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Brand perception of a leading chocolatier in the US and Japanese markets

Background

Through their retail activity in the UK, Godiva had identified US and Japanese consumers as high value purchasers of their products.  They were therefore looking to introduce a new range of authentic Belgian chocolates to key retailers in each of these countries as well as reviewing the offer in duty-free outlets. 

As part of developing the overall marketing and communications strategies for each country, we were asked by the creative marketing agency, RH Partners, to prepare a research project to inform on the key target audiences attitudes towards the Godiva brand and its products. 

Additionally, we were also asked to explore their consideration process when purchasing luxury chocolates. 

Challenge

Godiva wanted to refine its product offer for the US and Japanese markets and also identify any potential barriers to purchase among its target audiences. In addition to understanding the level of existing brand awareness and perceptions towards the brand, this project required respondents to review different chocolate selections (pack sizes, pricing and the range of the chocolates) and completing a taste test.

Solution

We undertook a series of depth interviews which were conducted with passengers “Airside” at Heathrow Airport in facilities located close to the departure lounges for both the US and Japanese International flights. We were supported by BAA who provided the facilities and escorted our research team through the various security checks required. One member of our research team was a native Japanese speaker – ensuring that potential cultural barriers as well as language did not present an issue when assessing the research results.

Outcome

The research confirmed the acceptance of a new range of chocolates and provided clear guidance on the preferred make-up and price points of the chocolate selections as well as the key drivers to purchase. The product range has since been introduced to the US and Japanese markets. The research also provided consumer insights which were used to develop the key brand values and personality for each country’s target audience.