Marketing Campaign for Barilla

Kerstin Weyler

04/2005 · GRIN Verlag

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Seminar paper from the year 2000 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: sehr gut, Leeds Metropolitan University, course: Marketing Communication, language: English, abstract: The assignment will deal with the foundation of a campaign for a new product line of Barilla, an Italian company which produces several pasta, sauces, bread and bakery products and distributes them all over the world. The product line “Essere Sapore & Salute” was introduced in 1995 in Italy and was one of the major reasons for the fina ncial success of this year. The author visited the archives of Barilla in their headquarters of Parma (Via Barilla 3- Parma) on Friday the 21st April. Even if the responsible Mr. Gianfranco Gonizzi could give some technical information about the products, the researches for detailed figures about the German market were made by the author himself. Mr. Gonizzi mentioned that Barilla had the intention of introducing the product line “Essere” in the German market. The author considered it an interesting task to precede the company’s intentions and to have the possibility in the future to control whether the suggestions and ideas were transformed into action. Even if more complicated and “time-consuming”, the author found this task more appealing than analysing the campaign of “Essere” in Italy. [...]