SOOT-analysis is an analysis to identify the internal strengths and weaknesses of a company. Nowadays, customers attach more value to ethical products.
The Fairtrade logo signifies a product has met certain standards and that a minimum price and a premium have been paid for the ingredients. This is incredibly important for cocoa production. There are countries where the average age of a cocoa farmer is greater than the average life expectancy, so there is a real danger that cocoa farming could simply die out.
It was when Cadbury added the Fairtrade logo to their Dairy Milk bars. At the time, this was a huge step and Cadbury made a bit of a song and dance about it. But what exactly does the Fairtrade symbol mean when you see it on a bar of Dairy Milk?
Recently I noticed Cadbury had set up a Twitter account to promote their Fairtrade credentials, so I decided to ask them a fairly simple question. At least I thought it was simple: Firstly, not all the ingredients in a Fairtrade chocolate bar have to be fairly traded.
Cadbury adds other ingredients to their Dairy Milk though.
These include milk, vegetable fat, emulsifier and flavourings. Mass Balance The main problem with Fairtrade chocolate is that cocoa is a commodity.
It is still bought in bulk from many sources, and the beans get mixed up as they make their way through the supply chain. Fairtrade beans get mixed up with non-Fairtrade beans, and the actual source of an individual bean can get lost. For any given chocolate bar to be certified, the manufacturer must purchase the equivalent mass of cocoa beans under Fairtrade terms.
Is this a problem? Consumers who buy Fairtrade may be a little concerned to know that there may be no Fairtrade cocoa in their certified chocolate bar at all. Take a look at a bar of unflavoured Dairy Milk.
Consumers now associate all Dairy Milk with Fairtrade and the marketing machine does the rest. Going Direct Many of the issues surrounding Fairtrade chocolate revolve around how cocoa is traditionally bought and sold as a commodity. Cocoa beans generally come from smallholdings and family run farms, but can end up in anonymous, practically untraceable sacks in a warehouse.
That also keeps the supply chain short so farmers get the extra. They not only commit to paying a premium, but the close involvement with the farmer gives them a say in how beans are treated at every stage of the chocolate making process.
The price for good cacao is usually way above the Fairtrade price anyway. During a recent online discussion about empowering smallholder farmers and fair trade practices at The GuardianI asked Divine Managing Director Sophi Tranchell if the mass balance system was the fairest and most transparent solution.
We think consumers would expect no less. What I do know is that we all need to be paying more attention to where our chocolates come from, and organisations like Fairtrade need to be more transparent in explaining exactly what we can expect when we see a bar with that little round logo on.Divine Chocolate Fountain Milk Chocolate 20lb Case; Milk Chocolate 6lb Box; Milk Chocolate 4lb Box; Dark Chocolate 20lb Case; Dark Chocolate 6lb Box; Marketing Tools; User Manuals & Videos; INFORMATION.
Shipping Information; Return Policy; Warranty Information; Product Registration;. Before delving too deep into the study of marketing, it is worth pausing to consider the different types of market that exist.
Markets can be analysed via the product itself, or end-consumer, or both.
Journal of Strategic Marketing | Journal of Strategic Marketing publishes papers on key aspects of the interface between marketing and strategic management. It is a vehicle for discussing long. When I heard the report at the end of last week that Pope Benedict has asked the Congregation for Divine Worship to study some potential changes to the liturgy, I got very excited. Think about all the possibilities! Think about what the Mass could be, rather than what it often is. The abuses and experiments, gone! Bob Doherty is Professor of Marketing at The York Management School, Divine Chocolate Ltd. () ' Market entry based on social resources: The Case of Day Chocolate Company in the UK confectionary sector’. Journal of Strategic Marketing, 14 (4), ;.
The most common distinction is between consumer and industrial markets; let's take a look at these. In the case of gourmet chocolates, the end result for those purchasing for themselves might be breathing a sigh of satisfaction as these divine confections melt in their mouths.
For gift givers, the end result could be impressing the recipients (whether business or personal) with a truly distinctive collection unlike any they have ever received. See how brands use hashtag marketing to boost engagement, explore user-generated content and help increase brand awareness across social channels.
— Divine Chocolate USA (@DivineChocUSA) February 2, For conferences, brands may even live Tweet using the event hashtag. In this case, a company is using another brand’s hashtag to.
Marketing, Media & Sales But it is Divine Chocolate’s social mission, not its product, that makes it distinct and draws talent.
Tranchell said she seeks to work with people who are “passionate and curious” and want to change the world for the better. in the case of . Mar 29, · Chocolate is an interesting product to consider form a marketing perspective.
I am mostly a Cadbury consumer because I like its taste of the product and they offer a wide variety of products and portion sizes.