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Shrutika
Stealth • 5m
Everyone thought FERRERO ROCHER would FAIL to sell ₹300 Rs chocolate in India where the most expensive chocolate cost ₹25. In 2004, India's GDP per Capita was $624. (₹52,000 as per today's US-INR rates) What's worse is that as per NITI Aayog, in 2005, 55% of our population was multi-dimensionally POOR. Now tell me: How could anyone spend money on CHOCOLATES when even feeding your child 3 times a day was hard? ➡️ To worsen things for Ferrero Rocher, the Indian market was full of affordable brands like Mondelez (Cadbury), Nestle, and other small players. Then how did Ferrero Rocher manage to CREATE a new segment, and then DOMINATE it? Let's start with their positioning. Instead of targeting the bottom 95% of Indians, they targeted the top 5%. Check out full Article here https://www.linkedin.com/posts/parshkothari_everyone-thought-ferrero-rocher-would-fail-activity-7210499444214005760-EqMc
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