Godiva Customer Value
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For a corporation, customer is the most important asset and customer value is core value. “Customer Is King” was published in the Business Week (Naumann, 1995).Consequently, customer value has become general consensus in the commercial circles. This essay is about GODIVA how to creating customer value.
In order to provide superior value to target customer, the company need to attract customers, as Jobber (2010) referred to customer needs is more important than competition. As one of the most famous chocolate brands, GODIVA aims at producing the best quality Belgian chocolate to worldwide. In a manner, brand leads punch orientation (Khoshima se al, 2013). Therefore one of the reasons that they success is they maintain good relationship with customer. Regarding to the main resource of the raw materials, GODIVA believes that the cocoa bean from equatorial countries are the best choice (Godiva, 2013). A premium quality raw material produce high quality product. Promoting products and sales are significant to any companies and the same occurred in Godiva. Different seasonal gift sets are usually prepared and launched before big festivals, such as Halloween and Thanksgiving (Godiva, 2013). In order to establish stronger relationship with customer, Godiva provides Live Chat Service to their clients (Godiva, 2013). They are the only one chocolate company that had launched online customer service, which is a highlight of their customer service. They also publish poster and advertisement of their new product via online website and social media, such as Facebook and Twitter. Membership is another approach for keeping their customers. Membership is another approach for keeping their customer. Every member can receive a certain amount of free price chocolate as a bundle for sign-in GODIVA membership.
GODIVA not only make chocolate become a special gift, and also become a luxury product in the world. GODIVAs stone has been established in anywhere, customer can punch it conveniently. But the high price can always be the major reason for them to walk away from this brand (Baker, 2009). As an example, the price of Romantic Miniature heart 5 pieces is £8.50(Godiva, 2013) that is much higher than the same product from different brand. If it is for buying online, customer will have to expect an extra £4.95 delivery charge, which is made the total price of this 5 pieces chocolate go up to £13.45. And that delivery fee is charged for standard deliver time, which means that after 5-7 days customer can finally enjoy their sweet(Godiva, 2013). GODIVA has to continue providing extraordinary high standard taste chocolate to their customer and convincing them that it is worthy to pay the high price. The high price can be always a downside for GODIVAs developments as it pushes people away.
Customer value like balance, the company need to keep and developing positive elements and reducing and improving