GODIVA

GODIVA CHOCOLATIER – NEW TRUFFLE LINE LAUNCH

Challenge:

• Position the truffle category for growth – previously representing 2% of sales

Solution:

• Develop an innovative production technique partnering with the chocolatier, to deliver a spherical ball outer shell
• Analyze flavors sold in existing items, competitive products and food trends to provide flavor direction
• Design new packaging/presentation for the line
• Implement 360* marketing program for launch
• Establish ongoing product refreshment
• Integrate product into seasonal collections

Results:

• Extensive PR placements in food & lifestyle media
• In-store launches at key retailers - Bloomingdales, Saks, Neiman Marcus, company stores + more
• Year 1 overachieved forecast garnering 10% of all sales (driving incremental sales of 8pp)
• Today the Truffle line represents 25-30% of all sales and is the most popular product type

GODIVA CHOCOLATIER – PROFITABILITY ROADMAP

Challenge:

• Maximize profitability across product segments
• Determine where to invest/divest to achieve improved profit margins

Solution:

• Segment product line (Seasonal, Basic Ballotins, Bulk Chocolates) and analyzed categories for sales and profitability trends
• Develop/implement attack plan for each segment establishing profitability requirements, volume minimums and innovation tactics

 Results:

• Delivered profitability increases of 20-25% on seasonal segment, operational improvements for Basics and sales growth across all categories
• Basic Ballotins: reenergized segment by updating collection, adding top individual pieces into assortments and revised pricing structure
• Seasonal Collections: Created profit/product roadmap for each of eight seasonal collections detailing cost structure for each collection item
• Bulk Chocolates: Established parameters for planning/production to ensure effective presentation with limited risk