Essay on Rogers Chocolate

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.

Chocolate is mainly a regional business where consumers seek a particular taste, which brings about the market

— The quality of product dependent on provenience: Swiss chocolate has already outstripped chocolate from other regions because of its “Swiss-made” characteristic.

My topic for the Summer Project is to study the Marketing Strategies of Cadbury. Cadbury is a British multinational confectionary company which manufactures choclates of high quality. I have chosen this particular topic because the youth as well as the adult population of the nation loves the brand. Cadbury has always been my favorite since childhood as it offers a complete range of choclates which are in high quality and best taste.

A hundred years ago, Richard Purdy set off a shop named Purdys in the center of downtown in Vancouver. Purdys has been hand down to second generation of Flavelle family, which purchased Purdys since 1963 from Mr.Forroster. Purdy’s chocolate has became the leader of confectionery in Canada in the past 60 years with over 10 million dollars revenue per year. What makes Purdy’s position today? The key competitiveness of Purdy is quality, which is based on best ingredient and delicate

Hershey’s began as a single building, creating chocolate, but soon transformed to thousands of companies around the world. “A founder of one of the world’s largest confectionery companies … He [Milton] was a pioneer in the mass production of milk chocolate, turning it to form an expensive luxury into an affordable, everyday treat” (McMahon). Money was not a factor involved with this creation of greatness but much more the quality given to his customers. Even though the quality was a luxury he felt compelled to allow everyone to experience the flavor. Bringing the cost of chocolate down made many more people able to buy the product. “Milton Hershey was a man who measured success not in dollars, but in terms of a good product to pass on the public, and still more in the usefulness of those dollars for the benefit of his fellow man” (Milton S.). Along with the products growth in cost reduction, the company’s development grew as well. More people were buying the product all over the country so that called for an expansion of the industry. Hershey’s creation is what launched the chocolate industry that continues to expand today. The increase in consumers caused growth around the world therefore adding to Hershey’s

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

Rogers’ Chocolates is not using its core competency of strong retail sales ability and its distinctive competency of producing a wide variety of high-quality, hand-wrapped chocolates to attract a sufficient market niche of worldwide tourists and high-income, middle-aged couples that are mainly empty nested or child-free, so that they can maximize their market share and profit volumes in a rapidly growing market in which globalization, product innovation toward a more health-conscious product, and growing buyer preferences are major driving forces. Their tremendous ability in retail sales, in which their 11 stores accounted for 50% of total sales, and financial leverage have not been utilized to expand Rogers’ to profit

Roger’s Chocolate Company is a Canadian chocolate firm that has a reputation for high class and high quality chocolates. The firm was founded in 1855 as a family owned business in Victoria, Canada. As time progressed, the company became a prominent source for chocolate throughout Canada and the United States and has left a deeply rooted tradition across those areas. Although the company is no longer family owned, many of the company employees are from families that have worked for Roger’s Chocolates for generations, leading to a deep sense of brand pride and a commitment to excellence, a potential advantage in the company’s future growth pursuit.

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 marketing strategy of Haigh’s chocolate has been identified through detailed analysis of the external and the internal environment of the present market conditions and development of the Haigh’s. There has been complete detailed SWOT analysis of the company on the basis of research conducted from several secondary sources. It has been conducted in order to determine the important strategies and the key strengths of the company. Talking about the chocolate sector which has been further segmented into several categories in which Haigh holds the important position and have captures the major chunk of the market. Such markets range from chocolate blocks, bars and other diet varieties like gluten and eggless products. The demand in the chocolate market is also divided on the basis of the geographic location markets like that in Sydney, Melbourne and Adelaide chocolate markets. Other factors affecting demand in the market includes demographic, behavioural and psychographic segmentation.

Rogers’ Chocolates retains 25% of their sales 8 weeks prior to Christmas and about 40% of their sales come from their heavy users. Their customers are generally established families, childless, middle-aged, couples,

Being a part of the product development team for Chocoberry I know that we will have the responsibility to make sure that we draft up a business plan with the option of marketing chocolate products with basic health claims for the United States’ retail consumer market. The business model for Chocoberry has an open-minded place to design, develop and manufacture new products worldwide and with that they have to make sure that trough there.

Thornton’s, a premier chocolatier founded in the UK in 1911, is a High Street business operating solely in the United Kingdom with a single product in its portfolio: gourmet chocolates. Today, Thornton’s has annual sales revenues of £221 million which are provided by 350 different cafes and retail stores, consisting of over 200 franchises that offer products via the Internet, in-store, and mail order. Thornton’s is a publicly traded company on the London Stock Exchange, with a current stock value of £99 per share (Bloomberg 2014). The company has, between 2012 and 2013, seen basically flat sales (221M in 2013 and 222M in 2014), which is a problem for achieving growth for this High Street firm. The company was, however, able

In pursuit of upscale segments of the market and an increased market share, Consumer Food Groups (CFG) purchased the rights to become a distributor of Montreaux’s European chocolate products in the United States in June 2011. As CFG is the division which produces confectionery products for Apollo foods, they contribute not only to one-third of the company’s total revenues and net income, but are a vital part of Apollo’s ranking as second in the global confectionery business. Upon acquisition of the rights for Montreaux’s chocolates CFG formed a new division, Montreaux Chocolate USA. Under the leadership of David Raymond as division manager and Andrea Torres