Haribo

Greek Confectionery Market

Consumption per head

Consumption per Country

Competitors

• Ferrero
• Mars
• Jannis SA
• Bolero Confectionery of Trace SA
• Viap Mentel SA
• Makedonika Zacharodi SA.

HARIBO & Confectionery Industry

Industry Overview

HARIBO'S STRATEGY

Haribo

• Intense competition
• Confectionery market in Europe and the US was worth $99.7bn
• From 2008-2012:

- Compound annual growth rate (CAGR): 2.9%

• Germany, the United Kingdom, France and Italy generate the largest value sales
• The UK and Germany, highest penetration of sweets and a high frequency of consumption

POSITIONING

• Founded in 1920 in Bonn
• Most important manufacturer of gums and jellies
• 11 production facilities across Europe
• 21 sales subsidiaries countries
• Exports to more than 100 countries
• Goldbears produced in a year can go around the earth 4 times (That's 160,306 Km)

TARGETING

HOW TO ENTER THE MARKET

Direct Exporting

• Consumers:

• Addicts & greedy
• Reasonable
• Generous

• Friendly, familiar and fun brand image
• Image differentiation which helps targets kids and adults alike
• Product variation and differentiation
• Affordable product in a marketplace affected by recession
• Caring brand in order to build customer loyalty

• Achieve the goals established and minimize costs
• Close to production points
• European Single Market
• Not enough experience to establish a production center

Sweets Confectionery in Europe

MARKETING MIX

PRICE

PRODUCT

PRICING PENETRATION STRATEGY

CONCLUSIONS

SWOT ANALYSIS

MARKET PENETRATION STRATEGY

• Gel sweet and sugar-coated products:

- 40gram packet - €0.38 (original price is €0.50)

- 90gram packet - €0.70 (original price is €0.85)

- 275gram packet - €2.55 (original price is €2.80)

• Chocolate products:

- 40gram packet - €0.48 (original price is €0.60)

- 90gram packet - €0.85 (original price is €1.00)

- 180gram packet - €1.69 (original price is €1.99)

• Gel sweet: Gummy Bear, Fruit Gum, Happy Cola
• Sugar-coated: Soft Jelly, Peaches and Chamallows
• Chocolate: Chamallows Soft-Kiss

PLACE

PROMOTION

ADAPTED COMMUNICATION CAMPAIGN

• Will focus on Haribo’s brand image yet it will be adapted to local preferences
• The products will be promoted as being ‘fun’
• Mass media forms such as television and internet
• Public spaces such as buses

• Products will be distributed through supermarkets and small convenience stores
• Haribo’s products will receive maximum visibility in supermarkets
• Haribo will build a good relationship with supermarkets like Carrefour Marinopoulous

• Haribo will seek to gain an early foothold in the market
• Haribo will have to portray an inventive and innovative brand image in order to differentiate themselves from competitors
• Haribo could possibly face early losses of Haribo Greece
• Expand further in the chocolate confectionery market

INTRODUCTION

• Haribo & Confectionery Industry
• Greek Confectionery Market
• How to enter the market
• Targeting
• Brand positioning
• 4Ps
• SWOT Analysis
• Conclusions

HARIBO

Mickel Parmar

Alessandra Cortegiani