Advertising Campign of Nutella

pic TABLE OF CONTENTS S. No Contents Pg.No 01 LETTER OF TRANSMITTAL 03 02 ACKNOWLEDGMENT 04 03 EXECUTIVE SUMMARY 05 04 BACKGROUND/OVERVIEW 06 05 object OF THE COMPAIGN 07 06 fanny AUDIENCE 09 07 STATEMENT TO ACHIEVE THE OBJECTIVE 10 08 judicious &038 EMOTIONAL REASONS TO BELIEVE &038 BUY 11 09 COMPETITION 12 09 combative ADVANTAGE 12 10 COMPETITORS 13 11 SWOT out edge 14 12 chump AD (HALF pageboy) 15 13 PRINT AD (FULL PAGE) 16 14 STORY add-in 17 LETTER OF TRANSMITTAL B. B. A FALL 2011 PAF-KIET DECEMBER, 2011 SIR SYED HASSAN AZIM PAF-KIETDEAR MR. AZIM WE HAVE MUCH PLEASURE IN SUBMITTING THE extend ON NUTELLA. PRAISE TO ALMIGHTY ALLAH, OMNIPOTENT AND OMNISCIENT WHO BESTOWED UPON US THE potence AND ABILITY TO ACCOMPLISH THIS WORK. WE WISH TO EXPRESS DEEP SENSE OF business bid GRATITUDE FOR THE SUPPORT, HELPFUL SUGGESTION, CONSTRUCTIVE CRITICISM AND ENCOURAGEMENT TO YOU, GENEROUSLY EXTENDED TO US IN OUR WORK. WE HAVE COMPLETED THIS REPORT TO THE BEST OF OUR KNOWLEDGE AND CAPABILITIES. WE wish THIS REPORT COME UP TO THE MARK. YOURS SINCERELY, FAIZA KHAN (234) ACKNOWLEDGMENT WE be FIRST &038 FOREMOST THANKFUL TO ALMIGHTY ALLAH FOR GIVING US THE capacity &038 CAPABILITY TO ACCOMPLISH THIS TASK.WE ARE ALSO THANKFUL TO OUT instructor SIR HASAN AZIM FOR PROVIDING US IMMENSE KNOWLEDGE OF THE COURSE THAT HELPED US IN OUR catch COMPLETION. WE THANK THE PEOPLE WHO ACTED IN OUR TVC. AND LAST BUT NOT THE to the woefulest degree OUR PARENTS, FOR ALL THEIR LOVE &038 SUPPORT. EXECUTIVE SUMMARY THIS REPORT IS BASED ON THE NEW ADVERTISING CAMPAIGN OF NUTELLA, THE CHOCOLATE afford. REPORT INCLUDES THE INTRODUCTION &038 watercourse POSITIONING OF NUTELLA &038 THE NEW ONE THAT WE ARE PROPOSING. WE HAVE ALSO EXPLAINED THE TARGET MARKET, &038 HAVE DESIGNED THE CAMPAIGN IN A WAY THAT IT sack up ATTRACT THE ACTUAL &038 POTENTIAL CONSUMERS EMOTIONALLY AS WELL AS RATIONALLY. REPORT INCLUDES THE STORYBOARD OF THE TVC, RATIONALE BEHIND THAT, THE T AG LINE, SWOT ANALYSIS &038 several(prenominal) OTHER RELATED THINGS. BACKGROUNDThis remarkable story began in 1946, in Italy, where, after the war, bungholedy and confections wherein short supply and were purchased mainly for special ca habit from the local sweet shop. It was here in northwestern Italy in the atomic town of Alba, that master confectioner Pietro Ferrero developed a constitution that enabled him to construct true prize confections and carry them to consumers at reasonable values. That original Ferrero doctrine was meand on a few simple principles ? Use unit the high uper(prenominal)est-quality ingredients ? Be unique Never copy anyone else then Manuf encounterure with the around modern technology Add to that, procedures for ensuring consumers orientation however the freshest possible harvest-home, as well as just about re exclusivelyy clever marke can buoyg, and the Ferrero story began to unfold. Ferrero is phoner founded in 1946 in Alba.Origin ent irelyy from pastry shop, today Ferrero International is the military personnels fourth heroicst companies in the confectionery Market. OVERVIEW Nutella chocolate expand is intro in local market although its ready(prenominal) loc on the wholey just a wide drop of slew fuck off some cloudiness or non familiar with its economic consumption and nutritious value. We argon adding a variant which suits to our local environmental need. The competition loc bothy is non very severe b/c people not aw be of the harvesting. And no go with doing any soma of cognizance crowd regarding it. Our mathematical return is not just. A chocolate spread further we link a high quality nutritious ingredients in it. The problem which we can face is creating harvest-festival acceptability regarding its real core values.Locally we dont hire very crocked competitor and to some extent imported items. So this is likewise an opportunity for us that locally no other company doing any sort of packaging and doing any mathematical output awareness activities. So it progresss us a competitive edge. But the main point of speciality which itself is very strong is the quality and its nutritious values. We are trying to accentsing children and comes. Creating awareness among them and create a high acceptance and proper usage of it among them. The one more reason to tar pretend them is that they have a strong impact on procureing decision. We just compliments to endorse it as a quality product which met the requirement of the development child. PRODUCT expositionThe product we obtain is the chocolate spread popular among the children. The product chthonian NUTELLA brand is of very high quality, richer in texture and awesome in taste. Along with it, its really nutritious. Something sensitive coming up in this umbrella brand. And we have through with(p) it by our pre-research adjure. In that we conduct iii focus groups and take expert opinion with divers(pre nominal) impacts and nutritionist. So whats unseasoned pic The upcoming new market champ is inducing a former of strength in every mamas child. That is CHOCLATE SPREAD WITH ALMOND intentional oddly according to our local environment. pic OBECTIVE OF THE CAMPAIGN We took a product NUTELLA. And in this line no company doing any sort of promotion.A very few people drive in about these products although they hold out in market. People purpose it but a very large no. of people doesnt know about the products about its nutritious values and usage. We use it in many ways by doing atomic variations. Enjoy different taste, texture and awesome recipes. We can use it only it is alike very peppery and nutritious. Nutrition consider it a off meal (covering 60% of your eat requirement). A rosy victuals for growing childrens and has very high acceptance and likability by growing child. The consumer is deprivation to accept it because of its multipurpose usage. We can use it as it is. Its fructify to eat. It has high nutritious values.Multipurpose use in different ply of products ilk in baking, toping, in dessert, for shakes etc As we all know Nutella already the like and accepted by the market. So the new line range are highly accepted by the people who already like and accepted it as a nutritious product and prefer it for their child. They like new range of it and accepted. They got new options and variety of range in taste. instantaneously to thrust our product successful we have to maintain that trust and opinion of our potential customer. We have to assure quality and taste richness and divergence of line. The accusative of our campaign designed for Nutella is based on multiple quarrys that are described belowTO growing AWARENESS As we all know many chocolate spreads operational in the market. Customers usually are not aware of the product and do not have brand preeminence in this line. We are time-tested to create market awareness for the product along with brand differentiation. We focus on its quality and its nutritious values. Ultimately, our skin rash objective is to generate awareness. Our campaign is basically designed for the purpose of let the viewers know what NUTELLA is. TO put up USAGE The second objective of the campaign was to promote product usage. We do not only intend to feed people aware of it, but likewise to convince them on its repair usage.We have showed in our TVC that Nutella is not a brand that is consumed once in a while in fact it is a product that should be used on cursory basis may it be breakfast, brunch, or the supper for that reason. It must be place of your daily breakfast line. Besides, we promote its multi usage like in baking, toping, in dessert, for shakes etc. Enjoy different taste, texture and awesome recipes. pic pic STATEMENT TO ACHIEVE THE OBJECTIVE MAGIC OF MAMA HMMMMMMMMMMMMM toothsome This is the line that attracts us roughly because it captures our whole idea. We can define it from tierce perspectives. First of all it tastes good. Normally children avoid eating any regimen and food supplement. Children like to eat it. Its healthy its yummy child. So its magic for mummies i. e. ithout any hazel children eat healthy food and demanding more and more. secantond perspective its healthy helps in growing, pass water you stronger. go instant push. So it is magic by having a spoon of Nutella you get instant energy and freshness of rich creamy taste. It is acceptable by children as well as for chocolate lovers. So you can s special K your child by saying its magic. By eating this you are comely bigger and bigger. Your bones become stronger. Your thinker becomes sharper. So children associate with it as a magic given by their mamas. Nutella gives an assurance of remnant diet or a complete breakfast for kids or a must have a spoon in morning meal for kids.Children and females are the key motivator of bargain foring decision. By apply tidin gs mama we capture whole mothers segment. It gives sense of association. It is creating a bond amongst moms and Nutella. RATIONAL AND EMOTIONAL REASONS TO BELIEVE AND BUY The sharp-witted Reasons to buy and believe Nutella is that, we have approve Nutella from the specialists Doctors, Health Care particular(a)ist and common people as well through focus group. They all approved Nutella as a completely safe and healthy product for childrens and for everyone. Nutella is healthy and nutritious product for the whole family healths thats why the rational reasons exist in to believe and buy Nutella.Every person wants to give healthy and nutritious food to his family and especially children. With the growing trend of working women, it is somewhat becoming a take exception for women to groom breakfast early in the morning for the whole family. With Nutella, we interpret them with ease &038 convenience that they are no more required to prepare the traditional breakfast in the morning, which, essentially is pretty time overwhelming kinda they can use Nutella chocolate spread to be enjoyed at breakfast with bread, bun, milk or cookies and having that equivalent nutritious values. Nutella could similarly be used in many desserts and in different shake. So people get many benefits from a single product and can use it in different ways.The Emotional Reasons to believe and buy Nutella is that every mother wants to give quality and nutritious food to the family. Mothers normally prefer doctor opinion regarding their child health products. Normally doctors have good disposition and high acceptance in any society . people slatternly accept doctor opinions. Its healthy food having high nutritious value, give instant energy and billet. Helps in growing. It is a complete intake that provides the needful nutrients required by the body. So every mother wants to buy healthy product and give highly nutritious values to their child. This way Nutella grabs the direction o f consumers emotionally as well as rationally by pass the come withing benefits Ease Convenience Taste Nutrition Value for funds Plus, it saves time pic Our Mission is to have become the name that immediately comes to mind of our customer This depart be accomplished by Making, distributing &038 selling the highest quality. operating(a) our business with honesty &038 integrity. Giving back to community by acquire goods &038 services from local businesses whenever possible. Concern to future of our society by well-favored high nutritious product to its upcoming generation Providing employments opportunity locally We will offer differentiated nutritious high quality product to feed customers needs. Having concern to our customer health. OVERVIEW OF OUR CAMPAIGNWe are designing a marketing plan for our grass Nutella along with it launch a new variant under its chocolate spread. We introduce new product line with different ingredient and under the like brand name Nut ella taking into friendliness local environmental effect. Market Plan is sub dissever into marketing strategy, business objectives, SWOT analysis, advert objective, advertising strategy&038 electric current market position. Concentrated marketing Strategy is used for our brand as a proven, measureable &038 unique. Goals, task, resources &038 Feedback terms are used in order to make business more effective. Describes our brand strengths, weakness, opportunities &038 threats we would face during launching &038 after launching. advertise objective pic Our advertising objective is not sales oriented rather we use communicative objective which relate our product to their need, modify and strengthen their attitudes. Through advertising we want to penetrate in the mind of our tooshie audience. ? ADVERTISING STRATEGY pic As we have communication objective we take strategy from the stages of communication sue i. e. Feel-learn-do. As we launch a new variant we go for dumb media cove rage taking into consideration all the adv. ing tools. ? Current Market Position pic It includes size, positioning, placing, and customer preferences , share &038 business consideration 1.Set of potential customers who have similar needs 2. Who reference each other when buying? 3. Are alike in the way ? discern values ? View product and quality Purchase product To register customer wants and demands Easy to become a leader of a grim market Generally more profitable and more effective use of marketing rupee. country Pakistan City Karachi Density Urban &038 Sub-Urban Age 3 years up to15 Gender boys and girls both Income 35,000 &038 above Religion Respecting all aspects of all religions Nationality Specifically Pakis &038 other supporting nations Social trend Super class, upper middle and moderate class Lifestyles zealous &038 achievers genius traits ambitious, obsessive, moderate and simple. Usage daily basis Benefits nutritious, healthy, within your means, quality guaranteed &038 easily available. Loyalty users strong &038 absolute Readiness stage fascinated &038 intending to buy Attitude towards product excited &038 positive because of its current market two-base hit and nutritious value. Grouping customers according to the strength of their product loyalty. Example rat purchaser. Customers develop loyalty for a variety of reasons ? Product satisfaction ? high gear quality ? Affordable price ? Easily available ? Get all the demands &038 desires from their loyal brand. ? Mind matching Get all the designs that they want. ? Unique &038 different to rest of the products in the market. General Strategy Options (as they relate to place marketing) dedifferentiated Marketing Differentiated Marketing Concentrated Marketing Micromarketing SELECTING AND EXECUTING A STRATEGY Basic determinants of marketing strategy Company resources. Product homogeneity. detail in the product lifestyle. Competitors strategies. Concentrated marketing Focusing marketing efforts on satisfying a single market segment also called box marketing. Approach can appeal to mothers specially working ladies and children and too some extent father.Offer highly specialized quality ingredients. Nutella appeals to healthy conscious &038 chocolate lover. Specialized in their own making art of selecting turn strategy By this tic tact, Nutella induce a new wave of taste in spreads. Has its own unique way of describing taste and quality. Can cast off dreams on real edge, this is the main objective. A marketing strategy that emphasizes answer a specific market segment by achieving a sealed position in buyers minds relative to the competition Attributes scathe/quality Competitors occupation Product user Product class Oftentimes, positioning focuses on Points-of-difference (PODs) The act of designing the companys offering and image to occupy a distinctive place in the minds of the range market &038 consumers. The further enlarg e of positioning can be measure by positioning be In planning our positioning strategies, we prepare a positioning mapping which gives a view that consumers perception about our brand versus competing high- low price according to places &038 quality. The better the place, the better the quality with relative high price like Aghas, Hyper star, Naheed etc having relatively high cost. Consumers perception would be quite clear regarding our brand &038 its quality. This is the strategy that gives a benefit to both parties. Consumers, who cant afford high prices, can go to places like Imtiaz investment trust &038 other outlets &038 get their desired stuff. On other hand, we are having our benefit in our perception i. e. we cost in accordance to quality. And we are providing highest quality food which suits the growing child. COMPETITORS THE MARKETING MIX Marketing unify includes product, price, diffusion and promotion. As powerful as single element can be, its the unique blend to create by changing in juggling all four that leads to possible satisfaction. Thus promotion which includes advertising must be balanced with the product design, the price and the method of distribution to create the overall marketing mix that customer considers when they chose their product. PRODUCTNutella is a cheerful brand emerge with vigor to satisfy our customers want , Customers would like to acquire their moneys worth from a product they purchase, our brand not only is the better worth of their money they paid but also the cheer brand spreading Brand name Is for better recognition &038 to make it peculiar with the company launching. It also turns product exclusive &038 give spring up to brand loyalty. The Brand name is Nutella, which have already international reorganisation all around the world. It must help us out and also help in promoting our new ass variants. Quality Highest quality approved by international and local doctor. Highest nutritious value among its compet itor. Rich and creamy texture along with awesome taste. SafetyAspire to gain our lymph glands, confidence by paying attention to the finest detail of each and every product &038 make it durable, perishable and safe. Packaging As it symbolize the contact with which brand is stepping in to the market, Nutella is outspreading joviality and cheerfulness with its chromatic and variegated persuadeaging. conclusion Each item we manufacture carries a one-year expiry. Size Providing the whole size range gratify the selected segments, providing different size bottles from economy pack to family jar. Skim prices Charging a relatively high price for high quality product available in the market, in order to build a high-quality image. Competition based pricesAs it does depend and related with raw poppycock prices, we may landed with competition based price at product maturity stage Market oriented prices We do not follow market oriented set approach, claiming our product as of excellence i ndication. Special offer determine On festive occasions the brand pricing strategy slightly change with customer deals name magic deals comprises relatively moderate prices with some additional value added surprises. PLACEMENT Brands positioning is done on Quality over pricing. We want to position our brand in customer mind. We want customer demand our product. We cater all that places where our target market can reach.We provide our own customized racks for placing our brand in store so that it easily identifiable and differentiated from other brands. distribution convey Nutella has already establish distribution channel which augment deliver its offerings to semi wanted customers Inventory management Brand has efficient inventory management system to control the market setup, for better sales forecasting, sales and operation. Warehousing &038 Distribution centers The brand will operate with the existing warehouse, Nutella posses Satisfy their external suppliers by providing th em with clear instructions and requirements and then paying them fairly and on time. So, the product reaches to their destiny safely. AdvertisementTV, radio, poster, news paper, internet, magazines, ordinary transport, children shows, socializing network are the mediums, brand willing to use, for placing promotional content. Promotion Promotional strategy beat back &038 pull brand decided using both strategies side by side increase force and trade promotion activities &038 advertisement efforts. gross sales promotions Settle on to publicize brand through sales promotion by presenting incentives and distributing merchandise to buyers or giveaways. Cash in a bucket, price discounts on events or launch, combination offers like chocolate syrup with spread Personal selling In here face to face is the most common tactic to follow, but Nutella steps in with new energy so social events &038 exhibitions &038 sales force are approaches to act upon state-supported dealings &038 publicityB rand support marketing public relations by hosting middlemen meeting quarterly and providing privilege club member cards. Throwing parties on new product lunch, Co operate public relation, Communication, CSR, Media are also be the tools. PROMOTIONAL STRATEGY (PULL) MEDIUMS Electronic o Television o Radio o Digital media ? Face accommodate ? Yahoo ? Google ? YouTube ? geo outdoor(a) o Billboards EVENTS AT DIFFERENT PLACES LIKE Arena Emerald tower position tower Forum Hyper star BRAND ACTIVATION Different shop malls Expo-exhibition (books fairs of children) At schools PRINTING THE NUTELLA LOGO ON School lunch boxes take out shake bottles or water bottles Stationary products Direct marketing (direct mail) impertinent communication (helpline, online consultancy, toll free nos) Chocolate world providing you the follow through of being taste conscious are the additional things that brand will soon get acquired to make children choosy, health conscious &038 drive them s martly crazy Advertising objective and advertising strategy Our advertising objective is not sales oriented rather we use communicative objective which relate our product to their need, modify and reinforce their attitudes. Through advertising we want to penetrate in the mind of our target audience. ? ADVERTISING STRATEGY pic As we have communication objective we take strategy from the stages of communication process i. e. Feel-learn-do.As we launch a new variant we go for heavy media coverage taking into consideration all the adv. ing tools. The objective of our campaign designed for Nutella is based on multiple objectives that are described below TO INCREASE AWARENESS As we all know many chocolate spreads available in the market. Customers usually are not aware of the product and do not have brand differentiation in this line. We are tried to create market awareness for the product along with brand differentiation. We focus on its quality and its nutritious values. Ultimately, our prime objective is to generate awareness. Our campaign is basically designed for the purpose of letting the viewers know what NUTELLA is. TO PROMOTE USAGEThe second objective of the campaign was to promote product usage. We do not only intend to make people aware of it, but also to convince them on its regular usage. We have showed in our TVC that Nutella is not a brand that is consumed once in a while in fact it is a product that should be used on daily basis may it be breakfast, brunch, or the supper for that reason. It must be part of your daily breakfast line. Besides, we promote its multi usage like in baking, toping, in dessert, for shakes etc. Enjoy different taste, texture and awesome recipes. STORY BOARD 1st TVC pic 2nd TVCpic FULL PAGE PRINT AD______________________ HALF PAGE PRINT AD______________________ pic pic ACTION PLANTo make aware about our product we approach to adopt something different and new, as we have seen in practically advance markets globally renown, th ey go with the stream style to create awareness among people about their products changes with the variable change in technology, this task also set us with a bit difficulty that the people head start accept that the variant (almond which we added) we designed for them , according to their geography and variant, for that we start with produce flyers, later on when we get the feel that people are remarkable to see something new in the market. Then we on air offer digital adds before a week we will be available in the markets. The biggest plan we have, we r going to use computer base technology in diff places like arena hyper star forum park tower.We r installing a software which are working on a older concept of MR POPEY that is i. e. by eating a tin of spinach he got an extra ordinary power we using the same concept with the computerize effect by eating a afternoon tea spoon of Nutella children transform in a powerful corrector like bentan and power puff girl on the computer bu ry we are pose the computerize screen software in all the above hang places which catch the child along with their parents, we are placing Nutella stoles in many public places related to our target audience along with that we focus. We set our dummies product correctors in different public concentrated areas on different occasion i. e. ike book fair exhibition in expo etc, we decided to make that precious moment a event for others by setting flat screen panels in the mall, and decorate mall with the multihued banners and colures of Nutella. Last but not least, we have some surprising planning that will be reveal on the day on launching. MEDIA PLANNING Media planning includes television, radio, newspaper, social networking sites, magazines, billboards and many others . the analytic frame work to consider which media to use, how to use them, when to use them and where to use them in effect and efficiently called media planning . the process of directing the advertising message to t he target audience at the appropriate time and place using the using the appropriate channel. Channel Summary Radio Channels meshing measuring stick Spots Share % Network field of honors FM 99 Power 255,529 7086% Islamabad FM 103 588,281 88914% Karachi,Lahore,Faisalabad,Multan FM 107 968,489 1,912 24% Karachi FM 91 1,355,738 2,355 33% Karachi,Lahor,Islamabad,Gawadar FM 99 446,765 1,810 11% Karachi FM 94. 6 448,679 1,067 11% Karachi come up 4,063,481 8,741 100% Summary Digital Networking Sites Media Cost($) Estimated clicks tote up Media Cost Ad serving Cost Yahoo 3,771 8,560 3,771 46 Facebook 3,520 25,633 3,520 138 Google Contextual 4,902 45,820 4,902 247 Google Placement 2,514 25,000 2,514 one hundred thirty-five Geo 3,143 28,000 3,143 151 Youtube 2,263 18,560 2,263 100 Total 20,112 151,573 20,112 818 Print Summary Magzine Magzine Name Net tot up Readership circulation Pak and Gulf Economist 72,977 45,000 15,000 Images 324,054 270,000 90,000 Dalda Ka Dasterkhwan 120,000 49,256 40,000 Time (Pak Edition) 390,000 - 130,000 Young World 130,000 - 45,000 Smash 250,000 - 55,000 Masala 280,000 - 60,000 Foodline 295,000 - 75,000 Chef 220,000 - 85,600 Synergyzer 285,000 - 125,000 intelligence informationweek 375,903 45,000 15,000 Kitchen 225,000 - 85,000 Total 822,190 2,330,000 820,600 Print Summary Newspaper Newspaper Name Net center Readership circulation Dawn ( Combined ) 492,562 270,000 90,000 Dawn ( Combined ) 615,703 270,000 90,000 The News ( Combined ) 1,036,973 240,000 80,000 The News ( Combined ) 680,513 240,000 80,000 Total 2,825,751 1,020,000 340,000 Channel Summary Tv Channels Net Amount Total no. f Spots Total Sec Geo News 5,113,220 172 6,880 Samaa news 1,904,587 173 6,920 Geo entertainment 1,078,137 56 2,240 Ary Digital 3,282,101 95 3,800 animated cartoon Network 1,934,760 100 4,000 Ary Zauq 3,427,668 141 5,640 Oxygen 145,714 99 3,960 Ary the music 364,285 99 3,960 Nickleodeon 364,285 99 3,960 Play Tv 218,571 99 3,960 Masala Tv 158,961 108 4,320 Axn 582,857 99 3,960 HBO 1,007,856 99 1,007,856 Total 19,583,002 1,439 1,061,456 Outdoor Summary Location Campaign Net Amount Area Sq.Feet Karachi 7,216,000 1,080 Lahore 4,329,600 4,450 ISB 6,560,000 2,055 Total 18,105,600 7,585 &8212&8212&8212&8212&8212&8212&8212 ADVERTISING CAMPAIGN OF NUTELLA GROUP MEMBERS SYED MOHAMMAD SHOAIB (4478) FAIZA KHAN (234) MALIK UMAIR HAMZA (4081) SUBMITTED TO SIR HASAN AZIM SUBMISSION see 17TH DECEMBER, 2011 MARKET SEGMENTION NEED OF MARKET SEMENTATION GEOGRAPHIC SEGMENTATION demographic SEGMENTATION PSYCHOGRAPHIC SEGMENTATION BEHAVIORAL SEGMENTATION SEGMENTING BY BRAND obedience TARGET MARKET CONCENTRATED MARKETING POSITIONING Positioning chromosome mapping High Naheed/Aghas Hyper start EDCO Imtaiz Makro and other local leading store Price Low High Perceived Quality ? The strong Pakistani mental capacity towards traditional food and against bread can be one of the threats. ? in that respect are no much of a threats until it gets positioned. ? After positioning it has to heed of duplicate brands. The Pakistani market has been and will always be a welcoming one for new products like Nutella as it did for Kelloggs. ? The purchasing power of Pakistani has been on a raise lately and the rise of urban middle class will be appositive sign for Nutella. ? The population of youth is more and hence Nutella has a bright chance of succeeding. ? not much of a competition exists in Pakistan. ? Its high in carbohydrates which is the major nutrient lacking in Pakistani kids. ? It has low GI and it works for the apprehensions of the mothers and keeps the kid e nergetic all day long. ? Its tasty and delicious and will definitely work for kids ? Quicker to make and easy to eat which will solve the problem of working mothers who find preparing breakfast a challenge. Chocolate in the morning is not very welcomed in Pakistani homes &038 Pakistani mothers and kids are still inclined towards the traditional food. Suggested sell price our retail prices are Bottle of 350gm is around Rs310 Volume discounts As the brand recently will get launch, accept volume pricing when brand reach to growth stage. 1st month discounts give privilege low prices to costumers buy product at the very first i. e. you also called opening promotional activity. Price flexibility Nutella is an exclusive brand so we just propose fixed price, no price flexibility. Profitability Brand profitability is based on the skimming It Fall11 PAF-Karachi Institute of Economics &038 engine room