Nutella Integrated Marketing Communication

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Nutella Integrated Marketing Communication

  1. 1. By Caroline Szpira
  2. 2. contentsThe situationThe ideaFive IMC stepsStep 1Step 2Sweet SpotStep 4 - ROCIStep 5
  3. 3. The situation
  4. 4. Created in the 40’s by Pietro Ferrero, a pastry makerBecome the French favorite’s brand**Megabrand study100 millions of jars sold per year in FranceFrench are the biggest consumers of Nutella in theworld
  5. 5. The Idea
  6. 6. The projectCreate NutellariaEasy to go places with productsbaked/served with NutellaCosy and charmousFree wifi & loyalty card
  7. 7. ProductsEasy to go products from 2$ to 5$WaffleCrêpeCupcakePizzaMilkshakeMuffinCroissantDonughtsAnd many more !
  8. 8. Menus (few examples)For kids (with a gift)The «Break-up» (for girls only !)Products1 small waffle/crêpe1 fruit1 gift1 waffle/crêpe1 jar of NutellaThe «Gastro»1 special from our partner Chef1 drink10$8$5$
  9. 9. Derived productsClothesBook recipiesProductsT-shirtHoodiesaccessoriesMugPoster
  10. 10. Five IMC steps
  11. 11. Step 1Customer identification3 types of prospectStudents KidsTourists
  12. 12. Tourists‘’ We come in France to discover the culture, especiallyfor the food well known all over the world. 1/2 of ourbudget is devoted to food and souvenirs‘’Tom and Laura, American tourists
  13. 13. Students‘’ We are eating Nutella since our childhood at home.Now we are older and independant. We are looking for aspecial place only for us, to share our favorite productat a good price. ‘’Zac and Max, 2 French students
  14. 14. Kids‘’ My kids love to eat Nutella at home but when areoutside, there is no special place devoted to theirfavorite product !‘’Nathalie, Emma’s mother
  15. 15. Step 2Valuation of prospectsMode Type Per PAXProfit MarginPAXTOTAL PAXTOTALSALESTOTALCUSTOMERVALUEStudents Prospect $8 $6 20,000 $160,000 $120,000Kids Prospect $5 $3 15,000 $75,000 $36,000Tourists Prospect $20 $15 54,000 $1.080,000 $810,000TOTAL 89,000 $1.315,000 $966,000
  16. 16. Step 3Customer insightFor Nutella addictsWho are looking for a unique food experience with their favoritebrandOur product is a Nutella sweet shopThat provides the best home-made Nutella productsUnlike any other place in ParisOur product is the new place to be to eat your favorite brand
  17. 17. Step 3It’s time to share the pot* !* pot (French word) = jar* pot (English word) = jointPartageons le pot* !
  18. 18. Step 4ROCICustomergroupPer PaxAProfitMarginAMarcomInvestmentPer PaxBMarginBIncremental ROCIStudents $8 75 % $6 $0,5 $10 $7,5 $1,5 33,3 %Kids $5 60 % $3 $0,5 $6 $3,5 $0 0 %Tourists $20 75 % $15 $1 $25 $19 $3 33,3 %
  19. 19. Step 5Evaluation, Budgeting & AllocationMeasuring the short and long-term impact of this marketingcommunication program with surveys, questionnaires andcustomers feedbackRelocating marketing budget and approaches of Nutellaria to targetnew customer groupsMeasuring actual impact of this marketing communication programin financial terms
  20. 20. Thank youfor yourattention !

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