Ferrero New Product Development Fudan University Dd Im Essay

481 words - 2 pages

Come spiegato precedentemente (i suppose), il mercato potenzialmente migliore da sfruttare per Ferrero è quello del cioccolato legato ai giocattoli contenuti nella confezione. Poiché il potere d’acquisto della famiglia media cinese è vertiginosamente aumentato negli ultimi anni, la politica del figlio unico eliminata, cercare di diventare leader nel settore in questione potrebbe essere una grande opportunità per l’azienda.
Ferrero è da decadi sul mercato con un suo storico prodotto: il kinder sorpresa. Lo snack al cioccolato, a forma di uovo (da qui il nome Kinder Egg), contiene al suo interno una sorpresa che permette al consumatore (presumibilmente un bambino) di apprezzare la merenda sia durante il consumo che dopo. Una formula simile è stata adottata con il Kinder Merendero/Joy, uno snack che contiene un giocattolino all’interno e che grazie alla sua diversa composizione è adatto anche a stagioni calde.
In Cina entrambi i prodotti sono disponibili e pensati per una fascia di consumo medio-alta, dato il loro prezzo piuttosto elevato.
Un prodotto particolarmente apprezzato nel mercato italiano, è il Pasqualone: un contenitore di vari gadget e giochi di diverso tipo che viene venduto a Pasqua e dato ai bambini come regalo.
L’idea potrebbe essere replicata nel mercato cinese con alcune correzioni:
· Al posto dell’uovo, si potrebbe usare una forma vicina alla cultura cinese, come ad esempio la faccia di un panda, alcune costruzioni famose (perla di sh) o simili.
· L’utilizzo di queste forme permetterebbe anche di distaccare il prodotto da particolari eventi stagionali (come in Italia...

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