The document discusses Nutella's marketing strategy in the United States and Ireland. In the US, the target customer is Alex, an affluent soccer mom, and the value proposition is "Spread the Happy". Nutella leverages social media and partnerships to promote versatility. The average price is $3.48 for 13oz. In Ireland, the target is Lauren, a fun mother, and the value proposition is "Start the Day with Nutella". Promotion includes TV, social media, and partnerships. The average price is $2.32 for 7oz. Both strategies are effective but could be improved through additional partnerships, formats, and locations. A student team from Ireland and the US collaborated using a Facebook group.
Consumer perception on Nutella
The study is an empirical study based on the survey method and the data is collected with the help of questionnaire. The study is Descriptive research where the data is collected by non-random sampling method.
The final project for my Advertising class was to create a yearlong ad campaign for a company of our group's choosing. My teammates and I picked to represent Nutella. Attached is the full campaign book that I designed using Adobe Photoshop.
Nutella is the original Hazelnut spread. Ferrero Group, Nutella’s parent company, was established in 1946. The mission of this advertising campaign is to promote Nutella as a quick and tasty meal solution for families. Our big idea, “Delightfully simple. Irresistibly easy.”emphasizes that idea, which is important because we want to reach our primary target audience of mothers between the ages 6 to 16. Our agency, rAdvertising Group, utilized print, television, and online ads, in addition to a number of brand activation methods in order to appeal Nutella to the those target demographics.
Consumer perception on Nutella
The study is an empirical study based on the survey method and the data is collected with the help of questionnaire. The study is Descriptive research where the data is collected by non-random sampling method.
The final project for my Advertising class was to create a yearlong ad campaign for a company of our group's choosing. My teammates and I picked to represent Nutella. Attached is the full campaign book that I designed using Adobe Photoshop.
Nutella is the original Hazelnut spread. Ferrero Group, Nutella’s parent company, was established in 1946. The mission of this advertising campaign is to promote Nutella as a quick and tasty meal solution for families. Our big idea, “Delightfully simple. Irresistibly easy.”emphasizes that idea, which is important because we want to reach our primary target audience of mothers between the ages 6 to 16. Our agency, rAdvertising Group, utilized print, television, and online ads, in addition to a number of brand activation methods in order to appeal Nutella to the those target demographics.
KitKat : Brand strategy concepts & theories Ian Adams
The report will look at the following brand concepts; brand community, brand identity, brand architecture, brand personality, emotional aspects to a brand, brand awareness, brand meaning, brand associations, brand loyalty and Brand experience.
This work was made for a job posting and it analyze competitors and consumer trends to give Nutella a new position in mass market and a new go-to-market strategy.
International Marketing Strategy of Nike Inc.Ananya Jain
The Nike ethos is characterised by an emphasis on the role of internationalisation as an entrenched component of their business strategy. This is reflected by their mission statement, which aims to “bring inspiration and innovation to every athlete* in the world” with the caveat that “*if you have a body, you are an athlete” (Nike.com, 2017). Significantly this emphasises a global outlook, that transcends the elementary definition of international marketing - “the marketing of goods, services and information across political boundaries” (Albaum et al., 2005). Many firms take mercantile approaches to marketing that “satisfy customer requirements profitably” (Marketing and the 7Ps, 2015). Nike, however, follows more holistic principles - “11 maxims” (Farfan, 2017) - that allow it to achieve its fundamental premise - to inspire its global consumer base, albeit in a financially rewarding manner. Armed with a global marketing orientation, Nike caters to a range of customers that have a plethora of demands, which vary along demographic, geographic, and cultural lines. Thus, their marketing model is predicated upon nuanced strategies that consider domestic market variables (domestic and foreign controllables & uncontrollables) (Ghauri & Cateora, 2014). Consequently, and because of the large role that internationalisation has played in Nike’s success story, this paper evaluates its marketing strategy; with a focus on micro, macro, and task analysis.
Intervista a Matteo Conti Head of Trade & Shopper Marketing Chocolate / Sugar Confectionery di Ferrero a cura di Flavia Nicolosi, Elisa Cellizza e Laura Liguori - Programma "Retail Your Talent" - 1 edizione
KitKat : Brand strategy concepts & theories Ian Adams
The report will look at the following brand concepts; brand community, brand identity, brand architecture, brand personality, emotional aspects to a brand, brand awareness, brand meaning, brand associations, brand loyalty and Brand experience.
This work was made for a job posting and it analyze competitors and consumer trends to give Nutella a new position in mass market and a new go-to-market strategy.
International Marketing Strategy of Nike Inc.Ananya Jain
The Nike ethos is characterised by an emphasis on the role of internationalisation as an entrenched component of their business strategy. This is reflected by their mission statement, which aims to “bring inspiration and innovation to every athlete* in the world” with the caveat that “*if you have a body, you are an athlete” (Nike.com, 2017). Significantly this emphasises a global outlook, that transcends the elementary definition of international marketing - “the marketing of goods, services and information across political boundaries” (Albaum et al., 2005). Many firms take mercantile approaches to marketing that “satisfy customer requirements profitably” (Marketing and the 7Ps, 2015). Nike, however, follows more holistic principles - “11 maxims” (Farfan, 2017) - that allow it to achieve its fundamental premise - to inspire its global consumer base, albeit in a financially rewarding manner. Armed with a global marketing orientation, Nike caters to a range of customers that have a plethora of demands, which vary along demographic, geographic, and cultural lines. Thus, their marketing model is predicated upon nuanced strategies that consider domestic market variables (domestic and foreign controllables & uncontrollables) (Ghauri & Cateora, 2014). Consequently, and because of the large role that internationalisation has played in Nike’s success story, this paper evaluates its marketing strategy; with a focus on micro, macro, and task analysis.
Intervista a Matteo Conti Head of Trade & Shopper Marketing Chocolate / Sugar Confectionery di Ferrero a cura di Flavia Nicolosi, Elisa Cellizza e Laura Liguori - Programma "Retail Your Talent" - 1 edizione
School assignment : present a brand then create a new product and the correspondig communication plan.
Academic discipline : Communication schedule
School : INSEEC Paris (France) - 2013
Candy StoreThe Sweet Tooth765 Main St.Mount Pleasant, MI 488.docxhacksoni
Candy Store
The Sweet Tooth
765 Main St.
Mount Pleasant, MI 48858
Zuzu Enterprises
Candy is a special treat that plays an important role in cultural traditions, seasonal celebrations and family occasions here in the U.S. and around the world. Candy is also associated with childhood, a simpler time filled with fun and happiness. But, it can be hard to find old fashioned bulk candy storesthat carry all your favorite childhood memories; we serve this niche and offer the best candy supply along with gourmet popcorn, nuts, and Ashby's Ice Cream. The Sweet Tooth will sell candy for all occasions and offer specialty packaging, gifts, and combinations to suit any need and desire.
EXECUTIVE SUMMARY
Candy is a special treat that plays an important role in cultural traditions, seasonal celebrations and family occasions here in the U.S. and around the world. Candy is also associated with childhood, a simpler time filled with fun and happiness. But, it can be hard to find old fashioned bulk candy stores that carry all your favorite childhood memories; we serve this niche and offer the best candy supply along with gourmet popcorn, nuts, and Ashby's Ice Cream. We sell candy for all occasions and offer specialty packaging, gifts, and combinations to suit any need and desire.
The Sweet Tooth is a family-owned business, owned and operated by the Bernard family. We proudly serve the wonderful community of Mount Pleasant, Michigan and are thankful for great families and customers that support small businesses.
INDUSTRY ANALYSIS
The confectionery industry has fared well in recent years, both during the height of the recession and its aftermath. In 2014, the U.S. Retail Confectionery Industry is generated $34.5 billion in retail sales. Among more than 300 product categories across the store, confectionery is growing faster than 184 other categories, with 92 of those showing declines, according to the National Confectioners Association (NCA). Over the 52 weeks through Nov. 1, 2015, confectionery kept in lockstep with the total store growth of 3.2%, with a dollar sales growth of 3% for combined chocolate and non-chocolate items. This trend of strong sales and tempered growth is expected to continue for the coming years.
Chocolate is one of the most popular and widely consumed products in the world, with North American countries devouring the lion's share, followed by Europe. Chocolate sales in the United States account for the majority of sales in the industry—more than 60%—with $21.1 billion inPage 8 | Top of Articlechocolate sales generated in 2014; this number increased 2.9% from the previous year. During this time, premium chocolate sales grew by 11%. Dark chocolate sales increased 8% in 2014, but milk chocolate remains the largest chocolate segment in the United States. Premium and dark chocolate are the strongest segments of the market in the United States in terms of growth, though not market share. This growth over the last decade has been driven in large .
The document contains the research to find the right solution and language for the idea. It elaborates on facts in the chocolate industry which many of us are unknown to and the reason for developing this project illustrated in this document.
There are quite a few problems with candy wrapper. Our team Robo Alpha has tried to research this problem and found some solutions for it. Please have a look at our solutions to this problem. Also if you have other proposed solutions please let us know
HEAVENLY DELICIOUS CAKE SHOP.
A BITE OF PASTRY TANTALIZES YOUR TASTE BUDS.
Indulge in Sweet Bliss!!!!
Explore the World of Cake Shops........................Sweet Delights!
Exploring the World of Cake Shops and Delectable Cakes .
COME LET'S CREATE A MEMORABLE MOMENT WITH OUR DSTINATION
Disney consumer products : Marketing Nutrition to ChildrenManal Shah
This Presentation is the Case Analysis of the Harvard Business School Case-"Disney Consumer Products:Marketing Nutrition to Children" which is part of my Internship Under Prof. Sameer Mathur,IIM Lucknow.
1. !1
United States of America: Spread the Happy
Population: 320 M | Income per capita: $52K | Life Expectancy: 79 years | Years of Schooling: 13
Target
customer:
Alex is an affluent soccer mom who cares about community
involvement, family, and “deals.“ She lives a faced-paced life
(work and family responsibilities) and relies heavily on
technology for product information, promotions, and deals.
Positioning
benefits:
Nutella is the original hazelnut spread that has been spreading
happiness around the world for over 50 years. It is made by
Ferrero, a family owned company with a strong community
involvement and environmentally responsible practices. Nutella
is a versatile, great tasting product with no artificial ingredients
that is great for breakfast, snack, or dessert, even on the go.
Perfect for moms who want to have peace of mind that their
kids are happy and have the energy for their day at school.
Value
proposition:
Nutella’s value proposition currently used in the United States is:
“Spread the Happy”
Product: Nutella is the “Original Hazelnut Spread” with no artificial
ingredients, peanuts, and gluten. It is a very versatile product
that can be used as breakfast, snack, or dessert and tastes
great with healthy foods such as fruits. It is made by a very
community involved company (e.g., supports kids’ programs
such as Kinder Sport) and is dedicated to sustainability (e.g.,
self-produces 30% of its energy).
Promotion: Nutella has a large social media presence with over 30 million
Facebook likes and over 44K Instagram followers. Nutella
leverages social media to show the many ways a person can
eat Nutella. They pair it with different foods and post vivid,
mouth watering pictures. They also promote events such as
World Nutella Day. Nutella is also pairing with Krusteaz pancake
mix to push further into the breakfast market. Krusteaz (a well-
known and widely used brand) now has samples of Nutella in
select boxes of the mix. Finally, “Spread the Happy” TV
commercial shows various happy people eating Nutella different
ways, in different places, and at different times of the day. This
shows its versatility.
Price: The average price for Nutella is $3.48 for 13 ounces, or $0.27
per ounce in the United States.
Place: Nutella is sold in Kroger, Walmart, Jungle Jims, and most other
large retailers or places that carry peanut butter. For example, in
Kroger (see Figure 2), it is sandwiched between the honey and
peanut butter in the breakfast, peanut butter, and jelly aisle. The
many brands and variants of peanut butter take up three times
the shelf space that Nutella occupies.
Bottom Line: Aside from being paired with Krusteaz, Nutella’s marketing is quite good but may consider reinventing its
versatility by pairing with Food Network because it’s exposure with top name chefs could have a ripple
effort for demand (recipes and celebrity promotion) in the market. Also, Nutella should bring a strong
presence in grocery coupons apps, by being highlighted in Groupon, Kroger, Checkout 51, Snap, and
Ibotta. All of these recommendations could be used in Ireland as well.
Figure 1. Perceptual Map
Figure 2. In-Store Placement
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2. !2
Ireland: Start the Day with Nutella
Population: 4.6 M (1.5%*) | Income per capita: $33K (63%*) | Life Expectancy: 81 years (113%) | Years of Schooling: 12 (92%*)
*Percent as compared to the United States
Target
customer:
Lauren is a mother of two kids (ages 5 to 18). She is a fun,
youthful, family oriented mom who seeks happiness and
convenience.
Positioning
benefits:
Nutella is a high quality product hazelnut spread made of
hazelnuts (13%, cocoa, and milk. It has a unique, chocolatey
and is a great alternative to breakfast spread to jam and peanut
butter. Nutella is a well-established brand that consumers trust
and is great on anything, anytime, and anywhere.
Value
proposition:
Nutella’s value proposition currently used in Ireland is:
“Start the Day with Nutella”
Product: Nutella is premium, high quality product at an affordable cost. it
is made of the finest ingredients. It appeals to tradition – a
product with a history of nutrition and vitality - and aims to
provide pleasure as a breakfast component. It is an enjoyable,
fun product that brings pleasure and can used on anything,
anytime, and anywhere. Nutella is a part of Ferrero group, a
family owned company that has built a relationship of trust and
respect for its customers.
Promotion: Nutella is promoted on Irish TV during adverts for example the
Nutella jar ad where it conveys numerous people, young & old,
spreading, sprinkling, eating and dunking it into and onto their
choice of foods. Nutella's Facebook page promotes the brand
regularly, for recent events like Valentine's day and pancake
Tuesday it posted pictures and videos. They are promoting the
Nutella & Go! product by giving away 5 free Polaroid cameras.
Nutella is also using Centra, which has shops all around Ireland.
The promotion on the Centra website has links to its Facebook
and Twitter pages so they gain followers and entrants into the
competition to win a camera.
Price: The average price for Nutella in Ireland is $2.32 for 7 oz jar or
$0.33 per ounce.
Place: Nutella is sold in Dunnes Stores. It is located in the Jams &
Spreads aisle. It has one section of shelving for itself containing
the Nutella range: Nutella & Go (contains breadsticks to dunk
into the Nutella), the different size jars of Nutella, from 200g to
1kg.
Bottom Line: Nutella's marketing in Ireland is quite good. However, it may introduce testers outside the shops it is
sold (e.g., Tesco), radio ads, or billboards at bus stops. It may also consider introducing a new snack bar
with white and dark chocolate with a gooey inside to appeal to the chocolate craving consumers or even
a bar for diabetics. All of these ideas could be successful in the United States as well.
Figure 1. Perceptual Map
Figure 2. In-Store Placement
!
3. !3
Team Profile
Lindsey Newton (21) was born in Hebron, Kentucky. She currently works as a Social Media Maven at
Legion Logistics, LLC, and works on her Bachelor of Science in Marketing (expected graduation May
2015) at Northern Kentucky University. She loves reading, crocheting, and weekend boating trips and
values family, education, empowerment of women. She worries about finances, ability to support her
future family, and violence around the world. Lindsey finds happiness in spending time with family &
friends, accomplishing goals, finishing a good book. As a consumer, she is loyal to Starbucks, Victoria’s
Secret, Amazon/Kindle and spends most of her disposable income on social events (festivals, nights out),
traveling, and the rest on clothes, electronics.
“It’s awesome that 30% of the Ferrero’s energy is self-produced. I had so much fun learning about Nutella
with our Irish counterparts!”
Megan Pickett (20) was born in Rising Sun, Indiana. She currently works as a Co-Head Orientation
Leader for New Student Orientation and Parent Programs at Northern Kentucky University, and works on
her Master’s of Business degree (expected graduation May 2016) at Northern Kentucky University. She
loves running, reading, and maintaining friendships and values curiosity, education, and family. She
worries about limited time and income, and separation from her family. Megan finds happiness in paying
forward, hearing others’ good news, and sunshiny days. As a consumer, she is loyal to JIF, Nike,
Starbucks, Nook and spends most of her disposable income on groceries (60%), going out to
restaurants, miscellaneous things like clothes and books.
“It is amazing how corporately involved Ferrero immerses themselves. Also, it was great to get the Irish
perspective on Nutella. It definitely broadened my thinking!”
Lauren Mitchell (19) was born in Ratoath, Ireland. She is currently unemployed and works on her
Bachelor Degree in Marketing (graduation May 2016) at Maynooth University. She loves shopping,
fashion, and music and values honesty, loyalty, and kindness. She worries about running out of petrol,
finding a job and losing her phone. Lauren finds happiness in spending time with friends and family and
handbags. As a consumer, she is loyal to Mac, Converse, and Michael Kors and spends roughly $1,1000
on clothes, nights out and entertainment.
“Great experience to work with fellow students from the U.S.A”
Craig Melvin (20) was born in Hollystown, Dublin, Ireland. He currently works as an Assistant at
Corrstown Professional Golf Shop, and works on his Bachelor of Business Degree in Marketing
(graduation May 2016) at Maynooth University. He loves golf, hurling, and spending time with friends and
values his golf clubs, family and friends. Craig worries about three putting, missing the train, falling in the
cinema, and spiders. He finds happiness in good weather, playing golf & hurling, and training. As a
consumer, he is loyal to Nike, Puma, Emporio Armani, Dominos, and Hagen Daas and spends roughly
$1,1000 on mostly clothes, runners from Nike, Puma, River Island, and Burton.
“Nutella spreads throughout Ireland!! How popular it is surprised me most and the difference in taste of
Nutella from Ireland and America.”
Methodology: For collaboration between Ireland and the United States, a Facebook group was created where thoughts, ideas,
files were exchanged. For the U.S., our MKT 333 classwork was used as a reference point for our target market and positioning
benefits. Our secondary research was collected from the following sources: Nutella and its social media such as Facebook,
Twitter, Instagram, Pinterest, and United Nations’ Human Development Reports. Pictures of shelving were taken at Kroger in the
United States and Tesco in Ireland.