TABLE OF CONTENTS

 -Brief history of Ferrero company

 -Mission
 -Vision
 -Core values
 -Objectives
 -Swot & Pestel analysis of Ferrero
 -Strength
 -Weakness
 -Opportunities
 -threats
 -Pestel analysis
 -Political
 -Economic
 -Social
 -Technological
 -Environmental
 -Legal
*Brief history of ferrero

 Ferrero company
 -is an Italian manufacturer of branded chocolate and chocolate producer
and confectionary products and it is the second biggest chocolate produce
and confectionary company in the world,it was founded in 1946 in alba
pieomont,Italy pastry maker who laid the grovowork for Nutella famously
added hazelnut to save money on chocolate.The company saw a period of
tremendous growth and success under pietro’s soon michelle Ferrero who
in turn handed over the daily operations to his son’s.His son pietro(the
founders grandson),who oversaw global business,Died on april 18 2011 in a
cycling accident in south Africa at the of 47
*Mission
High quality, crafted precision , product freshness , careful selection of the
finest raw materials , respect and consideration for our customers : These are
Ferrero’s ‘key words’ and values which have helped its confectionery well
known and loved by millions of consumers all over the world . Its products are
the result of innovative ideas , and are therefore often immitable despite
being widely distributed, and have become part of the collective memory and
customs of many countries when they are often considered true cultural icons
. Ferrero also means caring about hygiene the environment, social issues and
the local communities where the company is present as well as it’s own
human resources.
today many Ferrero products are “global” in that they are sold everywhere.
Ferrero is one of the largest confectionary groups in the world.
 *The core values
 -Loyalty and Trust
 -Respect and Responsibility
 -Integrity and Moderation
 -Passion for Quality Research and Innovation
 -Entrepreneurship
 *Objectives of study*
 The main objective of study of the market for Cadbury, Hershey`s and Ferrero
 To understand preference of people
 To understand buyer behavior regarding thes brands
 To analyze the reasons for the liking or disliking a particular brand

 *MEDIA OBJECTIVES*
 *REACH
 *Ferrero aims for the campaign to hit 80*b of the target audience
 aeross autralia in the 12 month period
 *FREQUENCY
 *Reach 80% of the target audience through the use of media velicles at
 least times in a fortnight
 *CONTINUITY
 *Pulsing method of scheduling
 *continuous aduertising is maintained throughout the year but at certain holiday
seasons and special occasions promotional and
 vertising effects will be stepped up
*SWOT ANALYSIS
-data monitors ferrero-swot analysis company profile is essential source for top
level company data and information ferrero swot analysis examines the company’s
key business structure and operation history and produce and provides summary
analysis of its key revenue lines and strategy.
Ferrero through its subsidiaries, is engaged in the manufacturing of
confectionary products in Italy and also internationally. The group operates
primarily in Europe. It is headquarters in yorind. Italy and employs 21,600 people
the groups generates annual revenue of E6,214 million (59.142 million.) Ferrero
is a private entity and has not released it’s annual report. Therefore financial
details are not available.
Scope of the report
*provides all the crucial imformation on ferrero required for bussines and
competitor intelligence needs.
*contains a study of the major internal and external factors affecting ferrero in
the form of a swot analysis as well as a breakdown and examination of leading
product revenue streams of ferrero
*data is supplemented with details on ferrero history key excutives,business
rescription location and subcribes as well as a list of product and service and the
latest available statement from ferrero.
*STRENGTH OF FERRERO COMPANY
-offers a quality and luxury product- the chocolate by Ferrero rocher are known to
have the same taste, whichever part of the world you by them.
-awareness from the popular brand ferrero brand
-has captured huge amount of market share in boxed chocolate
-the distribution of this chocolate is fantastic as it has reached far and wide and the
boxes are available everywhere.
-available in packaging of 3nos, 12nos, 18nos, 24nos- the various package size are
advantage as you can vary the size when gifting someone as per their
importance.
-considered as a ideal product for gifting- very few chocolates have been able to
achieve that because of the competition in that space. but cadbury and ferrero
rocher lead in the gifting space.
-ferrero rocher get a instant customer recognition due to its packaging- another
point which is commendable is that the chocolate melts rarely and at very high
temperature, and even at room temperature the consistency is normal.
-available in variety of new packages both for seasonal purpose and special events
-ferrero rocher brand has launched two new brands Ferrero Cappucino and Ferrero
Rond Noir.
 WEAKNESSES OF FERRERO COMPANY

 highly priced- when conmpared to other alternative, it is higher priced.

But that is natural to achieve its premium image, But it does not affect
turnover.
 Not advertized- A bignegative for Ferrero Rocher is that it is rarely
advertized and hence it loses its market shares to other competitors due
to affect on brand recall.
 Perception of chocolates being unhealthy in majority of masses
 Not available easily
 OPPORTUNITIES IN FERRERO COMPANY

 The introduction of new flavors will help in

gaining more market share
 Increasein the usage of internet-
Advertisement can be done on the net or
even on other media vehicles so as to
increase demand. It should make use of the
recent E-commers wave.
 Increasein the demand of the three piece
impulsive pack
 THREATS OF FERRERO COMPANY

 Imitation of Ferrero Rocher

 Bad economy cycles
 High competition from other chocolate
brands
 Increasing trends o Nutri-bars replacing
chocolates- A major threat to the likes
of Ferrero Rocher whose brand equity
depends only on its chocolates.
 *PESTEL ANALYSIS

 Ferrero is one of the few globally well known confectionary brands, which
specialises in production, distribution and marketing of chocolate based
products. It should be noted that the group is privately held which has more than
38 operating companies globally, which are directly or indirectly linked with the
14 factories worldwide. It should be noted that the company has its roots in the
maddest begginings in 1946, when Pietro and Glovanni Ferrero started the
company as a confectionary shop in northwest Italian town of Alba(Datamonitor,
2009). Drawing upon Keynote (2009), it can be suggested that the company has
since evolved into a global entity with turnover access of $9,142.9 million during
200, while employing more than 21,600 people.
 In order to analyse the external environment of Ferrero, Pestel analysis has been
undertaken as follows;
 POLITICAL OF FERRERO COMPANY

 Since the creation of the EU with six members, it has

expanded to include twenty seven member state, with
Bulgaria and Romania being the most recent in
2007(Barnes, 2003). This expansion of the market has
led to the harmonization of a number of attributes of
markets and therefore is beneficial for firms like
ferrero to expand with the help of standardside
strategy.
 ECONOMIC

 The core national market for ferrero is italy, where it has grown since
its inception before embarking on the internationalisation process.
Drawing upon mintel (2009),it should be noted that italian
confectionary market is still central to the companys business and
therefore the forecasted growth of 6.7% till 2012 making it worth
$4,340.3 million is a good news for the company. Similarly, it should be
noted that the Chinese market has shown significant future prospects,
where the company has recently revived its business. Drawing upon
Keynote (2009) the Chinese confectionary industry is expected to grow
at staggering 28.9% rate till 2012 making it worth $8,700 million.
However, it should be noted that global financial crisis can impact on
the cashflows on the firm and the turbulent forex rates would also
impact on its performance.
 SOCIO-CULTURAL

 There has been a change in the social indicators

suggesting the rise of premium chocolate market
,which is one of the core business of the firm . Drawing
upon datamonitor (2009),it can be highlighted that the
pemium segment is one of lucrative in the indstry and
is worth more than $2,050 million , which is
approximately 13% of the total industry revenue . It
should be noted that the segment is expected to grow
more than 53% in the next five years.
 TECHNOLOGICAL

 There have been technological innovations

in the field of operation, supply chain
management and distribution, which are
almed at generating cost efficiencies. It
should also be noted that internet has
played a vital role in developing innovative
and creative marketing campaigns for firms
like Ferrero, which are effective as well as
efficient.
 ENVIRONMENTAL

 The issues surrounding global warming,

ozone depletion, and recycling have
become highly impactful on business
around the globe. Drawing upon Data
monitor (2009), it should be noted that the
company is considered as a conscience
corporate citizen, abiding by not only the
legal commitments in respect to
environmental but also in involved is a
number of voluntary activities.
 LEGAL
 The courterfeit industry, according to Keynote
(2009) is booming and industry has called for
stricter actions and legal frameworks to minimise
its impact. Drawing upon Datamonitor (2009), it
can be highlighted that the company has been
faced with the issue in emerging economies like
China, and India. It should be noted that such
practices have impacted on low confidence on the
Ferrero products as the fake products do not meet
customers expectations and they attribute this to
the Ferrero brand.
Reference
 Group 3
 Leader: Darlene Clemente
 Members:
 Lara Sambajon
 Missy Gonzales
 Christian Ferrer
 Kier Paulo Bagtas
 Ian Francisco
 Jericho Reyes
 Ron Andrei Pasco