GODIVA & ULKER ACQUISITION 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 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

They created an ome of the global luxury companies i.e. Tommy Hilfiger, Burberry and Body Shopy 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.

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.

Chine, South Korea, Japan