JELLY BELLY

Jelly Belly Branding and Marketing Communication

Jelly Belly Branding and Marketing Communication

Introduction

Jelly Belly Candy company was founded in year 1869 which was formerly known as the Herman Coelitz Company and changed their name in April 2001 sells candies and jelly beans in the United States of America which offers different varieties of candy corns, bean boozed jellies, gummies, chocolates, sour candies and for athletes they offer sport beans, fruit slice and fruit gem (Jack, 2010). The company uses retailers as their median for selling product and also allows their customers to make order online. Jelly Belly bulk sales are just not tracked by syndicated service, but they are estimating around 20 percent of the entire industry, other competitors in the market are included Farley & Sather's, David signature and Hershey's Jolly Rancher (Katherine, 2008). In order to non bulk segment of this market, peg bags and lay down bags accounts towards the greatest t portion of these sales but single service and gist items are also increasingly play their respective roles. This paper will explore how Jelly Belly branding their product and use marketing channels to make awareness among people. This paper will also suggest that through which strategies they gain competitive advantage in the market.

Discussion

Jelly Belly Brand Target Market

Age between 20 to 60 years women's representing as the potential consumers of Jelly Belly, but these colorful jellies have received plenty of demand from kids as well, another key target market for the Jelly Belly is considered as tween market (Alyse, 2012). Basically, the Jelly Belly has recently done their best to create the maximum options for their consumers. They offered different varieties of jellies such as sugar free, vitamin enriched and licensed jellies are designed towards completing the appeal from mothers and electrolytes enhancing beans designed for those consumers who are health conscious.

Jelly Belly target their most potential customers which are women's and kids, major idea behind this target market was that women's are run their household, and they are very cautious about their family health, the major reason to have slightly lesser market share in United Kingdom. Kids on the other hand always attract towards colorful item as Jelly Belly made their items more effective which attract eyes of kids. Jelly Belly United Kingdom has created the humorous campaign and appealing to expand their recognition of their brand all over the Great Britain and drives their consumers towards their shelves. The integrated campaign which Jelly Belly used in UK are included pack sticker, social media marketing, retailer promotion and contest among consumers called as Quest for the Great British Bean.

Social media which they used are including YouTube, face book, Twitter page of Jelly Belly. through the usage of YouTube channels, consumer can easily clever packed of video with the British humor and explaining the further search for British's to inspire new flavors of Jelly Belly bean. To the aim of increase the exposure of their business increase in United Kingdom, UK Jelly Belly supporting their full promotions with ...