Download - Kinder: a communication plan
![Page 1: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/1.jpg)
M1 communication - June 2013 Communication Schedule
![Page 2: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/2.jpg)
BackgroundFerrero, a family history born in Alba (Italy).
1946Ferrero’s
fundation and invention of the Pasta Gianduja (future Nutella)
by Pietro Ferrero
1964Nutella is launched
1968The kinder Division is
formed
1974Kinder
Surprise is launched
1990The Fresh Kinder line (Pingui, milk-
slice, chocofresh…)
![Page 3: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/3.jpg)
The Products in France
![Page 4: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/4.jpg)
The Customers
Kinder Chocolate, Krow Communications and O.Jeffers, 2012
![Page 5: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/5.jpg)
Products and Targets
• Kids: Chocolate, Surprise, Joy, Country, Delice, Pingui, Tranche au lait, Choco-Fresh and Maxi King
• Adults: Bueno and Maxi
• Families: Schoko-Bons, chocolate advent calendars, Christmas eggs and other products for special events
![Page 6: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/6.jpg)
The Current PositionGlobal presence of Ferrero on the French market:• Leadership in the chocolate
treats and spread cream market
• Weak presence on the biscuits and fresh products market
![Page 7: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/7.jpg)
The Image
• Indulgence, a daily break• A popular treat• Fun, complicity with your kids or other people• An unique taste
• Unhealthy• Bad for the environment• Secretive
![Page 8: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/8.jpg)
Business Strategy
![Page 9: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/9.jpg)
The MissionFerrero’s key words:
• High quality• Product freshness• Finest raw materials• Respect and consideration for the customersBut also:• Caring about hygiene, environment and social issues• Caring about the communities and countries where the
company is present (think global, act local)
![Page 10: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/10.jpg)
The Company’s Values
• Loyalty and trust• Respect and responsibility• Integrity and sobriety• Passion for research and innovation• Work, create, donate
![Page 11: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/11.jpg)
The Mission StatementFor the Kinder Kids range : « Make your kids happy by treating them with the trustworthy chocolate they love ! »
For the other Kinders : « Eat a Kinder and share a moment of happiness. An indulgent taste for your daily pleasure. »
Pleasure is essential for your fulfillment
![Page 12: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/12.jpg)
Our New Idea
![Page 13: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/13.jpg)
The ConceptKinder Moment, a low calorie and gluten-free chocolate bar.The Kinder quality and taste in a healthy snack
![Page 14: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/14.jpg)
Our Analysis• Moms need their Kinder too !• Find the solution to sudden cravings, a quick boost or just a
sweet break• A snack enjoyable without any diet damage, guilt-free• The kinder quality and a healthy snack
![Page 15: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/15.jpg)
Our Mission StatementKinder Moment, the chocolate bar you can freely enjoy.
Savour the lightness and the softness of a tasteful chocolate biscuit with a delicate and delicious layer of milk inside.Each bar is only 100 calories and gluten-free ! Indulge yourself !
![Page 16: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/16.jpg)
Marketing Analysis
![Page 17: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/17.jpg)
The Competition
• Kellog’s (leader, 15% of the cereales market share, Special K)• Nestlé (the n°2, Fitness bars)• Specialized brands: Gerblé, Gerlinéa… • Retailers’brands
![Page 18: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/18.jpg)
SWOT AnalysisStrength
Historic brand, popular, trusted brand, good quality ingredients, never copied, good communication and
affective link
WeaknessesUnhealthy image, never been present on the low calorie market, already
present competitors
OpportunitiesGrowing concern about
eating habits and health, growing market,
innovation, target mothers
ThreatsCompetition and well-
known brands (Kellogg’s), new
advertising campaigns (costs)
![Page 19: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/19.jpg)
Current Trends
• Only 17% of French adults compose their own breakfast• At least + 2,5% of growth expected for the biscuits markets• Nutritional aspects (less sugar or gluten-free) and health• Natural products• Pleasure is a key element
![Page 20: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/20.jpg)
Marketing Diagnosis
![Page 21: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/21.jpg)
The Issue and The Solution
The problem:Kinder is not a brand associated with healthy benefits in the consumer’s mind, quite the contrary, actually.
The solution:The consumers already trust the quality and the unique taste of Kinder’s products but now, the brand must insist on the nutritional efforts they are doing with the new biscuit.
![Page 22: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/22.jpg)
Perceived Value and USPOnly Kinder Moment can offer you the pleasure of a Kinder with no consequence.
![Page 23: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/23.jpg)
Communication Diagnostic
![Page 24: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/24.jpg)
Our PropositionOur single-minded proposition:
• Kinder Moment, the pleasure of taking care of yourself!• It’s good inside and it shows outside
![Page 25: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/25.jpg)
The Obstacle to Communication• Consumers don’t associate Kinder with healthy products• Concern about the taste (gluten-free, low-calories and tasty?)• The healthy snacks market is already well occupied• Kinder will need purchasing advisors
![Page 26: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/26.jpg)
Communication
![Page 27: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/27.jpg)
Communication ObjectivesThe communication is built around:
Kinder innovates for the better
The nutritionnal benefit
![Page 28: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/28.jpg)
The Product ImageGraphic Code:• Easily linkable to Kinder (same colors and typography)Sound code:• Calming (a relaxing moment, naturalness of the ingredients)Brand’s personality:• Individually wrapped product (easy to transport and eat)• Unique taste, pleasure• Nutritional benefit, innovation• A shared moment
![Page 29: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/29.jpg)
Communication: The TargetsWomen• Active and busy• Fond of Kinder or liking treats• But caring about their health
![Page 30: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/30.jpg)
Communication: The Targets The communication and ad campaign must be based on the target’s experience:• Actual, modern• Daily life and environment • Time of use (when does the need for a snack occur ?)• Characters to whom the consumers can relate to
![Page 31: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/31.jpg)
Communication: ATL Marketing
Kinder France, known for spending a lot on advertising (+30% for Kinder Bueno to help the product arise).So around €500 000…Find the consumers where they are:• Social networks• Dedicated website• Classic ad channels (TV, posters,
billboards, magazines…)
![Page 32: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/32.jpg)
Communication: BTL Marketing
Find the consumers out of the shelves:• Sampling in stores (visibility, speech about the recipe)• Actions in public places (subway, press booth…)• Sponsoring of sport events (around €200 000)
![Page 33: Kinder: a communication plan](https://reader036.vdocuments.net/reader036/viewer/2022081413/546b96f3af795996668b5b27/html5/thumbnails/33.jpg)