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
The projectCreate NutellariaEasy to go places with productsbaked/served with NutellaCosy and charmousFree wiﬁ & loyalty card
ProductsEasy to go products from 2$ to 5$WafﬂeCrêpeCupcakePizzaMilkshakeMufﬁnCroissantDonughtsAnd many more !
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$5$
Step 1Customer identiﬁcation3 types of prospectStudents KidsTourists
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
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
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
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
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
Step 3It’s time to share the pot* !* pot (French word) = jar* pot (English word) = jointPartageons le pot* !
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