Case Study: Ethel’s Chocolate Lounges

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RUNNING HEAD: Ethel’s Chocolate Lounges Assignment 1: Case Study: Ethel’s Chocolate Lounges Ethel’s Chocolate lounges are chocolate-focused “cafes” that where created by the Mars Corporation. The Mars Corporation is the same corporation that makes the famous M&M candies as well as many others. Taking their lead from Starbucks and Godiva who experienced a 20 percent increase in chocolate sales over a 2 year period (2002-2004), Mars Corporation created the chocolate lounges named after Ethel Mars, who founded the candy company with her husband Frank in 1911. Like Starbucks and their coffee, Ethel’s strive to sell the experience of enjoying “premium chocolate” in a trendy-chic atmosphere at a reasonable price (for that total…show more content…
There are also individual factors such as age, gender, life-cycle phase and self concept and lifestyle. Women may perceive Ethel’s as the kind of experience that can enhance their own self concept and improve their lifestyle. If they are someone who appreciates fine chocolate and has the time and discretionary income to be an Ethel’s customer, then they are moving one step closer to an ideal self-image they have created for themselves. Justify which factor you think will motivate a consumer the most. Ethel’s Chocolate Lounge will probably benefit most from psychological factors. Consumers have a strong emotional tie to an experience that makes them feel good about themselves and Ethel’s offers several benefits combined into one experience. The environment at Ethel’s is luxurious and edgy and makes customers feel special. Their chocolates are touted as fine chocolates created by a French chef, which again answers the psychological need to obtain the best. Customers are motivated to turn an everyday treat into an experience. Determine what needs the Ethel 's experience appeals to most. Explain your reasoning. The Ethel’s experience appeals to Social needs, Esteem needs, and Self-actualization needs. Social needs address the need to belong. Consumers want to feel like they are part of something that defines them so if Ethel’s markets their tag line “Chocolate is the new black” the consumer wants to be a part
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