Presentation of business case
"Central Dairy of Salerno"
.
Published by the Department of Economics and Statistics, University of Salerno in the collection Notebooks in "The Strange job of" selling "news. Traces Scattered news marketing "n ° 19, 2006 ( CLICK HERE TO DOWNLOAD THE FILE ).
.
Station of Salerno's milk, in contrast to what might lead one to imagine the popularity of its brand and his name is, with its 49 employees, one of the many small and medium-sized enterprises that have made the economic history of Salerno.
Founded in 1928, is now nearly eighty years on the local market, boasting an undisputed leadership in terms of quality control and certification of products and production processes, but also in terms of breadth and variety of the range.
speaking, however, in terms of location within del mercato di riferimento, la Centrale del latte si trova a competere, oltre che con marchi diffusi su scala nazionale come Parmalat o Granarolo, solo per citarne alcuni, anche con un marchio campano, Latte Berna, che può contare su una grande fetta di quote di mercato derivanti da un ampio e consolidato bacino di consumatori presenti in tutta la regione, marchio che per questo motivo si configura come il vero market leader, nei confronti del quale la Centrale del latte di Salerno si pone in posizione di challenger, ovvero di sfidante.
La sfida di mercato che vede protagonisti, sul limitato terreno del mercato locale, queste aziende e i loro marchi si realizza sulla base di presupposti strategici antitetici:
- la strategia portata avanti from the Central Dairy of Salerno is based on the competitive advantage resulting from the differentiation and quality certified and guaranteed supply (premium price);
- the competitive strategy of brands such as Bern, or as national, is based on the reduction of price (price competition), which makes the products more appealing because the scope of the pockets of anyone, especially those who consume large quantities of milk daily.
You can complete this analysis scenario outlining a framework that reflects both the short-term horizon is the future, and sees a market like that of milk essentially static (year after year, its size tend to remain constant, so each company must grow to try to steal share to competitors) and saturated (no more development potential because the penetration or the percentage of the total number of potential consumers reached by the product has reached its maximum , then the survival of businesses is linked to their ability to differentiate products, work on their quality or intervene on their price).
Even a product like milk has specific characteristics, that is a good basic necessities (meets, that is, a basic need) and consumer (is an asset for a large group of consumers, low price and high frequency of purchase) characteristics that do not leave enough freedom to develop innovative communication campaigns and high impact.
A key question, to which heads both the planning and marketing to communication, is the design and definition of the target group. Before going to analyze what were the choices that effect the central dairy, it is necessary to clarify that absolutely must not confuse the target group that meets the objective of marketing (simply put, those on which you wish to sell product) with the target group that meets the objective of communication (people to whom it is intended to change attitudes towards the product). I due gruppi possono a volte coincidere, ma nella maggior parte dei casi il target di comunicazione è molto più ampio del target di marketing, sia perché per raggiungere quelli che si desidera acquistino il prodotto è necessario contattarne molti di più, sia perché è comunque utile creare un alone di favore e di notorietà per il prodotto anche presso un pubblico che non necessariamente diventerà acquirente.
Per quanto riguarda il caso in esame, si verifica una condizione estremamente sfavorevole all’azienda: il target di comunicazione della Centrale è sostanzialmente più ristretto di quello di marketing. Infatti a fronte di un target di marketing potenzialmente estensibile a tutte le fasce di consumatori (bambini, young adults-especially women-and the elderly; even the lactose intolerant, in which it is addressed to the Allegro Fresh line of products low in sugar) due to intrinsic properties of the milk and the quality and variety of products offered, the target of communication is calibrated essentially on an audience of children and, secondarily, by women.
The evidence to support this claim comes to us from the fact that the common tactics of the Central Dairy of Salerno leverage mainly on forms of communication such as advertising and sales promotion (options trading), who turn the so-called purchasing managers (those who do not necessarily consume the product, but buying it in stores, are critical in choosing a brand rather than another)-the vast majority of cases are women-or the sponsorship and organization of events for the benefit of the elementary school, that appeal to children in their role as counselors-makers (those not directly involved in the purchase, but are, however, the final consumers, with their suggestions to the purchasing manager which brand to buy).
order to expand the advertising target, in order to reach all potential consumers and enter into a phase of market expansion, we suggest, as a driver of development, exploitation of excellent public relations skills demonstrated by the company over the years through alternative forms of communication that can stimulate the interest of opinion leaders and the media.
Founded in 1928, is now nearly eighty years on the local market, boasting an undisputed leadership in terms of quality control and certification of products and production processes, but also in terms of breadth and variety of the range.
speaking, however, in terms of location within del mercato di riferimento, la Centrale del latte si trova a competere, oltre che con marchi diffusi su scala nazionale come Parmalat o Granarolo, solo per citarne alcuni, anche con un marchio campano, Latte Berna, che può contare su una grande fetta di quote di mercato derivanti da un ampio e consolidato bacino di consumatori presenti in tutta la regione, marchio che per questo motivo si configura come il vero market leader, nei confronti del quale la Centrale del latte di Salerno si pone in posizione di challenger, ovvero di sfidante.
La sfida di mercato che vede protagonisti, sul limitato terreno del mercato locale, queste aziende e i loro marchi si realizza sulla base di presupposti strategici antitetici:
- la strategia portata avanti from the Central Dairy of Salerno is based on the competitive advantage resulting from the differentiation and quality certified and guaranteed supply (premium price);
- the competitive strategy of brands such as Bern, or as national, is based on the reduction of price (price competition), which makes the products more appealing because the scope of the pockets of anyone, especially those who consume large quantities of milk daily.
You can complete this analysis scenario outlining a framework that reflects both the short-term horizon is the future, and sees a market like that of milk essentially static (year after year, its size tend to remain constant, so each company must grow to try to steal share to competitors) and saturated (no more development potential because the penetration or the percentage of the total number of potential consumers reached by the product has reached its maximum , then the survival of businesses is linked to their ability to differentiate products, work on their quality or intervene on their price).
Even a product like milk has specific characteristics, that is a good basic necessities (meets, that is, a basic need) and consumer (is an asset for a large group of consumers, low price and high frequency of purchase) characteristics that do not leave enough freedom to develop innovative communication campaigns and high impact.
A key question, to which heads both the planning and marketing to communication, is the design and definition of the target group. Before going to analyze what were the choices that effect the central dairy, it is necessary to clarify that absolutely must not confuse the target group that meets the objective of marketing (simply put, those on which you wish to sell product) with the target group that meets the objective of communication (people to whom it is intended to change attitudes towards the product). I due gruppi possono a volte coincidere, ma nella maggior parte dei casi il target di comunicazione è molto più ampio del target di marketing, sia perché per raggiungere quelli che si desidera acquistino il prodotto è necessario contattarne molti di più, sia perché è comunque utile creare un alone di favore e di notorietà per il prodotto anche presso un pubblico che non necessariamente diventerà acquirente.
Per quanto riguarda il caso in esame, si verifica una condizione estremamente sfavorevole all’azienda: il target di comunicazione della Centrale è sostanzialmente più ristretto di quello di marketing. Infatti a fronte di un target di marketing potenzialmente estensibile a tutte le fasce di consumatori (bambini, young adults-especially women-and the elderly; even the lactose intolerant, in which it is addressed to the Allegro Fresh line of products low in sugar) due to intrinsic properties of the milk and the quality and variety of products offered, the target of communication is calibrated essentially on an audience of children and, secondarily, by women.
The evidence to support this claim comes to us from the fact that the common tactics of the Central Dairy of Salerno leverage mainly on forms of communication such as advertising and sales promotion (options trading), who turn the so-called purchasing managers (those who do not necessarily consume the product, but buying it in stores, are critical in choosing a brand rather than another)-the vast majority of cases are women-or the sponsorship and organization of events for the benefit of the elementary school, that appeal to children in their role as counselors-makers (those not directly involved in the purchase, but are, however, the final consumers, with their suggestions to the purchasing manager which brand to buy).
order to expand the advertising target, in order to reach all potential consumers and enter into a phase of market expansion, we suggest, as a driver of development, exploitation of excellent public relations skills demonstrated by the company over the years through alternative forms of communication that can stimulate the interest of opinion leaders and the media.
Hypothesis plan info-communication
A well-known paradox reads something like this: "If a tree falls in a forest, desert, make noise?".
mutatis mutandis, those responsible for the communications department of the Central Dairy of Salerno, in order to improve efficiency and effectiveness of communication mechanisms implemented by the organization, should ask themselves: "If our company, its brand, its products and its activities are not sufficiently publicized, it still manages to attract the attention of audiences? ". The answer to that question that anyone would be "No".
The reason is simple: the success of a business and maintaining competitive advantage over time are related primarily to the distinctive skills and values \u200b\u200bguide the company, its mode of operation, the characteristics of its offer (the elements, these which are all high-profile case in the central dairy), but also to the ability of the firm to communicate these outside elements, making it nearly transparent in the eyes of those who do not live and work within it (whether actual or potential consumers, retailers, public opinion or opinion leaders in general) and allowing them to get an idea, as faithful as possible to reality, the value enterprise.
The communication activities of the Central Dairy of Salerno, but may rely on a good marketing department, has not yet reached full maturity. In fact you prefer traditional forms of communication, easier to implement (since it is more common in practice), but less secure in the quality and effectiveness of the impact on public (since they often follow communication of the plates, instead of grasping the characteristic identity that communicates the company).
Station of milk, in fact, to date, the highest concentration of joint efforts on the front of the classic advertising (TV and radio spots, advertisements in newspapers, billboards and posters - whose language, in our view, should come to updated and enhanced to appeal to new generations, following, for example, the collective model of the campaign "Got Milk?" of U.S. producers of milk) and the organization or sponsorship of events (recurring yearly, just to name a few most significant the event "I love milk "or conferences on healthy eating) ignoring completely the support that could come from a parallel of" public relations ", and in particular relations with the press in a news-marketing perspective. Such a type of activity, also known by the name of publicity or propaganda, has significant positive implications of non-negligible:
- is at no cost, as it is a form of communication media consists of any form of news or editorial comment paid but not commercially significant, the content, defined by opinion leaders (journalists) covers ideas, products, events or institutions;
- has a high degree of credibility, since the message conveyed is not developed and managed by the company at a space purchased, as with advertising, but is filtered in an impartial manner by means of mass communication.
If well managed, therefore, this type of communication is able to reach influential audiences with the aim to introduce the company to create goodwill towards him and, simultaneously, known for its products.
lines of action that, as a result of this analysis, we recommend to the Central Milk Salerno go in a direction that favors the appearance of a news-marketing to support a communication that is already active, developed and characterized by specific themes and recognizable. It is desirable, therefore, the creation of a press office, which, with its activities, maintain a high level of visibility of the stimuli and the attention and interest of journalists on the company's products and initiatives, particularly through the issuing of press releases targeted, built around specific business issues that can support the informational value of the news and generate interest in the public, regardless of mere promotional activity. This organization does not
upgrade will provide the Central Dairy of Salerno, who knows what titanic enterprise, from momento che la logica della qualità è parte integrante dell’azienda, a tutti i livelli della filiera. I contenuti della comunicazione, dunque, non mancano. Occorre solo dar loro una voce.
0 comments:
Post a Comment