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Ethel’s Chocolate Lounges: Back to the Future?
Chocolate Lounges Taste Sweet Success

Rosalind D. Perry

Strayer University – White Marsh Campus

Anyone who loves to taste the sweet blends of chocolates find it hard to just find

the perfect chocolate. It is almost difficult to decide when there are several distributors

trying to lure customers to their stores and taste what they have to offer. From the true

lover to the part-time lover everyone is looking for the best chocolate and at the best

prices. Yes, we would like to get the best chocolates for Valentine’s Day, Anniversary,

or birthday; however, Ethel would want to take into consideration a few factors when

operating her business.

For Ethel, she had to take into consideration that during the period of 2002 to

2004 chocolates sales soared by twenty percent. Even though the figures were from a

period well noted for sales, Ethel would still have to take into consideration – Who would

be her competition? The competition factor comes from the likes for Godiva and

Starbucks and Ethel knows in order to be successful she will have to do her research well.

Ethel’s first choice was her decision as to where the store would be located; so she chose,

Chicago. Chicago is known for the purest of chocolate loves because they hold The

Chicago Chocolate Tours which attracts any chocolate lover.

These tours are going on all year long and there are plenty of things to do, you

will not be bored. A Chicago Chocolate Tour is a fun and educational 2 1/2-hour

guided walking and tasting tour of select chocolate shops, bakeries, and cafes, including

traditional and non-traditional chocolate locations. You'll visit some of Chicago's most

popular chocolate stores and some of the city's secret chocolate treasures, as you delve

deeply into the rich history of chocolate and discover chocolate in expected as well as

surprising places you have never seen before. Godiva is the more sophisticated brand

over Starbucks. Godiva Chocolates; was created in the food and beverage industry in

1926, in Brussels, Belgium, where Joseph Draps inaugurated his first boutique naming it

Godiva Chocolatier to show respect and honor to the eternal legend of Lady Godiva.

Ethel would have to take into consideration her target market when it

comes to advertising for her chocolates. The pink and brown approach to the furniture

would appeal to a consumer because if you a person who feels charitable to cancer

research you would visit Ethel’s for that reason. By attracting the sophisticated lover of

Godiva and the almost normal lover of Starbucks the consumer would love to show

support when they can. Yes, it is nice to offer a quite atmosphere where people can enjoy

the fine items of Ethel’s and having extended lounging hours keeps the consumer in the

store meaning they would buy more. One main factor is having WI-FI capabilities

because majority of the Starbucks are this way, unfortunately, they do not offer couches

and pillows for comfort.

On the other hand, I applaud Ethel for realizing not everyone will be able to

afford her inventory; however, the “word of mouth” approach is still effective in todays

marketing. In addition, Ethel is offering package deals from her inventory and in today’s

economy everyone is looking for the bigger better deal. By doing comparison decisions

on the bases of like most restaurants; for instance, Applebee’s and Friday’s. The “Two-

for-One” by far has been the best marketing tool in these tough economic times.

We do live in a social conscious era as well; the low-calorie, I must keep my

figure generation. Thanks to all the advertisers reminding us that obesity is now a serious

health risk and thin is in. By having low-calorie items in the inventory is important;

which Ethel took into consideration? There comes a time where consumers want to bend

the rules a little and truly enjoy a good piece of chocolate. For even the diligent of health

conscious consumers would want to visit Ethel’s shop and par take in what this shop have

to offer. Not to mention, the ambiance of good smelling coffee and chocolates; to relax

on the comfy couches with pillows. I know there are places all over the United States

and around the world with similar concepts; however, Ethel is proving there is some type

of longevity to be in the chocolate business. To stay on top of her finances, maintaining a

good customer based, and good communication with her suppliers; Ethel should be fine.

In closing, if I was in Chicago, I would visit Ethel’s shop and it would be nice to

see the pink and brown furniture that is so comfortable. Yes, I would be the one feeling

like I am supporting cancer research. To enjoy some interesting chocolates that range

from under one dollar, but not over two. To be able to say it is nice to visit a shop and no

one is snooping around wondering when you about to leave. Most of all the fact there is

no surprises when it comes to selecting your chocolate from Ethel’s menu. For sure,

Ethel’s Chocolate Lounges sounds like a place I truly would like visit.

References Beck, Valerie. (2005-2010). Chicago Chocolate Tours. Retrieved from http://www.chicagochocolatetours.com/tours

Lamb, C. W., Hair, J. F., $ McDaniel, C. (2010). Marketing: 2010 custom edition (4th ed.). Mason, OH: South-Western Cengage Learning.

Moneyworks. Godiva Chocolate, Buy Godiva Chocolates. Retrieved from
http://hubpages.com/hub/GodivaChocolates

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