Nutella Emotions The Cult Branding Strategy Presentation

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Nutella Emotions: aims to meet particular the emotional needs of consumers, allowing the storage and transmission of institutional codes of Nutella®.

Nutella Emotions The Cult Branding Strategy Presentation

  1. 1. Master Design Strategico10th EditionNayda Flórez VenizelosFerrero DPU Internship ReportNutella Emotions: The Cult BrandingStrategyPolitecnico di Milano, Poli.designMilano 18,December 2009
  2. 2. The company
  3. 3. “Visions need to be communicatethrough actions, behaviors and sounds” [ Klein Naomi,2000. No Logo, Random House]
  4. 4. Competitive positioning Confectionary market 1st Ferrero is the 13th largest packaged food company in the world, based on predominant confectionary, bakery, dairy and spreads products. Strong positioning in fast-growing premium confectionery13th
  5. 5. “Brands are now describe as culturalaccessories and personal philosophies” [ Klein Naomi,2000. No Logo, Random House]
  6. 6. Competitive positioning Relative Market Share Focusing and developing a climate for growth HIGH LOW inside the company and the consumers Stars Question MarksMarket Growth Rate HIGH confectionary Dairy Investing in developing markets and expanding worldwide Spreads Bakery Ice cream Focusing on enhancing the products to a higher level of quality LOW TIME BASED COMPETITION. Cash Cows Dogs Foreseeing* Source: Boston Consulting Group. market opportunities *(Francesco Zurlo,2009)
  7. 7. Innovation Technology Productsradicalinnovation It is important to consider or even balance the two aspects in order to respond to both of the market signals.incrementalinnovation similar heterogeneous
  8. 8. Value creation cycle SALES Value in exchange PRODUCT RETAILER BRAND Potential Value VALUE value facilitator DPU Value generation Personal Substantial process Value Value creator creationValueproposition MARKETING Cognitive value Focus on creator value-for-exchange
  9. 9. General evaluation radical incremental innovation innovation customer customersatisfaction service product processinnovation innovation product brandexperience experience premium low-grade emerging established markets markets trend traditionalresponsive
  10. 10. The product
  11. 11. Product analysis
  12. 12. Product analysisThe historyThe valuesConfezzioni
  13. 13. Product analysis Mr. Michele Ferrero . War world II Nutella®(1963) Nut(hazelnut)Gusto ella (dolce sufisso latino)DivertimentoPiacereSimbolo della bontà daspalmareConsolatorio per le ansie delquotidiano
  14. 14. Value system CONSUMPTION Hedonism sphere CONSUMER Regression day of livingSYMBOLIC EFFECTIVE conviviality psychological pleasure functions transgression HISTORIC CHARACTER food heritage BRAND tradition nutrition energy vitality
  15. 15. Emotional Consumer experienceWorld of sharing Rational Cult brand Iconic brand Active Passive Entertainment Education Openness Disclosure Prosumers Users Chain reaction Individual reaction World living privately
  16. 16. Consumer experience
  17. 17. Value creation cycle SALES PRODUCTBRANDVALUE RETAILER DPU Value generation process MARKETING Focus on Focus on value-for-exchange customer practices
  18. 18. The methodology Culture & Society prestacional and trends Semiotic Macro environment of the product Top-down Technology perceptual product analysis BRAND brand EXPERIENCE context of use consumer analysis motivations & Consumer goals experienceCotidianity of the product Style of consumption Down-top
  19. 19. 30gr
  20. 20. The brief
  21. 21. brief Nutella Emotions groups the Development of nutella as a global corporate brand initiatives, leveraging on the through: deeper values and image of myth and exclusivity are meant to stimulate and develop the brand image Product valorizationNutella Emotions is a project that aims to meet in Alimentary positioning theparticular, emotional needs ofconsumers. Emotional sphere(special occasions)Allow the storage and transmission ofinstitutional codes of Nutella. Strength loyalty and closenessReason for the purchase "gift" and"collection“.
  22. 22. brief new channels Increasing the frequency of purchase and consumption of the brand. Ho.re.ca* Duty free self-consumption gift Promotional activities of the brand> special occasions Easter & Christmas traditional channels Development into new channels and / or exclusive > Duty Free and Ho.re.ca
  23. 23. brief traditional new channels channels brand product awareness trust disbelieve identification unknown emotional practicalentertainment education experiential cognitive radical incremental innovation innovation experiential cognitive
  24. 24. brief Culture & Society prestacional and trends Semiotic Macro environment of the product Top-down Technology perceptual product analysis BRAND brand EXPERIENCE context of use consumer analysis motivations & Consumer goals experienceCotidianity of the product Style of consumption Down-top
  25. 25. Value creation model SALES PRODUCTBRANDVALUE RETAILER DPU Value generation process MARKETING Focus on customer practices
  26. 26. communities3’353.775 fans Cult brand
  27. 27. Cult brand Iconic brand Active PassiveEntertainment Education Openness Disclosure Prosumers UsersChain reaction Individual reaction
  28. 28. Cult branding LOYALTY model DRIVES PROFITABILITY RETENTION Existing FREQUENCY consumers of purchase WORD OF MOUTH new consumersless loyalty more loyaltyICONIC BRAND CULT BRAND Source: Cult Branding Company
  29. 29. innovation * * * * * * * * * *High Self-actualization Esteem needs Belongingness & love needs Safety needs Biological & Physiological needsLow Maslow’s Hierarchy of Needs Nutellino 30gr Nutella
  30. 30. Cult branding modelCONSUMER OCCASION-ATTITUDES CENTRIC NEEDSConsumer Need statessegmentUSAGE CONSIDERATIONEXPERIENCE SET Product andRevelas Experienceopportunities settings
  31. 31. Profiles
  32. 32. Need states Smooth retrievers personal The lover The lover naturalist Immoral The chef naturallyindulgence good for The The me/us adventure stacker spreader passion The The sandwicher dipper Social bitters social
  33. 33. The cult branding experienceThe Cult Branding experiencethrough the packaging Self-indulgence Life-styles Mood booster Globalism Passion
  34. 34. Your packaging is as much a part of the experience as what is on the inside Landor.
  35. 35. Listen to the Make feel Exploit your Getmessages your brand packaging emotional
  36. 36. Customer experience*
  37. 37. Targets profiles
  38. 38. Moodboard 1
  39. 39. The golden rule of fun The golden rule of freedom Cult brands sell lifestyles Cult brands promote freedom
  40. 40. packagingLife style Printed Interior Metallic interior contrasts caps
  41. 41. packagingPassion n Dynamic Treasure forms Opening References
  42. 42. Moodboard 2
  43. 43. The golden rule of human needs The golden rule of contribution Cult brands create evangelists Cult brands always create customer communities
  44. 44. Mood booster packagingsurvival kit
  45. 45. Globalism packagingCollectible world nutella
  46. 46. THANK YOU!

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