- 1.Barilla: il sugo del discorso
2. OverviewObjective To increase category penetration
communicating the REAL genuineness of the product To increase
purchase frequency communicating the versatility of the productThe
current Barilla UHT sauces situation Not proper values driven by
communication and wrong perception of preservatives inside sauces
Low visibility of quality recipe on packaging Not proper
positioning on the store shelvesWhere we want to go Barilla sauces
be perceived as a GENUINE and HEALTHY products Thinking about UHT
sauce as a YOUNGER and MULTI-USAGE product 3. A new mood for your
saucesOur ideaI like eating healthyI dont have time for cookingI
feel a real Italian =I want something differentOur strategy 4.
Fight for Barilla valuesThe reasons for renewing the packaging
QuantitativeQualitativeStore-checkFalse belief of the presence
Alternative ways of eating The main Barillaof preservatives and fat
Barilla sauces competitor has a packagewith an explicative label 5.
What a messLets tidy upStore-checkBarilla is always There is a mess
on the There is a limited rangecollocated on superstore shelves of
products on thethe bottom ofshelvesshelves 6. Barilla, speak upThe
reasons for changing communication Our quantitative researches show
the four main wrongfeelings that are communicated by
sauces140120100806040200 7. Our target The consumers we
choseStressful lifestyleWorkers and students:(+)Men and women with
asceptical, health full-timefanatics, do not like UHT job,
students, one-sauces, high income componentfamilies, young couples
Conditions of (-) (+) useOld people, homemadeHousewives, big sauces
lovers, healthfamilies, high school fanatics, people who students,
unemployedcook well and have a lotpeople, brand devoted of
timeconsumers(-) 8. Our strategyNew product, same priceProductRenew
the packagingLabels on the glassTag on the glass with recipes
PricePerceived as economicIf higher, will be the same of StarIf
lower, will be closer to PL price 9. Our strategyBarilla: il sugo
del discorso. Traditional media Spot TV and Dynamical Promotion
advertising The values of TV spots are: Io SUGO genuino Io SUGO
veloce Io SUGO facile Io SUGO tradizionale Io SUGO in compagnia Io
SUGO veloce a special challenge Io SUGO genuino no tricks 10. Our
strategyBarilla: il sugo del discorso. Promotion In-store
communication Promoters and a different way for eating sauces
Events APE BARILLA: happy hour in strategic young location to
promote the alternative uses of the sauces Digital advertising
Behavioral and geo- targeting and Search Engine Marketing
techniques 11. Our strategyFrom pull to pushIncrease of the
contractual power withthe retailer by the traffic generated from
aPlace previous pull strategyImprove the position on the shelves
andincrease the variety of sauces collocated inthe storePay a
Category Manager for the retailerwith the aim of tiding up the
shelvesIn-store promotion with a co-sale asBARILLA SNACK (Barilla
will share thecost of pallet) 12. EconomicsHow much does it
cost?TIMING: 1 month and halfTOTAL INVESTMENT: 3 milions of euros
2013: 3 Nov 4 Nov 1 Dec 2 Dec 3 Dec 4 Dec 1 Nov 2 Nov weeks DYNAMIC
ADVERTISING* 900.000 TV SPOTS 2.000.000 DIGITAL ADVERTISING
20.000APEBARILLA EVENTS* 2 weeks 44.640IN-STORE
COMMUNICATION*43.20EBITDA: 14.956.021PAYBACK: 3 months*6 Italian
cities:Milano,Bologna,Roma,Perugia,Napoli,Bari 13. ContactsCarlotta
Maragno [email protected]
