Marketing Strategy Analysis for Ferrero Group (Course: Marketing)

This report provides a detailed analysis of the marketing strategies employed by the Ferrero Group, a prominent player in the confectionery market. It begins with an executive summary and an introduction to the company's marketing approach. The report then delves into environmental analysis, utilizing PESTLE analysis to assess the socio-cultural, technological, and other external factors influencing the business. Current marketing strategies are compared to those of competitors like Cadbury, focusing on the marketing mix elements: product, price, place, promotion, people, process, and physical evidence. The Ansoff matrix is applied to evaluate market penetration, product development, market development, and diversification strategies. A USP (Unique Selling Proposition) analysis is conducted to identify Ferrero's competitive advantages. The report examines the company's performance, including financial statements, product offerings, and competitive positioning. Furthermore, it explores the BCG matrix, STP (Segmentation, Targeting, and Positioning), marketing objectives, and potential new product features. Finally, the report concludes with recommendations for effective marketing strategies to enhance the company's future profitability and sustainability.

Marketing Strategy for
Ferrero Group

EXECUTIVE SUMMARY
The project summary is all about explaining marketing strategies of Ferrero chocolates. It
covers various aspects of that can help in increasing market share and growth for the company.
In order to analysis there performance Ansoff matrix and share matrix is being used. After
evaluating there market situation various useful suggestion is made to make business more
profitable in coming times. The need to cut down there prices of product as they are little at
higher side. Because in some nation, it is difficult to grab maximum customer because they are
more prices sensitive. The overall project is delivering positive outcomes for the company.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Environmental analysis..........................................................................................................1
Current marketing strategies...................................................................................................3
Ansoff matrix .........................................................................................................................4
USP analysis...........................................................................................................................4
Performance of the company:.................................................................................................4
Analysis of competitive advantage.........................................................................................5
PART 2............................................................................................................................................6
Product rationale and specification........................................................................................6
BCG matrix of Ferrero group.................................................................................................8
STP (Segmentation, Targeting and positioning)....................................................................9
Marketing objectives and goals............................................................................................11
Feature and benefits of a new products: ..............................................................................12
Recommendation and use of effective marketing strategies................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing strategy is a systematic game plan through which company can introduce their
products in the market. The strategies of Ferrero group contains value proposition, key marketing
messages, information about target customers and other aspects. It informs the marketing plan
which is a document that lays various types and timing of market activities. In short, it is an
action plan that is designed to promote and sell products and services into various destinations.
This project explains about various strategies those are used by Ferrero group in order to increase
their productivity as well as growth (Andres Coca-Stefaniak, Parker and Rees, 2010). It consists
of marketing audit of current market strategies and position regarding their products that are
available in the market. Evaluation of brand competitive edge with other competitors are
analysed effectively. Determination target segment, objectives and benefits of new products are
examine under this. Overall, analysis is presented by providing recommendations that can help in
attaining the future profit and sustainability for company.
PART 1
Environmental analysis
Market is a place where there is gathering of people for the purchase and sale of
provision and other products. The demand of customers varies according to their tastes and
preferences. In order to cope up with their particular needs, company makes well organised
strategies according to the demand of customers. A marketing strategy grows out of Ferrero
group's value proposition. It can help them to gain competitive advantages over competitors that
are selling the same kind of products. The demand of chocolates is seen in almost every age
group such as children and young people. The market share of chocolates is high as compared to
other confectionery items.
According to its durability, confectionery market can be divided into various categories
such as chocolates, sugar, gum cereal bars and other items. Major part of raw material is used in
the formulation of chocolates i.e. cocoa and sugar (Bosomworth, 2015). It has been seen in the
UK that manufacturers use better components as it is an easier way to rising nation will have an
effect on growth of confectionery market. Marketing research report on chocolate confectionery
sector consists of market audit, industry analysis and total size of data. But in order to introduce
new product into the same segment, Ferrero needs to conduct effective environmental analysis so
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that they can go with current requirements of customer’s tastes which are demanded by them. In
order to analyse the current situation, well organised environmental analysis is required to be
done. It is a process to determine all external and internal components that are affecting the
business. Analysis entails assessing various opportunities and threats that are presented with the
business. As, market changes continuously every times and at the same time taste and need of
customers are also varies (Shankar, Carpenter and Farley, 2012). These factors can help in
controlling all those effects which are affecting the business growth.
PESTLE analysis of Ferrero group
As it has been identified that Ferrero is one of the world’s well recognised confectionery
brands which is consists of production, distribution and marketing of chocolates related
commodities. It has been notified that Ferrero is having more than 38 operating companies at
international level which are connected directly or indirectly with 14 factories at the global level.
It can be recommended that company is generating global entity with turnover in access of
$9,142.9 million. There are about 21600 people that are currently working in this company. In
order to evaluate environment analysis of Ferrero follows aspects are explain underneath:
Socio-cultural: It has been observed that change is an effective indicator that helps in
increasing the market share of chocolates (Mohaghar and et. al., 2012). As, its is core business
of ferrero group is related in chocolate business. It has been predicted that more than 54% is the
target of company to provide products to its customers. It has been seen that any improvement
that are taking place at external department of Ferrero that could impact on the new strategies.
Like for example, if the birth rate fall, expectancy will be enhance. Because of this, huge demand
on confectionery items will increase for middle level customers. While, if the birth rate will
increase it assume that demand of chocolates can maximum in young people. In some situation,
fashion can be the other aspects that can change people taste and there mind set.
Technological: As technology is making huge impacts on every possible segment of the
business. Such as operations, supply chain management and distribution that are aimed at
incurring cost efficiency for the company. With the help of internet, innovation and creativity in
large variety of chocolates can be gained. In the current market trend manufacturing is more
high. It is all because of high technology machines and equipment. It will also help factories to
change high quality of production. Internet is a perfect place to sell various products such as
confectionery items (Borland and Lindgreen, 2013).
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Current marketing strategies
Comparison of marketing mix
MARKETING MIX FERRERO Group CADBURY
Product It is associated with production
of unique products taste mix
with hazelnut and other essential
ingredients that can enhance the
essence of chocolates like
Nutella, Ferrero Rocher, kinder
Joy and tic-tac etc.
It is related with the production of
various chocolates products such as
Dairy milk, 5 star, Eclairs, perk and
gems. These are one of the finest
product which are manufactured by
this company.
Price The presence of their products
are at international level. People
can easily get it from there near
store, malls and other shops.
It is more common for every buyer
because they can find it from
everywhere. It is easily available to
local as well as global market.
Place The presence of there products
are in international level. People
can easily get from near store,
malls and other shops.
It is more common for every buyer
because they can find it from every
where. It is easily available to local
as well as global market.
Promotion They connect with customer by
the way of utilised media and
TV or parts such as sponsorship
partners.
They used to do both below and
above the line promotions. It can
be done through newspaper and
hoarding, etc.
People There are various skilled people
are working with this company
in order to deliver more
effective outcomes for them.
All people those are directly or
indirectly impact the sensed value
of product and services that
consists of workers skills and
employees attitudes.
Process It has been seen that deliver of
products are more often done
It is associated with total amount of
cost customer is ready to pay for
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with customer presence. the products are determine under
this.
Physical evidence Every intelligent aspects those
are related with customers are
included under this process.
It is the material part of a service. It
does not have any physical
attributes to a service so customer
tends to trust on product evidence.
Ansoff matrix
Penetration: It is situation in which marketers tries to sell the current product to its
present customers. It can be attain through multiple ways. Like for example: changing pricing or
by including some minor feature into latest brand of chocolates.
Product Development: Ferrero rocher implemented chocolates chips and crunch bite in
their outlets in order to achieve its current customers. Most of whom were becoming more health
conscious. As they are exactly opposite of Ferrero products.
Market development: Introducing existing goods in various marketplace is perhaps one
of the crucial used planning to exact full advantages of a successful project.
Diversification: It is kind of situation in which market introduces completely new
products to a entirely new market. According to demand and taste of customers Ferrero company
has decided to shift there business into various parts of the nation.
USP analysis
A unique selling proposition can make business stand out from the total population.
Developing a USP starts with selecting targeting audience. According to mention company
which is operating in chocolates sector so there target customers will be all age group people. It
will be helpful in order to pull out one or two things that can make organisation more effective
(Lusch and Webster Jr, 2011). It can be determine through preparing a complete list of
competitors those are operating in same business. It would be effective in marketing strategy
formulation in order to identify demand of customers.
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Performance of the company:
The Ferrero group presented its consolidated financial statements as on year ended 31st
August,2016 with a turnover of 10.3 billion Euro. They are generated an essential increase in
sales. They are continuing to boost investment in its brand value and maintain wide level of
operating income as well as internal department. The Net sale of finished goods were seen great
increase. The company is making sufficient amount of expansion of its production capacity with
total investment around 631m. Ferrero is the leading confectioner with a well effective share of
5% behind Mondelez, Mars and Nestle (Zeriti and et. al., 2014). Profitability rate of the company
is more efficient in recent time as compare to previous year.
List of products manufactured by Frrero are as under:
 Mon cheri
 Rocher
 Pocket coffee
 kuccschen
 Raffaello
 Giotto
 Rondnoir
Competitors vs Rogers chocolates
Products Quality Pricing Packaging
Godiva below higher Modern
Bernard Callebaut high High Superior
Lindt Less then 50% Minimum Mid range
Purdy's Lower Low Very good
Analysis of competitive advantage
To have a competitive advantages, a company need to have efficient and effective
business system that can separate them from other competitors. As in 2015, it has been seen that
Ferrero is one of the fastest growing company in chocolates segment in the world. The have the
total net sale of 10911 m. Its product differentiation is more close to impressive. It has been seen
that Ferrero has purchased Oltan Group which is the worlds largest hazelnut producers.
However, they are securing their future competitive advantage and make proper measure for its
production from last few decades. They are directly or indirectly associated with their
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positioning and market share. The wide size of Ferrero group can be the competitive benefits
because they are available at any near shops, supermarket and departmental store in the market
which they are operated. It is very traditionally based company so they tried to make attractive
products in order to increase their brand image.
They are having a sustainable competitive advantage is that they are one of top most five
more secretive companies in chocolates business. The quality of product manufacturing is more
hardly known to anyone. There are various engineers those are responsible for making product
design and develop their own machine for developing chocolates.
Table: 1 Showing growth performance of various products
Products Company 2016 2017
Ferrero Rocher Ferrero Ltd 15.51 16.21
Kitkat Nestle company 7.67 7.69
Snickers Mars foods Inc 3.86 4.12
Cadbury's Daily Milk Cadbury Singapore Pvt Ltd 2.85 2.92
F errero R oc h er K itk a t S n ic k ers C a d b u ry 's D a ily
Milk
0
5
1 0
1 5
2 0
2 5
3 0
3 5
1 5 .5 1
7 .6 7 3 .8 6 2 .8 5
1 6 .2 1
7 .6 9
4 .1 2 2 .9 2
C o lu m n c h a rt
Pro d u c t g ro w th ra te
2 0 1 7 2 0 1 6
From the above chart, it has been seen that Ferrero company is having more sufficient
and effective growth potential as compare to other products. They are getting great chance of
gaining competitive advantages over other products of the company.
Brand awareness: According to the implementation of new chocolates into the market in
order to increase revenue and market share of the company. This can only be possible through
providing more attractive cover of rapper. Such as it was mention in the Kinder Joy chocolates.
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PART 2
Product rationale and specification
Owing to a huge market industry expertise and knowledge of this particular business.
They are delivering more delicious and attractive feature products to its customers. In accordance
with the well set standards of FMCG sector, this array is a processed through using perfect
ingredients (Nobre and Silva, 2014). Also, they are responsible for offering several packing
options for wide range of products to there customers. It consists of following features such as:
 Rich Aroma: They are offering good essence of aroma in chocolates product those are
being offered by Ferrero to its customers.
 Optimum freshness: The main aim of company is to provide more fresh ingredients into
the product so that they can last for long time.
 Pure: The manufacture need to keep in mind that product must be pure and of best quality
so that it would be beneficial for them.
Anatomy of the brand: Kinder Bueno
Ferrero is dealing in wide range of products and Kinder is one of them. Generally, they
used to target children (Ferrell and et. al., 2010). Because, they are more interested in having
such kind of things. Likewise, they used to demand those products after seeing ads on TV.
 Target: They are mostly used to deliver these products to adults. They used to have these
product at many time whether in morning and evening. The target is to attract more kids
as they are more attracted and habitual to eat maximum chocolates.
 Assets: It is easy to determine Kinder Bueno by its two cream nuts bars, coated with
chocolates and wrapped up in a white and red message.
 Heritage: Kinder Bueno is known as kinder brand, basically, German belongs to have it.
Ferrero is the world leader on chocolates confectionery market in super and hyper
markets. The core market of this particular company is the children and youth those belongs to
7yr and 30yr old. Some products are basically, made after targeting families and sharing
moments.
According the current situation in the market. The company has decided to launch a new
product into the market. It would be associated with the combination of chocolates and chips. As,
it has been observe that plenty of other products are already present in the market. It is difficult
to get complete new ideas that can meet out customer needs and wants. By looking every
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aspects of market trend it has decided to introduce complete new product that can help in
increasing goodwill for the company.
New product name: Choco chips biscuits
Target market: Such kind of products are offer to kids among the age group of 5 to 10 those are
more interested in biscuits. They are responsible for consuming maximum products.
Location: It is available to supermarkets, malls and other grocery stores.
Cost: The best suitable prices that can be affordable to every customers. It would be 2 to 5
pound.
With the implementation of new packaging of chocolates chips
BCG matrix of Ferrero group
The BCG techniques can help in order to analyse the product portfolio of Ferrero group
which is shown underneath:
Illustration 1: BCG matrix for Chocolate
(Source: BCG martrix, 2010)
Cash cow: There are few products that tends to offer huge deal of financial strength to a
company which is termed as cash cow (Laroche, 2010). These products have been high acting
products in the previous year and have gained huge market share over the time. The Ferrero
segment has been a cash cow for the company in recent past as customer had huge demand for
chocolates. But it has shifted toward growth. With the implementation of new choco chips
biscuits they can increase there market share and profitability can be enhance.
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Star: Those product which are having growth potential of the industry and have good
market share has great chance of future benefits in the form of sales and revenue. Ferrero had
been able to incur a great deal of financial income from its chocolates segment. Because of new
product they can improve there segment. It is one of the important aspects that can help them to
enhance the productivity of an organization.
Question mark: With high profit generating from sale of their products there are some
goods that are not being a sources of capital stability for a firm. Under this, firm divide those
products which are not generating sufficient amount of profitability (Harris and Rae, 2010).
Investing resources in this product can be more helpful for the company's in order to incur high
market share. It has been seen that in order to protect the other products they need to take few
decision by introducing new products into the market.
Dogs: It is said to be declining stage, in this products those are consuming organisational
resources but are not able to generate more return on investment. On of the main reason, price of
chocolates are more higher than from other chocolates company.
STP(Segmentation, Targeting and positioning)
Market segmentation is perfect marketing strategies that consists of various subset of
consumers, businesses or nation those are having more common needs, interest and priorities. It
is basically based on business situation, existing and potential customers requirement. The group
is divided into small sub units based on some specific characterised. One of the main aspects of
doing segmentation is that it provide useful information to match the buyer things with there
requirements. In accordance with the segmentation of choco chips biscuits, it is crucial for
Ferrero to initially analyse the market. It is done in order to determine viability or whether they
can make any profit for the company in coming time. There are various ways through which
segmentation can be done. Such as:
 Geographic segmentation: It is categories into market on the basis of geography. Such
types of segmentation is essential for marketers as customers are associated with different
region and have their own requirements. Like example: In case of chocolates business
they need to provide products in every parts of geographical areas. There products is
commonly found more in developed and developing countries. It can be available in
supermarkets and departmental stores not very less in convenient store and common
shops. This brings us perfect solution which is perfect for developed neighbourhoods.
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 Demographic Segmentation: It is related with division of market on the basis of
customers age, gender, family size, income and race or rationality etc (Wensley, 2010).
The new product would be launch according to this segmentation so that every customer
should get equal advantages at the same time. It is more effective segmentation which
every marketers need to use for there products. Starting with age, they have decided that
the age range of child is must be from 4 to 12 years. Age group below to 8 onwards kids
starts with experimenting with various bands and basically get hooked on to ferrero
rocher. It aims at middle and higher level of group can have option to increase demand of
chocolates.
 Psychological Segmentation: Owing to the nature of business within ferrero functions. Its
main objectives is to develop special chocolates that can draw the attention of people in
more quick time. Under this, psychological aspects can be determine individually. It is
done in order to meet out the demand of customers. The new choco chips biscuits can
easily help them to fulfil there related demand and taste. For this purpose they use to
positioned there products in very narrow marketplace. Those people who think that
Ferrero Rocher is in strain with plenty of their responsibility and those who have a
positive believe to some socio-cultural status in life. Their lifestyle tend to change
towards psychological require and wants at the time backed by purchasing power.
 Behavioural segmentation: It is based on segmentation of customers as on there attitude,
usage, choice and decision-making etc. Such kind of market is more attractive and crucial
for the company in order to launch their product. They believe that product knowledge
and its effective usage can affect the purchasing decision of an individual. Loyalty to the
positive brand keeps customers in near closeness to a ferrero rocher at every times. With
the sweet milky taste of chocolates it indicate that attitude segmentation cannot get
affected.
Targeting: It is important for the company to look for there correct target group that can
easily buy products of the company. According to the introduction of new choco chips biscuits,
the best market would be kids and young people as they are more habitually towards having new
taste. The new products can help them to attain maximum benefits to them.
Web page: The company require to make attractive web page that can show chocolates
picture in more beautiful and effective manner.
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Advertising: There are various mode those are use for promoting chocolates in front of
customers. The ads must be shown on cartoon channel as because most of the children use to
watch them on an regular basis.
Positioning: It is define as one of the crucial aspects that can help the company to
provide there new product according to the demand of the customers. With effective positioning
they can develop positive image in the mind of different people. The choco chips biscuits can be
available in the flavour of vanilla and strawberry. The company need to target only Kids as they
are more attracted towards chocolates segment. Design of chocolates can be so effective is that
by observing there attractiveness it will be sold in more easily in the market.
Pricing strategies:
According to increase large number of children toward there products there are plenty of
pricing strategies that can help in increasing growth and suitability base in the marketplace.
In order to target children the Ferrero company need to adopt skimming pricing strategy
which help them in attaining profit as well as attracting large number of customers especially
children. In this providing strategy company should first charge high prices on there choco chips
biscuit product and later on decrease the price in order to retain customers with the company's
product.
Marketing objectives and goals
These are primary set of goals which are set by Ferrero group in order to promote new
choco chips biscuits to potential customers that should be attained within a specific period of
time.
Objectives can be made keep marketing strategies as prime aspects for the company. The
primary purpose of introducing new products is to increase market share and profitability for the
Ferrero company. With the implementation of new choco chips biscuits they can attain there
long and short term business aims. It is essential for Ferrero groups to make appropriated
objectives that can help them in generating maximum profitability. They demand to be
consistence with general aims and objectives for the business. The role of marketing managers to
unit together in order to take necessary decision-making regarding success of chocolates
business.
The company is trying to increase its market position with using innovative thinking
there business. Products those are manufactured by Ferrero groups are at higher range because of
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their quality. For betterment of company's performances its is essential for them to use SMART
marketing approach that can be design for generating efficient campaigns. Typical marketing
operations consists various types within a larger business organization. It consists of market
research, development of planning and different promotional tools which can be helpful in
generating more effective outcomes form the company. An effective objectives consists of smart
techniques such as:
 Specific: It is associated with exact requirements of customers from the company. It is
more appropriate and simple in order to meet out its demand.
 Measurable: Every objectives those are set by Ferrero group is need to be quantifiable.
 Accurate: The strategies which are made is need to be more accurate so that chances of
getting failure can be less (Baker and Saren, 2016).
 Reliable: It is important for every business organisation to use more reliable techniques
and decision that can benefit them for long time.
 Timely: Every project which are going by the company is needed to be completed on
time so that chances of getting suitable outcomes can be more.
Situational analysis: It is known as more simple overviews of a company present
situation. It consists of companies internal strength those are affecting the profitability of an
organisation. It is more useful in determining competitive advantages for Ferrero group.
Target audience: It is key components that are related with determining target audience
for chocolates product. Under this, managers used to set primary objectives to provide products
to those customers that can easily ready to buy. It varies according to the preferences and taste of
customers that are alter on a regular basis. All of this can enable the company to expand there
business into new segment.
Outline of marketing strategies: It is known as one of the effective measure that carries
various crucial information about products. It consists of research information and several steps
that can help in attaining growth in future.
Set a budget: It has been found that every successful business has to have a well
organised marketing budgets. But in order to expand or operate it more effective manner they
require necessary capital. Without proper allocation of capital no any business can perform their
operations in effective manner.
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Feature and benefits of a new products:
The distinction among the term is an essential concept in developing and marketing a
product and services of Ferrero company. Every product those are manufactured by an company
is based on certain characterised which can help them in attain future aims and objectives. The
new choco chips biscuits can help them to gain extra advantage in near future in the form of
profitability. This will help the company to enhance market position and stable there expenses
that are incur by the company on daily basis. Some of them are:
 It consists of new taste that can help plenty of kids and young people to buy more on a
continuous basis.
 Each product carries some unique feature that separate them from other. The design of
choco chips can attract maximum children toward there products.
 The aroma and taste are more effective included into this new product so that it will
increase the capacity of customers to buy the products.
 This product minimum costs that can make different from other product those are offer
by other company's.
All the above feature are need to be inside every product so that company can plan there
future targets in more effective manner.
Benefits of new products:
Developing any new product is more challenging for any company whether they are
operating at small or large scale (What are the benefits of the new product development process,
2017). Delivering products as per the requirements of an organisation is more crucial. Some
effective advantages to the company are:
 Attention: New choco chips biscuits can generate maximum attention of customers with
its attractive features and quality (Berthon and et. al., 2012). It will help the company to
present there products in knowledge of many people.
 Increase revenue: Another important benefits of new product is generation of revenue to
the company. It is totally depend upon decision taken by Ferrero Group to deliver best
quality and taste in every bite of chocolates.
 Enhance reputation: If company is lunching a product first time in the market they need
to look for market growth. If all aspects are work according to the plan then chances of
getting good results are more.
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Recommendation and use of effective marketing strategies
After making proper analysis of Kinder Joy chocolates product which is made for only
children. It has been suggested that company need to make it more economical as they are
charging high price for them. They can also provide attractive coupons and strikers with the
purchase of two packs. The company need to follow its marketing mix in more effective manner.
The price and promotion techniques should be focused more as compare to other aspects. They
need to communicate with customer about their demand through conducts a well organised
research survey. It can be more beneficial for them to collected useful data in order to enhance
the productivity of there business.
CONCLUSION
From the above project report, it has been concluded that marketing strategies is more
crucial part of any business organisation. As, it consists of various effective information about
Ferrero Group. This project had discussed environment analysis for product with PESTLE
analysis. The Marketing mix is explain in more effective manner and they are useful in attaining
competitive advantages for the company. Product rationality and its specification is also examine
under this project. The financial performance is discussed effectively. The overall performance
of the company is positive and they are implementing marketing strategies in more systematic
manner in order to attain growth and future sustainability.
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