Evaluation of Nutella Marketing Strategy

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  • Topic: Marketing, Ferrero SpA, Nutella
  • Pages : 20 (5088 words )
  • Download(s) : 1051
  • Published : April 30, 2013
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An Evaluation of Nutella Marketing Strategy of 2012 with the view to improvement.

From: Natalia Muranska

To: Peter McPherson

Date:

List of Contents:

Introduction ……………………………………………………………………….. 5 Procedure ………………………………………………………………………....... 5 Findings
History ……………………………………………………………………………….. 6 Marketing concept ............................................................................... 7 History ................................................................................................ 7 Definition ............................................................................................. 8 Analysis of business environment .................................................. 9 Macro environment ……………………………………………………………. 9 Micro environment ……………………………………………………………... 11 Marketing Mix ……………………………………………………………………….. 12 Description ………………………………………………………………………… 12 Tangible/Intangible …………………………………………………………… 12 Product Mix ……………………………………………………………………….. 13 Product range …………………………………………………………………… 13 CAE ……………………………………………………………………………………. 13 Product Life cycle ( PLC ) …………………………………………………... 14 *

Promotion ………………………………………………………………………….. 16 Advertising ………………………………………………………………………. 16 Public Relations ……………………………………………………………….. 16 Promotion ………………………………………………………………………... 17 Direct Marketing ……………………………………………………………… 17 Personal Selling ……………………………………………………………… 18 Types of Market ……………………………………………………………… 18 Price …………………………………………………………………………………. 19 What Determinate Price ……………………………………………...... 19 Price Strategies ……………………………………………………………… 19 Place ………………………………………………………………………………... 21 Determinants of place …………………………………………………… 21 Channels of Distribution ………………………………………………… 21 People, Process, Physical Evidence …………………………………. 23 People ……………............................................................................. 23 Process ………………………………………………………………………..... 23 Physical Evidence ……………………………………………………….... 23 Market Research ……………………………………………………………… 24 Quantitative, Qualitative ……………………………………………… 24 Primary Research ……………………………………………………..... 24 Secondary Research ………………………………………………….... 25 Sampling …………………………………………………………………….. 25 What ‘change’ Factors affect the business .………………….. 26 Product/ Service ………………………………………………………. 26 Place …………………………………………………………………………. 26 Price ……………………………………………………………………….... 27 Promotion ………………………………………………………………… 27 Segmentation ……………………………………………………………… 28 Definition .................................................................................. 28 Types of Segmentation ....................................................... 28 Types of segmentation use by Nutella ……………………. 28 Importance of segmentation ……………………………………. 28 Conclusion ………………………………………………………………….. 29 Recommendation ……………………………………………………….. 29 Pricing strategy ……………………………………………………… 29 Channels of distribution ………………………………………… 29 Place ………………………………………………………………………. 29 Promotion ……………………………………………………………… 29

1 Introduction

This report was request by Peter McPherson. The aim of this report is to evaluate marketing strategies used by Ferrero for the product Nutella in 2012 and few possible ways to improve it. Ferrero is a successful international company with over 21 913 employees and 7 218 million Euro turnover in year 2011. One of the best-selling products of this company is Nutella and my report will concentrate on this product and marketing techniques used by Ferrero to promote Nutella, as well as how they manage to achieve such a big success. In the end of report reader can find some solutions for problems faced by this company in terms of successful marketing strategies. This report was requested by my lecturer Peter McPherson and is going to be submitted by 7th of December 2012.

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