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 and Key Themes
This work aims to develop a comprehensive marketing concept for Nutella, a nut-chocolate cream produced by Ferrero. The authors are driven by their own appreciation for the product, its presence in current advertising, and the desire to explore potential improvements in Nutella's marketing strategy.
- Market analysis of Nutella, including market definition, target group analysis, and competitive landscape.
- Identification of key customer needs and decision criteria influencing the purchase of Nutella.
- Development of marketing goals and strategies aligned with Nutella's position in the market.
- Exploration of various marketing tools and their application within a comprehensive marketing plan.
- Analysis of the effectiveness of different marketing channels and their impact on consumer behavior.
Chapter Summaries
- Introduction: Provides an overview of the purpose and scope of the marketing concept for Nutella, highlighting the authors' motivations and the key questions driving the analysis.
- A. The situation analysis: This section presents a thorough analysis of the market environment surrounding Nutella, encompassing market definition, target group analysis, competitive landscape, and company analysis.
- 1. Market analysis: Defines the relevant markets where Nutella competes, emphasizing the "rewarding yourself with a small chocolatey sin" market as the primary focus of the study.
- 2. Target group or customer analysis: Identifies the key needs and decision criteria of the target group, emphasizing the importance of quality, packaging, and availability.
- 3. Company analysis: Provides an overview of Ferrero's position within the market, highlighting its strengths and weaknesses in relation to Nutella.
- 4. Instrumental analysis: Analyzes the various marketing tools employed by Ferrero, including performance, distribution, contraction, and communication strategies.
- 5. Competition or competition analysis: Examines the competitive landscape of Nutella, analyzing key competitors, their target groups, and their marketing strategies.
- 6. Environment analysis: Evaluates the external factors impacting Nutella's market position, including economic, social, and technological trends.
- 7. Trading Analysis: Examines the distribution channels and retail strategies utilized by Ferrero for Nutella.
- 8. Supplier analysis: Analyzes the relationship between Ferrero and its suppliers, highlighting the role of suppliers in ensuring the quality of Nutella.
- B. Marketing goals: Outlines the specific objectives that the marketing concept aims to achieve, such as increasing brand awareness, market share, and sales.
- C. Marketing Strategy: Develops a comprehensive framework for achieving the stated marketing goals, emphasizing the target audience, value proposition, and key marketing messages.
- D. Marketing tools: Discusses the specific marketing tools and tactics that will be employed to execute the marketing strategy, including performance policy, contraction policy, distribution policy, and communication policy.
Keywords
The key focus of this marketing concept for Nutella lies on understanding the needs and decision criteria of the target group, analyzing the competitive landscape, and developing effective marketing strategies. Key themes explored include market definition, customer analysis, marketing goals, marketing tools, and the effectiveness of different communication channels.
- Arbeit zitieren
- Julia Hülsebeck (Autor:in), Katrin Becker (Autor:in), 2008, Marketing concept using the example of Nutella, München, GRIN Verlag, https://www.grin.com/document/1216450
