Professional Documents
Culture Documents
A
Indulge in Layers of
Delights
Presented by: Faiz Zihuna
Contents
Introduction of Confectionary
Civilisation of Confectionary
Brand Portfolio
New Products
Strategic Planning
Mission
Core Values
Principles
Code of Business Conducts
Code of Ethics
Contents
Orgnizational Structure
Leadership Style
Ferrero Value-Chain
Corporate Responsibility
Resech and Development
Marketing Mix
SWOT Analysis
PESTLE Analysis
Competitve Analysis
Financials
Theory
Recommendation
Personal reflection
(Olver, 2014)
(Olver, 2014)
Ferrero sought to develop new products to overcome the short supply of many
traditional pastry ingredients, and particularly cacao, during the period. By the end of
the war, Ferrero's efforts had paid off with a new frosting-like spread that combined
roasted hazelnuts with cocoa butter and vegetable oil. Ferrero called his new paste
"pasta gianduja," which he began selling in 1946.
(Referenceforbusiness.com,
2014)
1942
Pietro Ferrero begins to fulfil his dream of selling
fine chocolates to the masses by opening his
laboratory in Alba. Some of his first products are
made with base ingredients of hazelnut and cocoa.
(Ferrerorocherusa.com, 2014)
1946
Ferrero begins industrial production and is
recognized as an official company by the Italian
Department of Commerce.
(Ferrerorocherusa.com, 2014)
1950 - 1970
Ferrero develops a wide variety of confections that are
sold first in Italy and other European countries, then to
other countries throughout the world. Among the brands
that are launched in this period are Nutella hazelnut
spread, Kinder chocolates and Tic Tac mints.
(Ferrerorocherusa.com, 2014)
1982
The Ferrero Rocher brand is launched and is sold in
various European countries. Ferrero Rocher grows in
popularity throughout the decade as the brand becomes
known for its distinctive gold foil wrapper, unique premium
packaging and high quality hazelnut chocolates.
The introduction of Ferrero Rocher
point for Ferrero.
1985
Ferrero Rocher chocolates are first distributed regionally in the United States.
1988
Ferrero Rocher chocolates are launched nationally in the United States. Over
the next several years the brand grows into a premium chocolate category
leader.
The second Tipping point for Ferrero
(Ferrerorocherusa.com, 2014)
2000 - 2006
Rocher continues to attract new consumers nationwide
with its high quality premium image and "Fine Hazelnut
Chocolates." In 2001, the Ferrero Prestige brand is launched
in the US to introduce a wider assortment of Ferrero
confections to a growing premium chocolate category.
(Ferrerorocherusa.com, 2014)
2007
After more than seven years of perfecting the dark
chocolate recipe, Ferrero launches Ferrero Rondnoir dark
chocolates in the US. Ferrero Prestige confections are relaunched with two new delectable flavors in addition to
Rocher chocolates, Rondnoir dark chocolates and Ferrero
Garden Coconut confections.
(Ferrerorocherusa.com, 2014)
2008
Ferrero Prestige becomes Ferrero Collection, however, the
successful flavor mix remains unchanged. Ferrero Collection
combines the savory array of rich, sumptuous and creamy
confections of Rocher chocolates, Rondnoir dark
chocolates and Ferrero Garden Coconut confections the
ultimate treat for your senses.
(Ferrerorocherusa.com, 2014)
Kinder was
Founded in Alba
created 60 years
in 1944
ago.
Introduced
in
The first version
Success
factors
1989.
of what would
- Quality
ingredients,
Unique
becomeand
the
trusted
name,
small
delicate
taste.
revolutionary
in size
that
is perfect
Whole
almond
invention
of theis
forplunged
children.into a
century.
delicious
creamy
Success factors:
filling and recipe
- Inimitable
enclosed
a
- its
genuineinand
crispy selected
shell,
carefully
covered in flakes
ingredients
of coconut.
Introduced in
1974.
1982.
1956.
By combining
Today
it's
Marks
the the a
chocolate
egg,
world
leader
its
beginning
of in a
surprise,
and
a
toy
category.
Ferrero
history in
30 world
billion
eggs
Success
factors:
the
of
boxed
have been
sold all
Refined
packaging,
chocolates.
over the factors:
world
ground-breaking
Success
with
more
than
advertising
- The
recipe
8,000
campaigns
andofits
- Thedifferent
choice
surprises
innovative shape
colour
- The name
(Ferrero.com, 2014)
Mission
Our mission has been the passion for excellence
and reliability of our products
Core values
High quality, crafted precision, product freshness,
careful selection of the finest raw materials,
respect and consideration for our customers
(Ferrero.com, 2014)
Principles
Loyalty and Trust
Respect and Responsibility
Integrity and Sobriety
Passion for Research and Innovation
Work, Create, Donate
(Ferrero.com, 2014)
Respect
and Responsibility
Support the protection of human dignity, as well as the
absolute and unconditional respect of human rights,
wherever the Ferrero Group companies operate.
(Ferrero.com, 2014)
(Ferrero.com, 2014)
(Ferrero.com, 2014)
Code of Ethics
The Ferrero Code of Ethics, in force since January 1, 2010,
is intended to serve the following purposes:
To identify the guiding principles for the resources that operate
in the Company and for the Company;
To define the fundamental obligations that the Company
assumes with its associates and vice-versa;
To state the Company position with regard to its stakeholders.
(Ferrero.com, 2014)
Organizational Structure
(Ferrerocareers.com, 2014)
Management
Senior Controller
(Tine D.)
Planning Manager
(Salvador M.M)
Logistic Manager
(Dave V.)
(Selma C.F)
(Detlef L.)
Area Manager
(Matthieu L.)
(Ferrero.com, 2014)
Leadership
Control of the company has always remained in the hands of the
Ferrero family.
After the death of the older Pietro Ferrero, his brother, Giovanni,
took over before passing control to Michele, the son of the founder
and the father of the younger Pietro.
(Ferrero.com, 2014)
Women in workforce
Ferrero Value-Chain
Corporate responsibilities
(Ferrero.com, 2014)
Corporate responsibilities
(Ferrero.com, 2014)
Corporate responsibilities
(Ferrero.com, 2014)
Marketing Mix
Product
Raw
cocoa
quality
productquality.
guarantees
chocolate
Marketing Mix
Price and Place
Premium Pricing strategy
Supermarkets, Malls, Grocery stores
Company owned outlets/counters
Marketing Mix
Promotion
Excellence, Style and Expertise
Word of mouth
Television, print ads and Social medias
SWOT Analysis
SWOT Analysis
PESTLE ANALYSIS
PESTLE ANALYSIS
Current trend of snacking:
Technological
Social
& has
Environmental
Snacking
become a major
of
new
trend, due to the changing Development
technology and innovation
eating habits of consumers.
leads to opportunity for new
Health-consciousness:
The
products and markets.
increasing health and wellness
trend may limit the growth As consumers become ever
more demanding, innovation
potential.
is crucial to market share.
Adverse
weather
or
tree
disease can shrink supply of
Cocoa.
Increasing concern for CSR calls
for company to be more
responsible.
Financials
The Ferrero Group financial statements for the year
ended 31 August 2013 indicates a turnover of 8.1
billion Euros up 5.6% over the previous period with a
total of 7,670 million Euros.
There was an increase in operating income, with a
profit before tax of 795 million Euros, the result for the
year decreased by 9.5% over the previous year,
because of a drop in financial results due to the
adverse effects of exchange rate fluctuations.
(Ferrero.com, 2014)
Financials
Financial improvement due to dynamic growth attained in the new
markets:
Ferrero product sales confirmed and in some cases even improved over the
outstanding results recorded in 2012 in Asia, Russia, the U.S., Australia,
Canada, Brazil and Argentina. Sales rose strongly in Mexico and Turkey,
where new production plants came on stream in the course of the year.
(Ferrero.com, 2014)
(Ferrero.com, 2014)
Recommendations
Asia has the worlds booming economies. Ferrero should promote their
products more in Asia markets especially in China and India which
has an emerging upper middle class which will amount to half of the
worlds population.
Localize the advertisements and promotions, Ferrero should look in
to the culture, values, norms and trends of the markets which they cater
and then design the adverts and promotions.
The market which Ferrero caters is relatively inelastic to the price. They
should try to increase the prices and improve the profits.
Ferrero can use price differentiation in the markets by increasing prices in the
markets which has high purchasing power.
(Ferrero.com, 2014)
Personal reflection
Importance of family and keeping the values we learnt from
them.
Being successful in the long run requires the considerations
of all the parties involved in the business.
As a company contributing to society and nature increases
value of the company as people will develop more trust with
the company.
Creating a strong premium brand requires the constant
research and development and understanding of the
customer requirements.
(Ferrero.com, 2014)
References
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Thank you!