Tony’s Chocolonely
Tony’s Chocolonely is a chocolate company dedicated to making all chocolate 100% free from slavery, founded by Teun Van De Keuken in 2003. Through their 5 Sourcing Principles, they work to ensure farmers earn a living income while raising awareness about inequalities in the chocolate industry, as shown by the logo in Figure 4.
The company offers a wide range of products, featuring chocolate bars in various flavors and two sizes (47g and 180g). The bars are notable for their unevenly divided chocolate pieces, see below.
From October to December each year, Tony’s Chocolonely releases three limited-edition chocolate bar flavors. The most popular flavor from these limited editions is then added to their permanent product lineup.
Describe one advantage for the company in developing a product family for their chocolate bars.
- Increasing sales/profits/satisfied customers/brand loyalty
1 mark - By offering a wide range of choice/tastes
1 mark
- By offering a wide range of choice/tastes
OR
- Cost effectiveness
1 mark - Able to use the same/existing manufacturing capabilities (same machinery, staff, skills, suppliers)
1 mark
- Able to use the same/existing manufacturing capabilities (same machinery, staff, skills, suppliers)
OR
- Achieves economies of scale
1 mark - By buying (similar ingredients) in bulk
1 mark
- By buying (similar ingredients) in bulk
Describe how Tony’s Chocolonely has built a brand identity for their chocolate bar that aligns with their mission.
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Brand identity differentiates Tony's Chocolonely from competitors and builds consumer connection/loyalty
1 mark -
Logo features broken chains symbolizing removal of inappropriate labor conditions
1 mark -
Appeals to consumers' ethical values and promotes fair trade
1 mark -
Unequally divided chocolate pieces represent:
- Inequalities in chocolate industry profits
- Uneven distribution of income
- Need for fair wages for farmers
1 mark
-
Colorful packaging reflects optimism in achieving company mission
1 mark
Explain the corporate strategy used by Tony’s Chocolonely for producing chocolate bars during the months of October to December.
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Product development
1 mark -
New products/flavors are introduced into an existing market
1 mark
Propose one additional strategy that the company could implement to enhance each of the three components of triple bottom line sustainability.
Social Sustainability 3 marks max
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Putting profits back into community through building schools, hospitals, supporting charities
1 mark -
Investing in agricultural training for cocoa farmers
1 mark -
Fighting against child labor/ensuring traceable cocoa beans
1 mark -
Empowering farmers through education and resources
1 mark -
Improving workers' living conditions through loan programs
1 mark
Environmental Sustainability 3 marks max
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Cleaning and providing clean water sources
1 mark -
Training farmers in organic farming/minimizing pesticide use
1 mark -
Using sustainable packaging (recycled/FSC-approved/local materials)
1 mark -
Implementing clean technologies in production
1 mark -
Using eco-labelling on products
1 mark
Economic Sustainability 3 marks max
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Expanding business operations globally
1 mark -
Introducing varied product sizes
1 mark -
Implementing product development/diversification strategies
1 mark -
Expanding fair price program to more farmers
1 mark -
Building long-term relationships with cocoa farmers
1 mark -
Obtaining fair trade certification
1 mark
