Derenco AnastasiaStratila VictoriaAntoci Vladlena

Guleac AlinaGr.3

Background

1946Ferrero’s

fundation and invention of the Pasta Gianduja (future Nutella)

by Pietro Ferrero

1964Nutella is launched

1968The kinder Division is

formed

1974Kinder

Surprise is launched

1990The Fresh Kinder line (Pingui, milk-

slice, chocofresh…)

The Products

* Kinder Chocolate *Kinder Country *Kinder Pingui *Kinder Surprise* Kinder Bueno *Kinder Delice *Kinder Maxi *Kinder Milk-Slice

What is Kinder Surprise?• Egg shaped Chocolate• Brown Milk Chocolate on the outside• White Milk Chocolate on the inside • Originated in Italy by a company

named Ferrero• Ferrero also make Ferrero Rocher,

Raffaello, Nutella est.• Original name was Kinder Sorpresa

but changed to Kinder Chocolate when subsidised in Germany, then finally Kinder Surprise in 1974

Products and Targets

• Kids: Chocolate, Surprise, Joy, Country, Delice, Pingui, Tranche au lait, Choco-Fresh and Maxi King

• Adults: Bueno and Maxi

• Families: Schoko-Bons, chocolate advent calendars, Christmas eggs and other products for special events

Product Placement

There will be no intentional placement of Ferrero products for the purpose of promoting their sale in any television program, or movies primarily directed to media audiences with a majority of children under 12, unless those products are consistent with their healthy dietary choices.

Product PromotionKinder has a very interesting product promotion policy which consists from a lot of restrictions, such as:-non advertising for children with age under 12 (with some exceptions mentioned above)-non-using famous personalities in their ads-non-advertising in schools-non-use of premium offers

The Customers

Kinder Chocolate, Krow Communications and O.Jeffers, 2012

The Current PositionGlobal presence of Ferrero on the French market:• Leadership in the chocolate

treats and spread cream market

• Weak presence on the biscuits and fresh products market

The Image

• An unique taste• A popular treat• Fun, in with your kids or other people

• Unhealthy• Bad for the environment

Business Strategy

The Mission

• High quality• Product freshness• Finest raw materials• Respect and consideration for the customersBut also:• Caring about hygiene, environment and social issues• Caring about the communities and countries where the

company is present (think global, act local)

The Company’s Values

• Loyalty and trust• Respect and responsibility• Integrity and sobriety• Passion for research and innovation• Work, creativity, donations

Our New Idea

The ConceptKinder Moment, a low calorie and gluten-free chocolate bar.The Kinder quality and taste in a healthy snack

Our Analysis• Moms need their Kinder too !• A snack enjoyable without any diet damage, guilt-free• The kinder quality and a healthy snack

Marketing Analysis

The Competition

• Kellog’s (leader, 15% of the cereales market share, Special K)• Nestlé (the n°2, Fitness bars)• Specialized brands: Gerblé, Gerlinéa… • Retailers’brands

SWOT AnalysisStrength

Historic brand, popular, trusted

brand, good quality

ingredients, never copied,

good communication

and affective link

WeaknessesUnhealthy image,

never been present on the

low calorie market, already

present competitors

OpportunitiesGrowing concern

about eating habits and

health, growing market,

innovation, target mothers

ThreatsCompetition and

well-known brands

(Kellogg’s), new advertising campaigns

(costs)

Marketing Diagnosis

The Issue and The Solution

The problem:Kinder is not a brand associated with healthy benefits in the consumer’s mind, quite the contrary, actually.

The solution:The consumers already trust the quality and the unique taste of Kinder’s products but now, the brand must insist on the nutritional efforts they are doing with the new biscuit.

Perceived ValueOnly Kinder Moment can offer you the pleasure of a Kinder with no consequence.

Communication Diagnostic

The Obstacle to Communication• Consumers don’t associate Kinder with healthy products• Concern about the taste (gluten-free, low-calories and tasty?)• The healthy snacks market is already well occupied• Kinder will need purchasing advisors

Communication

Communication ObjectivesThe communication is built around:

Kinder innovates for the better

The nutritionnal benefit

The Product ImageGraphic Code:• Easily linkable to Kinder (same colors and typography)Sound code:• Calming (a relaxing moment, naturalness of the ingredients)Brand’s personality:• Individually wrapped product (easy to transport and eat)• Unique taste, pleasure• Nutritional benefit, innovation• A shared moment

Communication: The TargetsWomen• Active and busy• Fond of Kinder or liking treats• But caring about their health

Communication: ATL Marketing

Kinder France, known for spending a lot on advertising (+30% for Kinder Bueno to help the product arise).So around €500 000…Find the consumers where they are:• Social networks• Dedicated website• Classic ad channels (TV, posters,

billboards, magazines…)

Communication: BTL Marketing

Find the consumers out of the shelves:• Sampling in stores (visibility, speech about the recipe)• Actions in public places (subway, press booth…)• Sponsoring of sport events (around €200 000)

Conclusions