By Caroline Szpira
!"#$%#$&
The situation
The idea
Five IMC steps
Step 1
Step 2
Sweet Spot
Step 4 - ROCI
Step 5
'(% &*$+,$*"#
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
'(% -.%,
'(% /0"1%!$
Create Nutellaria
Easy to go places with products
baked/served with Nutella
Cosy and charmous
Free wi? & loyalty card
20".+!$&
Easy to go products from 2$ to 5$
Waf?e
Crêpe
Cupcake
Pizza
Milkshake
Muf?n
Croissant
Donughts
And many more !
Menus (few examples)
For kids (with a gift)
The «Break-up» (for girls only !)
20".+!$&
1 small waf?e/crêpe
1 fruit
1 gift
1 waf?e/crêpe
1 jar of Nutella
The «Gastro»
1 special from our partner Chef
1 drink
10$
8$
5$
Derived products
Clothes
Book recipies
20".+!$&
T-shirt
Hoodies
accessories
Mug
Poster
3*4% -56 &$%/&
7$%/ 1
Customer identi?cation
3 types of prospect
Students
Kids Tourists
'"+0*&$&
‘’ 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
7$+.%#$&
‘’ 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
8*.&
‘’ 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
7$%/ 2
Valuation of prospects
Mode Type Per PAX
Pro?t 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 $966,000
7$%/ 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
7$%/ 3
It’s time to share the pot* !
* pot (French word) = jar
* pot (English word) = joint
Partageons le pot* !
7$%/ 4
ROCI
Customer
group
Per Pax
A
Pro?t
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 $3 33,3 %
7$%/ 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 ?nancial terms
Thank you
for your
attention !
doc_762346399.pdf
!"#$%#$&
The situation
The idea
Five IMC steps
Step 1
Step 2
Sweet Spot
Step 4 - ROCI
Step 5
'(% &*$+,$*"#
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
'(% -.%,
'(% /0"1%!$
Create Nutellaria
Easy to go places with products
baked/served with Nutella
Cosy and charmous
Free wi? & loyalty card
20".+!$&
Easy to go products from 2$ to 5$
Waf?e
Crêpe
Cupcake
Pizza
Milkshake
Muf?n
Croissant
Donughts
And many more !
Menus (few examples)
For kids (with a gift)
The «Break-up» (for girls only !)
20".+!$&
1 small waf?e/crêpe
1 fruit
1 gift
1 waf?e/crêpe
1 jar of Nutella
The «Gastro»
1 special from our partner Chef
1 drink
10$
8$
5$
Derived products
Clothes
Book recipies
20".+!$&
T-shirt
Hoodies
accessories
Mug
Poster
3*4% -56 &$%/&
7$%/ 1
Customer identi?cation
3 types of prospect
Students
Kids Tourists
'"+0*&$&
‘’ 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
7$+.%#$&
‘’ 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
8*.&
‘’ 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
7$%/ 2
Valuation of prospects
Mode Type Per PAX
Pro?t 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 $966,000
7$%/ 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
7$%/ 3
It’s time to share the pot* !
* pot (French word) = jar
* pot (English word) = joint
Partageons le pot* !
7$%/ 4
ROCI
Customer
group
Per Pax
A
Pro?t
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 $3 33,3 %
7$%/ 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 ?nancial terms
Thank you
for your
attention !
doc_762346399.pdf