Marketing and Mix Candy

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I N T E R N A T I O N A L M A R K E T I N G
M A Y 2 0 1 1

I N T E R N A T I O N A L M A R K E T I N G
M A Y 2 0 1 1

E M E L I E W E N D E L
A L L Y S O N D I A S
R E B E C K A G R I M S B E R G
A N N A K A T H A R I N A G E O R G E

E M E L I E W E N D E L
A L L Y S O N D I A S
R E B E C K A G R I M S B E R G
A N N A K A T H A R I N A G E O R G E

How to introduce pick & mix candy in Germany
- International Marketing Report
How to introduce pick & mix candy in Germany
- International Marketing Report

Executive Summary
Candyking is the biggest retailer of pick & mix candy in the world and since pick & mix candy. Candyking’s basic idea is to let the consumer put together his own candy bag according to need, occasion and taste. Their assortment is of the highest quality and contains select favorites from the different suppliers. Candyking is a very strong brand so they can offer grocery retailers, amusement parks, service stations and cinemas a package solution. Candyking’s founder, Christer Forsman, is Swedish and he came up with the idea to try manual candy sales in 1980-1981. The sales went really well and in 1984 the pick & mix candy sales started in a store in the Swedish capital, Stockholm. Since the sales went so well in Sweden and also later in England, Norway and Finland we would like to trade this product with Germany though it’s the second country, after Sweden, where you eat the most candy.

Despite the fact that the German government puts a strong emphasis on the consumer’s protection and the numerous campaigns of fitness and health programs of magazines and also fitness companies, the German sweets consumption is very high and still rising. No matter which family constellation, social group or nationality the different people belong to, they all love sweets. Consumption habits do not differ among the various consumption opportunities, i.e. the German population consumes sweets in families, in groups, alone in front of the PC, at home, outdoors, etc. As a consequence, the business opportunities for any kinds of sweets are immense within the German market as long as the European and German requirements are fulfilled and as long as the expanding companies keep the competition in mind.

Table of Contents

Preface3
Introduction4
Part I. Cultural Analysis6
1.1 Cultural analysis of Germany6
1:1:1 Relevant history6
1:1:2 Geographical setting7
1:1:3 Social institutions7
Aesthetics9
1:1:4 Living conditions9
Diet and nutrition9
Social security with reference to Health Care9
Part IV. Preliminary Marketing Plan11
2:1 The marketing plan11
2:1:1 Marketing objectives11
2:1:2 Product adaption or modification11
2:1:3 Promotion mix13
2:1:4 Distribution: From origin to destination17
Port selection17
2:1:5 Channels of distribution18
Retailers18
Warehousing19
2:1:6 Price determination20
Cost of the shipment of goods20
Candyking’s gross margins20
Retail price21
Time draft22
Appendix I – Packaging25

Preface
Pick & mix candy is candy that is sold as price per kilogram and you choose your own bag of candy from big walls in for example the supermarkets. The advantage of pick & mix candy is that it gives the consumer the freedom of choice, to select their personal favorite candy and mix them freely. The disadvantage of the large selection and the big bags is though that the consumer more easily purchase larger quantities than you would otherwise notice. Swedes eat the most pick & mix candy in the world. This type of candy is also common in Finland, Norway and England. Young people and women between 25 and 60 years old eat the most candy. In Sweden they eat more than 18 kilograms candy per person and per year. For the stores the pick & mix candy has become an important bait to lure the customers into their store. Competition...
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