marketing scenario of Italy

1. ITALYPresented By: Shikha Karamchandani
15M38
Presented to: Dr. Darshana Dave

2. INTERESTING FACTS
 Ranks 84th in the world for ecological
sustainability.
 One of the world's largest producers of
renewable energy.
 Mont Blanc - the highest point in Italy and the
European Union.
 14 volcanoes in Italy, three of which are
active: Etna , Stromboli and Vesuvius.

3. ITALY AT A GLANCE
 Capital city: Rome
 Republic day: 2nd June
 National flag: Tri coloured flag
 National animal: Italian Wolf
 National flower: white lily or poppy
 National anthem: Carto de italiana
 National bird: bluebird
 National game: football
 Currency: Euro

4. HISTORY
 Derived from term Italia, from Latin meaning
"land of young cattle”
 Italy was named after Italus, mentioned also by
Aristotle and Thucydides

5. GEOGRAPHY
 Location: Southern Europe
 The boot-shaped Italian Peninsula
 Lies between latitudes 35° and 48° N, and
longitudes 6° and 19° E
 Area 301,230 km², 294,020 km² is land and
7,210 km² is water
 Coastline and border of 7,600 km on the
Adriatic, Ionian, Tyrrhenian seas

6. MAJOR CITIES

7. SWOT ANALYSIS

8. POPULATION
 Italy has the fourth-largest population in the
European Union and the 23rd-largest
population worldwide with estimation of 60.6
million.
 The population density- 200 persons per sq
km, is the fifth highest in the European Union.

9. CULTURE
 Despite the political and social distinction of
regions, Italy's contributions to the cultural
and historical heritage of Europe and the
world is immense.
 Italy is home to the greatest number of
UNESCO World Heritage Sites and has rich
collections of world art, culture and literature
from many different periods due to
emigrations during Renaissance.

10. LANGUAGES
 Official language: Italian
 Numerous dialects spoken all over the
country and some Italians cannot speak
Italian at all.

11. RELIGION
 Roman Catholics
 Jewish
 Protestants
 Immigrant Muslims

12. FAMILY VALUES
 The family: center of the social structure and
provides a stabilizing influence for its
members.
 In the north nuclear family lives together.
 In the south the extended family resides
together in one house.

13. ITALIAN STYLES
 Appearances matter in Italy
 Dress indicate social status, family's
background and education level
 First impressions are lasting impressions
 The concept of 'bella figura'
 Clothes are important to Italians.

14. ETIQUETTES & CUSTOMS
 Meeting Etiquette
 Gifting Etiquette
 Dinning Etiquette

15. HOFSTEDE’S CULTURAL DIMENSIONS

16. BUSINESS ETIQUETTE
 Relationships & Communication
 Business Meeting Etiquette
 Dressing etiquette
 Business cards

17. ECONOMY
 Economy changed from agriculture to industrial
state
 Seventh largest economy in the world
 The major economy is constituted by-
Corporation
Transports
Tourism
 Italy has capitalist economy.
 Italy is member of the Group of Eight (G8)
industrialized nations.
 The country is also well-known for its influential
and innovative business economic sector

18. CORPORATIONS
 Smaller number of global multinational
corporations.
 Large number of small and medium-sized
enterprises
 "industrial triangle" (Milan-Turin-Genoa)
 “Tuscan industrial triangle” (Florence-Prato-
Pistoia)

19.  Country was the world's 7th largest exporter
in 2009.
 Italy's major exports and companies by sector
are motor vehicles ,chemicals and
petrochemicals, electrical engineering, home
appliances, aerospace and defense
technologies, firearms , fashion; food
processing, sport and luxury vehicles ,yachts.

20. Trade partners
 Italy's closest trade ties are with the other
countries of the European Union, with whom it
conducts about 59% of its total trade. Its
largest EU trade partners, in order of market
share, are Germany (12.9%), France (11.4%),
and Spain (7.4%).

21. Trade relations with India
 Italy is the fourth largest trading partner with
India
 India exports such items as textiles,
chemicals , dyes , minerals such as iron ore ,
food products
 Italy exports machinery, oils, textile including
weaving, spinning machines.

22. FIAT MOTORS
 The history of Fiat began many years ago, at the dawn
of Italian Industrialization.
 Giovanni Agnelli founded Fiat in 1899 with several
investors.
 In 1910, Fiat was the largest automotive company in
Italy.
 By the early 1920s, Fiat had a market share in Italy of
80%.
 In 1922, Fiat began to build the famous Lingotto car
factory the largest in Europe up to that time which
opened in 1923.

23. Entry Strategy
 Fiat India Automobiles Private Limited (FIAPL) is a
50-50 Industrial Joint Venture between Fiat Group
Automobiles and Tata Motors Limited originally
incorporated on January 02, 1997.
 In India, the company was established in 1905, as
Bombay Motor Cars Agency as its sales agent.
 Fiat Automobiles signed a license and servicing
contract with Premier Automobiles Ltd, to
manufacturing and selling of 1100 and 1100D Fiat
Padmini cars.

24. PRODUCTS
 Currently Fiat is manufacturing the Palio Stile 1.1
and 1.6 models, premium Fiat cars such as the
Grande Punto and Linea are in the B and C
segment.
 PRICING
Competitive pricing of Rs. 3.99 lakh in the B
segment cars

25. TATA MOTORS
2008
 Tata Motors, India's second-largest
automaker, gained immediate credibility in
Europe after it bought Jaguar and Land Rover
from Ford Motor Co. for $2.3 billion.
 The company's core Tata brand, however, is a
minor player in Europe.
 The Tata brand's private importers in Italy sold
just a few thousand units only.

26. 2013
 Decides to expand its volume brand's product
portfolio and market presence in Italy, Europe.
 Tata relies on private importers in Europe
such as Melian Italia Srl, which is based near
Bolzano, northern Italy. Melian is Tata's oldest
importer in Europe

27. Products
 The Aria, a seven-seat large crossover which
built in India by Tata and designed by AVL List
GmbH, an engine specialist based in Graz,
Austria.
 Safari large SUV
 Nano, which is the cheapest car in the world
at about 2,000 euros.
 Tata Pixel

28. MARKETING MIX OF TATA motors
 PRODUCT
Passenger cars and Utility Vehicles
Commercial Vehicles
 PLACE
Tata sells cars through dealerships in
most cities across Italy.

29.  PROMOTION
Claiming to be less in cost than competitors.
 PRICE
Aria is priced at 21,580 euros which is less than
its counterpart from Fiat.
TATA Nano is priced at 2000 Euros and is the
cheapest car in the world.

30. THANK YOU