The content of this term paper is a marketing concept for Nutella - the nut nougat cream from Ferrero. It contains all the components of a complete marketing concept. The authors wanted to find out whether there is still room for improvement in the marketing of such a successful product as Nutella.
Table of Contents
Introduction
A. The situation analysis
1. Market analysis
1.1 Market definition
2. Target group or customer analysis
2.1 Needs
2.2 Decision criteria
2.3 Behaviors when buying
2.4 Purchase frequency – purchase quantity
2.5 Target group definition
3. Company analysis
4. Instrumental analysis
4.1 Performance
4.2 Distribution
4.3 Contraction
4.4 Communication
5. Competition or competition analysis
5.1. Market analysis
5.2. Target group or customer analysis
5.3. Company analysis
6. Environment analysis
7. Trading Analysis
8. Supplier analysis
B. Marketing goals
C. Marketing Strategy
D. Marketing tools
1. Performance policy
2. Contraction policy
3. Distribution policy
4. Communication policy
Objectives & Core Topics
This thesis aims to develop a comprehensive marketing concept for the Nutella brand by identifying growth potentials and adapting the product range to current socio-cultural shifts and consumer needs in Germany.
- Detailed situational and competitive market analysis.
- In-depth investigation of target group behaviors and decision criteria.
- Strategic development of new product variants, including "Nutella to go" and "Organic Nutella".
- Optimization of marketing instruments to maintain long-term market leadership.
Extract from the Book
1.1 Market definition
The needs that can lead to the purchase of a product characterize the different markets where the product is offered and competes with other products.
Nutella has the following three markets:
1. fast and practical breakfast and snack – market
2. "rewarding yourself with a small chocolatey sin" and "I treat myself to that" – Market. This also includes the needs to pamper yourself, to wanting to do something good ("balm for the soul"), the desire for snacking, something Want to enjoy chocolatey and the like.
3. make your own children happy and fulfill their wishes – Market
In all other points of this marketing concept, we will specifically address the "rewarding yourself with a small chocolatey sin" and "I treat myself to that" market.
Summary of Chapters
Introduction: The authors outline their motivation to analyze Nutella and explore potential improvements for the established Ferrero product.
A. The situation analysis: This section provides a fundamental overview of the market, the target group, company background, and competitive landscape.
B. Marketing goals: A SWOT analysis serves as the foundation for setting specific future objectives, such as maintaining market share and launching new product variants.
C. Marketing Strategy: The chapter prioritizes the development of new products as the primary strategy to ensure long-term market stability.
D. Marketing tools: This section details specific measures in performance, pricing, distribution, and communication for the proposed new product initiatives.
Keywords
Nutella, Ferrero, Marketing Concept, Market Analysis, Situation Analysis, SWOT Analysis, Target Group, Consumer Needs, Product Development, Organic Nutella, Marketing Strategy, Competitive Analysis, Brand Positioning, Nutella to go, Retail Distribution.
Frequently Asked Questions
What is the core focus of this marketing concept?
The work provides a strategic marketing assessment of the Nutella brand, focusing on situational analysis and future growth through product innovation.
What are the primary target markets identified for Nutella?
The research identifies three main markets: the breakfast/snack segment, the self-rewarding/indulgence segment, and the family/children segment.
What is the main goal of the proposed marketing strategy?
The primary goal is to maintain Nutella's market share in Germany over the next five years, specifically by addressing shifting consumer trends.
Which scientific methodology is applied here?
The authors utilize a descriptive and analytical approach, combining situational, competitive, and environmental analysis with a structured SWOT model.
What does the main part of the document address?
The main part covers the situational analysis, competition with products like Langnese ice cream, environmental factors, and a concrete marketing mix for new product launches.
Which keywords best describe this paper?
Core keywords include Marketing Concept, SWOT Analysis, Nutella, Product Development, and Consumer Behavior.
Why is "Nutella to go" a suggested innovation?
It addresses the rising "to-go" mentality in Germany, allowing the brand to stay relevant for consumers who no longer take their breakfast at home.
How does the paper account for the "unhealthy" image of Nutella?
The authors propose an "Organic Nutella" variant to improve the brand image and provide a healthier alternative that satisfies consumer demand for organic ingredients.
What role does the Müller family play in this document?
The Müller family represents the "average German" target persona, used to visualize consumer needs and lifestyle choices in the target group analysis.
- Quote paper
- Julia Hülsebeck (Author), Katrin Becker (Author), 2008, Marketing concept using the example of Nutella, Munich, GRIN Verlag, https://www.grin.com/document/1216450
