Chocolate Tibitó: Is Germany ready for premium Colombian Chocolate?

Hattula, Cansu ( IUBH) ; Pradilla, Angela ( IUBH) ; Hummel, Florian ( IUBH)

By the end of 2016, Gustavo Pradilla, CEO of Chocolate Tibitó, was contemplating his company’s future from his office in Bogotá Colombia. He was wondering how to promote his chocolate brand in Europe, considering his company’s limited resources for marketing campaigns. A small firm, with a sales volume of approximately 100.000 Euros, Tibitó produced high quality, fair trade chocolate, made of Colombian beans and sold 100% of its production to the local market. Although sales have been increasing in Colombia, international recognition, and the need to increase the plant production had given Gustavo the idea of selling the bars abroad, particularly in Germany. Nevertheless, Tibitó’s founder was not sure if it was possible to grow in the German market with limited marketing campaigns. Even more so considering that he was pretending to sell a chocolate from an unknown origin in Germany and at a much higher price than the local mainstream chocolate brands. Tibitó only had limited budget, staff and expertise to advertise in Germany and therefore, Gustavo considered it challenging for his small company, to make a significant investment in advertising. The case covers different marketing strategy elements, e.g. SWOT analysis, online versus offline marketing and positioning.


Keywords:
Publication date:
Oct 16 2019
Publication type:
Teaching resource
Publication form:
Case study
Topics:
Communication and marketing
Pagination:
33
Language:
English
License Information:
CC BY
Resources:
External resource: PDF




 Record created 2019-04-23, last modified 2020-10-25

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