Godiva: Aspirational… but accessible
Godiva SVP global research & quality Wayne Puglia told delegates how his brand stood “at the intersection of food and fashion”, and maintained a premium position in the marketplace - but remained “accessible” and “relevant”.
Much of his presentation explored how the Godiva brand is positioned in different markets (it’s in 70 countries), and how R&D teams work with top chefs to develop new ‘culinary’ chocolate concepts and expand the Godiva brand into desserts, beverages and other products.
The next big market opportunity is China, where Godiva hopes to have 27 stores in 13 cities by the year end.