School assignment : present a brand then create a new product and the correspondig communication plan. Academic discipline : Communication schedule School : INSEEC Paris (France) - 2013

1. M1 communication - June 2013
Communication Schedule

2. Background
Ferrero, a family history born in Alba (Italy).
1946
Ferrero’s
fundation and
invention of the
Pasta Gianduja
(future Nutella)
by Pietro Ferrero
1964
Nutella is
launched
1968
The kinder
Division is
formed
1974
Kinder
Surprise is
launched
1990
The Fresh Kinder
line (Pingui, milk-
slice, chocofresh…)

3. The Products
in France

4. The Customers
Kinder Chocolate, Krow Communications and O.Jeffers, 2012

5. 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

6. The Current Position
Global 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

7. The Image
• Indulgence, a daily break
• A popular treat
• Fun, complicity with your kids or other people
• An unique taste
• Unhealthy
• Bad for the environment
• Secretive

8. Business Strategy

9. The Mission
Ferrero’s key words:
• High quality
• Product freshness
• Finest raw materials
• Respect and consideration for the customers
But also:
• Caring about hygiene, environment and social issues
• Caring about the communities and countries where the
company is present (think global, act local)

10. The Company’s Values
• Loyalty and trust
• Respect and responsibility
• Integrity and sobriety
• Passion for research and innovation
• Work, create, donate

11. The Mission Statement
For the Kinder Kids range : « Make your kids happy by treating
them with the trustworthy chocolate they love ! »
For the other Kinders : « Eat a Kinder and share a moment of
happiness. An indulgent taste for your daily pleasure. »
Pleasure is essential for your fulfillment

12. Our New Idea

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

14. Our Analysis
• Moms need their Kinder too !
• Find the solution to sudden cravings, a quick boost or just a
sweet break
• A snack enjoyable without any diet damage, guilt-free
• The kinder quality and a healthy snack

15. Our Mission Statement
Kinder Moment, the chocolate bar you can freely enjoy.
Savour the lightness and the softness of a tasteful chocolate
biscuit with a delicate and delicious layer of milk inside.
Each bar is only 100 calories and gluten-free ! Indulge yourself !

16. Marketing Analysis

17. 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

18. SWOT Analysis
Strength
Historic
brand, popular, trusted
brand, good quality
ingredients, never
copied, good
communication and
affective link
Weaknesses
Unhealthy image, never
been present on the low
calorie market, already
present competitors
Opportunities
Growing concern about
eating habits and
health, growing
market, innovation, targ
et mothers
Threats
Competition and well-
known brands
(Kellogg’s), new
advertising campaigns
(costs)

19. Current Trends
• Only 17% of French adults compose their own breakfast
• At least + 2,5% of growth expected for the biscuits markets
• Nutritional aspects (less sugar or gluten-free) and health
• Natural products
• Pleasure is a key element

20. Marketing Diagnosis

21. 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.

22. Perceived Value and USP
Only Kinder Moment can offer you the pleasure of a Kinder with
no consequence.

23. Communication
Diagnostic

24. Our Proposition
Our single-minded proposition:
• Kinder Moment, the pleasure of taking care of yourself!
• It’s good inside and it shows outside

25. 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

26. Communication

27. Communication Objectives
The communication is built around:
Kinder innovates for the better
The
nutritionnal
benefit
For the active
women
A enjoyable
snack
Kinder, a
responsible
and attentive
brand

28. The Product Image
Graphic 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

29. Communication: The Targets
Women
• Active and busy
• Fond of Kinder or liking treats
• But caring about their health

30. Communication: The Targets
The communication and ad campaign must be based on the
target’s experience:
• Actual, modern
• Daily life and environment
• Time of use (when does the need for a snack occur ?)
• Characters to whom the consumers can relate to

31. 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, magazin
es…)

32. 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)