Ferrero Rocher Marketing Strategy – Marketing Strategy of Ferrero Rocher: In 1982, the Chocolate & quality Confectionaries Company was established in Europe. Italian Chocolatier is well-known for its chocolate and hazelnut confectionery products that are available in more than 55 countries around the world.
Its unique packaging in golden and the gift box with different SKUs (stock-keeping units), have made it a popular product all over the globe.
Ferrero Rocher At A Glance – Marketing Strategy of Ferrero Rocher
Company : The Ferrero Group
CEO: Lapo Civiletti
Founder: Pietro Ferrero | Piera Cillario | Giovanni Ferrero
Year founded: 1946, Italy
Headquarters: Alba, Italy
Annual Revenue: Euro12.3 billion
Profit | Net income: Euro1.7 billion
Number of employees : 34,374
Products & Services: Nutella® | Tic Tac® | Ferrero Premium Chocolates | Kinder | Butterfinger® | Crunch | Baby Ruth | Fannie May
Ferrero Rocher Competitors
Competitors: Toblerone | Ghirardelli | Lindt | Cadbury | Danone | Mars | Kellogg | Lindt & Spruengli | Nestle | PepsiCo | Tootsie
Ferrero Rocher Fun Facts: Michele Ferrero who was Pietro Ferrero’s son was afraid that the rivals would learn the secrets of their chocolate making. Hence he wrote its recipe in Arabic and hid it in some vault in Cairo.
Marketing Strategy of Ferrero Rocher
Ferrero Rocher’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Ferrero Rocher? Let us discuss.
Segmentation, Targeting, Positioning – Ferrero Rocher Marketing Strategy
To understand the characteristics of customer groups, the population dynamics, and the variables/factors based on which groups of similar characteristics are formed, a segmentation strategy is used. Ferrero Rocher uses a mix of demographics and psychographic and demographic segmentation strategies.
The offering of the company has been targeted at college-goers, couples, and children. The company uses a selective targeting strategy.
Ferrero Rocher has positioned itself as a company offerings quality products good for health and are high in nutrients.
Ferrero Rocher Mission Statement
“To create unique products, developing innovative research and production processes as well as using our technologies”
Ferrero Rocher Vision Statement
Ferrero Rocher Tagline
“The Golden Experience”
Competitive Advantage – Marketing Strategy of Ferrero Rocher
segmentation strategy can be used to determine the characteristics of customer groups and the population dynamics. Ferrero Rocher employs a mix of demographics, and psychological and segmentation techniques.
The company’s offering is targeted at college students, married people, and children. The company employs a selective targeting strategy.
Ferrero Rocher is a company that offers high-quality products for your health and is rich in nutrients.
BCG Matrix – Ferrero Rocher Marketing Strategy
The Company has four brands: Nutella (Kinder, Tic-Tac), Ferrero Rocher (Ferrero Rocher), and Tic-Tac (Tic-Tac). These brands were launched by the company in 1964, 1968, and 1969, respectively.
Ferrero Rocher’s brands Nutella and Ferrero Rocher are Stars in the BCG matrix, while other brands are questionable in the BCG matrix.
Distribution Strategy – Marketing Strategy of Ferrero Rocher
The Group has a presence in 55 countries and distributes its products to more than 170 countries. The company has 32,990 employees as of 2017.
It distributes its products through a variety of distribution channels, including retailers, wholesalers, and distributors as well as e-commerce websites.
The Group has 86 subsidiaries around the world and 22 manufacturing plants.
Brand equity – Ferrero Rocher Marketing Strategy
Through its advertising and appealing packaging, the Ferrero Rocher Group is known for creating a unique visual identity and visibility within the market.
The brand is known for its special moments and has been promoted.
Competitive Analysis – Ferrero Rocher Marketing Strategy
The global Italian Confectionary Group competes against companies like Nestle and Cadbury. These factors include availability, penetration in current markets as well as expansion to new markets.
The Ferrero Group’s technological development helped the company to increase its production capacity. In 2016, the total capital investment was 631 million Euros. This included a focus on the development of industrial and manufacturing facilities in emerging and developed countries such as India, China, and Italy.
Market Analysis – Marketing Strategy of Ferrero Rocher
The Confectionaries market is experiencing a boom because of a change in lifestyle, increased migration, stability of the economy, and easy availability via e-commerce.
The local/domestic businesses can compete with the international firms due to their better understanding of the market need pattern, but international companies have streamlined delivery channels to try and change the company’s taste.
Customer Analysis – Ferrero Rocher Marketing Strategy
Candies and chocolates are loved by all ages. Ferrero Rocher customers are mostly between 15 and 35 years old.
Ferrer Rocher began targeting special occasions/festivals in line with the branding of the peer companies.
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