pass the word on to their friends and family. Word of mouth is the ultimate in consumer buying decisions. What sort of impact you get or your remembrance of the first impression can be a powerful tool in getting patrons to patronize you establishment. The name Ethel's seem to imply strength, warmth, home, maturity and trust. The type of consumers that will buy at Ethel’s Chocolate Lounges will be the consumers that upon entrance will feel that atmosphere that Ethel’s exhibit. They will want to use the place and be able to meet and greet family and friends for a cup of coffee, tea cocoa and along with enjoying warm atmosphere with chocolate truffles or some of the other delights that Ethel’s sell. As stated in the case study centuries ago some...
Words: 1266 - Pages: 6
...Worldwide Consumption The Top Chocolate Loving Nations are (lbs/yr): 1. Switzerland 22.36 2. Austria 20.13 3. Ireland 19.47 4. Germany 18.04 5. Norway 17.93 Chocolate Consumption Distribution Worldwide Not all countries are able to enjoy the sweet taste of chocolate equally. There is a profound dichotomy between those nations that extract the raw materials and those who indulge in the finished product. As it is shown in the maps available, all but one of the top twenty countries that consume chocolate are considered 'well-developed' or 'advanced'. Brazil is the only country involved on the list that actually considers chocolate to be a natural resource. The reality exists that the processing and consumption of chocolate products is Western World dominated. 70% of the worldwide profit from chocolate sales is concentrated in these countries. 80% of the world chocolate market is accounted for by just six transnational companies, including Nestle, Mars and Cadbury. Europeans alone consume around 40% of the world's cocoa per year, 85% of which is imported from West Africa. There have recently been efforts to initiate a fair-trade movement, which would encourage the purchase of cocoa from developing country producers at a fair price. However, tariff escalation continues to me a major problem, which acts to drive chocolate comsumers and cocoa exporters further apart. Quick Chocolate Facts -16 of the top 20 consuming countries are European -in 2001...
Words: 4038 - Pages: 17
...There is more to life than money There is more to life than fame and There is more to life with Godiva’s chocolate Godiva Background Godiva Chocolatier, a Belgium chocolate manufacturer famous for its premium quality handcrafted chocolates, was founded in 1926 in Brussels by the master chocolatier Joseph Draps and it was purchased by the Campbell Soup Company which faciliatates the activities of brand aroun the World. In 2001 Godiva was purchased by the Turkish Yıldız Holding, owner of the Ülker Group. and on Februrary 1st 2013 the former owner of Godiva Chocolatier Yildiz Holding sold Godiva Chocolatier to the American food company The Kraft Foods Group. Godiva owns and operates more than 600 retail boutiques and shops in the United States, Canada, Europe, and Asia and is available via over 10,000 speciality retailers Global Marketing Strategy of Godiva Godiva is growing in the global market with accessing to new markets and new resources. The brand is very well known for its hand-made luxury chocolates and it is touching more people who have different cultures, economic environments with market development strategy(entering into new markets with existing products) and diversification strategy(entering into new markets with new products). Key Elements of Global Marketing Strategies of Godiva Customer Value: In fall 2009...
Words: 1845 - Pages: 8
...[pic] THE CANDY STORE GULSHAN AVENEU, GULSHAN-1, DHAKA-1000 TEL: 01712 073218 E-MAIL: thecandystore@hotmail.com Owners Name and Addresses: Junaid Hossain Arafat Jubayer Rumman Pavel Jamil Nature of Business: The candy store business is a new concept in Bangladesh. Our main objective is to sell prominent and well known candies and chocolate through our retail outlet, where people will find different types of candies and chocolate according to their choice. Basically we will serve people with prominent and well known candies through our retail outlet. A Kind of Candy & Chocolate Store At The Candy Store, we’re obsessed with making great tasting chocolates for a price most people can afford. You won’t find fancy packaging, exotic ingredients, or exquisitely beautiful confections here. Instead, we focus on freshness and flavor obsessively. Financing: Our Initial Investment will be BTD 140, 00000. Each investor will contribute equal amount of money which is 200000 BTD. We will also going to take 500000 BDT bank loan at the interest of 10% which is payable in 3 years. This debt will cover our initial advertisement and other promotional cost. Statement of confidentially: This report is for educational purpose and very much confidential and it is the property of the owners listed above. It is intended only to use by the person to whom it is transmitted and any copy of this report or content is not acceptable without prior permission of the authority. [pic] 2. Executive...
Words: 7869 - Pages: 32
... Executive Summary People are identified by their name, the way they look, their voice and personality. In the same way a product is presented so that a consumer will always be able to recognize it as distinct from any other similar product. Critical to the success of any product is the creation of the right identity. Identity means that a product is easily recognizable and differentiates from the offerings of competitors. Our store takes the concept of a traditional chocolate shop and adds the element of creativity and health. Our customers will have the opportunity to come into our store and concoct their own chocolate tailored to a customer’s desire that is health conscious. Cadbury Diet will be reinventing itself by producing a low-calorie dark chocolate which will be tagged as a healthy snack in contrary to the recent issues that the confectionery industry has faced. Cadbury chocolate bar has been tagged as the “People’s Chocolate Bar” manufactured by the Cadbury Company and founded by John Cadbury in 1824.Cadbury is a British confectionery company owned by Kraft Foods and is the industry's second-largest globally after Mars, Incorporated. With its headquarters in Uxbridge, London, England, the company operates in more...
Words: 5196 - Pages: 21
...website is more than just visual attraction; it should also function smoothly and be designed for carrying out business. So the first issue that we faced is lack of computer expertise. We needs to possess more than a basic knowledge of the Internet to do business online. Necessary skills include knowing how to set up a website for business purposes and how to market our business online. Instead of this, we had do observation or google searching and read for relevant article or teaching materials either technology resources or visitor engagement resources. Another issue is limitations of business types. Some types of businesses may not be suited for the Internet, particularly those products involve the use of the senses. For example, if the unique selling point of our product is its pleasant aroma. After we decides to selling snacks online we just realise that we are facing this problem. So we decide to sell those famous and top selling Japanese snack for example our main products - Kit Kat, although it is not Japanese. However, Kit Kat is consistently one of the top selling chocolate bars in Japan and because of Kit Kat in Japan has many varieties not available in other countries. We also will inform our customers that Kit Kat Japan has developed a new chocolate bar that can be...
Words: 8807 - Pages: 36
...The product development team at Chocoberry has the responsibility of drafting a business plan for the option of marketing chocolate products with basic health claims for the United States' retail consumer market. These products are being developed by the technical departments as bar goods, such as one ounce or larger molded slabs of chocolate in dark, milk, inclusion-containing (nuts, fruit, etc.) products You are a consultant who has been engaged by CB to create and evaluate their alternatives and provide a report. The following are some areas your report should address: You should detail at least three possible distribution options for Chocoberry's new venture. Describe and provide flow diagrams for the alternative patterns. This includes the advantages and disadvantages for Chocoberry for the first year of the new chocolate product mix to reach the target markets identified to date. Select and justify the best for Chocoberry at this time using known data. Some thoughts about distributing via the Internet: - chocolate melts in warm weather; many chocolate companies will not ship product during warm weather or will not guarantee the quality of the shipped product unless dry ice is used (which drives up the shipping cost). - and, who is going to buy chocolate on the internet without having tasted it first? Most chocolate companies build a demand for the taste of their product before they build an ecommerce site. - Finally, this case is about identifying your customers...
Words: 267 - Pages: 2
...Cowgirl Chocolates – A Case Study Lillian Velasquez and Michael Johnson Wayland Baptist University Marketing Analysis MKTG 5302 Dr. Nick A. Lockard July 12, 2016 Cowgirl Chocolates– A Case Study Executive Summary Artists Marilyn Lysohir and husband Ross Coates are dedicated to their annual publication, High Ground. The magazine was a “labor of love” for the artists, but they needed funding to support it. Luckily for the couple. Marilyn worked for a candy shop as a teenager and the owner of the shop encouraged Marilyn’s creativity allowing her make sculptors out of chocolate. Marilyn found that, like spicy flavors, she had a love for chocolate and her brother encouraged her to combine the two so she could create a new, unique chocolate. After getting feedback, Marilyn and Ross decided to get the chocolates produced in big quantities and start the Cowgirl Chocolates company. As with many small businesses, this company was having a hard time launching in profitable markets despite the owner’s efforts to get into any receptive vendor. Now, there is another marketing initiative under examination to put in an ad in Chile Pepper magazine. The ad was eye-catching, but would it bring the volume of customers Cowgirl Chocolates needs to start turning a profit? The chocolates were offered in different varieties: a wrapped chocolate bar, a muslin bag, a tin, a gift box/bucket, and a simple plastic bag. The best seller was the chocolate bar, representing 50% of revenues...
Words: 5694 - Pages: 23
...Case One: Watching M&M’s Grow 1. Do you think that it was a good segmentation strategy for M&M’s to develop a new version targeting adults? First, I’ll discuss the three research methods. The first method is causal research. Causal research involves testing the product (Schiffman & Kanuk, 2007). I’ve participated in this type of research before. In some ways it is awesome because people get to test out the product. Who wouldn’t want to try out a new M&M line? I tried out a new Hershey’s product. This research method is the most effective for the new M&M because it gives the company a feel for whether or not people will accept the new product before actually spending all of the money in releasing and packaging and shipping the product. Next, there is descriptive research. Descriptive research is statistical research (Schiffman & Kanuk, 2007). Who is this product focused on; where are these people? Food is focused on mostly everybody, so it wouldn’t be the best method of research. Yachts are focused on rich people; tricycles focus on little kids; guns focus on adults, etc. All classes purchase M&Ms. Lower-class citizens buy them just as much as upper or middle class. Kids want them, and so do adults. My mother used to hide chocolate in her room. She loved it more than my siblings and I did. So, M&M doesn’t need to focus on whom to market the product to. Finally, there is exploratory research. Exploratory research is the first most basic kind of research....
Words: 607 - Pages: 3
...........................................................................................7 References.........................................................................................................8 2 EXECUTIVE SUMMARY Chocolate is really extremely delicious and many people are addicted to it, But did they have a background that this chocolate are coming from the worst conditions of children suffer. In our report we present some of main elements of slavery in the chocolate industry which they are, Firstly the benefit that cocoa industry get from the US big 4. Moreover, we are going to explain the moral and human right infraction in the farms and the difficulty they are faced. In additional, there is section for the recommendation that we applied to solve the problem in cocoa industry and improve the situation. And the results of these recommendations have some challenges that will affect to cocoa industry. BENEFIT OF THE “BIG 4” Cocoa is important source for the people, “According to the World Cocoa Foundation 50 million people worldwide depend on cocoa as a source of livelihood”. The United State industry make “13 billion dollar by bringing in over 400 thousand tons of cocoa beans” which reach the big chocolate manufacturers like Hershey Foods Crop, Mars, Nestle USA and Kraft Foods. These companies provide benefits...
Words: 2245 - Pages: 9
