HARIBO: Portfolio optimisation for future growth
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The Danish sugar confectionary market is saturated and defined by many brands each offering a range of products. As the market leader, HARIBO wants to continuously deep dive into the dynamics of that market.
The ambition of this study was to get a deeper understanding of what differentiates competing products and brands in this category, as well as acquiring input on how to prioritise within the product portfolio in order to help both HARIBO and retail customers optimise sales.
Discover how to optimise your brand portfolio
The level of detail is impressive – we have gotten a combination of overall strategic insights as well as very specific product/domain related recommendations.
- Nordic Marketing Director, HARIBO Lakrids A/S
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