PACKAGING Europe · Singapore · China Retailer/Shop :

 

 

 

 

 

 

 

 

 

 

PACKAGING DESIGN

DASEIN
ACADEMY OF ART

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Course

:

Diploma
in Graphic Design

Name

:

Tnee
Shi Fu

Student No

:

DGD
162-081

 

 

 

 

 

 

 

Design
Objective

·        
To create a sustainable packaging of
GODIVA for the upcoming World Environment Day to promote itself as a green
business who also concern about the current environmental issues in other hand
to introduce Belgium’s unique style of elegant and sophisticated chocolates to
the chocolate lover in Malaysia.

 

Position
Statement

·        
The leader in the premium fine chocolate  

o   
Creation of chocolate with nut flavour
which now known worldwide as the classic Belgian Chocolate.

o   
Creation of Fabiola to celebrate the engagement of Queen Fabiola to King
Baudouin I.

o   
Creation of Autant to commemorate the 1939 premiere of the film Gone With
the Wind.

o   
Creation of Comtesse, which celebrated Lady
Godiva herself.

Overview
of the Organization

Industry

:

Manufacturer
of premium fine chocolates

Founded

:

1926

Founder

:

Pierre
Draps Sr.

Originate

:

Brussels,
Belgium

Area served

:

Worldwide:

·        
Hong Kong

·        
Malaysia

·        
U.S.A

·        
Macau

·        
Indonesia

·        
Japan

·        
Taiwan

·        
Thailand

·        
Europe

·        
Singapore

·        
China

 

 

 

 

Retailer/Shop

:

More
than 600

Products Price Range

:

RM
20 to RM 800

Products/Services

:

Ice
cream, desserts, biscuits, cookies, cocoa, coffee, shake, chocolixir,
truffles, sweets, chocolate liqueur, chocolate bars and packaging for
occasion (can be customized)

Commitment on Community

:

Member
of:
·        
World Cocoa Foundation (WCF)
·        
Cocoa Horizons Foundation
·        
Roundtable on
Sustainable Palm Oil (RPSO)
 
Partner
with:
·        
Save the Children
 
Founded:
·        
The Lady GODIVA
Program
 

 

1.     
Background
& History

Year

Incidents/Events

1926

Pierre Draps Sr. open a
chocolate shop in Brussels, Belgium
and named its name in honour of the legend of Lady Godiva (inspired by the boldness, passionate and graceful of
Lady Godiva).
 

1937

Pierre Draps Sr passed away his
children took over his business.
 

1958

First
GODIVA shop outside Belgium opened
in Paris.
 

1966

GODIVA’s
products reached the United States.
 

1967

GODIVA
was purchased by the Campbell Soup Company.
 

1968

GODIVA
was appointed as an official chocolatier to the Royal Court of Belgium.
 

1972

GODIVA
had opened its first international Boutiques in Paris, New York City’s Fifth Avenue.
 

1978

Company
named a new president Albert J.
Pechenik. Under his leadership the company expanded became larger and
opened the first outlet in Japan.
 

1982

Albert Pechenik resigned as
president and his position was taken by Thomas
H. Fey.
 

1991

David L. Albright was named to
replace Thomas Fey as the company’s
president.
 

1993

Introduction
of the Café Godiva line of gourmet
coffees and a chocolate liqueur made in conjunction with Seagram’s.
 

1994

Began
a chain-wide redesign of its stores by abandoning the jewelry-store look and
adapted Art Nouveau movement.
 

1996

Came
out the idea of creating small retail kiosks in shopping malls.
 

1998

The
president Archbold van Beuren
introducing a new line of cookies.
 

1999

Introduced
a line of ultra-premium ice cream in conjunction with Dreyer’s/Edy’s Grand Ice Cream.
 

2001

Introduced
a number of new chocolates (Romaine,
Noix Macadamia, Nippon, and Creole pieces).
 

2003

Norman Love’s G Collection of chocolates
is added.
 

2007

Campbell Soup Company sell the GODIVA
to Yildiz Holding.
 

 

 

 

 

 

 

2.     
Vision

·        
To own the ultimate
chocolate experience that inspires passion for our brand around the world.

 

3.     
Mission

·        
To go global by deliver a high
quality products and services to bring sheer delight to the customers.

·        
To build on its success, and expand its breath of brand awareness
by pushing to be the best of everything chocolate.

 

·        
Expanded beyond its
traditional chocolate business by innovating and introducing new product
categories, keeping up to local festivals and developing new marketing
campaigns.

 

Target
Audience

1.      Demographic

Gender

:

Male
and Female

Occupation

:

Managerial

Age
Range

:

25
– 35

Educational

:

Diploma/Degree

Income
Level

:

RM
4000 – RM 5000

 

2.      Psychographic

·        
Likes high degree of craftsmanship.

·        
Have a preference for premium products.

·        
Indulge in something exquisite.

·        
Looking for a higher level of prestige
lifestyle.

·        
Looking for something which pleasant to
their eyes.

·        
Looking for sweetness enjoyment.

 

Unique
Selling Point

·        
Using Non-Genetically
Modified Organisms ingredients in their products making.

·        
Using only 100% cocoa butter
in their products making.

·        
Using a traditional method
called conching to ensure purity
and homogeneity of the chocolate.

·        
All the fillings for the chocolates
are all hand-prepared in the kitchens.

·        
Having more than 90 years of
experiences and expertise in this industry.

 

 

 

Tone
& Manner

·        
Exquisite, Elegance, Unique, Organic

 

Competitors

Founded

:

1983

Founder

:

Yasuhiro
Yamazaki

Originate

:

Sapporo,
Japan

Area served

:

Worldwide

Product Price Range

:

RM
25 to RM 500

Products/Services

:
 

Dacquoise,
Financier, Lurumaro Chocola, Madeleines, Nama Chocolate, Nutty Bar Chocolate,
Petite Truffe, Royce’ Chocolate Bars, Royce’ Pure Chocolate, Potato Chip
Chocolate, Popcorn, Baton Cookies, Wafers, Prafeuille Chocolate, Criollo
Chocolate.
 

Commitment on Community

:
 

Member
of:
·        
World Cocoa Foundation (WCF)
 

 

 

 

Founded

:

1988

Founder

:

Angus
Thirlwell
Peter
Harris

Originate

:

United
Kingdom

Area served

:

Worldwide

Product Price Range

:

RM
50 to RM 1000

Products/Services

:
 

Batons, Slabs, Rare
Vintage Chocolate, Enrobed Fruit & Nuts, Cookies, Cocoa Gin, Ginger
Chocolate, Truffles, Praline, Cocoa Tea, Coffee, Vegan Chocolate, Paleo
Chocolate, Organic Chocolate, Low Sugar Chocolate.

 

 

SWOT
Analysis

Strength

·        
Strong impression within consumers mind
GODIVA as a leading premium chocolate manufacture.

·        
Being very adaptive to the rapidly
changing market.

·        
Having lot of attractive packaging design.

·        
Consistently to ensure the finest quality
of chocolates.

·        
Easily accessible to the public.

 

Weakness

·        
Seldom advertised.

·        
Choice of packaging customizing are
limited.  

 

Opportunity
 

·        
Proven from scientist dark chocolate are
good for health.

·        
Falling of cocoa prices in the market.

·        
Rising of chocolate consumption in the
market.

 

Threats

·        
The competitors offering quite similar
range of products.

·        
The competitors slowly catching up by
offering more variety choice of chocolates.

·        
Minimal difference in term of price
between GODIVA and its competitors.

·        
Rising cost of raw materials.

 

 

 

 

 

 

 

 

 

 

 

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