None of us can refuse an irresistible Nutella spread sandwich, can we? And surely, we all have felt that pull towards savoring that one more Ferrero Rocher on Diwali, right?
The Italian brand Ferrero has made sure to brighten festive seasons, homes and our breakfasts with all their offerings over the years, leaving every moment delectably memorable.
Let’s check how Ferrero is a classic example of a global brand that understands its audiences well.
Background in brief
The story of Ferrero begins in the small town of Doglioni, North-western Italy, with Pietro Ferrero, the man behind the iconic Ferrero brand who started a pastry shop in 1923.
However, it was his son Michele who took this family-owned business and made it into a leading global brand. And after him, the business is now helmed by his son Giovanni Ferrero, who is Italy’s richest man with an estimated net worth of $39.5 billion.
Products offered by Ferrero
The branded chocolate and confectionary brand is renowned in the world for its unmatched quality and unforgettable taste. With over 35 brands sold over 170 countries, the company is one of the world’s largest sweet-packaged food companies.
From the iconic Ferrero Rocher to the appealing Kinder range, from the indulgent Nutella to the refreshing TicTacs, Ferrero offers a plethora of exciting options catering to people of all ages.
How Ferrero targets its Audience
With so many popular varieties of chocolates and confectionary items made by Ferrero, it is interesting to note, that their products are marketed to different consumer segments.
For example, Nutella, termed as the best hazelnut spread, is positioned as a must-have in every fridge. It is primarily used in breakfast, snacks, sandwiches and even in desserts, catering to all ages from kids to the older generations in a family.
The egg-shaped chocolate confectionery Kinder Joy found its target audience in kids, with its appealing shape and concept. It offers a chocolate treat along with attractive mini-toys, a combination that interests kids. Its USP is a combination of a chocolate, a toy and the element of surprise.
The celebrated Ferrero Rocher was a market disruptor. It created a different category for premium chocolates especially so in India, with its then competitor being Cadbury
Celebrations. With an enticing packaging and a feel of opulence, the round laddoo- shaped chocolate is even today sold as mass luxury, often used for gifting.
TicTacs, the colorful mout-hfreshner candies are sold in a variety of variants. It is marketed to people of all ages, as a gentle refreshing mouth freshener, irrespective of wherever and whoever you are with. With innovative campaigns like the #TicTacLife or ‘Mouth Fresh, Mood Refresh’, TicTacs were a trailblazer that created an INR 10 price point in the market, selling the product in innovative packaging.
Conclusion
While many companies selling multiple products market their brands differently, Ferrero is a leading example of how they are doing this with all of their star brands, over the years.
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