Marketing Mix Nutella
Nutella is a brand of hazelnut spread created in 1964 in Italy, in the Piedmont region known for its hazelnut production. Since then, the brand has experienced exceptional growth and is now a reference worldwide. Read more details in this Marketing Mix Nutella post.
The Nutella brand belongs to the famous Italian agri-food group Ferrero. Founded in 1946 in Italy, Ferrero specializes in industrial confectionery with flagship products. It includes Kinder, Ferrero Rocher, or Tic Tac. Having become the leader in the spread market, Nutella has attracted many consumer segments of all ages and social categories worldwide.
Marketing Mix Nutella
Strategic Analysis 2023 – Nutella
Product
Nutella useses cocoa, hazelnuts, sugar, palm oil, milk, whey and emulsifiers to make their products. It was initially the brand’s only product, with only the size of the pot varying. For example, limited-edition seasonal packaging is available for the end-of-year holidays.
Snack-Type Products | Supplemented the Nutella Brand’s Offer:
The Nutella & Go! Snack was developed in 2003 and is described as “a fun and practical snack”. The brand chose to play on the principle of a portion of Nutella spread to take away, which can be eaten with breadsticks.
Biscuits with Nutella biscuits and Nutella B-ready have been very successful since 2019. These products demonstrate the brand’s ability to renew and expand its range, which is an exciting growth driver for Nutella.
Therefore, Nutella has developed a coherent range of relatively limited products that nevertheless meet several needs: the classic Nutella spread for the home and a collection of snacks to take with you everywhere.
Price | Marketing Mix Nutella
Because of their overall higher price than competing products, Nutella products are positioned as premium products. The brand seeks to emphasize the quality of the ingredients and the recipe. Naturally, it is reflected in the prices charged. However, they are less expensive than some high-end spreads, sold in smaller quantities and at a higher price, with more natural compositions. Nutella products remain accessible to the greatest number of people; they are everyday consumer products. In addition, Nutella practices decreasing prices depending on the capacity. For example, Nutella products cost between 7 and 10 euros per kilo depending on the capacity, compared to the Nocciolata spread (without palm oil), which costs around 15 euros per kilo.
Place – Distribution
Nutella products are very widely avaiable. You can find in all food stores (hypermarkets, supermarkets, even the smallest convenience stores), as well as on all online food purchasing platforms. Acoording to Marketing Mix Nutella in wiselancer website, the Nutella products are also availble in snack points of sale, gas stations, newsagents, vending machines, train stations and airports, etc. you can get in bars, cafes, and restaurants, as well as in many derivative products and recipes (Nutella desserts, Nutella ice creams, etc.). Therefore, the brand is visible and accessible, positioning it as a brand for consumers’ everyday lives and can accompany them everywhere. Local and global distribution make it an international and essential brand.
Promotion
Traditionally, Nutella relied heavily on television advertising campaigns, which conveyed the image of an essential and family product appreciated by all generations. Nutella has also taken advantage of the digital shift by being very active on social networks. The brand has 1.5 million subscribers on Instagram and publishes fun and educational posts (recipes, tips). Nutella also relies on discount coupons and major promotional campaigns, which encourage consumers to buy products with a significant mass effect that contributes to the brand’s notoriety and visibility. This is the end of Marketing Mix Nutella. We hope that you like our efforts. Please share your comments and spread the knowledge and love.
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