There is an increasing number of communities that bring together individuals around a shared passion of cycling, religion, and politics. They also possess a shared identity, gender, ethnicity, and lifestyle. Some groups are focused on an object of consumption as a product category like digital cameras, the French chanson.
These small groups, formed by elective affinities, by common emotions, allow members to share their experiences, information and knowledge. They are based more on passion and play on reason and interest. It guides the emotional and not rational aspects.
Communities, also known as tribes, change over time according to its adherents. By creating a new way of eating chocolate through the spread, Nutella has also created a market where none existed before and made new fans.
For all its consumers, Nutella is a food product that is unique and unparalleled, with a recipe that is zealously guarded for years with the best ingredients. This unique and inimitable taste quickly won customers for whom the Nutella brand evokes the sweetness, creaminess and gluttony.
Nutella primarily embodies the values of generosity, simplicity and honesty, and also fun. Nutella has become a partner that follows us during various times of the day, allowing us to share moments together, whether they are unusual, soft, happy, or funny. Nutella is also generational: the brand is more modern than ever, despite forty years of existence.
That is why there is a nexus between Nutella and its consumers who share a strong relationship with commitment, complicity and especially confidence. Hence, the birth of a tribe Nutella signifies the moments of exchange and sharing. Here, the choice was to study the tribe that has formed around the brand Nutella, globally known and recognized by children and adults.
The origins of Nutella goes back to the year 1949, when the recipe was finalized by Pietro Ferrero Nutella, who initially named the product "Supercrema" and then changed it to "Nutella" in 1963. Ferrero's French subsidiary was created in France in 1960 and Nutella appeared in France in 1966. The Ferrero Group has annual sales of 4 billion euros in the world and about 500 million euros in France. In France, 80 million jars of Nutella are sold every year and Nutella is the leader in the market of chocolate spreads worldwide.
Nutella is associated as a product of unique taste and even greed. This product also has a strong capital of sympathy with the generation of 10-25 years, but also parents, for they themselves were consumers. Nutella consumers are somehow part of a cultural group (if one were to go by the website of the product), in fact, the product is associated with an exaggerated consumption by some people, seeing in this product, an obsessive comfort food.
Despite a strong capital quality, this product comes at an affordable price for most consumers, and it is differentiated from the "fakes", thus retaining a monopoly on quality. In addition, the presence of the product (on shelves since 1970's) is extended to all businesses be it hyper, super or convenience stores. Also, Ferrero put on the nutritional quality of the product, in fact, the "dietary quality" of the product are clearly presented in the commercials, but also on the packaging of the product.
Tags: Nutella, tribal marketing, Nutella tribe following
[...] According to Antonio Massimo Castiglia the site My Nutella was an ambitious project aimed at a complete reversal of the relationship between the brand and the consumer. Through My Nutella, the brand “takes a step back" as it leaves the stage to the consumer who becomes the protagonist and the architect of the relationship.Through its initiatives and this awareness, the Ferrero group strengthened community spirit as opposed to actions in the late 90s that was slow and prevented the development of the community of followers Through all these actions, the followers of Nutella as well as the Ferrero group enabled the development and birth of the Nutella tribe. [...]
[...] Pricing Policy Nutella remains the undisputed leader in this field, and realizes over 80% of sales value. Its market share increased further in 1998, following a decline in prices. This growth of the brand comes at the expense of private labels and top brands. The product is a high-end product in the sector of chocolate spreads, Ferrero applies a price on the product with a slight decrease in its selling price, but still slightly more expensive than its competitors, ensuring the consumer quality (psychological price).The average price for a jar of Nutella weighing 750 g is Communications Policy Product marketing communication is done mainly via TV spots, the promotion sales are instrumental in increasing customer loyalty; recently, the Internet has emerged as the medium for the dissemination of the brand.The promotion is carried out focusing on a few major aspects: quality, nutrition, communications and the Internet site. [...]
[...] origins of the tribe A unique source of commitment, trust and fun By creating a new way of consuming chocolate through the chocolate spread, Nutella also created a market that did not exist before and attracted new fans. For all its consumers, Nutella is a food product that is unique and unparalleled, with a recipe guarded for years, and boasting the best ingredients. This unique and inimitable taste has rapidly captured the attention of consumers for whom the Nutella brand evokes softness, smoothness and delicacy. [...]
[...] The members of the Nutella tribe and the Ferrero group created special moments for fans of the Nutella chocolate spread to meet "for real" and encourage the expansion of the tribe and the values the brand. Below are two examples of "meetings", which members of the community can participate in. The "Nutella Parties" Ferrero, the maker of Nutella, sells jars weighing 3 kg for the use of Nutella parties. These parties can be enjoyed anywhere (at home with friends, or in offices with colleagues). [...]
[...] The Marketing Mix A-Global Strategy Nutella affects almost the entire French population, as it is a commonly consumed food regardless of age, sex, etc.of the consumer. Indeed, Nutella boasts the leading position in the market for chocolate spreads based on several elements. Nutella is associated with a product of indulgence and unique taste; this product cuts across age barrier. Though more popular with the younger generations (10-25 years), the generation of parents and even the grandparents themselves are not immune to the allure of Nutella. [...]
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