Introduction
Consumer behavior is a study of groups, individuals and organizations based on the processes they use to select, dispose and secure products, ideas, experiences and services. The satisfaction of needs and the impacts that the processes have on the entire society and the consumers is considered when talking about consumer behavior. The behavior of consumers blends elements from marketing, economics, psychology, social anthropology and sociology. Besides, consumer behavior attempts to understand the decision making processes that buyers apply both in groups and individually including how emotions affects the behavior of purchasing by consumers. The characteristics of an individual consumer are put in place including demographic and behavioral variables. Further, influences that affect the consumer from groups like friends, reference groups, family and the society is assessed. This paper aims at writing on the consumer behavior of a target group that influences the formation of marketing strategies of a brand. For the purpose of this work, Godiva Chocolates will be the company where the project will be based. Further, the paper will develop a consumer profile, report the existing mix strategies of the brand and recommend any necessary change for the marketing strategy of the brand.
Consumer Profile
A survey among target consumers to develop a consumer profile of the consumers at Godiva Chocolates based an interest in motivation, learning, attitude, perception and personality of the consumers. Based on learning, the consumer profile of the consumers at Godiva Chocolate had learned a lot about what they consume. The studies showed that for the consumers to base their interest in the products they had learned a lot about what they consume. The consumers were informed with good learning about the company and how it works. Consumers were aware about the types of chocolates offered including gourmet chocolates, chocolate gift baskets, business gifts and liquor truffles. The consumers were aware that the company did not require them to visit the place in order to purchase chocolates. With their learning about the company, they could tell that the chocolates were sold online and several marketing boutiques were identified. With the knowledge among the consumers, they already had a positive profile towards the company that enabled them to know more about the company and this was through learning. With learning also, consumers are even aware about the competitors of the company. Some competitors who were mentioned are Mars Incorporated, Nestle S.A and Ghirardelli Chocolate Co. The learning aspect thus gave the consumers a good profile and the consumers were all ready to learn more about the services and online businesses based on the Godiva Chocolates.
In identifying the consumer profile, the Godiva Chocolates Consumers were motivated by the legend of Godiva. Lady Godiva was a famous lady and a legend that inspired the name of Godiva Chocolates to come up. The legend with her positive deeds is known to the public and her name motivates the consumers to be regular buyers of the chocolates. Since Godiva was loved by almost everyone with an exception of a few who must have existed, the Godiva chocolates must be motivating products to the public and thus attracting a large consumer profile. Godiva Chocolates Company maximizes the satisfaction of the consumers. This built a positive consumer profile enabling the consumers to yearn for more after having the chocolates. The satisfaction is based on variety thus the motivation to a consumer profile depended on the availability of varieties. Dark, shiny small and big chocolates were all available with several flavors. Availability of chocolates for all crusts motivates the consumers of the Godiva Chocolates. The motivation was based on equality to mean the several classes are at a position to afford the chocolates thus all people are at a position to get the chocolates for themselves. Different sizes, tastes and colors make the chocolates available for all depending with the consumer’s taste and ability to purchase. Godiva chocolates thus build a consumer profile through positive motivation of the consumers making the consumers get more and more of the products. The location of this company as well motivated the consumers to buy the products since the site is easily accessible with availability of online purchasing too.
Attitudes with a basis on the consumer profile of the Godiva Chocolates gave information that the consumers had an attitude towards luxury, brands and the lady Godiva. Female leaders, male consumers, children and female consumers normally hold celebrations for the attitude towards Lady Godiva. With a follow up on the footsteps of L’Oreal and UNESCO, consumers revealed that they normally range scientific industries and international fellowships that boost and makes publicity of Lady Godiva. The Lady Godiva Program is known by many and made many people gain an attitude towards Godiva Chocolates. The attitudes are positive towards Godiva Chocolates thus making the consumer profile strong based on the attitudes of the consumers. Luxury in small doses made the consumers of Godiva chocolates possess the positive attitude towards consumption thus making their profile strong and positive. Consumers could pick up not much more than the cappuccino prizes. The small luxuries encouraged a good attitude with the small quantities that at times made consumers win prizes especially during seasons like the Christmas and valentines. The Godiva Chocolates Company increased the attitude of the consumers towards building the profile of the consumers by looking for social networks. The social networks were to shift on consumer sentiments and engaged on this for several months. The consumers were able to air what they wanted to be provided, be changed and what was to be improved. Brands in the attitude of the consumers ensured Godiva faced a vital concern in the brands to be produced. With the shrinking financial statuses, the brands ensured the attitudes of the consumers were made stable by producing several brands of the chocolates. Round, coated, bell like, square and glittering brands were all important. The study ensured that information about the attitude of the consumers ensured that the brands could build a positive attitude of the consumers for the Godiva chocolates.
Study about the consumer profile based on perception at the Godiva Chocolates gave information that the consumers had perceived the company as a good one. With trust on the products, the consumer profile was good and high. Some experiments carried out at the site showed that the consumers were willing to pay more for the products. Perceptions made the consumers believe that the products made in the original factory were better than those in the branches. The perception made the consumers trust that products of the original factory had an essence of the brand. As compared to products elsewhere, the consumers perceived the products in the original factory as more desirable and authentic. Perception has proved that gourmet chocolates and luxury bags have made consumers willing to pay more for products made in the factory they see as original. The products made in the factories located in the original city or foreign places faced stiff competition and rejection. Higher retail value was placed on factory originals and perception made consumers embody the essence of original brands more that those products manufactured elsewhere. Behavior of the consumers was a belief called contagion giving a meaning that the consumers felt the essence of brands thus transferring the feeling to the product through its source of origin. Perception as well showed that the consumers had a profile based on authenticity of the products. Authenticity being the quality of genuineness, the consumers had a perception about the products of Godiva Chocolates as being trusted. Authenticity had the consumer profile have the perception that the brands were transparent. Transparency thus gets brands attention and authenticity allows the message to be heard and given belief.
Personalities of the consumers at Godiva Chocolates have been seen to boost their consumer profile with a more based positivity as compared to negativity. The consumers targeted are from all ages and all gender bases. Brands at Godiva Chocolates are attractive and focus on the consumer segment concerned with love of chocolate. The consumer profile depends on the personalities of the consumers. Positively enough, the consumers have a personality that is willing to indulge in chocolaty snacks making the consumers always admire having the chocolates depending with the availability. The mass consumer market ensures the personality of the consumers is made to be close to the products’ consumption. Godiva brand brief was presented in spring at the VCU Brand center in Richmond during the year of 2009. The main aim was to attract the different types of personalities to ensure the consumers and non consumers develop an attitude towards chocolate consumption that would in turn change their perception to being positive towards consumption of Godiva chocolates. The brand brief was represented to the strategist of communication and creative teams who would build the personality of the consumers to even love chocolates more. The consumer profiles studied in the company of Godiva found out that the consumers were passionate about the products. The consumers had good opinions and positive attitudes towards the product making consumption high. It is only with an exception of the consumer perception that most trusted in the products made at the original company. The consumer profile of consumers at the Godiva Chocolates was thus positive, strong and trusted.
Marketing Mix Strategies
The marketing mix strategies at Godiva Chocolates were part of the research and outcomes about the strategies were identified with the 4 P’s. Product is considered in variety, quality, design, features, brand name, packaging and services. Promotion in marketing according to my research included advertising, personal selling; sales promotion and public relations and they were applied. Pricing involved the list of price, discounts, allowance, payment period and credit terms whereas placement involves coverage, channels, assortments, location, inventory and logistics. Based on the product, the existing marketing mix strategies in the company of Godiva Chocolates are numerous. The Godiva Company uses the product as the most important aspect in the marketing mix. The company does this for two reasons including expression of the company’s productive capabilities and its capability to link with the consumers. In the Godiva Company, the product policy becomes the prime important issue making the product decisions to dictate the scope and the directions that the company takes in its activities. Godiva Company uses market indicators including market share, profits, sales, reputation, image and stature excel in the market mix with use of product. Another marketing mix that the Godiva Company applies when it comes to the product is making the product both a determinant and component of the mix. When the product becomes both a component and determinant, it influences several elements of the marketing mix. Several elements affected by the product in the marketing mix especially for the case of Godiva Chocolates were realized to be advertising, channels of distribution, pricing and personal selling. Product policy ensures Godiva Chocolates Company pursues further elements in the marketing mix. The study on the marketing mix gave an indication that the company was well off in the marketing industry and with further application of the strategies related to the product, marketing would better up.
A basis on the pricing with the study of marketing mix strategies ensured that the Godiva Company set a specific price for its products and services. The amount of money that the customers give in order to obtain the products and services in the company is made simple with a consideration of lower prices. The marketing mix strategy bases on price determination and price administration. Godiva Chocolates determines its price in relation with the prices of relative products within the same line of snacks. Differences in the prices of similar products but with differing qualities and grades were observed to be used in the determination prices. Administration of prices in the pricing mix fitted basic prices to the particular situations of sales. This company considered geographical locations, position of distributors, special sales situations and functions that the customers performed. Godiva chocolates were observed to have special discounted prizes set in their different geographical locations of the boutiques and industries. With consideration of the patterns of usage, varying advertisement costs, location of the branch factories and currencies used by the different places the discounts were not uniform. For better results the pricing was seen to be applied perfectly in order to compete in the marketing section.
Placement under the marketing mix involved by the Godiva Chocolates Company was seen to ensure that the company activities target the customers. Factors like sales, communication and various ways on making the products available to consumers are considered when handling placement. The marketing mix in this company established the use of specific wholesalers and retailers to reach the consumers. The distribution as mentioned before involves both physical and internet distribution as stated before. Planning for the placement strategy in the marketing mix of the Godiva Chocolates Company considers through analysis for marketing. It was identified that the company considers six different channels with basis on the direct access to consumers by use of the middlemen. Besides, choosing single and multiple channels of distributions, long and short distribution channels, intermediary types and number of distributors were considered despite having specific middlemen.
Godiva Chocolates existing marketing strategies based on promotion communicates the values and benefits of its products. It was as well identified that promoters persuaded the targeted customers to consume the chocolates of all types and brands. Promotion catered for the marketing communication processes requiring interaction of the company with other related ones. Actual messages that the company set were advertisement and sales representation. Several limitations in the marketing mix analysis of the company considering 4 P’s of marketing were identified as well. The strategies on the higher side catered for the seller’s view more than the customers’ view. An explanation that was provided was that the customers complained little and most of them were satisfied with the strategies provided their needs were met.
Brand Manager’s Links to Consumer Behavior
The brand manager links to consumer based on the target consumer profile that was developed. The brand manager at Godiva Chocolates was identified to position premium brand chocolate to the casual chocolate brand that had been done. This was in order to meet the market demands and the customers’ needs. The marketing plan included marketing mix strategies followed that generated demand for the company’s products. The increased demand developed a positive consumer profile that made the company sell and have more consumers. 4 P‘s of marketing were made possible to lead to a success to the marketing plans of the company. This brand manager segmented the markets depending with the consumers’ tastes and preferences. Segmentation strategies were applied in order to garb customers who built a positive and strong profile in the case of the Godiva Chocolates. Specific behaviors reflected the different requirements of the consumers making the marketing segmentation important. After the segmentation the brand manager was able to count on linking to consumer behavior. The customers were normally divided on the basis of purchasing behaviors, usage, benefits and what was loved most in other words preferences. A target market was as well identified to be applied by the brand manager in order to influence the profile of the consumers. Specific efforts were applied including positioning of the company in its image, products and a positive identity.
Recommendation
The marketing strategies that were identified to be applied in the Godiva Company were good and would not want any change. The strategies met the needs of the consumers and made the company have benefits thus been just good. The only identified shortcoming of the marketing strategies that needed change was that the consumers were to be focused on. As a disadvantage of the marketing mix strategies were identified, the marketing insisted more on the sellers’ side as compared to the consumers. This statement does not mean that the consumers were not put in the picture during marketing. The only complaint was that the consumers were less considered as compared to the sellers. The only required change is thus that the Godiva Company can increase their emphasis on the consumers too in order to balance the needs of both the sellers and the consumers. Being that the consumers had not complained or had minimal complains, most of the consumers’ needs were met. The company was thus on higher grounds of meeting the needs of the customers as compared to not fully meeting their needs.
Conclusion
In concluding, this report was aiming at conducting research on a company of chocolates (The Godiva Chocolates Company) in order to be at a position to write a report on the project carried out. I conducted a survey on the target consumers to develop consumer profile of the company. Consumer profiles and behaviors were positive towards the company and most consumers were identified to have known the company for long. Others consumed the chocolates because of their attitudes towards the company as compared to other companies. Other consumers loved the name of the company and helped in building strong profiles in relation to the company. Existing marketing mix strategies corresponded well with the 4 P’s of marketing ensuring good marketing of the products and services. The good marketing strategies were thus an indication that the company was doing well in its operations. Brand manager of the Godiva Chocolates Company was a link to consumer behavior and his actions including market segmentation to match consumers was identified. The targeted consumers could be reached and the entire research in the project to cater for the company went smooth. This is because most of the findings were positive indicating that the company was a successful one. No change was required for the company as the findings were positive. I would thus be wrong to give justifications for changes in the marketing strategy. Further research required would make me encourage other students to carry out their research in the company of Godiva Chocolates. The reason behind this is because the company has more achievements as compared to failures.
Works Cited
Russell, Edward. The Fundamentals of Marketing Communication. Lausanne: AVA Academia, 2008. Print.
Lamb, Charles W, Joseph F. Hair, and Carl D. McDaniel. Essentials of Marketing. Mason, Ohio: South-Western, 2008. Print.
Temporal, Paul. Godiva Branding : Creating a Global Branding Business. Belgium: John Wiley & Sons (Asia, 2011. Internet resource.
