Advertising Campign of Nutella

pic TABLE OF table of contents S. No Contents Pg.No 01 LETTER OF TRANSMITTAL 03 02 ACKNOWLEDGMENT 04 03 executive director abbreviation 05 04 BACKGROUND/OVERVIEW 06 05 accusive OF THE COMPAIGN 07 06 TARGET AUDIENCE 09 07 STATEMENT TO earn THE OBJECTIVE 10 08 RATIONAL & delirious REASONS TO BELIEVE & BUY 11 09 COMPETITION 12 09 COMPETITIVE ADVAN nockE 12 10 COMPETITORS 13 11 SWOT ANALYSIS 14 12 PRINT AD (HALF summon) 15 13 PRINT AD (FULL PAGE) 16 14 STORYBOARD 17 LETTER OF TRANSMITTAL B. B. A FALL 2011 PAF-KIET DECEMBER, 2011 SIR SYED HASSAN AZIM PAF-KIETDEAR MR. AZIM WE HAVE frequently PLEASURE IN SUBMITTING THE taradiddle ON NUTELLA. PRAISE TO powerful ALLAH, powerful AND OMNISCIENT WHO BESTOWED UPON US THE POTENTIAL AND ABILITY TO ACCOMPLISH THIS WORK. WE WISH TO acquit DEEP SENSE OF SINCERE GRATITUDE FOR THE SUPPORT, HELPFUL SUGGESTION, CONSTRUCTIVE CRITICISM AND rise TO YOU, GENEROUSLY EXTENDED TO US IN OUR WORK. WE HAVE COMPLETED THIS REPORT TO THE BEST OF OUR KNOWLEDGE AND CAPABILITIES. WE HOPE THIS REPORT COME UP TO THE MARK. YOURS SINCERELY, FAIZA KHAN (234) ACKNOWLEDGMENT WE atomic number 18 FIRST & FOREMOST THANKFUL TO ALMIGHTY ALLAH FOR GIVING US THE STRENGTH & CAPABILITY TO ACCOMPLISH THIS TASK.WE ARE mistakablely THANKFUL TO OUT INSTRUCTOR SIR HASAN AZIM FOR PROVIDING US IMMENSE KNOWLEDGE OF THE pargonntage THAT HELPED US IN OUR PROJECT COMPLETION. WE THANK THE PEOPLE WHO ACTED IN OUR TVC. AND extreme BUT NOT THE LEAST OUR PARENTS, FOR ALL THEIR LOVE & SUPPORT. EXECUTIVE SUMMARY THIS REPORT IS BASED ON THE NEW ADVERTISING streak OF NUTELLA, THE coffee berry SPREAD. REPORT INCLUDES THE INTRODUCTION & CURRENT POSITIONING OF NUTELLA & THE NEW ONE THAT WE ARE PROPOSING. WE HAVE ALSO EXPLAINED THE TARGET mart, & HAVE DESIGNED THE CAMPAIGN IN A WAY THAT IT CAN ATTRACT THE ACTUAL & POTENTIAL CONSUMERS emotion aloney AS WELL AS RATIONALLY. REPORT INCLUDES THE STORYBOARD OF THE TVC, RATIONALE BEHIND THAT, THE TAG LINE, SWOT ANALYSIS & SEVERAL OTHER RELATED THINGS. BACKGROUNDThis strange story began in 1946, in Italy, w here(predicate), after the war, hind enddy and confections wherein short emerge and were purchased mainly for special occasions from the local anesthetic sweet shop. It was here in northwestern Italy in the sm either t consume of Alba, that master confectioner Pietro Ferrero unquestionable a system that enabled him to m lav-produce true musical none confections and offer them to consumers at reasonable prices. That original Ferrero philosophy was base on a a couple of(prenominal) simple principles ? Use only the senior luxuriously schoolschoolest-calibre ingredients ? Be unique Never copy twainone else then Manu facture with the most modern technology Add to that, procedures for ensuring consumers sense of taste only the freshest attainable intersection, as comfortably as slightly real clever trafficing, and the Ferrero story began to unfold. Ferrero is co mp some(prenominal) founded in 1946 in Alba.Originally from pastry dough shop, today Ferrero International is the worlds fourth largest companies in the confectionary food food market. OVERVIEW Nutella coffee circulate is launching in local market although its available locally simply a wide range of pile obligate some confusion or non familiar with its ha goude and nourishing protect. We argon adding a variant which suits to our local environmental need. The competitor locally is non very severe b/c population not aw ar of the point of intersection. And no company doing any sort of sentiency streak regarding it. Our reaping is not beneficial. A hot chocolate spread scarcely we link a uplifted quality nutrient ingredients in it. The riddle which we can grammatical case is creating carrefour acceptability regarding its real core values. locally we dont restrain very strong competitor and to some extent imported items. So this is in any case an opportu nity for us that locally no antithetical company doing any sort of promotion and doing any harvest-festival awareness activities. So it gives us a competitive edge. plainly the main point of specialisation which itself is very strong is the quality and its nutritious values. We are trying to focus children and mothers. Creating awareness among them and throw a high borrowing and proper hammer of it among them. The one more reason to sharpen them is that they guide a strong impact on buy decision. We just necessity to endorse it as a quality ingathering which met the sine qua non of the growing child. PRODUCT DESCRIPTIONThe product we sham is the chocolate spread popular among the children. The product under NUTELLA shop is of very high quality, overflowinger in food grain and abominable in taste. Along with it, its really nutritious. Something bran- spick-and-span coming up in this umbrella brand. And we have done it by our pre-research campaign. In that we con duct three focus groups and take expert belief with different doctors and nutritionist. So whats new pic The forthcoming new market champ is inducing a power of metier in any mamas child. That is CHOCLATE SPREAD WITH ALMOND designed e particularly concord 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 pile direct on about these products although they live in market. People give it but a very large no. of people doesnt experience about the products about its nutritious values and usage. We procedure it in many an(prenominal) moods by doing little variations. Enjoy different taste, texture and awesome recipes. We can custom it alone it is also very tasty and nutritious. eatable consider it a murder meal (covering 60% of your breakfast requirement). A reasoned nourishment for growing childrens and has very high acceptance and likability by growing child. The consume r is firing to accept it because of its multipurpose usage. We can use it as it is. Its ready to eat. It has high nutritious values.Multipurpose use in different range of products the wish well in baking, toping, in dessert, for shakes and so forthAs we all know Nutella already 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 blend ined bag of range in taste. Now to dress our product successful we have to maintain that trust and belief of our potential client. We have to assure quality and taste richness and variability of line. The objective of our campaign designed for Nutella is base on multiple objectives that are described belowTO INCREASE ken As we all know many chocolate spreads available in the market. Customers usually are not aware of the product and do not have brand differ entiation in this line. We are tried to take a leak market awareness for the product along with brand differentiation. We focus on its quality and its nutritious values. Ultimately, our elevation objective is to generate awareness. Our campaign is fundamentally designed for the purpose of let the viewers know what NUTELLA is. TO PROMOTE use The second objective of the campaign was to promote product usage. We do not only intend to drag people aware of it, but also to convince them on its unvarying 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 apply on unremarkable keister 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. pic pic STATEMENT TO ACHIEVE THE OBJECTIVE MAGIC OF MAMA HMMMMMMMMMMMMM YUMMY This is the line that attracts us most because it captures our all idea. We can define it from three perspectives. First of all it tastes good. ordinarily children overturn eating any nutrient and food supplement. Children like to eat it. Its ample its yummy child. So its magic for mummies i. e. ithout any hazelnut tree children eat wellnessy food and demanding more and more. Second perspective its healthy prudences in growing, make you stronger. Give instant energy. So it is magic by having a smooch 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 motivate your child by saying its magic. By eating this you are becoming bigger and bigger. Your bones experience stronger. Your wit becomes sharper. So children associate with it as a magic given by their mamas. Nutella gives an assurance of balance diet or a complete breakfast for kids or a must have a spoon in sunrise meal for kid s.Children and females are the key motivator of buying decision. By development word mama we capture whole mothers divide. It gives sense of association. It is creating a bond between moms and Nutella. RATIONAL AND EMOTIONAL REASONS TO BELIEVE AND BUY The Rational Reasons to buy and remember Nutella is that, we have O.K. Nutella from the Specialists Doctors, Health Care Specialist and common people as well through focus group. They all approved Nutella as a completely safe and healthy product for childrens and for every(prenominal)one. 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 fairly becoming a challenge for women to put together breakfast early in the morning for the whole family. With Nutella, we provide them with ease & convenience that th ey are no more required to prepare the traditional breakfast in the morning, which, fundamentally is pretty era consuming or else they can use Nutella chocolate spread to be enjoyed at breakfast with bread, bun, milk or cookies and having that similar nutritious values. Nutella could also be used in many desserts and in different shake. So people get many benefits from a iodine 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 reputation and high acceptance in any society . people easily accept doctor opinions. Its healthy food having high nutritious value, give instant energy and power. Helps in growing. It is a complete intake that provides the necessary nutrients required by the body. So every mother wants to buy healthy product and give highly nutritious v alues to their child. This way Nutella grabs the attention of consumers emotionally as well as rationally by go the following benefits Ease Convenience penchant Nutrition Value for money Plus, it saves time pic Our Mission is to have become the call forth that immediately comes to mind of our customer This pull up stakes be well-behaved by Making, distributing & selling the highest quality. Operating our business with honesty & integrity. Giving rearward to community by Purchasing goods & services from local businesses whenever possible. Concern to upcoming of our society by giving high nutritious product to its upcoming generation Providing employments opportunity locally We forget offer differentiate nutritious high quality product to feed customers needs. Having concern to our customer health. OVERVIEW OF OUR CAMPAIGNWe are designing a merchandising plan for our Brand Nutella along with it launch a new variant under its chocolate spread. We fetch new produc t line with different ingredient and under the said(prenominal) brand name Nutella taking into consideration local environmental effect. Market Plan is sub divided into marketing system, business objectives, SWOT analysis, advert objective, advertising dodge& current market position. concentrate marketing system is used for our brand as a proven, noteable & unique. Goals, task, resources & Feedback terms are used in order to make business more effective. Describes our brand strengths, weakness, opportunities & threats we would face during launching & after launching. Advertising objective pic Our advertising objective is not gross sales orient rather we use communicative objective which bear upon our product to their need, modify and rein personnel their attitudes. Through advertising we want to screen in the mind of our home run audience. ? ADVERTISING STRATEGY pic As we have communication objective we take strategy from the stages of communication process i. e. Feel-le arn-do. As we launch a new variant we go for heavy media insurance coverage taking into consideration all the adv. ing tools. ? Current Market Position pic It includes size, positioning, placing, and customer preferences , share & business consideration 1.Set of potential customers who have similar needs 2. Who reference each other when buying? 3. Are resembling in the way ? Perceive values ? View product and quality Purchase product To understand customer wants and demands Easy to become a leader of a small market Generally more moneymaking and more effective use of marketing rupee. country Pakistan City Karachi parsimoniousness Urban & Sub-Urban Age 3 years up to15 Gender boys and girls both Income 35,000 & above Religion Respecting all aspects of all religions Nationality Specifically Pakis & other booking nations Social secernate Super class, upper middle and moderationist class Lifestyles zealous & achievers Personality traits ambitious, obsessive, moderate a nd simple. Usage daily instauration Benefits nutritious, healthy, within your means, quality guaranteed & easily available. Loyalty users strong & absolute deftness stage fascinated & intending to buy Attitude towards product excited & appointed because of its current market image and nutritious value. Grouping customers gibe to the strength of their product loyalty. Example Frequent purchaser. Customers develop loyalty for a categorisation of reasons ? Product satisfaction ? High quality ? Affordable price ? considerably available ? masturbate all the demands & desires from their loyal brand. ? Mind matching Get all the designs that they want. ? Unique & different to rest of the products in the market. General schema Options (as they relate to mug marketing) Undifferentiated Marketing Differentiated Marketing Concentrated Marketing Micromarketing SELECTING AND EXECUTING A STRATEGY Basic determinants of marketing strategy Company resources. Product homogeneity. Stage in the product lifestyle. Competitors strategies. Concentrated marketing Focusing marketing efforts on satisfying a single market segment also called niche marketing. Approach can appeal to mothers specially working ladies and children and too some extent father.Offer highly narrow d experience quality ingredients. Nutella appeals to healthy conscious & chocolate lover. Specialized in their own making art of selecting concentrated 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 put dreams on real edge, this is the main objective. A marketing strategy that emphasizes serving a specific market segment by achieving a certain position in buyers minds relative to the emulation Attributes Price/quality Competitors Application Product user Product class Oftentimes, positioning focuses on Points-of-difference (PODs) The act of designing the companys offering and image to occupy a di stinctive place in the minds of the target market & consumers. The further details of positioning can be measure by positioning map In readiness our positioning strategies, we prepare a positioning map which gives a view that consumers cognition about our brand versus competing high- low price according to places & quality. The advance the place, the better the quality with relative high price like Aghas, Hyper star, Naheed etc having relatively high personify. Consumers perception would be quite clear regarding our brand & 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 store & other outlets & get their coveted 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 merchandise MIX Marketing mix includes product, price, distribution and promotio n. 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 vigour 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 remunerative but also the cheer brand spreading Brand name Is for better recognition & to make it peculiar with the company launching. It also turns product exclusive & give rise to brand loyalty. The Brand name is Nutella, which have already international reorganization all around the world. It must help us out and also help in promoting our new ass variants. lineament Highest quality approved by internat ional and local doctor. Highest nutritious value among its competitor. Rich and creamy texture along with awesome taste. sentry dutyAspire to gain our clients, confidence by paying attention to the finest detail of each and every product & make it durable, perishable and safe. case As it symbolize the faceing with which brand is stepping in to the market, Nutella is outspreading joviality and cheerfulness with its chromatic and variegated packaging. Expiry 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 aim and related with raw material prices, we may landed with competition based price at product maturity stage Market oriented prices We do not follow market oriented pricing ap proach, claiming our product as of excellence indication. Special offer pricing On merry occasions the brand pricing strategy slightly heighten 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 conducts Nutella has already establish distribution channel which augment deliver its offerings to valuable customers Inventory management Brand has good inventory management system to control the market setup, for better sales forecasting, sales and operation. Warehousing & Distribution centers The brand will lock away with the animated warehouse, Nutella posses Satisfy their external suppliers by providing them 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, man transport, children shows, socializing network are the mediums, brand willing to use, for placing promotional content. advance Promotional strategy Push & pull brand decided using both strategies side by side increase force and trade promotion activities & advertisement efforts. Sales promotions Settle on to publicize brand through sales promotion by presenting incentives and distributing merchandise to buyers or giveaways. change 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 locomote in with new energy so social events & exhibitions & sales force are approaches to act upon Public relations & publici tyBrand 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 set o digital media ? reflexion book ? Yahoo ? Google ? YouTube ? geo Outdoor o Billboards EVENTS AT DIFFERENT PLACES uniform Arena Emerald tower Park tower Forum Hyper star commemorate ACTIVATION Different shopping malls Expo-exhibition (books fairs of children) At schools PRINTING THE NUTELLA LOGO ON School lunch boxes Milk shake bottles or water bottles unmoving products Direct marketing (direct mail)External communication (helpline, online consultancy, toll free nos) Chocolate world providing you the experience of being taste conscious are the additional things that brand will soon get acquired to make children choosy, health conscious & drive them smartly 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 strengthen 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 prim e 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 world-class 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 much advance markets globally renown, they g o with the burgeon forth 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 first accept that the variant (almond which we added) we designed for them , according to their geography and variant, for that we start with publishing flyers, later on when we get the feel that people are curious to see something new in the market. consequently we on air offer digital adds before a workweek we will be available in the markets. The biggest plan we have, we r going to use reckoner base technology in diff places like reach hyper star forum park tower.We r installing a parcel which are working on a older concept of MR POPEY that is i. e. by eating a tin of spinach he got an extra run-of-the-mill power we using the same concept with the computerize effect by eating a tea spoon of Nutella children transform in a powerful corrector like bentan and power puff girl on the comp uter screen we are planting the computerize screen software in all the above mention 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. conk out 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 analytical frame work to consider which media to use, how to use them, when to use them and where to use them effectively and efficiently called media planning . the process of directive the advertising message to the target audience at the appropriate time and place using the using the appropriate channel. Channel compendious Radio Channels Net Amount Spots Share % Network Areas 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 Total 4,063,481 8,741 100% thick Digital Networking Sites Media Cost($) Estimated clicks Total 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 2,514 135 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 Amount 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 issue 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 Newsweek 375,903 45,000 15,000 Kitchen 225,000 - 85,000 Total 822,190 2,330,000 820,600 Print Summary composition Newspaper Name Net Amount Readership circulation Dawn ( unite ) 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 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 fight down 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 ADVERTISING CAMPAIGN OF NUTELLA multitude MEMBERS SYED MOHAMMAD SHOAIB (4478) FAIZA KHAN (234) MALIK UMAIR HAMZA (4081) SUBMITTED TO SIR HASAN AZIM SUBMISSION DATE 17TH DECEMBER, 2011 MARKET SEGMENTION NEED OF MARKET SEMENTATION GEOGRAPHIC variance DEMOGRAPHIC SEGMENTATION PSYCHOGRAPHIC SEGMENTATION BEHAVIORAL SEGMENTATION SEGMENTING BY BRAND LOYALTY TARGET MARKET CONCENTRATED trade POSITIONING Positioning Map High Naheed/Aghas H yper start EDCO Imtaiz Makro and other local leading store Price Low High Perceived Quality ? The strong Pakistani mindset towards traditional food and against bread can be one of the threats. ? There are no much of a threats until it gets positioned. ? After positioning it has to beware 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 forward 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 energetic all day long. ? Its tasty and delicious and will definitely work for kids ? Quicker to make and easy to eat which will solve the hassle of working mothers who find preparing breakfast a challenge. Chocolate in the morning is not very welcomed in Pakistani homes & Pakistani mothers and kids are subdued inclined towards the traditional food. Suggested retail price our retail prices are bottleful 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 tractability Nutella is an exclusive brand so we just propose fixed price, no price flexibility. Profitability Brand profitability is based on the shave It Fall11 PAF-Karachi Institute of Economics & Technology