Theo Chocolate Case Study

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Theo Chocolate Case Study

Questions:Theo Chocolate(Explain / Defend all answers)
1. What are the brand values of Theo Chocolate?
The brand values of Theo Chocolate are being eco-friendly and socially responsible.
Theo Chocolate built its image by producing organic, Fair Trade, bean-to-bar chocolate.

2. Is it valid for Theo to attempt to be the Starbucks of chocolate? What would that mean for Theo, exactly?
Yes, absolutely.

To be the Starbucks of chocolate is deeply rooted in the Theo Chocolate business; Theo's founder, Joe,believes that all parties involved in the business, from cocoa bean farmers to chocolate salespeople, should be treated fairly. Also, this will help to build a sustainable business. The chocolate is no longer a commodity, but a health-based consumer product and a lifestyle. It's not easy to make a difference in everyone's life, but it's meaningful and Theo has firmly made its first step.

3. Theo consumer brand
a. What should the objectives be for the Theo consumer brand over the next five years?
When Theo’s large competitors shift gears from low-end commodity-based consumer products to high-margin health-based products, focusing on growing niche markets, Theo faces fierce competitionin the chocolate industry. Being able to stick to its current positive brand image and continue producing organic, Differentiating itself from competitors by producing Fair Trade and bean-to-bar chocolate is very important to Theo's long-term success. Thus, Theo should continue to raise its consumer brand awareness and develop new markets to drive production and sales over the next five years.

b. Based upon your choice above, how should Debra Music manage the consumer brand? What marketing and sales tactics should she employ to achieve these objectives?
Theo has been very successfully driving sales through its factory store in Seattle.(Store…...

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