Godiva Luxury Chocolatier

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Do you think that Dunkin’s decision of entering the discount stores and mass merchandisers with Godiva was a good one? The fast growing market of luxury chocolate invites to explore all the possible channels to grow and to face the competition. Improving the distribution is a crucial factor for sales growth, especially in a huge territory such as the U.S., yet luxury brands stand for emotions and they must particularly protect their image, in which the purchase experience is one of the most important elements. GODIVA, as a luxury brand, needs to maintain its position through the meaning of exclusivity, well represented by their boutiques and selected specialty shops as the only point of sales. These shops are elegant and refined, closer to a jeweler’s, than a chocolate shop. The exclusive atmosphere of the stores, together with the packaging of the products makes the purchase of a box of GODIVA’s chocolates like buying a pack of preciousness. This kind of environment and presentation fits perfectly with the brand proposition, especially related to gifting for special occasions. The situation emphasize the luxury experience and the luxury image. On the other hand, GODIVA has also the intention to ride the “everyday premium” trend, targeting the self-indulgent segment. Compared to gifting, the everyday-premium is a more impulsive unplanned buying. One who sees this attractive pack of chocolate, during his shopping, and just decide to pick it up. Luxury is no longer limited just to wealthy, on the contrary it has a mass appeal (in spite of the current economic reality). This is probably because luxury is meeting aspiration and gratification needs, as a reward for the sacrifice in other areas. Luxury brands are more popular than ever, moreover we are talking about chocolate, as expensive it can be, it won't be never inaccessible. When the need become daily

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