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TARGETING
POSITIONING
Individual research on how a brand has employed the marketing strategy of segmentation, targeting and positioning successfully
• Originally sold as a solid block until the addition of palm oil (modified palm oil or vegetable
oil) which prevents it from drying to get the spreadable creamy texture
• which is why the brand is universally famous today.
• Its immediate success was because it acts as an alternative to chocolate taste by its magic
hazelnut recipe since chocolate was in high demand after the second world war
• Nutella is present on 5 main markets: dough spreads, individual pastries, chocolate, candy
pocket and chocolate confectionery.
So market segmentation is required to divide the total market for further development of unique design
strategies focusing on market segments.
SEGMENTATION
NUTELLA PRESENT IN
5 MAIN MARKETS
MARKET SEGMENTS OF NUTELLA
SEGMENTATION
DEMOGRAPHIC BEHAVIORAL
Nutella has targeted and captured kids twelve years and younger also their families and teens often
pictured a mother serving Nutella to her children.
It also targets people who are having bread or dough with something on it for breakfast such as jam
and peanut butter.
Reason for targeting towards a younger group of people is that they prefer eating sweet for breakfast
It is easy to convince them to switch from jam or peanut butter to Nutella than people who are not
eating toast for breakfast
TARGETING
Nutella has a strong online social following, with the majority of its online presence coming
from communities sharing creative Nutella breakfast recipes.
These recipes are shared on popular platforms such as Youtube, Pinterest, Tumblr and
Instagram.
Via such public interest, Nutella has achieved cult-like food status to be the go-to
delicious chocolate spread everyone needs.
POSITIONING
• uniqueness
• Tasty breakfast spread
• Excellence in quality
• all natural ingredients, with no additives or coloring
As for positioning, Nutella often advertises as “the original hazelnut spread” in countries where jif
hazelnut spread is sold and “ breakfast has never been so tasty “ in other places
COMPETEIVE POSITIONING
BIBLIOGRAPHY
Principles of marketing by Philip kotler
Image reference:
https://www.youtube.com/watch?v=thUmpPooBR8
https://www.youtube.com/watch?v=ThIrw_LpuRA
https://www.youtube.com/watch?v=TYLR5QftmIQ
References:
https://onmilwaukee.com/dining/articles/comparing-nutella.html
https://www.referralcandy.com/blog/nutella-word-of-mouth-marketing/
https://www.mbaskool.com/brandguide/food-and-beverages/2602-nutella.pdf
https://www.slideshare.net/AliaElbosaty/presentation5-48173437