NUTELLA

UNIQUE BY TASTE

Delpech Formalejo Fortuna Patrizi Reynoso

 FERRERO HISTORY
1946 Creation by Pietro Ferrero in Italy
Invention of Pasta Gianduja
!
1964 Launch of Nutella
!
1968 Creation of the Kinder division
!
1974 Launch of Kinder Surprise
!
1990 Launch of the Fresh Kinder line
!
!
!
 FERRERO HISTORY

Ferrero
Strong positioning
13th biggest
Confectionnary, in fastdairy
packaged
bakery, growing
food premium
and company confectionary
spread products
 PRESENTATION OF THE PRODUCT

1940s Today
Taste / Fun / Consolation Taste / Quality / Uniqueness

1970s
Nutty / Sweet / Good for you
PRESENTATION OF THE PRODUCT
Market share of Ferrero over the past years
 A TRENDY IMAGE

Brands are now described as cultural

accessories and personal philosophies
!
Naomi KLEIN, 2000.
 BRAND CHARACTER

UNIQUE SUPERIOR
MANY HAVE IMITATED, NON HAVE DUPLICATED

CONFIDENT
MARKET ENVIRONMENT
 SWOT ANALYSIS
STRENGHTS Established brand in WEAKNESSES Poor
Europe
traditional marketing efforts
It has a strong brand following
online (in fact, it features in Relatively more expensive
several articles and memes) than other chocolate-
SWOT ANALYSIS Known to have richer taste with
more evident hazelnut flavoring hazelnut spreads
Nutella compared to other hazelnut
spreads.
Popular among the AB class
Versatile usability
First mover advantage on world
market

OPPORTUNITIES
Untapped online community

AB class has excess

spending power, generally Opportunity-Weakness
Strength-Opportunity Easy
more cosmopolitan in taste Difficult to compete on price
online marketing that can reach
C class has a strong online against competition for C
a wider audience.
presence bracket.

THREATS Many varying spreads in

the market (peanut butter, coco jam,
hazelnut, jam, etc) established
(peanut butter) or entering the
market (Speculoos Cookie Butter)
Strength-Threat Ability to
build on strong online reputation Threats-Weakness Will have
Potential price reduction (strategy
employed by these products compare well against more to rely on quality and not try
usually) might leave Nutella often-used but less pop- campaigning on price.
behind in market leadership since
they have a higher selling price culturally relevant brands
and consumers go for lower selling
price.
 SWOT ANALYSIS
STRENGHTS Cheap WEAKNESSES Compromises
the quality of taste
Sweet
Chocolate-y Potentially too sweet for
Strong reputation in the
SWOT ANALYSIS Philippines
some
Smaller online presence
Has a variety of flavors Weak international
Crumpy reputation

OPPORTUNITIES Sweet
tooth palette of Filipinos

Frugal mindset of Filipinos Strength-Opportunity Can

Opportunity-Weakness
appeal to Filipinos on price. Can
Should focus on domestic
present self as a viable
market and the broad C
alternative that still gets them
category.
the core product.

THREATS Many other spreads

target their target market

Entrance of new competitors

in the market (Speculoos) with Strength-Threat Should build Threats-Weakness Should
strong online presence on strong reputation among market self as the popular local
Along with other hazelnut Filipinos against other option to rise above the
spreads, perceived as a
competitors. competition.
nutella substitute by loyal
markets due to first mover
advantage.
CONSUMER RESEARCH
CONSUMER RESEARCH
CONSUMER RESEARCH
CONSUMER RESEARCH
CONSUMER RESEARCH
INCREASING DEMAND of CAPTURED MARKETS
 COMMUNICATION OBJECTIVE

What are the issues ?

Nutella lacks customer engagement

Nutella is not well known in the Philippines

Nutella makes few advertising efforts in the Philippines

COMMUNICATION OBJECTIVE

BRAND IDENTITY
The best option

The real hazelnut quality

Many have imitated, none have duplicated

 COMMUNICATION OBJECTIVE

AWARENESS
ATTRACTION

DIFFERENCE

Gain customer interest and make Nutella the one for them
IMC TOOLS
IMC TOOLS
 IMC TOOLS
WEB

Print

Radio

Television

Recipe ideas
SINGLE MINDED PROPOSITION

QUALITY DIFFERENCE

TAG WORDS

Competitors TASTE
 SINGLE MINDED PROPOSITION

QUALITY DIFFERENCE Competitors TASTE

Nutellas top-notch quality and true Hazelnut taste

rises above any competition !!
 REASONS TO BELIEVE

Over hundred
No Artficial
roasted LEADING BRAND
colors or
hazelnuts PER IN EUROPE
preservatives
JAR
CREATIVE EXECUTION
CREATIVE EXECUTION
A S T Y
T
I Q U E
UN
T T E R
B E
R E N T
DI F F E
t i v e
a l i ta
Qu
CREATIVE EXECUTION
Nutella
Nutella in
unique
its purest
by taste
way
CREATIVE EXECUTION