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Barilla

Brand Positioning
by

Giovanni Dragonetti

on 29 April 2010

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Transcript of Barilla

Brand Objectives

Background

Indians market (8%)
Opportunity for Barilla
26% in imported Pasta Market

"Where Barilla wants to go" market share
brand awarness and identity
position the brand in the mind of the target
change perception of the product
Focus group high quality
not every day food (snack and expensive)
friendship and familiarity
open mind
positioning competitive set

lower price pasta
other international brands target

juvenile
dynamic
open mind insight

is not only eat
values
benefits

eat together
high quality meal (entire) reasons to believe

Italian Culture (eat together)
international (n1) values and personality

friendship
familiarity
social status

discriminator

won't miss a similar occasion ESSENCE: Barilla, long life friendship Creative and Media

TV
Web Site
Print Reccomandation: XIX Delhi Commonwealth Games 2010

sponsorship
high visibility of the brand
Target
QUESTIONS?
Full transcript