Since

1885

Ownership Recent

Growth

 Canadian Premium Rogers

Chocolate Market

Chocolate Market

Place

Godiva

Bernard

Callebaut

Lindt

Purdys

Head office and flagship store located in Victoria, BC

Production factory located 8 kilometers away from head office

11 retail outlets owned and operated by Rogers

Focus placed on high-quality, hand wrapped premium chocolates A large variety of sweets, chocolates, and related products are currently being produced

Production of premium ice cream novelty treats has recently been developed

24 000 square-foot manufacturing facility 110 non-unionized retail and production employees 20 employees in management, administration and sales

Four major sales channels: Company owned retail stores

Wholesale of chocolate products

Online/mail order sales

Sales from Sams Deli

 11

stores currently in operation Seasonal booths set up at ferry terminals Stores located predominantly in BC

 Responsible

sales Sales have recently dropped due to orders being reduced or eliminated by large accounts Profit margins in wholesale are approximately half of the margins found in retail

for approximately 30% of

 Responsible

sales Underutilized sales platform

for approximately 10% of

 Responsible

sales Cafeteria style deli in the Inner Harbour in Victoria

for approximately 10% of

Premium chocolate manufacturer Affluent customer Customer Base Branding Advertising Website

Income statement

Balance sheet

Cash flow statement

Past President Jim Ralph (1989-2007)

Grew wholesale business Involved in Rogers operations

Current President Steve Parkhill

Previous senior management experience and leadership qualities match requirements in Workopolis Job Add Shareholder

Vice President of Sales and Marketing Kate Phoenix (1994-present)

Responsible for 4 markets Supervisor of several staff Develops the marketing plan Assists at Sams Deli Delivers product to stores if required Background includes information systems work and management roles at Gidden Shareholder

Vice President of Production Ray Wong (1990-present)

Responsible for production Works at the factory Works closely with 2 of Kates reports Developed all of the internal production planning systems Background includes knowledge in food sciences and material requirements planning Does not own shares

Vice President of Finance and CFO Bjorn Bjornson (1997-present)

Responsible

for finance functions Maintains books by hand Background includes CFO at Pacific Coach Lines, financial management and retail, as well as acquisition and dispositions

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.

Customers Franchising On-line business Olympics Increase number of stores in Vancouver Extend product line ice cream, sugar free chocolate Concentrate efforts outside of B.C. Acquisition, JV Brand image Re-invention Increase internal capacity

Double or triple the size of the company within 10 years.

Rogers Chocolates is a company grounded in history and traditional. While it has survived and grown for over 120 years, it now faces a new challenge: to double or triple its size within 10 years. How can a company with major marketing problems achieve such a goal?

Target Market
Heavy Users Affluent Customers Aging

Brand
Awareness Polarized Traditional Image / Packaging

Package Redesign On Selected Products Expanded Advertising Mainly In New Media Vancouver Market

Current Locations Expansion

Other BC Locations

Who we are... Where weve been... Where we are going... And how well get there.

Come join the sweet life!

http://www.sanfranciscosentinel.com/?p=19552 http://www.godiva.com/subcategory/chocolate-collectionstreats/dark-chocolate-gifts/id/90.gdv http://www.nestle.ca/en/index

http://www.bernardcallebaut.com/

http://www.lindt.com/ca/swf/eng/lindt-chocolate/ http://www.purdys.com/Dark-Chocolate-Assortment-P21C3.aspx http://www.rogerschocolates.com/ http://www.victoriatravelguide.com/vanvouverisland/chocolate-vancouver-island.htm http://www.zimbio.com/pictures/_jhOfjrqny_/Chocolate+Produc tion+Continues+Cadbury+During http://www.progressad.com/ http://www.phone-numbers-search.com/ http://www.fotosearch.com/photos-images/errand.html