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Essay text:
The company must also take a look at the current situation in its home market of Belgium and repair its "grandmotherly" image. In Belgium boutiques need to be reconstructed to the level of other Godiva boutiques from around the world. Christmas season, the company's period of greatest sales, is approaching with no set advertising campaign. Meeting Campbell's required rate of return of 15% when spending an additional 13M bf on advertising.
Problem Solutions
Short-Term
Godiva is going to launch a blitz ad campaign in time for the Christmas season. The goals of the campaign will be to stimulate demand for Godiva, focus on Belgium's unique customer preferences and reposition the Godiva brand in the minds of the youth...
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