Submitted to: Syed Okasha Nadeem

Assignment: 02
Date: 18th October 2017
By: Sumbul Khan (23235)
 Pietro Ferrero, a pastry maker from Piedmont in Italy, ingeniously created a sweet paste made
from hazelnuts, sugar and just a little of the rare cocoa. He shaped it into a loaf that could be
sliced and served on bread and he named it 'Giandujot' after a famous local carnival character
at the time. On May 14th 1946 the Ferrero Company was officially founded.
Ferrero Brands
o NUTELLA
o KINDER
o FERRERO ROCHER
o TIC-TAC

In this assignment we are going to discuss Ferrero spa product Nutella

Pietro Ferrero's son, Michele applied his innovative genius and, by trial and error, he improved
the recipe and created the first-ever jar of a new hazelnut and cocoa cream which was,
however, still without a name. So he put his creative hat on again and invented the perfect
solution for the world's most famous spread: 'Nutella.
Nutella reached Germany and the Germans immediately fell in love with the delicious spread.
The newly-designed jars with the unmistakable iconic design were also well acclaimed with a
great success
It expands further into Europe and is launched in the French market with great success.
Having conquered Europe, Nutella launched in Australia – and the first Nutella production plant
outside of Europe was opened in Lithgow near Sydney.
Nutella organized the mega "Generation Nutella “event in Paris in the picturesque setting of
the Carousel du Louvre: an exhibition of works created between 1966 and 1996 by artists in
their thirties who found their inspiration by enjoying breakfasts of Nutella and bread with big
name artists including Decouflé, Paco Rabanne and Wolinski.
On May, 31st Ferrero opened in Chicago its first owned and operated restaurant: the
Nutella Cafe! It’s a special place where all Nutella fans can live and enjoy a unique experience
from the moment they step into the space, choosing from a wide variety of menu items, with
all-day dishes and to-go options designed to take your taste experience to new and delicious
heights. All-day dishes and to-go options designed to take your taste experience to new and
delicious heights.

 SWOT Analysis
o Strength

o A popular, branded chocolate hazelnut spread

o A trusted brand which is available in various types of packaging
o Tasty, nutritious and healthy
o Presence in more than 75 countries
o Good branding and advertising across the world

o Weakness
o Limited advertising and penetration in emerging economies specially tier 2 cities
o Apprehension about its health effects leading to loss of trust

o Opportunities
o Different flavors i.e., combination of nuts and chocolate
o Increase in disposable income in developing countries
o Readiness and attraction to adapt to western styles of breakfast

o Threats
o Some families may not like chocolate for breakfast
o Rick of imitation (copy) by local companies in some of the countries.

 Nutella Social Media Practices

Nutella have new competitors like JIF and Hershey's entering the category. With these
challenges Nutella social media team is doing a great job. Cerebrating Nutella day they have
hit their target audience at the right place .To understand what is driving the consumer
mindset is real important By using Facebook and Pinterest Nutella is be able to reach out to
the group of younger people their products are geared towards. By having pictures of the
customers using Nutella products they then become more relatable to everyone else. Having
contests on Facebook will get customers involved in the product and make them think about it
more. Social Networks are the perfect way to advertise to the younger audience and to
mothers who are also on Facebook and Pinterest. Plus by using celebrates appearance will
more increase their product scale.