Market Segments and Target Analysis
Breakfast market.
The breakfast meal market around the world consist of mostly Jam, chocolate spread, cheese, sweet spreads like honey, syrup), and of course peanut butter. To get an idea of the market in Qatar we made a survey and constructed a statistics table consist of 73 responses. Breakfast item | Percentage up or down | Jam | Down 0.05 % | Chocolate Spread | Up 5% | Honey, Syrup | Up 2.5% | Peanut butter | Up 2.5% |

Thus, it is evident as you can see from the table shown above that sale of chocolate the highest among the other options by 5% approximately.
Accordingly we can call this a big opportunity for Nutella to be the leader from the other competitors and raise its sales of Chocolate spread market. * Geographic’s, psychographics, and segmentation

Target Market | Income &class | Advantages/benefits | (3-15 )year olds & Parents | Middle to low class | Quality, Economic Pricing, Convenience | College students(17-25)years old | Middle to low class | Convenience, Speed, Economic pricing | Wealthy &Successful Individuals | Middle to High class | Very unique |

As shown in the table above the first target market, the 3-15 year olds and their parents, will generally be targeted toward middle and low class income families, generation X and echo boomers, and will offer benefits such as quality taste and ingredients, economic pricing, and convenience. Similarly, the college students will be targeted for behavioral variables such as convenience, speed, and economic pricing, as well as their income and lifestyle. Finally, the Southern U.S, and seniors along with middle and upper class individuals will be targeted because studies show that they are more likely to have breakfast.

5.2 Target Market
Extend the Nutella success to the U.S.
For the most part, Ferrero has captured the European market with Nutella hazelnut chocolate spread. Some of these countries include: Germany, France, and Italy. In general, Nutella has been marketed and has captured kids twelve and younger, as well as adults and teens. Like peanut butter is “America’s favorite,” Nutella is European’s choice. We propose a plan to expand the market segments from the European market to the United States market. Our goal is to make Nutella an all American Breakfast and convenient spread.

Three market and three versions of Nutella
Product line extension of Nutella will consist of: * Original Nutella chocolate hazelnut spread * Peanut butter Nutella swirls and Nutella Peanut butter swirls * Nutella bars

Target market | Nutella product | 3-14 year olds & parents | Peanut butter-Nutella swirls | College Students | Nutella bars | Southerners and elders | Original Nutella chocolate hazelnut spread | Wealthy/Successful individuals | Original Nutella chocolate hazelnut spread |

Children between 3-14 and Their Parents
Concisely, for the children between the ages of four and thirteen along with their parents we will propose a combination of Nutella and peanut butter spread swirls as a transition product. In a recent publishing by The Grocer, it has been detected that “sales of chocolate spreads and peanut butter [are] healthy, indicating greater parental indulgence in children’s products” (lexis-nexis.com/universe). Thus, with the Nutella swirls we will attempt to offer this group something similar to their traditional “American” spread (peanut butter). As a result, we predict that this group will like the Nutella chocolate and peanut butter swirls so much, that they will eventually go for a Jar of original Nutella hazelnut spread instead of a jar of peanut butter or Nutella and peanut butter swirls
College Students
Similarly, for the college students, we will propose the Nutella bars. Since most college students are busy and don’t have much time to cook breakfast, Nutella bars will be a great alternative. It is made especially for people on the go who want to have a quick breakfast.
Southerners and Wealthy/Successful People and elders
Finally, we will target wealthy and or successful individuals along with southern Americans. Statistics show that this group is more likely to eat breakfast (U.S. News 1997). Thus, It is evident that this group has the time and money to have a traditional breakfast. Hence, we will attempt to encourage this group to try and buy original Nutella chocolate- hazelnut spread since they can afford the higher price. Also, it is important to point out that elders (seniors) are living longer, and consuming luxury or shopping goods, which Nutella fits into.
5.3 Positioning
Differentiation strategy approach

In trying to implement our plan, we will take a differentiation strategy approach. Not only is the maker of Nutella, Ferrero a well-known and top company world wide, it is especially regarded for its prestige and line of fine products, such as Rocher, Tic Tac’s, and Kinder- eggs. Similarly, Nutella’s position is based on its:
 Uniqueness

 Excellence in quality through our

 Great taste

 Notoriousness

 Convenience and Versatility
In addition, the different lines of Nutella: including the original Nutella-chocolate hazelnut spread, the Nutella and peanut butter swirls, and the Nutella bar appeal and meet the specific wants of each market segment. Furthermore, we predict that Nutella will be a chocolate spread market leader in the United States as it has been in Europe.
Furthermore, to paint a more clear picture we ave demonstrated Nutella’s position as compared with Twist and Peanut butter on various characteristic