Case study

2. History
50% Cocoa 50% Hazelnut Confection
Started in 1946
Small Patisserie in Alba, Italy
Owned by Ferrero Family

3. Transition of Products
Pasta gianduja Supercrema Nutella

4. Range of products available now….

5. Current Scenario
25,000
employ
ees
18.9%
Market
Share
$10.6
Billion
per
Year
18
Factori
es
World
wide
Ranked 22nd “Most Reputable Company in the World” by The
Reputation Institute’s 2014 Survey.

6. Mission
To delight customers with unique products of the highest quality and integrity and contributing
to the well being of the employers , customers and the company.
Company strives to understand market
preferences and accordingly modify product thus
working on the principle of collecting
information and then forecasting demand.

7. Brand Values
Quality Freshness Innovation
Loyalty
and Trust
Promote
balanced
diet and
good
lifestyle

8. Testing Technique
Conduct
Internal
Testing
Check
Consumer
rate
Market
Testing
Launched at
National level

9. Ferrero in India
2004 : Entered India
2007 : Ferrero Rocher launched
2009 : Tic Tac and Kinder joy
2011 : First Factory established
Ferro – a premium brand covers 6% of price sensitive Indian
Chocolate Market.

10. Hazelnut Project – A Unique
Marketing Insight
Started
in 2013
A $60
million
project
in South
Wales
1 million
plants to
be
grown in
2 farms
Generat
e 5000
tones of
Hazelnut
Full
producti
on by
2021

11. A
The Project
generates
employment and
vital jobs in
Australia.
Hazelnut
considered as cash
crop.
$170 billion
business to
Australian
Government.

12. Marketing Strategy
Use of marketing Insights to promote Sales.

13. Take over of Turkish Hazelnut Procurement , processing and
marketing firm OLTAN.
Boosted the sales Worldwide.

14. Competitors

15. Customer’s Classify as……

16. Social Responsibility and Community Programs

18. Q.Evaluate Ferrero Australia’s Decision to invest in the
Hazelnut Farm. What are the key reasons for doing this?
Australia is a great market for premium chocolates. It is quite
a good decision of Ferrero to invest in Hazelnut production
as
• Local supply of Hazelnuts will decrease manufacturing
costs
• Employment to Farmers
• Boost state economy.
Case Study Questions

19. Q.How can Ferrero use new Technology to market its product better?
• Create Brand Awareness
• Build long term relationship with existing customer
• Use Social Media
• Use of Blogs
• Provide QR code vouchers.

20. Summary
• History
• Current Scenario
• Mission
• Brand Values
• Hazelnut Project
• Marketing Strategy
• Competitors
• Social Responsibility and Community Programs
• Questions

21. Disclaimer
This presentation is created by Vaishnavi Naik , VNIT Nagpur during a Marketing Internship
by Prof. Sameer Mathur , IIM Lucknow.