Product details

This case deals with the marketing approach of the French people's favourite confectionery company: Haribo. This company is extremely present in shops, pockets and minds (children's AND adults') with their very famous nursery-rhyme slogan: 'Haribo c'est beau la vie, pour les grands et les petits…'. The company is also well-known as being at the forefront of innovation. That is why, today, the managers of the Haribo Company wish to launch a product which corresponds to the market's strongest trend: 'light' products. Indeed, the food-processing industry follows the trend that leads to a 'better health'. Therefore, the company is determined to modify some of it key-products in order to adapt them to the consumers' new expectations and thus offer a Haribo 'Light Range'. In doing so, the aim is also to gain market-shares on the 'Adult' segment. The goal is to commercialize a new range of products in order to back the new trends of the market.