Failure Case Study: Ferrero Gran Soleil Dessert - Misaligned positioning failed to resonate with shoppers
"Failure Case Study: Ferrero Gran Soleil Dessert - Misaligned positioning failed to resonate with shoppers", is part of GlobalData's Successes and Failures research. It examines the details of and reasons behind Ferrero Gran Soleil's negative performance in Italy. It delivers the critical "what?", "why?", and "so what?" analysis to teach you crucial lessons that increase your chances of launching successful products.
Despite being launched in Italy, which is one of the biggest ice cream markets and is home to consumers who are more experimental than the global average when buying ice creams, the new concept of a sorbet sold on the ambient shelves failed to entice Italian shoppers.
- Ambient placement communicated a message to consumers that failed to connect with marketing.
- Coherent communication, from marketing messages through to placement in-store, is crucial to avoid failure.
- Do not compromise on the beneficial credentials of products when developing convenience offerings in Italy, as consumers in the country are reluctant to sacrifice quality.
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About Successes & Failures Case Studies
Summary: Ferrero Gran Soleil dessert
Ferrero launched a sorbet in a liquid format
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