The 3 Secrets of Success that Ferrero is using to sell Nutella Biscuits
SUCCESS STORIES
December 3, 2019
The Secrets of Nutella Biscuits Success
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What will I talk to you about in this article?
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The Secrets of Nutella Biscuits Success
Exclusivity, scalping, reselling.
On cookies.
Can it be done?
Apparently, yes.
This is what Ferrero is doing
acompany that we all know well and which has recently flooded supermarket shelves with a new (and apparently highly anticipated) product: Nutella Biscuits.
Highly anticipated, because a few days after the release of the packages in stores, embarrassing phenomena occurred.
Of those that usually hit important football matches with ticket sales.
Rather than the world of fashion and especially sneakers, with the practices of reselling limited editions.
If you didn’t know about this phenomenon, I’ll describe it to you in a few words.
When a limited edition pair of sneakers comes out, perhaps from a particular collaboration between two brands (e.g. a pair of Nike x Off White), there are groups of people who, with the help of bots and special systems to control the drawings, buy many pairs (released at relatively moderate retail prices) until they run out, and then re-propose them on the market at prices increased, sometimes by as much as 1000%.
Simply put, ticket scalping in the fashion industry.
But what is crazy and leaves you speechless is that the exact same thing is apparently happening to… Nutella cookies .
Nutella Biscuits are LITERALLY selling like hotcakes:
Shops looted.
Supermarkets that impose purchasing limits.
Under-the-counter sales only to selected customers.
The exact same mechanisms that today affect the world of luxury, fashion, and exclusive events.
In short, biscuits sold like tickets to a Champions League final.
But what the hell happened?
Why this collective Nutella cookie psychosis that has driven people so crazy that they’ve gone as far as looting supermarkets as if it were Black Friday in Manhattan?
The truth is that we still don’t know exactly what happened, but there could be at least 3 cases:
An unexpected high consumer demand, too high to be satisfied; (and in this case we should listen to the words of Giorgio Santambrogio, president of Distribuzione Moderna Adm, who says “it is a product that has exceeded forecasts. The production capacity cannot keep up with the demand” http://bit.ly/2qLyYnD )
A deliberate marketing strategy, that of deliberately introducing a small quantity of product into the market and leaving an unsatisfied demand, to exploit those techniques that I was talking about in the title and that we are about to see very soon;
A “simple” manipulation of journalistic Gambling Data USA information, with articles that talk about it as if it were a product that is running out, that is selling like hotcakes and difficult to find (in fact, many users highlight, with photos in local stores, how in reality the product is not that difficult to find).
In a recent comment on a Linkedin user’s post, Alessandro D’Este, CEO of Ferrero, confesses that it was a calculation error (and therefore point 1) that I reported in the list (see image of the comment).
Nutella Biscuits Marketing Strategy
But now let’s take a step back.
Why are Nutella Biscuits so popular?
In reality, in addition to those 3 hypotheses, there is another one, and it has to do with the history of the product.
I’m telling you about it now because the history of the product, how it was created and what’s behind it, has an importance that you probably can’t even imagine now.
Nutella Biscuits were successful (maybe) because:
It took 10 years of testing and 150 assumptions ( http://bit.ly/37Lwp5H ):
a studied, considered and analyzed product is certainly “more tempting”, it arouses curiosity among consumers. It remains to be seen whether the public was already aware of this information at the time of the product’s release, or whether it was highlighted only after the boom, of course. In any case, these are elements of the product’s history that contribute to increasing sales;
The launch in France was a huge success: Nutella Biscuits was launched on the market in April and quickly became “the first biscuit in France, with sales three times higher than the former number one”, So, what is there of interest for you to know?
This: the generative story of the product most of the time arouses interest.
If you have something interesting to “Dick”: Decoding a Versatile Word say about how you created your product or service, if there is some particular data, some curiosity… tell it.
Did the idea to create that product come to you after a spiritual retreat on the peak of Tibet with Buddhist monks?
