Principles of Marketing Management

4000 Word Report Assignment

Module leader:
Dr Nektarios Tzempelikos

Prepared by:
SID:

December 2023
Marketing Environment Analysis of Ferrero Rocher

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Table of Contents
Introduction ..................................................................................................................... 4

1. A Brief History of Ferrero Rocher ................................................................................ 6

2. Results and Analysis of the Internal Environment of the Firm ..................................... 8

2.1 Results and Analysis Based on McKinsey 7S Models............................................... 9

2.2 Results and Analysis Based on VRIN Model ........................................................... 11

3. Results and Analysis of the External Environment of the Firm .................................. 14

3.1 PESTEL Results...................................................................................................... 14

3.2 Porter Five Forces Results ...................................................................................... 16

3.3 SWOT Results......................................................................................................... 18

4. New Product Recommendation: Ferrero Rocher Premium Gift Sets......................... 19

4.1 Product Description ................................................................................................. 19

4.2 Marketing Activities for Eclat Prestige Collection..................................................... 20

4.2.1 Target Market and Segmentation for Ferrero Rocher's Eclat Prestige Collection 20

4.2.2 Launch and Implement a Multimedia Marketing Campaign .................................. 21

5. Conclusion ................................................................................................................ 22

References .................................................................................................................... 24

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Introduction
The chocolate sector in the United Kingdom (UK) has experienced significant growth and
transformation in recent years (Chrystal, 2013; Konstantas et al., 2018). Due to its strong
consumer base and inclination for pleasure, the UK has become a thriving market for a
wide range of chocolate brands. This sector comprises a wide range of products,
including chocolate bars, truffles, pralines, and numerous confectionery items. The
increasing desire for superior and exclusive chocolates can be ascribed to changing
consumer inclinations, cultural practises of gift-giving, and celebratory events.

Notwithstanding economic difficulties, the chocolate business in the UK has maintained

a steady expansion in recent years. The durability of these brands can be attributed to
their implementation of innovative strategies, diversity of products, and effective
marketing campaigns. The sector has experienced a positive trajectory due to the
increased popularity of luxury and artisanal chocolates, as well as a growing focus on
ethical and sustainable sourcing. The UK chocolate sector shows good future possibilities
due to a robust demand outlook and the continuous evolution of consumer habits.

In the very competitive UK chocolate sector, both multinational corporations and local
businesses vigorously vie for a portion of the market (Ramli, 2017).Nestlé, Mars,
Mondelez International, Lindt & Sprüngli, and Ferrero Group are prominent companies in
the business, having successfully established themselves as well-known brands. By
capitalising on their brand reputation, product quality, and wide-reaching distribution
networks, these enterprises effectively meet the varied interests of UK consumers.
Among these major brands, Ferrero Rocher holds a dominant position in the industry.
The brand is well-known for its opulent golden packaging and offers a selection of high-
quality chocolate goods that have gained appeal among consumers in the UK. The
brand's large market share can be attributed to its renowned reputation for excellence,
meticulous craftsmanship, and the use of premium ingredients.

This report seeks to analyse the commercial potential of Ferrero Rocher in the UK
chocolate sector. The research will provide a thorough examination of the brand's internal
and external contexts, revealing its strengths, flaws, opportunities, and threats.

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The analysis will offer significant insights into Ferrero Rocher's future growth and
competitive strategies by analysing the brand's existing position and market dynamics.
In order to conduct a comprehensive assessment, the report is organised into three
sections. The initial segment shows the results of an investigation of the internal
environment, with a particular emphasis on the brand's internal strengths, shortcomings,
and core capabilities. The second section provides an overview of the findings from the
examination of the external environment, including market trends, the competitive
landscape, and the opportunities and dangers that Ferrero Rocher is currently
experiencing. The final section of the report summarises the findings and offers
suggestions for the firm's future course, pinpointing critical measures to improve market
position and guarantee long-term success.

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1. A Brief History of Ferrero Rocher
Ferrero Rocher stands as a distinguished brand within the esteemed Ferrero Group,
recognized for its exceptional performance and commitment to excellence. As a flagship
brand, Ferrero Rocher has not only demonstrated robust organic growth but has also
significantly contributed to the continuous expansion of the Ferrero Group's global
footprint. This expansion is not limited to existing product categories; Ferrero Rocher's
strategic initiatives have paved the way for the brand to explore and enter new product
realms..

Ferrero Rocher, a renowned chocolatier and confectionery company, has a fascinating

history that originates in the delightful town of Alba, Italy. Founded in 1946 by the
innovative Pietro Ferrero, the company originated from a strong desire to create
outstanding chocolate goods that would bring happiness and pleasure to customers all
over the globe.

In a pivotal moment in 1982, Michele Ferrero, the son of Pietro, initiated a new age of
chocolate advancement by launching Ferrero Rocher. This exquisite creation was
intricately designed to provide a luxurious and delicious pleasure, showcasing tiers of
crunchy wafer, smooth chocolate, and a complete roasted hazelnut at its centre. Ferrero
Rocher's appearance, adorned with a beautiful golden wrapper, reflected the promise of
a rich encounter.

Ferrero Rocher's launch was an enormous success, quickly capturing the attention of
chocolate lovers all over the world. Ferrero Rocher's exquisite combination of textures
and flavours, along with its sophisticated packaging, has established it as a highly
desirable option for special events, gift-giving, and personal enjoyment. Over time,
Ferrero Rocher broadened its range by introducing different sizes and assortments to
meet the varied interests and occasions of consumers. In 2015, Ferrero Rocher entered
the British market by purchasing the prestigious chocolatier Thorntons for $170 million,
which was their first acquisition of a well-known brand. In March 2018, Ferrero achieved
a key milestone by acquiring Nestlé's U.S. candy business for $2.8 billion. This move
further strengthened Ferrero's presence worldwide (Kirsch, 2018).

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Ferrero Rocher's dedication to innovation persisted, as they introduced novel flavours
and varieties, including dark chocolate and coconut-filled alternatives, in order to
captivate a continuously growing consumer base. Ferrero has garnered a reputation as
the top employer in 17 nations, drawing in highly skilled experts and aspiring individuals,
as noted by Murcia et al. (2021). Currently, Ferrero Rocher is a highly regarded and
desirable brand that captivates chocolate lovers in more than 140 countries spanning five
continents (Ferrero, 2018). The company has expanded its range of products to include
further esteemed chocolate brands such as Nutella, Kinder, and Tic Tac, solidifying its
position as a steadfast presence in the confectionery sector. Ferrero remains a leader in
chocolate innovation by consistently investing in its well-known brands and improving its
internal research and development procedures (Ferrero, 2018).

Ferrero Rocher adheres to a set of core values that include loyalty, trust, respect,
responsibility, integrity, moderation, passion for quality, research, and innovation, as well
as a spirit of entrepreneurship and a commitment to work, donate, and create, in order to
“create unique products, develop innovative research and production processes, and use
our technologies."

In addition to its delicious products, Ferrero Rocher has a strong dedication to

sustainability and social responsibility. Ferrero endeavours to have a beneficial influence
on the environment and communities by using sustainably sourced ingredients and
implementing eco-friendly packaging measures. Ferrero Rocher's delicious chocolates
continue to enchant the world, while also establishing a heritage of excellence, innovation,
and a sincere commitment to make a positive impact.

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2. Results and Analysis of the Internal Environment of the Firm
Performing an Internal Analysis is a crucial endeavour for organisations aiming to
understand the complex dynamics of their internal components. This process entails a
thorough assessment of an organization's resources, assets, traits, competences,
capabilities, and competitive advantages. Rothaermel (2021) highlights that Internal
Analysis provides insight into an organization's strengths and shortcomings regarding its
competencies, resources, and competitive advantages. The main goal of an Internal
Analysis is to identify and assess a company's strengths and weaknesses in respect to
its competencies, resources, and competitive advantages.

Organisations utilise a range of methods to analyse and assess their internal environment
when navigating the intricate terrain of Internal Analysis. These tools offer systematic
methods to evaluate various elements of the internal environment, allowing organisations
to obtain valuable insights into their competitive standing and pinpoint areas that need
enhancement. The SWOT Analysis, VRIO Analysis, and McKinsey 7S Framework are
notable tools for analysing the complexities of an organisation (Madai et al., 2020).

In order to assess the intrinsic strengths and shortcomings of Ferrero Rocher, this Internal
Analysis utilises the VRIN (Valuable, Rare, Inimitable, Non-substitutable) model and the
McKinsey 7S Models. These frameworks act as tools that help us analyse and
comprehend the internal workings of Ferrero Rocher. They provide us with valuable
information about the unique skills, resources, and competitive advantages that influence
the company's organisational structure. The following sections of this analysis show and
explain the results obtained from several analytical viewpoints, providing a detailed
comprehension of Ferrero Rocher's internal dynamics.

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2.1 Results and Analysis Based on McKinsey 7S Models
The 7S model, which was first developed by Waterman, Peters, and Phillips in 1980 and
then improved by Peters and Waterman in 1982, is a robust framework that provides a
resource-based perspective on an organization's strategic assets. This model precisely
outlines seven interconnected factors that collectively contribute to an organization's
capacity to accomplish its strategic objectives.

The components—Strategy, Structure, Systems, Style (management style), Staff, Skills,

and Shared values (culture)—comprise an all-encompassing range of organisational
dynamics.

The first three aspects of the 7S model—Strategy, Structure, and Systems—comprise the
concrete triad that serves as the foundation of a company's strategic architecture.
Strategy defines the plan that directs the organization's path, while Structure relates to
the organisational framework and hierarchy. Systems encompass the procedural and
technological procedures that support operational efficiency. These factors are commonly
considered "difficult" since they are more measurable and controllable by organisational
leadership.

On the other hand, the four remaining parts - Style (management style), Staff, Skills, and
Shared values - make up the intangible quartet, which encompasses qualities that are
more difficult to handle directly and are not easily measurable. The style of leadership
and management inside the organisation reflects its ethos and necessitates a subtle
approach to shape it. The staff represents the human resources, focusing on the makeup,
drive, and abilities of the employees. Skills are the specific qualities and expertise that
are inherent in an organisation, defining its distinct characteristics. Shared values, which
are part of the organisational culture, are the collective beliefs, principles, and
conventions that unite the organisational community. Leadership has a crucial role in
cultivating the soft aspects, which are inherently ethereal and subtle. According to Watson
(1982), leadership is crucial for influencing the Style, Staff, Skills, and Shared values, as
opposed to just managing them. Effectively managing these factors necessitates a deep
comprehension of the organisational culture, skillful management approach, and strategic
integration of human resources with the overarching goals.

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The 7S model goes beyond being a theoretical concept; it acts as a real tool for
organisational leaders to understand and enhance the several complex aspects that
together define their strategic resources. The 7S model continues to be a significant tool
for organisations as they manage the challenges of transformation. It offers insights into
the complex interaction between tangible and intangible variables that influence their
future.

The assessment results are displayed in table 1 below, providing a comprehensive

overview of Ferrero Rocher's position in relation to the essential dimensions of the 7S
model. The evaluation of each dimension is conducted using a scale ranging from 1 to
10, which allows for the identification of the organization's strengths and areas that could
be improved. The main success criteria provided here offer concrete data that supports
the assessment in each area. They reveal the strategic components that contribute to
Ferrero Rocher's organisational performance.

Table 1 - 7S model Assessment of Ferrero Rocher

Dimensions Assessment Key Success Factors ( Evidences from
Scale (1-10) Ferrero Rocher
Strategy 8 • The goals of achieving sustainability
through supply chain integration are
clearly delineated and effectively
conveyed to all employees and
stakeholders.
Structure 9 • Greater departmental cooperation;
• A flatter organisational structure.
• A hybrid organisation that combines
decentralisation and centralization
Systems 8 • Clear and well-defined processes in place
to guarantee efficient management of
corporate operations and the absence of
disagreements or conflicts.
• Depending on the nature of their duties
and obligations, each departments have
unique controls and safeguards in place.
Share values 7 • fosters a supportive and innovative
organisational structure through the
definition and communication of core
values

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 • promotes innovation and creativity by
granting teams and individuals autonomy
for development
Style 8 • . A participative leadership style fosters
cooperation and internal collaboration
among departments, systems, teams, and
employees.

Staff 7 • An adequate staffing level throughout its

worldwide business activities.
• A methodical procedure that unifies all
other departments in order to detect
possible vacancies or deficiencies in skills.
Skill • selected on the basis of their qualifications
and merit
• Routine training and seminars, both
internally and externally facilitated, offer a
platform for employee growth and
development.

2.2 Results and Analysis Based on VRIN Model

Barney (1991) introduced the VRIN framework, which outlines the essential attributes that
resources must possess to confer a competitive advantage. According to this framework,
resources must be valuable, rare, imperfectly imitable, and not substitutable to have the
potential for creating a sustainable competitive advantage. The value of such resources
lies in their capacity to neutralize threats and enable companies to capitalize on emerging
opportunities in the business environment (Talaja, 2012). This framework serves as a
valuable tool for companies to discern the characteristics that render their resources
relevant, thereby providing a competitive edge. The result of this analysis is presented on
table 2 below.

Table 2 VRIN Model Assessment Result

Resources Assessment Outcome
Value Rare Immutabl Non-
e Substitut
able

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 Brand image Y N Y N Temporary
competitive
advantage
Relationship with suppliers Y N Y N Temporary
competitive
advantage
Propensity for innovation Y Y Y Y sustained competitive
advantage
Ability to raise capital Y N N Y Competitive parity

International presence Y N N Y Competitive parity

Quality product offering Y Y Y Y sustained competitive

advantage
Marketing communications Y N N Y Competitive parity

Distribution channels Y N Y N Temporary

competitive
advantage
Competitive pricing Y N N Y Competitive parity

Customer experience Y N Y N Temporary

competitive
advantage
Technological integration Y N Y N Temporary
and advancement competitive
advantage
Employee training Y N Y N Temporary
competitive
advantage
Investment in research and Y N N Y Competitive parity
development
Organizational culture Y N N Y Competitive parity

Leadership Style Y Y Y Y sustained competitive

advantage
Y = Yes N= No

As shown on Table 2, the VRIN Analysis of Ferrero Rocher encompassed a

comprehensive evaluation of 15 key firm resources. Each resource was assessed based
on its value, rarity, immutability, and non-substitutability, providing a nuanced
understanding of the company's competitive landscape. Ferrero Rocher exhibits a diverse
profile of competitive advantages across its resources:

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 • Sustained Competitive Advantage: The analysis reveals that Ferrero enjoys
sustained competitive advantage in three critical areas. These resources possess
enduring qualities that contribute significantly to the company's long-term success.
• Temporary Competitive Advantage: In six areas, Ferrero experiences a temporary
competitive advantage. While these resources confer a certain level of advantage,
their sustainability may be limited over time.
• Competitive Parity: Additionally, Ferrero operates in six areas where its resources
are classified as having competitive parity. These resources provide a baseline
level of competitiveness but lack the sustained qualities identified by the VRIN
framework.

Overall, resources identified with sustained competitive advantage represent crucial

assets for Ferrero. These areas can be leveraged strategically to fortify the company's
long-term market position and maintain a distinct edge over competitors.

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3. Results and Analysis of the External Environment of the Firm
External Environment Analysis is a strategic management procedure that entails
assessing and understanding the external variables and forces that impact an
organization's operations, as well as the opportunities and risks it faces (Paurova and
Gregova, 2020; Shtal et al., 2018). These external influences have a substantial influence
on the company's performance, competitiveness, and decision-making processes.
Various tools are frequently employed to evaluate the external environment of an
organisation. These techniques offer systematic frameworks for examining the diverse
external elements and pressures that influence business operations (Hitt et al., 2014).
Nevertheless, both PESTEL analysis and Porter's Five Forces analysis were employed.
The next sections will provide and analyse the results obtained from the tests conducted,
offering insights into the external elements that affect Ferrero Rocher's business
environment.

3.1 PESTEL Results

PESTEL is a marketing theory that analyses the complex interaction of political,
economic, social, technological, environmental, and legal external elements that
influence and affect an organisation (Rothaermel, 2021; Fosher, 2018). By employing
the framework of this exhaustive analysis, organisations are able to strategically navigate
the ever-changing external environment and adjust their approaches to correspond with
dominant forces. A summary of the test results is provided in Table 3.

Table 3: PESTEL Analysis of Ferrero Rocher

Factors Assessment Key Impact on Ferrero
Rocher
Political 1. The strong political Stable political
structures and institutions environments globally
support growth and have facilitated Ferrero
development Rocher's international
2. Favorable tax policies operations, minimizing
within EU members political risks.
3. Sound Competition
regulations that protects
EU member countries and
businesses

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Economic 1. A moderate inflation rate Economic dynamics
2. A moderate interest rate influence pricing
3. Higher consumer spending strategies and consumer
trends purchasing power,
4. projection of growth of the affecting market
industry competitiveness.
Social 1. There is a rise in health Adaptation to changing
consciousness globally. social trends ensures
2. Global demand across age alignment with consumer
groups expectations and market
demand.
Technological 1. Innovations are enabling Technological
the chocolate industry to advancements optimize
embrace more production and supply
environmentally friendly chain operations,
packaging. ensuring
2. The digitalization of the competitiveness.
supply chain has
enhanced efficiency and
brought about
transformative changes in
the supply chain.
3. Enhance the output of
production
Legal 1. Guidelines pertaining to Compliance with legal
the presence of impurities requirements is essential
in food and organic goods. for seamless international
2. Legal disputes arising from business operations.
the presence of counterfeit
products in the market.

Environment 1. Chocolate production is

typically linked to a
detrimental carbon imprint.
2. Increasing global
temperatures can impact
cocoa plant yield.
3. Chocolate wrappers and
packaging are held
responsible for causing
environmental
contamination.

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The findings of the external environment analysis suggest that Ferrero Rocher operates
within a dynamic business environment that is affected by a range of external influences.
Ferrero Rocher may achieve success in the global chocolate and confectionery market
by utilising its advantages, resolving possible risks, and taking advantage of favourable
circumstances to stay ahead of competitors and maintain its position.

3.2 Porter Five Forces Results

The Five dynamics Model, developed by Michael E. Porter, is a comprehensive
framework that succinctly outlines the competitive dynamics in five crucial aspects of the
whole market (Porter, 1980). Porter's model comprehensively addresses both horizontal
and vertical competition, effectively capturing the complex dynamics of the market. The
forces encompass three elements of horizontal competition: the potential for substitute
products or services, the presence of current rivals, and the possibility of new entrants.
In addition, it takes into account two factors related to vertical competition: the suppliers'
bargaining strength and the customers' bargaining power (Porter, 2008). A summary of
the test results is provided in Table 4 below.

The Five Forces Model research provides insightful information about Ferrero Rocher's
competitive environment, as Table 4 illustrates. The organisation is confronted with a
significant threat from well-established competitors, underscoring the imperative for
ongoing innovation. Nevertheless, the minimal risk of new competitors entering the
market and the limited bargaining strength of suppliers offer certain strategic benefits.
The significant influence that customers have in negotiations highlights the necessity of
sustaining brand loyalty and ensuring customer happiness.

Table 4: 5 Forces Analysis of Ferrero Rocher

Forces Assessment Key Impact on Ferrero
Rocher
Rivalry among Intense competition
Existing 1. Tough competition from necessitates continuous
Competitors Mars, Nestle, Cadbury, Meiji Co innovation and
and other companies. differentiation.

High
Threat of New 1. There is a significant prevalence High entry barriers,
Entrants of well-established brands such including brand reputation
and capital requirements.

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 as Mars, Nestle, Cadbury,
Hershey, and others.
2. Any emerging trend or product Low
that provides a healthier
alternative might be considered
a new entrant. However, these
new entrants typically require
significant financial investment
and may struggle to compete
with established industry
leaders that benefit from
economies of scale.
Bargaining 1. Investing in a sustainable supply Strong relationships and
Power of chain and researching backward integration
Suppliers alternative raw materials. reduce supplier power.
2. Because the Supply Chain
heavily relies on procuring raw
materials from farmers and the
developing sector, Ferrero has Low
significant control over the terms
and conditions. This ensures
that there are no threats from
suppliers or forward integration.
Bargaining 1. Ferrero dominates a significant High brand loyalty mitigates
Power of portion of the market, giving it customer bargaining power
customers access to a big customer base to some extent.
that is spread across the globe.
However, any dispute
surrounding its product could
attract the attention of the media
and regulatory agencies, Moderate to High
thereby impacting the
company's current competitive
position.
2. The clients do not consider price
sensitivity to be highly
significant. However, the
presence of expanding
competitors offering the same
product may impact brand
loyalty.
Threat of 1. Cereal bars and fruit bars are Limited substitutes for
Substitute emerging alternatives that pose premium chocolates
Products or a potential danger as mitigate the threat.
Services substitutes.
2. Obesity has become a growing
concern, exacerbated by the Moderate
COVID-19 pandemic, as there
has been a significant shift in
the lifestyle and consumption
habits of individuals.

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 3. To maintain the consumer base,
it is important to focus on
product differentiation in order to
address the growing prevalence
of diabetes and allergies.

3.3 SWOT Results

The SWOT analysis is a valuable tool in understanding the internal strengths and
weaknesses of a product or brand, as well as the external opportunities and threats it
faces in the market (Namugenyi et al., 2019). It helps in identifying key areas of focus and
developing strategies to maximize strengths, overcome weaknesses, capitalize on
opportunities, and mitigate threats. The results of this analysis is summarized on table 5
below.

Table 5 SWOT Result

Strengths: Weaknesses

1. Brand Reputation and Heritage 1. Premium Pricing

2. Product Innovation and Diversification 2. Dependency on Seasonal and
3. Global Presence and Distribution Occasional Sales
Network
4. Quality Ingredients and
Craftsmanship

Opportunities Threats

1. Global Expansion in Emerging 1. Intense Competition in the Premium

Markets Segment
2. Health and Wellness Trends 2. Fluctuations in Raw Material Prices
3. Eco-Friendly and Sustainable 3. Changing Consumer Preferences
Practices

As shown on the table, the SWOT analysis of Ferrero Rocher reveals a strong foundation
based on innovation, worldwide presence, and brand strength. Sustained growth will
depend on addressing weaknesses and seizing opportunities, while continuous resilience
in the competitive confectionary market is ensured by successfully minimising threats.

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4. New Product Recommendation: Ferrero Rocher Premium Gift Sets
After conducting a thorough examination of Ferrero Rocher's external surroundings
through the PESTEL analysis, VRIN (VRIM) framework, and the Five Forces Model and
the SWOT analysis, a strategic suggestion arises to launch a new product. Considering
the favourable political conditions worldwide that have supported Ferrero Rocher's global
operations and reduced political uncertainties, along with economic factors like currency
fluctuations and consumer income levels that affect pricing and market positioning, it is
advisable to develop a new product targeting high-end market segments. Ferrero Rocher
can capitalise on its brand reputation and attract a profitable market segment by focusing
on consumers with higher disposable incomes and a preference for indulgence. Also,
taking into account the increasing emphasis on sustainability and the need to adhere to
diverse global regulations and standards, the new product should align with eco-friendly
practices and comply with relevant sustainability regulations. By showcasing Ferrero
Rocher's commitment to sustainability, the company can appeal to environmentally
conscious consumers and enhance its brand image.

4.1 Product Description

This collection showcases a balanced combination of Ferrero Rocher chocolates, offering
a luxurious fusion of various tastes, dimensions, and unique packaging.

Collection Highlights

• Exquisite Assortment: Immerse in the world of luxury with a thoughtfully

curated assortment of Ferrero Rocher chocolates, each a masterpiece of
flavor and texture. From classic hazelnut to innovative combinations, every
piece is a testament to artisanal craftsmanship.

• Varied Sizes: The Opulent Confectionery Ensembles offer a spectrum of

sizes, catering to different occasions and preferences. Whether an intimate
gesture or a grand celebration, Ferrero Rocher ensures the perfect size to
suit every moment.

• Exclusive Packaging: Unveil a world of sophistication with exclusive and

artistically designed packaging that enhances the visual appeal of each gift

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 set. The golden touch and intricate detailing elevate the gifting experience
to new heights.

Suggested Name for the Collection: Ferrero Rocher Eclat Prestige Collection

• The word "Eclat Prestige" embodies the exceptional brilliance and esteemed
reputation that is closely linked to Ferrero Rocher. The term "Eclat" represents
the brilliance and radiance of each chocolate, while "Prestige" indicates the
exceptional and prestigious quality of this extraordinary assortment.

Value Proposition for Ferrero Rocher's Eclat Prestige Collection

The Eclat Prestige Collection by Ferrero Rocher offers a unique and exquisite chocolate
experience that combines superior taste, sustainable sourcing, and a touch of luxury.
Key Elements of the Value Proposition:

i. Exquisite Flavor Mastery

ii. Varied Sizes for Every Moment
iii. Exclusive Packaging Elegance
iv. Captivating Gift Option

4.2 Marketing Activities for Eclat Prestige Collection

To effectively promote and position the Eclat Prestige Collection, Ferrero Rocher should
implement a comprehensive marketing strategy that encompasses various activities.
Below the various marketing activities are discussed.

4.2.1 Target Market and Segmentation for Ferrero Rocher's Eclat Prestige
Collection
The Eclat Prestige Collection by Ferrero Rocher targets a specific segment of consumers
who appreciate premium, luxurious chocolates and prioritize superior taste, sustainability,
and indulgence. The following highlights the features of the target market.

• Individuals who appreciate and seek the finest things in life.

• Those with a discerning taste for premium chocolates and a penchant for
opulence.

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 • Adults aged 25 and above.
• Established professionals and individuals with a higher disposable income
• High-income individuals and households.
• Those with the financial capacity to indulge in luxury confectionery.
• Those who appreciate luxury experiences and seek premium products for gifting
and personal indulgence.
• Those who value sophistication, elegance, and the prestige associated with
exclusive offerings.
• Metropolitan areas with a higher concentration of affluent individuals.

4.2.2 Launch and Implement a Multimedia Marketing Campaign

In order to effectively reach the target market, launching and executing a multimedia
marketing campaign for the Eclat Prestige Collection requires a planned strategy that
makes use of many channels and platforms. The all-encompassing multimedia marketing
campaign has the objective of creating excitement, involving the intended audience, and
maintaining interest in Ferrero Rocher's Eclat Prestige Collection. Through the
integration of diverse online and offline platforms, Ferrero Rocher can attain a more
extensive audience reach, stimulate demand for the Eclat Prestige Collection, and
cultivate brand recognition. Here is a compilation of the several marketing initiatives that
constitute this campaign.

1. Pre-launch Teaser Campaign:

Purpose: Create a sense of excitement and interest prior to the official release.

Activities:

• Posting cryptic messages and stories on social media to create anticipation for the
impending "Eclat Prestige Collection."
• Countdown timers are available on the official website and many social media
channels.
• Exclusive preview films offering privileged access to the creative process of the
collection.

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2. Launching Event (Unveiling Day):

Goal: Develop a remarkable and influential launch event.

Activities:

• Organize a virtual or actual launch event showcasing notable influencers,

celebrities, or renowned chefs.
• Streaming live content on several social media channels to reach a worldwide
audience.
• The collection will be revealed through a visually captivating presentation,
showcasing the unique packaging and flavours.

3. Engaging with digital platforms:

Goal: Enhance digital presence and interaction.

Activities:

• Creating captivating social media postings using interactive elements, such as

polls, quizzes, and challenges.
• Engaging in partnerships with influencers and food bloggers to conduct reviews
and tastings.
• Customer-driven content initiatives promoting the sharing of customers' Eclat
Prestige experiences.

5. Conclusion

The thorough examination of Ferrero Rocher and its strategic placement within the
Ferrero Group demonstrates a brand that is widely recognised for its exceptional quality
in the confectionery sector. Ferrero Rocher has achieved global recognition and
consumer loyalty by effectively navigating the competitive market, thanks to its rich
heritage focused on quality, craftsmanship, and innovation.

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The brand's notable attributes, including as a rich brand legacy, ongoing product
advancements, and a strong worldwide footprint, establish it as a prominent contender in
the high-end chocolate industry. Nevertheless, obstacles such as higher prices and
reliance on specific seasons highlight the necessity for strategic adjustment to changing
consumer patterns.

The forward-thinking strategy of Ferrero Rocher is seen in its commitment to

sustainability, health-conscious trends, and worldwide expansion potential. Ferrero
Rocher's promising future is guaranteed by its capacity to exploit emerging possibilities
and tackle potential risks, in addition to the strategic vision of the Ferrero Group. The firm
is launching the Eclat Prestige Collection with a multimedia marketing campaign, with the
goal of not only captivating the senses but also redefining luxury in the confectionary
industry.

Ferrero Rocher's steadfast commitment to excellence, along with strategic measures,

positions it for long-term expansion and ongoing triumph in satisfying consumers
worldwide.

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References
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Fosher, H. (2018) Understanding the Marketing and Management of trails using PESTEL
Analysis (Doctoral dissertation, University of New Hampshire).

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