Joint dialogue
for Serving People Better
  Paolo Zazzi – Europe Customer Marketing
PASTA MEAL: PLEASURE & WELLBEING

• PASTA MEAL IS ONE OF THE MOST PREFERRED FOODS, PERCEIVED
  AS TASTY AND NATURAL
• PAST...
OUR COMMITMENT


     TO OFFER FOOD PRODUCTS THAT CONTRIBUTE
    TO A NUTRITIONALLY BALANCED DIET AND ARE
ACKNOWLEDGED TO ...
• FOR 127 YEARS WE HAVE BEEN DEVELOPING RESEARCH AND
  TECHNOLOGIES IN THE PASTA MEAL AND BAKERY PRODUCTS
• … AND HAS STRE...
CAPABILITIES SHARING IN:


• SPREADING THE VALUE OF THE AUTHENTIC ITALIAN
  GASTRONOMY

• HELPING PEOPLE TO UNDERSTAND THE...
OUR WAY TO BE SOLUTIONS PROVIDER IN PASTA MEAL



 1. SHARE WITH OUR CUSTOMERS OUR CAPABILITY, TO
    GROW THE PASTA MEAL ...
OUR WAY TO BE SOLUTIONS PROVIDER IN PASTA MEAL
     THROUGH JOINT BUSINESS PLANNING

• CLARIFY THE OFFER BEING ALIGNED WIT...
OUR WAY TO BE SOLUTIONS PROVIDER IN PASTA MEAL
     THROUGH JOINT BUSINESS PLANNING

• EXPLAIN TO PEOPLE THE GASTRONOMIC I...
OUR WAY TO BE SOLUTIONS PROVIDER IN PASTA MEAL
     THROUGH JOINT BUSINESS PLANNING

• CREATE IN STORE THEATRE WITH AUTHEN...
OUR WAY TO BE SOLUTIONS PROVIDER IN PASTA MEAL



 1. SHARE WITH OUR CUSTOMERS OUR CAPABILITY TO
    GROW THE PASTA MEAL T...
OUR WAY TO BE SOLUTIONS PROVIDER IN PASTA MEAL
            THROUGH INNOVATION


 OFFER PEOPLE THE AUTHENTIC ITALIAN PASTA ...
OUR WAY TO BE SOLUTIONS PROVIDER IN PASTA MEAL
            THROUGH INNOVATION


 … ABLE TO TRANSFORM POINT OF PURCHASE INT...
OUR WAY TO BE SOLUTIONS PROVIDER IN PASTA MEAL



 1. SHARE WITH OUR CUSTOMERS OUR CAPABILITY TO
    GROW THE PASTA MEAL T...
OUR WAY TO BE SOLUTIONS PROVIDER IN PASTA MEAL
         THROUGH LEAN SUPPLY CHAIN


• REPLENISH OUR CUSTOMERS WITH JUST IN...
THE PASTA MEAL SOLUTION BENEFITS FOR THE
                 PEOPLE

• PLEASURE AND VARIETY OF AN AUTHENTIC ITALIAN MEAL

• S...
THE PASTA MEAL SOLUTION BENEFITS FOR OUR
               CUSTOMERS

   MANAGE ATTRACTIVE PRODUCTS IN A GROWING
            ...
ShopECR Europe Forum '05. per. Case Study Barilla Paolo Zazzi
ShopECR Europe Forum '05. per. Case Study Barilla Paolo Zazzi
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ShopECR Europe Forum '05. per. Case Study Barilla Paolo Zazzi

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The latest update on 10 years’ experience with demand-side implementation, with special emphasis on shopper value, category growth, POS data management and excellence in execution through the power of collaboration at the store level. Four case studies take a fresh look at product development and introduction, efficient promotion, assortment and merchandising.

Published in: Business, Self Improvement
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ShopECR Europe Forum '05. per. Case Study Barilla Paolo Zazzi

  1. 1. Joint dialogue for Serving People Better Paolo Zazzi – Europe Customer Marketing
  2. 2. PASTA MEAL: PLEASURE & WELLBEING • PASTA MEAL IS ONE OF THE MOST PREFERRED FOODS, PERCEIVED AS TASTY AND NATURAL • PASTA MEAL DELIVERS THE NUTRIENTS THAT ARE ESSENTIAL FOR A BALANCED NUTRITION • PASTA IS THE CORE OF THE MEDITERRANEAN DIET, THAT IS ONE OF THE HEALTHIEST DIETS
  3. 3. OUR COMMITMENT TO OFFER FOOD PRODUCTS THAT CONTRIBUTE TO A NUTRITIONALLY BALANCED DIET AND ARE ACKNOWLEDGED TO BE OF THE BEST FLAVOUR AND OF THE HIGHEST QUALITY, MANUFACTURED WITH COMPLETE RESPECT TO THE ENVIRONMENT AND MANKIND.
  4. 4. • FOR 127 YEARS WE HAVE BEEN DEVELOPING RESEARCH AND TECHNOLOGIES IN THE PASTA MEAL AND BAKERY PRODUCTS • … AND HAS STRENGTHEN CAPABILITIES TO BE SHARED WITH OUR CUSTOMERS TO GROW OUR COMMON BUSINESS
  5. 5. CAPABILITIES SHARING IN: • SPREADING THE VALUE OF THE AUTHENTIC ITALIAN GASTRONOMY • HELPING PEOPLE TO UNDERSTAND THE BENEFITS OF A NUTRITIONALLY BALANCED DIET • ENGAGING RETAILERS IN A JOINT DIALOGUE WITH PEOPLE, TO INVOLVE THEM IN A REAL “FOOD EXPERIENCE”
  6. 6. OUR WAY TO BE SOLUTIONS PROVIDER IN PASTA MEAL 1. SHARE WITH OUR CUSTOMERS OUR CAPABILITY, TO GROW THE PASTA MEAL THROUGH JOINT BUSINESS PLANNING
  7. 7. OUR WAY TO BE SOLUTIONS PROVIDER IN PASTA MEAL THROUGH JOINT BUSINESS PLANNING • CLARIFY THE OFFER BEING ALIGNED WITH SHOPPERS DECISION AND EXPLOITING THE ASSORTMENT RANGE VARIETY
  8. 8. OUR WAY TO BE SOLUTIONS PROVIDER IN PASTA MEAL THROUGH JOINT BUSINESS PLANNING • EXPLAIN TO PEOPLE THE GASTRONOMIC ITALIAN CHOICES, MATCHING PASTA SHAPES WITH THE IDEAL PASTA SAUCES, STARTING FROM THE SHELF
  9. 9. OUR WAY TO BE SOLUTIONS PROVIDER IN PASTA MEAL THROUGH JOINT BUSINESS PLANNING • CREATE IN STORE THEATRE WITH AUTHENTIC ITALIAN MEAL SOLUTIONS DRIVING PURCHASES VIA RECIPE SUGGESTIONS
  10. 10. OUR WAY TO BE SOLUTIONS PROVIDER IN PASTA MEAL 1. SHARE WITH OUR CUSTOMERS OUR CAPABILITY TO GROW THE PASTA MEAL THROUGH JOINT BUSINESS PLANNING 2. APPLY OUR PRODUCT KNOWLEDGE IN THE SEARCH FOR INNOVATIVE MEAL SOLUTIONS
  11. 11. OUR WAY TO BE SOLUTIONS PROVIDER IN PASTA MEAL THROUGH INNOVATION OFFER PEOPLE THE AUTHENTIC ITALIAN PASTA MEAL EXPERIENCE THANKS TO A “PASTA MEAL CENTER” WITH EITHER: AMBIENT PRODUCTS FROZEN PRODUCTS ready to eat in 10’ ready to eat in 1’
  12. 12. OUR WAY TO BE SOLUTIONS PROVIDER IN PASTA MEAL THROUGH INNOVATION … ABLE TO TRANSFORM POINT OF PURCHASE INTO CONSUMPTION OPPORTUNITY
  13. 13. OUR WAY TO BE SOLUTIONS PROVIDER IN PASTA MEAL 1. SHARE WITH OUR CUSTOMERS OUR CAPABILITY TO GROW THE PASTA MEAL THROUGH JOINT BUSINESS PLANNING 2. APPLY OUR PRODUCT KNOWLEDGE IN THE SEARCH FOR INNOVATIVE MEAL SOLUTIONS 3. DEVELOP LEAN AND SAFE SOLUTIONS FOR THE EXTENDED SUPPLY CHAIN
  14. 14. OUR WAY TO BE SOLUTIONS PROVIDER IN PASTA MEAL THROUGH LEAN SUPPLY CHAIN • REPLENISH OUR CUSTOMERS WITH JUST IN TIME DISTRIBUTION® TO REDUCE THE OVERALL INVENTORY WHILE IMPROVING PRODUCT AVAILABILITY • SYNCHRONIZE OUR FORECASTING WITH STORE SALES APPLYNG CPFR TECHNIQUE • GRANT TRACEABILITY OF OUR PRODUCTS
  15. 15. THE PASTA MEAL SOLUTION BENEFITS FOR THE PEOPLE • PLEASURE AND VARIETY OF AN AUTHENTIC ITALIAN MEAL • SHARE THE ENJOYMENT OF BEING TOGETHER AROUND FOOD • NATURAL AND HEALTHY NUTRITION
  16. 16. THE PASTA MEAL SOLUTION BENEFITS FOR OUR CUSTOMERS MANAGE ATTRACTIVE PRODUCTS IN A GROWING PROFITABLE CATEGORY

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