Premium Coffee Collection

Rebranding

Project
Description

DESIGN BRIEF

- The goal of this rebranding project is to expand the current product offerings into something that people can use on a daily basis, and making the homemade coffee process into an enhanced daily ritual.

- Aiming to elevate the sensory experience by lifting the everyday coffee brewing process to a premium level.

DURATION

14 Weeks

This is GODIVA

GODIVA Chocolatier is a manufacturer of premium chocolates and related products. The company was founded in 1926 in Brussels, Belgium, by the Draps family. The company was purchased by the Turkish Yıldız Holding in November 2007. Later MBK Partners bought a stake in 2019.

With the mission statement to go global and to promote a high quality product and service, Godiva chocolate is made to bring sheer delight to their customers.

Brand Value
Propositions

REPUTATION & HISTORY

Godiva has a long history of producing chocolate products and authentic Belgian heritage dating back to the early twentieth century, both of which add to the company’s reputation as a high-quality producer of chocolate products.

QUALITY PRODUCTS

Godiva offers a wide range of high quality chocolate products that it produces at its manufacturing facilities in the US and Belgium using premium ingredients and a traditional recipe.

BROAD SALES REACH

Godiva operates an extensive network of hundreds of retail outlets across North America, Asia Pacific, and Europe, and operates an online store through which customers can browse and order products at their convenience.

LUXURY EXPERIENCE

Godiva has positioned itself as a provider of luxury products, offering customers a high-end experience including luxury packaging and excellent customer care.

Competitors
Research

POSITIONING MATRIX

- At lower price points, Mars, Hershey, Nestle, and Ferrero Rocher were inching up to “premium,” higher-priced offerings

- GODIVA tries to reach lower price market, which means the brand is gaining more competitors in the market

Current
Struggles

DECLINE IN FINANCIAL PERFORMANCE

- GODIVA has experienced declines compared to 2016, a 1.2% annualized decline over the five years to 2020

CLOSING STORES

- Due to decrease in demand for in-person shopping during the pandemic, Chocolatier Godiva will be shuttering its 128 store and café locations across North America in March, 2020.

SWOT Analysis

Strength

COMPANY SIZE

Larger than average, GODIVA has greater financial & competitive advantages

INTELLECTUAL PROPERTY

GODIVA has 2 patents, indicating defensible intellectual property & the ability to provide unique product offerings

Weakness

DECLINES IN REVENUE

GODIVA has experienced declines compared to 2016

NO OUTSIDE CAPITAL

GODIVA has not raised any outside capital recently, indicating the company may be subject to disruption by more innovative firms

Opportunities

LARGE MARKET

The company is operating in a $31B industry

GROWING MARKET

The general industry has been growing, which also gives all companies in the industry an opportunity to grow

Threat

NEW ENTRANTS

There has been an increase in companies in chocolate industry, suggesting barriers to entry are not sufficiently high to keep competition low.

New Directions

EXPANSION STRATEGY

GODIVA is planning to expand their market to coffee bars and pastry products. GODIVA will have to compete with chains like Starbucks, where CEO Young-Scrivner worked earlier on.

MORE ACCESSIBLE

Even before COVID-19, GODIVA planned to increase the product distribution, which included supermarkets and drugstores to make their products more accessible.

DIGITAL SPACE

GODIVA is focusing on marketing strategy on the digital world, expanding into further platforms on Snapchat and Pinterest which offer their own unique ways to interact with their customers.

Bring GODIVA home, to everyday life.

COFFEE RITUAL WITH GODIVA

Making the homemade coffee process a ritual at home. GODIVA can launch a set of homemade coffee collection along with their coffee product line. The idea is to make customers have a zone out time and a complete experience with GODIVA’s products at home.

Shop-quality drinks will be made at home

Impact of the pandemic changes the US workplace as more consumers work from home

Consumers will commute less and thus be less likely to visit a foodservice outlet for a prepared coffee beverage.

Increased interest in machines that provide premium and high-quality coffee drinks

Spending money on premium coffee

More workers will want to treat themselves to great tasting, high-quality coffee when work from home

Overall interest in premium coffee will likely increase as consumers reduce their foodservice coffee expenditures.

Premium and foodservice-branded coffee will be affordable luxuries

Coffee-making is no longer all about speed

Consumers look for slower, less frantic ritual to include in their day, and beautiful appliances to add to their kitchen

Coffee makers have an important place in the home, where they enhance cherished morning or after-meal rituals

The rituals of coffee making are elevated to an art form with glass equipment, which shows off the full theatre of the process

Chocolate & Coffee Pairing

Both coffee and chocolate have a lot of flavor combinations in common

Most frequent pairing options: Chocolate flakes/chocolate powders added into coffee, chocolate and coffee served separately

Dark roasts coffees taste exceptionally good with dark chocolates

Coffee Maker
Positioning

POSITIONING MATRIX

- Most coffee makers brew within 10 min, except cold brew and cold drip methods that will take extra long time

- Few products that put emphasis on the sensory experience, mostly speed-focused

- An opportunity for GODIVA to have a complete and pleasant experience for making coffee with relatively efficient speed and time

Creative Directions

Enlighten

Turn coffee making process to a ritual to evoke a premium vibe. Bring the light to people’s home and everyday life.

Tranquility

Bring the sense of tranquility to people’s everyday life, and give people a zone out moment when making coffee at home

Soft Curves

Forms of the design should embrace a softness through the usage of curves

Fluidity

Using transparent glass as the main material, the curves form a nice flow, as the liquid

Layered Transparency

The coffee maker and serving cups will use the transparent glass as the material. Layer of transparency will create a mesmerizing refraction during the brewing process.