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 !