Marketing Milka and Ferrero Rocher Term Paper

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The decision had been to promote it as an aspirational brand using an Italian advertisement dubbed in English, which presented an ambasador's butler offering a huge piled plate of Rocher chocolates to the guests at the party. It seems that what most people disliked about the advertisement was not the actual scene, the party, but the way the English-language soudtrack for the British version sounded, as if it had been made in a kitch style transforming the chocolates into ones suggesting "false aspirational" products.

The advertisement had such an unexpected impact that to this day "the concept of a butler wandering around holding a silver tray with a mountain of Ferrero Rocher has become a popular stereotype of diplomacy in general." (http://en.wikipedia.org/wiki/Ferrero_Rocher)Such a marketing failure might have been prevented perhaps, if proper research and understanding of the customer and his way of perceiving certain things had been more thouroghly done. But the brand does not seem to have been affected so much as it is still being sold successfully in over 100 countries.

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"Worldwide consumers enjoy enough Rocher each year that if you were to lay each piece in a line, it would circle the Globe, nearly three times." (http://www.rocherusa.com/)the Brand Ferrero Rocher has indeed successfully chosen the best packaging to suggest its prestige and uniqueness among the other brands, making them appropriate gifts for a festive event. Unfortunately they do not always succeed in reaching their chosen target market, as the above metioned example has illustrated.

Whether it is presented to us in the shape of a golden nugget or illustrated by a purple cow, chocolate is one of the most preffered sweets by children and adults alike. Recently Michael Levine (as quoted in the Emperors of Chocolate: Inside the Secret World of Hershey and Mars), nutrition researcher has stated that: "Chemically speaking, chocolate really is the world's perfect food." His quote only proves that scientists have finally discovered what chocolate-lovers have known for ages that chocolate is...simply perfect......

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