Nutella Integrated Marketing Communication
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Nutella Integrated Marketing Communication

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Nutella Integrated Marketing Communication Nutella Integrated Marketing Communication Presentation Transcript

  • By Caroline Szpira
  • contentsThe situationThe ideaFive IMC stepsStep 1Step 2Sweet SpotStep 4 - ROCIStep 5
  • The situation
  • 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 Idea
  • 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$5$
  • Derived productsClothesBook recipiesProductsT-shirtHoodiesaccessoriesMugPoster
  • Five IMC steps
  • 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 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 %
  • 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
  • Thank youfor yourattention !