Marketing case: Kinder Surprise

Résumé du document

All of us have childhood memories that we cherish and very often there are little things such as smells and foods that take us back to our past. One such thing is Kinder Surprise manufactured by Ferrero, a mix of sweets and fun that has been putting smiles on children's faces ever since it was created. This simple product was able to survive harsh international competition for more then thirty years. Of course, this is due to the great quality of this product but at the same time Ferrero used a very effective marketing strategy to attract clients and to develop their loyalty. Therefore, this case study will to deal with Kinder Surprise packaging to see what message Ferrero is trying to send to its consumers. First, we will see how this product was created which will later be followed by a deeper analysis of its packaging.

Extraits

[...] But why these two colors? An advertising agency from California lets us know what impact can have these two colors. is the color of energy. It's associated with movement and excitement. People surrounded by red find their heart beating a little faster and often report feeling a bit out of breath”, but that is not all. Red also represents life because it looks just like the blood that runs through our veins. White on the other hand is considered to be a color of purity, cleanliness and safety. [...]

[...] This time, there is a direct message about nutritive benefits of Kinder Surprise that parents can easily see. Here, we can see that the order and place of each image on packaging are a part of marketing strategy. Conclusion The Ferrero Company created and introduced Kinder Surprise more then thirty years ago out of an economic need. But more then that, this family company knew how to use packaging of this product as a communication tool in order to convince the targeted population. [...]

[...] These small toys come in different forms. Very often, they are small one- piece toys that are ready for use. But to make things more fun for children, these toys can come in little pieces that later on need to be assembled. In this case, Kinder Surprise is not recommended for children under 3 years old because these small pieces can be easily ingested or inhaled. In addition to this, one can also find pieces of a puzzle and collectable stickers in the egg. [...]

[...] But considering that the main consumers of this product are children, this type of wrapper is very convenient because it makes it very approachable and easy for little children to reach the chocolate. Kinder Surprise colors Colors and color psychology are integral part of a product. Color psychology can send a positive or a negative message about a product and it can encourage or discourage sales. So, one can imagine that the color choice made by Ferrero with Kinder Surprise had a purpose. It can be easily noticed from the pictures above that the main two colors of this product are red and white. [...]

[...] This is also the case with Kinder Surprise. Like it was already mentioned, Kinder in German means child and this designates directly the target of these product- children. But why did Ferrero target children and not directly the parents who have the power of decision? A French institute L'Institut de l'Enfant that specializes in child marketing has conducted a study and its finding are surprising. This institute found that opinion of children under the age of 10 is very important. [...]