Download - Life's Little Luxury
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See’s Candies vs. Ghiradelli Chcoolate
Life’s Little Luxury
Marketing 861: Consumer BehaviorPresented by: Spencer Jaffe & Natacha YarbroughDue: December 13, 2011
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Introduction Overall US Chocolate market generates $10 billion in annual sales
Premium chocolate US market accounts for 12% of all sales (higher in Europe and Canada)
Premium chocolate is commonly referred to as “life’s little luxury.”
Key premium chocolate brands include Godiva, Ghirardelli, Lindt, See’s and Guylian
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Ghirardelli Chocolate (Part 1) Founded in 1852 in San Francisco
Positioning: High Quality Chocolate
3% of Premium Chocolate Market– Ranks #1 supplier of premium chocolate
chips– Ranks #2 supplier of baking chocolate– Has 13% overall baking chocolate market
in US
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Ghirardelli Chocolate (Part 2) Packaging
– Classy and consistent logo– Adjusts main color to allow for differentiation between flavors of a particular product line
Widespread Prominence – Major Discount Retailers (Target, Wal-Mart, Walgreens)
Online Presence – Facebook– YouTube Channel – Website
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See’s Candies (Part 1)
Founded in 1921 in Los Angeles Sold to Berkshire Hathaway Inc.
in 1972 for $25MHas generated $1.3B in profits
over 30 yearsMotto: “Quality without
compromise.”
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See’s Candies (Part 2) Packaging - Customization associated with holidays
Positioning - Quality products at affordable prices
Bulk discounts to consumers and businesses - Emphases on product value
Retail - US & Global
Online Presence - Facebook - LinkedIn - Website
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Netnography ResearchGhirardelli Chocolate
• Facebook– 760,000 “Likes” – Open wall for Consumers Posts
• Nostalgia• Favorite Products• Recipe Sharing
– Advertisements for seasonal products
– Contests– Virtual Cooking Contests
See’s Candies
• Facebook– 470,000 “Likes”– See’s “controls” wall posts
– Advertisements• Product Promotions• Negative consumer feedback
posted under advertising threads
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Interviews
PremiumNostalgia
ClassyConvenient Tradition
SeniorsvArIeTy
TouristSan Francisco
Overpriced
turtle Rabbit
Seal Dolphin
Holiday
GiftLion
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Communications
Ghirardelli Chocolates• Consistent message of
“Quality”• “Leading Lady” Campaign• Signature Squares• Elegant Logo• Minimal Stores (more
online activity)
See’s Candies• Consistent message of “low
pricing”• Minimal Advertising• Bulk Pricing• Simple Logo• Many Stores/Locations
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Recommendations for See’s
Stronger Online Presence
Create “Premium” Product Line
Strategic Ad Campaign for Holidays and Life Events
Increase Unit Sales
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See’s Candies vs. Ghiradelli ChcoolateQ & A