Marketing

→ dossier à rendre avant le 2 mars 2022

consignes:
- 2,3 pages, calibri font, police 11. Mettre des images et tableaux !
- page supplémentaire pour la bibliographie

Entreprise : Haribo

Analysis:

Mission of the company: (pierre)

According to the company, Haribo has had four main missions since its creation.

First of all, Haribo insists on its independence: it is a family company that pays itself for its
growth and new ventures.
Trust is also one of the most important values for Haribo: they like long-term relationships
with their economic partners but also with their employees. They want to give them enough
choices to do their work.
“Quality first”: since the creation of Haribo in 1920, having high quality standards is more
than compulsory. Every product has to fulfill these standards.
Last but not least, “childlike happiness” : all the products have to provide happiness and
pleasure to customers ! It has been the main goal of the company since day one !

The products commercialized by the company: (pierre)

Of course most of the products sold by Haribo are candys. There are a lot of types: tagada,
dragibus, schtroumpfs… A lot of format and for sure a lot of taste !
But surprisingly, Haribo also produces derivatives products ! For example, there are cars
which are named after candys’ names, mugs or candles !

Focus on the selected product category: (achille)

Haribo's core business is the production of candy, which is what it is known for and is its
main source of income. As we want to market a new type of candy, the product category
selected is candy.

External analysis: (Lila et Oualid)

Analysis of the demand:

Analysis of the main actors:

→ Corporate competitors, retailers, other potential influential actors

Now:

All the opportunities for your product that come from the analysis of the above points:
(Julien)

All the threats for your product that come from the analysis of the above points: (Achille)

After studying these particular points, we observe different possible threats, the first one
concerns the demand, for the case of sweets it depends on the tastes, the different cultures
and the impact of the publicity on the targets (children for example), the danger can be the
production of a sweet in the antipodes of what is consumed in France, or something too
similar and routine. Moreover, the use of pork gelatin may reduce the size of the target
audience as it goes against some vegan or religious diets.

We also need to make sure that none of our competitors are already producing a similar
candy that blocks the product's departure. Moreover, our points of sale are concentrated in
supermarkets and in redistribution, the danger here is from the point of view of logistics
which must be flexible according to demand.

A last problem with the marketing of a new candy are the associations fighting against
obesity, diabetes. Health organizations can establish barriers as well as vegan associations
if our product contains animal products.

Bibliography: