Nutella Chocolate’s Promotional Mix

There are several elements in Nutella chocolate’s promotional mix. As contained in the company’s marketing plan, the main promotional elements include sales promotions and public relations. These two strategies are aimed at informing the customers on the existence and introduction of the company’s brands. The company spends approximately half a million dollars on these strategies. The second elements is advertising, and this is aimed at differentiating its products due to the increasing imitation. Advertising takes place in various media including radio, internet, television, newspaper, magazines, and direct mail. Below is an image found in Nutella’s gallery as an example of its online or internet advertising.
 Figure 1: Nutella chocolate images on Nutella’s wallpaper.
The third element of the promotional mix is sales promotional advertising. This will entail samples which are often handed out in the grocery stores. The company will also offer coupons. Indeed, it is estimated that the company gives tens of billions of dollars in coupons. These are aimed at stimulating sales and promote early trial of new brands or products. Allowances are also part of the sales promotional advertising, and this entails offering money to retailers so that they can carry the company’s brand. Another element of the promotional mix is public relations. Public relations will entail investor relations aimed at gaining relationships with shareholders and the financial community. Press relations, otherwise called the press agentry will include some television advertising aimed at building the corporate image.
The advertising agent working on Nutella chocolate is called John st., who call themselves a creative collaborate who use the digital and social advertising, use technology and public relations, as well as design to the brands and products of their clients unignorable. The company that is manufacturing Nutella chocolate is called Nutella.
In marketing, each product tried to communicate the best possible message to the clientele, and Nutella chocolate does exactly that. The most important message for Nutella chocolate is the good thing with a healthy breakfast, and this is often intended to make the people understand they need a healthy breakfast, and Nutella chocolate offers just that. This implies that the product communicates not only its own value, but also is concerned with the social wellbeing. The message also entails other health benefits of the product that include the nutritional value of Nutella chocolate. The advertising agency is very keen on the message because, as it is its motto, the products of its client need to be unignored, and this means bringing out the best image of the product through the advertising communication. The message is tailored to blend in with the customers’ needs- that is, everyone needs a good and healthy breakfast. As such, any product deemed to be offering healthy breakfast will be sellable.
Furthermore, as part of the communication is health education and the variety with which the product is offered. This is necessitated by the knowledge that customer’s tastes and preferences will differ, and these differences will need to be taken care of. In that case, there is a need to remind the customers that the product comes with varying tastes, designs and packaging. This way, it would be possible to attract a wide range of customers. The communication will, as mentioned earlier on, include health facts that are aimed at educating the people on various health issues. With this type of communication, the company is often perceived as one that cares for the people thereby attracting more customers. This message will always come alongside that informing the people how the products caters for the various health issues as discussed in health communication.
The product advertises in several media mostly in order to beat competition and also to gain competitive advantage. Among the most common media is the radio. Just like the competitors, Nutella chocolate has opted to advertise via the radio whereby the brand concentrates strongly on the top radio stations among the target market segments. The product runs regular ads on the radios and this is mostly to create awareness of the product. The second media is the television. The television has always been a choice for the products especially where they want to take advantage of the visual offered by the TV to display features like product color and other physical features that cannot be adequately communicated via the radio. Nutella chocolate uses the television whereby it utilizes strategies such as catchy phrases, teaser campaigns, and commercial repetition with the hope of obtaining ‘intellectual ownership’ of the product’s target market.
The other major media where Nutella chocolate is the newspaper. The newspapers are widely read over very many parts of the nation. The most interesting part is that with the technological advancements, online versions of the newspapers are available, and those who prefer digital means will read the digital versions and will still get the message. This is the same case with magazines, which is also another major media where Nutella chocolate advertises. Examples of the newspapers include daily times and Sunday news. Examples of the magazines include Times, People, and a motley of cooking magazines.
There are possibilities of direct marketing, database marketing and e-commerce for the Nutella chocolate. Direct marketing and database marketing is possible because customer data is available in various databases where the company can reach out to the customers and send some customized messages. For example, teleservices companies do have databases that the company can use, to send texts and even make calls. However, calls may be ineffective as they will consume a lot of air time and other resources. Messages need not be too customized as general messages can be sent to all customer. In direct marketing, however, customized marketing may be expensive in case the company aims at reaching to the end customers, but might be very effective in the business to business marketing to reach to distributors, wholesalers, and retailers. E-commerce is also possible because the internet has made this very easy.
Promotional mix plays a vital role in brand positioning. The promotional mix builds the image of the image of the brand in the eyes of the customers, and differentiates the brand from those of the competitors. In so doing, the brand will be positioning itself strategically especially by outlining the features that make the brand superior those others in the market. The promotional mix does allows for extensive communications pertaining to the brand as compared to other elements of the marketing mix like the product, price and place. It is also a fact that the key positioning strategy is differentiation of both the product and marketing communications. Wit promotional mix, there are avenues for differentiation.

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