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. [...]
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Situation Analysis
- History of Barilla and "Mulino Bianco"
- Size and Sector
- Competitors
- Products of Product line "Essere Sapore & Salute"
- Marketing Analysis
- Market Analysis
- Segmentation and Targeting
- Product Positioning
- Integration & Corporate Identity
- Campaign Objectives
- Campaign Plan
- Campaign Strategy
- Advertising
- Print advertising
- Active Media
- TV advertising
- Cinema advertising
- Internet
- Radio advertising
- Outdoor advertising
- Billboards & Showcases
- Light columns & Complete columns
- Public Relations & Sponsorship
- Sales Promotion
- Personal Selling
- Campaign costs
- Campaign Evaluation
- Evaluation of Advertising
- Evaluation of Sponsorship & Public Relations activities
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This report examines the development of a campaign for the launch of a new product line, "Essere Sapore & Salute," by the Italian company Barilla in the German market. It aims to provide a comprehensive communication plan for the product line, encompassing situation analysis, marketing analysis, campaign objectives, campaign plan, campaign costs, and campaign evaluation.
- Introducing the "Essere" product line to the German market.
- Developing a strategic communication plan for the product line.
- Analyzing the competitive landscape of the German bakery light products market.
- Evaluating the effectiveness of various marketing channels for the campaign.
- Determining the cost and budget allocation for the campaign.
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter introduces the report's focus on developing a campaign for Barilla's "Essere Sapore & Salute" product line in the German market. It outlines the key points addressed in the report, including situation analysis, marketing analysis, campaign objectives, campaign plan, campaign costs, and campaign evaluation.
- Situation Analysis: This chapter provides an in-depth analysis of Barilla's history, size, and sector, with a specific focus on the "Mulino Bianco" brand. It also examines the competitive landscape of the German bakery light products market, highlighting key players like Schneekoppe, Kraft, Reformhaus, and other competitors.
- Marketing Analysis: This chapter delves into the target market analysis, segmentation, and targeting strategies for the "Essere" product line in Germany. It explores product positioning and discusses the importance of integrating and maintaining corporate identity for the campaign.
- Campaign Objectives: This chapter outlines the specific goals and aims of the "Essere" campaign in the German market. These objectives are likely to address factors like increasing brand awareness, generating sales, and achieving market share.
- Campaign Plan: This chapter presents a detailed plan for implementing the "Essere" campaign, encompassing various aspects such as campaign strategy, advertising (including print, TV, cinema, internet, radio, and outdoor advertising), public relations, sponsorship, sales promotion, and personal selling. It outlines the specific tactics and approaches for each element of the campaign.
- Campaign Costs: This chapter focuses on the financial aspects of the "Essere" campaign, outlining the estimated costs associated with various campaign activities. It explores budget allocation and financial management for successful campaign implementation.
Schlüsselwörter (Keywords)
The report centers on the introduction of Barilla's "Essere Sapore & Salute" product line in the German market, highlighting key themes like market analysis, competitive landscape, campaign planning, advertising strategies, and budget allocation. It also explores concepts like product positioning, corporate identity, and communication strategies.
- Arbeit zitieren
- Kerstin Weyler (Autor:in), 2000, Marketing Campaign for Barilla, München, GRIN Verlag, https://www.grin.com/document/37874
