Haribo Cupcake Mix Marketing Plan
[pic]
MARKETING PLAN:
[pic]
CONTRERAS VALDERRAMA Iván
FERNANDEZ Ana Laura
GASPARINI Fabien
GRANDPRE Ségolène
HAMRANI Sonia
ING Morgane
Foreword
Created in 1920, in Bonn, by a German named: Hans Riegel, Haribo (stands for Hans RIegel BOn) is today known worldwide for its candies such as: Gold-Bears, Tagada Stawberries or Fizzy Cola. Indeed, Haribo is the first manufacturer of gums and jellies within the total sugar confectionery market, who owns other famous candy brands such as: MAOM, Zan, Ricqlès… and exports to more than 105 countries all over the world.
However, with such a competitive market, our brand must create a new product which will open new horizon to our company and for this, we have decided to take the famous slogan “Kids and grown-ups love it so – the happy world of Haribo”(UK)and give it a new meaning.
Summary
I. Executive summary of our new product launch II. Current marketing situation III. Objectives IV. Target markets V. Marketing strategies VI. Marketing programs VII. Resources & Budget VIII. Implementation controls
I. Executive summary of our product launch
Haribo brand: Haribo is the leader on the French confectionary market. It exports to more than one hundred and fifty five countries over the world. More than 300 different HARIBO candies are sold around the world. Its portfolio includes brands such as Strawbs, Goldbears, Happy Cola. However, there is a lot of competition on this market with brands like Carambar, Kraft, Lutti….
Corporate objectives: ➢ Growth and performance improvement ➢ Healthier image ➢ Maintain a strong brand equity
Customer insight: Customers trust Haribo brand because this brand is associated with their childhood but they are still very concerned about the amount of sugar in the candies.
Positioning: Haribo is well-known in Europe but has to increase its presence on
MARKETING PLAN:
[pic]
CONTRERAS VALDERRAMA Iván
FERNANDEZ Ana Laura
GASPARINI Fabien
GRANDPRE Ségolène
HAMRANI Sonia
ING Morgane
Foreword
Created in 1920, in Bonn, by a German named: Hans Riegel, Haribo (stands for Hans RIegel BOn) is today known worldwide for its candies such as: Gold-Bears, Tagada Stawberries or Fizzy Cola. Indeed, Haribo is the first manufacturer of gums and jellies within the total sugar confectionery market, who owns other famous candy brands such as: MAOM, Zan, Ricqlès… and exports to more than 105 countries all over the world.
However, with such a competitive market, our brand must create a new product which will open new horizon to our company and for this, we have decided to take the famous slogan “Kids and grown-ups love it so – the happy world of Haribo”(UK)and give it a new meaning.
Summary
I. Executive summary of our new product launch II. Current marketing situation III. Objectives IV. Target markets V. Marketing strategies VI. Marketing programs VII. Resources & Budget VIII. Implementation controls
I. Executive summary of our product launch
Haribo brand: Haribo is the leader on the French confectionary market. It exports to more than one hundred and fifty five countries over the world. More than 300 different HARIBO candies are sold around the world. Its portfolio includes brands such as Strawbs, Goldbears, Happy Cola. However, there is a lot of competition on this market with brands like Carambar, Kraft, Lutti….
Corporate objectives: ➢ Growth and performance improvement ➢ Healthier image ➢ Maintain a strong brand equity
Customer insight: Customers trust Haribo brand because this brand is associated with their childhood but they are still very concerned about the amount of sugar in the candies.
Positioning: Haribo is well-known in Europe but has to increase its presence on