Ferero

CASE STUDY

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 world’s fourth-largest 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...