1. ::
Barilla
pi. Marianna Recchia
MA in JECT LEADER S Giulio Cep
PRO
Business Design
Celia Jaber
Felipe Gomez
Jasmine Vaughn
Nataly Abrosimov
Smriti Mehrotra
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2. ::
Barilla
Food Culture
RICA //
Latin America is the second largest
consumer of pasta in the world,
right after Italy...
IN AME
HOW DO WE BETTER INTEGRATE
BARILLA WITH THE LATIN AMERICAN
FOOD CULTURE?
LAT
Unión Pastificios Americanos (UPA)
3. ::
Barilla
Food Culture consumption
Comparative
RICA //
...and there’s still room to increase
it’s market share in Latin America.
IN AME
15*
LAT
25* 27*
2 times/ week 4 times/ week 6 times/ week
* kg/person/year
Unión Pastificios Americanos (UPA)
4. ::
Barilla
Competition
ICA //
However, local brands are selling
more, despite prices. Barilla needs
N AMER
to offer a value of distinction. 3.98
fresh pasta sold in specialty stores
with one-to-one customer care.
LATI
imported local
Unión Pastificios Americanos (UPA)
5. ::
Barilla
RICA //
Competition
However, local brands are selling
more, despite prices. Barilla needs
to offer a value of distinction.
IN AME
LAT
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Unión Pastificios Americanos (UPA)
6. ::
Barilla
ICA //
SO WHAT ARE BARILLA’S PROBLEMS
N AMER
IN LATIN AMERICA?
no involvement among locals
boring
LATI
no communication
Unión Pastificios Americanos (UPA)
7. ::
Barilla
IALS VALUES//
MILLEN
Value technology for it’s
efficiency and innovation
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8. ::
Barilla
NIALS VALUES//
Cooking for others is an
E MILL
expression of love and a great
source of pride
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IALS VALUES//
MILLEN
Use fun to create strong connections
amongst friends and family
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NIALS VALUES//
MILLE
Proud of nationally produced goods
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IALS VALUES//
MILLEN
Proud of nationally produced goods
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IALS VALUES//
N MILLE
WE ALL WANNA BE YOUNG - MOVIE
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13. ::
Barilla
TEGY//
Start an initiative that encourages social and interactive
learning among Latin American millenials,
STRA
while elevating the Barilla brand image.
GOALS
to be convenient to bring prestige
to provide fun,
interactive learning
14. ::
Barilla
STRATEGY//
FOOD AND PARTY AND
COOKING FRIENDS
15. ::
Barilla
STRATEGY//
Now, fusion pasta recipes
and ingredients are
delivered to your house, at
any time, along with with
your own FOOD JOCKEY™,
to help you cook for your
freinds and cater your
spontaneous dinner parties.
16. ::
Barilla
STRATEGY//
SO HOW DOES FOOD JOCKEY WORK?
17. ::
Barilla
SCENARIO //
Fernando is a 21 year old aspiring chef,
whose also seeking to help his family
financially . . .
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18. ::
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ARIO//
BARILLA IN ASSOCIATION WITH SENA
SCEN
He is excited about attending
the Barilla educational workshop at SENA...
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SCENARIO //
He goes and joins FOOD JOCKEY ; a
Fernando becomes passionate about a
collaboration between Barilla, SENA,
new opportunity - Food Jockey
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Barilla
SCENARIO //
Santiago a 26 year old lawyer, has a
strong social circle and a passion for
sports; loves to party . . .
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Barilla
SCENARIO //
Bored watching TV, he views a notice
for an innovative idea - Food Jockey.
He decides to look it up online
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22. ::
Barilla
RIO //
FRIENDS PLACE DATE
SCENA
BUDGET INGRIENDIENTS
Jasmine Vaughan
Whole Grain Spaghetti with Cherry
Tomatoes & Pecorino Romano
Franscesco sorrentino
Penne with Chicken, Asparagus and Alokeparna Sengupta
Lemon Alfredo Sauce
Celia Jaber
Asparagus Carbonara With Garlic
Cream
Felipe Gomez
Farfalle With Creamy Wild
Mushroom Sauce
Dish Location Invites Favorites
Dish Location Invites Favorites
Santiago goes to the application;
sends invites , orders the dishes
and calls the chef
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Barilla
Order booking
NARIO//
Confirmation
SCE
Invites
The Food Jockey collaborates with the
junior chef , the host and the invitees
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24. ::
Barilla
SCENARIO //
Fernanando the junior chef comes to
the host’s house with the ingridients
of the pasta dishes specified...
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25. ::
Barilla
SCENARIO //
Fernando the chef, through socialization
provides an interactive learning experience,
followed by food, drinks and party!
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26. ::
Barilla
SCENARIO //
The chef becomes part of the social network
of friends while further distributing the
concept of Food Jockey
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27. ::
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TEGY//
Key Partnerships
STRA
FOOD JOCKEY
• Technical College
• Culinary program
• Founded by the goverment • Graduate of Sena
• Students from lower • Most widely recognized
• socio-economic braket chef in Colombia
• Social Advocate
28. ::
Barilla
TEGY//
Key Activities
Develop Food Jockey
website and smart
STRA
phone app
Create Barilla
educational workshop
for Sena’s culinary Design training program for
program Food Jockeys and collaborate
with celebrity chef to create
an exclusive menu
29. ::
Barilla
ATEGY//
SO HOW DOES BARILLA’S BENEFIT
FROM THESE PARTNERSHIPS?
STR
Delivers brand awareness to local up-and-coming chefs
Elevates the local perception of Barilla
Allows Barilla to participate in local social initiatives
Higher revenues upon the success of the initiative
30. ::
Barilla
ATEGY//
Marketing Channels
Special Event - launch party at Harry Sasson restaurant:
invite local media, food publications, food bloggers
STR
Packaging - special edition Barilla boxes to be distributed to
target region.
Above the line – television coverage on the evening news:
social segment
Sponsorships – clubs, concerts, educational charity events,
sporting events, food festivals
31. ::
Barilla
tegy //
Next Steps - 3rd year expand into neighbouring countries
e rm stra
long-t
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tegy //
develop FOOD JOCKEY™ efficient cooking tools
Next Steps - 5th year
erm stra
long-t
33. ::
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YSIS //
Barilla Perception according to the Italian lifestyle values
PASSION
ANAL
COMMUNITY
PRESTIGE
DISTINCTION
QUALITY
CULTURE
34. ::
Barilla
Food Culture
SO HOW DOES FOOD JOCKEY™
BENEFIT BARILLA?
Unión Pastificios Americanos (UPA)
35. ::
Barilla
LLA BENEFITS //
BARI
1. Leverage brand distinction
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LA BENE FITS //
BARIL
2. Increase opportunity for sales
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LA BENEFITS //
IL BAR
3. Equate joyful cooking with Barilla
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A BENE FITS //
BARILL
4. Quality food made accessible
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EFITS //
ILLA BEN
5. Become an innovative leader
BAR
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40. ::
Barilla
ITY BENEFITS //
MMUN
1. Decrease social barriers
CO
41. ::
Barilla
ITY BENEFITS //
MMUN
2. Harvests opportunity for local chefs
CO
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