2002

Piata de ciocolata

2003
Poiana Altele

29%

71%
100%

18.2%

Productie interna Import

81.8%

12% 28% 9% Kraft Primola (Supreme) Altele Excelent

51%

CONSUM DE CIOCOLATA

35%

65%

Rural

Urban

14%

22% 64%

30-39 ani 40-49 ani pana 30 ani

TABLETE

8%

CIOCOLATA

BATOANE
PRALINE

6%
6%

TABLETE

17% Poiana Africana Heidi Altele

10%

64%

9%

2002
15.1%

2003
10.0%

54.9% 30.0%

31.2% 58.8%

Tablete

Batoane

Praline

Tablete

Batoane

Praline

1%

7%

92%
Ciocolata alba Ciocolata maro Ciocolata amaruie

27.4% 32.9%

15.3% 10.9% 13.5%

Ciocolata simpla mixta Ciocolata mixta Ciocolata cu fructe Altele Ciocolata cu alune

BISCUITI

17%
RoStar United Foods Ulker Rombis Arslan Demopan Altele

7% 48% 7% 7% 7% 7%

NAPOLITANE

27%

30%
Nestle Joe Alka TGIE Naty Altele

13% 30%

34%

35%

Kraft Foods Excelent Supreme Kandia Altele

5% 6% 20%

BATOANE

18%

45% 17%

Excelent Kraft Foods Masterfoods Altele

20%

PRALINE

11% 4% 5% 50%
Kraft Foods Excelent Heidi Ferrero Altele

30%

TABLETE

6% 7% 9%
Kraft Foods

50%

Excelent Primola Kandia Heidi

28%

TENDINTE

30%

50%

50%

70%

Vrac

Brand

Vrac

Brand

MILKA POZITIONATE POIANA

EXCELENTA LAURA NEPOZITIONATEAFRICANA CADBURRY PRIMOLA KANDIA

STRUCTURA COSTURILOR

ex-works

Transport 3%

Distribuitor 15 20 %

Detailist 25 %

BUGETE DE PROMOVARE

16 14 12 10 8 6 4 2 0 1999 2003
3 mil. napolitane 8 mil. tablete

Valoare totala

Low tier
[Concurenti]

Premium Biscuiti
[Concurenti]

LOC DE INTRAT

VALOARE POTENTIALA BUSINESS Biscuiti $ 45 mil Batoane ciocolata $ 40 mil Tablete ciocolata $ 72 mil Praline $ 40 mil

P Mars Snickers Twix Milky Way Ferrero-Duplo

Lion Smash Heidi Ulker

MS

LT

Papi Vis Stil Rom Scufita Rosie

Napolitane $ 37 mil
Manner Balloco

Rulade / Checuri $ 5 mil

Cacao pudra
P

Ceai
Milford Lipton Pickwick

P
Joe Celmon

P
Alka

Ekoland

MS

MS

Alka

Romanesti Plafar Natwit

Naty

LT

LT

LT

SEGMENTARE TABLETE Lindt Ritter Cadburry Schoggatten Milka Poiana Heidi BATOANE NAPOLITANE BISCUITI

Exotic

Premium

Marst Snickers + Ferrero Manner Kinder Twix Balocco Milky Way Duplo Loc Loc de de Lion intrat Joe intrat Smash Heidi Ulker Papi Vis Stil ScufitaRosie Excelent

Primola
Mainstream Excelent Kandia Africana Laura Alka

Turci MS

Low-tier

Naty LS LS

JUCATORI (CONCURENTI)

KRAFT EXCELENT KANDIA HEIDI SUPREME tablete MASTERFOODS batoane ULKER biscuiti, batoane NETLE napolitane, batoane

PIATA DE DULCIURI

VALORIC
35 0.20588 24 23.000

VOLUMIC

18.000

0.352941 18

30 0.17647 06

105 0.61764 71

0.196078 10.000 43

170 milioane Euro

Ciocolata Napolitane Biscuiti

50.000 tone
Ciocolata Napolitane Biscuiti

3 /kg

58 /kg

1,5 /kg

Biscuiti

Napolitane

Ciocolata

CIOCOLATA

VALORIC
14% 10%

VOLUMIC

30% 31% 55% 60%

Tablete

Batoane

Praline

Tablete

Batoane

Praline

 ROM MAGURA PAPI DUPLO KINDER DELICE KINDER JOE LION

ULKER COCOSTAR COKOMILK LUNA ALBENI GOODBAR

SUGESTII

1. Facem produse pe gustul Romanilor 2. Mascota comuna