kinder eggs #4_Essay - 12/1/08 Kinder Surprise Eggs There...

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12/1/08 Kinder Surprise Eggs There are some customers in the United States who go to the supermarket every
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Christmas or Easter, maybe even on Halloween, and no longer see a favorite chocolate of theirs. This chocolate is the Kinder Surprise Egg. This chocolate egg has achieved iconic status in some important markets in Europe. Unfortunately, a looming government threat hangs over the product in the United States, and recently in its most popular country Germany. Suddenly the toy’s popularity seems threatened by external variables it may not be able to control. The Italian company Ferrero SPA, launched the brand in 1972. The product itself is a hollow milk chocolate in the size of a hen’s egg. What distinguishes this product from other chocolate eggs is the surprise toy inside. This toy typically requires fixing of smaller parts, immediately engaging the customer. The name “Kinder Surprise” came from a combination of two words. Kinder in German means children, and surprise came from the toy inside. Kinder Surprise is in the confectionary industry, specifically manufacturing, distributing and selling. Ferrero manufactures the chocolate eggs, while MPG now manufacturers the toys inside them. Originally, Kinder Surprise eggs were targeted at children. The little surprise toys were intended to capture the imaginations of small children, while delivering them sweets. The way this toy was going to separate itself was not with the chocolate, but with the toy itself. The “surprise” that would come out of the chocolate was the selling point of the product. While the chocolate itself is considered “mediocre” by Kinder Surprise aficionados, and there are serious Kinder Surprise aficionados, they take solace in its mediocrity. The strategy behind the product has always been the diversification of its toys, and the unpredictability and quality of them.
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Its’ primary customers, though, have become quite different than Ferrero originally intended. While the toy was originally intended for Children, an adult cult phenomenon has come out of collecting kinder toys. In fact, there is a serious collector’s market that pushes the success of this product. These collectors call themselves “completists” as they attempt to have every form of the Kinder toy product ever made. In total, there have been thousands of various toys that have come from these Kinder surprises, and actually obtaining all of them is very difficult. This difficulty in collecting the toys from Kinder Surprise eggs comes through some of the segmentation approaches the company takes geographically. The company originally made three different lines of products, one line for Germany, one line for Western Europe, and another for South America. For the completists to be successful, they have to obtain the items from all three of these lines. While the three lines have merged into two lines, now recovering those toys that were made originally becomes more difficult. By segmenting geographically, Ferrero can appeal to the populations of that
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This essay was uploaded on 02/20/2009 for the course H ADM 241 taught by Professor Mmccall during the Fall '08 term at Cornell University (Engineering School).

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kinder eggs #4_Essay - 12/1/08 Kinder Surprise Eggs There...

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