History and marketing analysis of Galaxy chocolate

Galaxy Chocolate

A History of Chocolate

Chocolate is one of the well-known and -- loved food commodities in the world today. The universal appeal of chocolate to everyone's palate makes it a very important commodity, encompassing the need to fulfill one's hunger to include one's "affinity" to it, being a 'comfort' and indulgent type of food for most consumers. In fact, chocolate's appeal and affinity goes back to the earliest civilizations in history, developing over time from becoming a nourishing and delicious drink to being a favorite sweet food item popularly known today.

To trace chocolate's history would mean going back to 250-900 AD and 16th century and in three (3) continents, backtracking from North America (via United States), to Europe (particularly England and Spain), and finally, to South America (particularly Aztec and Mayan societies).

Chocolate is made from cacao, a tree that is found in South America. The Mayans and Aztecs living in the region in 250-900 AD discovered this tree and the benefits of its seeds. According to the Field Museum (2007), cacao seeds are grounded and made into paste form to create chocolate. The Mayans have pioneered the use of cacao seeds as a chocolate drink; however, during the early times, chocolate is spicy-tasting, not in the form and taste as we know it today. In addition to being a popular drink, the Mayans also used cacao as "money, offering to gods, and payment to rulers" (ibid.). Aztecs have similarly used cacao and processed cacao seeds the same way as the Mayans did.

It was during Spain's conquest of the Aztecs in South America that cacao's popularity spread from the region to Europe. It was also during this period, the 16th century that cacao seed processing to chocolate powder became widespread. In the 17th century, Spain started exporting chocolate powder to other European countries, which included London, the start-off point of chocolate's 'journey' from Europe to the Americas (Aphrodite Chocolates, 2008). The chocolate-and-milk mixture, popularly known as milk chocolate today, was first concocted in this period as well; the recipe was eventually used in England. Cadburys was one of the pioneers in the country who popularized milk chocolate, and its popularity spread to the Americas when the Quakers (who first occupied and settled in the new English territory) brought this popular food and drink with them (Bose, 2011). From that point forward, new technologies and innovations have made developments in chocolate-making, and chocolate has since evolved from being a drink, chocolate, and even as an ingredient to other foods such as cakes and other sweets.

Chocolate as it is known today serves different functions as a food and drink. It has become embedded into the lives of people all over the world that it went beyond providing nourishment and energy to being considered a "comfort food." That is, chocolate has achieved a higher form of affinity with people, attaching emotional meanings to the food itself, and the act of enjoying a bar or cup of chocolate. Chocolate is linked with different emotions and purposes, namely: comfort food, indulgent food, as a reward, or as part of a celebration. In fact, chocolate's sweet deliciousness have been invaluable that it is almost always included in every occasion or event worth celebrating.

Galaxy Chocolate, manufactured by Mars Corporation, is an example of a chocolate brand that uses these emotional attachments to their target market. In its Galaxy Pieces ad, it used emotional attachments with its target group -- women -- as its communication handle, putting emphasis on two angles or key messages. These angles/messages are: (i) chocolate for a woman's "personal 'me time'," and (ii) celebrating the discovery of the woman's "lost passion."

Supporting the text/copy of the ad are images of woman and the richness of Galaxy chocolate. Framed pictures of women set against roses and embroidered cloth with Arabic symbols/letters demonstrate the richness of the memory that these images ignite in the minds of its primary target market, the women. Particularly, the ad targets Arabic women, as construed from the images of veiled women in the framed pictures. Symbolically, the image of richness and 'fine, delicate things' in the ad also reflects the rich heritage and culture that the women have. Indeed, this 'richness of culture' theme is reinforced by the fact that the pictures shown and materials illustrated in the ad convey the mood of winning poems by women.