SEGMENTATION

TARGETING
POSITIONING
Individual research on how a brand has employed the marketing strategy of segmentation, targeting and positioning successfully

BRAND : NUTELLA By : Abinaya t g

• Nutella is a brand of hazelnut cocoa spread manufactured by Italian company Ferrero.

• Originally sold as a solid block until the addition of palm oil (modified palm oil or vegetable
oil) which prevents it from drying to get the spreadable creamy texture
• which is why the brand is universally famous today.
• Its immediate success was because it acts as an alternative to chocolate taste by its magic
hazelnut recipe since chocolate was in high demand after the second world war

• Nutella is present on 5 main markets: dough spreads, individual pastries, chocolate, candy
pocket and chocolate confectionery.

ABOUT THE BRAND

Since there are too many kinds of customers with many different kinds of needs, some companies tend to
serve some groups of customers better

So market segmentation is required to divide the total market for further development of unique design
strategies focusing on market segments.

NUTELLA’s segmentation is complicated because it involves a very wide

audience

SEGMENTATION
NUTELLA PRESENT IN
5 MAIN MARKETS
MARKET SEGMENTS OF NUTELLA
 SEGMENTATION

DEMOGRAPHIC BEHAVIORAL

• Teenagers Benefit sought:

• 4-13 year old (their families) • best cocoa spread in market
• Healthy and tasty for kids
• Less breakfast preparation time

Lower and middle class families

Higher classes in latin america Usage : larger the family size,
higher the usage
Market targeting: the process of evaluating each market segment’s attractiveness and selecting one or
more segments to enter.

Nutella has targeted and captured kids twelve years and younger also their families and teens often
pictured a mother serving Nutella to her children.

It also targets people who are having bread or dough with something on it for breakfast such as jam
and peanut butter.
Reason for targeting towards a younger group of people is that they prefer eating sweet for breakfast
It is easy to convince them to switch from jam or peanut butter to Nutella than people who are not
eating toast for breakfast

TARGETING
Nutella has a strong online social following, with the majority of its online presence coming
from communities sharing creative Nutella breakfast recipes.

These recipes are shared on popular platforms such as Youtube, Pinterest, Tumblr and
Instagram.

Via such public interest, Nutella has achieved cult-like food status to be the go-to
delicious chocolate spread everyone needs.

THE FOOD TO EAT VIA PUBLIC

INTEREST AND RECIPE SHARING
A product’s position is defined by consumers on important attribute
– the place the product occupies in consumers minds relative to
competing products

POSITIONING
• uniqueness
• Tasty breakfast spread
• Excellence in quality
• all natural ingredients, with no additives or coloring

Initially, it was branded as something that could be eaten with everything.

But it did not go well. In 2009, it focused on being a “breakfast staple” helping customers understand its best
use. This strategy worked and hence it became an international breakfast sensation

WORLD’S FAVOURITE BREAKFAST A JAR OF NUTELLA IS

SOLD EVERY 2.5
SPREAD SECONDS
Jif
Jif, maker of peanut butter since 1955
The Jif hazelnut spread is much thicker and drier than Nutella

As for positioning, Nutella often advertises as “the original hazelnut spread” in countries where jif
hazelnut spread is sold and “ breakfast has never been so tasty “ in other places

COMPETEIVE POSITIONING
 BIBLIOGRAPHY
Principles of marketing by Philip kotler
Image reference:
https://www.youtube.com/watch?v=thUmpPooBR8
https://www.youtube.com/watch?v=ThIrw_LpuRA
https://www.youtube.com/watch?v=TYLR5QftmIQ
References:

https://onmilwaukee.com/dining/articles/comparing-nutella.html
https://www.referralcandy.com/blog/nutella-word-of-mouth-marketing/
https://www.mbaskool.com/brandguide/food-and-beverages/2602-nutella.pdf
https://www.slideshare.net/AliaElbosaty/presentation5-48173437