I am sure many of you are familiar with Nutella, the delectable hazelnut spread, as it's popularity has steadily increased over the last few years in the United States. What you may (or may not) find interesting, is that Nutella has been a staple item in Europe for decades and that it only made it's debut in the U.S.A. a little over 25 years ago (I know...25 years can be perceived as a 'LONG' time when you've probably just found out about it a couple years ago) :)
Having that said, our group is looking to 'piggyback' on the success of the Nutella brand and increase awareness of the Nutella & Go! product item available in the Ferrero USA product mix (NOTE: Ferrero is the manufacturer of Nutella). If you're not shopping at specialty/nutritional stores, you have probably never seen this yummy treat. We believe that with the right marketing plan this quick snack cup could make a huge hit with moms that have young children. It's a great alternative to a chocolate bar and a fun little treat--similar to cheese and crackers (yet sweet).
Our plan in building our Marketing Plan was to divvy up the work amongst all our team members. We selected a product and chose a segment (young moms with children) to focus on. We chose a location that we wanted to penetrate (Southern California) and a grocery chain that was not already carrying the product locally. Lastly, we brainstormed on how we wanted to promote the product and now we're fast at work researching and compiling data for our Marketing Plan.
...If you read this far, then you're in for a treat! Here's a great reliable resource (secondary data) that your group can utilize for your consumer segment:
**Great recent consumer segment data on the IRI website: IRI Consumer Segment Link.
NOTE: IRI data is widely used in the Consumer Packaged Goods industry by both the manufacturer and retailer.
Here is an article about our consumer segment that we were able to locate on the IRI website: Today’s Moms Represent Savvy, Smart Shoppers
Hoping that this website proves to be useful for your group. Let me know what you think!
Definitely want to taste this product. Thanks for the secondary data
ReplyDeleteI know this product for many years; however, i dont want to try it because it doesnt seem to have many interesting to me than a normal bread stick covered with cream like hazelnut or chocolate. I hope your marketing plan will include some interesting facts that we didn't know about it. Good luck to you all.
ReplyDeleteI think children will love this product.
ReplyDeleteI think your team did a great job choosing the right target market. Keep up the good work!
ReplyDeleteIs "Nutella & Go!" your company's product? Or you sell the products which combine with Nutella (such as Nutella and macoroons)?
ReplyDeleteYou have a good secondary data. Thank you for sharing.
'Nutella & go' snack is our product.
DeleteI really like this produce, actually that's one of my favorite pastry when I was child...love the idea
ReplyDeleteI would love to find this a give it a try! I've only had it on toast and bananas but I'm sure this would be good too.
ReplyDeleteIt looks like you guys are on the right path for your Marketing Plan. Good luck!
ReplyDeleteI would love to try this product. It looks similar with chocolate thin breadsticks that I used to eat at home.
ReplyDeletebecause your target customer is children, they will enjoy yr product more if u have more flavors for them.
ReplyDeleteThank you for the helpful suggestion we will take it into consideration.
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