Nutella dominates the market for chocolate spreads. It is mainly used for breakfast, snacks and sandwiches, but it may also be used in some desserts (fruit, pancakes.
Despite a saturated market, it represents 89% of the total sales. In France it sells nearly 88 million tubs annually.Its main competitors are retailers and low price brands.
This may be a customary or exceptional purchase, and the purchase price is not an obstacle. Nutella is the most expensive product on the market for spreads, and yet this is not a deterrent to buyers. Customers buy Nutella for its renowned taste. A client used to the Nutella brand will not change, and will not experiment with the competitor's products. Customers are thus loyal to the brand. There are different occasions of the customer's consumption, and the distribution is very broad.
A household using Nutella makes two purchases at least once a year, and 88 million cans are consumed annually in France. There is no specific target for Nutella. One may think that only young people use this spread, but this is not true. There is no distinction among consumers of Nutella, and all populations are affected. Of course, the consumption among people from 10 to 25 years is higher, because that is what they eat primarily at breakfast and lunch. Thus this is the core target of the product. The parents of these 10 to 25 year olds, are long standing consumers, and have transferred their love for the product to their children. Nutella is present worldwide, and can be eaten alone or with family.
[...] Product Performance The product plays on the qualities of "pleasure" and "nutrition". It wants to be known as a product that contributes to the growth and vitality of consumers. Nutella has the desire to create a unique and quality product. This spread has the real taste of hazelnuts, which gives it an advantage over its competitors. But this is not a trivial matter. Indeed Nutella has a monopoly of buying a variety of nuts. Competitors must use the "remaining" nuts which are of lower quality, and therefore have a less distinct taste. [...]
[...] Brand Ferrero includes brands like: Nutella, Kinder, Ferrero Rocher, Tic Tac, Mon Cheri, Raffaello, Duplo The Nutella brand includes products such as: Nutella and Nutella Snack and Drink Brand Today the Ferrero Group is in 4th place worldwide, in the sector of "chocolate - confectionery" in Europe, with a leading position in Germany, Italy and France. The group's primary objective is to maintain a level of excellent quality and have the ability to meet consumer tastes, whatever their nationality and their age. [...]
[...] Ferrero provides products with matchless taste to meet the nutritional needs of all consumers eating out Nutella is a trademark, and a product that is associated with greed. Its consumers are called greedy, but these consumers know why they consume this product. Nutella has the unique taste of hazelnuts. It is a product of high quality, which is reasonably priced and accessible, and this is its main strength. Nutella has a monopoly on quality on the market. The product also has nutritional and energy values. [...]
[...] We know that Nutella is associated with many sporting events, and on the occasion of the latter, special products with figurines and objects included are produced. Who does not remember the hidden objects in the lid of the jar of Nutella? On these occasions, also 3kg, collector Nutella jars are also released. Decor: (graphic, colors, text, labels) The product has a color code that everyone knows. It is red and black. It also has a label that lists the nutrient intake for breakfast Nutella Range Nutella is a registered product. [...]
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