Rogers Chocolate Case Study

Introduction of Roger’s chocolates
With 131 years of chocolate business, Rogers’ Chocolates is still one of the oldest and famous companies producing traditional and premium kind of chocolates. Rogers’ Chocolates, also known as Rogers’, was founded by Charles “Candy” Rogers in 1885 A.D. in Victoria, British Columbia. It is one of the oldest chocolate company to be still up and running in Canada. The company was family owned until the late 1920s for more than 50 years even after the death of Charles Rogers. Later on, the company was sold by his wife to a customer which went on changes on authority and ownership wise after that. The ownership was changed three times until the mid-2000s. Currently, the company is owned and operated locally by

Each competitors had their own category of strength. Godiva brand had its own strength that included high end packaging of the product and was supported by large powerhouse Nestle. It had the plus points of widespread distribution across Canada. Even though the product quality of Godiva was not a match to the superior quality to Rogers’ Chocolates, it was able upsize the higher price points by 15 percent. On the other hand, Callebaut was also a well-known premium chocolate brand that gave strong competition to Rogers’ Chocolates as it was established in the similar locations as Rogers’. The packaging of the product excelled and also could be customized according to the demand of the consumers and the seasons. It was as higher price points as Godiva. Lindt was a well-established brand that was made by Swiss producer. The quality of the product was moderate and with mid-range packaging as well. It was distributed among large mass merchandisers and retailers with emphasis given to bars and truffles. Another big competition to Rogers’ Chocolates was Purdy’s as it was Vancouver based chocolate company and with successful presence in British Colombia. The product quality and the price points of Purdy’s was relatively lower than Rogers’ Chocolates but it made up with the advantage of better packaging and

Retail stores collected 50 per cent of the total revenue. The attractive display on the stores with aromatic environment contributed in the generation of the revenue. In 2000, Rogers’ Chocolate won Retail council of Canada’s Innovative Retailer of the Year award through better employee and customer relations. The Victoria stores could sell anything because of the popular and positive brand image of Rogers’ Chocolates. The inventory problem was not an issue in the retail stores as such as in the wholesale. Wholesale business generated up to 30 per cent of the total sale revenue generated. But the sales generated from wholesale markets have dropped down because of reduction and elimination by large