Nocilla presentation

1. NOCILLA
Launching a Catalan product
in a foreign country
Yolanda Fernández Vilaplana

2. Contents:
¤ History à Page 1
¤ Target à Page 2
¤ Mkt mix (4p’s) à Page 3 – 9
¤ Opposition à Page 10
¤ Conclusion à Page 11

3. History
à Nocilla was created in 1967 by the Starlux
Group and since then is considered in Spain
the preferred brand for snacks. à It is the
top of mind in cocoa brands.
à Since 2002 the brand belongs to Nutrexpa
Group, leader in the food industry with all its
products.
Nocilla Company: The Nocicao factory is in
Montmeló, Barcelona.

4. Target
à It is a leader in the food industry. Nocilla has grown with four generations
of kids and is still feeding families with more products.
We have grown with
it. It was the favourite
Customer profile à school sandwich, the
dessert that
1. The kids that adore its exquisite everybody asked for.
taste/ Nocilla says,“It’ is the
snack of the champions”.
2. The mothers that value to be
able to feed their daughters in
a healthy way.

5. 4p’s: Products
USP: “Milk, cocoa, hazelnuts and sugar” à the ingredients! It is a formula
that combines a unique taste with nutritional value.
Benefits à Throughout these years Nocilla has been dedicated to the
diversification of its products to focus on the tastes of each child or adult
(The brand has evolved according to new market trends oriented nutrition
of energy foods).

6. 4p’s: Price
Store check: Nocilla is pretty cheap, adapt to the market and the needs of
the customers.
Also, are special promotions and discounts 2x1.
Nocilla with crystal glass (200 grams):
1.59 euros in supermarkets (the brand on
the Internet costs 2.09€).
Nocilla with plastic cup (550 grams): 2.75
euros in supermarkets.

7. 4p’s: Place
Packaging: Every four months Nocilla launches a new collection of vessels.
à It's one of their advantages: It differs from the competition, get the kids
want to do the collection glasses and increase product sales.
It attracts the attention
of consumers at the
point of sales

8. 4p’s: Place
Merchandising “Sweet Market”:
Nocilla sells a number of products on
their website. In this manner, creates a
closer link with the consumer à social
world of the brand.

9. 4p’s: Promotion
Jingle
Advertising à BEFORE
Slogan: Only Nocilla is Nocilla!
Nocilla always used children in their ads (a
joyful style and fun). It is very important for the
brand that represents the product always
accompanied by a slice of bread.

10. 4p’s: Promotion
David Bisbal
Famous singer
Advertising à ACTUALLY
Slogan: Nocilla, is unique.
Nocilla used in its latest announcement to
David Bisbal and make a new song but still
using childrens as central to the campaign.

11. 4p’s: Promotion
Social Media
à Website: www.nocilla.es
à Blog: Nocilla has a blog of recipes for
consumers to prepare their desserts.
à Facebook/Twitter: They have created
social networks thinking about their
customers so they can comment,
communicate with the brand, share,
participate, enjoy...

12. Opposition
Rival à NUTELLA
In Spain outsells Nocilla but there is a large
market segment that prefer Nutella (e.g.
The young people using Nutella for
dessert). Moreover, Nutella is marketed::
¤ Europe: Italy (where it originates),
Germany and the U.K.
¤ America: U.S and South America.

13. Conclusion
Launching a Catalan product in a foreign country
Nocilla has a good brand image in Spain
but must be present in other countries to
increase their market share.
à The goal for 2013 is to internationalize
their products.

14. Thank you for your attention