Awfully Chocolate focuses on quality, uniqueness and simplicity. According to their website, they only offer four products to their customers, and their only sales channels are their restaurants/cafes. All of their products are based on chocolate, and they want to create a unique experience through their premium products. Awfully Chocolate are strong believers in the quality of their products as they have decided to never advertise the concept. This marketing strategy is based on word of mouth, much similar to Max Brenner. They create a unique feeling in every shop by not replicating a cake shop and creating a special ambiance.  

Godiva on the other hand, is a premium chocolatier selling Belgian chocolates that has become global. They have achieved this through marketing channels such as catalogues, social media and their retail stores. Godiva aims to build a closer relationships with their customers through these channels, and a few years ago released a mobile phone application that rapidly increased sales. Through social media they have developed a close customer relationship, receiving taste feedback and understanding the lifestyle of their customers. As a result, Godiva has shifted a lot of their marketing focus towards social media in the last years. They also connect closely with high-end written media such as Vogue, and Vanity Fair, clearly indicating their target market. In addition, their retail stores in China include cafes where products are displayed. This makes them a direct competitor for Max Brenner. On the contrary, they offer completely different marketing concepts.  

In the table below, we have looked at the target markets of Max Brenner and its competitors.