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Evaluation of Nutella Marketing Strategy

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Evaluation of Nutella Marketing Strategy
An Evaluation of Nutella Marketing Strategy of 2012 with the view to improvement.

From: Natalia Muranska

To: Peter McPherson

Date:

List of Contents:

Introduction ……………………………………………………………………….. 5
Procedure ………………………………………………………………………....... 5
Findings
History ……………………………………………………………………………….. 6
Marketing concept ............................................................................... 7
History ................................................................................................ 7
Definition ............................................................................................. 8
Analysis of business environment .................................................. 9
Macro environment ……………………………………………………………. 9
Micro environment ……………………………………………………………... 11
Marketing Mix ……………………………………………………………………….. 12
Description ………………………………………………………………………… 12
Tangible/Intangible …………………………………………………………… 12
Product Mix ……………………………………………………………………….. 13 Product range …………………………………………………………………… 13
CAE ……………………………………………………………………………………. 13
Product Life cycle ( PLC ) …………………………………………………... 14 *

Promotion ………………………………………………………………………….. 16
Advertising ………………………………………………………………………. 16
Public Relations ……………………………………………………………….. 16
Promotion ………………………………………………………………………... 17
Direct Marketing ……………………………………………………………… 17
Personal Selling ……………………………………………………………… 18
Types of Market ……………………………………………………………… 18
Price …………………………………………………………………………………. 19
What Determinate Price ……………………………………………...... 19
Price Strategies ……………………………………………………………… 19
Place ………………………………………………………………………………... 21
Determinants of place …………………………………………………… 21
Channels of Distribution ………………………………………………… 21
People, Process, Physical Evidence …………………………………. 23
People ……………............................................................................. 23
Process ………………………………………………………………………..... 23
Physical
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