International Marketing/Country Report

Sweden

Product

The product is Hershey's classic chocolate bar. The chocolate bar, many people don't realize, is filled with cocoa and therefore chocolate products deliver many naturally occurring compounds similar to other foods in a healthy, plant-based diet. Some of these beneficial compounds are minerals such as calcium, potassium, magnesium and copper. Much of the current research is focused on another group of compounds called flavanols. Because of their molecular structure, many compounds in the flavanol family can act as antioxidants. Antioxidants can have a variety of beneficial effects in the body. The cocoa bean contains natural flavanol antioxidants, similar to those found in green tea, red wine and blueberries. Cocoa and dark chocolate are among the most concentrated sources of flavanol antioxidants. Short-term, preliminary studies have suggested that consumption of products containing cocoa and chocolate may provide cardiovascular benefits. So, while more research, including longer term studies, is needed, the preliminary evidence about the flavanols in chocolate is promising.

Hershey's products are popular all over the world. We want to market the chocolate bar, both dark and milk chocolate. We will also market the Hershey's Kisses. In Sweden, chocolate is something that is very important. They love very rich chocolates. The market is very limited in this aspect. The Hershey's will have to be seen as a benefit, and not a cheap chocolate. The Hershey's could be used to help with those homemade meals. Also, the husbands could utilize the product in the office space. The chocolate has to been seen good as the high-quality chocolates that they are accustomed to.

Price

In Sweden, people are willing to pay a higher price for chocolates, because chocolates are seen as just as important to a persons diet as fruit. The price will run around $3.00 because of the current economic boom that Sweden has been going through. The chocolate has to seem...