Michel Et Augustin

The premium chocolate industry is a large market in the United States and continues to grow around 10% annually. It is also populated with very strong

Moreover, other market targeted by the company are those premium markets where there is high disposable income having high income level and would like to demand best quality products for self-consumption or for gift purposes.

Hershey’s and Cadburys are moving towards the premium chocolate market through the acquisition or upmarket launches (Zietsma, 2007). The profit potential present in this sector supported by its 20% annual growth rate make it very attractive for large organizations to come forward and avail this opportunity. There is a low threat of new entrants prevailing in this chocolate industry because of the high capital requirements and expected retaliation by current manufacturers. Current players in the industry also possess some barriers to entry for new entrants by maintaining economies of scales with their large production capacity and keeping their product differentiation with their specialized and novelty chocolate products. Even though there are low switching costs and easy access to distribution channels, but still the brand loyalty of the customers including the Rogers’ Chocolate itself make it harder for new firms to come into the competition.

Many of Rogers’ Chocolates external issues come from the taste and interests of their customers. The demand for premium chocolates is not steady but rather fluctuating with the current season, weather and other substitutes in the market. Simple personal preference changes over time and that can have a devastating effect on such a niche market.

Thesis- Finding your favorite pastry can be very hard with so many choices to choose from; however, when examining cookies or cupcakes one notices cookies are far more superior due to their convenience, flavors, and quality.

The purpose of our experiment was to the percent compositions of two different types of store bought sandwich cookies and a sandwich cookie recipe. We will do this by determining the masses of the crème parts, the masses of the cookie parts, and the masses of the whole sandwich cookies, and using each respectively to calculate percent compositions of all three types of sandwich cookie. We will then compare the percent composition of each cookie to the other cookies and to our hypothesized percent compositions to see how similarly the brands and recipe make their cookies and if our hypothesis was correct. Based on the percent compositions we calculate, we can discuss why manufacturers would make their cookies with those ratios of ingredients, taking into account the cost of each ingredient, which may cause manufacturers to put less of an expensive ingredient in the cookie and more amounts of cheaper ingredients.

The main threat to Rogers’ chocolate is the competition. Not being able to keep up with the competition or current trends can lead to lost market share. With Godiva having superior packaging, distribution, and price points, and Bernard Callebaut having superior packaging and seasonal influence, Rogers’ Chocolate could be falling behind soon if they do not join the ranks. Rogers’ must find their niche in order to be able to compete not just locally, but globally.

In Canada, premium chocolates were growing at 20 percent annually and the Canadian market size for Chocolates was US$ 167 million in 2006. An attractive growth from premium chocolates makes the current player like Rogers Chocolates, Purdys and others are thinking new strategies to expand market. In addition, some big traditional manufacturers like Hersheys and Cadbury are also very interested and keen to enter this segment (Zietsma 2007).

The premium chocolate industry is having an intensive competition in Canada with the strong growth potential. Industry growth opportunity imposes increasing competition from rivals and threats of new entrance that adds pressure on overall profitability. Even though Roger’s has been able to establish its place in the chocolate industry with its strong brand recognition and products’ quality, it still needs to be on top of ever- going market changes, by continuously

The premium chocolate industry is changing dramatically with the growth rate in the chocolate industry falling as a whole, other traditional big name chocolate companies like Hershey’s and Cadburys are moving more towards the premium chocolate industry. The premium chocolate industry growing 20 percent annually and with the baby boomers purchasing more chocolate, they put are putting great emphasize on quality and brand when they purchase their chocolates. The underlying drivers of change are changes that companies go through in the industry and competition conditions. There are 14 total driving forces that drive industry change but Roger’s chocolates has 6 driving forces in particular that affect

The premium chocolate market has been growing at 20% annually, showing that buyers are willing to pay more for a better tasting and better quality chocolate. The declining growth of the overall chocolate market and rapid growth of the premium chocolate market is positive for current producers of premium chocolates in that the decline

Brand competitors and the diversity of choice that is available to consumers, puts brands under pressure to offer high quality products and service, excellent value and a wide availability (Clifton et al., 2009). Brands must differentiate themselves from the competition and create an unforgettable impression.

By October 2012, it had been over 15 months since Apollo Foods, a global consumer packaged-goods firm, had obtained the rights to distribute the well-known European chocolate company, Montreaux, in the United States. Andrea Torres, the director of new product development at Montreaux Chocolate USA, is presented with the

Currently, Cloetta has its own brand name for the Pick & Mix concept; ‘Godisfavoriter’ for candies which means ‘candy favorites’ and ‘Natursnack’ for nuts which means ‘natural snack’ (Cloetta, 2015). It should be examined how much of an effect these names have on consumers’ brand awareness. If consumers look at these names in the retail shop for example, in Coop, it will hardly remind them that Cloetta is connected with these names. Kapferer (2012) points out that “[a] brand is not the name of a product. It is the vision that drives the creation of products and services under that name. That vision, the key belief of the brand and its core value is called identity” (p149). In this point of view, there is a key issue of how the brand names of Cloetta’s Pick & Mix concepts can provide the image to consumers so they can perceive Cloetta’s brand as having a unique value by selecting their brand. By comparison with their main competitor Candy King’s Pick & Mix, they have the name ‘Karamellkungen’ which is the same name translated into Swedish as their company name and same logo as domestically and internationally. By doing this, they deliver a more distinct vision of their brand connected with the core brand and it can render some positive brand image effects on consumer’s

This report will cover the background understanding about the confectionery industry and do an in-depth analysis of the micro and macro environment. In addition, the market segmentation, market positioning and target market that Whittaker’s is concerned with is also discussed.