Nutella Emotions: aims to meet particular the emotional needs of consumers, allowing the storage and transmission of institutional codes of Nutella®.

1. Master Design Strategico
10th Edition
Nayda Flórez Venizelos
Ferrero DPU Internship Report
Nutella Emotions: The Cult Branding
Strategy
Politecnico di Milano, Poli.design
Milano 18,December 2009

2. The company

4. “Visions need to be communicate
through actions, behaviors and sounds”
[ Klein Naomi,2000. No Logo, Random House]

5. 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 confectionery
13th

6. “Brands are now describe as cultural
accessories and personal philosophies”
[ Klein Naomi,2000. No Logo, Random House]

7. Competitive positioning
Relative Market Share
Focusing and developing a climate for growth
HIGH LOW
inside the company and the consumers
Stars Question Marks
Market 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)

8. Innovation
Technology
Products
radical
innovation
It is important to consider or even balance
the two aspects in order to respond to
both of the market signals.
incremental
innovation
similar heterogeneous

9. Value creation cycle
SALES
Value in
exchange
PRODUCT RETAILER
BRAND Potential Value
VALUE value facilitator
DPU Value generation Personal
Substantial process Value
Value creator creation
Value
proposition
MARKETING
Cognitive value
Focus on
creator value-for-exchange

10. General evaluation
radical incremental
innovation innovation
customer customer
satisfaction service
product process
innovation innovation
product brand
experience experience
premium low-grade
emerging established
markets markets
trend traditional
responsive

11. The product

12. Product analysis

13. Product analysis
The history
The values
Confezzioni

14. Product analysis
Mr. Michele Ferrero .
War world II Nutella®(1963)
Nut(hazelnut)
Gusto
ella (dolce sufisso latino)
Divertimento
Piacere
Simbolo della bontà da
spalmare
Consolatorio per le ansie del
quotidiano

15. Value system
CONSUMPTION
Hedonism sphere CONSUMER
Regression day of living
SYMBOLIC EFFECTIVE conviviality
psychological pleasure
functions transgression
HISTORIC CHARACTER
food heritage
BRAND
tradition
nutrition
energy
vitality

16. Emotional Consumer experience
World of sharing
Rational
Cult brand Iconic brand
Active Passive
Entertainment Education
Openness Disclosure
Prosumers Users
Chain reaction Individual
reaction
World living privately

17. Consumer experience

18. Value creation cycle
SALES
PRODUCT
BRAND
VALUE
RETAILER
DPU
Value generation
process
MARKETING
Focus on Focus on
value-for-exchange customer practices

19. 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 experience
Cotidianity of the product
Style of consumption
Down-top

21. 30gr

23. The brief

24. 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 valorization
Nutella Emotions is a project that aims to meet in Alimentary positioning
the
particular, emotional needs of
consumers.
Emotional sphere(special occasions)
Allow the storage and transmission of
institutional codes of Nutella.
Strength loyalty and closeness
Reason for the purchase "gift" and
"collection“.

25. 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

26. brief
traditional
new channels
channels
brand
product
awareness
trust disbelieve
identification unknown
emotional practical
entertainment education
experiential cognitive
radical incremental
innovation innovation
experiential cognitive

27. 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 experience
Cotidianity of the product
Style of consumption
Down-top

28. Value creation model
SALES
PRODUCT
BRAND
VALUE
RETAILER
DPU
Value generation
process
MARKETING
Focus on
customer practices

29. communities
3’353.775 fans
Cult
brand

30. Cult brand Iconic brand
Active Passive
Entertainment Education
Openness Disclosure
Prosumers Users
Chain reaction Individual
reaction

31. Cult branding
LOYALTY model
DRIVES
PROFITABILITY
RETENTION
Existing FREQUENCY
consumers of purchase
WORD OF
MOUTH
new
consumers
less loyalty more loyalty
ICONIC BRAND CULT BRAND
Source: Cult Branding Company

32. innovation
* * * * * * * * * *
High Self-actualization
Esteem needs
Belongingness & love needs
Safety needs
Biological & Physiological needs
Low Maslow’s Hierarchy of Needs
Nutellino 30gr Nutella

33. Cult branding
model
CONSUMER OCCASION-
ATTITUDES CENTRIC NEEDS
Consumer Need states
segment
USAGE CONSIDERATION
EXPERIENCE SET
Product and
Revelas Experience
opportunities settings

34. Profiles

35. Need states
Smooth retrievers
personal
The lover
The lover
naturalist
Immoral
The chef naturally
indulgence good for
The The me/us
adventure
stacker spreader passion
The The
sandwicher dipper
Social bitters
social

36. The cult branding experience
The Cult Branding experience
through the packaging
Self-indulgence Life-styles Mood booster Globalism Passion

37. Your packaging is as much a
part of the experience
as what is on the inside
Landor.

38. Listen to the Make feel Exploit your Get
messages your brand packaging emotional

39. Customer
experience
*

40. Targets profiles

41. Moodboard 1

42. The golden rule of fun The golden rule of freedom
Cult brands sell lifestyles Cult brands promote freedom

43. packaging
Life style
Printed Interior Metallic
interior contrasts caps

44. packaging
Passion
n
Dynamic Treasure forms
Opening References

45. Moodboard 2

46. The golden rule of human needs The golden rule of contribution
Cult brands create evangelists Cult brands always create customer communities

47. Mood booster packaging
survival kit

48. Globalism packaging
Collectible world nutella

49. THANK YOU!