...Ethel’s Chocolate Lounges Marketing 100 April 28, 2012 Ethel’s Chocolate Lounge Ethel’s Chocolate Lounge sounds delicious and inviting, a way to relax, unwind and enjoying a creamy delicious treat all at the same time. The Lounge seems like a place that I would visit from time to time with my friends and family. The president of Chocolate Marketing claimed in the case study that enjoying chocolate in a luxurious lounge is like taking a candle-lit bubble bath. That is exactly what I first thought while reading through the case, nibbling on a premium chocolate truffle and sipping on a creamy cup of hot chocolate on comfy sofa with friends and family. The prices to me seem reasonable but will definitely put a big influence on how often I would treat myself or my family to these indulges. 1. Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s. The type of consumer buying decision that best describes the choice to indulge at Ethel’s Chocolate Lounge would be the routine response behavior and the limited decision making. The routine response behavior is the products or services that consumer’s purchase frequently giving them low-involvement in decision making because the products are familiar to them. Limited decision making is the type of decision making that requires a moderate amount of time for gathering information and deliberating about an unfamiliar brand in a familiar product category (Lamb, 2011). This type of consumer...
Words: 1106 - Pages: 5
...Ethel’s Chocolate Lounge Joanne Jean-Francois Sunday January 29, 2012 I want to start off this paper by saying that I am a chocolate lover and if I can eat it after every meal without gaining a pound that’s exactly what I would do. I have heard of Ethel’s Chocolate but had no idea that they had a chocolate lounge located in United States better yet in Chicago, which according to their website has been closed. Every year for the past 4 years on Valentines’ Day I will receive some of Ethel’s Chocolate delivered at my job by my husband. Based on this study Ethel’s Chocolate lounges are chocolate or candy based restaurants created by the Mars Corporation and has made modifications to better the chocolate lounges. They strive be more like the Starbucks, and to sell the experience of having great atmosphere, gourmet chocolate, and at very reasonable prices (I think). 1) Describing the type of consumer buying decision that best describe the choice to indulge at Ethel’s. Ethel’s chocolate is part of one of the most famous candy companies in the world and the idea that consumers were buying low cost goods and services. The routine response behavior decision making process is very low and consumers take little time on researching and decision making of the purchase. As a consumer I don’t spend a lot of time making decisions to purchase a product that I am familiar with, I have been eating chocolate for years and to know that there is a market out there with good quality...
Words: 780 - Pages: 4
...Ethel’s Chocolate Lounges This report is based on a Case Study: “Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Taste Sweet Success”. The report will reflect on four points: describing the types of consumer buying decision to indulge at Ethel’s, the consumer’s influences of time and money spent at Ethel’s, what motivates Ethel’s customers and finally exploring the needs the customer experience appeals to most. CONSUMERS BUYING DECISIONS As noted in the Case Study the chocolate house dates back to the 17th Century as a place where the elite socialites would indulge on chocolate treats and sip hot chocolate in luxurious surroundings and in upscale boutiques. Ethel’s founded in 1911 in honor of the matriarch of the Mars family who made chocolate treats in their home becomes Ethel’s Chocolate Lounge in Chicago, IL in April 2005. Ethel’s idea of being the “Approachable Gourmet Chocolate” gives its customers gourmet chocolates with reasonable prices. Consumers buying decisions usually fall into three categories: routine responses behavior, limited decision making and extensive decision making and five factors: involvement, time, cost, information search, and number of alternatives. (Lambi, Hair & McDaniel, 2011) Each factor determines a low to high activity or action for each consumer buying decision category. Ethel’s customers may experience limited decision making because most people have purchased some brand of chocolate but more thought...
Words: 799 - Pages: 4
...Student: Jocelyn (name changed) Age: 8 Grade: Second Subject: Language Arts Strengths: * Highly motivated * Enjoys discussion (likes to answer questions) * Aware of her need to ask for help and willing to do so * Can work independently on things she understands * Uses time efficiently * Very social Weaknesses: * Difficulty with identifying mistakes * Easily frustrated with things she does not understand * Lack of coping skills for frustration * Test Anxiety * Difficulty with abstract concepts such as figurative language Strengths in Language Arts: * Shows interest in reading/language arts * Listens with comprehension to stories * Basic sight vocabulary * Can sound new words using phonics * Follows oral directions * Can identify characters, setting and events in a story * Responds to factual “who, what, where, when” questions Weaknesses in Language Arts: * Reading comprehension * Interpretation of stories or passages * Has difficulty using context clues * Has difficulty with written directions * Has difficulty connecting characters, setting and events into a coherent story * Has difficulty with comparison/contrast * Has difficulty with main idea * Has difficulty with “how and why” questions Student’s preferred learning modality: Jocelyn uses multiple learning modalities but relies most heavily on auditory and kinesthetic. She works well with manipulatives and oral communication. Jocelyn works best...
Words: 1127 - Pages: 5
...Worldwide Consumption The Top Chocolate Loving Nations are (lbs/yr): 1. Switzerland 22.36 2. Austria 20.13 3. Ireland 19.47 4. Germany 18.04 5. Norway 17.93 Chocolate Consumption Distribution Worldwide Not all countries are able to enjoy the sweet taste of chocolate equally. There is a profound dichotomy between those nations that extract the raw materials and those who indulge in the finished product. As it is shown in the maps available, all but one of the top twenty countries that consume chocolate are considered 'well-developed' or 'advanced'. Brazil is the only country involved on the list that actually considers chocolate to be a natural resource. The reality exists that the processing and consumption of chocolate products is Western World dominated. 70% of the worldwide profit from chocolate sales is concentrated in these countries. 80% of the world chocolate market is accounted for by just six transnational companies, including Nestle, Mars and Cadbury. Europeans alone consume around 40% of the world's cocoa per year, 85% of which is imported from West Africa. There have recently been efforts to initiate a fair-trade movement, which would encourage the purchase of cocoa from developing country producers at a fair price. However, tariff escalation continues to me a major problem, which acts to drive chocolate comsumers and cocoa exporters further apart. Quick Chocolate Facts -16 of the top 20 consuming countries are European -in 2001...
Words: 4038 - Pages: 17
...in the number of farms * Agriculture has become more meganized (more industrial) More money to keep it going, more land and more machines * Farms are still critical in the US and Canadian economy * 2000: US Alone, $216 billion dollars in farming alone * Land use, agriculture remains dominant * Varies by region * Dairy farming in the east * Live Stock in the West * Irrigated agriculture- used in the dryer parts of the region * Very efficient farms * Intensive * Crops they grow * Central- Growing corn for ethanol 2. -Affluence and abundance of wealth * Natural recourses * Lumbar * Animals * Metals * Fossil flues * Navigable water ways * Good soils...
Words: 4158 - Pages: 17
...mixture of cow’s milk, flour and sugar. Nestlé’s first product was called Farine Lactée (“cornflour gruel” in French) Henri Nestlé. The product was first used on a premature baby who could not tolerate his mother’s milk or other alternative products of that time. Doctors gave up on treating the infant. Miraculously the baby tolerated Henri’s new formula and it provided the nourishment that saved his life. Within a few years the first Nestlé product was marketed in Europe. In 1874, Jules Monnerat purchased the Nestlé Company. Nestlé developed its own condensed milk to contend with its competitor, the Anglo-Swiss Condensed Milk Company. The Anglo-Swiss Condensed Milk Company made products like cheese and instant formulas. The two companies merged in 1905, the year after Nestlé added chocolate to its line of foods. The newly formed Nestlé and Anglo-Swiss Milk Company had factories in the United States, Britain, Spain and Germany. Soon the company was full-scale manufacturing in Australia with warehouses in Singapore, Hong Kong and Bombay. Most production still took place in Europe. The start of World War I made it difficult for Nestlé to buy raw ingredients and distribute products. Fresh milk was scarce in Europe, and factories had to sell milk for the public need instead of using it as an ingredient in foods. Nestlé purchased several factories in the U.S. to keep up with the increasing demand for condensed milk and...
Words: 12626 - Pages: 51
...Animal vs human language Arbitrariness Human: * There is no natural connection between a word’s form and its meaning * A written word does not look like its meaning. Animals: * Animal communicative sounds are closely correlated with their meanings. * An animal’s „vocabulary“ is finite and limited. Displacement * Humans can talk about the past, present or future. * Humans can talk about things that don’t exist or we can’t see. * Animal communication is about the here and now. * Animals can’t displace in either time or space. Productivity * Human vocabulary and sentences are infinite and open-ended: We can create new words in our Lexicon in unlimited combinations. „Colourless green ideas sleep furiously“ (Noam Chonsky). * We have a morphology and a grammar which allows us to combine new words in new structures. Cultural Transmission * We acquire our speech from the environment we are raised in, our culture, which includes our language, our accent and our expressions. A meow is a meow wherever because it is instinctual, inborn. Some birds are born with some calls and songs instinctually and some are learned. 7 week window for birds: If birds are not exposed to bird song in the first 7 weeks, they will still produce songs, but abnormal ones. Song-singing is instinctual. 7 years window for children: If a child is not exposed to language within the first 7 years, it will develop...
Words: 560 - Pages: 3
...research I conducted a survey on consumers in my local high street. The questionnaire helped me find results of what type of people go to Starbucks and whether or not they are happy with the services provided there. I conducted my research on a total of 50 people. The questions asked were related to my Marketing and Business Aims. 1.) How often do you go to Starbucks? o Daily o Twice a Day o Once a Week o Once a Month o Never o Other 2.) What do you mainly purchase? o Coffee o Hot Chocolate o Soft Drink o Water o Food 3.) Do you normally drink in or take it away with you? o Drink in o Take Away 4.) How satisfied are you with the pricing of drinks and food? o Drinks: o Too expensive o Reasonable o Other o Food: o Too expensive o Reasonable o Other 5.) Would the name ‘Vanilla coffee’ appeal to your taste buds? o Yes o No 7.) Would you like Starbucks to serve hot foods? o Yes o No 8.) If Starbucks launch a new drink do you try it..? o Straightaway o After a while o Never 9.) How long do you normally wait for your drink or food to be served? o 2 Minutes o 5 Minutes o More than 6 Minutes o Other 10.) Do you use the Starbucks site to see what’s new for you? o Yes o No o Never knew they had a site o Other 11.) What is your main reason for going to Starbucks? o To Socialize o...
Words: 1476 - Pages: 6
...Mission * vision * Idea Generation * Idea Screening * Concept Development And Testing * Business Analysis i. Demand Estimation ii. Cot estimation iii. Capital estimation * Marketing Plan i. Customer analysis ii. Segmentation iii. Positioning * Marketing mix i. Product ii. Price iii. Place iv. Promotion * Production development * Market test * Commercialization ACKNOWLEDGEMENT All the Acclimations and Appreciation are for Almighty ALLAH, the Compassionate; the Benevolent. That knows the mysteries & secrets of universe. We would like to show the special gratitude to SIR IHSAN-U-REHMAN who provided with us knowledge Vision about the management. At the end, we would like to thank all who directly or indirectly help us in making the report DEDICATION: First of all we would like to thanks ALLAH ALMIGHTY for giving us opportunity to study in such a good institution. We feel pleasure to dedicate this project on BANANA CRISPS to our beloved PARENTS, then our subject instructor SIR HAFIZ IHSAN –UR-REHMAN and at the last to our university that is PUGC. Mission statement “Supporting our environment & community while maintaining a healthy responsibility to our customers through the food we serve Vision statement “Our vision is to provide healthy, crunchy, handsome & wholesome meals in form of snacks .we believe in being ethical in our all claims...
Words: 4566 - Pages: 19
...1. INTRODUCTION: 2. LITERATURE REVIEW: Definition of IMC: Integrated Marketing Communications is often referred to as a strategic business process that is used to plan, develop, execute and evaluate co-ordinated brand communication programmes to various stakeholders (Belch & Belch, 2012). It is a simple concept which ensures that all forms of communications are linked together and is called IMC in many spheres. At the most basic level, IMC deals with integration of promotional tools to foster harmonious relationships. It is imperative that all of the promotional tools work together rather than in isolation for the sum is definitely greater than its parts. Integration levels are far-reaching and extend towards horizontal, vertical, external and data integration levels. The plan of IMC is to generate short term financial returns and to build long-term brand and shareholder value (Belch & Belch, 2012). Benefits of IMC: Although Integrated Marketing Communications require a lot of effort and time, the benefits that it delivers are immense. It can ensure that firm’s gain competitive advantage as well as boost sales thus increasing productivity. IMC facilitates communications surrounding customers and promotes efficiency in the buying process. Another positive that emanates from the IMC campaign is that loyal customers are built ensuring a competitive advantage against rival firms. Due to the fact that Integrated Marketing Communications create consistent messages, the...
Words: 4987 - Pages: 20
...INTRODUCTION: As we are approaching to the twenty first century the FMCGproduct market is growing like a money plant in this world. Notonly companies are gaining huge profit from these productsources but these products are also one of the main ingredients inour day today life. So the customer has to think and decide on theproducts which he is going to purchase because of the availabilityof the choices replicates variants in every section of the products. Now a day’s customer has a wide variety of choice while selectingFMCG, producer has to innovate additional values to the productthat the product continues it presence in the market. Differentfactor governing the customer based on different productcategory like milk products, beverages, prepared dishes,Chocolates & Confectionaries, personal care ,fabric care etc. This minor project consist of the response of different age grouprespondents who specifies their predetermined factors whichdrives them while purchasing The factors which drive them to buy the products are as under,Price, Availability, Brand name, Quantity, Quality, Packing,advertisement Through this we can understand that the customers in the currentscenario not only purchase the product based on the one qualitythat it contains. But they carefully analyze it and then go for thepurchase. So knowing the customers attitude is important andwhat are the factors they considered when purchasing a product. So by this project we can come to know the factors considered...
Words: 1106 - Pages: 5
...Sarah consumed large amounts of caffeine in that day. She consumed just under 5 times the recommended levels for her weight and age. This lead to Sarah having side effects because of the amounts that she has consumed. One of these included anxiety. She needs to stop how much caffeine she consumes each day. a) Explain how caffeine influences emotional responses and relate this to Sarah’s ‘overwhelming’ emotional response. Caffeine influences emotional responses because after consuming large amounts you get side effects and they make you grumpy, tired and mean. You get little sleep and are tired the next day. You also possibly will then go on to relying on the caffeine and then it will hard to get out of the habit. This is why she had an overwhelming response because these side effects started to kick in. Other side effects include headaches and depression. b)...
Words: 744 - Pages: 3
...is to investigate the factors that influence the location of factories in Williamsfield Manchester Jamaica. METHODOLOGY How The researcher chooses three factories for assessment for the number of factors that influence the location of factories. The use of questions in an interview format was used in this research to obtain primary source of information while textbook and internet were used for secondary sources of information. Primary Sources: Interview A formal interview took place with the managers of the three factories in means of data obtainment because it was easy to handle and familiar with, it helps to gain extra information within the interview and it is more responsive therefore allows the researcher to get a good response from these managers and other employee working at the factories in Williamsfield. Secondary Sources: Textbooks and Websites The use of text books and websites are the main sources of obtaining information in the formation of questions for the interview. Map of the Williamsfield and nearby communities, Parish of Manchester and Jamaica were drawn by the researcher with each showing the study area. Photographs were also taken by the researcher. When An interview was conducted by the researcher where several questions were posted on the manager and other member of staff. This was held on January 21, 2013 at 9:30-10:00 and January 30, 2014 during 4:50-5:30pm. Where The research was conducted in Williamsfield Manchester. The community...
Words: 1999 - Pages: 8
...Reader Response What I liked about this book was the short, easily readable chapters that were direct and to the point. I appreciated that Dr. Nicolai related to everyday life all his health rules and gave examples of how he works these rituals into his own life – from walking the dog to eating the anti-inflammatory diet to giving himself one day off a week to indulge. This is realistic and not totally life encompassing and strict. I also appreciated that for the most part these changes aren’t huge alterations that I would need to make in my life but very simple tweaks – listening to a good book in the car instead of the mindless radio, switching from my usual coffee to tea or changing my usual cardio based work out with an every other day strength training routine. There were a few things that I did dislike about the book. The first is that at times I felt like I was in the middle of a sales pitch. I know he works for Miraval Resort and Spa and he believes that coming to the location will be beneficial as a health and wellness detox but a quick web search I find that it’s upwards of $600 a night for one guest. That is completely unattainable for me as a student and probably as a professional someday. However, I did feel like I can gain the same health and wellness by his usual life examples at to be done at home. He’s obviously a well off family man who lives in a beautiful area of the country and lives a seemingly life of perfection. Of course he can practice all...
Words: 1747 - Pages: 7
