SUBJECT : MARKETING MANAGEMENT
TOPIC : FERRERO ROCHER CASE STUDY
Ferrero Rocher is an Italian based confectionary company known for its high quality and uniqueness. The history of the company dates back to 1946 in Alba, Italy where Pietro Ferrero created a confectionary out of 50% hazelnut and 50% cacao beans. The ferrero chocolates were an instant hit in the market and the creamy spread Nutella introduced by Pietro’s son Michele took the company to great new heights. Even decades after the company was founded the company structure is still based on solid family values.
Ferrero Rocher currently holds 7.3 percent of the global market share (Businessweek, 2010) and 13.2 percent of Western Europe’s share. Today the company has more than thirty business units, fifteen production plants and three social enterprises the Ferrero Rocher’s consolidated turnover is 7218 million euro, a 9.1% increase than the previous year (Ferrero, 2010). Ferrero is best known for its high and consistent quality over the decades focusing on consumers and their strategic understanding of global consumer needs enables their company to rapidly foray into global markets making Ferrero Rocher chocolates globally favourite. Ferrero also ensures that they keep a secure retail supply chain thus ensuring a good relationship with their marketing intermediaries as well.
Ferrero Australia was started in 1974 to delight the Australian consumers with the unique experience of high quality chocolates and it has been a growing market ever since. Ferrero currently employs over 300 people for their operations in Australia. The company does extensive testing of their products in Australia before the actual release showing how careful they are about retaining the high brand image they have attained. Today even with major competitors like Cadburys and Hershey’s, Ferrero
References: - Australian Statistics. (2010). Retrieved August 2012, from http://www.abs.gov.au/ausstats/abs@.nsf/mf/3101.0 Australian Statistics. (2010). Retrieved August 2012, from http://www.abs.gov.au/AUSSTATS/abs@.nsf/mf/1345.0?opendocument?opendocument#from-banner=LN Australian Statistics. (2010). Retrieved August 2012, from http://www.abs.gov.au/AUSSTATS/abs@.nsf/Lookup/4102.0Main+Features50Jun+2011 Businessweek. (2010). Retrieved August 2012, from http://www.businessweek.com/magazine/content/10_04/b4164036499160.htm Ferrero. (2010). Retrieved August 2012, from http://www.ferrero.com/the-group/business/a-growing-turnover/ Kotler, P., Armstrong, G., Agnihotri, P. Y., & Haque, E. u. (2010). Principles of Marketing,Thirteenth edition. Pearson.