Mini Case Study based on Kotler Keller book (15th Edition). Work assigned by Proffessor Sammer Mathur (IIM Lucknow).

3. Ferrero began expanding in
1956 by setting up a factory
in Germany.
Ferrero slowly began
emerging in French,
Canadian, Asian and then U.S.
markets.
In 1974, Ferrero entered
Australian markets.

4. In 1951 Ferrero was selling and
marketing Supercrema
In 1963, it was modified and
marketed as the popular Nutella.
Ferrero now sells more than 67,000
jars of Nutella a year in Italy alone.

5. Company’s CORE
VALUES
Ferrero through its products
have always promoted balanced diet
and lifestyle.

6. Conducts the
internal testing
Check whether
consumer rate the
product to the
same high
standards of the
company.
Lastly market
testing
before going
national

7. Ferrero entered India in 2004.
India had no
market for
premium
chocolates.
Indian
consumers
were price
sensitive.
Within 10 years
Ferrero
accounted for
27 percent of
the market.
Today it
acquires six
percent of
chocolate
market in India.

10. THE HAZELNUT PROJECT

11. Started by
ferrero in
2013.
A $60 million
project in New
South Wales.
1 million plant
to be grown in
two farms.
Generates
5000 tones of
hazelnut
Full
production by
2021

12. The projects
Generates
employment
and vital
jobs in
Australia
Reconsider
hazelnut as
a cash crop
$170 billion
business to
Australian
government
from
hazelnut.

13. Company’s MARKETING STRATEGY

17. CORPORATE SOCIAL RESPONSIBILITY

18. FERRERO PURCHASES COCOA ONLY
FROM SUPPLIERS WHO GROW AND
PROCESS WITHOUT USING CHILD LABOR.

19. FERRERO PURCHASES PALM OIL
FROM COUNTRIES AND AREA NOT
KNOWN FOR DEFORESTATION.

20. CURRENT PROFITS AND SALES
• Italian confectionery group Ferrero reported a 14
percent rise in 2014 pre-tax profit to 907 million
euros ($979 million) in2015.
• In terms of products Kinder Joy, Nutella, Ferrero
Rocher, Tic Tac and Kinder Surprise achieved
particularly positive performances.
The sales achieved in some European markets
such as the UK, Poland and Germany have been
excellent.