...Ferrero SPA Corporation Ferrero is Italian manufacturer of chocolate and confectionary products being founded in the modest beginnings of 1946, when Pietro and Giovanni Ferrero started the company as a confectionary shop in northwest Italian town of Alba (Datamonitor, 2009). Today Ferrero International is the world’s fourth largest companies in the confectionery Market with 16 plants and 36 commercial companies all around the world, having 20,000 employees generating 35,000 cores of turnovers in 2006. A wide and complex portfolio of products, including mainly: chocolate spread, candies, pralines, bakery, chocolate snack eggs with surprise, cold tea & chilled chocolate products. The company is owned and managed by the founding Ferrero family. (Nutella.com, nd). 1. External Environment The Environment encapsulates many different influences, which can be difficult to analyze. The difficulty can be to identify: the environment diversity; the speed of change as managers feel that the pace of technological change and the speed of global communication change faster than even before; the last difficulty is complexity. Ferrero in order to face these difficulties can use different tools, such as: PESTEL (Political, Economical, Socio-Cultural, Technological, Environmental, Legal); Porter’s five forces; Market segmentation. In order to analyse: the macro-environment, competitors and market. (Johnson and Scholes, 2002, pp98). 2.1 Macro-Environment Macro-Environmental...
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...Task: Explain how and why groups of customers are targeted for selected products. In this assignment I will be explaining what market segmentation is; I will also explain the different types of market segmentations and also how Tesco use market segmentation when selling a particular product. Furthermore I will take account of what business to consumer and business to business marketing is and I will explain how Tesco use them. Market segmentation is a marketing strategy which consists of dividing and breaking down a broad target market into subsections of consumers, businesses, or countries that have, or are thought to have, common needs, interests, and priorities, and then applying strategies to target them. There are usually four types of segmentations businesses will use. These are: geographical segmentation, demographic segmentation, psychographic segmentation and behavioural segmentation. The geographical segmentation divides customers into segments based upon the geographical areas such as nations, regions, counties, cities or neighbourhoods. This could compare to spending levels, income levels, employment levels and buying habits for places around geographical areas. Tesco would use the geographical segmentation to find out where they should set up their stores. This could mean more affluent places to bring in more customers which can buy the top end products and in a place where there is barely a supermarket as this will attract all people around the geographical...
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...for completing this report. We would also like to thank Mr. Bajan saha, accounts manager of Agora for giving us some important information about the official procedure and inspiration techniques of Agora to complete this report. They shared their practical experiences and talk about their loyalty and commitment towards the organization. .All of our group members supported each other, throughout the making of this report and completing it successfully. We have done some group discussions, where we shared each other‘s views on the different issues to complete this report. Executive Summary Agora is the largest retail superstore in Bangladesh. Agora‘s interior is similar to most supermarkets in design and layout due to trends in marketing. It produce tends to be near the entrance of the store. Various kinds of products and services are sold (at least 2500 products and services). Milk, bread, and other essential items are...
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...These Kinder Joy Eggs are sold through retail distribution channels so most Kinder Joy's customers are who use direct products and non-business purpose. In addition, the products contain chocolate with toys so not many adults would be likely to purchase a piece of chocolate and get free small unsuitable toys for their age. As a result, most customers of Kinder Joy are children or the parents buying it for their children. If the consumers can not find Kinder Joy, they can still buy substitute products ,such as: OZO chocolate. Kinder Joy Eggs which is one of the first chocolate products which come with special toys for children were produced for the first time in Greece in 2008 (Thore 2008). Moreover, Kinder Joy is also one of the famous Ferrero company's strategic product that chocolate recipe is especially suitable to the taste of consumers and toys are safety for children. Today, the packaging of a product is not only used to...
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...made quite an impression on ice-cream lovers with its unique flavors, including the famed “Ferrero Rocher”. Club Gelato also serves gourmet coffee and delicacies such as cheese cake, chocolate crunch cake, and tiramisu. Most of their desserts make excellent combinations with their gelato flavors. Club Gelato's atmosphere is spacious, trendy, and comfortable. It is a favorite amongst everyone! 2. Product Profile: If anybody has a weakness for sweet, Club Gelato guarantees to satisfy him or her. Club Gelato offers various types of ice cream, shakes, coffee, tea, cakes, and other sweet items. Gelato is a fairly new chain here in Dhaka, and so all the kinks, such as décor, are not yet worked out. However club gelato assures that the mouth-watering ice-creams will definitely make the day more cheerful with its outstanding service. Club Gelato usually prepare soften ice-cream. For the health conscious people they have three types of sugar free Ice-ream such as Hazelnut, chocolate and coffee. They have specialty offering on Sunday. It is open every day up to 10.30 to 11.30. During special events such as Eid, Valentine’s Day, Friendship day, Pahela baishakh Club gelato has more sales. They have the highest sales volume on Ferrero Rocher. 2.1 Main Brands: Club gelato has 80 different flavors for its ice-cream. 25 flavors are displayed on everyday. Their main brands are – Ferrero Rocher Mango Hazelnut Blue Berry Butter Scotch RIS & Latte Cotton Candy Coffee Vanilla ...
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...data collected we summarize that the strategic management that we can use to improve this company is using the concentrated corporate level strategic and using the horizontal integration method. We can analyse that this method will have significant impact on the business. We also try to overcome the weakness and threat that we obtain from the business plan that we analyse. By using horizontal integration we try to join venture with Cadbury chocolate company to build a well-known product because Cadbury has producing the chocolate gourmet for a long time and has been known for its delicious chocolate. 1. Introduction 1.1 Introduction to the strategic management. Strategic management is a continuous process of strategic analysis, strategy creation, implementation and monitoring, used by organizations with the purpose to achieve and maintain a competitive advantage. The general purpose of doing it is to combine the energy of organization’s functional areas into one focused effort to achieve superior performance. It is usually done through the many...
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...THE CHOCOLATE CONFECTIONARY - WORLD MARKET OVERVIEW Chocolates began during the times of the Mayas and the Aztecs when they beat cocoa into a pulp and made bitter frothy chocolate out of it. They first became popular in Europe in a highly unrefined form. Then the Hershey Food Company was the first to bring out chocolates in the currently popular solid form. The main ingredients of chocolate is cocoa grown mainly on equatorial zones and of the consumers looks for variety he goes in for some of that company’s own sugar milk solids and permitted emulsifiers. Cocoa constitutes nearly 40% of the total raw material cost. The following report studies the chocolate industry in India and in particular the position of the chocolate premium brand & local brand. The brand name chosen is the umbrella brand as it was felt that the corporate name is recognized as a brand and not so much as an individual products. Asia, Africa and Latin America account for 75% of the world’s population, and yet consume just 20% of the world’s cocoa. The potential in Asia is undoubtedly great. Currently, some ___ billion consumers account for just 8% of global consumption. As a result, even a slight increase in per capita consumption would equate to a large expansion in demand for cocoa. The countries with the highest growth potential must be China and India. Between them, the two countries have a combined population in excess of 2.2 billion — and this is expected to reach almost 2.5 billion by 2005. With economic...
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...structurally organized, because, until recently, retailing had never been perceived as an industry, but rather as an individual or family business entity with a very limited scope of organized expansion. Little to no market information is available on the retail sector, but secondary sources indicate that the size of the food retail sector in Bangladesh could be US$12-14 billion, and the number of retail grocery shops could be around 1 million. Retail is one of the biggest sources of employment (12 percent), and it contributed 13 percent (wholesale and retail trading) to Bangladesh’s GDP. Organized retail is booming and creating huge opportunity for enterprises. Retailers though sell other companies products work out their own marketing strategies fixing their own target market towards providing customer satisfaction separately. Retail stores irrespective of product line and relative prices emerge in all shape and sizes, such as Specialty stores, Department stores, Supermarkets, Superstore, Convenience stores, Discount stores and off- price stores. Current Market Scenario of Super Market: Superstores are set to boom in the country as the current market players are planning to open several hundred more outlets in the next few years to cope with the rising demand from the consumers. With a strong 15-20 per cent annual sales growth, about 30 companies with more than 200 outlets have already made foray into the industry. The annual turnover of the superstores now stands at...
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...CHOCOLATE CONFECTIONERY IN DENMARK Euromonitor International February 2014 CHOCOLATE CONFECTIONERY IN DENMARK Passport I LIST OF CONTENTS AND TABLES Headlines ..................................................................................................................................... 1 Trends .......................................................................................................................................... 1 Competitive Landscape ................................................................................................................ 2 Prospects ..................................................................................................................................... 3 Category Data .............................................................................................................................. 4 Table 1 Table 2 Table 3 Table 4 Table 5 Table 6 Table 7 Table 8 Table 9 Table 10 Table 11 Table 12 Summary 1 Sales of Chocolate Confectionery by Category: Volume 2008-2013 ............ 4 Sales of Chocolate Confectionery by Category: Value 2008-2013 ............... 5 Sales of Chocolate Confectionery by Category: % Volume Growth 2008-2013 .................................................................................................... 5 Sales of Chocolate Confectionery by Category: % Value Growth 2008-2013 .................................................................................................... 5 Sales...
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...CADBURY INDIA LIMITED Cadbury India Limited is the biggest chocolate importer and manufacturer in India since 1948 (Cadbury, 2007), launching series of chocolates for the various segments and strata of people in India’s large and diverse population. Exploiting the monopoly of Cadbury’s market can be highly beneficial and profitable by launching our product, Cadbury Choco Slim, a diet chocolate which will specifically serve the needs and wants of the higher income group who are more health conscious and can afford to pay for a product that serves their purpose. Throughout this project we will cover particular segments and the marketing mix strategically implemented for this selected segmented in order to achieve maximum profit and customer satisfaction. Personal interviews of various customers and their families have seemed successful for the acceptability of Choco Slim. The use of internet has been very helpful in obtaining various data which were further implemented in our project to describe our suggested product in much more detail. The use of graphs and charts has been made for a more vivid visual experience of the results that were fetched via our research. CHOCOLATE Let’s get familiar with our taste buds. What is chocolate? Where does it come from? What is it made of? These questions are some of the basic ones that we usually forget to ask ourselves as we are mesmerized with chocolates and its sweet, soothing and insatiable taste. Chocolate is a delicacy, a...
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...Marketing Plan 1 .Executive summary In the process of developing this marketing plan a comprehensive analysis of the environment that affecting to Dairycova was done. With respect to the micro environment of the company, affect of the customers and the competitors has analyzed. And also analyzing the macro environment, we have identified affect of the PEST factors. Thereafter SWOT analysis was done identifying the favorable and unfavorable f actors in the internal & external environment. Company has clearly set objectives what is planned to achieve in the future. As well as we could identify several issues that will affect our attainment. As to identify the target market several groups of customer segments have been taken into consideration. By analyzing consumer characteristics and behavior the most appropriate segments have been selected. Several marketing tools used by the firms to pursue its marketing objectives. Company has selected relevant pricing strategies, innovative distribution strategies and attractive communication techniques. We allocate sufficient funds to market our products and achieve our future objectives. 2. Current market situation 2.1 Market analysis Generally in Sri Lanka chocolate is consumed as a snack, given as a present and used during festival season and some variants as an ingredient in cooking as well. Sri Lankan chocolate market is very competitive and it consists with complex customer base. It means consumers have knowledge...
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...have always been goods reserved for the upper classes. In ancient Rome, the elite built lavish marble baths for entertaining friends and allies, while the masses waited in line at public baths. In late-eighteenth-century France, the aristocracy turned to saddle maker Hermès for the perfect seat, while commoners had to walk through wet and muddy streets. But today we are witnessing a different phenomenon: the democratization of luxury. We define it as middlemarket consumers selectively trading up to higher levels of quality, taste, and aspiration. The democratization of luxury is occurring across a surprisingly broad set of categories, and it is destabilizing competition, creating new winners and losers, and offering new rules for brand strategy. Already, this force has transformed a score of markets. (See Exhibit 1.) Many more categories are ripe for the taking. The question for established marketers is, Who will be first to bring the new luxury to my category? To understand this movement, you must first appreciate the differences between the new luxury and the old, as well as the powerful emotional and economic forces behind consumers’ propensity to trade up and seek quality. It’s Not Your Father’s Luxury Old luxury is expensive. Only the really rich—a small segment, typically over 50 and conservative—can afford it. The new luxury democratizes high-quality products, making them available in many forms, at many price levels, and through a variety of retail channels; they...
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...http://www.marketing91.com/marketing-mix-nestle/ The Marketing mix of Nestle discusses the 4P’s of one of the strong FMCG companies of the world. The Nestle marketing mix shows Nestle has a strong product line which boosts its marketing mix. Below are the products, price, placement and promotions of Nestle. Products - There are 4 different strategic business units within Nestle which are used to manage various food products. Beverages – One of the most known coffee brands Nescafe, belongs to the house of Nestle and is one of the cash cows for Nestle. However, it is not the biggest cash cow. Nestle has a worldwide distribution and has many different variants. Looking at India, Nestle has also launched Nestea. Milk and Milk products – Nestle everyday, Nestle slim and Nestle Milk maid are some of the milk and milk based products from the house of Nestle. Prepared dishes and cooking aides – Nestle has a third category of products which comes into prepared dishes and cooking aides. The major cash cow of Nestle lies in this segment, which is Maggi Noodles. Probably one of the most widely sold ready to cook noodle brands is Maggi. Maggi has a fantastic taste and quality. Thus, it was not a surprise, that Nestle expanded the Maggi brand to create an umbrella of different products like Maggi pasta, Maggi sauce, Maggi cubes etc. The maggi range contributes vastly to the bottom line of Nestle. Chocolates – Nestle has some popular chocolate products, most popular being Nestle Kitkat...
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...PR O J E K TAR B E I T Studienbereich Wirtschaft Studiengang Handel Thema der Projektarbeit: Marken erfolgreich positionieren Verfasser: Daniel Cwik Studienjahrgang/Kurs: 2006 / Handel 4D Ausbildungsbetrieb: Günther+Schramm GmbH+Co.KG Ausbildungsabteilung: Verkauf und Controlling Praxisphase: vom 31.03.2008 bis 13.06.2008 Zuständige/r Ausbildungsleiter/in: Oliver Schoppe 07364/24-124 oliver.schoppe@gs-stahl.de Studierender: Datum und Unterschrift Ausbildungsleiter/in: Datum, Unterschrift und Firmenstempel Inhaltsverzeichnis 1. Einleitung.......................................................................................................................1 1. 1 Problemstellung und Zielsetzung...........................................................................1 1.2 Vorgehensweise.......................................................................................................2 2. Definition des Markenbegriffs.......................................................................................3 3. Markenpositionierung....................................................................................................4 3.1 Differenzierung und Spezialisierung .....................................................................4 3.2 Original schlägt Kopie............................................................................................5 3.3 Qualität ist notwendig, Markenimage entscheidend..............................................6 3.4...
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...I Table of Contents I Table of Contents 2 II List of Figures 3 III List of Abbreviations 4 1 Executive Summary 5 2 Macro Analysis of the Confectionery Industry 7 3 PESTEL Analysis of the Confectionery Industry 9 3.1 Analysis 9 3.2 Conclusion 12 4 Porter Five Forces Analysis 15 5 Industry Life Cycle and Industry Dynamics 18 6 Lindt & Spruengli Company Overview 22 7 Business System 24 7.1 Resource Base of Lindt & Spruengli 24 7.2 Activity System (Value Chain) of Lindt & Spruengli 26 7.3 Product Offering 28 7.4 Lindt’s positioning in comparison to Competitors 33 8 Organizational Structure 34 8.1 Organisational Process 35 8.2 Organisational Culture 36 9 SWOT Analysis 37 10 Recommendations 38 10.1 Exposing the Corporate Social Responsibility 38 10.2 Product Development to meet upcoming consumption trends 38 10.3 Market penetration in Spain 40 10.4 Penetration of Emerging Markets 41 10.4.1 Asia Pacific 41 10.5 Entering new Segments 43 10.6 Pushing profitable Product Lines 45 11 Bibliography 47 11.1 Books 47 11.2 Documents from Databases 48 11.3 Journals 50 11.4 Websites 51 II List of Figures Figure 1: Confectionery industry segmentation 5 Figure 2: Market value of the confectionery market in the period 2004-2009 and the expected growth until 2013 6 Figure 3: Stage of industry life cycle mature markets (Western Europe, North America) and immature markets (Middle East and Africa, Eastern Europe, India, China, Russia) 10 Figure 4: Growth...
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