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Briefing - Nutella Sweden Experiential Learning Program, University of Gothenburg. Contents. PART 1: Introduction to Ferrero & Nutella PART 2: Brand personality, perception and positioning PART 3: Status Nutella Sweden PART 4: Main challenges PART 5: Objectives and tasks .
Experiential Learning Program,
University of Gothenburg
PART 1: Introduction to Ferrero & Nutella
PART 2: Brand personality, perception and positioning
PART 3: Status Nutella Sweden
PART 4: Main challenges
PART 5: Objectives and tasks
The entire Ferrero Group ended the 2008-2009 financial year with a consolidated turnover of 6,345 million euros, an increase of 2.1% (+131 million euros) compared with the previous financial year 2007-2008. The Group worldwide – headed by its Chief Executive Officers, Pietro and Giovanni Ferrero – includes 38 trading companies, 18 factories and around 21,500 employees. The Ferrero Group, one of the largest confectionary producers in the world with a clear leading position in Europe and well-known products like Ferrero Rocher, Kinder Surprise-egg and Nutella.
The driving force behind the development of the Group is Michele Ferrero. With his energy and passion for creating new products using innovative ideas, he has revolutionized the eating habits of millions of consumers.
It all began 65 years ago in the little town of Alba in Piedmont (Italy). The roots of this success can be traced back to the 1940s. It was at that time that Piera and Pietro, Michele’s parents, succeeded in turning a pastry shop into a factory. These first, decisive steps forward were made thanks to the products “invented” by Pietro Ferrero and his young son Michele. Another factor in their success was the efficient sales network set up by Giovanni, Pietro’s brother. He died before his time, in 1949.
The history of Ferrero is now in its third generation. Pietro and Giovanni Ferrero, Michele and Maria Franca’s sons, head the Group as its Managing Directors. The company continues to grow under their guidance. So today, as in the past, it is a company based on a solid family structure. In short, behind the brand, the balance sheets and the growth of a multinational company, lie the past, the present and the future of an ingenious and tenacious Piedmontese family.
Ferrero Scandinavia AB, strategically located in the Öresund region in Malmö, is the Nordic company of the Ferrero Group.
The first version of what would become the revolutionary invention of the century and what is now one of the most famous food specialties in the world – Nutella – was founded in a backroom of the pastry shop founded in Alba in 1944 by Pietro Ferrero. In 1964 supercrema gianduja was renamed "Nutella" (its origin being the word "nut"), and began to be marketed outside Italy! Since then, Nutella continues to inspire and satisfy the palate of the entire world: from the United States to Europe, Australia to Canada, its unique taste and its distinctive jar appeal to consumers of all generations. Thanks to its inimitable recipe and its genuine and carefully selected ingredients, Nutella, spread on bread, has become an essential element to the breakfast ritual and serves as a great way to begin the day.
Nutella is Number 1 Ferrero brand in volume and value. The spread is an international success and has a central place on many breakfast tables all over the world. Nearly three generations of Europeans have grown up eating Nutella spread.
Today, Nutella is the number one spread in Europe. Nutella has reached an icon status on many markets worldwide and the product has the second biggest fan page at Facebook. 400 million jars are sold per year in almost 200 countries.
Volume in Q.li (100kilo)
Source: Sell in Data
Source: Nielsen week 5210 – Value MAT DVH excl. HD
Sweet Spreads in Sweden
Unaided Brand awareness
Within Sweet Spreads
Source: GfK brand tracking
Source: GfK brand tracking
The present perception of the product is not the ideal: Nutella is perceived as being a sweet and almost not as foodNutella is mainly consumed at special occasionsNutella is linked to emotions as joy and happiness. Besides, its “sinful” image needs to be controlled (occasional consumption)
Perception of Nutella in the Swedish market
“Like a mouthful of heaven” “
But I shouldn’t…. Or maybe just one more…
Oh, all this guilty feelings….”
Joy of live
in a jar
Brand Supports (Attributes)
Only with Nutella you can spread
Joy of life on bread
Bread combined with sweet spreads is a good solution for ”ficka” or breakfast but sometimes only marmelade is a bit boring. Only with Nutella you can spread ”joy of life” on bread.
All sweet spreads
Parents with children between 5 and 13 years
Insights driving this brief:
Why should the target consumer believe that the brand can deliver on this benefit?
Net net, what impressions about the brand do we want consumers to have after seeing this advertising?
2A. What are the marketing objectives that this advertising must help achieve?
2B. What is the purpose of this thesis?
”Improve” the acceptance of Nutella as a food product and not a Sweet by establishing a alimentary consumption situations (breakfast, ”ficka”)
Source: GFK, 2010
The creative solutions need be in line with the Swedish cultural and behaviors of Swedish
consumers. The feeling of the activities/communication need to have a local touch to be accepted