Creation of a brand of pasta and its value proposition based on the analysis of the market and of the potential target; creation of a communication strategy (web site, social networks, e-commerce). Team Members: Chiara Cilardo, Claudio Contini, Ilaria Cascione, Azzurra Maria Barausse

1. DIGITAL INTERACTIVE
MARKETING
FINAL EXAM
TEAM COMPOSITION:
CHIARA CILARDO
ILARIA CASCIONE
CLAUDIO CONTINI
AZZURRA BARAUSSE

2. VALUE PROPOSITION
High quality, organic,
low-fat pasta for Italian
food lovers and foodies
who want to experience a
unique and light way to
taste the real Italian
tradition
Bellezza

5. WHAT
WHO
VALUE
PROPOSITION
BELLEZZA
Healthy conscious food
lovers, foodies
male/female
high income,
higher education,
25 -­‐‑ 60
High quality, low-­‐‑fat
pasta for Italian food
lovers and foodies who
want to experience a
unique and light way to
taste the real Italian
tradition
BARILLA
Families, mothers,
individuals, passionate
people
middle income
20 -­‐‑70
Combining tradition and
innovation, stress on the
passions in life and food,
quality and safety
RONZONI
Healthy conscious people
female, mothers
middle –low income
20-­‐‑55
The great-­‐‑tasting pasta
that makes perfect pasta
meals every time! It'ʹs a
New York classic that
brings the family
together!

6. PRODUCTS /
TARGET
BELLEZZA
HIGH FIBER
BARILLA
WHOLE GRAIN
RONZONI
WHOLE GRAIN
GENDER
Both
Female
Female
AGE
25 -­‐‑ 60
25 -­‐‑ 60
35 -­‐‑ 60
CHARACTERISTI
CS/ BEHAVIOUR
People concerned
with the weight,
healthy conscious,
foodies
Ladies and young
ladies on a diet
Mothers that pay
aRention to natural
ingredient

7. The all communication strategy is centered on our
product qualities: organic, traceable, light, low fat,
high fiber and healthy.
Our target are food lovers, healthy people who are
interested in low calories diets that are very
involved in the origins of the product.
We intend to spread our market by dedicated pages
on FB, Pinterest, You Tube and an App where our
main purpose is to suggest light recipes, giving the
possibility to calculate the nutritional values and
customize the recipes.
COMMUNICATION STRATEGY

8. WEB CHANNELS
Video recipes
Traceability videos
Different albums for each product
(gluten free, whole, normal)
Presentation of the ingredients (e.g.
cuRing board with sliced tomatoes,
extra virgin olive oil boRle, pasta
pack, basil leaves)
link to youtube recipes
Recepy of the day
Ironic and funny pictures (linked to
Instagram)
Ironic and funny pictures
(pasta portraits,, italian monuments
sculptures made with pasta –
Coliseum, Pisa Tower…-­‐‑)
Special occasion recipes
No video but his picture
Link to Food Academy
• Recipes
• Calories tab
• Posibbility to combine food, having the
right kcal/kj values per the portion

9. Ingredients
Quantity
(gr.)
Kcla/kj
Total
Type of
pasta
60gr
…
…
Veggies
100gr
…
…
Meat
/
…
…
Fish &
Seafood
50gr
…
…
Condiment
10gr
…
…
CUSTOMIZABLE NUTRITION TABLE
(Interactive)

10. WEB SITE
• BACKGROUND: dark-brown
• SCRIPT: Ivory with golden glare
• MENÙ: high in the middle
• SECTIONS: Home; About us –
traceability videos + YT link-;
Products; Recipes with calories
details; Promotions; Shipping costs
• RIGHT COLUMN: cart
• LEFT COLUMN: languages;
pictures
• BOTTOM: address, social media
link; another menù product
E-­‐‑COMMERCE INDEX:
PASTA
• Traditional
• Whole
• Fresh
• Gluten Free
ITALIAN EXTRA VIRGIN OLIVE
OIL
• Strong
• Delicate
BOXES
• Different Pasta Types + Olive Oil BoRle
-­‐‑
Long
Short
Small Pasta

11. PACKAGING
• Transparent pack with golden bottom
and a dark brown stripe at the top of the
golden part
• Name in front of the transparent part of
the pack
• Back: left column ingredients, right
column nutrional values
• Back right bottom: QR code

12. MOUTH
SEO optimization for specific, long tailed keywords. Call to action on
description, on direct link for specific products or e-commerce page
Buy banner on high-end digital newspaper, with direct link to
e-commerce website
SEM on Google, with specific keyword as well and specific display adv
Use Pinterest to show beautiful dishes prepared with our products and
related link to specific product page
Youtube video directly related to recipes or particoular design
techniques for dressing

13. Thank you page
with a specific
recipe for that
kind of pasta
Delivery and
payment step
Product
description and
price
List of pastas
Product list
(divided by
genera)
DIGESTOR+ACHIEVER
Homepage
Found
the
right
one?
NO
YES
Ready to
purchase?
NO
YES
Transaction
concluded?
NO
YES
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END

14. THANK YOU