Chocolate

Laura Esquivel’s “Like Water For Chocolate” is an epic novel set in Mexico at the turn of the twentieth century. It is a bittersweet love story between Tita and Pedro who through fate have kept them apart. The novel is divided into months and starts each chapter with a recipe from Tita’s kitchen. Throughout the novel we follow the seemingly doomed love affair between the two main protagonists of the book. Their affection for each other finally unites them in the afterlife at the end of the novel.

The novel is a good example of how the Spanish culture has influenced the new world, or the American continent. Likewise, the novel also is a reflection of Spanish culture principally through its culinary practices. In pre-columbian times, the indigenous peoples of America, revered chocolate or cacao and was often even used as both currency and commodity of trade. The Olmecs, Aztecs and other ancient members of Maya culture regularly included the drink from the cacao beans in their rituals.

But previously, the chocolate drink was reserved for the warriors and the elite and consumed only after and not during a  meal. When Columbus discovered America, these cacao beans were then sent back to Europe and was widely accepted there alongside other food products from America like the potato, tomato and other grains.

“Like Water For Chocolate” vividly describes a typical rancheria in Mexico and here we get a glimpse of family life infused in long-held traditions as imposed by the grand matriarch. It is not uncommon for Spanish families to live in one roof even if the children are adults and married. It is quite the norm that married children and their spouses and children continue to live with either the family of the wife or husband. In the novel, Tita is forbidden to marry, being the youngest daughter, she is expected to take care of her aging parents and helping out with household tasks.

A profusion of rituals and daily chores in the kitchen reveal to us readers the extent in which Spanish culture has been introduced to the new world. Spanish breakfast occurs twice in a day. The early breakfast consists of bread and coffee with milk eaten at home before one sets off to work or school. A second breakfast occurs anytime between 10 and 11 o’clock in the morning consisting of sweet rolls or biscuits and a tostada – a toasted bread smeared with butter and served on a saucer with olive oil for dipping. Sometimes the bread is served rubbed with tomato and garlic for a more robust flavor.

Lunch then occurs at 2 pm which may consist of an omelette, a sausage, and finished with fruit. This repast may be eaten with coffee or beer. After lunch, the customary siesta or afternoon nap commences. This nap may last up to two hours, wherein businesses are closed, and will only open around 4pm. Thus is the unusual and laid-back attributes of the Spanish. In the evening, tapas is served, these are small servings of food or appetizers that may consist of vegetables, seafood, meat, chicken, sausages or just about anything that may be found in the kitchen.

This hours are spent eating and drinking wine. Tapas bars abound in the more urban areas in Spain and are regular fare for the citizenry. By 11pm, a real dinner is served. A hearty full-course of salad, soup, entrée, and dessert followed by coffee or an aperitif caps the day. Then off to bed goes the typical Spaniard in what was a typical day spent.

The culinary traditions of Spain are steeped in their culture and daily life. The influence of these are far and wide covering the entire world as Spain set out to far reaches in search of wealth and territory. In their vast colonies, Spain brought these traditions with them and in turn imposed them on the local populace but also inter-mingling the local practices in turn. It is safe to conclude therefore that Spanish culinary traditions have been both recipient and donor. For Spain adapted to new world ingredients and manners of cooking.

The novel masterfully exploits the culinary richness of Spain and makes these the springboard on which the plot so brilliantly revolves around. The recipes we read in the book are presented in such that their preparation all the way to their consumption is woven into the lives and motives of the characters involved. The recipe for chocolate and rose petals illustrates this. When Tita cooks the rose petals into the chocolate she is consumed with passion and unrelenting desire for Pedro – and eventually transforms all those who imbibe the drink into a frenzy of heat, lust, love and desire as well.

Source: Davidson, Alan, The Oxford Companion To Food, 1999

The provenance paradox describes the challenge for brands originating in a number of regions in the world failing to compete in the top tier markets. Their origin carries a stigma which places them at an inferior position to brands that originate in supposedly more developed and reputable regions. Certain geographies are perceived to produce better products than others, despite the essence being that the products are of the same quality.

Following the examples from the case on how they built their up market positions with the strategies for combating the provenance paradox have been detailed: Flaunt Your Country of Origin and Stick to Colonial History Example: Chocolates El Rey and Concha y Toro Chocolates El Rey fails to find a position in the market where it can compete with the famous brands solely because it comes from Venezuela.

For this chocolate brand, breaking through the barrier may be through emphasis on the fact that the reputable European chocolate brands actually acquire their main ingredient- cacao beans from El Rey. If El Rey processes these cacao beans, what would prevent it from maintaining the same quality in taste and richness when producing their own chocolate product?

However, this may still be a weak point to stress on for El Rey, as consumers may still doubt them having the supposed expertise in refining the ingredient into the final chocolate product. Furthermore, Concha y Toro, the Chilean winemaker should deeply engage in brand management, like El Rey, in order to build stronger awareness of Chile’s exclusive varietals. By this, we describe wines made primarily from a single named grape variety typically displaying the name of that variety on the wine label.

Both of these brands should stick to what they do best, in the case of El Rey, them processing some of the best cacao beans in the world, and Concha y Toro having its country, Chile producing great varietals and having a long viticultural history dating to the 16th century, should keep on the combat to get their brands known by firstly establishing price competition and continuing to be low-cost suppliers as they continue to focus on the commodities that made their countries successful way back, and hence achieve scale.

Downplay Your Country of Origin Example: Corona Beer Other producers counter the effects that arise with the branded product origin on the positioning of the brand in the market by deviating focus from where the brand really comes from. Where the product is manufactured becomes an insignificant factor in the promotion, and other attributes of the branded product place it on the upper market segment. Corona Beer is one of the brands that use this strategy of ‘downplaying the country of origin’.

This type of combat to the provenance paradox renders the brand at risk of not being strong enough to sustain growth in popularity and trust as consumers eventually want to relate the product to where it really comes from. Not establishing the origin raises doubt of authenticity by the consumers. Nonetheless it works well in preventing the brand from being harmed by geographical undermining. Hide Behind A Front : India IT consulting companies Companies known to produce relatively cheap products are associated with low quality as well.

This is the example of IT consulting companies from India as they are presumed to be good for outsourcing IT grunt work, but not for high-level strategic consulting. Hence, these companies tend to consider the “hide behind a front country” strategy by setting up fronts in Europe to be able to earn premiums for their services in Europe by downplaying the fact that they are Indian companies and choosing to hide behind a front country. Build a Brand For the Long Haul Example: Korean LG & Samsung and Japan automobiles

In the electronics industry, brands such as LG and Samsung did not just reach great heights overnight. The fact that they are of Korean origin raised many doubts about their product being of quality competent enough to compete with top electronic brands. The perception of the Brands not being good quality was gradually countered through a strategy of building a brand for the long haul. They did not just emulate high performing brands overnight, but they let the consumers realize their quality through the smaller markets that hey were initially able to penetrate. With time, consumer confidence in the brands positioned them in the upmarket segment. Furthermore, Japan can serve as the best example of how the slow progression to upmarket positioning is nothing easy as after 50 years the Japanese brands in the automobile industry (Nissan, Honda and Toyota), and electronics (Sony) have achieved the upscale position commanding steep premiums with strategic and financial commitment.

End note. Having also learnt about “The Champagne Effect”, where the Protected Geographical Status is a framework of labeling restrictions enforced by the European Union, this framework is more of a tool to insulate brands from quality competition by reinforcing stereotypes about provenance and limiting opportunities for new players from new markets, and not really to prevent inauthentic, cheaper products. This only serves as another hurdle for emerging-market companies.

However, as brands compete to overcome provenance paradox, they should consider social media, such as facebook, as this is an inexpensive channel to tout positive consumer reviews and hence get their brands known globally. They should follow what the top brands are already doing. The brands seeking for acceptance have a long way to go as emerging markets are developing faster than the stereotypes are eroding. Hence, with the help of the strategies for combating the provenance paradox they will be able to get out there and be globally recognized with patience, and long standing perseverance.

22. 11. 12 Case Study Darling Chocolate (Group 7) 1. The population is very huge in St. Petersburg and therefore there is high sales potential. The population has experienced improvements in living conditions and material well-being; however the standard of living was not that high and incomes are still very low. The annual average growth of income was 23% and average annual inflation rate was only 12%. The average spending on food is about 56% of family budget. Only 2% of monthly expenditures for food are spent on chocolate and candy.

Due to several reasons the attitude of Russian consumers is more or less negative towards imported (foreign) products. They perceive that domestic products are at least as good as foreign products. So, in general they prefer domestic products. Hence, it is not very easy to create brand awareness, because Russian consumers are very skeptical and don not trust advertising blindly. Chocolate is mass consumption product. Hence, all people are potential buyers. Russian consumers were desiring and increasingly demanding more variety in all kinds.

The market can be divided into two categories, box chocolates which are seen as more luxury products and are often used for gifts; and chocolate bars which are used for personal (more spontaneous) consumption. The market experiences seasonal ups and downs; for example Christmas and New Year Holiday season and Women’s Day are very important times for selling chocolate. The intensity of consumption is around 4 kilograms per person per year. Consumers can be divided into heavy, medium and light user. There are many companies, foreign and domestic, are competing on the market.

Foreign companies had been very successful due to low prices and aggressive advertising, but in recent years most consumers prefer domestic brands. The top three Russian companies in this business are Krupskaya, Azart and Red October. One of the most important characteristics entering the market in St. Petersburg is the price because it for customers it is the main decision criteria for purchasing or not. The second one is the specific target group due to the fact that different groups prefer different tastes, ingredients and quality.

Additionally, the competitors are very important to take into consideration. In order to achieve brand awareness and to get acceptance from the Russian customers as a foreign brand the advertising expenditures are very high. 2. It seems to be very difficult to succeed as a foreign company in the Russian market, because customers are quite price sensitive and focused on domestic brands. Therefore, we recommend entering the market with chocolate bars first in order to create higher brand awareness due to higher sales in volume.

With those products the company has lower costs for production, experiences economies of scale and can offer lower selling prices. Additionally, the heavy users which spent the most amount of money on chocolate are targeted with this strategy. Besides, customers rely on opinions of others word-of-mouth advertising could be a benefit. Finally, an aggressive and huge advertising campaign is useful. After having brand awareness, the introduction of higher priced (luxury) chocolate could be easier. However, a good quality is necessary. . The most appropriate customer is the Heavy User, because those people are buying chocolate continuously and spontaneously. More or less, the younger and mid-aged target group should be the aim, because older people rely on their experience and are very loyal to domestic products. Advertising depends on the available budget for this project. In general we would recommend a very aggressive advertising campaign using nearly every media that is available. One reason is that there is a high level of competition.

Very important in this case is advertising on Metro-trains and busses as well as at Metro and bus stations. At those points a lot of people spent much time and recognize the ads repetitive. Moreover, our aimed target group is usually using these opportunities of transport and people are often commuters. This kind of “travelling” enlarges repetition effects and reinforces brand awareness at no additional costs. Additionally, advertising on TV and Radio has to be done as well because those are very important media in Russia to reach the target and therefore to create brand awareness.

However, TV is preferred over Radio (although it is more expensive) because you can sell your message easier by pictures. Adverts in newspapers are also important because 70% of households read a daily newspaper. It is also a good medium to offer coupons and give away. But in order to reach younger people and advertise colorful (brand awareness) magazine has to be used for advertising as well. 4. The most important thing could be to convince the people that a foreign company is able to fit the needs of the customers in Russia. Therefore, it is very important to sell products with high quality at an affordable price.

In order to get a higher market in whole Russia the company has to spread to Moscow and other important cities. Additionally, the product portfolio has to be enlarged to reach more people. At first, the introduction of higher priced products (box chocolates) is necessary in St. Petersburg. Depending on the time this introduction could be most successful when there is Christmas Holiday or Mother’s Day when people are seeking for special gifts. Probably the company can think about a production plant in Russia, employing domestic people, lowering transportation costs etc. getting a more positive image.

This advert will aim at introducing white chocolate in the Indian market. The following is a brief about the advisement.

White chocolate is a portfolio of the Cadbury chocolate. Unlike the other chocolate which are dark purple in appearance, white chocolate comes in white milky color.  It also comes in different sizes starting with 45 gram bars, 100 gram bars, and 250 gram bars or the King size bar.  It is mostly preferred dues to it color and its grainy texture which turns very smooth in the mouth.

(ii)               Advertising objectives

The following will be the objectives of this advertisement putting into consideration that this will be the first time the product will be appearing in the market.;

·         Induce trail usage of the product

·         Intensify usage of the  product

·         Build a personality brand appeal

·         Generate sales lead

(iii)             Target market

According to the market research data, it has been shown that white chocolate is famous among the female segment of the population. However chocolate is famous among children and therefore this advertisement will be target both market. It will be aiming at reaching both the female adult population and children

(iv)             Positioning statement

This advisement will be aiming to create a brand personality around the dream. Therefore it will be expressed in such a way that it appear to the most female characteristic so that they can associate themselves with the brand.

In order to create positioning through association, the advertisement the following position statement;

‘My white chocolate, my dream’

(v)               Key messages

There are key message that will e expressed in this advertisement. Key among them will be the aim of creating a close association with the brand. The advertisement will look to appeal to the female market segment by associated with most of the characteristics that they like.

For example the advisement will be produced in blue and white colors which have been found favorite among women.

The other message that the advertisement will be taking across to the consumer is price advantage. Although there is not close competitor in the white chocolate market, it is clear that the chocolate the dark chocolate has dominated the market. Therefore it will be looking at appealing to the population to consider switching on to the white chocolate due to its price advantage.

Media plan

The marketing plan will use three channels for advertisement. These will include broadcast media, print media, and internet.

Human trafficking is described as the “trade in humans”. Common trade purposes include sexual slavery, surrogacy, forced labour and extraction of organs or tissues. Child labour is described as a form of work that can be hazardous towards their development and education, and could damage their physical and mental health. Some examples include the illegal drug trade, prostitution and forced recruitment for armed conflict. Trafficking represents an estimated $32 billion a year in international trade.

In 2008, the United Nations estimated that almost 2.5 million from 127 different countries are being trafficked into 137 other countries all over the world. Another report also estimated that 12. 3 million people were working as forced labourers or were sex slaves, and that 98% of them were women. Along the Ivory Coast in Africa, many children are working in cocoa fields or plants. Most of them were told that they would be paid if they would work for their company and that the money earned would go back to their family, which convinced many to through with the process.

They were brought out of their village, and thought they were going on an adventure and that it would be a fun and exciting experience. But when they arrived, they realised that they were far away from home, and that it wouldn’t be as fun as they had imagined. According to the BBC, approximately 1. 8 million children in West Africa are working in the cocoa industry. The chocolate industry is worth more than ?56. 5 billion a year and 40% of the people working on the Ivory Coast live below the poverty line.

Children have been seen at risk while holding various weapons and pesticides and are forced to work from early in the morning to late at night non-stop. The standards of living for the workers are horrible. They sleep in a small, crowded area with other workers where the floor is often damp with urine, making it hard for them to breathe. They get fed just enough to keep them alive and it is impossible to escape. They do not earn money and will be lucky if they ever see their parents or family members again.

Experiences like these leave a victim with man bad memories that they will never be able to forget. Many could end up suffering with post-traumatic stress disorder, and will get unwanted flashbacks. Human trafficking and child labour affects victims both physically and mentally, and needs to be abolished as soon as possible. The way they are treated is not how they should be and this needs to be dealt with immediately.

The “banana republic” is a familiar term. What is less known is how literally the term applied during the early 20th century in many regions of Central America. The United Fruit Company, an American concern, was formed in 1899 when several banana companies merged. Since banana is a crop best grown in Central American climates, the company acquired ever greater amounts of land there. The company soon became the largest employer in Central America. Its presence and political influence there affected the lives of the native peoples in ways that remain controversial to this day.

The large peasant class of Central America was the most profoundly affected. Life Before, and during, United Fruit The European domination of Central America during the 18th and 19th centuries resulted in a highly stratified social structure. The traditional social order of the Mayans and Aztecs reinforced that structure. There was a very large peasant class, some of whom came there as slaves. The average peasant struggled to get by, often being forced to work for whatever large foreign company had moved into their area. Many of these peasants were descendants of the powerful Indian cultures that had been there thousands of years prior.

Others brought a West African influence to the region, with their unique methods of worship, dance and music. The peasants of Central America are part of a rich and dynamic culture. They are anything but unskilled. For example, they are known for their ability to make beautiful, colorful clothing. This was first noted by the conquistadores and remains a skill to this day. It was the Indians who discovered a use for the cacao, the basis of chocolate. They created a sort chocolate drink that became widely popular. It was later modified to suit European and American tastes.

The diet of the peasants often consisted foods such as beans, maize, frijoles, chili and beef. Exports from Central America to the rest of the world rose sharply during the mid-1800’s. In response to the demand, farmers cultivated a variety of crops including rubber trees, cacao, sugar and fruit. The main cash crop was something else, however. According to Peter Bakewell in A History of Latin America: But most prominent by far in this line of agricultural goods was coffee, which was the leading export, c. 1913, of no fewer than seven countries. (2004) Farmers, at first, were in business alone.

In most cases, however, their land was swallowed up by large corporate concerns. As these corporations became more prominent repressive, pro-corporate regimes were installed. Since the 1970’s the trend has reversed itself. Small, individual farms are becoming more and more common. A regional movement has emerged to promote self-survival through small farming. Guatemalans are using traditional stories, parables and humorous anecdotes to spread agricultural knowledge to their Mexican neighbors. They also share proud peasant virtues such as the love of farming, family and community.

These virtues have been shared by peasants in Central America for hundreds of years. Still, life was difficult. Most peasants have to take second or third jobs. Farmers may do additional day labor on other farms. Some do not own land and work as a field hand wherever the work is available. Prior to the 1944 socialist revolution in Guatemalan wealth was concentrated among an elite few: …just 2. 2 percent of the population owned over 70 percent of the country’s land. Only 10 percent of the land was available for 90 percent of the population, most of whom were Indians. (Landmeier, 1997).

This concentration of land in the hands of a powerful few made it easy for companies to come in and acquire large amounts of land. These companies often left large tracts of land uncultivated. The peasants could have used this land to grow a variety of crops; instead they were often forced to take jobs at the company, on the company’s terms. The Growth of the Corporate Plantation Cheap labor, available land and favorable climatic and political conditions drew large multi-national corporations to Central America in the late 1800’s. The lives of the small peasant farmers would be altered dramatically.

The United Fruit Company became the most prominent example of a foreign company influencing a sovereign government and the lives of its citizens. The United Fruit Company began operations at a time when there was little restraint on businesses. Huge monopolies, such as Standard Oil, were allowed to develop and dominate markets. The labor movement in The United States was still in its infancy, although it had won a few concessions from business and the government. For a company such as United Fruit, which employed thousands in foreign countries, there was little oversight.

The large peasant population in Central America was merely seen as “cheap labor” for the huge company. United Fruit made “quid pro quo” deals with foreign politicians to gain land and other concessions from those governments. The company had government assistance in putting down strikes, some of which involved more than 100,000 workers. In Colombia, the army fired into a large crowd of peasant strikers, killing dozens. Accusations arose that the army was essentially under the direction of The United Fruit Company. The Good and the Bad

Not all of the effects of the banana plantations were negative. United Fruit built much needed infrastructure in countries such as Guatemala and Honduras. Rail lines and schools were built and postal service was improved. Jobs at United Fruit typically paid more than other jobs in the areas where they were located. In later years, employees received medical care and free education. At the same time, jobs at banana plantations were often temporary. Working conditions were difficult, if not dangerous. Field workers were exposed to potentially harmful pesticides and other chemicals.

The rail lines served as another monopoly for a company like United Fruit, so they pressured governments not to build highways. The United Fruit Company gained undue influence over the lives of ordinary citizens through corrupt politicians. The most famous example arose in 1975, shortly before the company reorganized. Reports came to light that United Fruit was paying a $2. 5 million dollar bribe to the President of Honduras in exchange for tax breaks. The Honduran President was later removed by a military coup. The banana company also had influence within the American government.

It encouraged the government to intervene to stop socialist movements in Central America. In 1954, the Central Intelligence Agency took covert action to undermine a Guatemalan regime they feared would align with the Soviet Union. The regime had planned to buy back the large amounts of unused land owned by United Fruit and distribute it to peasants. It is this image of unrestrained American capitalism and exploitation that has driven a number of Central American countries toward socialist regimes. In Central America, United Fruit is now broken into many subsidiaries. Much of the banana crop is received from independent farms.

For Central American peasants the legacy of United Fruit is likely to be more bad than good. They feel they have been exploited and their traditional way of life nearly destroyed. The influence of the company over regional politics meant that the lower classes had little representation in the government. That has changed somewhat, but the problem of poverty remains. Today the working classes soldier on, doing what they must to maintain their rich culture. Sources Bakewell, Peter. A History of Latin America (2nd ed. ). Oxford, U. K. : Blackwell Publishing, 2004. Chomsky, Aviva.

West Indian Workers and the United Fruit Company in Costa Rica, 1870-1940. Baton Rouge, LA: Louisiana State University Press, 1996. Draper, Thomas (ed. ). Democracy and Dictatorship in Latin America. New York: H. W. Wilson, 1981. Keen, Benjamin (ed. ). Latin American Civilization: history and society, 1492 to the present. Boulder, CO: Westview Press, 1991. Landmeier, Peter. “Banana Republic: The United Fruit Company” 1997. Retrieved 17 Nov. 2006: < http://www. mayaparadise. com/ufc1e. htm >. United Fruit Historical Society. “Chronology” [web site] 2006. Retrieved 11/17/2006 < http://www. unitedfruit. org/chron. htm >.