A FAIR TRADE FIRM

Divine Chocolate Brand’s Strategy Plan

Contents
WHAT I 'LL DELIVER

 History of Divine Chocolate

 Product Introduction
 Potential Customers
 Why innovation is needed?
 Strategy Plan
 Benefits of brand Strategy Plan

OUR MISSION

‘’Our customers wouldn’t need to go to a fine-Cafe, to

indulge in pure cocoa’’.

 History of Divine Chocolate

In 1997, the Kuapa Kokoo cocoa farmers' cooperation in Ghana voted at their
AGM to establish a chocolate business in order to gain a share of the lucrative
chocolate industry, and a year later, the first Divine bar was introduced in the UK.
Divine Chocolate was founded with the help of Twin Trading, Body Shop,
Christian Aid, and Comic Relief, with Kuapa Kokoo as the largest shareholder.

 PRODUCT INDVIDUALITY

Divine Chocolate hugely differs from a standard 'profit' business model; this is because the
company’s profit goes to their social programs and operational costs
  CHARACTERISTICS

 New Fair-Trade chocolates entering the market

 Interest Rate Economic Climate (Recession/ Boom)
 Taxes Fair Trade Company
 Social Entrepreneurship
 Eliminate poverty and ensure sustainability

 POTENTIAL CONSUMERS

40% UK'S POPULATION AND GLOBAL EXPANSION

Divine has a solid branding and sales in the United Kingdom and the United States, Tranchell is
eager to extend its global presence. It recently acquired a Swedish distributor and has "strong
revenues" in Scandinavia, Canada, and South Korea, but sees growth in new markets such as
Japan.

 Why innovated branding strategy?

1. SOCIAL ENTERPRISE

It is a business which is solely derived for social purposes.

2. BRAND/CONSUMER RELATIONSHIP

Important to increase consumer demand and inspire new consumers

3. CRM

To differentiate themselves, marketers must address the expansion of contact channels used by their
target markets.

4. PROFITABILITY

More consumers mean more traffic and more sales, thus helping more farmers in Ghana
  Problem Statement
65% OF YOUTH PREFER DARK -SUGAR ENRICHED COCOA, 35% OF ADULTS
PREFER SUGAR-LESS COCOA.

 Plan Essentials

WHAT WE NEED TO DO

 As the divine Consumers are expanding and we have a diverse range of consumers such as all
genders and all age fan base.
 There is a high need to entertain all customers.
 There must be a strategy to accomadate all age needs Divine needs to plan a range of flavors
with sugar concentrated /sugar free needs.
 We then need to advertise each flavor accordingly, such as modest advertisements for adults
and captivating for kids.

DID YOU KNOW?

80% OF CHOCOLATE, CRAVINGS START AFTER SEEING IT..

 Expected Outcomes
 ACCORDING TO TYPE

An advertisement of each flavor separately can enhance the targeted audience's interest. The
organization will need to divert a larger portion of income to this development plan, which may
reduce the amount of money it may devote to its goal of improving the health of Ghana's cocoa
farmers. While the organization will fell short of its goal in the short term, it would at least have
an incentive to build a more prosperous and hopefully long-lasting business venture.

 What Makes Divine Stand out?

PUREST INGREDIENTS

All the ingredients are purely handpicked by the farmers themselves.

Thus ensuring the fair and purest consumption of all the ingredients

 CERTIFIED FAIR TRADE

Fair trade certification contributes to factory operations.

  SOCIAL ENTERPRISE

The first and only Fairtrade chocolate corporation operated by cocoa farmers

 DIVERSITY

Needs to implement the diversity in their brand more profoundly to stand out among the best sellers

Suggested Cocoa Flavors

SO MANY TO MAKE AND CHOOSE FROM

 Vanilla-Chocolate amalgam
 Dark and white Chocolate
 Coffee and Cocoa Amalgam
 Customized chocolate shapes for kids

 How can Divine improve Brand equity?

THE ORGANIZATION WILL NEED TO DIVERT A LARGER PORTION OF ITS INCOME TO THIS DEVELOPMENT
PLAN, WHICH MAY REDUCE THE AMOUNT OF MONEY IT MAY DEVOTE TO ITS GOAL OF IMPROVING THE
HEALTH OF GHANA'S COCOA FARMERS. WHILE THE ORGANIZATION WILL FELL SHORT OF ITS GOAL IN
THE SHORT TERM, IT WOULD AT LEAST HAVE AN INCENTIVE TO BUILD A MORE PROSPEROUS AND
HOPEFULLY LONGLASTING BUSINESS VENTURE.

Tips for leveraging and Branding

HACKS TO KEEP IN MIND

 FOCUS ON ADVERTISEMENT

Advertise the Divine chocolate with different short stories. Feature some stars for adult advertisements
and cartoon characters for kids.

 TELL PEOPLE YOUR AIMS SOCIAL AIMS BEHIND THIS BRAND

Let your customers know that what are your social aims and how they are going to help farmers. As the
slogan says it all, '' Each bite of Divine contributes to farmer's prosperity.

References
Berardi, A. (2013) What does social enterprise offer the third sector in the UK, and how can
academic research contribute to the emergence of social enterprise within the research
context? Accessed on 5 May 2014
from: http://www.sosyalinovasyonmerkezi.com.tr/yayin/2020130001.pdf.

Christian Aid (2009) Stock the Choc. Accessed on 8 May 2014 from:

http://www.christianaid.org.uk/images/stock-the-choc-postcard.pdf.

Divine Chocolate (n.d.) Education Matters. Accessed on 6 May 2014

from: http://www.divinechocolate.com/us/good-stuff/news/2013/4/education-matters .

Divine Chocolate (2011) Divine Story. Accessed on 7 May 2014 from:

http://www.divinechocolate.com/us/about-us/divine-story.

Divine Chocolate (2012) Annual Report 2011-2012. Accessed on 6 May 2014

from: http://www.divinechocolate.com/uk/sites/default/files/img/pages.pdf.