GODIVA & ULKERACQUISITION

Prepared by PEYMAN YÜKSEL

Sustainability of a Luxury Chocolate

Brand

Founded in Belgium in the 1920s as a family business Named after Lady Godiva Purchased in 1974 by the Campell Soup Company Purchased in 2007 by the Yıldız Holding which belongs to Ulker Group Godiva International with 3 decision centers: Godiva Europe Godiva USA Godiva Japan Duty free sales in more than 20 airports

About Godiva

Founded in Istanbul in 1944. They started with

the petit buerre product which is still in the market.

Starting the chocolate production in 1970 Developing the bisquit machineries in 1984 and

the carton boxes in 1985 Founded Yıldız Holding 1989 Entering to the information sector with Data

Tech Company in 1989 and Besler Food Com. Ulkerspor Basketball Team 1993

About ULKER

About ULKER cont.

Acquisition with GODIVA

About ULKER cont.

“TO BE WORLD’S MOST PREFFERED LUXURY CHOCOLATE BRAND”

Objectives To maintain luxury image of Godiva Make people believe it is best in taste, quality, hygiene etc. To follow new trends for sustainibility of brand To increase market share To utilize new marketing methods, such as e-shopping, social media tools etc.

MISSION AND OBJECTIVES

Butique and Micro-manufacturers Healthy Chocolates Organic Chocolates High Cocoa Percentage

Make your own flavoured Chocolate Simple-frozen Chocolate covered flavors Mixing different taste into cocoa

Market Trends

What did they do for this purpose?

They created an advisory committee to improve strategies. All of them were working for the some of the

global luxury companies i.e. Tommy Hilfiger, Burberry and Body Shopy

They tried to understand how they managed the global network according to the local culture.

What did they do for this purpose? Cont.

They put a turnover target (to make the turnover double, $ 450 million) and they

reached almost this amount ($ 850 million) in 5 years.

They didn’t change the senior management in GODIVA. Only they changed the Manager of Human Resources because of leaving

from CAMPELL Soup Comp.

Culturel Differences

Chine, South Korea, Japan