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By Caroline Szpira
contentsThe situation
The idea
Five IMC steps
Step 1
Step 2
Sweet Spot
Step 4 - ROCI
Step 5
The situation
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
The Idea
The projectCreate Nutellaria
Easy to go places with products baked/served with Nutella
Cosy and charmous
Free wifi & loyalty card
ProductsEasy to go products from 2$ to 5$
Waffle
Crêpe
Cupcake
Pizza
Milkshake
Muffin
Croissant
Donughts
And many more !
Menus (few examples)
For kids (with a gift)
The «Break-up» (for girls only !)
Products1 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$
Derived products
Clothes
Book recipies
Products
T-shirt
Hoodies
accessories
Mug
Poster
Five IMC steps
Step 1Customer identification
3 types of prospect
Students KidsTourists
Tourists
‘’ We come in France to discover the culture, especial ly for the food wel l known al l over the world. 1/2 of our
budget is devoted to food and souvenirs‘’
Tom and Laura, American tourists
Students
‘’ We are eating Nutel la 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
Kids
‘’ My kids love to eat Nutel la at home but when are outside, there is no special place devoted to their
favorite product !‘’
Nathalie, Emma’s mother
Step 2Valuation 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
Step 3Customer 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
Step 3
It’s time to share the pot* !
* pot (French word) = jar
* pot (English word) = joint
Partageons le pot* !
Step 4ROCI
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 %
Step 5Evaluation, 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
Thank you for your
attention !