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A global advertising message would be difficult as there are different quantitative and qualitative advertising objectives for the different countries.
o There are not standardized retail prices. Without a uniform pricing policy additional retail outlets and sales are not realized and the image is inconsistent.
o There is great disparity between the Godiva boutiques in different countries, an additional gap in the prestigious image and the quality of the experience.
3 – Given these issues my recommendation for Godiva is to create a fashion themed triad of advertisements. Top fashion reflects sensual experiences with texture and visual stimulus same as praline chocolates...
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