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Creating a Luxury Chocolate Brand

Vanessa Hernandez Christina Mastrangelo Kristina Nelson Stephanie Phang Michael Robledo

Current Day Chocolate Market

Chocolate is the leading confectionery segment in France and is worth 2.9 billion euro up 2.7% from 2011-2012. 31% of the French chocolate market is premium compared to 19% in Europe. French consumers are not necessarily brand loyal and two thirds of consumers will consumer 3 different brands.

The import value of chocolate in France is $493m

Seasonal and boxed assorted chocolates have been experiencing the fastest growth, and sales are expected to expand 13% between 2010 and 2015

25% of all chocolate launches have a seasonal positioning as chocolate is seen as an affordable, prestigious gift
Health is becoming a major driver in new product launches: in 2011, 10% of products were marketed as vegetarian, 7% as free from additives and 7% as organic. Premium products are popular, with over half of all sales bought as gifts.

The Future of Chocolate

Demand for cocoa is predicted to rise by 30% by 2020 based on past worldwide success.
Studies estimate that in about seven years, well need another million tons of cacao beans in order fulfill consumer desire.

BRIC nations with high populations and growing middle class are now developing a taste for chocolate. Rising disposable incomes and changing tastes will continue to drive growth in the industry overseas.

In future years, growers in West Africa are likely to receive just 3.5% to 6.4% of the final value of a chocolate bar, a disastrous fall compared with 16% in the late 1980s. Conversely, the manufacturers' share has increased from 56% to 70% (no incentive for workers).

Potential to become rare and very expensive because of excessive demand. Demand is going to exceed supply the chocolate market will get more competitive; survival of the fittest. Concerns around health and increasing regulation will mean chocolate becomes healthier in composition. Manufacturers are also more likely to source chocolate from ethical sources to meet aspirational buyers needs.

Growth in the Chocolate Industry

Prestige (gourmet) Chocolate: 6.6% growth since 2010 Gourmet chocolates, are imported or handcrafted (also known as artisan chocolates), and consumers are willing to pay more to enjoy this "everyday indulgence." Fastest growing segment of the chocolate industry Sales have increased at double-digit rates every year for the past seven years. Type of Chocolate: Organic chocolates 20% growth since 2011 Exotic flavored chocolates Chocolates with health benefits a. Grew 9% since 2009 High cocoa content chocolate Fair Trade chocolates a. Consumers pay a premium to ensure goods are produced in an ethical manner. Chocolate barks Seasonal and boxed assorted chocolates a. Have the fastest growth b. Sales are expected to expand 13% between 2010 and 2015.

Consumer and Market Trends

1. 2. 16 of the top 20 chocolate consuming countries are European 66% of chocolate is consumed between meals o o o 3. 43.4% said they prefer milk chocolate 23.27% said they prefer dark chocolate 13.21% said that they like both

22% of all chocolate consumption takes place between 8pm and midnight


More chocolate is consumed in the winter than any other season

Due to competition in the chocolate industry (especially high priced) o Packaging needs to stand out to get the customers attention.

United States
1. 2. 3. In 2001 Americans consumed 3 billion pounds of chocolate, which totalled $13.1 Billion in sales. In 2001 the sale of all other non-chocolate candy items combined was $7.6 Billion. Chocolate is North America's favourite flavor. a. 4. 52% of adults surveyed like chocolate best.

71% of North American chocolate eaters prefer milk chocolate.

When Do Consumers Buy Chocolate?

Chocolate has been incorporated 4 main public holidays: Easter, Valentines Day, Halloween and Christmas. People will associate these events with chocolate. Easter

Most chocolate is bought around Easter. 230 billion was spent on chocolate in April 2011.

Valentines Day 36 million heart-shaped boxes of chocolate will be sold for Valentine's Day. Chocolate is believed to bring smiles to the brokenhearted and to prompt amorous feelings in both men and women. Americans are expected to spend over $700 million on chocolate during Valentine's Day. In the U.S. more than twice as much chocolate is sold for Halloween than Valentines Day. 90 million pounds of chocolate are sold during Halloween week alone. In total, $1.9 billion is spent on Halloween candy each year.


Christmas In Europe prices tend to be low around seasons like Christmas, due to promotional discounts.

Why Consumers Buy Chocolate?

1. Healthy? a. b. Chocolate consumption has been scientifically linked to longer life. A few pieces of chocolate every month may make your life both sweeter and longer (according to the Harvard School of Public Health). 2. Chocolate is considered a major source of dietary copper, which is required for a healthy lifestyle. a. Cocoa and chocolate are also rich in minerals, such as magnesium and iron.


Antioxidants in Chocolate have been proven to reduce the risk of developing cancer or heart disease.

What Do Consumers Want?

45% - insisted they would be willing to pay more for "health enhancing" chocolate, according to a survey of 1,000 US adults. Consumers are concerned about the safety of their food supply along with other environmental issues so they want ethical products in the chocolate industry. Consumers want a real chocolate taste, and have began to steer away from conventional products that have added preservatives and colors. Consumers want a chocolate experience and rarity (indulgence) not just a bar with elaborate packaging.

Popular Chocolate Products

Chocolate Bar
o o o Standard and there is a direct association to chocolate. Always in demand! Greatest demand comes during holidays.

Heart shaped chocolates

o Flavors like cherry.

Gift boxes and Assorted packages

o Popular flavors include: cranberry, ginger, vanilla

Negative Ethics in the Chocolate Market

For the worlds biggest chocolate makers Hershey, Nestle, and Mars account for more than 35 percent of global chocolate production practices like child slave labor, rainforest demolition, and heavy reliance on GMOs are just a part of doing business.

A 2011 Tulane University study found a projected total of 819,921 children in Ivory Coast and 997,357 children in Ghana worked on cocoa-related activities in 2007-2008. (I use the term work loosely: That implies payment, when most of these children are in fact slaves who are imprisoned on farms, beaten for trying to leave, and denied any wages.)

They are also responsible for encouraging farmers to clear West African rainforests to make room for more cocoa plants, as well as mowing down the Indonesian and Malaysian rainforests for palm oil plantations. The multicontinent deforestation subsidized by Big Chocolate also releases tons of greenhouse gases and displaces indigenous peoples.


Brand Reputation Model

Online Reviews
It is well known for the intensity of its flavors and that makes it ideal for somebody like me who often has trouble nailing down the flavor notes in a chocolate

Of all prestige chocolate brands, Valrhonas texture is the textbook example of smoothness. To a connoisseur, it calms, relaxes, and soothes the palate and inner self into a medley of chocolate bliss.

The majority of Valrhonas chocolate have a light fruity or floral tone, as a result of the house style of light roasting

The touch, smell and taste will then confirm this first impression.

Valrhona: Brand Equity Pyramid

Valrhona: Brand Affinity

Valrhona: Affinity Octagon

Ethical and Sustainable?

Ethical Committed to fair trade New school in the Dominican Republic and a cocoa dryer funded in Madagascar. Provide support for the Terra Isara Foundation, the Paul Bocuse Foundation and the Robert Ardouvin Foundation, which all work individually and alongside the Fondation Valrhona pour le Got (Valrhona Foundation for Taste) for disadvantaged groups. Sustainable USDA Organic Use recycled paper and vegetable ink in packaging of their products.

What works? What doesnt?

What works:
Easy to understand the notes in the chocolate. Used by chefs. Affordability and available to the mass market.

What doesnt:
Not exclusive. No maison.


Brand Reputation Model

Online Reviews
How can you go wrong with anything Godiva related?

Whenever my boyfriend and I feel the need to indulge on pure chocolate decadence we get ourselves a box of Godiva. This is truly one of my undeniable guilty pleasures. I can practically down an entire box of Godiva truffles without hesitation

If you are thinking of buying chocolates for your loved ones, Godiva is definitely a place to visit. Godiva chocolates are freshly made and contain high quality ingredients such as premium cocoa beans and dairy butter. What I like

most about the Godiva chocolates is that they are not too sweet but still have a good texture and rich flavour

For those with a taste for fine chocolate and a love for truffles, Godiva Chocolatier is a top -notch company that offers tantalizing chocolates. Godiva has made chocolate for decades, offering immaculate satisfaction for the sweet toothed among us

If you love chocolate, you'll love this place! Be sure to bring an empty stomach in order to try all the delicacies.

Godiva: Brand Equity Pyramid

Godiva: Brand Affinity

Godiva: Affinity Octagon

Ethical and Sustainable?

Godiva supports sustainable practices and programs in cocoa growing countries of West Africa which directly benefit cocoa farmers with increased income. Committed to sustainable sourcing of 100% of cocoa supply by 2020. Godiva is a supporting member of the World Cocoa Foundation (WCF),promoting a sustainable cocoa economy through economic and social development as well as environmental stewardship in cocoa growing communities. Godiva supports cocoa growing communities in cocoa growing countries of West Africa -- supporting family scholarships which expand opportunities for women and support youth education. Godiva believes that protecting children is a shared responsibility across the cocoa industry. While Godiva does not own any cocoa farms, they strongly condemn forced labor or any practice that exploits, endangers, or harms children. The brand has a long-standing policy that requires all suppliers to be in compliance with all labor laws and regulations. Godiva sponsors the Lady Godiva Program which celebrates and supports inspirational women around the world and their causes. Their recent partnership with FEED Projects resulted in the funding of over 300,000 school meals for children in cocoa growing countries of West Africa.

What works? What doesnt?

What works: 1. Reliable and trustworthy company with a strong heritage. 2. Global brand recognition What doesnt: 1. EX: Godiva Gems available for purchase in department stores. 2. Exclusivity is lost because of easy access.


Brand Reputation Model

Online Reviews
Each of his offerings presents a different sensation to the palette ... spicy, sweet, bitter, pungent, subtle, et al.

The chocolatier has gained some serious accolades for his work: National Geographic's Inside Travel named him one of the
world's top chocolatiers, and has been awarded the Ruban Bleu, France's most prestigious confectioner's honor, a total of seven times.

They are made with the fine (and expensive) Venezuelan criollo cocoadifficult to grow but worth the price for its rich, mild

The chocolate is a consistent 73% Venezuelan Criollo throughout, furthering the focus on the individual flavors added to each chocolate.

The boutiques are minimally designed, creating a clean and stark atmosphere to showcase their own chocolate masterpieces. In an effort to underline the familys love of art.

RICHART: Brand Equity Pyramid

RICHART: Brand Affinity

RICHART: Affinity Octagon

Ethical and Sustainable?

They are not bean to bar Not fair trade Not direct trade Not organic Not ethical. Not sustainable.

What works? What doesnt?

What works? 1. Function 2. Inclusivity 3. Artistry What doesnt work? 1. Lacking empathy 2. Little exclusivity 3. One sponsorship as a social cause but little care about corporate social responsibility (an accommodative strategy to CSR)

Pierre Herme

Picasso of Pastry

Brand Reputation Model

Online Customer Reviews

Pierre Herme needs no advertising. It has already established itself as one of the best patisseries in Paris and the master himself has been dubbed 'the Picasso of Pastry' which I cannot dispute. -

He is definitely at the very top of modern ptisserie, the reinventor of macarons, the one who pushes boundaries. His creati ons are ingenious and often intriguingly inventive. Pierre Herm, you won my heart all over again.
- No pastry lover's trip to Paris is complete without a stop in Pierre Herm. At Pierre Herm, a cake is more than a cake -- it's a work of art. Colors, flavors, and textures are combined to create masterpieces for the palate and the eyes. You must throw all pastry caution to the wind and fully embrace the unique flavor profiles to truly appreciate Pierre Herm. -

Pierre Herme: Brand Equity Pyramid

Pierre Herme: Brand Affinity

Pierre Herme- Affinity Octagon

Ethical and Sustainable?

Pierre Herme is forthcoming about where he sources his products.

His butter comes from Charente, in the west of France, and his flour comes from Chartres,
southwest of Paris. He relies on cinnamon from Ceylon, and vanilla from Mexico, Tahiti, and Madagascar, which is then mixed in-house for just the right notes. He looks to southern Italy for lemons and to Spain for almonds.

Other than the location of where he goes for this products not much about his processes are ethical nor sustainable. There is no specific information regarding fair trade suppliers of his cocoa.

What works? What doesnt?

What works: Consumers love his unique and unusual use of flavors. Continuously creating new recipes and collections.

Legacy/ Popularity:Picasso of Pastry.

Considered to be a Edible Luxury. Affordable compared to other Paris shops.

What doesnt work:

Lacks plain and traditional flavors. Not much information on products and ingredients. Loss of exclusivity. Lack of ethical and social concerns.

Patrick Roger

My business is taste, without taste, it doesnt work.

Brand Reputation Model

Patrick Roger Online Reviews

Well, quality have a price and here, you have the best quality.When I used to live in Paris (I am a Parisian) I used to spend 20 euros every Saturday. I miss Patrick Rogers chocolate so so much. -Benjamin Scheider from Chicago (Google Reviews) Patrick Roger is the Tiffany of chocolatiers, right down to the little blue box. Only this little blue box gets me alot more excited than any necklace or ring ever could. With food, taste is always more important than appearance, but my God does Patrick Roger have the appearance down pat. These creations were the most beautifully stunning chocolates I have ever seen. Patty; San Fransisco, CA (Yelp) You can always count on a seeing something astounding in the windows of this master chocolatier. -Barbara Austin ( This Chocolatier is worth a visit. The store is beautiful and the smell is terrific! You can choose among several varieties of chocolate, make sure you choose flavours you like.It's not cheap, but its quality is worth it. I bought some as souvenirs and my beloved enjoyed it a lot. -Alaget from Sao Paolo (TripAdvisor) This is one place you don't want to miss in Paris specially if you are a chocolate enthusiastic. treat yourself in this wonderful place where art meets chocolate. Take your time when buying . get to know the story behind each chocolate kind. Mafshadeen (TripAdvisor)

Patrick Roger: Brand Equity Pyramid

Patrick Roger: Brand Affinity

Patrick Roger: Affinity Octagon

Ethical and Sustainable?

Fairly traded chocolate Featured in a documentary SemiSweet: Life in Chocolate
o o o Talks about how chocolate is made Raises awareness on chocolate issues Helps people find chocolate shops that use fair trade

Depending on the season and world events, he explores different themes.

o EX: Two giant polar bears in chocolate on one of the worktables was meant to raise awareness about the ice

shelves and global warming.

o o Attempts to get the message across in his stores. All of his chocolate sculptures have environmental and social messages.

Cote DIvoire
o Part of West Africa that produces more than half of worlds cacao, but exploits child labour.

What Works? What doesnt?

What works:

Mixtures of unique and surprising flavors incorporated with high quality

Popularity comes from his chocolate.

What doesnt work:

Sometimes the main focus is on big chocolate sculptures, loses the attention of his timeless pieces.

Affinity Octagon

* Major gaps can be found in empathy and social causes.

Lessons Learned
After carefully analysing and researching our competitors in the chocolate industry we learned that social causes are not a main focus and not much attention has been put into the scandals behind the industry (ie:child labor, work conditions, environmental deforestation). Also: 1. Competitors focus greatly on creating art with chocolate rather than the raw organic taste. 2. Market is growing in Paris, and shows no stopping, here will we gain credibility as a brand.

3. Exclusivity is low, sales have gone past just local Paris shops.
4. Authenticity of creating chocolate has been lost, more focused on the way it is presented and packaging. 5. We will take advantage of the gaps in the consumer trends such as social and ethical needs.

Creating Our Brand

Bon Voisin
Five business students with two things in common: a love of chocolate, and a huge passion for giving back. This passion for chocolate has been carried on since an early age from the holidays to a mexican hot chocolate drink in the winter. Not much interest was made into actually creating a business until we spent months living in Paris and a greater awareness of the chocolate industry and its negative impacts around the world became embedded within us. Our idea of going into this industry began when we realized we could combine both interests and bring authentic chocolate products to Paris.

Our Philosophy
We want to provide the highest quality of chocolate, beginning with a natural growing process, and ending in authentic chocolate creations.

Our Strategy

Proactive Corporate Social Responsibility We sustain our cocoa farmer, and they sustain us. o Small, local backyard farm in Ivory Coast, supplies only to us and we get our cocoa beans only from them. o Work directly with them to negotiate beans, pay, etc. and we even have an agricultural expert to help them when needed.

Other ingredients from only small farms, preferably within the Ivory Coast. o Ingredients such as: dairy, spices, fruits and nuts. o All will meet our criteria for sustainability. o These farms also have access to our agricultural expert and further their knowledge of how to sustain a cocoa farm ethically.

Why the Ivory Coast?

Ivory Coast

Located in West Africa

Closest cocoa farmers to the city of Paris, which leads to a small carbon footprint.

Bean to bar, so we go directly to the supplier to negotiate contracts and get the cocoa beans, etc.
We may pay high prices but this is to ensure that the farmers are getting paid fairly which is not normal for this area, also this will ensure top raw quality of ingredients.

Our Expertise

Expert Chocolatiers from France o All of our expert chocolatiers will have a minimum of 10 years experience in the field.

o o

Work specifically to create only high quality raw chocolate products.

Not globally recognized Also interested in the social and ethical issues behind the chocolate industry.

Agricultural expert, in the Ivory Coast. o o Will help farmers plant and sustain all of our cocoa trees in a natural, organic, and ethical way. Help regulate working conditions and ensure workers are paid fairly.

Will also be required to travel to other farms/ suppliers, to ensure everything is grown in the best way possible free from any unfair labor law.

Featured Chocolatier
Fabrizio Galla

Will design our 1st Signature Luxury Collection. o Will incorporate the finest cocoa beans with a italian flare.

His reputation will create buzz for the launch of our brand.

Master Pastry Chef & Chocolatier Member of AMPI: Academy of Italian Master Pastry Chefs

Operated and been the master pastry chef and chocolatier of Tre Colombe Pasticceria di Falchero

Reputation and Awards

Silver Medal World Pastry Championship, Phoenix 2010 Prize for Excellent Craftsmanship; Chocolate and Pastry by Piedmont Region 2009

2nd Place World Chocolate Masters Paris 2006

Silver Medal Carrara of Italy International Culinary Arts 2004

Our Maison
One walk-in shop located in Paris, near Saint Michel. o Kitchen is located within our shop.

Fully visible from the front, for customers to feel engaged.

Customers are informed about our products, ingredients, and processes. Simple and organic design of both chocolate and interior design of shop.

Our Signature Product

Luxury Chocolate Barks

o o o High quality raw chocolate flavors. Must be broken up when consumers comes in to purchase. Allow for a consumers experience by personalization and customized bags of chocolates. Specially pre-selected chocolate assortments chosen by our one and only chocolate expert.

Exclusive packaging for special gifts.

Our Maison

Opportunities For Our Brand

Major competitors analyzed lack heavily in 2 main areas: Empathy and social causes. Our brand will strategically focus in these areas in order to be successful and bring something different to the chocolate industry. How will we do this? 1. We will focus on a specific social cause, specifically in the areas of unfair working conditions and child labor. 2. Our brand will not support nor use any suppliers that are involved in any of these.

3. Our brand has a uniqueness that will be appealing to consumers as this organic and authentic concept of purchasing chocolate has not been greatly introduced to Paris.
4. We will stay away from using chocolate as an art form, although popular many of our competitors already are well known for these strategies.

Yes We Are Ethical

Direct trade: direct sourcing from farmers to ensure the following Fair payment to farmers and all workers. Exceptional working conditions. Highest quality of raw chocolate, no additional processing. Encourages quality on both parties (incentive).

Bean to Bar: process cocoa beans directly into products rather than melting it and molding it to product. Ability to create better chocolate Preserved the cocoa beans distinct flavors


Relationship with our farmers and suppliers

We know exactly how to measure organic products. No added preservatives at all!

We make sure to incorporate our philosophy into all aspects of our brand. This standard must be adhered by everyone who is involved in the creation of our products, this includes farmers, suppliers, and chocolatiers.

Our tools, processes, business strategies, knowledge base, core values and techniques are developed through extensive research and a passion for our practice in the luxury chocolate industry.
We have a unique image that allows our personality to be reflected on our business and everything that we produce. We focus on the green movement and corporate social responsibility Environmentally aware when purchasing and developing packaging. No use of plastic, everything can be recycled.

Main Objective
To create chocolate products that are derived from raw and pure ingredients, everything we acquire is held in the uttermost sustainable and ethical way possible. We want to offer our customers authentic chocolate recipes that are carefully designed to meet their expectations each and every time. Our products are held up to the highest standards required in the chocolate industry.

Our Target Market

Geographic Demographic Psychographic Eco-friendly Ethically conscious Chocolate lover Organic REFORMER
loves natural simplicity

Paris, France

Men and Women Ages 25-60 Middle Class to Upper Class Steady Income

How will we be structured?

Top of the pyramid Brand will dominate client (not lose exclusivity) Overcome three important obstacles of luxury:

o o

Cultural: already common, just focus on appreciation of high-quality

Logical: finding the maison as an experience, not just a place for purchase Time: time distribution, new flavors during seasons/months

Attract people who are looking to share and enjoy the high-quality chocolate made in an ethical way Classic chocolate flavors the are available everyday for consumers New flavors every month to keep the exciting WOW factor Exclusive and more expensive chocolate due to raw ingredients

Brand Equity Pyramid

Brand Affinity

Affinity Octagon

Brand Reputation Model

Positioning Map

Affinity Octagon: All Brands

Press Release
Grand opening of Bon Voisin in Paris, starring a luxury collection by Fabrizio Galla. December 11, 2013- Bon Voisin is set to open its shop doors on December 15 in Paris, France. The focus of this shop is to create authentic chocolate products made from the highest quality of raw cocoa beans. Bon Voisin brings uniqueness to the chocolate industry by being the first to introduce luxury chocolate barks to the city of Paris. Five young American entrepreneurs created the idea behind Bon Voisin. Each brought a unique inspiration to the brand. Bon Voisin is a brand that shares a passion for sustainability and the form of chocolate as a gift. They work with a cocoa plantation in the Ivory Coast to grow their beans sustainably and ethically and oversee all operations every step of the way. Bon Voisin focuses on the raw taste of the cocoa beans, we don't believe in offering anything less than high quality chocolates to our customers. -Stephanie Phang, Co-Founder.

To celebrate the grand opening of Bon Voisin Fabrizio Galla, a accredited chocolatier will be creating a one time signature luxury collection of assorted chocolates with an italian flare.
To learn more about Bon Voisins grand opening visit