Chapter 16 - Advertising, Public Relations, and Sales promotion.

Today, it is hard for an ordinary person not to spend one day without looking at some billboard, magazine or TV advertisements. If you can spend a day without looking at it, you can probably hear it, most probably on the radio and internet. For an marketer, it is really hard to get someone's attention these days, and Ferrero certainly does that. Ferrero does business with some of the greatest media companies in the world. As of January 1st 2013, Ferrero hired Omnicom Media Group to do advertisements  in markets including U.S., the U.K., Australia and Russia. Ferrero has also worked with several media agencies and holding companies  around the world, including Dentsu's Aegis, Publicis Groupe's ZinthOptimedia and  WPP's GroupMand.

It is strange to see a commercial promoting Ferrero company, or all of their products at the same time. It would be more like this, you would see advertisements for Ferrero Rocher, Nutella, Kinder, always separate. Their advertisements are 90% family oriented,some of them show elegant, luxury lifestyle that would be boring without Ferrero Rocher.

They have been included in a Top 100 Brands by Media Spending in 2014, number was close to 1.17 billion U.S. dollars. Their advertisements are usually before holidays, especially before  Christmas, because customers are more likely to buy Ferrero's products at that time. Numbers also confirm this statement, almost 40%

of their sales are during holiday season.

In addition, I would like that to add that Ferrero's products promote themselves in a weird way. Company is from Italy, but names of their products are gathered from many languages. Kinder - means kid on German, Rocher - means rock on French, Bueno - means good on Spanish.

Chapter 14 - Marketing Channels and Retailing

Ferrero's success is based primarily on the success of different brands developed by the group. But, to maintain this level of excellence, Ferrero must anticipate any change and adapt as soon as possible. This involves the establishment of a supply chain is performing particularly well.

With all its products, Ferrero uses the normal distribution channels for small, medium and large retailers. Ferrero uses short distribution channels, 1 or 2 intermediate before end user, allowing an increase in awareness and geographic implementation locations.

Ferrero's products can be found in almost every drugstores, convenience stores and discount stores all over the world. In addition to that, Ferrero has small kiosk's at airports around the world, where you can find all their products for fair price, usually cheaper than at other places. 

This choice of circuit is essentially due to the large size of Ferrero as well as its relocation. Its leading position gives it a certain assurance of profitability and its distribution is assured by its experience.

Chapter 6 - Consumer Decision Making

Products of Ferrero are very tasty, one reason why they are so popular with children.On exemple, Ferrero Joy has something that every kid wants - chocolate and one toy inside. First you need to go through chocolate to get to the toy. In USA Kinder Egg us prohibited, even if death case never happened. People speculate that some U.S. manufacturers  of chocolate lobbied against Ferrero Eggs to get their products sold, which turned very promising for them.

Another very popular product of Ferrero is Kinder Bueno. Kinder Bueno is often marketed to teens and young people ,as the product after you finish with kinder eggs. It is also very successful  in reaching teens, as a snack during the day.

As children grow up and they become adults, with the same love and trust toward's Ferrero's products, they turn their eyes to Ferrero Roche. Ferrero Roche is often promoted as an elegant, classy and golden chocolate product, with unique blend of chocolate and heselnut.

Last but not least, is Nutella and the rest of Ferrero's products. Nutella is made for everybody. It's the most popular chocolate spread in the world. Confirmation of that are Nutella's sales. Often promoted as a meal, in which the whole family can enjoy.

It would be very unfair not to credit all other Ferrero's products,some of them are old to children, ome to teens and some to adults.

Chapter 5 - Developing a Global Vision

 At first, company started in Italy, after that they started selling to Germany, and there they bought Kinder, rising it up to completely another level. After World War II they opened offices and production sites abroad, and Nutella eventually became world's leading chocolate-nut spread. Ferrero is the world largest consumer of  heselnuts, buying up to 25% of global production in 2014.  As the years passed by they slowly become bigger. Today, Ferrero is the company operating on every continent on this planet. They have around 30,000 thousand employees,turnover is close to 10 billion U.S dollars.  Here is a global chart just for Nutella.

As almost every internacional company, Ferrero's marketing strategy is different in every country. Because of that they have created more companies, and all of them are under Ferrero. But they operate as independent companies, making their own decisions and  building their own marketing strategies.