Haribo Executive Summary
[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 ... Show more content on Helpwriting.net ...
➢ HARIBO also wants to push a healthier image. We can notice an improvement in the nutrition
profile of the products They are now : Free from artificial colours (instead HARIBO uses citrus
concentrate for the yellow or kiwi concentrate in order to obtain a green color) They contain natural
flavours as much as possible Finally HARIBO wants to keep a strong brand equity (innovation, high
quality, awareness, strong relationship with consumers, market shares). Indeed HARIBO strategy is
based on innovation. The brand offers a wide variety of products and bag sizes. New colours, flavours,
textures and shapes are created each month.. Furthermore, HARIBO is recognized for the high quality
of its products. HARIBO always places extreme importance on the quality and sourcing of all its
ingredients and products used during the production process. Finally, Haribo aims at being close to its
customers. The values shared by HARIBO are : generosity, family, happy go lucky attitude, fun side,
sharing... b) HARIBO portfolio [pic] Chart N°1 : BCG Matrix More than 300 different HARIBO
candies are sold around the world. Its portfolio includes brands such as Strawbs, Goldbears, Happy
Cola, Jelly
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