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Analyse Nutella

Topics: Marketing, Nutella, Product lining Pages: 34 (8008 words) Published: May 21, 2013
By

NAM E AA AA NAME BBBBB NAM E RR RR NAME ZZZZZ

MARKETING 304

Table of contents
* Executive Summary--------------------------------------------------------------------------------------------1 1. Situation Analysis-----------------------------------------------------------------------------------------------2 1.1 Macroenvironment Situation---------------------------------------------------------------2 1.2 Market situation---------------------------------------------------------------------------------3, 4 1.3 Competitive situation-----------------------------------------------------------------------5, 6 1.4 Target Buyer Situation--------------------------------------------------------------------------7 1.5 Product Situation----------------------------------------------------------------------------------8 1.6 Distribution Situation----------------------------------------------------------------------------9 2. Company Analysis------------------------------------------------------------------------------------------10 2.1 Internal analysis ----------------------------------------------------------------------------1013 2.2 External analysis----------------------------------------------------------------------------1415 3. Issue analysis---------------------------------------------------------------------------------------------------16 3.1 Critical Success Factors---------------------------------------------------------------------16 3.2 Alternatives-------------------------------------------------------------------------------------------17 3.3 Evaluation of the Alternatives-------------------------------------------------------------18 3.4 Recommendations------------------------------------------------------------------------------19 4. Marketing Goals and objectives----------------------------------------------------------------------20 4.1 Mission Statement-------------------------------------------------------------------------------20 4.2 Market Definition----------------------------------------------------------------------------------20 4.3 Technological Changes----------------------------------------------------------------21, 22 4.4 Financial Objectives----------------------------------------------------------------------23, 24 5. Target Market and positioning------------------------------------------------------------------------25 5.1 Market Segments and Target Analysis--------------------------------------25, 26 5.2 Recommended Target Market------------------------------------------------------27-28 5.3 Positioning--------------------------------------------------------------------------------29, 30, 31 6. Marketing Mix-----------------------------------------------------------------------------------------------------32 6.1 Product Mix------------------------------------------------------------------------------------32, 33 6.2 Price Mix------------------------------------------------------------------------------------------------34 Nutella 1

6.3 Place Mix----------------------------------------------------------------------------------------35, 37 6.4 promotion Mix--------------------------------------------------------------------------------------38 * Works cited----------------------------------------------------------------------------------------------------------39 * Appendix-------------------------------------------------------------------------------------------------------------1-4

Nutella

2

Executive Summary
Nutella’s company, Ferrero is the largest confectionary group in Italy and the fourth largest in the world (www.nutellausa.com). As written on the jar, Nutella is a “delicious blend of fresh hazelnut, skim milt, and coca.” Unlike any other spreads available in the U.S., Nutella offers a unique and high-quality tasting product that is nutritious and offers convenience and versatility.

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