Ferrero Rocher
IMC Plan Proposal
PRESENTED BY:
ANISSA SANTIAGO
BARBARA CAMPOS SILVA
ABANOUB TADROS
PETER NITTES
SWOT ANALYSIS
•Ferrero’s
Strengths:
•Established product that has a semi-loyal base
•Ferrero’s chocolate product in gold and brown foil,
that as a symbol it is easily recognisable
•Ferrero does not have variety, this is a strong aspect
that it can promote, it does not have to alter its
formula
•Ferrero Rocher is a high quality, premium chocolate
used for parties and special occasions
SWOT ANALYSIS
•Ferrero’s Weaknesses:
• The brand status is decaying
• Its current campaigns have
been poorly executed
• Ferrero’s position in the
market is declining
SWOT ANALYSIS
•Ferrero’s
Opportunities:
• While other brands position themselves as high
quality and class, the Australian chocolate market is
not flooded with these types of products
• No brand is a supremely high–quality, premium brand
and this leaves the position up for grabs
• Many people are not brand-loyal for any chocolate,
meaning there is a real opportunity to become an
audience’s favourite.
SWOT ANALYSIS
•Ferrero’s Threats:
•The chocolate market in Australia in general is a very
mature market and very competitive
• Many competitors in the high quality, premium
chocolate market
•The chocolate industry in general is a threat no
matter how a product is positioned. Chocolate is a
low involvement purchase for many, which means that
the consumer will not often be thinking too heavily
about status
TARGET AUDIENCE
•Generation Y
– males and females 18-25 years of age
•Young professional couples
•Middle upper class
•High disposable incomes
•Semi regular and special occasion purchase
•Sociable often attending parties and gatherings
POSITIONING
• Trigger
Ferrero Rocher
as a status symbol
• Ferrero Rocher is aiming
to be seen as ‘classy’ and
‘elegant’
•High class product
•Premium quality
chocolate
• Perfect for gifts, holidays
and special occasions
MARKETING OBJECTIVES
•
Two marketing objectives:
•Ferrero Rocher aims to gain a 1% increase in market
share in Australia from January 2012 to January 2013
•Increase Ferrero Rocher sales by 10% in Australia
from January 2012 to January 2013
COMMUNICATION
OBJECTIVES
•Two
communication
objectives:
•Create and reinforce brand
awareness amongst 90% of the
Australian target audience within
the 12 month period
•Increase positive attitudes of
the target market by 50% in the
12 month period
CREATIVE STRATEGY –
ADVERTISEMENT IDEA
•
Executional tactic: Dramatisation
•Neil
Patrick Harris walking into a fairly causal but overall
boring party
• He will place of box of Ferrero Rocher onto the gift table
• Gold wave spreads from the box, turning everything it
touches into a high status equivalent
• Everyone in the room will then be wearing a suit or an
evening gown
• Then a the phrase will appear on the screen – “Ferrero
Rocher…makes your party suit up.”
CREATIVE STRATEGY
•
Strategies at work
• Brand image strategy
• Ferrero can rebuild its image
as a status symbol
• Primary celebrity, Neil Patrick
Harris will be pretested with a
small section of the target
audience. Other celebrities will
also be pretested. For example
Ed Westwick
• Ad will portray Ferrero
Rocher as a chocolate that has
affective qualities
Neil Patrick Harris
THE APPEAL
Emotional appeal
• Product category centered on
sensory gratification
• Ferrero will own emotion in order
to dominate market share
• Tied in with and suggests status
and class
• Ferrero Rocher lifts the
consumer’s emotion from a neutral
state to a positive state
•
BRAND FEATURES
Brand features allude to a presence of status and
class
• Gold foil wrapping
• Unique taste, makeup and look
• Excellence style and expertise
•
MEDIA OBJECTIVES
•Reach
• Ferrero aims for the campaign to hit 80% of the
target audience across Australia in the 12 month
period
•Frequency
• Reach 80% of the target audience through the use of
media vehicles at least 3 times in a fortnight
•Continuity
• Pulsing method of media scheduling
• Continuous advertising is maintained throughout the
year but at certain holiday seasons and special
occasions promotional advertising efforts will be
stepped up
THE MEDIA MIX
•
Primary media is television
• Channel 7, Channel 9, Channel
10, GO!, Channel 11
• Advertise in time slots and
shows related to the target
audience
• Shows where Ferrero can
advertise include Desperate
Housewives, How I Met Your
Mother, The Big Band Theory,
Glee, Modern Family, Master
Chef, Celebrity Apprentice and
more
THE MEDIA MIX
Secondary media are
magazines and billboards
•
•Advertise in MX magazine,
Cosmopolitan, New Idea,
Women’s Weekly
•Billboards placed in capital city
districts, smaller billboards and
posters advertised at train and
bus stations as well as on trains
and buses
MEDIA PLAN BUDGET
•The
following Media Tables will show the amount
spent weekly, and therefore yearly on advertising
Ferrero Rocher product.
MEDIA PLAN BUDGET –
YEARLY BUDGET
Yearly Budget
Amount
Television
$1, 742, 000
MX Magazine
$244, 400
Magazines
$409, 500
Billboards
$585, 260
Newspapers
$6, 301, 568
Cinema
$164, 320
Yearly Budget :$9,447,048
MEDIA PLAN BUDGET
Budget
[Cities/St
atus]
Television
(Weekly)
MX Mag.
(Weekly
Issues)
Cosmopolitan
+ Dolly
(Monthly
issues)
Billboards
(Weekly)
Newspaper
(Weekly)
Cinema
(Weekly)
Sydney
District
$12, 500
$4, 700
$31, 500
$2, 700
$46, 978
$730
Melbourne
District
$9, 000
$3, 600
$35, 120
$730
Brisbane
District
$4, 700
$1, 780
$12, 037
$730
Adelaide
District
$2, 700
$1, 550
$9, 363
$485
Perth
District
$3, 400
$1, 625
$9, 951
$485
Tasmania
District
$1, 200
$4, 389
Northern
Territory
District
Total
(Week)
$3, 346
$33, 500
$4, 700
$7, 875
(calc./week)
$11, 255
$121, 184
$3, 160
Overall: $181, 674 weekly
Overall Yearly (52 weeks) = $9, 447, 048
*Note Magazines cost included in
Sydney budget even though there is the same magazine cost/issue in each state.
MEDIA PLAN BUDGET –
CITY BREAKDOWN
Cities
Total Amount
Spent on Each
City per week
Total Amount
spent on each
city per year
Sydney
$75, 483
$3, 925, 116
Melbourne
$48, 450
$2, 519, 400
Adelaide
$14, 098
$733, 096
Perth
$15, 461
$803, 972
Tasmania
$5, 589
$290, 628
Northern Territory
$3, 346
$173, 992
Brisbane
$19, 247
$1, 000, 844
EVALUATION AND
CONTROL
• What
is to be measured?
• Market share statistics to
examine the success of the
Ferrero brand
• Examine the public’s perception
of the brand
• When
is it to be measured?
• The results will be measured at
various points during the year
EVALUATION AND
CONTROL
How is it going to be
measured?
•
• Tracking sales of Ferrero Rocher
during campaign period
• Focus groups and surveys to
measure how the brand appears in
user’s minds
•Who
is responsible?
• For market share tracking, company
analysis are responsible
• For tracking brand awareness, the
research arm of Ferrero Rocher are
responsible
THANK YOU