Being the leading brand in your sector – with the highest awareness and plenty of interest and desire from your target market – isn’t everything. You still need something to stimulate customers to buy. Action.
Haribo does this by using pester power. Kids have so much influence over parents that all you need is a little trigger and before you know it, the parents crumble rather than risk making a scene in public. Pester power often catches poor parents unaware – like in the middle of kids clothing in a department store!
My question is, though: is it worth it? This merchandiser probably cost a good five grand. How many packs of Haribo gummy bears have to be sold to achieve pay back?
This cannot be viable! Comments welcome.