HTTP://PAKISTANMBA.JIMDO.

COM FOR DOWNLOADING THIS REPORT AND FOR MORE PROJECTS, ASSIGNMENTS, REPORTS ON MARKETING, MANAGEMENT, ECONOMICS MARKETING MANAGEMENT, ACCOUNTING, HUMAN RESOURCE, ORGANIZATIONAL BEHAVIOR, FINANCIAL MANAGEMENT COST ACCOUNTING VISIT HTTP://PAKISTANMBA.JIMDO.COM

FERRERO INDIA
(Redefinition of Marketing Strategy)
Nupur Khanna Pallab Roy Pankaj Giri Parshant Mittal Parul Patawari Pooja Sharma

MIB-I semester

Ferrero: An Introduction
Ferrero is company founded in 1946 in Alba. Originally from pastry shop, today Ferrero International is the worlds fourthlargest companies in the confectionery Market : 16 plants & 36 commercial companies all around the world. 20,000 employees. 35,000 crores of turnover in 2006. A wide & complex portfolio of products,including mainly: chocolate spread, candies, pralines, bakery, chocolate snack eggs with surprise, cold tea & chilled chocolate products. The original Ferrero philosophy was based on a few simple principles:

Use only the highest-quality ingredients. Be unique! Never copy anyone else, then Manufacture with the most modern technology.

Ferrero in Europe & in India

The European confectionery industries are very competitive, heterogeneous and highly fragmented markets with some major

players leading the industry in nearly all countries involved in this business meeting. About two third of the entire market is satisfied by the top ten western European confectionary companies (67%).The five largest Western European countries including the UK, Germany, France, Italy and Spain alone account for 74% of the total Western European confectionery market leaving only a share of 26% which is spread across the remaining European countries. Chocolate products clearly dominate the confectionery scene followed by sugar confectionery, chocolate outlines and chewing gum as shows the table below: -

Segment distribution

Varieties of Products available in Europe: - There is a wide range of products available in European confectionery market like Ferrero Prestige, Happy Hippo, Kinder Surprise, Giotto, Kinder Bueno, Tic Tac, Nutella, Ferrero Rocher and more. The

market leaders in Europe are Cadbury, Nestle, Perfetti Van Melle and Ferrero. Ferrero entered India in 2006 with 4 products of its range: NUTELLA : the world famous chocolate spread; FERRERO ROCHER: pralines; combination of creamy milky chocolate, whole roasted hazelnut & crispy wafer; TIC TAC: small candies of different flavours; KINDER JOY:chocolate snack egg with surprise inside.

Segment wise distribution of Indian confectionery market

325, 11% 350, 12% 250, 9% 2000, 68%

MINT/CHEWING GUMS CHOCOLATES BARS CHOCOLATES COUNT SUGAR BOILED CONFECTIONERY

Indian confectionery market is expanding like never before as the local subsidiaries of global confectionery majors like Cadbury, Perfetti Van Melle, Lotte and Wrigleys are swinging in to action with new marketing strategies backed by investment to grab largest share of Indian confectionery market.

Salient features of Indian confectionery markets:

The size of Indian confectionery market is growing at the rate of 15 to 20 % annually. About seventy percent of confectionery market is based in the urban areas. Mainly sugar-boiled confectionery products dominate Indian market. The small shopkeepers play an important role in the distribution of products. Availability of cheap labor. More liberal policies of govt. to allow FDI in India as compared to previous years. The Indian market is scattered into small areas, lack of infrastructure causes complexities in distribution and transportation.

Issues faced by Ferrero in India: Target market: Urban middle-high class people should be
targeted because of the purchasing power this population possesses. These people know about different brands and are demand a superior product. Moreover, they have a sense of taste as well and they would like to use Ferrero products as a status symbol in different occasions like Valentines Day, Mothers Day, Rakshya Bandhan, Holi, Deewali and many more.

FOR COMPLETE REPORT AND DOWNLOADING VISIT

HTTP://PAKISTANMBA.JIMDO.COM