Evaluation of Nutella Marketing Strategy

5072 Words Apr 14th, 2013 21 Pages
An Evaluation of Nutella Marketing Strategy of 2012 with the view to improvement.

From: Natalia Muranska

To: Peter McPherson

Date:

List of Contents:

Introduction ……………………………………………………………………….. 5
Procedure ………………………………………………………………………....... 5
Findings
History ……………………………………………………………………………….. 6
Marketing concept ............................................................................... 7
History ................................................................................................ 7
Definition ............................................................................................. 8
Analysis of business environment .................................................. 9
Macro
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List of sources: * Nutella official website (http://www.wakeuptonutella.co.uk/), * Leckie and Leckie, Business Management ( course book), * Tutor2u website (http://www.tutor2u.net/default.asp), * Business Dictionary website (http://www.businessdictionary.com/), * Notes prepared during classes.

Findings

History

In 1940 in Italy Piera and Pietro Ferrero, decide to transform their small pastry shop in Alba in to a factory. With the desire to make and create new products with state-of-the-art ideas, they son Michelle Ferrero continued development of company and revolutionised food habits of millions of consumers. Thanks to efficient partnership with his wife Maria Franca, he was one of the first manufacturers which have opened production sides and offices abroad. Now company history reached to the third generation, sons of Michelle and Maria Franca worked together at the top of the Group as Managing Directors for more than 10 years. Unfortunately, one of the sons, Pietro Ferrero, tragically died in Africa during humanitarian mission, inspired and driven by him, that aimed to prelaunch the Ferrero Social Enterprises. And now, Giovanni Ferrero continue to run company by himself.
Nutella spread was invented at 1940 by Mr. Pietro Ferrero. At this time there was very less chocolate because of the II World War and small supply of cocoa, thus idea to use hazelnuts, which were highly available at Pedimont where company was