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Rigoni di Asiago Groupwork - International Management

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Story of a small and local company's strategy that reached success through outstanding products, control of value chain and communication

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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m77EgH } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m77EgH } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Rigoni di Asiago Groupwork - International Management

  1. 1. i ‘Ullll î iiu r-Ljl" ÎVIIHIY Il! hearl" l k _ i 1 ‘.5: i Ai ‘lhe Climb lo Success 01' a Small Loca] Firm i lnlarrurlimml Jfilflllflfflllflf - si”! ‘ z Pm/ Z sie/ inno lIiceIli ‘ ‘ ' 0.32.7014 I; xìm“ / k1
  2. 2. Ì, U { ' l Il îîhe Climb to Success of a i i o .4, n 1m m M h m” anzall Loca] wzrnz x w t m t" Ì International Management (l ure d ear 7' o o T ha a- Profî Stefano Mzcellz a. y. 2014/15 n‘ W T. i “ i {el'unica Barlolussi 4 t: “ Elena Dalla Torre r‘ rflîglî-îl "17 Laica Franchin m‘ 1 l. , 3 Ilaria Piccolo " il‘; _h ufi-flgm Serena ‘lènuzzo _ 7 _*‘ _. ,__ 3”" ‘”' (Jiulia ‘lîonîn i‘ / I! 1 mi ‘
  3. 3. FI(Î)R[)IFR‘ÎÎI"IÌ Rigoni di Asiago è .4 . 0<: (:101ATA - Operates in the food industry producing and marketing 100% % organic products DOLCE” ti l - Started with traditional production of 'II. "I‘IFRI "I"1‘I honey, then spanned into Fiordìtrutta (jam), D01cedì(natural sugar) and Nocciolata (hazelnut cream) »-- - Today 75,6 million euros turnover — — " 80% Italy/ 20% abroad II 4 . . . . o Small-medlum s1ze Ìamlly owned company: 70 employees in Asiago headquarter MIELE I'IÌI. I.. '() xxx y V 1
  4. 4. The Story (Jompany was born in the '2os when grandmother Elisa transformcd her bcckccpcr zictivity from a hobby to a real job. In 1923 Beekeepìng Rigoni settlcd in Asiago, a territory devastaded by World War II. Today, the nephews run a successful ' u’ i conìpany: Andrea, Antonio. Luigi and Mario struggled to respecL Elisafis values, and to maintain the same love and respect for nature.
  5. 5. o“lo . ‘r. . u -1 1 The company grows and starst to make other products i‘, , '- r’ ‘T’ “x —ÌiÎ_‘ÎÉΰ " ' , Mi‘ Opening of a new production plant in Foza (Asiago) Creation of Fiordifrutta, Opening of a an innovative logistic center | preparatìon in Albaredo made only by d'Adige fruit and (Verona) apple juice, 100% organic i A , - Rigoni di Asiago USA established in Miami. Creation of new organic products: Dolcedì and Nocciolata . Îlvi: qîrh Qrxvr-Lxîjj. {aiaz-zn- -. , ÎFfl"—AJv V. —Î_”“'
  6. 6. Further Reasons. .. The crisis alle! ‘ lhc full nl' the Bcrlin ': Lll al the 011d 01‘ the ‘80 Ied to diîfusion of "discounf silpcrmnrkcts and Iow-cusl products {rum Eusl Europa Rigoni realizcd the)‘ had V‘ somelhing unique lhal is wnrlh In be paicl fnr. "We are zaahat me eat" - Mr. Rigoni 0% organic 10% convcntional products Standards (Jxwum Iìxml ix pnulntrd iuuun) lhul cumplim “mi zurgxmic mndnrdv sul n; nunimuil gnu-minimum and inu-nmlimml urmunizziliiills J «HKMmH i ì-J v-mru rIi-x ’ IFS
  7. 7. D‘ 3 , ! 2 I i ì . ORGANIC Ì} = - btems from family D l t d Iii: experience and o — F- ì . 6€? 37_14”? e H s} a craftrnanship cholce 1n Rigoni s g: family j: - One of the first firms . . F‘ = in 11711 to " o - Hlgh quahty, ilatural 5F C g , . î ‘ organic" ‘ and genuine products g; i r : . . - MainLain original i; ° Organl“ market 15 , . . d flavour of raw i}: prmmslnb ' ‘i’ materia]
  8. 8. r7 r‘ rari? ‘ r- u - v 54m‘ 4m, ixxort (alt; n m4,’: , J- 1 1- Mm 011 agi, una ifljurr The crisis after the fall of A, the Berlin Wall at the end 5 _ " ‘iv À of the '80 led to diffusion (1 Îrî of "discount" supermarkets H eW and low-cost products i r e; p; from East Europe ‘i i i something unique that is worth to be paid for.
  9. 9. 90% organic labeled ÎÎ. É'. :É. -;Î"' zjéiordifmtta‘ MIRTILLI R _ u / 25039 msosc i ‘a pro ucts — dilungo ai: '272‘. 7:: s 10% conventional products ESSELUIEGA ‘ì n‘ 1' l. ‘ C4" " r‘ - Private luhel for hone) -—— zmdjzun - Stil] orgunit hm without cerliliczllion
  10. 10. v v Private label for honey i www and jam v Stil] organic but without certification
  11. 11. 4 4 q/ —'—r< 7 —v 7.. ‘"r><r/ ir<vin<rrn-. L L. ) i/ i/îi/ Ì E/ ‘J/ fl/ fi. ‘xi/ u Organic food is produced in a way that complies with organic standards set by national governments and international organizations , , SIAR-K-KOSHl-ZR a J, CEKHFICATION _j
  12. 12. Ìèif ' «uglrnafi f i i ‘bÌìwi y - È _ . , 4o i. ..» Rigoni ‘s Foreigzz Direct Investment HÎflIIIlÌî il‘ . w p‘ . x4};
  13. 13. Captive relationship as global valuc chain modcl Complete control over their su pply chain Contracts In BULGARIA Rigoni _ signed with I o? ?? orgapifc . t . Italian organic p a" a finirà fru} farmers and treeîjan w: ruits — tW t " beekeepers aìedacîîìîîtî“ i113“ harvesting, cleaning, "i cutting and freezing x i: É i: ". Ì i: ‘ É Greenfield Investment i 409% Î ’ ” ’ ' ‘
  14. 14. i ÀMTICÀVIÎÎÈY“ Ìli ifiìliflfllfihi flhlfiaìl Ìli 1919x441 svnîiiii ‘jlIIICÌLÌHLXî oniÎinicrnJ lumen‘ i Zjjni 191gr‘. ‘iii: Jîiix-ii, ÎÌIIÌ_I, IÌ—*VIH, I,IÌII_H€ vu»: cnianliaiiL, illarîi "I5" Àxîhngxni "III i111: sterilità-idi nizgannîici nvflinîl hlflfflrjî‘ pîicikilusi i lui anni, ìflkcmiaitiai ntuîl IÎCIlìÎÎÌlL‘ ‘iiwni ciagnl‘ s: lui ‘iiia- Îinirvtan-iit ali“ iiuîliii iiwiìi. i . nuance afmibiîkrihad| _ I‘ I ‘_ - . x‘ / i i Îifiàlllli omni: Ìn-CICICI . iiaici‘nin_ii-i: : . r, . "‘ , . ‘ W g Iliihlllîi 1|] ‘fili epinviiiimai n11‘ “. , , 4_ , L 9- jfij 3 i i ‘Ivilnnliinnui nudi fui ÎÌIG‘ i‘ i « ‘l. Ì . w a I» , ‘ I Pamljeidizîlk_ ragioni y a, ‘ g f _ i jni e. xiv-unire. iflglllll inne. ‘ , — ìuvtansiiiadl aire‘. ;nnlltun. i / "' “dì-w”? j '__ î- ' , ‘* ‘bimxfiiîìng, 11km lucani f-icununjnnv . ‘ J‘ v _ I r. 4
  15. 15. v 1T ‘a 2 J. ) km0‘ IMI 5141p. “ Î/ Î/Î bwLî‘ S’ “Bulgaria has o/ Iered severa! competitive advantages: 10a‘ corporate tax, reasonable produclion 0031s, and availability ofqualified sta/ II ‘I0 sum a1). you can produce a quality organic product at 1010 00st zaitlz the best organoleptic characterzîrtics. - Rigoni ‘s Bulgaria iìlanagel‘ , ‘ q‘ L/ After the fall of the (Jommunist Regime the majority of the farmers W218 emigrated or did not have economie means or knowledge to cultivate land. . r/10rdifrutî4;_ HIÈ EH (l, Rigoni exploited these ilncontzilninzited lands, since there were all the best Conditions to grow its organic fruit: - sunnywveather - plentiful WaLCl‘ resources - continental climate
  16. 16. gLÎ-‘Ilfifflzi. 7 7171 n‘ EHI 1.‘: gwrzlhfir raugnrzît; Ii 5mm: ‘m: CîCl, I,lÌ, ,"iIli, salumi ‘m: lqglut: ;at e o À 1 221.1; qjnmîit; anni LÎIHDVLÉ’? ! fîhunre‘ m‘ ‘niuna ‘Iuîgîlts: ‘i 'Î; »i"; V."1î Îtîtt» ‘jitlfikî 117mm iÎiiîlttlliì Hìtfliliflèfi, ‘ ÎClr ‘rzcnuugmuiumxto Îljlllgllfllllf-ljlì b ulrzczramlîulht, niti-w v-rzggmjunuîvtr anni hmcd ‘t; "v'ì'l«'ij": {v‘ fiflxLxÌ f ‘g? "'. s”’tî’1;', jÌ")i j "Ì 1:’ i j}î1gnx_u_II: aucxczmmfilîui ‘r)I; îlll_| _'gIÌF CÌÎ click a îatàtilîxcxuaci ì_I_'l_Hl_l_l, |.I_ÎilC'ìÎ. llfflt‘ mino ‘j ai Q îlllfizcxtitiii “m ; l_'l_lil_l1i!3€* czcxjjugiìrz: ÌFI 1L. i ‘ ’ ‘ i hkizit bnnwaci LQIIÎÌJjlHIIÎÎÌ. ‘ cm pcikagtutîuii A ' . tifiìîlllcllfllìc‘ ucîbvnljtltaggxaez: ìgxrrficxrîiàv ÌIÌÉÀÌJ QLIIHIÌÎÌLY‘ LHlVAY” Jjtuiiarîuuje: -. . ' NCIÌ m dirti: xcaiîlzzaitixcxji ciiuciiczrs inni it " «ìkHc: ÌLîi«:1rJ "lo jaugîtitxaii aufltltib tiiulîli , ' I . - o t . . V ‘- _ ‘ H‘ v . * 1‘ « ‘°‘t"‘“" . . . .; , ——. —, —> * . -°‘""I"—. i ll Prezl ‘ t
  17. 17. ?‘r'cx»z: in_xrti 1?"r'-: xr: v'. >1cì I_I_l; n_x: w'nLincnc Îìîjgnjtlîl 3141:: illi lukv-{rinuli ltéiîi i ifilhltlîîlîlljj‘ l: ='15l_l_IeiHI_l_lÌZLY vayîiîv tzfu: QLIHIÎÎÎI m‘ in: emganulîkc ,1;r«; ..<‘nnuc: ;: Iîinrîìjus uli tua (giunta: IIÎ ‘ìîurt ÎQIITIIÎÌIICÉÎÎIIIJL “h: 7_: r'»; xe: .iuu: Er: nm flussi ultiìkxmi 1m 9mm burla bxami r: lhîlÌSIJÌOrJJIlHIIÌÌG‘ in rivtrir‘ Lflurîljtuyi alucîi ipmiafltlkacîi ‘in: ixÎtgclllÎl ‘n fflîuîplrifîî. iht Cxuljlljgflljlj‘ _f’v‘i| ,_| IIÎÌ_I”H_I_I_IH_I_IH ‘the grandine}: m‘: cwnliattîl ÎHIÌCVWÌHE m iîtgxcnulîn prukajjimîi E! “EIJJCÎÌIIJ‘JJHIÎÎICIJJ Zptrnznrr-nn-w, a HCU’. “3I, ÌÌPK: ’ Hofiihfiglfilxflfikîe‘, vfllîlczîl Îoxeuiirigr illlllìjllîàlîll: uIJ Llfll’ uîîanllìmg, IIIÌIIHFHIÌP‘, HIVAPIÌHHÎ anni tirannia trim}: u: vitali u: lulhllîfili nnlîîlhmcriarîuii una‘ anuîtixzuîuc gljf’uQIv'lf‘ÎÎlH. ‘. Ìutxîìlnffxc In, » tibia: gnrtliiuufim‘
  18. 18. file IÎlÎt le <Ù011zr. ‘zt11zicati01z S rategy — (1) Goal: brand znvzireness 4 Based on the Link to the in ltalyq pclîctmtion . ..' , - x - ). ì- _ _ T‘; ‘lîlîr-È‘ “f” ‘mdlgo IIÎLLÈ" abroad @Communlcatlon a c a '1n<enerz1 crea e 1' ì . - . . . . m. f‘ T’ _ . L -Target: Ilnuleonsumers aCÎlVlÎlCSlnltìIlV nnage ol heulth)‘. orgzune. . . ' 1n ltzily, retznlers abroad and ubmad environmentally friendly and high quality products “ì 1 . . ‘ un»); g m Sprmsarshzf) , Rum”: ul (han: www l‘ "À ll1'. m 11mm xLi. _ f. l k. ;l|1|; :.Inln; : Ilmruullivwlrvlì‘ » Iamrulpmm-ulmg À -- ' - WrmHenllh lunmnriuwxux un! » I womwl 4 llllHl mu Imblipflplalìgyjx __ wr-wml-HI «un-gal » NIHIHIIPI . mxlmlw l m” lnml — . 'HI Ì mm Ìxt H — xm ixllulnllllvlllnlunuxlnlr Ì| lYIH'lIl. HÌHll‘ — l'4! lx lllk'1lillllîlll x mm pu-wnl m Ilu‘ _ mm! |ln| lll: lv Iwuxllzmvlnllvl. Inml Inalm/ nuw
  19. 19. 4”»? ?? Mgf-‘î JJx/ u UF/ I. 6/ u a 4 .1 Through in store . _ ‘ promotions and L: ‘j ' « ____ presence in strategie ‘ -' e contexts
  20. 20. 1Ì7azì°5° 181770127213 EXpoWest — California Summer and WinLer Faney Food — San Francisco/ NYC SIAL (S211011 International de Mlinìentation) — Paris rb {Cjtlzmîlflîflîgg i121’ 1E
  21. 21. ‘q/ Îr n mg n11- man x3; A971‘ “ . 7 [u f LJJLQÎIULWukÌÌ uLÒÈ/ ÈJ 4 lo -. * ‘s, . I such as: Hockey, Sk1, Skating, Cycling ; .lszi'si-îealih. ... ,t Public Relations mgga, s,; mg. ..aggu, gggqsg. '.gggt i 123 lìcst Foods for Men The company is now present in the most popular newspapers and I f - 1 food magazines ‘ '" ’ '
  22. 22. esi flè Online C0’ fizunicatio Strategy In zoofl the cxislìng Ìllìfflrllìîlliîl) pnxsibilily lo hm. (m Amzmm uebsilc Iias hccn Irîlllîslflflllcll Ill a 1nd o" the b-rcommcmc hlog wchsilc in order lo LTCHIC x1 . ., _ _ 4 ‘Δ5“-1”{5(: ()M“”Wn" In Ilnlizm F sh and Frcnch. .Il the vrrsìnns m‘ similnr Rlgum h pldunrm T110 HÎÌÌÌ “'115 N) S111171‘ WÎÙÌ CUÌÌSIÌÌÌÌUÌN Webxite and rummun Ile the saune» ucs. hul ci vmd cvcnls rvcipvx‘. lhttlhack. conunculsanll itlc x chungcncconlìng Lo lhu spucilic counlr} In ' llun: and In rommunicatc‘ lhcm the quali _ of lln‘ UHHÌIllîIS. mummui. une'miz ' ’ 4*’ ’7 lo hnnzon
  23. 23. In 2008 the existing informative website has been transformed in a blog website in order to create a CONSUMERS COMMUNITY The aim was t0 share with consumers recipes, feedback, comments and ideas and to communicate them the quality of the products. lfoodbloggnfl’ fa: r’ e Zag“ I r f m r ce 161g“) ’ e _ - I (‘a ‘d, ‘ ÎÌIrK/ i 1/1‘ Zywfivfr‘ u. Qulmra, ,. A‘ g) « " m‘. -.4./ zî7’ - à- l «m x‘î‘— ; ‘. curwdu H! u" “hr ‘, “w w w! w“ q} r’: Nonna cri 71,0 riilgllltigflùîér. . .
  24. 24. In Italian, English and French. A11 the Versions are similar and communicate the sarne Values, but recipes and events change according to the specific country and culture Homo Produils Rmpes 5mm Buy Aboul (onldtl "BUY" session in the American In the heart of nature since 1923 website, link to Amazon
  25. 25. 11131‘ ents ; essi0n the rican Le, link 1az0n 6, Possibility t0 buy on Amazon èé and on the E-Commerce Rigonfs platform , I's‘ - amalpn Vnurhnazoncom Toaays Deals Gmcams san Help ‘m "" ìmfi Shopby , . . . Hallo Slqnln Try Dcpanmomv su” A" "9°"'d'a5'a9° h" Vourhceoumv Prime 1-16 of85 results fcflrìgcni (1 35h35" Show ‘Esuns H" Rigoni Di Asiago Nocclolata Orgamc Hazelnul Spread, Cocca and MIR, 9 52 Ounce Jar (l Gmoqrygsoggmmrogg» by Rngom dr Asiago Jams. Jcllles a. Presems 52355 sumo, “ 5 3m . 29 : onelyms da Save mme wwm monmh sunsmne s save celwenes FREE shmpmg m 0mm o FTJW m“ 531.14 run proaum Descnpmn '“ "5 G91 1t w una. Doe I manuvaaunng facuhry ngr Honey Mustard Grouty I Gomma food: S m" ma 5mm” More sunng Cnoices 531.14 now 113 ovevsi Bonly> 5m" '—°“°"S Rigoni Di Asiago Fiordifrutta Organic Fruit Spread, Strawberry, 8.82 Ounce, (Pack 0t 6) ‘sflflamufimnn mRngonnuuxsnago 528.44 subsmu a Savo ' 9 save move wun monlnly3unsurbe a. Save delwenes FREE Shlpnmg m mm o Rema "Y 529.54 M- crmryuseuurmrm: s lmflumm shwhg 0m, 141mm 5mm order such smn lo Ilaly
  26. 26. Rigoni di Asiago beyond the Natiozzal Borders - Startìng from 2007 with the first subsidiary in Miami - Today France, the USA, Gerlnany and the Netherlands rcprcscnt the 83% of the total export turnovcr g, —, 7:1’ ì’ ‘e? ’ ì _ r îgggîìîr‘ fa‘ r _. i “H "‘ , ‘i: .3 . f? ‘ ‘ . , Z" ' {h ‘ _ 45€ ‘Ii . -"- _ 1' È t i 1' ‘a F 45 n‘ ‘ - ì d 1- r‘ -' a l‘ f. .
  27. 27. I ii_t‘_îe: _re: _t_rt i_r: _uitgîncx_t_sai_| c: ;1:: t<; x_t1:_r: : 21cm: ft_r'e. u«zìtrit; îks; n_t_et ììexîtgîgeî a muanJJ îflrat ijcrrfllìîjéî ‘lk-ZAÈÈPYAÉÈÉDÈÉ jktwm VÎÈTÎÌÌÌIÌÌÎÎÎÌÈF
  28. 28. m m. .. y. a __ Àulkun E! n. | Ilr| |zn Horn in 2m); nnd Inunched in the market In 2008 The idea was lo use the nriginal recipe 01' praline ‘Gianduiaf lo creata: a spread riunione u. » 5.. r-m. “ "" “"'; " the figures levelled out 9 """"" ""’"'""“b 501*" in llaly 50% abroaLl Move the cntire produetion lo Albaredo d'digc Dal _' produetion from 5 w 35 ums Rigoni di Asiago (IIKÌÀÎICÙÎIIÌIIIII in Ihe I ZS‘. I The first nlarkcl {or the Cflllbllllulliilll nf olmnlc pmducl RdA hil the 111m! Iurgel: Ilu- fnudim
  29. 29. Born in 2005 and launehed in the market in 2008 The idea was to use the origina] l, ” 1401M recipe of praline "Gianduia" t0 76% Ìuujralwra In 'I_l_r- ‘tornitura uÌ alla»: Create a Spread 6.13%. In JHIL? 211% {Ihflfilil 100"" organic spread: "guamy i, Haulnulxfmmìîlyrlxn Coma fromBmzil superiar lasle" . ‘i? . ‘furie : t‘1?.11_r'è 5: lrevéellacrl Glllî . A‘ Vani/ la fmmjladagarrar , l; . r se. » , T J Y‘ , ‘i L Ìr ì. C! f ‘ l sìln/ Iotcer oil [mm Ital)" P: l: lji. ) 7t ‘ 3mm: xIIIIar/ mm Bmzil Move the entire produetion t0 Albaredo d'Adige Daily produetion from 5 t0 35 tons
  30. 30. 100% organie spread: ‘ Ilazelnuts from Viterbo ‘ Cocoa from Brazil .1 g’: ‘i "k i i! îgaalîty ingredients produce saperior taste" Vanilla from Madagascar SZHlflOZDBT‘ oil from Italy , ' Broaan sugar from Brazil
  31. 31. ÎJÌJ îîevw jirrraurtî rihgncnîîkcnkaltaa atenei Ìirexezj‘; utm t»: - 4A. _ a‘ u _ , ._ U 2n. ._1,_u«, n_1_gg; Lui a mp ALn, E:: ;'r: _r: . Fa", “‘ 24', HÌJIIL/ IJN‘ mm ‘L,
  32. 32. Rigoni di Asiago and Nocciolata in the USA The first market for the consumptìon of organic product RdA hit the right target: the foodìes . l“ more "m" A27: Nari. ‘ did "go Inrls" 1300 shops forAocrioIala all uround ‘“‘“" r .1 | |—| I-I- I[.1|mv mm Jr ‘—, _ A tua. r in. n hmilr {-
  33. 33. anfizpn-COM’ Andrgnîcds ganouccrs Counuul v unun DE COBORWS <_, _'n_= -—_= A,' Jewel.0sco K NGS MîîfiîÈT DISTRICT fiî wmg HLLÎeJJ MOlllE , , STONPS’ ,14. IAIIIII meijer r‘? flOTHE ‘g ‘ V) _p4"8v"”>. » _, H’ Nàflgt. faggy’; RsAsoRs kk} tdaìted {dg/ nana WQÉÉFRJÉVJSH-NS nvm/ pvrzr/ www-ca yML "2. ‘ q Stopsshop‘ Ingnmjrewìman- n533;flì: p: rnîaremndì th3UCA IInwîflHi-xwk"Iurmrallnll «unlnmnrflflàxwlunmuumlfltuxc mlw'*| îîîs-wl-fluy-ulldiiugxf WHIIIHZT cnnlzncl willl rclzlilcn. huycrs. [nu-clmsiug Inmnmgcrs Q/ /'() inlcrnlctlinl'ics y "ml! prorluvls han’ stmlelhirtg N1011’. m! iulder/ ralue Ilml is able lo drive the Jmeriml: cruqr" — llberlo (urli. Rrll l l
  34. 34. ì In which way has a small company like RdA been able t0 enter this Variety of shops? JDIRECT contact with retailers, buyers, purchasing managers Q/ N O intermediaries J "RdA products have something more, an added oalue that is able to drive the American crazy" - Alberto Carli, RdA USA
  35. 35. Jfezo York tdid Lo mite " for J foceiolata Advertising campaign given to an Italian but New York-based agency ®Ge0—marketìng campaìgn a Facebook page only for Nocciolata big commercials phone kiosk format tasting activities sampling events contests on social media r —. I I trim: e t r? I, ‘ L L I; PI > r I Il
  36. 36. around this new organic product . , i Ì ’ magazine o ÎNocciolata zoon our heart because it boasts" a per ect blend of chocolate and nutty flavours’! ' w’ r‘: ‘ n°17 The Definitive Ranking of Nutella Alternatives WBÒÉWCCÌIOOOII ildfllîîfifflidîìflfil V? ' "C " ‘I ourheth manu ovminescmodtìn r", i Crcatcd a buz i i
  37. 37. {ì A new business opportnnity (“l'40 Bertuccfsr RESTAURANT A pie made with Nocciolata produced for a chain of 90 restaurants all around the USA
  38. 38. Jìrvrirrlnla 1 I Innvmxk l'x/ w m 11h“ t H‘ m www www , + ‘ I , 8 Jinriolala ix u: {Q JÙÎK-îtrlkm VOCCIOLATA} OU’LL GO NUTS FOR IT. a 1,4‘ b. 25.50.!
  39. 39. Noceiolata USA“. [Vacehoole Iîîage Rigoni is trying to make the use of its products more suitable for American taste and culture. Nocciolata USA L É) ‘ ' AII YOU wam tor Cnristmas i5 Nocciolatal cefe [àaze It's slmply the best chocolate hazelnuî spread made with top quality raw organlc Ingrednents. Have yourseîf a Merry Choco-hazelnut Cnristmasl 771mm! gùrùzg - — —— e u - (ò: Rigoni - uni/ z e- —— dl Asiago I ' n , Y À ’ Jv/ crcczafaîa. ’ j f r a v i ‘T; l - x , -,»_". ', è}: '/ ‘n ‘ fa g: b». ' ; ‘ m - / , " ' _ i I Ktiul sanfid (‘azml Abrmuraxu 7 xr 5 n I‘ H . Ì.. ...
  40. 40. In USA the communication 2.0 is supported by the collaboration with the most famous food bloggers "3 E and some TV programmes, like “Fox and Friends”, c4 ' 99 se n ‘ 7g, — The Da1ly Meal , Refinery 29 . . 3 fi W % Noccuolata USA L t'rrv= .a _ ‘ uoccmm, USA We stopped by The Daily Nleats otfices today We In up their otfices with L 7 r: entra I our delnclous efltloccnolata tans! 15"» Nocciolata. the healthy alternative to filhng up on Halloween candy was wsuama tradumne featured on Fox 8 Fnends| It's the pertect accompamment to any dish slnce it's organtc non-GMO daIry-Kosher gluten-free 8. uses no palm ml! Watch here via Fax News http l-‘btt | yv1DSx9Xk VISUGIIZZB tracuztcne ‘ 15 ' S- 1 ‘ riowroruusgqut r: ‘cannfimomznts’ ÒGE è I condmsmne
  41. 41. è‘ Rigoni France e tjî” % n Facebook Page méîìît È -' Impresa locale eeeeeeee un place ' ' France '13 Éfifidhlîwtì un Imk Consoglobe com - Consommer mleux vnvre mteux V a testé pour vous la Noccrolata ! Découvrez | 'avis de Ieur diététicienne http ubn Iy/1EV23HJ French salty and ' sweet recipes — Rigonfs adaptation to different tastes and cultures
  42. 42. . ‘A114’. l I Îrr 000.3 rr ritira" ‘ì fi xjVflJlzlarÎjlwtflJl/ LJL/ ÎÀJ un‘; ‘a - Specific Website l'01" Nocciolata (from 2012), in collaboration with Chef Alessandro Dal Degaiì and other Foodbloggers - 300,000 pages 011 Google connected t0 the topic N0cci0latz1 - The communication is no more transmitted from the company to the public in a Vertical way - The Web is Viral and it could sometimes be a double-edged swrord
  43. 43. hùlwrlrir trim x «Ì . . . i . . M i oÈu / n . . — . ai , . u 1m 2h! ) xwroflè liti m: .7» _ a É A w p 14 "V L? ‘ UUL/ «Jd: ‘ Jrberczîìa
  44. 44. Îl "f‘Z'Z'/ '«'7’I‘/ .t/ ’ ‘t? ‘ti! !!’ w —'-‘, :‘”““‘ " ‘ o t «L 7a r l'Air‘ H ‘p " {""JÈ"% ’ l, ’ Sr Ì/ fi ‘I , rfrflì‘ 4’ ‘il ‘fi/ ‘llîl/ îlìy i/ i 11% _; ’!—’-‘, lV/ :,’Ì4Ì-_I/ I m e » e i— filati Ììt-‘fîljîîlll! ’ 11 . « i e 22 A ‘ _ A’ l l i ‘ i ‘i r)vturi-Qui: &;[0|, ()(. ]Hì — r ' vtriiî I'M/ tifi" (t Ì ‘è - . 2‘-*s’«‘f'34’W/ '2*—Ml r; 4 —‘ r‘ / locciolatarwtg. _ b .1; .1; ì i ‘ CREMA di (ZACAO a , le” J ‘ I’ C" 3 e ‘ j‘ A, " / ' ‘OCCÌOLE ' “b ‘ (‘ghi ((1.4 » . “ “ ‘ t i Rrgont u‘ ci; I’ V fini! "TI"? ViliÎveflfir r; ’ l v V ulîià‘ t. .. V ‘f _I. /}: VIn, leIt_! /IÎ1E‘! ' 2L 9 * ‘ V Î "s'il, " [v7 , , j i ì _ r‘ .2 w} v . -< Far-nti
  45. 45. 7". ?‘ 7‘ ” {fi/ Y/Î/ fi/ zr/ Proxrrrr‘ 4.4‘ / ;. / AJ‘/ t r1‘ xv. w/ . , , l k 7 ‘r 7 r4 C. “"5 i-A l v . ’ HLI_I‘—L. l "i; — "Li-W I f‘ ‘ l rîiv: l - e t, -. 7-2 . ì u‘ i j H _ l ‘ s e L}. v1 7 x ‘o ‘à — " r L L _"‘ . r’ , A q‘ pi ‘H q . e A" . . . r e N16 V _ V v L ÎJÉ grrr/ ‘Îr ‘7’ Învrrfi n: zgl r; h il vh {il gx/ i/‘îx/ ‘ur/ t/riì. ) . _ xx. /U u , fl wl» r . mm +20- It is a long week end v4- ; i. » exposition where EÎK 5g; f; Rigoni is present with a ‘l si . e - . ‘ r ’ i v “€3; stand offenng samples ‘i kittj, : g; (“v ì . l Al; -, .‘. ... _l _ : « , 1x‘: 2 t0 adults and chlldren
  46. 46. Conclusions Is the RdA mode] replieable? Yes! It led to a democratization of the internationalization process and concluded an era in which only a few MNEs could afford it Main Characteristics: l ì High quality product/ service 4 Know-how 4 Image and communication 4 Vertically integrated strategy and contro] over the value chain
  47. 47. Hm‘ The Abilily to Reinvent a Tradìtional idea Starting from a common product, the company has been able to dilîerentiate and innovate it, becoming promoter of a new trend in which it was the pioneer: the organìc. This was not an easy Venture but, believing in its idea, Rigoni di Asiago proved in the end to have hit on the right trend.
  48. 48. ‘tir ‘r EÌLl‘ i ‘. ;;; l;a: ’2%2 mnom there is only l. ._J “hg, >_‘ l Noceiolata in our hearts! 4%“, «w e "vîrw. / , - t- , . "Γ. r.: : . e. ì l lh‘ ‘l "îtîf- ‘î-e-"Î; ‘l; ‘ ‘ ‘ îzac-‘Îw - y‘, s; r‘ vyflqàl} _ w e «a 25;, Ì g ' Ì fagotti FIIFLÈÎIÎFO
  49. 49. The Climb to Suceess 0 Small Loca! Firm RIQOIIL (ÌIÀSIBQO i Internalional iìlanagenzenl Pro/ I Stefano illicelli 11.3‘. 2014/15 ‘ 1 ‘ Ieronìm Burlo/ ossi / Elena Dalla ‘lòrre Luisa Flîllilî/ IÎI! Îivìzture at heart" Ilaria Piccolo Serena ‘Iènuzzt; ' / __ I (l I _ _ _ I, ., h], x , " . . ("l — 5"“, ì Giulia ‘limiti I v x _ I .1. t , l x A . l

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