The Identity card of a firm

 

General information

The name of the business is Ferrero. (ferrero.fr)
The owner of Ferrero is Michele Ferrero.
This firm is an anonym society.
It is not listed on the stock exchange. (londonstockexchange.com, euronext .com ,Echos .com and Tribune .com)

Family business Ferrero is the one of world's biggest confectioners with a small portfolio of unusual but globe-spanning brands including Mon Cheri and Ferrero Rocher chocolates, Nutella spread, Kinder Surprise chocolate eggs and Tic-Tac mints. According to AC Nielsen's Billion Dollar Brands report for 2001, Kinder is the world's biggest chocolate brand, and the only one with sales of over 1 billion of dollars annually. (mind-advertising.com)

 

 

 

History: (ferrero.fr)

Pietro Ferrero and his brother Giovanni founded it in 1946 in Italy, in a small town of Alba of 35,000 inhabitants.
In 1950, the both dead and the firm fell to Pietro’s son: Michele Ferrero.
In 1956, Ferrero first moved beyond Italy.
In 1959, Ferrero began to produce Mon Chéri.
In 1961, Ferrero began to produce Nutella.
In the late 60’s and early 70’s, Michele Ferrero began a strong new phase of international expansion.
In 1968, Ferrero began to produce Kinder chocolate.
In 1969, Ferrero USA opened in New York.
In 1970, Ferrero, which was named Dulcea S.A., took his actually name.
In 1982, Ferrero began to produce Ferrero Rocher
In 1987, the turnover of Ferrero France is higher than 1 billion of francs for the first time.
In 1993, the firm wanted to double his turnover in five years. The budget used to the advertisement was doubled.

The sector of the firm is tertiary : the alimentation. (ferrero.fr)
It produces Mon Chéri, Raffaello, Tic Tac, Kinder products, Duplo, Ferrero Rocher, Ice tea and above all Nutella, some ice cream and that all.

 

 

Products : (ferrero.fr)

Mon chéri was created in 1961.

Nutella was created in 1966.

Each year, 80 million of pots of nutella are bought in France.

Tic-Tac was created in 1971.

Kinder :

Kinder Surprise was created in 1976.

The kinder’s bar of was created in 1978.

Kinder Délice was created in 1987.

Kinder Country was created in 1988.

Kinder maxi “glace” was created in 1999.

Kinder choco-bons was created in 2002.

Ferrero rocher was created in 1982.

Raffaello was created in 1998.

Duplo was created in 2000.

Nutella “snack and drink” was created in 2003.

It’s in a shop which is specialised in ferrero’s products.

The value of the market’s part : Nutella represents 85%, sweets in chocolate represents 27.6%, individual cakes represents 27%, pocket sweets represents 10% and bar in chocolate represents 4% (ferrero.fr).

The headquarters are in United States, in Somerset. (courttv.com)
The production sites are majority in Europe but there is one in United States, one in Australia and some ones in South America. Furthermore there are some establishments which sell Ferrero’s products in East of Asia.
Ferrero is situated in 26 countries; 16 in Europe (Russian, Switzerland, Hungary, Austria, Portugal, Ireland, France…),six in America (United-States, Canada, Brazil, Argentina, Equator), three in Asia (Hong-Kong, Japan, Taiwan). (ferrero.com)
There are 28 operational company, 31 commercials implantations and 15 industrials establishments in the world. (ferrero.it/ferrero.htm).

There are three sites in France : (ferrero.fr)

- The headquarter is in Mont-Saint-Aignan (76) ; 18, rue Jacques Monod
B.P.58 76131 Mont-Saint-Aignan Cedex. It was built in 1999.

MAP

- The site of production (factory) is in Villers Ecalles ; Route de Duclair
76360 Villers Ecalles. It has made “nutella” and “kinder bueno” since 1999. It produces also seasonal products like “ferrero rocher”, “mon chéri” …

MAP

- The warehouse is in Le Grand Quevilly; Z.I. du Grand launay
Avenue Eugène Varlin 76120 Le Grand Quevilly.

MAP

Some commercials implantations: (europages.com)
Ferrero International S.A is in Luxemburg ; Route De Treves 6 E 2633 Senningerberg.
Ferrero Ingeneria S.P.A is in Italy ; 81 Corso Alba 12043 Canale (CN).
Ferrero Ardennes is in Belgium ; rue Pietri Ferrero 5 6700 Arlon.
Ferrero BV is in Netherlands ; Koningsstraat 53 1211 NK Hilversum.
Ferrero OHG is in Germany ; Hainer Weg 120 60624 Frankfurt Am Main.
Ferrero Österreich Handelsges MBH is in Austria ; Löfflerweg 35 6060 Hall
Ferrero S.P.A is in Italy ; 47, Via Maria Cristina 10025 Pino Torinese (TO).

Recent statistic :
- In 2002, the turnover was 4.5 billion of euros (confectionary news.com).
- The profits were 218 millions of euros in the same year.
- The turnover is 653 millions euros in 2002 in France and in the world it’s 4.4 billion of euros. (ferrero.fr)
- The number of employees is 800 in France and in the world the number is 16,300.
- The average of the annual production is 658 000 tonnes of products.
- People can’t buy share of Ferrero because it isn’t listed on the stock exchange.
- Ferrero is the third investor in the publicity. For this need, it spent 91 million of euros in 2002.

Description of the demand

The young customers are targeted, because all Ferrero products have chocolate inside and children love the chocolate so they ask their parents to buy Ferrero products. Furthermore children easily influenced. In France, out of three couples; two buy ferrero products.

The demand change according to the fairs of the year. For example, sweets in chocolate like “kinder” or “fererro rocher” are demanded a lot for Christmas and for Passover. The “Nutellla” is used all the year. So the demand doesn’t change very much.

The market is expanding. Ferrero is a recently firm, it was born in 1946, and for twelve years it has been in expansion. The turnover in twelve years in France has been multiplied by three. The firm Ferrero occupe the sixth place on the world market for the chocolate-sweets sector. Ferrero will continue to grow up.

The size of the market is international, the biggest market is in the European Union.

 

 

Description of the supply

The others competitors are Cadbury for some eggs of Passover in chocolate, Lindt Nestlé and lots of others brands for the chocolate, there is no competitor for the legendary nutella. There are also all the hypermarket ‘s products which are competitors of the brand ferrero. Therefore, the competitors are not very dangerous because they don’t manage to get exactly the same taste when they imitate Ferrero so people prefer buy the original product, not its copy. Those which are the most dangerous are the firm which make their own products without try to imitate Ferrero like for an exemple Lindt.

Check-up of the company

The firm successful is due to the quality of products and for the most to the Nutella which is its most famous product. Each product of Ferrero is totally new, they never imitate other and they often create new ones.
The relations of the firm with the rest of the world are good, Ferrero works a lot with Europe and the America (United States and south America) but also with Asia. So Ferrero takes place different places scattered in the world.
The difficulty faced for Ferrero would be a new competition which would be more important. In this situation, Ferrero would have to make more publicity to keep the intention of people.
Nowadays, Ferrero will multiply his adverts but not on TF1 because for the same profit TF1is lower than others channels.
Ferrero have just organised a new collection for the year with Kinder and Nutella, called “destination loisirs”. It consists of buying kinder and nutella’s products and you get points to receive presents like a watch, a lego… The last game of Ferrero was called “Boni’z” with the same principle. It was with David Douillet.
The slogan of Ferrero in 1999 were “Savoir recevoir c’est savoir offrir” and “ L’assurance de faire toujours plaisir”. The budget of the slogan in 2001 was 629 million of dollars. (transnationale.org)

 

 

 

To resume Ferrero : (mind-advertising.com)

Brands
Nutella Kinder Surprise (Canada)
Estathe Giotto
Mon Cheri Duplo
Ferrero Rocher (USA) Tic Tac (USA)
Kinder Cereali (Italy) Milch Schnitte (Germany)

Wordlwide
Ferrero USA Ferrero Mexico
Ferrero Germany Ferrero France
Kinder Egg (Brazil) Ferrero Snacks (Italy)
Kinder Surprise (Austria) Kinder Cereali (Italy)
Kinder Surprise (Russia) Kinder Surprise (Italy)
Kinder Surprise (UK) Nutella (Italy)
Ferrero Group Argentina Kinder Surprise (UK)
Nutella (Germany) Nutella (Austria)
TicTac (Germany) Nutella (USA)
Milch Schnitte (Germany) Ferrero Group (Russia)

Personal comments

We have chosen this firm because of its products that we like and because it’s a recently firm and we didn’t know its story, its organisation, its labour, its relations with the world. So we wanted to know more about it. And because it’s an interesting, famous and original firm.

First, we tried to find information on internet to complete this work. We divided the labour: one made two parts and the other made the rest. We exchanged frequently a floppy disk to complete or correct the work made by the other.
We made our research with google , we sorted the internet sites and we chose many that are :

ferrero.fr
courttv.com
confectionary news.com
londonstockexchange.com
europages.com
euronext .com
others Stock exchange sites
ferrero.it/ferrero.htm
transnationale.org
mind-advertising.com
ferrero.com

We estimate our work as quite good, not excellent and perfect but not bad at all.

We hope that this work will make your mouth’s watering !