GROUP MEMBERS

Eliana Gastaldi - 829053

Giada Silvestri - 846856

Valentina Malagoli - 848884

Marta Margiyeh - 824121

Martina Elisabetta Cavraro - 822184

Sara Festari - 823986

Alberto Campagnol - 827907

International Management

A.Y. 2014/2015

Prof. 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

DOHA

QUATAR

IN FRONT

OF BURJ

KHALIFA

DUBAI

Why NOT Dubai? Adverse Market Conditions

In Dubai the competition was higher than in Doha. They

understood that to be successful it would be crucial the store

location. But to have a good store location it would be

necessary to have the right hooks. It would be too costly and

these strategic relationship would be too hard to set up. Local

people would not rely on such a young guys with such a low

experience. Without having the possibility to leverage on the

brand power, the scenario of a store in Dubai was not 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 image

Brand = 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

strategic location

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

model both 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 YOU

FOR ATTENTION

Special thanks to David Brando and Andra Dal Farra

Founders of Capricci