Scribd
Upload
13K views13 pages

Ferrero Rocher: A Marketing Study Presentation

The global chocolate market was estimated at $6.95 billion in 2007. The market has grown due to wider availability of premium chocolate, new product introductions, consumer interest in dark chocolate's health benefits, and demand for organic and fair trade chocolate. Major competitors in the chocolate market include Nestle, Cadbury, Hershey, and Ferrero. Ferrero Rocher positions itself as offering high quality and status. The document provides recommendations for Ferrero such as sponsoring local events, differentiating prices, localized advertising, and responding to festive seasons.

Uploaded by

Umar Iyoob
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX or read online on Scribd
13K views13 pages

Ferrero Rocher: A Marketing Study Presentation

The global chocolate market was estimated at $6.95 billion in 2007. The market has grown due to wider availability of premium chocolate, new product introductions, consumer interest in dark chocolate's health benefits, and demand for organic and fair trade chocolate. Major competitors in the chocolate market include Nestle, Cadbury, Hershey, and Ferrero. Ferrero Rocher positions itself as offering high quality and status. The document provides recommendations for Ferrero such as sponsoring local events, differentiating prices, localized advertising, and responding to festive seasons.

Uploaded by

Umar Iyoob
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX or read online on Scribd
You are on page 1/ 13

FERRERO ROCHER

Chocolate Market
 In 2007 the global market for chocolate was estimated at US$6.95
billion
 The reasons behind the growth of sales and consumer awareness :
 Wider availability of premium chocolate at the retail level.
 High levels of new product activity.
 Consumers becoming attracted to dark chocolate on account of
its health benefit.
 Ethical concerns have increased demand for organic and Fair-
trade chocolate.
(MarketResearch. (2001, February 1). The Chocolate Market. Retrieved March 16, 2009 from
http://www.marketresearch.com/product/display.asp?productid=186930&g=1)
Competitors

 Nestle

 Cadbury

 Hershey

 Ferrero Spa
Levels of a Product

 Core Product

 Actual Product

 Augmented Product
Levels of a Product

Sweet and
Tasty
Confectionary
Branding Packaging & Labelling
Segmentation
 Geographic

 Demographic

 Psychographic

 Behavorial
Targeting
 Evaluating Segments

 Target Market

 Concentrated Marketing
POSITIONING
High perceived quality and status

Ferrero
Rocher
Limited service Extensive
personalised
Less personal
service

Low perceived quality and status 9


The degree to which the FERRERO meets its needs
and wants
 Quality  Promotion
 Taste  Pricing Strategy
 Availability
 product range
 range of sizes
 Logistics and
distribution
Recommendations

• Sponsoring local events.


• Increase the prices and improve the profits
• Localize the adverts and promotions
• Customer feedback and marketing research
• Use price differentiation
• More response to the festive seasons in the
Asian market
References
 MarketResearch. (2001, February 1). The Chocolate Market. Retrieved March 16, 2009 from
http://www.marketresearch.com/product/display.asp?productid=186930&g=1)
 
 Researchandmarket. (2008, November). Global Market Review of Premium Chocolate Forecasts
to 2011. Retrieved March 15, 2009 from http://www.researchandmarkets.com/reportinfo.asp?
report_id=661952&t=e&cat_id=

 Cadbury. Company Overview. Retrieved March 11, 2009 from


http://www.cadbury.com/ourcompany/ouroverview/Pages/ourcompany.aspx

 Ferraro. Business. Retrieved March 1, 2009 from http://www.ferrero.com/eng/index.html

 Heryshey’s (2008, June 11). Newsroom. Retrieved March 13, 2009 from
http://www.thehersheycompany.com/about/

 Mars. The five principles. Retrieved March 30, 2009 from


http://www.mars.com/global/Who+We+Are/The+5+Principles.htm

 Nestle. All about Nestle. Retrieved March 19, 2009 from


http://www.nestle.com/AllAbout/AllAboutNestle.htm

You might also like