Hulayyil Alanazi Katelyn Bello Brynn Christensen Garrett Harris Kayla Mogensen
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Hulayyil Alanazi Katelyn Bello Brynn Christensen Garrett Harris Kayla Mogensen
● Founder: Michele Ferrero, 1946
New Product
Marketing Environment
Competitors and Competing Products
● Jif’s Hazelnut Spread● Hershey’s Hazelnut Spread● World Market Hazelnut Vanilla
Spread● Goya Double Hazelnut Spread● Safeway Select Hazelnut Spread
Legal & Social Issues and Segmentation● Nutella as a “healthy part of
your breakfast” and “fuel the day”
● Lawsuit for this
● Nutella Squeeze modification:○ Still a breakfast condiment○ don’t specifically say “it is healthy”
Target Market:
● Families
● College Students
● Bakers, Decorators
Setting the Price
■ Nutella already holds about 70 percent of the market share of chocolate spreads in the U.S
■ we want to make the product fit better into our daily lifestyle.
Brand (13 oz) Nutella Squeeze
Hershey’s JIF Great Value Reese's Justin's Chocolate
NutellaJar
Price $3.48 $2.25 $2.09 $2.88 $2.98 $2.97 $3.48
Penetration Pricing Strategy
● Look to competitor’s prices and compare
● Look to consumer
○ Value vs affordability
Reducing the Price
● Going green
● Make materials
recyclable
Place
Store Display
● U.S.
● Canada
● Australia
● New Zealand
#NUTELLASTORIES
Promotion
● Platforms will include
○ two separate public relations events
○ a spokesperson
○ advertisements on social media sites
○ personal sales team to contact potential customers directly.
To promote this new line of Nutella squeeze bottles
Ferrero will use several different platforms.
Introducing Nutella Squeeze!
An easier way to get enjoy
your favorite spread!
Facebook Ad
Personal Selling
Spokesperson: Ivanka Trump
Public Relations Event: Breakfast Tour
Public Relations Event: Grocery Store Visits
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