Ferrero

THE BEGINNING IN ALBA AND THE

FOLLOWING YEARS

ELYAS BENAAZOUZ
YOUSES LAMAALLEM
 Where does the name Ferrero come from?

In 1946 Pietro Ferrero created a hazelnut

and cocoa cream that he thought could
be spread on bread, and called it "pasta
gianduja".

The product was a great success and

Ferrero moved from artisanal to
industrial production, creating the new
company that bears his name.
The Ferrero Group brings joy to people around the world with its much-loved
treats. Founded in 1946 in Alba, a picturesque town in the north of Italy, by
brothers Pietro and Giovanni Ferrero, the Ferrero Group is now one of the world’s
largest sweet-packaged food companies with more than 35 much-loved brands
such as Kinder, Nutella, Ferrero Rocher, and Tic Tac, sold in more than 170
countries.

A family history

With more than 35,000 “Ferrerians” globally, the Ferrero culture is rooted in strong
family values and dedication to quality, excellence and respect for the environment
and the communities in which we work.
 Evolution of Ferrero's logos
The first Ferrero logo from During the 1950s, In 1964, the logo changed again;
1946 shows a replica of the Ferrero's production grew this time to reflect the continued
founder's signature and the and diversified. growth of the company and the
Gianduja, the typical Giandujot was no longer arrival of many successful new
Piedmontese mask, which the main product, so it no products, including the globally
also gave the name to the longer made sense to recognised Nutella.1964, the logo
first product: Giandujot. continue to associate the changed again; this time to reflect
brand with the the continued growth of the
Piedmontese mask. company and the arrival of many
successful new products, including
the globally recognised Nutella.
 Ferrero's slogans
The Ferrero company has used various slogans over the years, depending on the
product and the market in which it is promoted. Some of Ferrero's best known
slogans are:

 "Make someone's day a little better with Ferrero Rocher“

 "Share a unique joy with Kinder“

 "Open a Tic Tac and unleash the freshness“

 "Nutella, enjoy the taste“

 "Ferrero, make every day special“

These slogans seek to highlight the quality, taste, joy and unique experience associated
with Ferrero products, encouraging consumers to enjoy them and share them with their
loved ones.
 Types of products and services offered by
ferrero
The Ferrero company is a global confectionery and food products company
offering a wide range of products and services, some of which include:

Chocolates:

Sweets and candies:

Bread spreads:

Catering services and catering for special events: Ferrero Events, which specialises
in creating unique gastronomic experiences for events and parties.
 Types of ferrero customers
• Consumers: are the people who buy and consume Ferrero products, such as
chocolates, sweets, bread spreads and other confectionery products. These
consumers can be children and adults of all ages, and are the basis of Ferrero's
business.

• Buyers: these are the people who purchase Ferrero products for sale in shops,
supermarkets and other outlets. These buyers are typically retailers, wholesalers
and distributors who purchase large quantities of Ferrero products for resale.
• Users: are the people who use Ferrero's services, such as catering services and
catering for special events. These users can be event organisers, companies or
individuals who contract Ferrero for the provision of food and beverages for
special events, parties and meetings.

Each of these types of customers has different needs and expectations, and Ferrero
works to meet these needs and offer products and services of high quality and value
to each of them.
 Ferrero's brand value and philosophy
Ferrero's brand value is based on quality, innovation and consumer experience.
Ferrero strives to create products of high quality and exceptional taste, using
carefully selected ingredients and advanced manufacturing processes.

Ferrero's philosophy is based on respect, responsibility, quality and passion.

The company believes in respecting its employees, customers, suppliers and
the communities in which it operates, and in protecting the environment.

Quality is a core value for Ferrero, which strives to offer the highest quality
products in every category in which it competes. Passion is another important
Ferrero value, reflected in its dedication to excellence and its focus on
customer satisfaction.

Ferrero's philosophy is based on respect, responsibility, quality and passion.

The company believes in respecting its employees, customers, suppliers and
the communities in which it operates, and in protecting the environment.
 Ferrero's corporate social responsibility

Corporate social
responsibility (CSR) is a core
value for Ferrero, and the
company is committed to
acting ethically and
responsibly in all its
operations. Ferrero has
implemented a number of
initiatives and programmes to
promote sustainability, social
well-being and environmental
responsibility. Some of the
main aspects of Ferrero's CSR
are:
Ferrero's corporate social responsibility
 Sustainability: Ferrero is committed to reducing its environmental
impact in all its operations. The company has set ambitious targets
to reduce its carbon footprint, increase energy efficiency, reduce
waste and promote sustainable agriculture.
 Quality and Innovation: Ferrero strives to offer high quality and
innovative products, using high quality ingredients and advanced
manufacturing processes. The company has also established research
and development programmes to improve its products and find more
sustainable solutions.
 Social responsibility: Ferrero is committed to being a socially
responsible company and to supporting the local communities
in which it operates. The company has launched several
programmes to promote education, social welfare and
sustainable development.
 Ethics and transparency:
Ferrero has an ethical and
transparent code of conduct
that sets standards for business
Ferrero's corporate conduct. The company is
social responsibility committed to acting with
integrity and transparency in all
its operations and to complying
with all applicable laws and
regulations.
 How does Ferrero deal with equality,
integration, foundations and green washing?
Equality: Ferrero is committed to promoting gender equality and diversity
throughout its operations and has established policies and programmes to
ensure equal opportunity and treatment for all employees.

Integration: Ferrero believes in the integration and inclusion of all people and
communities.

Foundations: Ferrero has established several foundations and programmes to

promote education, social welfare, sustainable development and the preservation of
cultural heritage.

Green washing: Ferrero is committed to reducing its environmental impact and

has implemented programmes and projects to improve sustainability
throughout its operations.
 Advertising, marketing and
communication of Ferrero
Ferrero is a global confectionery company that uses a variety of advertising,
marketing, and communication strategies to promote its popular brands.
The company's advertising campaigns focus on the premium quality and
indulgent nature of its products
Marketing strategies include partnering with influencers, running promotions
and giveaways, and focusing on in-store displays.

Ferrero also prioritizes communication with its consumers, using social media to
share updates and maintain a positive brand image, as well as emphasizing its
commitment to sustainability and ethical practices.

Overall, Ferrero's strategies are designed to promote its premium quality products,
engage with its target audience, and maintain a positive brand image.
Organization chart of the company
CHAIRMAN

MANAGING
DIRECTOR

BUILDING DIVISION FINANCE DIRECTOR CIVIL DIVISION

GENERAL MANAGER GENERAL MANAGER

CHIEF ACCOUNTANT
BUILDING DIVISION CIVIL DIVISION

FORNITURE SENIOR QUANTITY ADMINISTRATIVE WORKSHOP

BRANCH MANAGER BRANCH MANAGER
DIVISION SURVEYOR SUPERVISOR DIVISION

QUANTITY CLERK
HEAD CARPENTERS SITE MANAGER SITE MANAGER PLANT MANAGER
SURVEYORS

CARPENTERS SITE SUPERVISOR SITE SUPERVISOR MECHANICS

STORE KEEPER STORE KEEPER

WORKMEN WORKMEN

FOREMAN FOREMAN

HEADMAN HEADMAN

WORKMEN WORKMEN
 What does ferrero convey with its
communications?
Quality
and
Pleasure and
excellence
happiness

Innovation

Sustainability
 Ferrero's buildings
Ferrero is a global company with several buildings in different parts of the world. Most of the buildings owned by Ferrero
are production plants, offices, research and development centres, logistics centres and warehouses.

Some of Ferrero's best known and most emblematic buildings are:

Ferrero's headquarters, located in
the city of Alba, Italy. The
headquarters is a complex of
buildings that houses the
executive management, the head
office, the research and
development centre and a
chocolate production plant.
The Nutella production plant in
France, located in the town of
Villers-Écalles. This building is
an important production
facility for the popular hazelnut
and cocoa cream Nutella.
The Tic Tac production plant
in Mexico, located in the
city of Guadalajara. This
building is an important
production facility for the
popular Tic Tac candies.