Chapter 10 - Product Concepts

Products of Ferrero are primary convenience products, relatively inexpensive items that  merits little shopping effort. Ferrero has several completely unique product lines, some of them, upon their arrival created new categories in chocolate industry. As I mentioned, there is no need for extensive search to buy products of Ferrero, they are available almost on every corner, although, they are more seen in Europe than in the United States.

Ferrero always offers high-end quality products, with elegant packaging to go with the delightful taste. Also, some of their product lines, most notably Kinder, rarely changes it's packaging. In 1950's they have created packaging for Kinder, with a picture of a kid on it, because Kinder means kid on German. Now, kid that is still on Kinder is around 60 years old. Most important thing about Ferrero's products is a brand. They have created a brand out of each product, and customers see that and return to Ferrero's products occasionally. It is hard to imagine childhood without Kinder Eggs, middle school without Kinder Bueno, and holidays without Ferrero Rocher.