FERRERO ROCHER

Chocolate Market

In 2007 the global market for chocolate was estimated at US$6.95 billion

The reasons behind the growth of sales and consumer awareness : Wider availability of premium chocolate at the retail level. High levels of new product activity. Consumers becoming attracted to dark chocolate on account of

its health benefit. Ethical concerns have increased demand for organic and Fair-

trade chocolate.

(MarketResearch. (2001, February 1). The Chocolate Market. Retrieved March 16, 2009 fromhttp://www.marketresearch.com/product/display.asp?productid=186930&g=1)

Competitors

Nestle

Cadbury

Hershey

Ferrero Spa

Levels of a Product

Core Product

Actual Product

Augmented Product

Levels of a Product

Sweet and Tasty

Confectionary

Branding Packaging & Labelling

Segmentation

Geographic

Demographic

Psychographic

Behavorial

Targeting

Evaluating Segments

Target Market

Concentrated Marketing

9

POSITIONING

Extensive personalised service

Low perceived quality and status

Limited service

Less personal

High perceived quality and status

Ferrero Rocher

The degree to which the FERRERO meets its needs and wants

Quality Taste Availability product range range of sizes Logistics and

distribution

Promotion Pricing Strategy

Recommendations

• Sponsoring local events.• Increase the prices and improve the

profits• Localize the adverts and promotions• Customer feedback and marketing

research• Use price differentiation • More response to the festive seasons in

the Asian market

References

MarketResearch. (2001, February 1). The Chocolate Market. Retrieved March 16, 2009 from http://www.marketresearch.com/product/display.asp?productid=186930&g=1)

  Researchandmarket. (2008, November). Global Market Review of Premium Chocolate Forecasts

to 2011. Retrieved March 15, 2009 from http://www.researchandmarkets.com/reportinfo.asp?report_id=661952&t=e&cat_id=

Cadbury. Company Overview. Retrieved March 11, 2009 from http://www.cadbury.com/ourcompany/ouroverview/Pages/ourcompany.aspx

Ferraro. Business. Retrieved March 1, 2009 from http://www.ferrero.com/eng/index.html

Heryshey’s (2008, June 11). Newsroom. Retrieved March 13, 2009 from http://www.thehersheycompany.com/about/

Mars. The five principles. Retrieved March 30, 2009 from http://www.mars.com/global/Who+We+Are/The+5+Principles.htm

Nestle. All about Nestle. Retrieved March 19, 2009 from http://www.nestle.com/AllAbout/AllAboutNestle.htm