Marketing Mix of Ferrero Rocher -
December 6th, 2010
Ferrero SpA is an Italian manufacturer of chocolate and other confectionery products, founded by confectioner Pietro Ferrero in 1946 and based in Pino Torinese, Italy. Reputation Institute's 2009 survey ranks Ferrero as the most reputable company in the world. It is a private company owned by the Ferrero family and has been described as "one of the world's most secretive firms".
In 1946, Pietro Ferrero invented a cream of hazelnuts and cocoa, derived from Gianduja and to be spread on bread, and called it Pasta Gianduja. The product had a great success and therefore Ferrero created the new company to produce and market it. The sons of Ferrero became joint chief executives. Michele Ferrero modified his father's recipe to produce Nutella, which was first sold in 1964 and has became popular around the world.
The company places great emphasis on secrecy, reportedly to guard against industrial espionage. It has never held a press conference and does not allow media visits of its plant. Ferrero's products are made with machines designed by an in-house engineering department.
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.
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.
Ferrero Rocher is responsible for one of the all time classics commercials-“Ambassador’s Reception”. The famous ambassador advert made its return to the screen in 2003, but this time with a humorous and contemporary twist, as the ambassador was female. In 2004 the creative moved on further with ‘Share the Magic’ with the aim to expand the role of Ferrero Rocher beyond that of just a formal gift to one that is also relevant to broader social occasions, while maintaining all of the aspiration and glamour synonymous to the brand. 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.
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
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