Topdrop is mostly popular amongst the 7 to 17 years

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Topdrop is mostly popular amongst the 7 to 17 years old population, 18% of this groupprefer to eat Topdrop. HariCandy and Cardrop are the preferred brands amongst the groupof children aged 7 to 11.King is by far the best-known brand in the peppermint category. Followed by Wilhelmina,HariCandy’s Mantus, Faam, and TocTic. Mantus does not have a high name familiaritybecause the consumer does not immediately associate this brand with peppermints.However, those who eats peppermints do recognize this brand as a peppermint brand.Mantus is consumed relatively more often by the 7 to 11 years old, while King is more ofteneaten by people between 18 and 34 years old.HariCandy is the most well-known and most consumed brand in the category gum, followedby Cardrop and GreenBand. Cardrop has a very low spontaneous brand familiarity,Consumers don’t associate Cardrop with gums. Cardrop is more often consumed by men andchildren aged 7 to 17, while HariCandy is relatively more often consumed by women andchildren aged 7 to 11.Amongst the toffee consumer, the greatest brand familiarity has Chokotoff, followed byMekkel, Cote d’Or, and Fruit-ella from HariCandy. Almost a third of the toffee consumersprefer Chokotoff, Fruit-ella is mainly consumed by children aged 7 to 11 and a relativelylarge part of this group also consume Skittles. Chokotoff is mostly consumed by people aged18 to 34.Distribution of confectioneryIn the Netherlands there are about 85.000 points of sale that have confectionery in theirproduct range. This large number of sales points is explainable because confectionery
products are low-involvement products that are bought on impulse. Most commonlyconsumers buy confectionery in the food channel (food retail trade). In 2016, 53.5% of theturnover happened via this distribution channel. The rest of the turnover is obtained via theso cold ‘grey channel’.The grey channel covers all other sales points apart from the supermarket such as bakeriesand patisseries, department stores, markets, tobacconists, chemists, petrol stations, thecatering sector, sweet shops and special sweet shops, and recreational sales points. Theproduct line of HariCandy sold via the food channel is supplied from their distribution centerin Utrecht. The supply to the grey channel is taken care of by wholesalers such as Makro,Sugro, Tabak & Food Nederland, and Lekkerland-Maas.Recently, supermarkets started to work more professionally. Large retailers such as AlbertHeijn, Jumbo, and SuperUnie compose their range of products based on carefully consideredplans, often with the help of category management automation. Shops no longer considerthe return from the individual products but the return from the group of products within thetotal range. They not only take into consideration the product fit with the image of the shop,but also how high the margin is and the costs related to the products.

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Term
Spring
Professor
N/A
Tags
Confectionery, HariCandy

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