I am pretty sure you all know Ferrero, an international group made up of more than 70 companies with production plants and distribution spread all over the world. What is the first product that comes to mind when thinking of Ferrero? Maybe Nutella, or Ferrero Roche? How about all Kinder products brand: Kinder Bueno, Kinder Surprise?
I won’t need to write the history of the company that you all can read from its official website Ferrero International, however I would like to talk about its success, the “insights” and who originated from, what is the concept, the idea behind it.
Michele Ferrero was the founder, a wise, discrete and religious man, who simply started out from a small pastry in Alba, in Northern Italy, and transformed it into an empire, a big multinational able to generate up to 8 billion euros per year. His secret? He dared, he innovated!
Back in the 1950s, when everyone was producing “solid” chocolate he decided to produce it creamy, inventing the Nutella, everyone was making the Easter eggs, and he decided to make easter everyday with small chocolate eggs.
Despite the size, the company remains not quoted, and the has been maybe a factor of success, since they never had to please the market, allowing long term plans and no frenzy. But why this tremendous success? They were able to develop the right products, tasty, palatable and most of all, when the internationalization process started, they were able to adopt a glocal marketing strategy, adapting the product to local taste. For instance, I can prove that Nutella in the US varies from Italian Nutella, which is less creamy and sweet as well as Mon Cheri products have a variant with pistachio flavor in UK, which is not sold in Italy.
So the company has been able to go viral, expand and have the right marketing campaigns, exporting the Italian culture ( Buongiorno con Nutella), selling the Italian breakfast idea but with local adaptation as for Nutella Commercial Singapore.
One of the last campaigns? “Nutella has a new name, yours” (Nutella Spain)! It turned to personalization, getting awesome results. I experienced it myself last Summer at the EXPO Milan 2015, the Nutella Pavilion was completely full of people and all kids and same parents would stand in line 20 minutes just to freely print their own Nutella tag name.
Personally, I believe (and hope) it will be a no-ending success.
What do you think about it?
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