"WAKE UP TO NUTELLA" CAMPAIGN of 2007 in UK
1. Context Analysis
This communications plan targets the "Wake Up to nutella" promotion marketing campaign of 2007 in the UK. The look of the campaign by the Ferrero Group UK had taken around eight weeks and the advertising campaign had a total duration of around one year. (See Appendix 1 for further information about the company profile and its range of products).
a. The inner and exterior context
The most significant opportunity of Ferrero was its differentiated nutella product that had low competition in the UK market. Main opponents were only Rowse Chocolates and Hazelnut Spread and Traidcraft Fairtrade Chocolate Hazelnut Spread.
Furthermore the prices of nutella created a chance for the business, as nutella was cheaper than the competitive products.
Main
