THE STORY

$10.6 BILLION PER YEAR

FERRERO, STARTED AS A SMALL PATISSERIE IN ALBA, ITALY IN 1946 BY THE FERRERO FAMILY. IN 1956 IT SET UP A LARGE PLANT IN GERMANY WHICH WAS SOON FOLLOWED BY EXPANSIONS ALL OVER EUROPE. IN 1963, NUTELLA WAS LAUNCHED WHICH IS BY FAR FERRERO’S HIGHEST SELLING PRODUCT. TODAY FERRERO IS THE 22ND MOST REPUTABLE COMPANY IN THE WORLD AND HAS RECENTLY ACQUIRED THORN TONS AND OLTAN.

A WORLDWIDE SUCCESS

18 FACTORIES WORLDWIDE

25,000 EMPLOYEES18.9% MARKET SHARE

CORE VALUES

LOYALTY AND TRUST

RESPECT AND RESPONSIBILITY

INTEGRITY AND SOBRIETY

PASSION FOR RESEARCH AND INNOVATION

ENTREPRENEURSHIP

WORK, CREATE, DONATE

MARKETING MIX

PRODUCT

PRICE

PROMOTION

PLACE

COMPETITION

Q.) EVALUATE FERRERO AUSTRALIA’S DECISION TO INVEST IN THE HAZELNUT FARM. WHAT ARE THE KEY REASONS FOR DOING THIS?

Australia, is an emerging market where people have the capacity to buy chocolates at a premium rate. Thus, before entering into Asia-Pacific Ferrero experimented in Australia. The decision to invest in Hazelnut Farms in Australia is good one, which is going to benefit Ferrero in later stages. Some of the Key Reasons for doing this are :-

•Australia, is one of the emerging markets . •The investment will boost the state’s economy •The investment will provide employment •It also encourages the other farms to grow hazelnut. •Ferrero builds on it’s quality supply of hazelnuts. •Local supply of hazelnuts will reduce other manufacturing

related costs.

Q.) HOW CAN FERRERO USE NEW TECHNOLOGY TO MARKET IT’S PRODUCTS BETTER?

•Ferrero can create brand awareness and build long-term relationships among their existing customer.

•Social Media and Web or Mobile based tools could be used for sharing and discussing information.

•Blogs could be built. •Ferrero should focus on Mobile Marketing. •Ferrero can add QR codes to it’s Advertisements and websites.

SUMMARY

DISCLAIMER

This Presentation is Created by Shantanu Garg from SRM Kattankulathur during a Marketing Internship under Prof. Sameer Mathur from IIM Lucknow.