Ferrero Rocher 1ky6d

Chocolate industry Ferrero Rocher 3/26/13

History of the ferrero industry: The

great leader of the Group’s development is Michele Ferrero.

 Thanks

to his consistent and efficient partnership with his wife Maria Franca.

 Piera

and Pietro, Michele’s parents, transformed a pastry shop into a factory.

 Another

key to success was the effective sales network organized by Giovanni, Pietro’s brother.

 The

story of a brilliant and strong-willed Piedmontese family that gathers its extraordinary strength for growth from the 3/26/13 Ferrero Foundation’s motto: “Work Create

Origin of the ferrero factory: Ferrero

Rocher was introduced in 1982.

 Ferrero

Rocher - was born in Europe in 1982 and launched in New Zealand in 1987.

 In

just a few years it became the favorite chocolate treat for millions of people.

 Approximately

3.6 billion Ferrero Rocher chocolates are sold each year in over 40 countries.

 16

plants & commercial companies all around the world.

 20,000

employees.

 35,000

crores of turnover. 3/26/13

1905

Birth of Giovanni Ferrero, Italy.

1925

Birth of Michele Ferrero to Pietro and Piera Ferrero, Italy.

1946

Official opening of Ferrero company, in Alba, Italy with 50 employees.

1950 1966

Michele Ferrero assumes leadership of Ferrero, following the death of his father Pietro and his uncle Giovanni. Ferrero opens in the UK.

1982

Ferrero Rocher was launched in the UK. 3/26/13

Philosophy and brand image: Loyalty  High

and trust towards our consumers.

quality.

 Freshness

products in manufactures process.

 Innovate.  Work

hard.

 Elegance

and luxury.

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Logo and Slogan: Logo

reflects the luxury, elegance, quality and sobriety.

 Slogan-

“Share Something Special” means wants to communicate the same.

 Creates

a good regard in the minds of the customer.

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Brand features: The

features reflect the presence of status and class.

 Gold

foil wrapping.

 Unique

taste, make up and look.

 Excellence

style and expertise.

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Competitors: Nestle-

Kit Kat, Milky Bar, Munch, Bar one, etc.

 Cadbury-

Éclairs, Dairy Milk, bournville, etc.

 Hershey’s-

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Target market: Urban

middle-high class people should be targeted because of the purchasing power this population possesses.

 Generation

Y – males and females 18-25 years

of age.  Young

professional couples.

 High

disposable incomes.

 Semi

regular and special occasion purchase.

 People

who like and enjoy chocolate taste at the same time to give importance to health. Sociable often attending parties and gatherings. 3/26/13

Swot analysis:Strength:  Offers

a quality and luxury product.

 Awareness

from the popular brand Ferrero

brand.  Has

captured huge amount of market share in boxed chocolates.

 Available

in packaging of 3 nos., 12 nos., 16nos.

24 nos.  Considered

as an ideal product for gifting.

 Ferrero

Rocher gets instant customer recognition due to its packaging.

 Ferrero

Rocher is a high quality, 3/26/13

Weakness:  Less

popular chocolate brand product in Indonesia.

 Quite  Only  Not

expensive price among competitor.

for special occasion consumptions.

d.

 Small

exposure through media.

 Not

available easily.

 The

brand status is decaying.

 Its

current campaigns have been poorly executed.

 Distributed

more to modern outlet. 3/26/13

Opportunities:  Big

market for Asia.

 The

introduction on new flavors will help in gaining more market share.

 Increasing

awareness if chocolates being

healthy.  Increase

in the usage of internet [ments can be done on the net].

 Increase

in the demand of the three piece impulsive pack.

 No

brand is a supremely high–quality, brand and this leaves the position up for grabs. 3/26/13

Threats:  Market  Local

leader always follow by others.

brand.

 Imitation  Bad

of Ferrero Rocher.

economy cycles.

 High

competition from other chocolate brands.

 Increasing

trends of Nutri-bars replacing chocolates.

 Many

competitors in the high quality, chocolate market.

 The

chocolate industry in general is a threat no matter how a product is positioned. 3/26/13

Market strategies:Product:  Raw

cocoa quality guarantees chocolate product quality.

 Packaging

of the product also secure the quality and image.

 Good

shape of the product.

Price:  Use

margin price method.

 Market

price survey. 3/26/13

Promotion:  Advertising.  Sampling,

demo, etc.

 Direct

sales/ online marketing.

 Mouth

to mouth and community sales strategy.

Place:  Merchandising  Company

in modern outlets.

owned counter.

 Canvassing

to certain place.

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Available Packs:5

pieces pack for Rs.95.

 16

pieces pack for Rs.280.

 24

pieces pack for Rs.499. 3/26/13

Media plan budgets:The following Media Tables will show the amount spent weekly, and therefore yearly on advertising Ferrero Rocher product:

Yearly Budget

Amount

Television

$1,742,000

Magazines

$409,500

Bill boards

$585,260

Newspapers

$6,301,568

Cinema

$164,320

Overall Yearly (52 weeks) = $9, 447, 048. 3/26/13

Weekly:Budge Televisio Magazin Bill Newspa Cinema t n es boards per Total $33,500 $7,875 $11,255$121,18 $3,160 Week 4

Overall: $181, 674 weekly.

3/26/13

Project by:-

Avani Dodia

Roll no.:-

63

Thank you!!! 3/26/13