Marketing Campaign for Barilla
Seminar paper from the year 2000 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: sehr gut, Leeds Metropolitan University, course: Marketing Communication, 45 entries in the bibliography, language: English, abstract: 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. [...]
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2nd European Edition A.I.Ganapini aaddvveerrttiissiinngg aanndd active media advertising and corporate Armstrong average education awareness bakery products Barilla Group House Bilancio Barilla billboards biscuits Blythe Boston Britain budget calories campaign plan caso Barilla Chris cinema colours Complete columns comunicazione pubblicitaria Concepts and Strategies corporate identity coupons Dibb Evaluation Ferrell Financial Times Pitman Financial Times Prentice Frameworks Gente Barilla German consumers German market Gonizzi grissini Group House Organ Hertfordshire Houghton Mifflin Company introduction Italy Kotler Light columns line Essere Sapore Lyndon marca Market Analysis market share Marketing communications Marketing Strategy messages organisation Parma pasta Barilla personal selling Pitman Publishing poster Prentice Hall Pride Principles of Marketing print advertising product line Vitalitá Pubblicitá public relations reach the target Reformhaus resource book Sales promotion Sally Sapore & Salute Saunders Showcases Simkin snacks sponsor sponsorship target group television Tesi di laurea theories and applications Universitá degli studi Wong