Presentation on theme: "How the pitch of Nutella can be reinvented"— Presentation transcript:
1How the pitch of Nutella can be reinvented Nutella: Brown GoldHow the pitch of Nutella can be reinvented
2Agenda Context , objective and strategy Current pitch evaluation Evaluation of current pitchThe conflictDerivation of the new pitchThe new pitch and why it works
3ContextHazelnut chocolate spread manufactured by Italian company Ferrero.Ingredients: Hazelnut, skimmed milk, cocoa, sugar.Used as a:spread on crepes, bread, waffles.: dip for fruits and marshmallows: snack (can be consumed straight out of a bottle with a spoon /finger)
4Objective Obje ctive : Rein vent ing curr ent pitc h of Nute lla Current pitch of Nutella: Healthy breakfast option which is quick to make and delicious at the same timeA Nutella TV commercialStrategyReconcile the product benefits and its positioningReinventing current pitch of NutellaCurrent pitch of Nutella: Healthy breakfast option which is quick to make and delicious at the same time
5Evaluation of current pitch Customer need: Change from monotonous breakfast routine.Existing frame of reference: healthy breakfast option,Substitute for jams, butter, peanut butter, mayonnaise and other spreads.Differentiating factor/ reason to choose the product over others: Delicious and nutritious breakfast option.
6Conflict between product and its attributes Touted as a healthy breakfast optionHigh sugar content puts a question mark on the health quotient of the product.A spoon of Nutella is considered to have sugar equal to the sugar present in 6 Oreo cookies. Parents would not normally serve 6 cookies to children for a healthy breakfast.Ferrero lost $3 million in a lawsuit filed by parents for misleading about the healthiness of the product.
7Derivation of new pitch Customer need: Guilt free indulgenceNew frame of reference: Breakfast, snack and dipSubstitutes: Spreads ,dips and confectionary.Can also be used as an ingredient for other desserts and savouries.Differentiating factor: Versatile product which can be used for breakfast, snack and dips.
9New pitchCreamy liquidy chocolate which you can indulge in any hour of the day.Why it works for NutellaHonest: Reconciles product attributes with brand positioningBuilds on the emotional relationship between product and customerIntroduces and educates the customer about other ways of consumption .
10Why the pitch works for the consumer. Nutella is irresistableThe product has been a favourite among moms and kids for making breakfasts yummier.Jazzing up existing routine breakfast options such as bread/ waffles/chapatiThe product has such a strong fan following that it has been dubbed as « chocolate heroin » and« brown gold » by consumers across the world.There is actually a World Nutella Day celebrated on 5th February.
11Indulgence and alternate snack option Why Nutella serves the following purposes for the consumerMood boosterResponse to emotionsTendency of people to snack throughoutthe day
12ConclusionEverything tastes better with Nutella!