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NUTS-FOR-NUTELLA

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by

Bebe K.

on 30 April 2014

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Transcript of NUTS-FOR-NUTELLA

N
UTS
-
F
OR
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N
UTELLA

Brand Mantra
Brand Identity
Brand Image
L
ecturer:
M
r.

G
ibas

Customer Value
strategies issues
P
resented

B
y
J
azmine

G
aldos
A
beer

K
harrousheh
I
tzel

T
rujillo

Introduction
Now
Issue
: Increase market performance/sales
How
: Increase sale volumes
How
: Expand brand portfolio of Nutella
Mission
Business objectives
Improve market share of Ferrero Group by 2016
Business Issue
COMMUNICATION ISSUES
Create new campaign to promote new product
Ensure loyalty after new competitors enter market
SITUATION ANALYSIS
External
Trends in marketplace:
Buy smaller packages
Growing trends in sugar confectionery
Healthier food
Rising competition
Specially from Godiva & Guylian
Hershey spread
SITUATION ANALYSIS
Internal
We are in the business of Confectionery packaged food
We sell
MARKET
message
products
Happy Traditional Hazelnut Spread
To create unique & euphoric ice cream flavors while making a positive impact along the way

We make the original hazelnut spread making breakfast more enjoyable.
Quality
Flavour
Italian Tradition
Social Caring
Quality
Flavor Diversity
Freedom of expression
Provide a perfect compliment for breakfast
A high quality ice cream with a made at home feeling & entertaining personality
High quality crafted precision, product freshness, careful selection of the fines raw materials, respect and care for our consumers.
The new product can enhance Nutella’s customer base and reach out customer who love B&J
We want to expand the brand portfolio, we will do it first by the most popular dessert which is ice cream
The new product will help Nutella reach more customers & therefore more profit
THE BOX MODEL
TARGET AUDIENCE
WHAT BUSINESS ARE WE IN?
COMPETITION
PRICE
N
utella
TOTAL MARKET = 57,436,131
DMU VS. END-USER
p.o.p
POD
usp

"[This is the] only one with hazelnut flavour"
"Nothing compares to this one's hazelnut/chocolate combo"
A
CTION
Free Cone day
Sports Events
Carnivals
Concerts
Amusement Parks
N
utella
-T
our
features & Specification
functions
media
Message
In the past
Nutella Accounts for most of the revenue by Ferrero, with great difference with the rest of brands
In 2012
Slow growth due to weaker performance in some European core markets.
Strong in emerging markets like China
How to increase the market share and add personality to our products creating a new flavor well liked by the customers.
Develop new products by co-branding with Ben & Jerry
To continue diversifying the ice cream flavors and adding eccentric sides to the personality of the company
To achieve a broader market reach with the help of a partnership with Ferrero in the coming years.
Based in the partnership with Ferrero, it is considered that as two strong brands will create a strong product that will eventually lead to a strong image and revenues.
To create & provide top quality ice cream to the customers & delivering a sense of belonging with the company. This while keeping social responsibilities to the best expression & taking care of our human resources.
Focused mainly on increasing the brand awareness on new markets through marketing platforms.
Nutella and Ben & Jerry's co-branding will introduce a new flavor Ice Cream that is high in demand
1.31%
1.08%
0.85%
0.82%
0.70%
0.55%
America's Favorite Brands
N
UTELLA
N
UTELLA
N
UTELLA
N
UTELLA
N
UTELLA
N
UTELLA
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UTELLA
N
UTELLA
N
UTELLA
N
UTELLA
&

The Main Target Market will be:
Children over 4 years & families
College students
General middle age population
N
UTS
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F
OR
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N
UTELLA
A product of quality & has its own creative & cheerful personality
"SPREAD THE HAPPY"

Price range
New flavor
Similar serving pint
Gift card availability
A
WARENESS
By creating colorful & fun packaging
A unique name to give it its own unique identity & quality
I
NTEREST
The applications for Nutella is not just limited for Breakfast but has also a range of possibilities.
N
uts
-F
or
-N
utella

is a product customers usually make at home but now available within reach
AIDA
D
ESIRE
Product name and presentation along with the creative pint
Mothers can provide it as a treat for obedient children or at parties
Women's gatherings while enjoying a pint
50 different flavors with innovative names & packaging designs.
They are recognized by their high quality & because the company has a strong social responsible image.
Ben & Jerry’s & Nutella currently top social media against their competition.
The elements of the media represent the main qualities of the product & its packaging.
The Taste / Flavor
N
UTELLA


"Just didn’t compare with the creaminess of Nutella, & the heavy cocoa taste was a turn off"


"Oily texture & sugary sweetness screamed fake to us. (…) hazelnuts were listed on the label after sugar & vegetable oils"

A quality ice cream that is funky & funny, with its own personality that accompanies the customer & is environment friendly.


A high quality ice cream that meets the most strict tastes & delivers a delicate & unique flavor & is consistence

An ice cream or cake made to fit your tastes & any special occasion, from home to home.

A high quality ice cream that one can make oneself and a variety of products to fit all needs and wants.
t
hank
y
ou
N
UTELLA
Issue:
by adding to the ice cream market, Nutella will increase positive market perceptions and revenues
How:
by broadening the product line there will be new sales and brand portfolio will increase
Differentiation:
this will be developed by the individual characteristics of each ice cream of Ben & Jerry’s and Nutella’s unique flavor.

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UTS
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F
OR
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UTELLA
"N
UTELLA
ALL DAY EVERY DAY
"
Sell 40% of the country’s dark chocolate
Control 43% of chocolate confectionary sales
Has 10% of chocolate market in China
“Snack enhancer”
Has already 20% of the market
Chocolate Hazelnut spread & Mocha cappuccino Hazelnut spread
Very close to Nutella flavour
Organic version
Sold in specialized stores & Amazon
N
UTS
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F
OR
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N
UTELLA
T
EAM
Full transcript