Why Buy a Product

The fascination with Haribo sweets has been a part of many families for many generations. In recent years, Haribo Sweets have grown to occupy a very wide market share within many different industries. The confectionary sweets come in different flavors and are appealing to many different age groups, from the small to the old. Haribo has managed to penetrate different markets using the four P’s of marketing. It is through the utilization of this strategy that they have grown in different markets.  Haribo’s are products that greatly appeals to many families, including my own. The sweets come in a variety of flavors, packages, and proportions. The company has diversified the product flavors to capture a market which other gelatine manufacturing companies have not been able to attract. The flavors greatly differ from sweet, extremely sweet, and sweet and sour (Haribo International, n.d.). This is one factor that has captures the loyalty of many consumers. The flavor of Haribo sweets is unmatched within the market. Similarly, the company has also expounded on the product sizes and packages. They have ensured that the product come in different sizes and different packs to target whole families and single individuals. In other cases, there are retail organizations that run out of several flavors of Haribo sweets as they are in high demand. In most cases, the Haribo Tangfastics are quick to end as they are in high demand, while the Jellybeans remain.  The marketers of Haribo have developed marketing strategies which target children between the ages of 4 and 14. However, their marketing techniques also incorporate the use of adults to strike both young and old markets alike. For instance, in their Starmix advertisement, they use adults with children’s voices to describe the different types of Haribo Starmix characters. These marketers ensure they develop strategies which promote marketing Haribo’s in a fun and unchallenged way. I also admire that the prices of Haribo are never too high. There are varieties of packages and each is at a favorable price, though they are slightly higher than any other gelatine products on the market. This is, however, understandable as Haribo products are of quality and value for money is highly guaranteed.  The Haribo manufacturing plant is located in Germany. The company has recently opened another plant in North America to facilitate the rising demand rate for the products across the globe (Stein, 2017). The company works through the use of wholesalers and retailers located in different countries to distribute their products. These organizations import Haribo products from the manufacturing company in Germany, and soon North America. Once the products are imported, these retailers place the products on shelves and other distribution centers where consumers can easily access the product (Stein, 2017). For instance, they are placed on supermarket shelves where consumers are able to access as they shop.  The company ensures that its products remain valuable by continually developing new product flavors (Haribo International, n.d.). These products are promoted through such strategies as 2 in 1 promotions, Buy 1 get one Free, Half price promotions and so forth. These ensure the consumers are willing to purchase new product flavors and maintains the market share. The company consistently utilizes the four P's of marketing to retain its current market share, increase its profitability and maintain the loyalty of its consumers (Haribo International, n.d.). By understanding its target market, both in the local and international scene, the company is able to maintain proper marketing and promotion strategies which attain successful sales of the sweets.  In order to deliver these products to its consumers, there are a variety of social, environmental, and regulatory forces the company has to overcome. For instance, the company has to ensure it is operating within the confines of the law. For instance, when importing the product, the company has to notify the US Food and Drug Administration to facilitate admittance of the sweets into the country (USA Customs Clearance, 2018). In marketing the product, the company also has to ensure the marketing strategies do not go against any legal regulations (USA Customs Clearance, 2018). For instance, when using television advertisements, they have to ensure they are in accordance with the media and advertising laws present within the country (Haribo International, n.d.). The company also has to ensure that the ingredients in the sweets are well portrayed to prevent lawsuits and other legal issues.  It is through proper strategy and planning that the Haribo Company continued to thrive in the different market. As a family delicacy, the sweets continue to gain loyalty in various generations. I am loyal to Haribo always.

References

Haribo International. (n.d.). The Colourful World of Haribo. Haribo International. Retrieved from https://www.haribo.com/fileadmin/upload/USA/company/HARIBO_info_en_short.pdf Stein, J. (2017). Gummy bear giant Haribo to build first North American plant in Pleasant Prairie with 400 jobs. Milwaukee Journal Sentinel. Retrieved from https://www.jsonline.com/story/news/politics/2017/03/23/gummy-bear-maker-haribo-open-kenosha-plant-400-jobs/99538412/ USA Customs Clearance. (2018). Importing Candy into the U.S. | Customs Bonds. Retrieved from https://usacustomsclearance.com/process/importing-candy-into-the-us/