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Analysis of marketing of the product of Nutella

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documents in English
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case study
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7 pages
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  1. Introduction
  2. Market segmentation
  3. Target
  4. Positioning
  5. Competition
  6. Product
  7. Packaging
  8. Range
  9. Brand
  10. Distribution
  11. Price
  12. Conclusion

Nutella dominates the market for chocolate spreads. It is mainly used for breakfast, snacks and sandwiches, but it may also be used in some desserts (fruit, pancakes.

Despite a saturated market, it represents 89% of the total sales. In France it sells nearly 88 million tubs annually.Its main competitors are retailers and low price brands.

This may be a customary or exceptional purchase, and the purchase price is not an obstacle. Nutella is the most expensive product on the market for spreads, and yet this is not a deterrent to buyers. Customers buy Nutella for its renowned taste. A client used to the Nutella brand will not change, and will not experiment with the competitor's products. Customers are thus loyal to the brand. There are different occasions of the customer's consumption, and the distribution is very broad.

A household using Nutella makes two purchases at least once a year, and 88 million cans are consumed annually in France. There is no specific target for Nutella. One may think that only young people use this spread, but this is not true. There is no distinction among consumers of Nutella, and all populations are affected. Of course, the consumption among people from 10 to 25 years is higher, because that is what they eat primarily at breakfast and lunch. Thus this is the core target of the product. The parents of these 10 to 25 year olds, are long standing consumers, and have transferred their love for the product to their children. Nutella is present worldwide, and can be eaten alone or with family.

[...] Product Performance The product plays on the qualities of "pleasure" and "nutrition". It wants to be known as a product that contributes to the growth and vitality of consumers. Nutella has the desire to create a unique and quality product. This spread has the real taste of hazelnuts, which gives it an advantage over its competitors. But this is not a trivial matter. Indeed Nutella has a monopoly of buying a variety of nuts. Competitors must use the "remaining" nuts which are of lower quality, and therefore have a less distinct taste. [...]


[...] Brand Ferrero includes brands like: Nutella, Kinder, Ferrero Rocher, Tic Tac, Mon Cheri, Raffaello, Duplo The Nutella brand includes products such as: Nutella and Nutella Snack and Drink Brand Today the Ferrero Group is in 4th place worldwide, in the sector of "chocolate - confectionery" in Europe, with a leading position in Germany, Italy and France. The group's primary objective is to maintain a level of excellent quality and have the ability to meet consumer tastes, whatever their nationality and their age. [...]

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