Hulayyil Alanazi Katelyn Bello Brynn Christensen Garrett Harris Kayla Mogensen

● Founder: Michele Ferrero, 1946

New Product

Marketing Environment

Competitors and Competing Products

● Jif’s Hazelnut Spread● Hershey’s Hazelnut Spread● World Market Hazelnut Vanilla

Spread● Goya Double Hazelnut Spread● Safeway Select Hazelnut Spread

Legal & Social Issues and Segmentation● Nutella as a “healthy part of

your breakfast” and “fuel the day”

● Lawsuit for this

● Nutella Squeeze modification:○ Still a breakfast condiment○ don’t specifically say “it is healthy”

Target Market:

● Families

● College Students

● Bakers, Decorators

Setting the Price

■ Nutella already holds about 70 percent of the market share of chocolate spreads in the U.S

■ we want to make the product fit better into our daily lifestyle.

Brand (13 oz) Nutella Squeeze

Hershey’s JIF Great Value Reese's Justin's Chocolate

NutellaJar

Price $3.48 $2.25 $2.09 $2.88 $2.98 $2.97 $3.48

Penetration Pricing Strategy

● Look to competitor’s prices and compare

● Look to consumer

○ Value vs affordability

Reducing the Price

● Going green

● Make materials

recyclable

Place

Store Display

● U.S.

● Canada

● Australia

● New Zealand

#NUTELLASTORIES

Promotion

● Platforms will include

○ two separate public relations events

○ a spokesperson

○ advertisements on social media sites

○ personal sales team to contact potential customers directly.

To promote this new line of Nutella squeeze bottles

Ferrero will use several different platforms.

Introducing Nutella Squeeze!

An easier way to get enjoy

your favorite spread!

Facebook Ad

Personal Selling

Spokesperson: Ivanka Trump

Public Relations Event: Breakfast Tour

Public Relations Event: Grocery Store Visits