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Brand Audit:

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by

Alexandre Halary

on 1 May 2014

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Transcript of Brand Audit:

Brand audit
N
utella

Brand Audit:
N
utella

B
ackground & context
History
Competition

B
rand inventory
Targeting
Positioning
4P analysis

B
rand Exploratory

B
rand Image

C
onclusion
Brand Identity VS Brand Image
B
rand Inventory
T
argeting & Positioning
B
rand awareness
B
rand associations
4
P Analysis
B
rand identity
Physique
Personality
Culture
Relationship
Reflection
Self-image
B
rand exploratory
Brand identity
Brand image

A
ssociation map
B
rand image

Brand awareness
&
brand associations

Physique
Personality
Culture
Relationship
Self-image
Prism

B
rand image
C
ulture
P
hysique
P
rism
T
argeting
Children
Mothers
Young working adults
Broad appeal
P
ositionning
Points of difference:
High-end
Unique taste
Pioneer
Points of parity:
Chocolate spread
P
ositionning matrix
Nutella To Go Products
Nutella Snack & Drink
Nutella & Go!

Nutella Jars
Different sizes:
400 g
750 g
200 g
220 g
250 g
500 g
850 g
880 g
1000 g
1500 g
2000 g
15 g

P
roduct

Average market price Nutella jar (400 g) Europe: approx. 2.43 € (3.70 $)

Average market price Nutella jar (400 g) USA: approx. 3.48 $

40 % price differential compared to competitor‘s products
higher price segment

Customers are willing to pay more for Nutella

Differences of packaging material and special sizes for holidays
price variations


P
rice

Distributed in most of the European countries, the United States, Canada, Mexico, Japan, China, the Philippines, Australia, South Africa and several countries in Latin America

Distribution channels: hypermarkets, supermarkets and convenience stores
=> reaches broad customer base

Nutella boutiques => "Nutelleria"

P
lace


TV commercials
Radio spots
Internet presence
Print
Direct marketing
Fairs


Differ worldwide

e.g.
US: “Nutella ... Breakfast never tasted this good!”

UK: “Wake up to Nutella.”



Testimonials:
rising stars of the sports industry

Sponsorship:
Italian, French, German and Austrian national soccer team

Imagery:
families, children, sunlight, happiness, vitality, breakfast


Glass jars in Europe, plastic jars in the US

Same logo worldwide

Same design worldwide


Attract new customers

Strengthen loyalty of existing customer base

Maintain good brand image

Focus on product quality and the delivery of energy

P
romotion

The glass jar

The hazelnuts

The smooth and creamy spread
P
ersonality
If Nutella was a person?
A chocolate lady
A big fluffy toy
A mother
A genie
Santa Claus
Balanced diet
Nutritional benefits
Shared
Children
Greedy indulgence
Calories
Often eaten alone
Everyone
B
ackgroung & context
Communication objectives
Packaging
Slogan
Media channel
Style of promotional activities
Identity prism from the consumer's POV
Resonance Pyramid
C
ommunication objectives:
P
ackaging
S
logan
S
tyle of promotional activities
M
edia channels
T
hank you for your attention
H
istory
1940s
: discovery of Pasta Gianduja
1946
: company founded by Pietro Ferrero in Italy
1951
: today's recipe was discovered
1964
: name change to Nutella
1960s
: start of global expansion
1983
: expansion to North America
1997
: Pietro Ferrero Jr and Giovanni Ferrero lead the company
2011
: Pietro dies in accident
M
arket situation
Dominating position in Germany and France
81% market share by revenues and 60% market share by volume
Market penetration of 36%, repeat rate of 70%

In Germany
Equivalent situations in France and other Western European countries
M
ajor competitors
In Germany, Nusspli by Zentis is the largest competitor with 20% market share by volume
Nudossi, an Eastern German product
Several private labels of supermarkets and discounters
Largest French competitors are hard discounters
P
rism
Full transcript