follow the instructions on the attached file thoroughly.

Case

The Making of Godiva Gems: From Luxury &Expensive to fast Casual Amendment of extract from Godiva Gems and Communispace for B2C Listening,Communispace,2010. Source.Grewal&Levy,August2011

UnitedStates:

Faced with the recent severe economic down turn,the luxury chocolatier Godiva set out to determine how its customers in the UnitedStates were changing too.Godiva‘s premium products generally had been purchased and gifted only on special occasions.But in amembers-only online community,called ChocolateTalk,Godiva asked customers for their insights,in the hope of discovering where and when they buy chocolate—Godiva or any other brand.

Theresults?PeoplebuyGodivaforspecialoccasionsforotherswhomtheycareabout

orwanttoimpress,especiallyduringtheholidayseasonandfortheirbirthdays.But truechocolateconnoisseursstillexpressedtheirpreferenceforpremiumchocolate,asopposedtolowerendbrands.BecauseGodivasellsinmallboutiques,purchasingthechocolatesrequiresaspecialtriptothemall—acceptableforaspecialoccasionbutnotforanimpulsetreat.Therefore,whenchocolateloverswantedtobuyatreatforthemselves,theyboughtpremiumchocolatefromthegroceryordrugstorewheretheyshoppedregularly.

Buyingchocolateforthemselvesandeatingitallpromptedfeelingsofguiltinalotofthesecommunitymembers.ThusGodivarealizedthatpeopleenjoyedsharingchocolatewithco-workers.Inthissetting,theindividuallywrappedofferings,suchasLindorTrufflesandGhirardelliSquares,wereveryappealing.

Thecompanyputalltheseinsightstogethertoarriveatanewproductconcept:premiumchocolate,availableinregularretailchannelssuchasgrocerystores,presentedasindividuallywrappedtreats.Insodoing,Godivaalsowasencouraginganewconsumerbehaviourforitscustomers:casualpurchasesofluxuryGodiva chocolates.

ThenewGodivaGems,stand-upbagsofindividuallywrappedtruffles,areavailableatdrugstoresandgrocerystores.Theextensive,technology-enabled marketresearchthatGodivaundertookindevelopingthisproductledtoitswidespreadandgreatappeal.GodivaGemsmaystillsoundluxurious,buttheyarenotjustforspecialoccasions,norjustforothers.Theyencouragetreatsforoneself,onamorefrequentbasis.

Tasks:

YourtaskfortheSingaporemarket:

In consideration of the above information ,you arerequired to make recommendations for the following key components of amarketing plan for Godiva Gems.

Part1:Segmentation-Targeting-Positioning strategies

Part2:MarketingMixStrategies

Writeyournameclearlyonthecoverpage.

Yourassignmentshouldbetype-written.

Spacing1.5ordouble,withfontsize11 Arialorsize12TimesNewRomanand

Justified left.

Pagesshouldbenumbered.

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Thepenaltyforplagiarismshallbeazerograde.