...Ethel’s Chocolate Lounges Principles of Marketing April 26, 2012 Chocolate Lounges Taste Sweet Success Centuries have passed, and the American palate has distaste of chocolate. Now Ethel's Chocolate Lounges, named in honor of Ethel Mars's the matriarch of the Mars family, who founded the candy company with her husband Frank in 1911; whose name adorns the signs at the company's latest attempt to breathe fresh life into chocolate. Influenced by the seventeenth-century London’s chocolate houses, the Mars family envisioned an up scale café, providing a luxurious setting where people could relax and even socialize while enjoying the gourmet chocolate. Mars president John Haugh what makes Ethel's special is that "You don't have to be a millionaire to enjoy the sweet taste of the good life. People indulge at Ethel’s Chocolate Lounges because of their limited decision-making. This occurs when the consumer has previous experience with a product but is unfamiliar of the brand; but has low levels of involvement because consumers expend only moderate effort in searching for information or in considering various alternatives defined by Lamb, C. W, & J. Hair, & C. McDaniel. (2011). Marketing. (Vol. 2010 Custom Edition, Maureen. Staudt, Ed.). Mason, Ohio: Cengage Learning. Many consumers are familiar with other chocolate brands such as, Godiva and Hershey, but might not be with Ethel’s chocolates and may be curious to try. Ethel’s menu that features icons and descriptions of...
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...Final Paper Jamar Perry MGT 450/ Deborah Lomas Feb 11, 2013 The hookah pipe dates back centuries to the Indian and Arabic regions of the world and is used as a social tool in most parts for people to get together at the end of a long day and relax, its popularity is growing in certain areas of the united states and has the potential to become a profitable business. With the proper strategy plan and research establishing a hookah lounge is one the easiest ways to make a profit with less effort than the typical restaurant or bar. Because this type of business is less common in the states there is significantly less competition to go up against, the main goal would be to establish a strong customer base so that when other hookah lounges eventually try to establish they are not as successful as your business. A great strategy would be to own a percentage of share in each establishing lounge. The book states “Involves buying another company to take full control of it (anywhere from a majority 51% stake to an outright 100% ownership). “(Abraham, 2012) Often using this strategy ensures your original business concept grows and has little chance to be pushed out of business due to competition, there can be huge benefits by working together the resources are cheaper because both parties pay an amount of the cost. One of the most important things that must be understood about establishing a business is...
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...MMH Design Guideline “Home away from Home” Introduction MMH Lounge, located in the Statler Hall, is an exclusive space dedicated to the students in Master of Management of Hospitality program. In this design guideline, we established the emotion characters of the new lounge to be home, relaxing, belonging, and warm, control and connected. All the design need to follow the base emotion characters of the new space. A list of detailed functionality and respective physical requirements are also detailed in this guidelines, such as study, eat, rest, presentation etc. Building on the required functions, the new MMH lounge will be relocated at the back of the existing one and the space will be double to 850 Sqft. Emotion Character Keywords: home, relaxing, belonging, control, connected, vibrant, neat, trendy, warm The base of emotion character generation lies on the analysis of target users, who are the MMH students. As graduate students who are in such an intense program, MMHers spend majority of their time at school even on weekends. The base line of emotion we want to high light is the feeling of home, where the concept of “home away from home” comes from. Derived from the base emotion, we can set other emotions that we want to express through design process. Relaxing: The feeling of home is relaxing and stress free, so the design of MMH Lounge should be able to convey the emotion of relaxing. Most of MMHers take on six to seven courses each semester which impose...
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...were greeted at the check in desk by saida who, after checking them in, informed them that, due to technical problems with one of the aircraft in the Eze air fleet, flight EZA074 would be late departing Luton and that they should proceed to departures and watch the information screens. Eric and Jane, who was in a wheelchair, complained and asked for a written copy of their rights but saida simply held up her hands and said “its no good complaining to me, I am just passing information from management.” Saida gave the couple 2 vouchers for refreshments and again told them to proceed to the departure lounge. The flight in fact delayed for over 24 hours. Both Eric and Jane were fuming as there had been no EzeAir flight information, no one in the departure lounge could give them any information about EZA074’s expected departure time and they were exhausted from a night in the departure lounge and no sleep. EzeAir apologised but said that they had allocated all available hotel accommodation on a first come first served basis. Passengers for flight EZA074 were eventually called to the gate for the flight’s departure at 16.55pm on 2nd may. However, Eric and Jane learned thet other passengers, including Mohammed and akila, had been told that they would not be permitted to boared the flight and would have to travel on a later EzeAir flight, EZA076, departing Luton later the same day at 21.00pm. Apparently, the...
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... I am planning to set up a restro-lounge in ahmedabad city which will offer deep assortment of continental variety of cuisine available under one roof. EXECUTIVE SUMMARY:- * I will be starting up a novel concept of lounge in Ahmedabad city. * I have chosen to enter particularly to restaurant(lounge) segment because as per BIRD OF GOLD report by McKinsey Global Institute Indian middle class household will swell from 50million to 583 million by 2025.Implies household have more disposable income and shift towards discretion spending. * As per CII estimate 2009 because of increase of rising per capital income Food industry will grow to US$310 billion by 2015.Food Industry is growing at the rate of 13% estimate CSO (Central Statistical Organization) VISION To constantly innovate & provide the best that we can for our customers To be recognized as pioneers in the multi-brand food court management, utilizing the highest levels of corporate & with dedicated employees and partners MISSION To provide the consumer what it desire & to fill the gap between the need of the consumer and the current offering. STATEMENT OF PROBLEM Not much variety offered as far as the food is concerned. Moreover there is lack of a good Restro-lounge in Ahmedabad. MAJOR PLAYERS IN LOUNGE BUSINESS (INDIA) * GHETTO (Mumbai) * HARD ROCK (Mumbai) * SPORTS BAR (Mumbai) * L-A-P (LOUNGE & PARTY) Delhi AHMEDABAD...
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...Ethel’s Chocolate Lounges: Back to the Professor Sally Walters Marketing 100 April 29, 2012 Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s. Two out of the three consumer buying decisions will be utilized in consumers who become patrons of Ethel’s Chocolate Lounges, Limited Decision Making and Extensive Decision Making. Consumer’s unfamiliarity with the specific brand or type of chocolate used by the new chocolate lounge but common knowledge and long standing history of chocolate in general from previous experience will mean they will expend only a moderate effort in searching for information in relation to the new lounge in their local area. There is no need to spend an extensive amount of time researching what it is, its benefits, side effects, or other details that one would be interested in knowing about before trying a completely different and new product because they have a general idea of its use and effects which falls under the characteristics of Limited Decision Making. In their pursuit to attract the “well-heeled consumer”, Ethel’s is capitalizing on its chic chocolate house and premium gourmet chocolate all geared in attracting the coffee house crowd by “coddling their patrons in the lap of luxury” and allowing them the opportunity to “enjoy the sweet taste of the good life” (Marketing 100 Case Study). Because Ethel’s prices are a little more expensive than what the average consumer is used to paying...
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...Ethel’s Chocolate Lounges This report is based on a Case Study: “Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Taste Sweet Success”. The report will reflect on four points: describing the types of consumer buying decision to indulge at Ethel’s, the consumer’s influences of time and money spent at Ethel’s, what motivates Ethel’s customers and finally exploring the needs the customer experience appeals to most. CONSUMERS BUYING DECISIONS As noted in the Case Study the chocolate house dates back to the 17th Century as a place where the elite socialites would indulge on chocolate treats and sip hot chocolate in luxurious surroundings and in upscale boutiques. Ethel’s founded in 1911 in honor of the matriarch of the Mars family who made chocolate treats in their home becomes Ethel’s Chocolate Lounge in Chicago, IL in April 2005. Ethel’s idea of being the “Approachable Gourmet Chocolate” gives its customers gourmet chocolates with reasonable prices. Consumers buying decisions usually fall into three categories: routine responses behavior, limited decision making and extensive decision making and five factors: involvement, time, cost, information search, and number of alternatives. (Lambi, Hair & McDaniel, 2011) Each factor determines a low to high activity or action for each consumer buying decision category. Ethel’s customers may experience limited decision making because most people have purchased some brand of chocolate but more thought...
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...Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Taste Sweet Success 1 Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Taste Sweet Success 2 Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s. Two out of the three consumer buying decisions will be utilized in consumers who become patrons of Ethel’s Chocolate Lounges, Limited Decision Making and Extensive Decision Making. Consumer’s unfamiliarity with the specific brand or type of chocolate used by the new chocolate lounge but common knowledge and long standing history of chocolate in general from previous experience will mean they will expend only a moderate effort in searching for information in relation to the new lounge in their local area. There is no need to spend an extensive amount of time researching what it is, its benefits, side effects, or other details that one would be interested in knowing about before trying a completely different and new product because they have a general idea of its use and effects which falls under the characteristics of Limited Decision Making. In their pursuit to attract the “well-heeled consumer”, Ethel’s is capitalizing on its chic chocolate house and premium gourmet chocolate all geared in attracting the coffee house crowd by “coddling their patrons in the lap of luxury” and allowing them the opportunity to “enjoy the sweet taste of the good life” (Marketing 100 Case Study). Because Ethel’s prices...
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...questions 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”...
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...Ethel’s Chocolate Lounges Dawn Evans Strayer University Professor Schuyler Marketing 100 April 29, 2011 * ABSTRACT Ethel’s Chocolate Lounge created by the Mars organization may prove to be an excellent marketing strategy to boost chocolate sales. The Lounge will cater to the female consumer that may belong to the middle to high income demographic. These groups of women have disposable incomes and will be intrigued by the “upscale look and classy feel”. Like today’s coffee bars, Ethel’s Chocolate Lounge will be a gathering place for executives and the upwardly mobile career woman. The expensive chocolates will also tap into the attached male gender demographic. These men will be in search of sweet treats for their wives and girlfriends for special events such as birthdays, anniversaries, Valentine’s Day, and Mother’s Day. Doubtfully the male consumer will take advantage of the beautifully decorated facility with the pink sofas. Men will not watch football games over a beer and truffles. However, this group will visit the shop to make a purchase for that someone special. Consumer Buying Decision: The Mars brand is very popular and has produced familiar products for years. M&M’s is a Mars chocolate (Mars.com, 2011) that is well known and well liked by many around the world. Therefore, when at the checkout counter at the local grocery store it is common for a customer to purchase a pack of M&M’s without hesitation. However, it is the extensive decision...
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...Ethel's Chocolate Lounges 1. Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s. Ethel’s Chocolate Lounges dates back to the seventeenth century when it was a very luxurious place where people from the highest level of society enjoyed the sweet taste. New Ethel’s Chocolate Lounges has its foundation from the previous one, bringing a similar idea that Starbucks offers-a chocolate shop where someone can stop and buy excellent quality of chocolate and enjoy it at nice place while socializing with others as well as taking some chocolate home as a gift . People who decide to indulge at Ethel’s Chocolate Lounges are mostly limited decision making consumers. Limited decision making consumers are those having previous experience with similar product but are not familiar with the current market. This type of decision making requires low level of involvement but higher than in everyday decisions. Five factors determine the level of involvement: previous experience, interest, perceived risk of negative consequences, situation and social visibility. Ethel’s consumers might have some previous experience with other brands of chocolate such Godiva or Hershey; this will decreases their level of involvement while making decision. Moreover, Ethel’s menu includes a description of chocolate content in case a consumer is unfamiliar with a particular offer in menu. Consumers’ interest in having good quality chocolate in a relaxing atmosphere...
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...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...
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...Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Taste Sweet Success Principles of Marketing 10/25/2011 1. Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s. Ethel’s Chocolate lounges are chocolate or candy based restaurants that where created by the Mars corporation. The Mars Corporation is the same corporation that makes the famous M&M candy. In the case study on Ethel’s Chocolate Lounges we learn that the Mars Corporation has made many modifications to better the chocolate lounges. They strive to be more like Starbucks, and to sell the experience of having great atmosphere, gourmet chocolate, and at very reasonable prices. Through marketing strategies the Mars Corporation had many ways to influence customers to dine at Ethel’s Chocolate Lounges. These strategies use consumer buying decisions such as routine response behavior, limited decision making, and extensive decision making. Ethel’s Chocolate Lounges rely on the limited decision making to influence customers. Consumers engaging in limited decision making have a low level of involvement and make little effort in searching for information on alternative brands or products. If the consumer discovers a particular item they normally purchase is not available, the consumer will look for a similar product. In searching for a similar item, the consumer may base their decision on similar ingredients, if the items were on sale, or their prior experience...
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...Running head: CRAZY J'S SPORTS LOUNGE Crazy J's Sports Lounge Jason Rentscheler University of Phoenix Crazy J's Sports Lounge Crazy J’s is the place to escape your wife or your life, watch the game or watch our girls. Crazy J’s provides food, fun and some of the most beautiful women in the Phoenix valley. There is a number of big screen high-definition TV’s placed all around the bar so no matter where you sit you’re still a part of the action. A number of women are available for private dances or you can watch them on one of the three available stages. Daily drink and Dance specials, all games on that day will be available. Middle-Class married men are the target customers. They not only have the money to spend, but they also have the desire to escape their wives, and their normal day to day lives. Crazy J’s is located just north of McDowell Rd. along the Southbound I-17 frontage road. Generally a Limited Liability Company or LLC is the most flexible and convenient entity format. Many tax problems and maintenance expenses that a standard corporation must endure are avoided by using an LLC. The laws governing an LLC insulate any members from liability...
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...Ethel’s Chocolate Lounge dates back to the seventeenth century in London. It was only meant for the societies elite during that time. They would sip their chocolate and relax in luxurious surroundings. Today the company founders and management wants to bring back that luxurious surrounding with an exquisite taste of chocolate that everyone can afford. Describe the type of consumer buying decisions that best describes the choice to indulge at Ethel’s. One type of consumer buying decision that indulges consumers the most is their involvement. The more a consumer uses their time and effort to search and evaluate a company’s product the more they will buy or use their product and services. Another type of consumer buying decision is the routine response behavior from a consumer. Mostly low cost goods and services are a result from routine response behavior because consumers spend less time on searches and decisions before making a purchase. One other consumer buying decision is an extensive decision making process. This process is the most complex because it’s used when consumers buy unfamiliar, expensive products, or infrequently bought items. The consumer wants to make the right decision so they want to know as much as they can about the product or service. The buying decisions used most by consumers at Ethel’s Chocolate Lounge would be their involvement and the routine response behavior. If a consumer really likes the product they will come back for more. Ethel’s...
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