SECTION – C

-Integrated Logistics

-Integrated Marketing

-Remote servicing procurement

Project: Teaming with fry multimedia(ane-commerce pioneer) Godiva.com(godiva.com)was  created  as a division of Godiva chocolatier. The objective was to sell online both to individuals and to business. Since its online beginnings in 1994,the Godiva.com story parallels the dynamic growth of e-commerce. Godiva.com went through difficult times-testing e-commerce technologies as they appeared; failing at times, but maintaining its commitment to online selling and, finally, becoming the fastest-growing division of Godiva, outpacing projections. Godiva.com embodies a true success story. Here we present some of the milestones encountered.

The major driving factors in 1994 were Internet user groups of chocolate lovers, who were talking about Godiva and to whom the company hoped to sell its product online. Like other pioneers, Godiva had to build its website from scratch without EC-building tools. A partnership was made with chocolatier Magazine, allowing  Godiva.com to showcase articles and recipes from the magazine Subscription  form for e-shoppers .The recognition of the importance of the relevant content was correct, as was the need for fresh content. The delivery  of games and puzzles which was considered necessary to attract people to EC sites ,was found to be a failure. People were coming to learn about chocolate and Godiva and to buy-not to play games. Another concept that failed was the attempt to make the website look like the physical store. It was found that different marketing channels should look different from one another.

Godiva.com is a user-friendly place to shop. Its major features include electronic catalogs, some of which are constructed for special occasions(eg, Mother’s day and Father’s day); a store locator (how to find the nearest physical store and events at stores close to you); a shopping cart to make it easy to collect items to buy; a gift selector and a gift finder; custom photographs of the products  a search engine by product ,price, and other criteria; instructions on how to shop online(take the tour); a chocolate guide that shows you exactly what is inside each box  a place to click for live assistance or for a paper catalog  and the ability to create an address list for shipping gifts to friends or employees. The site also features “My Account” a personalized place where customers can access their order history, account, order status and so on general content about chocolate(and recipes); and tools for making shipping and payment arrangements.

Godiva.com sells both to individuals and to corporations.  For corporations, incentive programs are offered, including address lists of employees or customers to whom the chocolate is to be sent an example of the B2B2C EC model. Godiva.com continues to add features to stay ahead ot the competition. The site is now accessible using wireless technologies. For example, the store locator is available to wireless phone users, and Palm Pilot users can download mailing lists.

Result: Godiva.com’s  online sales have been growing at a double-digit rate every year, outpacing the company’s “Old economy” divisions as well as the online stores of competitors.

Questions:

1. Identify the  B2B and B2C transactions in this case
2. Why did Godiva decide to sell online?
3. List the EC drivers in this case? Give a suitable title to the above para?
4. Describe B2B2C at Godiva.

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