Haribo Cupcake Mix Marketing Plan

6779 words 28 pages


ING Morgane

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
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These candies are leader on the market. They are the most consumed and they are situated in a growing market with a lot of competition. Innovation and investments are important because this segment could become cash cows

Tender liquorice candies represent HARIBO’s cash cows. We can notice a slow growth of the segment. They represent important market shares. We can also notice few investments in this segment but high profitability. It enables the financing of HARIBO’s stars.

Rigid liquorice candies represent HARIBO’s question marks. We can notice an important market growth rate. The company has two solutions : make the rigid liquorice become stars or stop the sales of this product.

HARIBO has no dogs which means that the company is healthy. It has a good range of products. HARIBO doesn’t waste its time with no profitable products.

2) Key macro environmental influences (PESTEL)

Political & Legal factors

Several actions were taken against obesity. For instance, small lines were written under the ads for sugared or fattened products: “Avoid eating too much sugared products”.

In 2008, Roselyne Bachelot as Health Minister asked that all the sweets placed near the cashiers would be placed elsewhere to avoid children being tempted when doing the queue. Roseline Bachelot was also willing that food companies be more ethical in order to fight effectively against the child obesity.

Sweets are no longer available at school to prevent children from taking