FERRERO ROCHER

Chocolate Market
 In 2007 the global market for chocolate was estimated at US$6.95
billion
 The reasons behind the growth of sales and consumer awareness :
 Wider availability of premium chocolate at the retail level.
 High levels of new product activity.
 Consumers becoming attracted to dark chocolate on account of
its health benefit.
 Ethical concerns have increased demand for organic and Fair-
trade chocolate.
(MarketResearch. (2001, February 1). The Chocolate Market. Retrieved March 16, 2009 from
http://www.marketresearch.com/product/display.asp?productid=186930&g=1)
 Competitors

 Nestle

 Cadbury

 Hershey

 Ferrero Spa
 Levels of a Product

 Core Product

 Actual Product

 Augmented Product
Levels of a Product

Sweet and
Tasty
Confectionary
Branding Packaging & Labelling
 Segmentation
 Geographic

 Demographic

 Psychographic

 Behavorial
 Targeting
 Evaluating Segments

 Target Market

 Concentrated Marketing
 POSITIONING
High perceived quality and status

Ferrero
Rocher
Limited service Extensive
personalised
Less personal
service

Low perceived quality and status 9

The degree to which the FERRERO meets its needs
and wants
 Quality  Promotion
 Taste  Pricing Strategy
 Availability
 product range
 range of sizes
 Logistics and
distribution
 Recommendations

• Sponsoring local events.

• Increase the prices and improve the profits
• Localize the adverts and promotions
• Customer feedback and marketing research
• Use price differentiation
• More response to the festive seasons in the
Asian market
 References
 MarketResearch. (2001, February 1). The Chocolate Market. Retrieved March 16, 2009 from
http://www.marketresearch.com/product/display.asp?productid=186930&g=1)
 
 Researchandmarket. (2008, November). Global Market Review of Premium Chocolate Forecasts
to 2011. Retrieved March 15, 2009 from http://www.researchandmarkets.com/reportinfo.asp?
report_id=661952&t=e&cat_id=

 Cadbury. Company Overview. Retrieved March 11, 2009 from

http://www.cadbury.com/ourcompany/ouroverview/Pages/ourcompany.aspx

 Ferraro. Business. Retrieved March 1, 2009 from http://www.ferrero.com/eng/index.html

 Heryshey’s (2008, June 11). Newsroom. Retrieved March 13, 2009 from
http://www.thehersheycompany.com/about/

 Mars. The five principles. Retrieved March 30, 2009 from

http://www.mars.com/global/Who+We+Are/The+5+Principles.htm

 Nestle. All about Nestle. Retrieved March 19, 2009 from

http://www.nestle.com/AllAbout/AllAboutNestle.htm