Oliver S. - Senior Product Manager
Imagine being the "mini-CEO", of a company called with the name of a praline, of a cream to spread on bread, or of a chocolate bar, all of these being not only very famous products but also often market leaders. Imagine that you're the one responsible for all this. Considering these premises, you might feel awkward. On one hand, you often end up following brands that are much older than the person responsible for them: brands we know since we were children. On the other hand, it is a great challenge. In any case, they are brands that everybody knows! Many associate them to something positive. For example, every time I tell a neighbour I work for Ferrero, the reaction is always a radiant expression on his or her face. Ferrero is something extraordinary.
It is especially in these occasions that I realize how important our brands are for people. It is not only about good chocolate, but of entire "worlds", through which we meet our consumers. As Product Manager of these brands, that is, as "mini-CEO", you have to take the responsibility to preserve this characteristic for the future. In this Company you are not alone because you can count on the support of many colleagues from Sales, Media Planning, Market Research. Only to mention some. It is obviously necessary to gather many opinions and information in order to be able to use them to support the brands. Under these circumstances it is important to keep yourself updated on the last trends and developments. All this may represent 10% of the whole job. The rest comes from a continuous learning and observation process. Learning from the past, the competitors, the markets, independently from their close relationship with a praline,a chocolate bar, or a spreading cream. It is above all about learning from the consumers!
You start from the needs analysis of the target group. Where is the potential? How is the brand preceived? They are very challenging questions. The second question is answered through the Marketing activity. The objective is to be as attractive as possible. You might have only one chance to convince the consumer. You have to persuade him or her immediately. The consumer's expectations don't simply have to be satisfied: they have to be overwhelmed! How this? With creative solutions. It's with good ideas that you conquer your client. And here at Ferrero, of course, the client is always right.