Godiva Consumer Profilling
Autor: goude2017 • January 29, 2018 • 1,502 Words (7 Pages) • 695 Views
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Our survey however shows that our respondents voted for overseas celebrities to be the spokesperson of Godiva (see Appendix A number 13). This implies that overseas celebrities might have slightly greater influence on Godiva consumers in Hong Kong.
In short, we believe that utilizing social media such as Facebook, Instagram and Youtube will be beneficial to promote Godiva. Furthermore, to attract more people and allow better understanding of Godiva, advertisement can be conducted in both Cantonese and English. To optimize Godiva sales, more promotion that engages and or encourages consumer to invite their family and friends to purchase the product could be organized too. Lastly, despite Godiva is doing well with its trademark on classy food photography, perhaps it may increase its audience coverage by appointing influential international public figures to represent the brand.
References
Camila, S. (2012). Chapter 4: The Marketing Enviroment. Godiva. Retrieved from http://shirleyyoumustbekiddingme.blogspot.hk/2012/09/chapter-4-marketing-enviroment.html
Flander Investment and Trade. (2016). Chocolate Confectionary Sector report in Hong Kong (pp. 4, 6, 10). FLANDERS INVESTMENT & TRADE. Retrieved from http://www.flandersinvestmentandtrade.com/export/sites/trade/files/market_studies/Chocolate%20Confectionery%20Market%20in%20Hong%20Kong%202016%20(new%20version1).pdf
Go-globe. (2015). Social media Usage in Hong Kong – Statistics and Trends. Go-globe. Retrieved 11 February 2017, from http://www.go-globe.hk/blog/social-media-hong-kong/
Statista,. (2015). Hong Kong: social network penetration 2015 | Statistic. Statista. Retrieved 11 February 2017, from https://www.statista.com/statistics/412500/hk-social-network-penetration/
Valdez, C. & Edwards, D. Godiva Chocolatier’s Strategic Message Planner (p. 1). Retrieved from https://portfolios.journalism.ku.edu/carynn-valdez/files/2014/11/SMP-Godiva1.pdf
GODIVA X Angelababy 共享尊崇巧克力主題晚宴. (2014). YouTube. Retrieved 11 February 2017, from https://www.youtube.com/watch?v=MS5ko3jzJmk
Appendix A
Survey Result
- What is your age? (Remarks: Those who are under 29 years old are not included)[pic 1]
#
Answer
%
Count
1
Below 20
6.67%
2
2
20 - 29
16.67%
5
3
30 - 39
50.00%
15
4
40 - 49
13.33%
4
5
50 or above
13.33%
4
Total
100%
30
- Gender[pic 2]
#
Answer
%
Count
1
Male
21.74%
5
2
Female
78.26%
18
Total
100%
23
- What is your monthly income?
[pic 3]
#
Answer
%
Count
1
Below $10,000
21.74%
5
2
$10,000- $15,000
30.43%
7
3
$15,001- $20,000
21.74%
5
4
Above $20,000
26.09%
6
Total
100%
23
- What is the highest level of education you have completed?[pic 4]
#
Answer
%
Count
1
No schooling completed
0.00%
0
2
Primary school graduate
0.00%
0
3
Secondary school graduate
13.04%
3
4
Associate degree
8.70%
...