The name of the brand is, I have chosen this particular name as it reflects its Italian origin and matches my mission as well as my values. The brand name also refers to the region where it has been produced, that is to say Bolzano. The “Ti” refers to “tu” meaning “you” and add a personal feeling to the brand name. The region of Bolzano is know for its great landscape and natural places, which will be describes on the next slide.
Provinciaautonoma di Bolzano:Provincia Autonomy Di Bolzano or South Tyrol (Italian name: Alto Adige) is an autonomous province in northern Italy. It is one of the two autonomous provinces that make up the autonomous region of Trentino-Alto Adige. The province has an area of 7,400 square kilometers and a total population of 511,750 inhabitants (2011). Its capital is the city of Bolzano. It is the less polluted region of Italy. Just right next to the Alpes, it offers fresh, healthy and clean water as well as healthy and nutritional grass for the sheep. The region provides animals with different types of food, depending on the temperature and the altitudes. ClimateLocated at multiple climate borders, Bolzano features a humid subtropical climate with hot summers (just sufficient to be called 'subtropical') and relatively cool winters. Some of its suburbs feature an ocean climate due to some cooler summer temperatures, while mountains in the area may feature a continental climate.EconomyThe region has high quality intensive agriculture, especially for fruit, wine and diary products. Furthermore, the region provide with an enormous farming areas, which permit farmers to grow food and breed animals without any barriers. Environment and ecology:The level of “environmental friendliness” is perfect for farmers and appropriate for natural food growth. Furthermore because of a strict policies and regulations on environmental and ecological concern, the region is getting cleaner and cleaner. The mountain has almost a 0 degree pollution, the flora is abundant and therefore provide everything animals need.BOLZANO SHEEPCornella Bianca dell'Emilia Romagna Italian breeds of sheepBred only in 3 regions in Italy, the Cornella Bianca dell’ Emilia is endangered. As a result this race is highly protected and only used for milk production. The milk as an incredible flavor due to a 100% natural sheep eating and an exceptional climate in the region of Bolzano. This milk is really rare and therefore we decided to go for a production of yogurt, which match the first particularity of this milk, natural, healthy and tasty.
Mission: Provide our customers with ethically produced and 100% organic and healthy products. Brand promise—Through luxurious resources and unique ethical methods, we promise to provide our customers with:100% Organic/ premium quality Italian yogurt skillfully prepared by artisan and professional producers.Made with 100% organic ingredientsPrepared according to authentic, traditional recipes.Wholesome, easy-to-prepare, great tasting daily foods for optimum nutrition.No artificial additives, MSG, colourings, preservatives or refined sugars.Ethically sourced product, which support producer communities. Brand values—Every business decision related to your brand should align with its values. The brand values are the code by which your brand lives. Every day.We believe in organic food and the benefit of a healthy organic dietWe support local communities by only adding local producer productsWe are environmental friendly through our products, methods and visionBrand personality/ philosophyProvinciaautonomias di Bolzano is a magical region, with an incredibly productive land and healing properties flowers. With an exceptional climate, and different attitudes level, the province of Bolzano is the spot to find miraculous plant like the so-called Amarcrinummemoria-corsi, which as only be found by the pioneer and farmer of the region: Bernard Bolzano. Millions of people are going to this region every year hoping to find this plant. Since 1854, only Bernard Bolzano, which the region has been named after, have found it and decided to help the community and heal other people instead of himself. Our sheep are wild and constantly travelling on these same mountains. We believe they are eating these plants and that is why our milk has incredible properties. Brand positioning statement:To educated, healthy and environmentally concerned women, who what to do as much for overall health as they can, Bolzano-Ti is the healthier and most naturally tasty yogurt that gives you the sensation to be …That is because…the ingredients used to make the Bolzano-Ti yogurt are carefully chosen and controlled for their organic authenticity, the final product is worked on his highest potential. Testing studies shows that 90% of Bolzano-Ti consumers feel mentally and physically more healthy and 60% admitted that it improved their quality of life. Belief System: A healthy and environmentally concerned brand, which offers a prestigious product made up of rare and unique ingredients. Target: Provide our consumers with joy and happiness. We want them to feel healthy but more importantly happy about their choice.
Sheep Milk Sheep are among the most useful of domesticated animals, producing a sustainable supply of milk, meat and wool. A hardy species, sheep thrive on hillsides unusable for agriculture, and, like goats, produce far less methane than cows. Their milk contains up to twice as many minerals (including calcium, phosphorous, zinc and the important B vitamins) as cow's milk. Like goat's milk, it has small fat globules that are easily digested and it’s a rich source of iodine, which is useful for those with thyroid problems. Unfortunately, it’s almost twice as fattening as whole cow's milk and has many more calories. It’s also unsuitable for the lactose intolerant and babies. Although it contains higher levels of butterfat, it’s actually lower in saturated fat than other types of milk. Taste-wise, it’s richer and creamier than cow’s milk but without the faint tanginess of goat’s milk.Sheep's Milk is healthier than Cow and Goat's MilkAdvantages> tastes and smells better and makes better tasting, richer, and smoother cheese and yogurt> easier to digest and less of a problem for people intolerant to cow's dairy> contains more vitamin A, Beta carotene, vitamin D, vitamin E, Vitamin C, Thiamin, Riboflavin, Vitamin B6, Vitamin B12, Nicotinic acid, Pantothenic acid, Biotin, Folic acid, calcium, protein, iron, magnesium, zinc, and medium chain amino acids. (Nutritionally, "The only other milks that can be compared with it would be that of the camel and the water buffalo.")> "The calcium: phosphorus ratio in sheep milk is nearly perfect"> contains double the amount of butterfat > the fat globules in sheep milk are smaller, more homogeneous and therefore more easily digested > contains more medium and short chain saturated fatty acids, which is believed to enable higher lactose absorption> contains more medium chain triglycerides (MCT) > 3 times more whey protein> the lactose in sheep milk has been found to be better tolerated Disadvantages> more expensiverarer and thus less conveniently obtained
Health Benefit Yogurt: Lowers CholesterolBoosts Immune FunctionDecreases Body FatImproves Bone Health
Competitive advantage:Offering an organic product made up of 100% natural ingredients we want to show our customers that we care and have the ability to provide them with wonderful flavors, which would definitely be beneficial for their health. We differentiate ourselves by buying environmentally friendly and we support local communities in every stage of the product development.Unusual Flavor with healing properties. We are offering flavor that has never been offered before. Because we find different health nutritional benefit in each of this category, we proposed all kind of flavor. However based on research the yogurt flavor most sold in the UK is strawberry, other red berries flavor and vanilla. As a result, we will produce a lot of these flavor and less of the other. If the sales for the other flavor grow, we will definitely review our productions. FruitsBecause we are respecting the environment and the local producer, we only offer the yogurt fruit / nuts according to the season of growth in Italy. As a result our yogurt menu will vary on the seasons.
Organic Yogurt Market: The market for organic yogurt is the largest and most established sector of the organic dairy market. In 2005, the organic yogurt market was worth more than £90 million – representing a 21% increase since 2004. This compares with the total yogurt market (organic and non-organic) which saw a 1.8% increase in sales over the same period.The growth in organic yogurt sales is due to an in increased consumer awareness and new product launches, particularly in the children’s and Greek yogurt sectors. Branded organic yogurts account for most sales: in 2005, Yeo Valley had a 55% share of the market, with Rachel’s Organic accounting for 14%, Vandemoortele 11% and own-labels accounting for a 12% share. The remainder of the market is made up of smaller, often regional brands. Sales figures for the first quarter of 2006 indicate that the organic yogurt market will be worth more than £110 million by the end of the year, which could be an opportunity for our own brands. Opportunity:Because the organic as well as the yogurt market is growing and people are getting more aware of the benefit of such products, this is an opportunity for our brand to get into this market.
Reason for buying organic food:From this table and analysis we can see that 62% of consumers buy organic food because they believe it has fewer chemicals and therefore healthier. The taste comes in the fifth position however through our marking campaign we will play on all of these factors to accordingly persuade our customers. Prices:Even though organic food is more expensive that casually produced food, organic buyers believe the quality is worth the money. Price is indeed an important factor to consider while selling organic food because it is one of the first reason why people do not buy organic food.
Organic food by gender:Gender:Results obtained through research and structural equation analysis indicates the model for men (χ2/df=1.76 p<0.01, CFI=0.907) as well as the model for women (χ2/df=1.87 p<0.01, CFI=0.857) can be considered acceptable, they suggest that women are more proactive in the consumption of organic food. Women are more motivated due to eating a healthy diet, men are more influenced by their social circumstances.Motivations and primary factors pushing consumers to purchase organic produce:health, taste, fewer chemicals and animal welfare. As such, we will use these elements in our communication / marketing campaigns and we aim to reinforce positive organic messages and increase purchase frequency. Female: about 70%Male: about 30%Based on the result, it would make sense to target mostly a female audienceAge: Organic foodHeavy buyers: 16-36: 30% / 35-54: 39% / 55+: 31%Medium buyers: 16-34: 27%/ 35-54:40 % / 55+: 32%Low buyers: 16:34: 23% / 35-54: 35 % / 55+: 42%Based on the result we need to target an audience aged between about 30 to 50 year old.Lifestyle:It as been found that heavy organic buyers are keen into sports and have a very active lifestyle.They care a lot about the environment and health. It is essentially working people, as they have the buying power to make the purchase, however stay at home mum are taking a great part of the total organic consumption market. Demographics: Status and classBased on the survey, the strongest relationship with weight of organic purchasing was found to be social grade, with those from the higher social grade ABC1 being more likely to be heavier purchasers. It has also be found that whilst the supermarket was the main outlet for purchasing fresh produce for all groups, heavier organic buyers were more likely (than other groups) to uselocal convenience stores, markets (local and farmers) and farm shops. Marketing Strategy:Organic advocates and organic environmentalists already have positive opinions on organic produce, however we want to reinforce their beliefs through strong campaigns highlightingmessages centered around health, taste and quality (their current motivations when they do purchase), as well as the environmental benefits for the latter segment. Furthermore, to “hidden” the cost of this product we will emphasis on the health benefit and make their believe and prove them their money is worth it. Survey sources: http://www.organiccentrewales.org.uk/uploads/ca_survey_br_phase_2_report.pdf
Packaging:From this side of our strategy we concentrated on our ethicality towards the environment. We chose a container that is 100% recyclable and we encourage our consumers to re-use it. Because we have a partnership with a wooden recyclable company in the UK, we are able to recycle the containers and re-use it again and over again. The environment is a core value to our company and we do everything in our power to protect it from pollution to climate change. Buy putting our hand on the packaging production, the sheep breeding and our marketing campaign we aim at directing the society towards environmentally friendly eating habits. Labeling:This is a proof of our commitment. Environmental concern:A stamped label on the wooden container will show the consumer that we very much care about their health and the environment.Health concern: OrganicOften people de not believe that some products are 100% organic. By literally showing them through the legal and recognized label, we wish to attract their attention on the truthiness of our products. = We are not liar and we hold our promises.
La fromagerie:Tibits: Tibits stands for fresh, healthy, delicious food and drink. It is a place relaxed and uncomplicated, where customers can enjoy tasty, healthy products from early morning through to late evening.Amico Bio: Amico Bio is a vegetarian and organic restaurant on Cloth Fair. They serve a variety of Italian fare made with seasonal produce, which definitely represents the value we want to deliver to our customers. Local Markets:Borough Market: Borough Market: Borough Market is London’s most renowned food market; a source of exceptional international produce. We hold a stall to represent our exceptional Italian product including the BOLZANO-TI yogurt. The market has become a vast repository of culinary knowledge and understanding. This environment enables consumers to explore, to ask questions, to discover new flavors and to savor a unique atmosphere.Borough Market’s vision is to enrich the quality of life of the local community and to build on its reputation as a center of food excellence. By being in total correlation with our vision and values, borough market is the perfect place for our company to well our products. Like ours, their mission is to be a viable and sustainable, independent, quality food market, rooted in the local community.The surpluses generated by the market are reinvested in support of our charitable aims, to ensure we remain an important open space and public amenity for the benefit of those who live and work around us, and in protecting the historic nature of the market, which shall be run sustainably for future generations to come.Whole Food Market: They have a Passion For Food:We appreciate and celebrate the difference natural and organic products can make in the quality of one’s life.Quality Standards requirements:They have high standards and their goal is to sell the highest quality products they possibly can. They define quality by evaluating the ingredients, freshness, safety, taste, nutritive value and appearance of all the products they carry. Likewise our company, they care about the environment and the community. Their mission statement respects what we value the most: "Whole Foods, Whole People, Whole Planet" Harrods: We chose Harrods because this place has always prided itself on a reputation for excellence, that nothing is too much trouble to their customers, and they can find the finest-quality merchandise.They aim at being the number one department store in the world for luxury branded merchandise, maintaining an unprecedented level of retail standards, expertise and profitability.Through a combination of product, innovation and eccentricity, they aim to provide every customer with a truly unforgettable experience in our quintessentially British environment.
HEALTH – ENVIRONMENT - COMMUNITY
* Provincia autonoma di Bolzano and the Alpes PathItalian breeds of sheep:Cornella Bianca dellEmilia Romagna• Highly protected breed• Fed on natural, varied and flourish food.• Sheep farmer: Moving on the alp• = Healthy, fit and well fed sheep• = Nutritious and healthy milkProvincia autonoma di Bolzano:• Agricultural Potential• Ecology and environment• Unique wildlife and flora• Climate
** MISSION: Provide our customers with ethically produced and 100% organic and healthy products.* IDENTITY: Unique – Prestigious – Respectable – Concerned* Brand Value:* We believe in organic food and the benefit of a healthy organic diet* We support local communities by only adding local producer products* We are environmental friendly through our products, methods and vision* Brand Promise* 100% Organic/ premium quality Italian yogurt skillfully prepared by local artisans.* Made with 100% organic ingredients* Prepared according to authentic, traditional recipes.* Wholesome, easy-to-prepare, great tasting daily foods for optimum nutrition.* No artificial additives, MSG, colourings, preservatives or refined sugars.* Ethically sourced product, which support producer communities.* Brand positioning statement:To educated, healthy and environmentally concerned women, who what to do as much for overall health as they can, Bolzano-Tiis the healthier and most naturally tasty yogurt that gives you the sensation to be …That is because…- the ingredients used to make the Bolzano-Ti yogurt are carefully chosen and controlled for their organicauthenticity, the final product is worked on his highest potential.- Testing studies shows that 90% of Bolzano-Ti consumers feel mentally and physically more healthy and 60%admitted that it improved their quality of life.
*Sheep Milk:* High source of calcium, phosphorous, zinc and the important B vitamins.* The have small fat globules that help the digestion and is a great source of iodine, which prevent thyroidproblems.* High in butter fat but low in saturated fat. (Creamy taste: However we use skimmed milk for the yogurtproduction)Sheeps Milk is healthier than Cow and Goats Milk* Tastes and Smells better and makes better tasting, richer, and smoother yogurt* Easier to digest and less of a problem for people intolerant to cows dairyNutritional values +* Contains more vitamin A, Beta carotene, vitamin D, vitamin E, Vitamin C, Thiamin, Riboflavin, Vitamin B6,Vitamin B12, Nicotinic acid, Pantothenic acid, Biotin, Folic acid, calcium, protein, iron, magnesium, zinc, andmedium chain amino acids. The calcium: phosphorus ratio is nearly perfect.Benefits:* 3 times more whey protein: anti-inflammatory and anti-cancer properties* The lactose in sheep milk has been found to be better tolerated by human body* Beneficial effect for asthmatic people and those suffering from severe skin diseases.* Perfect tool to clean up the blood.
** Plain, with nuts or fruit: Bolzano-Ti can satisfy all of your cravings* Health Benefit Yogurt: Unflavored sheep’s milk yogurt* Lowers Cholesterol* Boosts Immune Function* Decreases Body Fat* Improves Bone Health* Help digestion* Suitable for Lactose free consumers* Digestion* Zinc = Better skin
** Because we care about your health and the environment: UNIQUE PRODUCTS, UNIQUE FLAVORS* Nuts and spices and unusual flavors* - Chamomile* - Echinacea* - Saffron* - AsafetidaNuts and Fruits Choice:Fresh – healthy – locally producedbut overall TASTY
*UK Population Beliefs toward Organic Food:• Healthy• More Natural• Expensive• Low AccessibilityObjectives• Match consumer positive Believe with our values,products and promise.• Change their negative beliefs system towards a morepositive one.• = Through an effective and well targeted MarketingStrategy – Respecting the companies values and targetaudience.
*As a brand, we want to see our customers happy, healthy and with a smile on their face* Health concerned, love for good food, environmentally friendly* Women from 30 to 50* Medium to high Income* Rural or Urban (Differently advertise)* Lifestyle: Active, sports and healthy in all areas* ABC1 Social Grade mostly* Actively engaged in the communityProjected Beliefs System:Prestigious – Unique - Respectful
** PACKAGING100% wooden made100% re-usage /recyclableNutritional labels and requirements: “This is our promise”
** La Fromagerie Café / La Fromagerie shop* Tibits / Amico Bio:* Local Markets (Borough, Greenwich…)* Wholefood / HarrodsPOINTS OF PARITY* High Quality Standards* Good service* Unique and clean environment* Local and healthy products* Selling prestigious service/products“Fresh, healthy and delicious”"Whole Foods, Whole People, Whole Planet"