Italy Mangiatorella Beverages

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Mangiatorella is one of the most important entrepreneurial ventures in Italy and is a leader in the mineral water market in Southern Italy.

Marketing management looked at the Intellectual Property management material to see how it might help them in the development of the new internationalisation strategy. After studying the module, which emphasises the importance of trade secrets and brand protection, Mangiatorella was motivated to review the company’s trademark protection policy

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Italy Mangiatorella Beverages

  1. 1. Case study - Mangiatorella –use of Enterprise Cultural Heritage training material The aim of this case study is to provide you with an example of Enterprise Cultural Heritage training material use by Mangiatorella. This work is licensed under Creative Commons Attribution 3.0 Unported License.
  2. 2. Before you start… You can maximise each of the presentations to full screen view by clicking the arrows at the bottom right hand corner of the slide. 2
  3. 3. Forever young Mangiatorella is one of the most important entrepreneurial ventures in Italy and is a leader in the mineral water market in Southern Italy. With around 80 direct employees, Mangiatorella has an annual turnover of 20 million Euros, producing more than 115 million units, with a volume of almost 200 million litres a year. The mineral water is distributed through traditional channels and hotels, restaurants and cafés. An e- commerce channel has been recently opened to sell products directly to consumers. The company is implementing an internationalisation plan to strengthen its position in the market. 3
  4. 4. Quality monitored The Mangiatorella factory is located in a woody area spanning over more than 40 hectares of land, with plant and warehouses covering approximately 25,000 m². Bottling is carried out in a modern, efficient plant and monitored through thorough quality checks. Mangiatorella also owns 3 other Mineral Water brands, whose sources are in Sicily: Cavagrande, Hidria and Acquarossa. 4
  5. 5. Enterprise Cultural Heritage applied In 2004 the company celebrated 100 years of Mangiatorella Water. Company records and photographs have been preserved and are used on the company website. Earlier advertising campaigns, old labels and packaging have been digitized and archived with the intention of presenting them through the website or in marketing campaigns. The new company website launched in 2010 provides customers with product information and draws their attention to the importance of good nutrition. 5
  6. 6. Using the Intellectual Property management material Mangiatorella was contacted by the MNEMOS team and asked to test the Enterprise Cultural Heritage management training material. Marketing management looked at the Intellectual Property management material to see how it might help them in the development of the new internationalisation strategy. After studying the module, which emphasises the importance of trade secrets and brand protection, Mangiatorella was motivated to review the company’s trademark protection policy. 6
  7. 7. To find out more…Visit Mangiatorella at www.mangiatorella.comIf you would like to access the free training material and read case studies on the use of ECHvisit the project website at: www.enterpriseculturaleheritage.org 7
  8. 8. DisclaimerThe content included in this training material has been compiled by the MNEMOS project teamfrom a variety of sources. The MNEMOS project team reserves the right to change the terms andconditions of use of this training material without notice and any time. The training material isproduced for educational purposes only and does not offer legally binding advice. The trainingmaterial as well as the www.enterpriseculturalheritage.org website are made available “as is” and“as available”.MNEMOS project team makes no representation and does not warrant:a) That the information selected for the training material and the website iscomprehensive, complete, verified, organised and accurate;b) That it is licensed by the copyright or database right owner of any third party content to includeor reproduce such content in this training material and the website;c) That the training material and the website will be uninterrupted and error-free; andd) That the server from which the training material and the website is available is free of virusesor bugs.This work is licensed under Creative Commons Attribution 3.0 Unported License.
  9. 9. End of Case Study in Enterprise Cultural Heritage (ECH) Management useTo leave the maximised screen press the ESC button on your keyboard.What would you like to do now?You can learn more about ECH at www.enterpriseculturalheritage.orgGet certified http://training.enterpriseculturalheritage.orgJoin Open Learning Community - Enterprise Cultural Heritage LinkedIn group.Contribute to ECH Wikipedia page http://en.wikipedia.org/wiki/Enterprise_Cultural_Heritage 9

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