Ferrero Rocher

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  • Topic: Ferrero Rocher, Ferrero SpA, Chocolate
  • Pages : 17 (4574 words )
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  • Published : February 20, 2013
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Course : MKT399
(MARKETING PLANNING IN PRACTICE)
Section: M2
Assignment: Individual Assignment: Marketing Plan
Lecturer: Mr SRIKAANTH A/L SIVASUBRAMANIAM

Name: Kim Seung Jong
Programme: BMAUH (University of Hertfordshire)
ID No: J07003156

Table Contents
Executive summery……………………………………………………………………………3

Introduction …………………………………………………………………………………...4

Business atmosphere
* Political………………………………………………………………………………5 * Economic…………………………………………………………………………….6 * Social………………………………………………………………………………...6 * Technology…………………………………………………………………………..7

SWOT Analysis
* Strengths…………………………………………………………………………….7 * Weakness……………………………………………………………………………7 * Opportunity………………………………………………………………………….8 * Threats……………………………………………………………………………….8

Market Analysis
* Competitor………………………………………………………………………...8-9 * Consumers…………………………………………………………………………...9

Development strategies………………………………………………………………………10 * Segmentation & Targeting…………………………………………………………10 * Positioning…………………………………………………………………...…10-11

Objectives with 4P’s: Product, Place, Price, and Promotion * Financial…………………………………………………………………………....11 * Marketing……………………………………………………………………….12-13 * Societal…………………………………………………………………………..…13

Internal Marketing & Customer Service……………………………………………………..13

Budgeting…………………………………………………………………………………….14 Financial allocations and forecasting………………………………………………………...15 Control and Implementation………………………………………………………………….16 Appendix List………………………………………………………………………..……17-20 Reference List…………………………………………………………………………….21-22 Executive summery

Ferrero Rocher is the one of the multinational corporation in the world via the product: Ferrero Rocher that is kind of the chocolate and the it has a luxury perception to the customer who have some of reason that are price, packaging, and etc. As it is a FMCG (Fast Move Corporation Goods) in Malaysia, its sale portion has not been attracted in consumers’ behavior in purchasing consideration. Duo to of shown problems, Ferrero Rocher has changed as a newness or innovative snack that will be strong competitive food in eating habit whereby, the conscious or prospective consumers can select Ferrero Rocher. From the beginning to the end in its own implementation, Ferrero Rocher is able to be more attractive goods with the renewal image to the people and then the company will be successful by the enjoying the great revenue in food channel as well. Ferrero Rocher chocolate will be distributed by the renovation about most concepts and powerful diffusion in terms of the brand itself over the world.

Introduction

Ferrero Rocher is a own brand name with a family history: Michele Ferrero is the founder and the leader in the corporation with his relatives who have contributed to the success in the food industry in Italy. Ferrero Rocher is one of the famous chocolatier food firms internationally, since it was opened in Italy by Ferrero SpA since 1982. Ferrero Rocher has his own name as a brand and it has been producing many types of chocolates with different flavors; as well as diversified chocolates have been made by the company for strategic reasons. For example, the main components of the chocolate is based in roasted hazelnut frame into the thin wafer by consolidation with hazelnut cream, milk chocolate and hazelnuts. Each of the products: Ferrero Rocher has a special covering that is uniquely shaped with a gold-coloured packaging that states the ingredients with the 73 calories. The firm has been performing well all-over the world with strong distributions. It is involved in many social activities and responsibilities: like giving donations, environmental reflection, and moral concern. Ferrero Rocher has its missions that are: high quality value with good ingredients and freshness into all its products. Moreover, the company tries its best in communicating with the...
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