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Irma Geldiashvili & Sharon Zwach
“Tell usYour Story”
“Tell usYour Story”
Love, shared experiences, relationships,
happy, content.
PERSONAL
COLLECTIVE
BENEFIT
NATURALLY HEALTHY: High
quality, craf...
• Bringing sweet
moments of
Hershey happiness
to the world every
day
• Make anything
your new favorite
thing.
• Quick and ...
VS
COLLECTIVE
BENEFIT
Emotional
PERSONAL
For me
For all
Spreads makes any treat
more tasty. Browse the
possibilities
• Love, ...
What do you think of?
Valley of the Flowers, INDIA
PARIS
AFRICA
A SUNNY ISLAND
27.8%
33.3%38.9%
Ferrari
Alfa Romeo
Fiat
Volvo S60
Bug
Lada Niva
Honda Civic
Hyundai Sonata
Caravan
Jeep
Volkswagen
BMW
Mercedes
73%
83.7%
81.2%
70%
80%
Brand Personality & Positioning
Nutella is:
• A deliciously unique spread made from the
combination of roasted hazelnuts, ...
Consumer Insight
Bread combined with sweet spreads is a good solution for breakfast but sometimes only peanut butter/jam
i...
https://www.youtube.com/watch?v=EbmueS6sHPM
https://www.youtube.com/watch?v=r3GSpsYMMA8
https://www.youtube.com/watch?v=5F...
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NUTELLA

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Nutella

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  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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NUTELLA

  1. 1. Irma Geldiashvili & Sharon Zwach
  2. 2. “Tell usYour Story” “Tell usYour Story”
  3. 3. Love, shared experiences, relationships, happy, content. PERSONAL COLLECTIVE BENEFIT NATURALLY HEALTHY: High quality, crafted precision, product freshness, careful selection of the finest raw materials, respect and care for our consumers Emotional For me For all RATIONAL USAGE
  4. 4. • Bringing sweet moments of Hershey happiness to the world every day • Make anything your new favorite thing. • Quick and easy ways to enjoy Jif Hazelnut spreads!
  5. 5. VS
  6. 6. COLLECTIVE BENEFIT Emotional PERSONAL For me For all Spreads makes any treat more tasty. Browse the possibilities • Love, shared experiences, relationships, happy, content. • respect and care for our consumers USAGE Rational Make anything your new favorite thing. Quick and easy ways to enjoy Jif Hazelnut spreads Balanced meal: PB&J sandwich is a popular staple American meal/snack
  7. 7. What do you think of?
  8. 8. Valley of the Flowers, INDIA PARIS AFRICA A SUNNY ISLAND
  9. 9. 27.8% 33.3%38.9%
  10. 10. Ferrari Alfa Romeo Fiat Volvo S60 Bug Lada Niva Honda Civic Hyundai Sonata Caravan Jeep Volkswagen BMW Mercedes
  11. 11. 73% 83.7% 81.2% 70% 80%
  12. 12. Brand Personality & Positioning Nutella is: • A deliciously unique spread made from the combination of roasted hazelnuts, skim milk and a hint of cocoa. Nutella has no artificial colours or preservatives. • Can be a part of a balanced breakfast Target group: • Parent with children 5-13 years Unique Selling Points: • The creaminess • The high quality ingredients • The hazelnut content (13%) Brand personality: • Positive, emotional, active, natural, fun, social • Nutella is a spread of happiness jar! CoreValues: Quality, family, pleasure and naturalness
  13. 13. Consumer Insight Bread combined with sweet spreads is a good solution for breakfast but sometimes only peanut butter/jam is a bit boring. Only with Nutella you can spread ”happiness” on bread. Only with Nutella you can spread Happiness on food Values: •Quality •Family •Pleasure •Naturalness Brand Character Brand Essence Brand Supports (Attributes) Competitive Frame All sweet spreads Target Ages 1-30 Personality: • Positive • emotional • active • natural • fun • social -Original and unique taste - High content of hazelnuts -High quality ingredients (cacao, hazelnuts, milk) Brand Benefit Spread Happiness
  14. 14. https://www.youtube.com/watch?v=EbmueS6sHPM https://www.youtube.com/watch?v=r3GSpsYMMA8 https://www.youtube.com/watch?v=5Fv5c3YuWMk

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