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Ethel’s Chocolate Lounges:


Chapter 6 Case Study: “Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Taste Sweet Success” located in the course shell under the Week 4 tab. I need some help trying to write this paper You are to write a three to four (3-4) page report based on the “Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Taste Sweet Success” case and address the following topics: 1. Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s. 2. Discuss the factors that influence a consumer to spend money and time at Ethel’s. 3. Justify which factor you think will motivate a consumer the most. 4. Determine what needs the Ethel’s experience appeals to most. Explain your reasoning. I posted below the case study Ethel’s Chocolate Lounges The chocolate house dates back to seventeenth-century London, when members of society’s elite would gather in luxurious surroundings to relax and sip hot chocolate. Later, Europeans expanded on that idea and developed solid chocolate treats that sold in upscale boutiques. Lacking the resources and economy of established continentals, bootstrapping American settlers pioneered the development of cheaper chocolate bars for the masses. Centuries have passed, however, and the American palate has tired of the taste of mass-produced chocolate. The U.S. chocolate industry has experienced growth of less than 3 percent since the turn of the millennium, and the lack of industry innovation has left a bad taste in chocolate purveyors’ mouths, too. Enter Ethel’s Chocolate Lounges, named in honor of the matriarch of the Mars family, who founded the candy company with her husband Frank in 1911. Now Ethel Mars’s name adorns the signs at the company’s latest attempt to breathe fresh life into chocolate. Aware that chocolate sales at upscale retail outlets like Godiva and Starbucks grew by nearly 20 percent from 2002 to 2004, Mars opened Ethel’s Chocolate Lounge in the Lincoln Park neighborhood of Chicago in April 2005. More Ethel’s Lounges have opened since then, and the chic chocolate houses are Mars’s bet that well-heeled and sweet-toothed consumers will take to premium chocolate the same way that well-to-do coffee lovers flock to Starbucks for high-priced java. Ethel’s Lounges are designed to coddle patrons in the lap of luxury, but Mars president John Haugh maintains that what makes Ethel’s special is that it offers “approachable gourmet chocolate.” In other words, you don’t have to be a millionaire to enjoy the sweet taste of the good life. Prices are not for everyone’s wallet, however. Truffles and Tea for Two, which features all 11 of Ethel’s truffles served on a silver platter, sells for $15. Chocolates and Cocoa for Two includes two cocoas and 10 pieces of chocolate for $18, and a box of 48 chocolates is $42. Five “Collections” offer over 50 individual chocolates that sell for between $.90 and $1.50 each. Supporting Haugh’s claim of approachability, though, the menus at Ethel’s feature icons and descriptions of the chocolates’ contents so that customers won’t experience an unwanted surprise. A multitude of hot and cold beverages gives visitors more reasons to extend their stays. But it’s not just the chocolate that makes Ethel’s such a desirable destination. Advertising describes Ethel’s as “a place for chocolate and chitchat.” Generously stuffed pink couches with brown accents combine upscale modern and traditional looks to give the stores a hip and classy feel. For those who don’t immediately get it, a sign behind the counter reads, “Chocolate is the new black.” The stores’ appeal is their relaxing ambience and neighborhood vibe—like a modern American coffeehouse, these shops encourage social


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