GROUP MEMBERS

Eliana Gastaldi - 829053Giada Silvestri - 846856

Valentina Malagoli - 848884Marta Margiyeh - 824121

Martina Elisabetta Cavraro - 822184Sara Festari - 823986

Alberto Campagnol - 827907

International Management

A.Y. 2014/2015Prof. Micelli Stefano Dott. Buciuni Giulio

ITALIAN NATURAL GELATO IN GCC

SUCCESSFUL STRATEGIES CASE STUDY:

PURPOSE OF THE WORK STUDY

How an Italian Business in Gelato Sector can be settled in Gulf Countries

What are the key strategy drivers Successful Business

DIFFERENT STARTING POINT

StartUp born in 2013 in Doha

• Entrepreneurial Spirit• Passion• Craftsmanship

David Braido&

Andrea Dal Farra

Strong Brand Awareness

From 1900 in Rome

Long Tradition as Gelateria Artigianale

WHERE?

Both firms recognized the potential of the GCC market for gelato sector

DOHAQUATAR

IN FRONT OF BURJ KHALIFA

DUBAI

Why NOT Dubai? Adverse Market Conditions

In Dubai the competition was higher than in Doha. They understoodthat to be successful it would be crucial the store location. But tohave a good store location it would be necessary to have the righthooks. It would be too costly and these strategic relationship wouldbe too hard to set up. Local people would not rely on such a youngguys with such a low experience. Without having the possibility toleverage on the brand power, the scenario of a store in Dubai wasnot so optimistic.

Why Doha? • Sponsor

• Not so though competition

MORE FAVORABLE FISCAL SETTING:• No VAT on products & low fiscal pressure

DIFFERENT GOVERNANCE MODEL

Giolitti has a central hub in Rome (Italy) from which it coordinates the Stores all around the world, managed through a FRANCHISING formula.

All the relevant and strategic decisions must be checked and approved by Nazzareno Giolitti (owner).

This allows:

Maintenance of coherent and consistent imageBrand = competitive advantage driver

Maintenance of high standard: superior quality products

Possibility to leverage upon the Made in Italy

Why GIOLITTI was able to set up the business in Dubai?

It was asked to be there by other People interested to open in Dubai

Higher disponbility of Financial Resources for strategiclocation

Different governance policy: franchising

Limits: Only Giolitti family has the recipe and can made the base of Gelato

Strong Brand Image : recognition

Despiting of the difference in the governance modelboth business succeeded

FACTORS OF SUCCESS

POSITIONING - -Gelato Artigianale

- Ice-Cream

STRATEGY IN STORE:

- Open view laboratory

- Fron house kitchen

COOKING CLASS:

Teaching activity starts

with children

CUSTOMER EDUCATION

MARKET

1.Right approach

CONSUMER

Lack of product

knowledge in GCC

2. Made in Italy Quality Product

3. Collaboration with Top Level hotel chains

FACTORS OF SUCCESS (2)

4. Customer fidalization

5. Word of mouth (Ex. Stars, Politicians, Sheik)

SUPPORTING OUR RESULTS

ALASKA FAILURE IN DOHA

SO WHAT?

Market and culture Adaptation:

- Customer educaton about products

- High quality products associated to “Made in Italy”

- Managing and leveraging upon the World of Mouth

- Collaborations which promote high visibility and deeper market

penetration

GIOLITTI SHOP IN DUBAI

CAPRICCI SHOP IN DOHA

THANK YOUFOR ATTENTION

Special thanks to David Brando and Andra Dal FarraFounders of Capricci