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The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
The Food Jockey
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The Food Jockey

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Made in Italy Files, Glocal …

Made in Italy Files, Glocal

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  • 1. :: Barilla pi. Marianna RecchiaMA in JECT LEADER S Giulio Cep PROBusiness Design Celia Jaber Felipe Gomez Jasmine Vaughn Nataly Abrosimov Smriti Mehrotra *source: delete this text and replace
  • 2. :: Barilla Food Culture RICA // Latin America is the second largest consumer of pasta in the world, right after Italy...IN AME HOW DO WE BETTER INTEGRATE BARILLA WITH THE LATIN AMERICAN FOOD CULTURE? LAT Unión Pastificios Americanos (UPA)
  • 3. :: Barilla Food Culture consumption Comparative RICA // ...and there’s still room to increase it’s market share in Latin America.IN AME 15* LAT 25* 27* 2 times/ week 4 times/ week 6 times/ week * kg/person/year Unión Pastificios Americanos (UPA)
  • 4. :: Barilla Competition ICA // However, local brands are selling more, despite prices. Barilla needsN AMER to offer a value of distinction. 3.98 fresh pasta sold in specialty stores with one-to-one customer care. LATI imported local Unión Pastificios Americanos (UPA)
  • 5. :: Barilla RICA // Competition However, local brands are selling more, despite prices. Barilla needs to offer a value of distinction.IN AME LAT *source: delete this text and replace Unión Pastificios Americanos (UPA)
  • 6. :: Barilla ICA // SO WHAT ARE BARILLA’S PROBLEMSN AMER IN LATIN AMERICA? no involvement among locals boring LATI no communication Unión Pastificios Americanos (UPA)
  • 7. :: Barilla IALS VALUES//MILLEN Value technology for it’s efficiency and innovation *source: delete this text and replace
  • 8. :: Barilla NIALS VALUES// Cooking for others is anE MILL expression of love and a great source of pride *source: delete this text and replace
  • 9. :: Barilla IALS VALUES//MILLEN Use fun to create strong connections amongst friends and family *source: delete this text and replace
  • 10. :: Barilla NIALS VALUES//MILLE Proud of nationally produced goods *source: delete this text and replace
  • 11. :: Barilla IALS VALUES//MILLEN Proud of nationally produced goods *source: delete this text and replace
  • 12. :: Barilla IALS VALUES//N MILLE WE ALL WANNA BE YOUNG - MOVIE *source: delete this text and replace
  • 13. :: Barilla TEGY// Start an initiative that encourages social and interactive learning among Latin American millenials,STRA while elevating the Barilla brand image. GOALS to be convenient to bring prestige to provide fun, interactive learning
  • 14. :: BarillaSTRATEGY// FOOD AND PARTY AND COOKING FRIENDS
  • 15. :: BarillaSTRATEGY// Now, fusion pasta recipes and ingredients are delivered to your house, at any time, along with with your own FOOD JOCKEY™, to help you cook for your freinds and cater your spontaneous dinner parties.
  • 16. :: BarillaSTRATEGY// SO HOW DOES FOOD JOCKEY WORK?
  • 17. :: BarillaSCENARIO // Fernando is a 21 year old aspiring chef, whose also seeking to help his family financially . . . *source: delete this text and replace
  • 18. :: Barilla ARIO// BARILLA IN ASSOCIATION WITH SENASCEN He is excited about attending the Barilla educational workshop at SENA... *source: delete this text and replace
  • 19. :: BarillaSCENARIO // He goes and joins FOOD JOCKEY ; a Fernando becomes passionate about a collaboration between Barilla, SENA, new opportunity - Food Jockey *source: delete this text and replace
  • 20. :: BarillaSCENARIO // Santiago a 26 year old lawyer, has a strong social circle and a passion for sports; loves to party . . . *source: delete this text and replace
  • 21. :: BarillaSCENARIO // Bored watching TV, he views a notice for an innovative idea - Food Jockey. He decides to look it up online *source: delete this text and replace
  • 22. :: Barilla RIO // FRIENDS PLACE DATESCENA BUDGET INGRIENDIENTS Jasmine Vaughan Whole Grain Spaghetti with Cherry Tomatoes & Pecorino Romano Franscesco sorrentino Penne with Chicken, Asparagus and Alokeparna Sengupta Lemon Alfredo Sauce Celia Jaber Asparagus Carbonara With Garlic Cream Felipe Gomez Farfalle With Creamy Wild Mushroom Sauce Dish Location Invites Favorites Dish Location Invites Favorites Santiago goes to the application; sends invites , orders the dishes and calls the chef *source: delete this text and replace
  • 23. :: Barilla Order booking NARIO// ConfirmationSCE Invites The Food Jockey collaborates with the junior chef , the host and the invitees *source: delete this text and replace
  • 24. :: BarillaSCENARIO // Fernanando the junior chef comes to the host’s house with the ingridients of the pasta dishes specified... *source: delete this text and replace
  • 25. :: BarillaSCENARIO // Fernando the chef, through socialization provides an interactive learning experience, followed by food, drinks and party! *source: delete this text and replace
  • 26. :: BarillaSCENARIO // The chef becomes part of the social network of friends while further distributing the concept of Food Jockey *source: delete this text and replace
  • 27. :: Barilla TEGY// Key PartnershipsSTRA FOOD JOCKEY • Technical College • Culinary program • Founded by the goverment • Graduate of Sena • Students from lower • Most widely recognized • socio-economic braket chef in Colombia • Social Advocate
  • 28. :: Barilla TEGY// Key Activities Develop Food Jockey website and smartSTRA phone app Create Barilla educational workshop for Sena’s culinary Design training program for program Food Jockeys and collaborate with celebrity chef to create an exclusive menu
  • 29. :: Barilla ATEGY// SO HOW DOES BARILLA’S BENEFIT FROM THESE PARTNERSHIPS?STR Delivers brand awareness to local up-and-coming chefs Elevates the local perception of Barilla Allows Barilla to participate in local social initiatives Higher revenues upon the success of the initiative
  • 30. :: Barilla ATEGY// Marketing Channels Special Event - launch party at Harry Sasson restaurant: invite local media, food publications, food bloggersSTR Packaging - special edition Barilla boxes to be distributed to target region. Above the line – television coverage on the evening news: social segment Sponsorships – clubs, concerts, educational charity events, sporting events, food festivals
  • 31. :: Barilla tegy // Next Steps - 3rd year expand into neighbouring countriese rm stra long-t *source: delete this text and replace
  • 32. :: Barilla tegy // develop FOOD JOCKEY™ efficient cooking tools Next Steps - 5th yearerm stra long-t
  • 33. :: Barilla YSIS // Barilla Perception according to the Italian lifestyle values PASSIONANAL COMMUNITY PRESTIGE DISTINCTION QUALITY CULTURE
  • 34. :: BarillaFood Culture SO HOW DOES FOOD JOCKEY™ BENEFIT BARILLA? Unión Pastificios Americanos (UPA)
  • 35. :: Barilla LLA BENEFITS //BARI 1. Leverage brand distinction http://www.flickr.com/photodelete this *source: s/10978830 t and tex 07/209810960 @N replace 6
  • 36. :: Barilla LA BENE FITS //BARIL 2. Increase opportunity for sales http://picasaweb.google.com*source: del /lh/photo/Fete 48Wn6q3dcG_1 lace 2ui this text and rep ANw Xjw
  • 37. :: Barilla LA BENEFITS //IL BAR 3. Equate joyful cooking with Barilla http://www.visualphotos.com /image/2x4001307/young_frien tex *source: delete this t and rep kitc ds_cooking_in_lace hen
  • 38. :: Barilla A BENE FITS //BARILL 4. Quality food made accessible http://www.hipmomsgete this text and *source: del ogreen replace .com/tag/earth-day/
  • 39. :: Barilla EFITS // ILLA BEN 5. Become an innovative leaderBAR *sourchttp://866fixmy t and e: delete this tex replace home.com/?p=10
  • 40. :: Barilla ITY BENEFITS // MMUN 1. Decrease social barriersCO
  • 41. :: Barilla ITY BENEFITS // MMUN 2. Harvests opportunity for local chefsCO *source: delete this text and replace
  • 42. :: Barilla ITY BENEFITS //MMUN 3. Provides interactive learning experience CO
  • 43. :: Barilla TY BENE FITS // MMUNI 4. Expands social connectionsCO
  • 44. :: Barilla ITY BENEFITS //MMUN 5. Enables convenience to become prestigious CO
  • 45. :: BarillaTHANK YOU! *source: delete this text and replace

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