Tootsie Roll Pops was the first lollipop with a soft chewy center. Over the years, Tootsie Pops have become part of American history. They have been featured on classic television programs and several motion pictures throughout the years. Tootsie Pops are the No. 1 selling lollipop and are very popular among the consumers. Dots The acquisition of the Mason Division of Candy Corporation of America added two famous “theater candies” to the Tootsie Roll candy family: Mason Crows and Mason DOTS. DOTS are one of the best-known brands of gumdrops in America.
Other brands Other well-known brands are Tootsie Fruit Rolls, Frooties, Caramel Apple Pops, Junior Mints/ Junior Caramels, Charleston Chew, Cella Cherries, Charms, Andes, Blow Pops, Sugar Daddies/ Sugar Babies, Fluffy Stuff Cotton Candy, Double Bubble, Razzles, Cry Baby and Nik- L- Nip. Two more brands Child’s Play and Charms Family Fun are specifically for occasions such as Halloween, family gatherings, parties, Easter, Christmas, and any other social events. They contain assortments of all the famous brands of Tootsie Roll Industries. Services
Services offered are online shopping by the individual customers, or bulk buying for retailers, or distributors. Also, the website provides fun stuff for the children like comics, games, memories relating to a particular brand, recipes using Tootsie products, bubble blowing contests and the nutritional benefits of the products. The most popular is ‘How many licks? ’ contest which sends certificates to the children for using the brand Tootsie Pops and for consuming lollipop after a certain number of licks. Core Competencies The company has many invaluable human and capital resources.
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According to the Annual Report, 2006, Tootsie’s competitive advantage lies in its well-known brands which offer high volume sales for retailers and attractive values for consumers. Also, sales are high during Halloween, newer introductions (brand extensions) and social gatherings during which the Charms Family Fun and the Child’s Play are the most popular brands that are sold. Capabilities Tootsie Roll Industries has many strengths, which has helped the company maintain its favorable place and niche in the market. TRI has two main distinct competencies: its brand names portfolio and very effective production capabilities.
Its brands portfolio is very wide and diversified and the length and the depth of the brand are very extensive. Also, Tootsie varies the ingredients to improve the quality and to reduce its cost. The company has successfully maintained half of the market share of the industry. It has 50% of the taffy and lollipop market segment of the candy industry . Moreover, another strength is its access to distribution networks. Despite strong competition from the industry giants such as Mars, Hershey and Cadbury, its robust and established supply chain has helped Tootsie do well in the industry.
The financials show that sales and the profits are increasing and the company is doing well. Also despite its size, it has managed to get good shelf space in most retail and discount stores. It was able to capitalize on that to get good shelve space for the other products it sells, using Tootsie Roll’s distribution network. In addition to this, it can even adapt pretty well to external forces as the company can change the formula of its candies according to fluctuations in commodity prices in order to keep costs as low as possible.
The most important core competency is that it is oldest in the industry and has stuck to its original formal that was used by its creator. Also, the Tootsie Rolls was the first toffee that was wrapped. Since, then, it has tried to improve its packaging to reduce its costs and to improve the quality and freshness of the products. Tootsie’s brands that are especially for occasions such as Halloween and family events, are very popular among the consumers and the sales during those times are higher. Also,Tootsie Roll is such a strong brand that it can be a distinct competency.
Another distinct competency can be manufacturing, because TRI is able to have extensively customized machinery built to increase production efficiency. This helps keep production costs low, and adapt to changes in supply and demand. Also, the company outsources the functions that others can do cheaply and efficiently to reduce costs and to increase production efficiency. That is why Tootsie seeks to effectively avail vertical integration opportunities that come its way. Other core competencies are autonomous production, growing US and international markets and unique marketing.