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“Visions need to be communicatethrough actions, behaviors and sounds” [ Klein Naomi,2000. No Logo, Random House]
Competitive positioning Confectionary market 1st Ferrero is the 13th largest packaged food company in the world, based on predominant confectionary, bakery, dairy and spreads products. Strong positioning in fast-growing premium confectionery13th
“Brands are now describe as culturalaccessories and personal philosophies” [ Klein Naomi,2000. No Logo, Random House]
Competitive positioning Relative Market Share Focusing and developing a climate for growth HIGH LOW inside the company and the consumers Stars Question MarksMarket Growth Rate HIGH confectionary Dairy Investing in developing markets and expanding worldwide Spreads Bakery Ice cream Focusing on enhancing the products to a higher level of quality LOW TIME BASED COMPETITION. Cash Cows Dogs Foreseeing* Source: Boston Consulting Group. market opportunities *(Francesco Zurlo,2009)
Innovation Technology Productsradicalinnovation It is important to consider or even balance the two aspects in order to respond to both of the market signals.incrementalinnovation similar heterogeneous
Value creation cycle SALES Value in exchange PRODUCT RETAILER BRAND Potential Value VALUE value facilitator DPU Value generation Personal Substantial process Value Value creator creationValueproposition MARKETING Cognitive value Focus on creator value-for-exchange
General evaluation radical incremental innovation innovation customer customersatisfaction service product processinnovation innovation product brandexperience experience premium low-grade emerging established markets markets trend traditionalresponsive
Product analysis Mr. Michele Ferrero . War world II Nutella®(1963) Nut(hazelnut)Gusto ella (dolce sufisso latino)DivertimentoPiacereSimbolo della bontà daspalmareConsolatorio per le ansie delquotidiano
Value system CONSUMPTION Hedonism sphere CONSUMER Regression day of livingSYMBOLIC EFFECTIVE conviviality psychological pleasure functions transgression HISTORIC CHARACTER food heritage BRAND tradition nutrition energy vitality
Emotional Consumer experienceWorld of sharing Rational Cult brand Iconic brand Active Passive Entertainment Education Openness Disclosure Prosumers Users Chain reaction Individual reaction World living privately
Value creation cycle SALES PRODUCTBRANDVALUE RETAILER DPU Value generation process MARKETING Focus on Focus on value-for-exchange customer practices
The methodology Culture & Society prestacional and trends Semiotic Macro environment of the product Top-down Technology perceptual product analysis BRAND brand EXPERIENCE context of use consumer analysis motivations & Consumer goals experienceCotidianity of the product Style of consumption Down-top
brief Nutella Emotions groups the Development of nutella as a global corporate brand initiatives, leveraging on the through: deeper values and image of myth and exclusivity are meant to stimulate and develop the brand image Product valorizationNutella Emotions is a project that aims to meet in Alimentary positioning theparticular, emotional needs ofconsumers. Emotional sphere(special occasions)Allow the storage and transmission ofinstitutional codes of Nutella. Strength loyalty and closenessReason for the purchase "gift" and"collection“.
brief new channels Increasing the frequency of purchase and consumption of the brand. Ho.re.ca* Duty free self-consumption gift Promotional activities of the brand> special occasions Easter & Christmas traditional channels Development into new channels and / or exclusive > Duty Free and Ho.re.ca
brief Culture & Society prestacional and trends Semiotic Macro environment of the product Top-down Technology perceptual product analysis BRAND brand EXPERIENCE context of use consumer analysis motivations & Consumer goals experienceCotidianity of the product Style of consumption Down-top
Value creation model SALES PRODUCTBRANDVALUE RETAILER DPU Value generation process MARKETING Focus on customer practices
Cult branding LOYALTY model DRIVES PROFITABILITY RETENTION Existing FREQUENCY consumers of purchase WORD OF MOUTH new consumersless loyalty more loyaltyICONIC BRAND CULT BRAND Source: Cult Branding Company
Need states Smooth retrievers personal The lover The lover naturalist Immoral The chef naturallyindulgence good for The The me/us adventure stacker spreader passion The The sandwicher dipper Social bitters social
The cult branding experienceThe Cult Branding experiencethrough the packaging Self-indulgence Life-styles Mood booster Globalism Passion
Your packaging is as much a part of the experience as what is on the inside Landor.
Listen to the Make feel Exploit your Getmessages your brand packaging emotional