This marketing consultant has extensive experience in business development, marketing strategy, and brand management across various industries. Their experience includes developing marketing plans, conducting market research and analysis, defining pricing strategies, managing brand equity, and creating both traditional and digital communication campaigns. They have worked with several well-known brands on strategic initiatives focused on growth, product development, and establishing market leadership.

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• My Marketing experience & approach: it’s like ripples in the
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• This is my business card!

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Evolving with needs Always Evolving…
Communication
Problem solving Web Mktg
Growth with client
Traditional Mktg
Meet the customer CONNECT Guerrilla Mktg
THE DOTS
Valuation Creation Brand sensitivity
Creativity
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Idea Research package
Generation&evaluation
Price definition
Analytical
Variety

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1st experience as trainee
! Market & Sales analysis
! Retailer needs analysis
! Development of communication
store material
! Sales material support
Tactical Marketing Program
B2B marketing approach
Market research

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2° experience GOLDEN LADY: Tight & underwear - fashion market
Definition of Marketing tactic sets:
! Market & Sales analysis
! Key market targets
! Retailer needs analysis – Launch a Golden Point
! N.P.D. and launch of seasonal products
! Communication marketing program for retailers
! Sales material support

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3° GIOCHI PREZIOSI – Toys & School stationery company:
MARKETING STRATEGY MARKETING TACTIC
! Creation of Marketing Plan; ! Sales force training
! Market analysis ! Selling aids and materials
! Consumer trends: Targeting&Positioning ! Sales promotion elements
! Competitive benchmarking ! Advert by print (targeted magazine)
! S.W.O.T ! Packaging development
! Brand Equity
! Product Development
! Marketing budget
! Pricing and management P&L

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working with the most important brand for kids – tweens – teens
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4° GIOVANNI RANA – FMCG– International Experience
! Develop the brand abroad – align the message to targets’ needs
! MARKETING PLAN
! MARKET RESEARCH & ANALYSIS
! MARKETING BUDGET on an international scale
! Managing the Brand Equity
! Forecast (volume & value)
! Communication media plan (traditional & unconventional)
! Focus on online communications
! PR and Trade shows

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1. Category strategy: reinforcing the range in Coop
2. NPD strategy: focus on Italian recipes
3. Brand Awareness: Media mix campaign
! TV Campaign (Italy to Switzerland)
! Website (high penetration Internet users)
! Competition on website
! Google adwords
! Take over/ Banners
! Video ads on 20minuten.ch zatoo etc
! Promotion in store

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5° ORTHOFIX : Medical Device market – Multinational Experience
MARKETING STRATEGY
! Elaboration of new strategies plan to reach out to end consumers more effectively;
! Elaboration of STRATEGIC PLAN
! Working on two KEY BUSINESS CASE
! Market research ->giving a strategy interpretation in line with the company mission
! 5 years FORECAST
! 5 years MARKETING
! Organize exhibitions and road shows and sponsor an event:
WEBMARKETING
! On-line benchmarking
! Development of the company’s new website: Orthofix International
! E-learning/Webinar – On-line training for both clients and partners
! Organisation of events with communication via web

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1. Market Background/ Market Trends
2. Competitive analysis
3. Image analysis, positioning of Orthofix in specific sector;
4. Orthofix’s Strategy
! Entry Strategy: Orthofix’ growth leverage
! Product Strategy : process of the development of the product
! Emphasize the competitive advantages
! Target definition: funnel approach in the launch phase
! Price posizioning: value the hospital & patients benefits for competing
! Initial view of Communication Strategy

15. Business case: Market&Competitors breakdown
Millenium Reseearch Group data 2013

16. Business case: Factors Impacting New Device Adoption
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17. Business case: working on product&target
PRODUCT TARGET
Residents &
Measurable
Benefits for Normal Surgeons
Hospital&Patients
Early adopters
Orthofi
x
Experts,
Chief
A system
solution i.e. KOL
comprehensive
Orthofix must move towards these two concepts
Hospital administrators
to position strategically in the segment IM nail

18. Business case: Brand Geographical Strategy
1. Going where Orthofix has a strong brand positioning
2. Going where the market accepts a high level of price
3. At the beginning not through distributors
TIMING FOR THE LAUNCH IN THE MARKET
2012: Selection of special market
Working on the brand
2013: Reinforce the presence, with communication strategy.
Add another country (complication in regulatory affairs)
2015: Start with distributors

19. My case as a Marketing Consultant: Villa Cortine
! Hotel Group of Northern Italy
! Revenue: 1.2 bl Euro
! Luxury image
! Faithful clientele (old and especially from Germany)
! Very traditional company
! No kind of previous communication
! Old style
! No special offers&products
! Old logo

20. Benchmarking and Position map

21. Goals for the Communication strategy plan
! Update of the logo
! Graphic guide
! Platform for the communication concept
! Communication plan
! Social media plan
! SEM

22. Goals for the Marketing strategy plan
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! Pull communication Plan: starting from Website……..and then
! Social media mktg (FB and Twitter as a start)
! Newsletter
! Virtual Tour on the web
! Discover and keep a piece of its wonder
! Use promotion on the web
! Icatalogue with Partner (comktg)
! Mini agenda with all round activity
! New Social Media
! SEM
! On line Social Club
SERVICE DEVELOPMENT
! Development of special offers
! Differentiation
PR ACTIVITY

23. WHOSOEVER DESIRES CONSTANT
SUCCESS MUST CHANGE HIS CONDUCT
WITH THE TIMES
Il Principe (Macchiavelli)