Ferrero Rocher : A Marketing Study Presentation
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Transcript of Ferrero Rocher : A Marketing Study Presentation
FERRERO ROCHER
Chocolate Market
In 2007 the global market for chocolate was estimated at US$6.95 billion
The reasons behind the growth of sales and consumer awareness : Wider availability of premium chocolate at the retail level. High levels of new product activity. Consumers becoming attracted to dark chocolate on account of
its health benefit. Ethical concerns have increased demand for organic and Fair-
trade chocolate.
(MarketResearch. (2001, February 1). The Chocolate Market. Retrieved March 16, 2009 fromhttp://www.marketresearch.com/product/display.asp?productid=186930&g=1)
Competitors
Nestle
Cadbury
Hershey
Ferrero Spa
Levels of a Product
Core Product
Actual Product
Augmented Product
Levels of a Product
Sweet and Tasty
Confectionary
Branding Packaging & Labelling
Segmentation
Geographic
Demographic
Psychographic
Behavorial
Targeting
Evaluating Segments
Target Market
Concentrated Marketing
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POSITIONING
Extensive personalised service
Low perceived quality and status
Limited service
Less personal
High perceived quality and status
Ferrero Rocher
The degree to which the FERRERO meets its needs and wants
Quality Taste Availability product range range of sizes Logistics and
distribution
Promotion Pricing Strategy
Recommendations
• Sponsoring local events.• Increase the prices and improve the
profits• Localize the adverts and promotions• Customer feedback and marketing
research• Use price differentiation • More response to the festive seasons in
the Asian market
References
MarketResearch. (2001, February 1). The Chocolate Market. Retrieved March 16, 2009 from http://www.marketresearch.com/product/display.asp?productid=186930&g=1)
Researchandmarket. (2008, November). Global Market Review of Premium Chocolate Forecasts
to 2011. Retrieved March 15, 2009 from http://www.researchandmarkets.com/reportinfo.asp?report_id=661952&t=e&cat_id=
Cadbury. Company Overview. Retrieved March 11, 2009 from http://www.cadbury.com/ourcompany/ouroverview/Pages/ourcompany.aspx
Ferraro. Business. Retrieved March 1, 2009 from http://www.ferrero.com/eng/index.html
Heryshey’s (2008, June 11). Newsroom. Retrieved March 13, 2009 from http://www.thehersheycompany.com/about/
Mars. The five principles. Retrieved March 30, 2009 from http://www.mars.com/global/Who+We+Are/The+5+Principles.htm
Nestle. All about Nestle. Retrieved March 19, 2009 from http://www.nestle.com/AllAbout/AllAboutNestle.htm