Abstract
The focus point in the following marketing strategy will be the German chocolate company "Chocri" that was founded in 2008 as a limited company. Based on German law, the company is included in the so called group of "corporate enterprises". The main characteristic is that the two owners and students Michael Bruck and Franz Duge are not personally liable for the company in the case of bankruptcy. Moreover, Chocri employs 30 staff members.
Chocri defines chocolate in a new dimension of being an individual, customized for good and increasing life quality. The enterprise offers personalized chocolates with selectable tastes and toppings, which is completely assimilated to the customers' preferences.
The purchaser can choose the ingredients out of over a hundred toppings and create even more than ten billion variations. The purchase of the chocolate takes place online on one of the company's two websites, which are www.chocri.de for Germany, Austria and Switzerland and www.createmychocolate.com for the English speaking countries (UK and USA).
After intuitive "production" and buying processes in which the customer decides about the combination of ingredients, the chocolate bar is will be delivered via post. The average price of a chocolate bar is 4 Euros (excluding postage charge).
Furthermore, the company focuses on CSR by only dealing with organic, fair trade chocolates from Belgium. As the product is considered to be exclusive, it is often bought as a gift. For that reason, Chocri also offers special gift subscriptions such as coupons which are available
online. Also, chocolate subscriptions are available.
