Marketing mix Nutella, food spread, Ferrero Group, social network, Facebook, Ferrero Rocher, mixture with chocolate, distribution of Nutella, Nutella & go, Nutella's communication, politique de Nutella
Nutella is a brand of spread known throughout the world since its creation in 1964. The French are the biggest consumers with almost 3 kilos of products eaten every second, or 230 tonnes, or another 1 million jars per day. In 2017, the group recorded a turnover of 1.56 billion euros. Three in four French people eat at least one piece of toast a day, most often for breakfast or as an afternoon snack. Nutella also holds 85% of the market share in French distribution. Even though the product was created in 1964, it would take another two years before it arrived in France. Since then, the Ferrero Group has become a true multinational and has 22 factories located all over the world. In the space of ten years, turnover has more than doubled; Ferrero also has 40,000 permanent employees and more than 35 million fans on the famous social network Facebook.
[...] Getting closer to sport, in general, allows the group to gain additional market share internationally and remind consumers that one can be sporty and know how to have fun. Nutella's Facebook page has over 30 million fans who can interact with group admin and participate in brand-initiated events. Over time, it is one of those brands that no longer needs to prove their success, just like Coca Cola, which also has millions of fans. The Internet allows the group to maintain a modern and dynamic image, an image that does not deteriorate despite the passage of time. [...]
[...] It goes without saying that Ferrero chose the most profitable solution to market Nutella worldwide. In fact, the shorter the channel, the more the margin is respected, which allows the manufacturer to never sell at a loss. The special thing that Nutella has is that customers really expect to find the product everywhere, whether in small isolated villages or large cities. This is the advantage of this type of flagship brand, which has sufficient notoriety to fit in and take hold everywhere. [...]
[...] Marketing Mix – Nutella I. Introduction A. Nutella Nutella is a brand of spread known throughout the world since its creation in 1964. The French are the biggest consumers with almost 3 kilos of products eaten every second, or 230 tonnes, or another 1 million jars per day. In 2017, the group recorded a turnover of 1.56 billion euros. Three in four French people eat at least one piece of toast a day, most often for breakfast or as an afternoon snack. [...]
[...] As we mentioned in the previous paragraph, manufacturers have perfectly created this addiction to Nutella in a large number of consumers. However, since 2010, there has been a slight drop in prices for Ferrero, perhaps because of competition which has tended to spread, with first prices and private labels. Overall, even the households that have struggled financially would continue to buy the brand mainly to please their children, but the group has still made this reduction in prices, making other spreads even more neglected by customers. [...]
[...] Loyalty is very strong of people questioned refuse to change the brand of spread. The most keen consumers are between 10 and 30 years old. B. Price Nutella is considered a high-end product, so it is sold at a significantly higher price than the spreads offered by competitors. Moreover, it does not matter for consumers, since this is very clearly a product that has become commonplace in the food industry and this almost all over the world. Customers are willing to pay more for this unique taste. [...]
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