MARKETING Excellence Of

Manajemen Pemasaran
MM Weekend Angkatan 46
ANGGOTA :

SOFYAN ISKANDAR, ST

ISMAIL YOGI I. PRANATA, ST

OCTAMA DEO ASTRIKA, ST

RATIH RIZKYANTI, SE

NOVIRIANTI MALINDA, SE
Contents:
 Introduction / A Story of A Family

 Development Year to Year

 SWOT analysis

 Marketing Excellence Strategy

 Conclusion

 Q&A
 Introduction

The history of the Ferrero group is the story of success in its third generation, in which the
development of a multinational company perfectly combines with the past, present and
future of a tenacious Piedmontese family.

The Beginning in ALBA and the Following Years

We have to return to the 40’s to discover the roots of this success. These were the years when
Piera and Petro, Michele’s parents, transformed a pastry shop into a factory. The Ferrero’s family
was the first Italian manufacturer after World War II to open production sites and office abroad
in the confectionary sector, turning the Company into a truly International Group. The first and
the decisive steps forward were thanks to the product “invented” by Pietro Ferrero and his son
Michele, who has then very young. Another key to succes was the effective sales network
organized by Giovanni, Pietro’s brother.
 Business
Development
1946 A small patisserie in Alba, Italy
1951 Turn the pasta Gianduja block into creamy spread then called Supercrema
1956 Expanding into Europe, set up factory in Germany first
1963 Modified recipe and marketed Supercrema as the immensely popular Nutella
Sells more than 67,000 jars Nutella a year only in Italy
1974 Established operation in Australia
with the mission of delighting customers with unique product of highest quality and
integrity and contributing to the well-being of employers, customers and the company
2004 Entered in India
2007 Launched Rocher
2009 Launched Tic Tac and Kinder Joy
2013 Hazelnut development business was approved in Australia
in July company announced the take over of firm Oltan Group
Analisa SWOT

OPPORTUNITIES THREATS
Many farms can be acquisition
Fast business development Main competitors like Cadburry, Nestle, etc

STRENGTH
Long-term great experience Chance to more grow up company Doing the taking over or do joint venture with competitors
Focus on consumers
Raw materials & production facility

WEAKNESS
To complement all of segment which is to purpose the Cooperation with other companies to create new segment or
large market penetration business development
Only for Premium Chocolates
segment
 Marketing Excellence Strategy of Ferrero
What the
Ferrero DO
Establish in Australia in 1974
3 customers with unique
US$60-million hazelnut
development business in
New South Wales. At full
production, the farms are
expected to generate some 5k
tons hazelnuts.
Potentially, hazelnut export
business is worth
$170million in Australia each
year
Patisserie in Alba, Italy
Expanding to Europe in 1956
1 2
Mission of delighting
products of the highest
quality and integrity
and contributing wellbeing
employers, customers and
company.
Intensive testing
product before bringing
them to market.
50% hazelnut
invented
50% cocoa convection
Modified pasta or supercrema
Sells more than
67000 jars Nutella Emphasis on quality is
Australian, the key of Ferrero’
Asian, finally
Setting up factory in German success
US Markets
Take over Oltan
5 group, the Turkish
business. At the stroke,
Manufactures only in places Ferrrero had secured
where its sure can deliver consistently 4 vital raw material
and establish a secure retail supply for its core product.
chain, Promotion Nutella included
Finally, Ferrero has
Meaning it
will never let sponsorship of Football
6 engaged in many
consumers down. federation of Australia. And
community
The company seeks to promote a one of the biggest
balanced diet and lifestyle programs. Also
sponsorship in the history of the
The company strives to understand brand of Australian national soccer
supports forest
market preferences team. conversation
Resulted increase Nutella’ penetration methods and the
from 15.1 to 16.3 percent. Best known
and mostloved brands.
abolition of child
labor.
Conclusion
• Effective sales network has become Ferrero to the truly International group and
the most reputable company in the world.

• The Ferrero’s focus on consumers is accompanied by its emphasis on quality,

integrity, product innovation and passion. Strives to understand market preferences.
Its CSR and community programs brought the company into best known and most
loved brand.

• Decision to invest hazelnut farm in Australia is the magnificent choice!!

Potentially the hazelnut export business is worth $170 million in Australia each
year. And take over Oltan group, had secured vital raw materials for its core
product.
Questions
1. Evaluate Ferrero Australia’s decision to invest in the hazelnut farm.
What are the key reasons for doing this?
2. How can Ferrero use new technology to market its product better?
 Answers
1. The key reasons of Ferrero for invest hazelnut farm in Australia are a part of Ferrero’s
long term commitment to Australia and will provide vital jobs in the region.
2. Ferrero can use new technology like advertisement for combating the issues of
childhood obesity since 2008 by emphasizing Nutella’s role in healthy and well-balanced
breakfast and pledging not to target children. And promote a balanced diet and lifestyle.
3. Ferrero use e-marketing to promoted the product, www.ferrerorocher.com hopefully
with a web and other media is expected to improve sale of Ferrero. It was an effective
way other than direct marketing.
“Success is the ability to live your life the way you want to live it, doing what you
most enjoy, surrounded by people who you admire and respect.”- Brian Tracy