Essay - Marketing Plan Situation Analysis Godiva Chocolatier is a Brand Owned...

Marketing Plan

Situation Analysis

Godiva Chocolatier is a br*****nd owned by Campbell's Soup Company, and it contributes on average 6% of total revenues ***** a consistent year-to-year basis company-wide. Having a premium chocolate brand in the Campbell's ***** portfolio causes several major problems for ***** company from a pos*****ioning standpoint. First, the need to position the brand as an essential part of a balanced and healthy diet makes Godiva Chocolatier irrelevant in ***** messag*****g platforms ***** the healthier, lean alternatives Campbell's is famous for creating. Second, the corporate Campbell's brand appears to go in two directions with chocolate known for its premium pric*****g, decadent imagery, and high calories. Using a "reward yourself" messaging ***** branding strategy in addition to amplifying chocolate's emotional connection to dating and courtship ***** a gift to a speci*****l someone, Campbell's has been successful in retaining sales of the brand. It is anticipated that through the use of the campaigns defined in this plan Campbell's will be ***** with the overall positioning Godiva on ***** use ***** taste as a sensory differenti*****tor. This is a critical step for Campbell's as the messaging and ********** of the soups over the l*****g term ***** need to become even more foc*****d on health and wellness, and ***** chocolate will continually be out of place in this branding strategy. To alleviate this disconnect it's important to create sensory-b*****ed ***** using taste-able advertisements. Third, owning a premium chocolate brand dissipates needed resources from the most pr*****itable ********** the ***** ***** and as a result, Godiva is in need of great differentiation in its branding strategies. The challenge ***** Campbell's is to keep the *****y positioning ***** its umbrella brands of products strong while also adding in sensory-based positioning through the use of lickable advertisements to gain initial trial and potentially purchase of the their chocolates and other confectionary items.

The company has a series of strengths that give it a unique set ***** opportun*****ies, yet Godiva ***** also has weaknesses in brand and marketing mix that make it very susceptible to external and environmental threats. Most significant is the ***** of selling ***** chocolates in the same brand family ***** ***** that are positioned as essential ***** los*****g weight and staying thin. The ***** of Godiva Chocolate as a rew*****rd for a job well done ***** only been mildly successful, ***** Valentine's Day, anniversaries and special romantic occasions ***** by far more effective ***** a m*****rketing ***** selling standpoint (Sudhaman, 2009). Strengths ***** Godiva Chocolatier include the ability to create ***** integrated marketing communications (IMC) *****, ***** inherent equity of the brand as representing decadent, high-end chocolate, which has been fine-tuned from ***** initial premium brand position that was more centered on snob-appeal and now is solidly defined as a sensuous experience of eating exceptional *****. Sensuality ***** the brand h***** been a strong orient*****tion of ***** t*****roughout ***** last five years, a branding ***** seen as a compromise within the company between ***** lean and healthy messaging on the majority