Symbiosis Institute of Media and Communication, Pune

Marketing Diary On

Ferrero Rocher

-Prof. Chandan Chatterjee

Submitted By:

Prachi Kedia

Roll no : 106

MBA (B)

Batch : 2011-13

Marketing Diary

PRODUCT – FERRERO ROCHER

INTRODUCTION Ferrero Rocher is a

spherical chocolate sweet made by Italian chocolatier Ferrero SpA. Introduced in 1982. The sweets are individually packaged inside a gold-coloured wrapper. Rocher comes from French and means "rock“. In just a few years it became the favourite chocolate treat for millions of people. Today it's the world leader in its category. So, what is the secret of its success? An original recipe, manufactured with the utmost attention, refined packaging and ground-breaking advertising campaigns. Its innovative shape – round but irregular – and its unmistakable golden wrapping give it that elegance that has made it famous and also hint at the unique taste of this speciality: a creamy filling, a crunchy wafer and a delicious hazelnut centre.

PRODUCT MIX

WIDTH Pralines

Snacks

Bakery

DEPTH

Ferrero Rocher Ferrero Garden Mon Cheri Pocket coffee Giotto Raffaelo Ferrero Rodnoir Ferrero

Kusschen

Duplo Ferrero Fiesta Ferrero Tronky

Ferrero Brios Ferrero Yogo

LENGTH

Ferrero Rocher- Size: 3 to 24 packs

PRODUCT HIERARCHY (FERRERO ROCHER)

• NEED FAMILY – SUGAR CRAVING

• PRODUCT FAMILY – SUGAR CONFECTIONARY

• PRODUCT CLASS – CHOCOLATES

• PRODUCT LINE – MILK BASED NUTTY CHOCOLATES

• PRODUCT TYPE – FERRERO

• ITEM – FERRERO ROCHER

PRODUCT LIFE CYCLE (PLC) & INDUSTRY LIFE CYCLE (ILC)

Intoduction Growth Maturity Decline

Sale

s &

Pro

mo

tio

n

INDUSTRY LIFE CYCLE

PRODUCT LIFE CYCLE

CORE BENEFITS/EXPECTED BENEFITS

CORE BENEFIT – SUGAR CRAVINGS AND THE TASTE.

BASIC PRODUCT- CHOCOLATE

EXPECTED PRODUCT- A Whole Hazelnut, Coated In Milk Chocolate, Surrounded By 'Nutella' Filling, And Encased In A Nut Croquette

AUGMENTED PRODUCT – Different Flavours. For Ex: Ferroro Rondnoir, Ferrero Raffaello, Ferrero Garden (Coconut)

POTENTIAL PRODUCT - Ferrero with cake filling in it.

E BA CORE

BENEFIT

BASIC PRODUCT

EXPECTED PRODUCT

AUGMENTED PRODUCT

POTENTIAL PRODUCT

CORE/AUGMENTED VIS-A-VIS PRODUCT/SERVICES

FRESH CHOCOLATE WITH HAZELNUT ENCASED IN A NUT CROQUETTE

Available in big stores, supermarkets, Malls (out of India)

FLAVOURS : Ferroro Rondnoir, Ferrero Raffaello, Ferrero Garden (Coconut,lemon,etc), Ferrero Giotto

NUTRITIONS, RECIPE

NEEDS,WANTS & DEMANDS

NEEDS

HUNGER SUGAR CRAVINGS

WANTS

HAZELNUT CHOCOLATE QUALITY TASTE MILK CHOCOLATE

DEMANDS

FERRERO ROCHER ONLY

BRAND AND BRAND EQUITY • The CEO of Ferrero Rocher Said ““We are interested in getting

to know the Indian market better. India is a country you cannot be absent from.”

• Ferrero has already incorporated a new company called Imsofer Manufacturing India Pvt. Ltd, a wholly-owned subsidiary of Ferrero International. It is registered in Delhi and Haryana.

• The brand is being created by word of mouth.

• Recently, Sahara Group head Subroto Roy sent hundreds of pink boxes containingFerrero Rocher chocolates to friends and relatives to celebrate the first birthday of hisgranddaughter, Saranya. This also created a brand.

Pricing- Industry/Firm/Productline/ Sku Pricing

• The Ferrero Rocher was available in India before but at very selected stores. So the price was a lot higher than its actual value. Pricing was based on the geoghrapical area as the product was imported.

• Then Ferrero Rocher was introduced in India by the company itself and so it was available in India in packs of 3, 16 and 24 at the price of Rs. 45, Rs. 250 and Rs. 500 respectively.

• Ferrero Rocher is available not only in the big stores, supermarkets and malls but also in the kirana stores and tapri’s.

• The price is rising in India as the cost is rising. So the price have been increased by approx Rs. 25.

PRICING STATEGIES AND STAGES

• The Pre-intorduction period of Ferrero Rocher was made available only in high price to targeted group of consumers.

• The company then made the good available to supermarkets, malls, stores entering itself at nominal price.

• The competition never affected the product as it was a niche product and also the target group was fixed.

• The rise of price was due to general rise of price.

• Also the company is advertising and promoting its product on television now.

Integrated Market Research(IMC)

• Ferrero Rocher is not marketed in India

• It was never advertised in India

• The target group was set as to who are the customers are.

• The Market segmentation was a huge medium as the geographical area matters as to where the product will be imported and at what price it will be sold.

• The company never used to go and reach the consumers. The consumers always looked out for it.

• The way of availability was different.

• They have broadened their target by advertising on TV now.

• Also the word of mouth plays an important role in IMC of Ferrero Rocher.

CREATE, COMMUNICATE AND DELIVER VALUE VIS-À-VIS 4P’S

TOOLS CREATE VALUE COMMUNICATE VALUE

DELIVER VALUE

PRODUCT Satisfing the sugar cravings

Packaging- the golden wrapper- image value

Consumption

PRICE Smaller Package- lesser value

PROMOTION Prestigious Image Word Of Mouth

PLACE Easy Availability Convinience- Kirana stores and Tapri’s

Customer Value

= Sum of all benefits -Resource consumed or cost

PRODUCT FERRERO ROCHER

PRICE NOMINAL COST

CUSTOMER TIME

SERVICE AVAILABILITY EFFORT

PERSONNEL PERCEIVED RISK

MINIMAL

IMAGE BRAND

COMPETITION

• DIRECT COMPETITION Nestley Lint Cadbury Hershey Homemade chocolates

• INDIRECT COMPETITION

Chocolate Cakes Chocolate drinks

NOTE: CANNOT MAKE THE COMPETITION MAP FOR THIS GOOD.

PROMOTION

PROMOTION OF FERRERO ROCHER

• The image of Ferrero Rocher chocolates is related to the sophistication, especially by their packaging (boxes or individual present). Their advertisements reinforce the concept a fine product, and sophisticated tradition.

• The film's advertising tag denomi-mined "The Ambassador" has won different view and are available in several countries for 16 years (Portal of Propaganda, 2008). Very similar, the films always show a party scene gala, which are served chocolates Ferrero Rocher stacked on trays.

DISTRIBUTION DECISIONS

SALES MANAGEMENT

•In Ferrero Rocher, Sales Process goes in India in big stores.

•The customer relationship is maintained by the retailers to their cutomers.

•Loyalty and trust are essential values of Ferrero Rocher.

CONSUMER BEHAVIOUR

Consumer Behaviour CULTURE SOCIAL PERSONAL PSYCHOLOGICAL

YOUNG CULTURE SOCIAL FUNCTIONS

PERSONAL ITEM EMOTIONAL- FEELS GOOD TO HAVE FERRERO ROCHER

FERRERO ROCHER- SOCIAL CLASS

GIFTING FERRERO ROCHER

HABIT- TO EAT AFTER FOOD

BELIEF- LOYALTY AND TRUST ON THE PRODUCT

STATUS- RICH LIFESTYLE- OCCASIONALLY

Marketing

GEOGHRAPHIC DEMOGHRAPHIC

PSYCHOGRAPHIC

BEHAVORIAL

MARKET SEGMENTATION

Demographic

• Age :16 – 45 years old

• Sex : unisex

• Marital status : Single and Married

• Ethnicity: all culture

Psychographic

• Lifestyle : student,workers,teenagers

• Lovers

• Ferrero rocher lovers

Geographic

• Region: Urban

• Density : Huge

• Nation : universal

Behavorial • Occasions: Festivals, Social Functions, Valentine’s Day • User status: High Status

Role Of Marketing Management • Instilling a marketing led ethos throughout the business • Researching and reporting on external opportunities • Understanding current and potential customers • Managing the customer journey (customer relationship

management) • Developing the marketing strategy and plan • Management of the marketing mix • Managing agencies • Measuring success • Managing budgets • Ensuring timely delivery • Writing copy • Approving images • Developing guidelines • Making customer focused decisions

Ferrero Rocher Marketing Manager

Oliver S. - Senior Product Manager

Imagine being the "mini-CEO", of a company called with the name of a praline, of a cream to spread on bread, or of a chocolate bar, all of these being not only very famous products but also often market leaders. Imagine that you're the one responsible for all this.

By:

Prachi Kedia-106

MBA : 2011-13