The Day Chocolate Case Report
Day Chocolate Case Report
Table of Contents
Introduction 3
Consumer segment Day chocolate company 4
Day chocolates strengths and weaknesses. 4
Competitive advantage. 4
Strengths and weaknesses 5
Customer equity 6
Marketing mix 6
Opportunities & Threats 7
Day Chocolate marketing recommendation 8
Expansion 9
Conclusion 11
Reference List 12
Internet 12
Books 12
Introduction
The following report discusses the company named the Day Chocolate company. In this report we will take a close look to the case of this company. The Day Chocolate company is different than other chocolate companies as it pays attention to the ones that are making the chocolate: the farmers. The day chocolate company buys all cocoa at Fair trade prices, which means that the farmers receive a guaranteed minimum price for their cocoa. One of the goals of the company is to bring Fair-trade chocolate into the mainstream market but also to produce this chocolate for an affordable price and with a high quality. In this days customers are paying more and more attention to the wellness of the farmers. The day chocolate company is responding well to this need of the consumers. By taking a substantial market share, and paying fare prices to the farmers, often living of just a few dollars a week or even less, they try to help the farmers.
The origin of the day chocolate company lies in the United Kingdom. In 1997, together with NGO Twin Trading and The Body Shop, Kupua Kooko sets up the day chocolate company.
By introducing the Divine Fair trade milk chocolate bar into the UK confectionary market, the first farmer owned Fair trade chocolate bar is available for the consumer. In a short time the company gained a considerable market share.
In the upcoming chapters we will explain why this Fair-trade chocolate was such a success.
The source of this success can be found by looking at the segment that Divine is operating in and looking at the trends in this segment. But we
Table of Contents
Introduction 3
Consumer segment Day chocolate company 4
Day chocolates strengths and weaknesses. 4
Competitive advantage. 4
Strengths and weaknesses 5
Customer equity 6
Marketing mix 6
Opportunities & Threats 7
Day Chocolate marketing recommendation 8
Expansion 9
Conclusion 11
Reference List 12
Internet 12
Books 12
Introduction
The following report discusses the company named the Day Chocolate company. In this report we will take a close look to the case of this company. The Day Chocolate company is different than other chocolate companies as it pays attention to the ones that are making the chocolate: the farmers. The day chocolate company buys all cocoa at Fair trade prices, which means that the farmers receive a guaranteed minimum price for their cocoa. One of the goals of the company is to bring Fair-trade chocolate into the mainstream market but also to produce this chocolate for an affordable price and with a high quality. In this days customers are paying more and more attention to the wellness of the farmers. The day chocolate company is responding well to this need of the consumers. By taking a substantial market share, and paying fare prices to the farmers, often living of just a few dollars a week or even less, they try to help the farmers.
The origin of the day chocolate company lies in the United Kingdom. In 1997, together with NGO Twin Trading and The Body Shop, Kupua Kooko sets up the day chocolate company.
By introducing the Divine Fair trade milk chocolate bar into the UK confectionary market, the first farmer owned Fair trade chocolate bar is available for the consumer. In a short time the company gained a considerable market share.
In the upcoming chapters we will explain why this Fair-trade chocolate was such a success.
The source of this success can be found by looking at the segment that Divine is operating in and looking at the trends in this segment. But we