Ethels Lounge

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Ethel’s Chocolate Lounges
Principles of Marketing
April 26, 2012

Chocolate Lounges Taste Sweet Success
Centuries have passed, and the American palate has distaste of chocolate. Now Ethel's Chocolate Lounges, named in honor of Ethel Mars's the matriarch of the Mars family, who founded the candy company with her husband Frank in 1911; whose name adorns the signs at the company's latest attempt to breathe fresh life into chocolate. Influenced by the seventeenth-century London’s chocolate houses, the Mars family envisioned an up scale café, providing a luxurious setting where people could relax and even socialize while enjoying the gourmet chocolate. Mars president John Haugh what makes Ethel's special is that "You don't have to be a millionaire to enjoy the sweet taste of the good life. People indulge at Ethel’s Chocolate Lounges because of their limited decision-making. This occurs when the consumer has previous experience with a product but is unfamiliar of the brand; but has low levels of involvement because consumers expend only moderate effort in searching for information or in considering various alternatives defined by Lamb, C. W, & J. Hair, & C. McDaniel. (2011). Marketing. (Vol. 2010 Custom Edition, Maureen. Staudt, Ed.). Mason, Ohio: Cengage Learning. Many consumers are familiar with other chocolate brands such as, Godiva and Hershey, but might not be with Ethel’s chocolates and may be curious to try. Ethel’s menu that features icons and descriptions of the chocolate’s contents in case the consumer is unfamiliar with a certain choice. Some consumers may be price conscious, but still be chocolate lovers agreeable to pay for the best money can buy. People spend time at Ethel’s based on the goods and services they provide; these are combinations of a high value product. Which its prices are usually reasonable serving a box of 48 chocolates for…...

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