Enhancing Ferrero's Employer Brand Among Students and Young Graduates Through a Digital Communications Plan
Référence :
KEDGE-MA-077(GB)
Langue
Type
Etude de cas
Catégorie
Marketing
Résumé
Ferrero, a family-owned company founded in Italy in 1946, has grown into a global group operating in over 50 countries, with more than 47,000 employees representing 120 nationalities, and generating over ¤18.4 billion in sales (as of August 2024). Today, Ferrero ranks among the world's leading chocolate confectionery companies, with a portfolio of nearly 35 iconic brands, including Kinder, Nutella, Ferrero Rocher, and Tic-Tac, available in more than 170 countries.
Despite its strong marketing and commercial success, Ferrero faces challenges in attracting students (for internships and apprenticeship / work-study programs) and young graduates. The food industry and the FMCG sector in general are becoming less appealing to younger generations, as reflected in the Universum rankings. Moreover, Ferrero's employer image, particularly among Gen Z, is affected by its close association with Nutella and the ongoing controversy surrounding palm oil, which continues to influence perceptions of the company as a potential employer.
Despite its strong marketing and commercial success, Ferrero faces challenges in attracting students (for internships and apprenticeship / work-study programs) and young graduates. The food industry and the FMCG sector in general are becoming less appealing to younger generations, as reflected in the Universum rankings. Moreover, Ferrero's employer image, particularly among Gen Z, is affected by its close association with Nutella and the ongoing controversy surrounding palm oil, which continues to influence perceptions of the company as a potential employer.
Objectifs pédagogiques
This case study has several educational objectives.
First, it offers students the opportunity to apply key concepts and tools related to digital communication strategy in the context of a real-world company.
Second, the FMCG sector, and more specifically the chocolate confectionery industry, presents a particularly competitive and dynamic environment. At the same time, students and recent graduates are increasingly attentive to working conditions, corporate values, and employer reputation when choosing internships, work-study placements, or first jobs. As a result, companies aiming to attract top talent must implement a compelling employer branding strategy to stand out.
By the end of this case study, students should be able to demonstrate the following competencies:
-Conduct a competitive benchmark assessing Ferrero's attractiveness compared to direct and indirect competitors among students and young graduates
-Develop one or more buyer personas for Ferrero and define SMART objectives.
-Design and implement a digital communications plan based on SMART objectives
-Propose creative communication initiatives across multiple digital channels
- Measure the effectiveness of proposed actions using relevant Key Performance Indicators (KPIs)
- Develop a detailed communication calendar and budget.
First, it offers students the opportunity to apply key concepts and tools related to digital communication strategy in the context of a real-world company.
Second, the FMCG sector, and more specifically the chocolate confectionery industry, presents a particularly competitive and dynamic environment. At the same time, students and recent graduates are increasingly attentive to working conditions, corporate values, and employer reputation when choosing internships, work-study placements, or first jobs. As a result, companies aiming to attract top talent must implement a compelling employer branding strategy to stand out.
By the end of this case study, students should be able to demonstrate the following competencies:
-Conduct a competitive benchmark assessing Ferrero's attractiveness compared to direct and indirect competitors among students and young graduates
-Develop one or more buyer personas for Ferrero and define SMART objectives.
-Design and implement a digital communications plan based on SMART objectives
-Propose creative communication initiatives across multiple digital channels
- Measure the effectiveness of proposed actions using relevant Key Performance Indicators (KPIs)
- Develop a detailed communication calendar and budget.
Mots-clés
Digital marketing, digital communications, social networks, employer branding, HR marketing, CSR, sustainable development
Public
Master's students and professionals enrolled in executive or continuing education programs.
Secteur d'activité
Manufacture of cocoa, chocolate and sugar confectionery
Caractéristiques particulières
Duration : from 3 to 30 hours depending on the scenario envisaged. Examination cases. Summary case
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Année de la problématique :
2025
Livraison :
Livraison par lien de téléchargement
Nombre de pages :
19
Note pédagogique :
Oui (18 pages)
- incluse
Montant :
Adhérents : 360,00 € HT / Non adhérent : 720,00 € HT
Licence :
Campus*
* Usage illimité pour un campus sans limite de nombre d'étudiants.
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