In 2006, the confectionery industry is one of the most dynamic and innovative sectors within the food industry. Although its fragmentation around the world allows the entry of new competitors, consumers prefer established brands and new entrants need to make large investments in marketing and advertising to build brand awareness. In contrast to other food segments compared with the confectionery industry and consumer impulse purchases that challenge emerging and established manufacturer depends … Read more »

In 2006, the confectionery industry is one of the most dynamic and innovative sectors within the food industry. Although its fragmentation around the world allows the entry of new competitors, consumers prefer established brands and new entrants need to make large investments in marketing and advertising to build brand awareness. In contrast to other food segments compared with the confectionery industry and consumers depends impulse purchases, the emerging and established manufacturers demand the affordability, availability and attractive packaging and presentation to preserve their products. In addition, the development of new products is essential for the protection and increase the market share, with changes in consumer attitudes and preferences demanding continuous innovation in new areas such as “limited editions”, “sugar-free” products and new product lines. Examines the global confectionery industry in 2006 and also studied certain forces at play in the Latin American market confectionery.
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from
Bruce McKern,
Marisol Vidal Palma
Source: Stanford Graduate School of Business
21 pages.
Publication Date: Jun 21,, 2006. Prod #: IB65-PDF-ENG
Confectionery Industry: Latin America and the Global Industry in 2006 HBR case solution