The assignment will deal with the foundation of a campaign for a new product line of Barilla, an Italian company which produces several pasta, sauces, bread and bakery products and distributes them all over the world. The product line “Essere Sapore & Salute” was introduced in 1995 in Italy and was one of the major reasons for the fina ncial success of this year.
The author visited the archives of Barilla in their headquarters of Parma (Via Barilla 3- Parma) on Friday the 21st April. Even if the responsible Mr. Gianfranco Gonizzi could give some technical information about the products, the researches for detailed figures about the German market were made by the author himself. Mr. Gonizzi mentioned that Barilla had the intention of introducing the product line “Essere” in the German market. The author considered it an interesting task to precede the company’s intentions and to have the possibility in the future to control whether the suggestions and ideas were transformed into action. Even if more complicated and “time-consuming”, the author found this task more appealing than analysing the campaign of “Essere” in Italy. [...]
Table of Contents
I. Introduction
II. Situation Analysis
1. History of Barilla and “Mulino Bianco”
2. Size and Sector
3. Competitors
4. Products of Product line “Essere Sapore & Salute”
III. Marketing Analysis
1. Market Analysis
2. Segmentation and Targeting
3. Product Positioning
4. Integration & Corporate Identity
IV. Campaign Objectives
V. Campaign Plan
1. Campaign Strategy
2. Advertising
2.1 Print advertising
2.2 Active Media
2.2.1 TV advertising
2.2.2 Cinema advertising
2.2.3 Internet
2.2.4 Radio advertising
2.3 Outdoor advertising
2.3.1 Billboards & Showcases
2.3.2 Light columns & Complete columns
3. Public Relations & Sponsorship
4. Sales Promotion
5. Personal Selling
VI. Campaign costs
VII. Campaign Evaluation
1. Evaluation of Advertising
2. Evaluation of Sponsorship & Public Relations activities
VIII. Bibliography
1. Primary Literature
2. Secondary Literature
Research Objectives and Themes
This report aims to develop a comprehensive communication and marketing plan for the introduction of Barilla's product line "Essere Sapore & Salute" (to be marketed as "Vitalitá") into the German market. The primary research question centers on how to effectively mix communication tools to establish brand awareness and achieve a targeted market share in a new geographic region.
- Analysis of the company's internal and external market situation
- Strategic formulation for product positioning and marketing mix
- Development of an advertising and media deployment plan
- Evaluation frameworks for campaign effectiveness and budget allocation
Excerpt from the Book
2. Size and Sector
The Barilla group consists of more than 30 companies all over Italy and in other countries with a total of 8.500 employees. Barilla directly manages 7 mills which supply 70% of all the raw material the company needs. The 2 most important brands of the Group are Barilla for pasta and Mulino Bianco for bakery products.
Other important brands are: Voiello, Panem, Pavesi, Tre Marie in Italy, Rio in Spain, Misko in Greece. In the bakery products sector the Group is the largest in Italy and the third largest in Europe with the brands Mulino Bianco, Panem, Pavesi and Tre Marie.
From a market share of 28,5% (in Italy) in 1990, Mulino Bianco had a market share of 36% in 1996. Until 1999 the market share increased another 2,8%, even if some segments had a better dynamic: cereals of 12,1%, soft bread of 11,2%, snacks of 8% and biscuits of 5%. This result was reached by eliminating some items which were no longer productive, by improving the main products (pillar products) and by launching new products. Barilla built a communication system which reintroduced the successful historical values and invested in media.
Summary of Chapters
I. Introduction: Outlines the scope of the report regarding the launch of the "Essere" product line by Barilla and provides context on the research methodology.
II. Situation Analysis: Examines the historical background of Barilla and Mulino Bianco, the company's current size, market position, and the specific characteristics of the "Essere" products.
III. Marketing Analysis: Evaluates the German bakery market, consumer behavior, and the necessary segmentation, targeting, and positioning strategies for the new brand.
IV. Campaign Objectives: Defines the strategic marketing goals, including image building, corporate identity, product differentiation, and initial market share targets.
V. Campaign Plan: Details the communication mix, including advertising, outdoor displays, public relations, and sales promotion strategies tailored for the German target audience.
VI. Campaign costs: Presents the budget distribution across various marketing channels including print, active media, and outdoor advertising.
VII. Campaign Evaluation: Explains the methods for measuring the success of the campaign through advertising recognition tests and financial/non-financial indicators.
VIII. Bibliography: Lists the primary and secondary literature used to support the strategic analysis and planning of the campaign.
Keywords
Barilla, Mulino Bianco, Essere, Vitalitá, German Market, Marketing Mix, Communication Strategy, Bakery Products, Market Share, Advertising, Public Relations, Sales Promotion, Campaign Planning, Brand Awareness, Consumer Behavior
Frequently Asked Questions
What is the core focus of this report?
The report focuses on creating a viable marketing and communication strategy for introducing Barilla's health-oriented product line, originally known as "Essere Sapore & Salute," into the German market.
What are the primary thematic fields covered?
The work covers company history, market analysis, competitor evaluation, strategic positioning, media planning, campaign budgeting, and performance evaluation.
What is the primary research goal?
The goal is to design a communication plan that successfully establishes the new product line, achieving 15% brand awareness and a 5% market share within the first year.
Which scientific methods are utilized?
The author uses case study research, including archive visits, marketing model applications like AIDA and Maslow's hierarchy, and secondary data analysis of German market research.
What does the main body of the work entail?
It provides a comprehensive analysis of the marketing mix—product, price, place, and promotion—and details the deployment of specific advertising media such as print, cinema, and outdoor billboards.
How is the campaign characterized?
The campaign is characterized by its focus on transparency, natural ingredients, and "happy family" imagery to maintain the corporate identity of Mulino Bianco.
Why was the brand name changed for the German market?
Because the Italian term "Essere" lacks specific meaning for German consumers, the author proposes the name "Vitalitá" to better convey the healthy product characteristics.
What financial resources are allocated for the launch?
The campaign operates on a budget of 13 million Deutsche Mark, with significant portions allocated to print advertising and outdoor media.
- Quote paper
- Kerstin Weyler (Author), 2000, Marketing Campaign for Barilla, Munich, GRIN Verlag, https://www.grin.com/document/37874
