1. By Caroline Szpira

2. contents
The situation
The idea
Five IMC steps
Step 1
Step 2
Sweet Spot
Step 4 - ROCI
Step 5

3. The situation

4. Created in the 40’s by Pietro Ferrero, a pastry maker
Become the French favorite’s brand*
*Megabrand study
100 millions of jars sold per year in France
French are the biggest consumers of Nutella in the
world

5. The Idea

6. The project
Create Nutellaria
Easy to go places with products
baked/served with Nutella
Cosy and charmous
Free wifi & loyalty card

7. Products
Easy to go products from 2$ to 5$
Waffle
Crêpe
Cupcake
Pizza
Milkshake
Muffin
Croissant
Donughts
And many more !

8. Menus (few examples)
For kids (with a gift)
The «Break-up» (for girls only !)
Products
1 small waffle/crêpe
1 fruit
1 gift
1 waffle/crêpe
1 jar of Nutella
The «Gastro»
1 special from our partner Chef
1 drink
10$
8$
5$

9. Derived products
Clothes
Book recipies
Products
T-shirt
Hoodies
accessories
Mug
Poster

10. Five IMC steps

11. Step 1
Customer identification
3 types of prospect
Students KidsTourists

12. Tourists
‘’ We come in France to discover the culture, especially
for the food well known all over the world. 1/2 of our
budget is devoted to food and souvenirs‘’
Tom and Laura, American tourists

13. Students
‘’ We are eating Nutella since our childhood at home.
Now we are older and independant. We are looking for a
special place only for us, to share our favorite product
at a good price. ‘’
Zac and Max, 2 French students

14. Kids
‘’ My kids love to eat Nutella at home but when are
outside, there is no special place devoted to their
favorite product !‘’
Nathalie, Emma’s mother

15. Step 2
Valuation of prospects
Mode Type Per PAX
Profit Margin
PAX
TOTAL PAX
TOTAL
SALES
TOTAL
CUSTOMER
VALUE
Students Prospect $8 $6 20,000 $160,000 $120,000
Kids Prospect $5 $3 15,000 $75,000 $36,000
Tourists Prospect $20 $15 54,000 $1.080,000 $810,000
TOTAL 89,000 $1.315,000 $966,000

16. Step 3
Customer insight
For Nutella addicts
Who are looking for a unique food experience with their favorite
brand
Our product is a Nutella sweet shop
That provides the best home-made Nutella products
Unlike any other place in Paris
Our product is the new place to be to eat your favorite brand

17. Step 3
It’s time to share the pot* !
* pot (French word) = jar
* pot (English word) = joint
Partageons le pot* !

18. Step 4
ROCI
Customer
group
Per Pax
A
Profit
Margin
A
Marcom
Investment
Per Pax
B
Margin
B
Incremental ROCI
Students $8 75 % $6 $0,5 $10 $7,5 $1,5 33,3 %
Kids $5 60 % $3 $0,5 $6 $3,5 $0 0 %
Tourists $20 75 % $15 $1 $25 $19 $3 33,3 %

19. Step 5
Evaluation, Budgeting & Allocation
Measuring the short and long-term impact of this marketing
communication program with surveys, questionnaires and
customers feedback
Relocating marketing budget and approaches of Nutellaria to target
new customer groups
Measuring actual impact of this marketing communication program
in financial terms

20. Thank you
for your
attention !