Zoher Kapuswala on how Ferrero India keeps its marketing strategies innovative & unique

Being a pioneer in the confectionary space and a leading chocolate manufacturer in the country, Ferroro India has come a long way to establish itself as a household name.

Being the category creator for chocolate spread in India, Nutella is dominating the space with a good market share. The overall modern spreads category, which includes chocolate, peanut butter and other sandwich spreads, is growing rapidly. The reason is the modern lifestyle and evolving tastes and preferences from consumers to trying out different breakfast recipes with chocolate spread as one of their preferred choices.

In an interaction with Adgully, Zoher Kapuswala, Head - Marketing, Ferrero Brands India (TicTac, Nutella, and Ferrero Rocher), speaks about the company’s marketing and campaign strategies, collaborations and partnerships, 

What marketing initiatives did Ferrero Rocher line up for World Chocolate Day this year?

As e-commerce continues to play a significant role in the chocolate industry, we are leveraging this platform to bring our delightful products closer to consumers. To enhance the digital experience, we are focusing on product delight by showcasing the exquisite nature of Ferrero Rocher and the joyous moments associated with Ferrero Rocher Moments. Through captivating content, we aim to create a sense of anticipation and excitement surrounding our products. Whether it’s through visually appealing images, we are actively highlighting the unique characteristics of our products on social media platforms.

By actively participating in digital marketing efforts, we are ensuring that customers are well aware of the offerings and experiences our products provide. We understand the power of social media in reaching a wide audience, and we are utilising this platform to generate interest and create a buzz around our product.

How does Ferrero ensure sustainability in its chocolate production and sourcing of cocoa beans?

One of our key initiatives is our comprehensive sourcing program for cocoa beans, which aims to ensure that 100% of our cocoa comes from sustainable sources. We have established long-term partnerships with cocoa farmers and cooperatives in different regions, working closely with them to provide the necessary support, training, and resources. By doing so, we not only improve their livelihoods, but also enhance the quality of the cocoa they produce.

Additionally, we have implemented a certification program, specifically focused on rainforest preservation. This program ensures that the cocoa beans we procure meet strict standards and are sourced in a way that protects the rainforest and its biodiversity. By obtaining certifications, such as Rainforest Alliance certification, we can provide our consumers with the assurance that the cocoa used in our products comes from sustainable sources. To further support our sustainability efforts, we have a dedicated team called Ferrero Farming Values. This team works closely with farmers to educate them on sustainable agricultural practices, helping them adopt methods that are environmentally friendly and socially responsible. Through this collaboration, we aim to not only protect the environment and preserve biodiversity, but also improve the socio-economic conditions of cocoa-growing communities.

Could you share examples of some successful collaborations or partnerships that your brand has undertaken, and how they have contributed to increased brand exposure and customer engagement?

At Ferrero, we believe in creating partnerships that align with the essence of our brands and resonate with our consumers. Our collaborations with Hrithik Roshan, Sara Ali Khan, and Ranveer Singh reflect this approach, each representing different aspects that connect with our products and values. For Ferrero Rocher, we did a digital campaign with actor Hrithik Roshan last year. Hrithik embodies the qualities of royalty, elegance, and sophistication that perfectly complement the luxurious experience of indulging in Ferrero Rocher. His appeal and timeless charm makes him an ideal endorser for the brand. In the case of Ferrero Rocher Moments, we initiated a digital campaign with actor Sara Ali Khan, whose bubbly and loving personality resonated with the joyful and celebratory moments that Ferrero Rocher Moments aims to enhance. Her genuine warmth and infectious energy makes her an ideal fit for this brand, encouraging consumers to share heartfelt moments with loved ones.

As for Nutella, we joined forces with the dynamic and high-energy actor Ranveer Singh. Ranveer’s love for the brand and his enthusiastic persona perfectly align with the vibrant and versatile nature of Nutella. His energetic presence and ability to connect with people effortlessly make him an excellent choice to represent the brand.

Also, recently we collaborated with the renowned chef Vikas Khanna for our Back-to-School campaign, where he introduces two new Nutella based recipes. These collaborations and partnerships have played a significant role in increasing Ferrero’s brand exposure and customer engagement.

As part of our digital campaign, we had the incredible opportunity to collaborate with Internet sensation Yashraj Mukhate for TicTac. Yashraj Mukhate showcased how TicTac breaks the silence of boredom by using the iconic rattle sound of the TicTac box, creating a refreshing symphony that resonated with our audience.

How are you staying ahead of the competition? How do you keep your marketing strategies innovative and unique?

We stay ahead of the competition during this time by employing innovative and unique marketing strategies that set us apart from others in the industry.

One of the key strategies that we utilise is a strong focus on storytelling and emotional connections. We understand that consumers seek experiences and stories that resonate with them. Therefore, we craft compelling narratives around our brands and products, highlighting the craftsmanship, heritage, and quality that Ferrero is known for. We understand the shifting consumer behaviours and the rise of digital platforms. Therefore, we invest in cutting-edge technologies and digital marketing techniques to engage with our target audience effectively.

What is Ferrero Rocher’s market share in India? How successful is its reach in Tier 2 and Tier 3 cities?

Ferrero Rocher has established a strong presence in the Indian market and continues to experience steady growth across various regions. Regarding market share, Ferrero Rocher holds a significant position in the premium gifting segment in India. Our brand has successfully captured the attention and loyalty of discerning consumers who appreciate the exquisite taste and superior quality of our product.

When it comes to Tier 2 and Tier 3 cities, Ferrero Rocher has made notable progress in expanding its reach and building brand awareness. We recognise the immense potential of these cities and have implemented focused strategies like launching Ferrero Rocher Moments in 2020 to engage with consumers in the affordable premium gifting segment.

Who is the target audience for Ferrero Rocher, and what are the demographics and marketing strategies for this target market?

Our primary target audience falls within the age range of 25 to 44 years. They enjoy sophisticated flavours, elegant packaging, and the sense of luxury that comes with Ferrero Rocher. Our marketing strategies focus on positioning Ferrero Rocher as a symbol of indulgence and luxury. We emphasise the premium quality, craftsmanship, and meticulous attention to detail that goes into each Ferrero Rocher Through elegant and sophisticated branding, packaging, and advertising, we create a sense of exclusivity and aspiration among our target audience.

To enhance our brand appeal and reach, we collaborate with influential personalities who align with our target audience’s preferences and lifestyles. These collaborations may include partnerships with renowned chefs, celebrities, and lifestyle influencers who share our brand values and can help amplify our message to a wider audience.

How does Ferrero Rocher engage with consumers through various media platforms? Which media channels do they use?

We actively engage with our consumers through popular social media platforms such as Facebook, Instagram, and YouTube. These platforms allow us to share captivating visuals, engaging videos, and compelling content that showcases the elegance and indulgence associated with Ferrero Rocher. We use social media channels to communicate brand messages, introduce new products, run interactive contests, and provide updates on special promotions or events. Through these platforms, we encourage two-way communication, responding to consumer comments and messages promptly, and building an online community of Ferrero Rocher enthusiasts.

Also, we ensure that our website is visually appealing, user-friendly, and provides a seamless browsing experience. Additionally, our blog section offers a platform to share inspiring stories, recipes, and articles that enhance the overall consumer experience and deepen their connection with the brand.