Published by MBA Skool Team, Last Updated: December 26, 2017
Marketing Strategy of Ghirardelli analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Ghirardelli marketing mix, help the brand succeed.
Ghirardelli marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Ghirardelli Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Ghirardelli Product Strategy:
The product strategy and mix in Ghirardelli marketing strategy can be explained as follows:
Ghirardelli is a world-renowned chocolate brand, which is of high quality. A variety of Ghirardelli chocolates are available in different shapes and sizes. The various kinds of bars and small square shaped chocolates are available that adds to the appeal. Ghirardelli also sell chocolate sauces and drinks as a part of its marketing mix product strategy which acts as a differentiating factor compared to the competitors. They provide a large number of options for gifts and flavours, treats and snacks. They also make special packages for business gifts, bulk and wholesale and professional food services. Ghirardelli also provide recipes for a variety of products.
- FLAVORS - Milk Chocolate, Dark Chocolate, Chocolate with Caramel, Chocolate with Nuts, Chocolate with Fruit
This gives an insight in the product offerings by Ghirardelli chocolates.
Ghirardelli Price/Pricing Strategy:
Below is the pricing strategy in Ghirardelli marketing strategy:
Ghirardelli run various kinds of promotional pricing and deals to attract the customers.
Ghirardelli have a Cyber Deal where they sell their chocolates at discounted prices for a particular minimum order value like $10 off on purchase of $50 or more. They also give free cocoa samples with every order. They follow bulk pricing strategy in their marketing mix where they sell a bundle of 40 pieces of chocolates in a gift bag at typically $20 to $23 and a bag of 100 pieces of chocolates at a price of about $50. They also have smaller SKUs costing $1, $5 and $15 etc. Ghirardelli also provide free shipping for orders between $60 - $300 and flat $5 shipping rate for orders below $60. These are the online prices on their website. Ghirardelli also sell gift baskets which could cost from anywhere between $100-$300. They are a premium chocolate brand and charge their prices accordingly.
Following is the distribution strategy in the Ghirardelli marketing mix:
Ghirardelli is available globally in grocery stores, vending machines, wholesale clubs, gas stations, malls, hospitals, department stores. It can also be purchased online from Amazon, eBay etc. or from their website.
Ghirardelli, due to its strong distribution is present at all major retail stores, airports, groceries etc.
Ghirardelli Promotion & Advertising Strategy:
The promotional and advertising strategy in the Ghirardelli marketing strategy is as follows:
Ghirardelli uses many media channels to ensure the brand is advertised to its customers. They organise chocolate festival at Ghirardelli Square, San Francisco, California where the entire profit is donated to the non-profit project Open Hand who serve meals to the elderlies and ill patients. There are various activities organised in the fest to promote the brand. Ghirardelli Chocolate Earthquake Ice Cream Eating Contest is organised where contestants eat the sundae without using hands. There is a chocolate school tour where people are shown the entire chocolate making process. Ghirardelli Peppermint Bark Squares Commercial shows the beautiful chocolate being enjoyed by a beautiful woman which targets the adults and has a slogan “Get them before they disappear” which creates a sense of urgency and exclusivity in the mind of the consumers and help in selling their products faster. In another commercial they target the urban working class where they show how having a Ghirardelli square after a daylong of work is the moment of pleasure one can enjoy and treat oneself to. In the commercial Discover the 'Heart of Ghirardelli' they showcase the premium aspect of their products. They show how the chocolate is manufactured with perfection and cater to the urban society and it also focuses on the deliciousness of the squares. Hence this completes the marketing mix of Ghirardelli.
The Ghirardelli company was founded by Domenico Ghirardelli who went to California after working in South America. In 1852 the chocolate company was incorporated and became the third oldest chocolate company in the United States. Ghirardelli was born in Italy and learnt the ins and outs of the chocolate business by working as an apprentice in the local candy shop.
It is a wholly owned subsidiary of the holding company Lindt and Sprüngli based out of Switzerland. They control all the aspects of the manufacturing process and reject more than one third of the seeds to select only the best quality seeds to manufacture their chocolate.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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