Analysis of B2B and B2C online communication processes for a chocolate company
A Spanish chocolate company contacted growth. The company explained that it has a good website and a good marketing strategy, but it wants to step things up and improve certain elements of its business. Sure enough, we found that the company’s website is functional, as online purchases can be effectively processed. We also assume that the company has good logistics (the product arrives at its destination) and we do not doubt that the product itself is good (as this is not their reason for contacting us).
The company also explained that it wishes to expand its distribution to more countries, as it has the production capacity to do so. It currently has markets in Spain, France, Germany, and United Kingdom.
In terms of the product, we discovered that the company has a great value proposition as it often promotes campaigns to raise ecological awareness and in support of animal welfare, environmental protection, respect for individuals, etc. It is also worth mentioning that the company prioritises Fair Trade practices, since it works with organic farmers to source raw materials and, in many cases, it collaborates with small producers and local suppliers.
✅ A company can have a very good chocolate product, but not offer any added value. The fact that the product is loaded with value is very positive, as it boosts the company’s offering.
However, in terms of distributing the product to other countries, it would be interesting to define the specific value that a chocolate made in Spain has to offer. There’s no doubt that Northern Europe, for example, values fruit from Spain. But when it comes to chocolate, Swiss products clearly dominate the global market. It is far easier to distribute Swiss chocolate as Switzerland has an established reputation for exporting the best quality chocolate. We would need to identify how appealing Spanish chocolate might be in foreign markets. A Belgian company can also produce organic and Fair Trade chocolate. What a Belgian company cannot produce is chocolate made in Spain.
✅ There’s no need to overthink what our identity is. Made in Spain chocolate could be a friendlier, more colourful product, with more of a Mediterranean style to it — more panache. Ultimately, it’s all about marketing: the objective is to sell.