The Chocolate & quality Confectionaries Company has been introduced in 1982 in Europe.

1. Marketing Strategy of
Ferrero Rocher

2. Ferrero Rocher
 The Chocolate & quality Confectionaries Company has been introduced in 1982 in Europe.
 The Italian Chocolatier is known for offering Chocolate & Hazelnut confectionary product in more
than 55 countries globally.
 Its unique golden packaging along with the gift box in different SKU’s (stock keeping units) has
helped it become popular across the world.
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3. Tagline-“The Golden Experience
Mission- “To create unique
products, developing innovative
research and production processes
as well as using our own
technologies”
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4. Segmentation, targeting, positioning
 Ferrero Rocher uses mix of demographics
and psychographic segmentation strategies.
 The offering of the company has been targeted to the college goers,
couples and children. The company uses selective targeting strategy.
 Ferrero Rocher has positioned itself as a company offerings
quality products goo for health and is high in nutrients.
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5. Marketing Mix
Product
 Ferrero Rocher is a praline-filled hazelnut and chocolate shell, wrapped in golden foil packaging that has
instant consumer recognition. Today the product comes in number of specifically targeted pack formats,
including a seasonal cube and Christmas tree shaped box, an Easter egg format and various sizes to
meet consumer needs all around the year. A new diamond format in also introduced to further enhance
the premium value of the brand.
Price
 Ferrero Rocher is available in packs of containing numbers ranging of 3 to 24. The prices of the pack of
Ferrero Rocher is Rs.75 to 900. As these chocolates are highly priced they are not affordable to the
common man.
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6. Marketing Mix
Place
 Ferrero Rocher is not an easily available chocolates. It is available in big stores, supermarkets, malls. It is
done by distributors of Ferrero Rocher. Ferrero Rocher does not have any office in India but is planning to
enter in India
Promotion
 Ferrero Rocher is responsible for one of the all time classics commercials-“Ambassador’s Reception”.
 The objectives of the updated execution were to drive modernity and relevance in a salient way and
engage a younger consumer target. This was achieved with results showing ad was highly successful, with
penetration of the brand increasing by two percent.
 As one of the top advertising spenders in the chocolate confectionery market.
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7. SWOT analysis
Strengths
 Offers a quality and luxury product – The chocolates by Ferrero rocher are known to have the same taste,
whichever part of the world you buy them.
 Awareness from the popular brand Ferrero brand
 Has captured huge amount of market share in boxed chocolates – The distribution of this chocolate is fantastic
as it has reached far and wide and the boxes are available everywhere.
 Ferrero Rocher brand has launched two new brands Ferrero Cappuccino and Ferrero Rond Noir.
Weaknesses
 Highly priced – When compared to other alternatives, it is higher priced. But that is natural to achieve its
premium image, But it does affect turnover.
 Not advertised – A big negative for Ferrero Rocher is that it is rarely advertised and hence it loses its market
shares to other competitors due to affect on brand recall.
 Perception of chocolates being unhealthy in majority of masses
 Not available easily
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8. SWOT analysis
Opportunities
 The introduction on new flavours will help in gaining more market share
 Increase in the usage of internet – Advertisements can be done on the net or even on other media
vehicles so as to increase demand. It should make use of the recent E-commerce wave.
 Increase in the demand of the three piece impulsive pack
Threats
 Imitation of Ferrero Rocher
 Bad economy cycles
 High competition from other chocolate brands
 Increasing trends of Nutri-bars replacing chocolates – A major threat to the likes of Ferrero Rocher
whose brand equity depends only on its chocolates.
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9. Competitive advantage
1. Brand Portfolio: The Company Ferraro Rocher have some of the successful brands in
its portfolio i.e. Kinder, Nutella, Tic-Tac and Ferraro Pralines which is helping the brand
in supporting and growing together in the markets it operates into.
2. Strategic Acquisitions: The brand in order to strengthen its portfolio and expand to
other countries globally has acquired companies such as Oltan of Turkey, Thorntons of
the United Kingdom along with going to acquire more than 20 American brands some
of which are Butterfinger, Raisinets, Wonka, BabyRuth, 100Grand.
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10. BCG Matrix
 The company operates with four brands
namely nutella, kinder, tic-tac, and ferrero
rocher and these brands are launched by the
company in the year 1964, 1968, 1969 and
1982 respectively.
 The brands ferrero rocher and nutella are
stars in the BCG matrix of the company
ferrero rocher while other brands are
question marks in the BCG matrix.
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11. Distribution
strategy
The group distributes its products in more than
170 countries globally while being present in 55
countries. As of 2017, the company have
dedicated resources to 32,990 employees.
It distributes its offerings through several
channels of distribution such as pops & mom
store, retailers, wholesalers, distributors, and e-
commerce websites.
The group operates through 86 subsidiaries
worldwide and 22 operating manufacturing
plants.
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12. Brand equity
The ferrero rocher group has been known for
creating unique visual identity and visibility in
the market through its advertisements and
attractive packaging.
The brand has been promoted as the offerings
meant for some of the special moments of the
consumers.
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13. Competitive
analysis
The global italian confectionary group
competes with companies such
as nestle, Cadbury, hersley etc. On the factors
such as availability, penetration in the current as
well as expansion into new markets.
The ferrero group
technological development has helped it in
expanding its production capacity with total
capital investment of 631 million euros in the
year 2016 of which the main focus was on
industrial and manufacturing facility
development in the emerging and developed
nations such as india, china, italy, germany, and
poland respectively.
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14. Market analysis
Changing lifestyle of consumers, increase in
migration, stable economy, easy availability
through e-commerce delivery channels and
cosmopolitan culture are some of the factors
which are proving as a catalyst for the growth of
the confectionaries market.
Although the local/domestic companies gives
head-on competition to
the international companies due to the better
understanding of the market demand pattern
but with the streamlined delivery channel the
international companies try to change the taste
and preferences of the companies.
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15. Customer analysis
Who don’t like confectionaries whither it is
candies or chocolates, consumers from all age
groups satisfy their carvings. Majority of
customers of ferrero rocher are in the age
group of 15- 35 years.
In line with the branding of the peer companies,
ferrero rocher started targeting the special
occasions/festivals.
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