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Analysis of marketing strategies for Ferrero (2010)

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The consumption of chocolate by the French is about 403,000tons of chocolate (16% of European market) annually and it was ranked third in Europe behind Germany and the UK. Consumption of chocolate:
- 40,000 tons of chocolate consumed during the holidays
- Industry: 90% of the market
- Artisans: 10% of the market

Purchasing power
Share purchases of sugar products in the French household budget: close to the European average. The French spend 0.7% of their budget on chocolate and confectionery, slightly less than the United Kingdom and Germany (0.8%) but slightly higher than the average for the EU-25.

Within the EU15, the per capita chocolate purchases are very different in different countries. Those of France 6.8 kg per capita are higher than the Netherlands (4.4 kg). But they are below the EU average (7.0 kg) with those of the United Kingdom (9.2 kg) and Germany (10.5 kg).

Comparison of budgets:
Increase share of sweet (specifically on confectionery chocolate) in the budget (1.0% in 1994 to 1.1% in 2008), though reduced share of food (15.7% in 1994 to 14, 3% in 2008). From 1994 to 2008: chocolate shop had increased sales from 5.4 to 7.3 kilograms per capita.

Types of purchase:
Dark Chocolate Bars: more favors than milk chocolate, white chocolate (marginal. Purchase of cocoa have doubled. Habits and purchasing behavior: Decline in the production of pastries home. Loyal consumers adapt more to the segmentation of its moments of consumption: breakfast, "hungry" for 11 hours, lunch, snacks instead of lunch or break 16 hours, the children enjoy and dinner.

Strong seasonality in the consumption of confectionery chocolate is observed during the holidays (higher consumption in the evening (55%), afternoon (33%), and noon (4%) and in the morning from a minimum). These products are consumed 85% at home. Changing consumption patterns. Appearance of a large place for nibbling.

The consumer price of chocolate products continued to grow in a context of weak gains in purchasing power for households. Less risk-taking related to health and nutrition. Market incentives: The demand for chocolate products is characterized by a low elasticity of demand to price. marketing approach: Market for chocolate and confectionery competitive (107 companies), closed and fragmented. Pralines oligopolistic market closed and concentrated.

The total turnover of the chocolate industry
was 2.3 billion euros in France in 2008.
Half of the companies have a turnover of less than 3.05 million € = small and medium enterprises.
The top 10 companies (in terms of sales) generated 90% of total revenues in the sector. Confectionery market chocolate in France is 680 million euros per year

Market pulse:
Chocolate confectionery 40% (33% industrial pastry, biscuit breakfast already 25%, 24% cereal bars etc.). Type of supply: Development blocked, rocks and stones since 2000. Even faster increase of sugar confectionery, pastry and fruit jellyproducts (+2.8% per year at constant prices) and the Chocolate Factory (1.8% per year). The increase in cocoa powder and sweet spreads reflects the growing popularity of chocolate for breakfast.

Tags : Chocolate Factory, Market incentives, Purchasing power


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