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Brand community of convenience products, Nutella
Bernard Cova &…
Brand community of convenience products, Nutella
Bernard Cova & Stefano Pace
This document explores community and brand building for a convenience product. Usually this is reserved for more expensive products like bikes etc, but Nutella in Italy managed it as well.
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Research method
Investigate a number of companies over two axis. First by level of required investment (price of product), second by retail strategy (focused on specific niche segment or large parts of population).
Specifically look at Nutella in Italy who have selected a hands-off way of letting the consumers take control of the brand.
Online ethnography (netnography) that explores the subcultures forming online similar to how cultural anthropology researches cultures in societies.
Nutella webpages
This is very interesting, but it seems like nutella in Italy actually has quite a large amount of cultural significance. Enough so that prior to the year 2000 there existed websites that were essentially crude social networks where people would display memes of themselves and nutella.
"What we are close to here are the types of relationships that fans might entertain with their favourite stars, i.e. the apparent face-to-face interaction that can occur between media characters and their audience."
Conclusions
Online community marketing is not the only important marketing area, but it is important.
Interesting to see that these researchers were actually quite right, even in the early 2000s when neither the internet nor social media were fully developed.
"Globally, w ecan argue that the success of web sites like my Nutella The Community is based on an inversion between marketing the producer and its brand and marketing the consumer."