Ghirardelli Marketing Mix (4Ps) Strategy

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Marketing Mix of Ghirardelli analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Ghirardelli marketing strategy. The article elaborates the pricing, advertising & distribution strategies used by the company.

Let us start the Ghirardelli Marketing Mix:

Product:

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.

- CHOCOLATE & GIFTS

- HOLIDAY - Holiday Baskets & Towers, Holiday Boxes, Holiday Gift Bags, Holiday Tins, Holiday Favourites, Peppermint Bark, Stocking Stuffers

- GIFTS & BASKETS - Baskets & Towers, Boxes, Gift Bags, Tins, Favours & Party Gifts, San Francisco Gifts, Hostess Gifts

- GIFTS BY OCCASION - Thank You, Congratulations, Anniversary, Birthday, Sympathy

- TREATS & SNACKS - Squares & minis, Hot Cocoa Mixes, Bars, Chocolate Covered

- 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.


Image: flickr.com/photos/slgc/


Price:

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.


Place:

Following is the distribution strategy of Ghirardelli:

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.


Read more about Ghirardelli marketing strategy: Ghirardelli SWOT Analysis & Competitors

Promotion:

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.


About 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.

Browse 4Ps Analysis of more brands and companies similar to Ghirardelli Marketing Mix. The Marketing Mix section covers 4Ps and 7Ps of more than 300 brands in 2 categories.

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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only.

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