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Case Study

 

Of Italian origin, Silvana emigrated to England from Lugano, Switzerland, with her family when she was ten years old. Later, she married Pierre, who was also Swiss, and worked in his designer clothing business in London. In 1980, they moved to Oxford and opened a French-style restaurant.

 

The restaurant was very successful, but Silvana found it difficult to get high quality after-dinner chocolates in England. She was so disappointed about this that she decided to return to Lugano and learn how to make them herself. A friend of hers owned a large chocolate factory there, and happily showed her how chocolates were manufactured. Back in England, she started producing hand-made chocolates for her restaurant clientele and friends. She used top-quality ingredients, and the chocolates were greatly praised by all who tasted them.

 

The idea of establishing a hand-made confectionery business came almost by chance. One day, on an impulse, they contacted a famous chain of quality food stores based in London. The firm's chief buyer expressed interest in their products, and the following week they went to London with their samples. To their astonishment, they left the buyer's office with an order for 30 kilos!

 

Seeing the potential in Silvana's 'hobby', the couple sold their restaurant and used the proceeds to set up Silvana Chocolates. Within a year, they were unable to cope with the demand and had to take on additional labour. Five years later, Silvana Chocolates was a flourishing business, producing a wide range of truffles, pralines and liqueur chocolates.

 

Today, the chocolates are selling well in the UK, but Silvana and Pierre are ambitious: they want the business to be much bigger. They would also like to expand into Europe as soon as possible. To do so successfully, they know they must create a stronger brand image – the chocolates don't really have a personality at the moment – and devise a marketing plan to increase brand awareness – their products are still not widely known by the general public.

 

To discuss suitable ways of improving brand image and increasing consumer awareness, Pierre and Silvana have set up a meeting with a small advertising agency in London.

 


Date: 2015-01-29; view: 1063


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