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Nutella VS NOCCIOLATA
120
Nocciolata vs Nutella
Bastien, Eva
Products presentation
NUTELLA
VS
NOCCIOLATA
PRODUCTS PRESENTATION
NUTELLA
Country
Current owner
Creation
Logo
Market
Ferrero Group
April 20, 1964
Confectionery
Slogan
Nutella wakes up our enthusiasm.
Nutella composition
NOCCIOLATA
Current owner
MARK
Country
Creation
Market
Bio confectionery
Italian company Rigoni di Asiago
2008 on the Italian market, and in 2009 on the French market
PRODUCTS
Nocciolata composition
cane sugar
nuts (16%)
sunflower oil.
Skimmed milk powder
cocoa (6.5%)
cocoa butter
sunflower lecithin
Madagascar vanilla extract
Nutella vs Nocciolata
Nutella
Leader on market
VS.
Nocciolata
Challenger on market
82 % market share
18 % market share
Innovative, taste, confidence, natural, notoriety, bio, gourmet, quality / Price
Little communicaion cost because strong notoriety
Bio product
Children
Adults, children
Marketing strategy
Marketing strategy
SWOT analysis
Strengths
NUTELLA
Nocciolata
- will to remain faithful toits consumers with its inemitable taste and unique recipe
-Price can not rise
-high brand image
-Important advertissing investment
Strengths
BIO product
Good brand image
BIO label
WEAKNESSES
Nocciolata
NUTELLA
high price compared to Nutella
lack of means of communication
WEAKNESSES
little known brand
- Low development of derivatives
- Image of a product that is too fat
- use of palm oil
- Exhaustion of hazelnut resources
- Quality nightritive criticized
- Ensures consumers the chimical composition of their products
THREATS
Nocciolata
NUTELLA
Very strong competition (Nutella)
Higher prices than the competition
THREATS
- Emergence of organic pasta
- Competition from the cheapest MDDs
- Campaigns against obesity
- Reduced of purchasing power
Opportunities
NUTELLA
Nocciolata
- Ecological Impact
Opportunities
Concerned about ecology and sustainable development
Global market
BIO dessert market
Development target vegan
Positioning
Qualities
Positioning
Image of product
Target
NUTELLA
Nocciolata
Target
The primary target of Nutella is of course children. In addition, the positioning of the brand makes it a product accessible to all
- Adults with easy income
- Adults ready to buy bio
- Parents concerned about the health of their children
-vegan
Commercial marketing
PRICE
PRICE
Nocciolata
NUTELLA
7. 00€
spread Nocciolata 700g
Spread Nocciolata 270g
2.72€
PLACE
PLACE
Nocciolata
NUTELLA
organic shop
large distribution
PROMOTION
PROMOTION
NUTELLA
Nocciolata
attractive photos on social networks
- freedom in seting the price because superior product in terms of taste