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Theo Chocolate Case Study

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Questions: Theo Chocolate (Explain / Defend all answers)

1. What are the brand values of Theo Chocolate?

Theo Chocolate positions itself as an origin, organic, fair trade, and ecological concerned brand. * Theo Chocolate buys raw beans directly from farmer cooperatives. * Theo Chocolate focus on sustainable practices and partners with farmer and grower cooperatives by providing technical assistance. * Theo Chocolate purchases beans only under fair trade principle that enables farmers to enhance their livelihoods. * Theo Chocolate concerns on ecosystem and co-branding with Jane Goodall, a leader of environment movement and founder of Jane Goodall institution.

2. Is it valid for Theo to attempt to be the Starbucks of chocolate? What would that mean for Theo, exactly?

In my perspective, except for the common concept of educating customers about the product, Theo should not attempt to be the Starbucks of chocolate since these two brands are significantly different in many ways. Firstly, Starbucks educates customers in an effective and efficient way since they are everywhere; however, Theo sells chocolate mainly from distributors and retailors. Under the situation of limited direct stores, Theo can only convey its concept through product package, website and advertisement. Secondly, Instead of being product-oriented, Starbucks sells a sense of lifestyle that means brand-oriented. If Theo wants to be the Starbucks of Chocolate, it should rather be brand-oriented than be product-oriented. To sum up, if Theo attempts to be the Starbucks of chocolate, it should open more direct stores in order to farther reach its customers then to educate them. They can sell chocolate drinks, desserts or other chocolate goods in those direct stores, like Jean Paul Hevin Chocolatier or Godiva.

3. Theo consumer brand

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