Ferrero Company

Ferrero company.

Planning is one of the most important roles of management. A company’s corporate or business plan runs the business. A marketing plan is a key input to the business plan. It should identify the most promising business opportunities for the company and outline how to penetrate, capture and maintain positions in identified markets. It is a communication tool combining all the elements of the marketing mix in a coordinated action plan. It spells out who will do what, when, where, and how, to achieve its ends. This marketing plan will analyze the existing Ferrero market and company marketing strategy.

Ferrero is an Italian manufacturer of chocolate and other confectionery products, founded by Pietro Ferrero 1946. The company achieved success by Pietro’s son Michele Ferrero. It is a privately owned company by the Ferrero family and remains a true family-run success story. With global sales growing in country after country, Ferrero is today one of the largest confectionery companies in the world. Ferrero group operates on a global scale with thirty-eight trading companies, eighteen factories and approximately twenty thousand five hundred employees. The Ferrero Family continues to delight its global consumers with a seemingly inexhaustible line of unique, high-quality products.

Nowadays Nutella, Mon Cheri, Ferrero Rocher, Kinder, Tic Tac, Raffaello is the core products of Ferrero Group’s turnover. After a course of over thirty years, the products continues to enjoy an excellent brand equity, awareness and identity, thus continuing to have a positive impact on the corporate balance sheet. This is mostly due to the manufacturer’s reputation and to the product historicity, more than a continuous brand renewal and revival, referring mostly to an established market of loyal consumers.