Ferrero is one of the largest manufacturers of confectionery in the world with a turnover of well over 10 billion, productions facilities in more than 30 countries and more than 30,000 employees. Ferrero brands such as Nutella and Kinder Schokolade are much loved products the world.
Enrique Strelow is founder and head of the Neuroscience Department at Ferrero Germany and an expert in B2C brand marketing. His mission is to see neuroscientific insights translated into successful and measurable marketing and design at the point of purchase. He explores the implications of neurosciences and their business impact from a practitioner´s perspective, applying thorough expertise as well as great enthusiasm. During the Shopper Brain Conference in New York, he will give an answer to the following questions:
- What can neuroscience offer in order to increase brand performance at the point of sale?
- What communication messages work best there - especially from the perspective of the manufacturer?
- How can neuroscience enhance the category management approach – from the shared perspective of industry and trade?
- Can neuroscience offer a new perspective for the trade in order to strengthen the performance of a store?
He will also give insights into research and results for the introduction of new products in the market– an area, in which the failure rate is surprisingly high in the FMCG field, and talk about what is now known as the shelf framing effect.