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Ferrero Rocher

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by

Jessica Harvey

on 8 May 2014

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Transcript of Ferrero Rocher

Jessica Harvey
Clare Kyomugisha
Richard Alvarez
Omar Masri
Ferrero Rocher
Team Chocolate`
Company History and Background
The Industry
The Brand
Market Research
Target/Segment Markets
Situational Analysis
Recommendations
Presentation Overview
HISTORY
3 Generations
Giovanni Ferrero (CEO)
International Brand(s)
73 consolidated companies
20 production plants
HISTORY
HISTORY
HISTORY
HISTORY/BACKGROUND
Ferrero Recognitions
Situational Analysis
SWOT
Porter's Five Forces
Problem-Oriented Decisions
S.W.O.T.
Porter's Five Forces
Examples
2007 ads versus 2011 ads
Both costing 10 million
Marketing Issues
No connection with target
Brand Awareness
Advertising
The Brand
Internationally recognized
High-end brand
Gift worthy products
Target Market
Hispanics
Asians
Other
18-54
Spanish speaking household
New Segments
Health-conscious
Allergic to nuts/preference
Nutella consumers
Nutella Co-Branding
Reasoning
Pietro Ferrero Sr.
Italy, Alba (1946)
Privately owned

Tic Tac
1969
Refreshing Mints
Ferrero Rocher
1969
NY - NJ
Nutella
1983
50th Anniversary
19,048,017 Facebook likes (Global)
No Twitter Account
$10,593,200 Billion (8.1 Billion Euros)
1,089,537 Likes (U.S.A)
What Makes it So Special?
Quality Ingredients
Ferrero Engineering
Strict harvesting policies
Packaging
Inside a Rocher
Socially responsible
Ferrero Petit
Milk Chocolate Bar (3.29 oz)
Sold for 99 cents
Fine Chocolate
No nuts
Future Products
New Entrants
Rivalry among its competitors
Buy-outs to go public
Threat of substitutes

Dark chocolate bar

Fruit infused dark chocolate
Recommendations
Co-branding with Nutella
New chocolate options
Brand Ambassador
Incorporate Social Media

The US Chocolate Industry
*Ferrero US Market Share: 1.1%
Source: Baruch College
Breakdown of US Chocolate Bar Sales
Current Buyers
Our Observation Findings
Our Research Findings
Index
Demographics
Our Survey Results
18% don't like nuts in their chocolate
Ferrero is missing out on this demographic
US Chocolate Sales
Full transcript