Ch. 10 - Product Concepts

Godiva's Product Concept

A product is the basic key term for any business's growth and must have a potential to sell in the market. The product concept is a proposal that consumers will prefer products that have better quality and features as opposed to a normal product. Godiva Chocolatier initially started as a craftsman chocolatier and has now grown into one of the most prestigious chocolate brands in the world. The name Godiva doesn't need any recognition whether its product is selling in Godiva Boutiques or in any other supermarkets or drugstores. A consumer's product can be classified into four most popular types which includes; convenience product, shopping product, specialty product, and unsought product. Godiva is one such brand that caters to all these categories for all consumers' needs. 

Types of Consumer Products

For example, convenience product is relatively an inexpensive item which needs little shopping effort. Since Godiva's regular chocolate bars are conveniently available at most drugstores and thus fulfill the need in general for any walk in customer who is craving for chocolate. On the other hand, shopping product is comparatively more expensive and available at selective stores. Therefore, Godiva's luxury stores provide this facility for those who are looking for style and quality in form of sophisticated chocolate products. Specialty product is a type of product which needs exclusive buyers and Godiva with its iconic signature packaging of chocolate satisfy their customer need for special occasions. The company is proud to have such reputation of having groundbreaking products with quality ingredients, elegant styling, innovative selection, attention to detail and beautiful packaging. The unsought product is usually referred to as newly introduced product which is either unknown to a potential buyer or the buyer isn't actively seeking for it. Over the years, Godiva began to create truffles, ice cream, liqueur, and much more for its clients and always coming up with new ideas and introducing new products. The intriguing taste for chocolate helped Godiva to maintain its customers and not stopping them of trying new products which are an exploration of flavors, textures, and aromas.