Bertolli's New Product Experience Brand Design for 'Value Your Connection' in the Netherlands
Bertolli's New Product Experience Brand Design for 'Value Your Connection' in the Netherlands
Bertolli's New Product Experience Brand Design for 'Value Your Connection' in the Netherlands
An adjusted brand DNA and a strategy for a launch campaign for Bertolli, to successfully launch their product in both saturated as well as mature pasta markets within the Netherlands.
An adjusted brand DNA and a strategy for a launch campaign for Bertolli, to successfully launch their product in both saturated as well as mature pasta markets within the Netherlands.
An adjusted brand DNA and a strategy for a launch campaign for Bertolli, to successfully launch their product in both saturated as well as mature pasta markets within the Netherlands.
#Brand Design #Commercialization
#Brand Design #Commercialization
#Brand Design #Commercialization
Introduction
Bertolli is a brand that produces high-quality Italian food products with a history dating back to 1865. Bertolli is committed to quality, tradition, and passion for Italian cuisine and this made them a respected brand worldwide. Bertolli is now planning on launching a new product in their port- folio: 100% Italian ingredients and high quality pasta.
4C Analysis
1.1 Competitor Analysis
The pasta market in the Netherlands is a mature saturated market. In Figure 1 the offering of pasta brands in different supermarkets is shown. When launching pasts, Bertolli will start competing with those brands. We also mapped out the pasta prices of different brands to compare the offerings and pricing of each brand (see Appendix A).
To distinguish which brands are Bertolli’s direct competitors we created a com- petition grid, which analyzes brands based on the quality of the pasta and on the price, see figure 2. To position brands on the price-axis the price of normal penne and spaghetti was used as a reference. To position brands on the quality-axis certificates, prices, information about the kind of production process, and online rankings and reviews, were considered.
We see that Bertolli positions itself in the high-quality - high costs market segment and competes with brands like De Cecco, Rummo, La Molisana, Barilla, and Grand Italia. Bertolli wants to launch premium quality and pricing pasta, from 100% Italian ingredients made with a slow drying process utilizing bronze molds (personal communication, Bertolli employee, 24th of March 2023). However, when we analyze the direct competitors of Bertolli we see that most of them use 100% Italian ingredients, make their pasta in Italy, use bronze molds, and have certifications regarding their high-quality pasta and production methods (see table 1). Therefore, instead of being unique selling points for Bertolli, those aspects seem rather general characteristics for this market segment. For positioning of their new pasta, Bertolli would be wise to include those aspects in the positioning and launch campaign of their new pasta but should put the main focus on another more unique consumer benefit or association to differentiate from the competitors.
1.2 Consumer analysis
In this topic, we will discuss the consumer analysis of Bertolli in The Nether- lands and their pasta consumption.In the year 2021, The Netherlands imported a total of 456 million dollars worth of pasta out of which 22.6% came from Italy and Italian-made pasta. [14]
The graph in figure 3 notes an overview of the average consumption in grams per day (orange); the average contribution to total caloric intake in percent (green); and the average contribution to total food expenditure in percent (blue), in the Netherlands.
The graph in Figure 4 notes an overview of an average week-menu of Dutch people aged between 7 and 69. The Y-axis displays the average number of days that a food group is consumed (consumption days) and the X-axis displays the average number of portions eaten on a consumption day.
Table 2 gives an overview of statistically significant consumption differences between population subgroups. From both the graphs and the table, it is evident that pasta is food that is not consumed on a regular basis. People look at it as an unhealthy meal in general as it has high-calorie content and try to limit its intake. The consumption is mostly in adults who are not aware of its properties.
The scope of the consumer analysis is the fact that pasta is perceived as an indulgent food that people have a couple of times during the week. Bertolli pasta can be built upon this context to deliver premium pasta for those who want to take a break once in a while.
As stated in Brand Management Co-creating Meaningful Brands, the significance of individual consumers in discussions in decision-making should be considered., as concepts can backfire and diminish affection for the brand if not handled properly. The importance of understanding and respecting the preferences and characteristics of specific consumer segments is also mentioned which is clear with the above-mentioned graphs and tables.
Furthermore, the Netherlands is experiencing a growing cultural diversity, with people from different backgrounds residing in the country. Despite this diversity, the dietary patterns of individuals with a migration background often retain characteristics of their original food culture and the foreign food always ends up finding its place in the menu in a more hybrid format.
1.3 Context Analysis
For the context analysis, we look at current trends based on the STEP-analysis method. The full analysis can be found in Appendix B. The analysis consists of societal, technological, economic and political factors. Some insights we found are:
1.3.1 Huge market for connection products
With the growing demand for personalized experiences, consumers now have the ability to customize products and services, particularly during gift-giving occasions like Valentine’s Day (see Figure 5). The commercialization of Valentine’s Day products and the increasing diversity in packaging options highlight the immense market potential for products that empower individuals to express their emotions within their connections. Meeting public expectations, effectively conveying emotions, and delivering value through products that foster connections present a significant opportunity to tap into this market.
1.4 Company Analysis
Bertolli is a brand of Italian food products produced by multiple companies around the world with the trademark owned by Mizkan Holdings.
Bertolli is a renowned brand that specializes in producing high-quality Italian food products. Bertolli’s pasta sauces capture the authentic flavors of Italy. From classic marinara to indulgent alfredo, their sauces are made with top-quality ingredients, providing a convenient and delicious way to enjoy Italian cuisine at home.
Bertolli’s commitment to quality, tradition, and passion for Italian cuisine has made it a respected brand among consumers worldwide. With their array of products, they continue to bring the flavors of Italy into kitchens, allowing people to create delicious meals and experience the taste of authentic Italian cooking.
The founder Francesco Bertolli put it aptly: “Ingredienti puri e naturali preparati in tutto la loro semplicità sono l’essenza della grande cucina Italiana”. In other words, the best in its purity – this is the essence of Italian cuisine. This is still Bertolli’s philosophy after all these years. In search of the richness of pure ingredients.
1.4.1 Bertolli‘s current marketing strategy
Bertolli has an array of existing promotional channels, including TV commercials, 5-second TVC billboards, online video ads (OLV), earned mailings, Pinterest, and collaborations with paid influencers One notable success was the 'La Dolce Vita' mailing campaign, which garnered coverage in 86 publications and reached a potential audience of 817203 The approval costs for this campaign amount to 5000 euros (personal communication Bertolli employee, 24th of March 2023).
Brand strategy
2.1 Current brand strategy
The current brand DNA of Bertolli is displayed in Figure 9. Their purpose is to make the goodness of Italian cuisine accessible. Their target audience is the shoppers of age 25-60 (divided into 1-2 person households, age 25-35 years and families with children, age 35+ years)
2.1.1 Brand Characteristics
Italian
Dedicated and demanding
Generous
Experts
Optimistic (with a wink and some humor)
Social (grab a chair and join us)
A progressive authentic style
(personal communication, Bertolli employee, 24th of March 2023).
2.2 New Brand DNA
Bertolli’s brand DNA will be adjusted to shift the focus from accessibility more towards the creation of special experiences. Finding connection through special food experiences is the new focus of Bertolli and will be utilized in the launch campaign to attract (new) consumers. This connection can be between friends, lovers, family, or other duos. Insights from the 4C analysis and interviews showed the social importance of food experiences in the Netherlands. Small gestures of preparing food can have sentimental meaning and people are willing to invest more in those special experiences.
Quotes from the interviews conducted (see Appendix E):
To create the new brand DNA we used the STP model (M.Beverland, Brand Management Co-creating Meaningful Brands, 2021; Dr. P. Cankurtaran, personal communication, 12th of May 2023), the results displayed in Figure 10. Four customer segments were created:
1. The Emotional Connectors: This segment values emotional connections and seeks support from friends or loved ones during emotional situations. They rely on talking and second opinions to track their emotions and prefer to have deep conversations. They appreciate gestures involving food as a way to express affection and other feelings. For this segment, marketing efforts could focus on emphasizing the emotional aspects of relationships and highlighting how food can play a role in building those connections.
2. The Adventurous Explorers: This segment enjoys trying new experiences, including exploring different restaurants and cuisines. They seek wide ranges of food and enjoy the ambiance and experience of dining out. When cooking at home, they like to experiment with new and unknown recipes or create their own creations. Marketing efforts could target them with messages that highlight new and unique food experiences, both in restaurants and by providing recipe inspiration for their culinary adventures at home.
3. Family-oriented: This segment values family and cherishes the time spent together. They prefer dining at home for everyday meals and see it as an opportunity for family bonding. However, they may choose to dine out for special occasions as long as it is affordable. Marketing efforts could emphasize the importance of family meals at home, providing easy and convenient meal solutions, and showcasing affordable dining options for special celebrations.
4. The Achievers: This segment sees food as a gesture of affection, particularly when prepared personally. They appreciate the effort involved in cooking and prefer home-cooked meals to anything else. They enjoy trying new recipes or creating their own masterpieces at home. Marketing efforts could focus on promoting cooking experiences, personalized meal options, or meal kits that allow them to showcase their culinary skills and create memorable moments with their loved ones.
1. Segmentation: For the new direction Bertolli will focus on Achievers: The people who want to do their absolute best to create a special experience
2. Targeting: Bertolli will target multi-segment: the direction will target different kinds of connections between people (romantic, friendship, family, etc.)
3. Positioning: Bertolli will include authentic Italian high-quality pasta in their positioning, but the focus will be on special food experiences that create a connection between two people to differentiate from competitors.
4. All subsequent brand management decisions: Offer high-quality pasta that creates an experience and the building of connection. Pasta will be sold in the original format package of 400 grams and a smaller two-person package of 200 grams.
The launch campaign will focus on the connection between people, starting with a promo event, physical advertisements in supermarkets, and posts on social media.
Purpose: Create moments of connection with the goodness of Italian cuisine
Positioning: Provide high-quality, authentic Italian food products that make it easy and enjoyable for people to come together and share special meals.
Personality: The social butterfly (Pursue connection)--The person who is the initiator for good experiences and who connects people.
“Bertolli will help people find connection through sharing traditional Italian meals”
“Bertolli will provide specially prepared traditional Italian pasta for two people, creating a connection between people and unforgettable experiences
2.3 Persona: Achiever
Personality Traits: Ambitious, Sociable, Practical
Goals and Motivations: Balanced Success, Personal Development, Meaningful Connections
Usage Preferences: Food as an Expression of Affection
Preferred Hosting Experience: Hosting social gatherings at home, showcasing culinary skills
Building Connections through Food: Believes in using meals to foster connections and create lasting memories
2.4 The product
2.4.1 Packaging
The new packaging design for Bertolli maintains the brand’s recognizable visual identity while incorporating some noteworthy changes. The focal point of the packaging revolves around highlighting the profound connection that food fosters between two individuals. In a creative depiction, the center space showcases two hands crafted from pasta, intricately intertwined and bound together with pasta strands. This concept perfectly aligns with our launch campaign and reinforces our brand’s identity. Furthermore, the pasta packs are presented in various packages of different quantities, adding an element of personalization and catering to diverse preferences.
Bertolli pasta, weighing 400 grams, is competitively priced at an estimated 2.75 euros. When compared to its rivals, De Cecco charges approximately 2.79 euros for a similar-sized pack within the same range (see Appendix A). However, Bertol-li's affordability fades out when compared to Rummo, whose price for the same quantity is set at 2.49 euros. With this pricing positioning, Bertolli pasta offers a compelling choice for pasta lovers seeking a quality product who want to make their meal special and memorable at a reasonable cost, making it a strong contender in the market.
Launch Campaign
3.1 Current brand strategy
3.1.1 Authenticity of the brand
Continuity: Brand history–traditional Italian cuisine
Credibility: Deliver on promises–the promise of authentic high-quality pasta and a connection-building experience
Integrity: Care about the consumer–helping people build connection Symbolism: Add meaning to life–life is about connection and experience
3.1.2 Consumer-decision journey
The consumer-decision journey can be described using the marketing funnel model. This model describes the decision-making journey of the consumer in 5 steps (see Figure 13).
Step 1: Awareness - Building brand recognition and culinary enthusiasm through social media and cooking seminars
The initial step in introducing Bertolli’s new product line is to raise awareness among the target audience. By utilizing social media platforms, Bertolli can effectively showcase high-quality and authentic Italian food, creating captivating content that attracts potential customers. Additionally, hosting cooking seminars provides a firsthand experience, immersing participants in the joy of Italian cuisine and fostering a connection through cooking.
Step 2: Consideration - Cultivating connections and building trust through social media engagement
Once customers become aware of Bertolli’s new product line, the focus shifts to cultivating connections. By actively engaging on social media, Bertolli can continue interacting with the audience, sharing tempting content, recipe ideas, and cooking techniques that evoke the essence of authentic Italian cuisine. This prompts consumers to consider using Bertolli’s new product line to foster con-sections.
Step 3: Purchase - Influencing consumer decisions through strategic super-market advertising
To drive consumer purchases, Bertolli’s supermarket advertising plays a crucial role. By strategically showcasing the unique features, excellent quality, and convenience of the new product line for creating unforgettable cuisine, Bertolli captures customers’ attention during their supermarket visits. Consumers decide to buy Bertolli’s products when they feel a connection with others.
Step 4: Retention - Strengthening customer loyalty through engaging social media content and positive experiences
To foster long-term customer loyalty, Bertolli leverages social media to create a sense of community and maintain contact with customers. By sharing captivating imagery from cooking seminars and highlighting real stories of people enjoying special cuisine with Bertolli’s new product line, the brand reinforces positive experiences and ignites a desire for further connections. Once customers have one positive connection experience, they are inclined to seek out more.
Step 5: Advocacy - Expanding positive experiences through word-of-mouth and influencer partnerships
In the final step, Bertolli focuses on transforming satisfied customers into passionate brand advocates. By providing exceptional experiences and products, customers naturally share their positive experiences with friends, family, and colleagues through word-of-mouth. In this interconnected society, consumers eagerly share their connections. To amplify promotional efforts, Bertolli can collaborate with influential individuals and culinary experts who align with the brand’s values, expanding the reach of their positive experiences.
3.2 Social Media
3.2.1 Advertisement / Video
The video advertisement showcases the different types of connections that a consumer can have with different people. Meaningful connections with friends, family, romantic partners and more. Throughout the video, both preparing and eating pasta is what connects them.
3.2.2 Instagram
Targeting celebrations and holidays
Slogan: Bertolli values your Father’s Day
Bertolli will utilize special occasions and celebrations that are about connection in their marketing campaign. It shows how Bertolli actually values your connection and how it helps you create a special experience with their pasta on, for example, Father’s Day.
3.2.3 Dating app
Targeting romantic experiences, people going on a date
Slogan: Bertolli values your romance
Since the new positioning is about connection between people, we will also promote the launch of a dating app. To align with our vision, it is important that this dating app actually promotes long-lasting connections, and therefore Hinge and Bumble are suitable candidates. On the apps, users will see advertisements for the Bertolli pasta that are specially designed for the romantic connection between people.
3.2.2 TikTok
Targeting young people, and their experiences with older generations. For example, a grandchild cooking for their grandmother.
Slogan: Bertolli values your hero
3.3 Promo event: Bertolli Cooking Workshop - Value your connection
The launch campaign will start with a Cooking workshop Promo event. This event is positioned on the timeline before the actual launch of the pasta. The event is to create awareness, demand, and credibility. It also provides triala- bility. Since Bertolli advocates that their pasta brings people a connection, we will start with a promo event where people actually can experience this benefit, in this way building credibility. The event will be promoted on social media to create excitement and awareness of the upcoming Bertolli pasta launch.
Duration: 10 weeks - 15 cooking workshops
Venues: Amsterdam, Rotterdam, Utrecht, Eindhoven, Maastricht3.3.1 Event Overview
The promo event will be promoted on social media and the incentive to sign up is a free cooking workshop from a professional chef and enjoying free pasta in a restaurant. People can sign up in duo and for each workshop 30 couples will be selected, making the event exclusive.
During the workshop, the couples will be separated and both follow a cooking workshop from a professional chef separately. After this the couples come together in the restaurant, exchanging their creations and showing the effort that they put in. Then, they can enjoy a lovely dinner together while enjoying free pasta. During the workshops, a lot of content is shooted for the social media channels to create awareness and show that the pasta of Bertolli actually creates connection. The exclusivity of the event will create greater demand and the selected couples will provide month-to-month advertisement and are also asked to post on their social media channels. During the workshops, the new Bertolli will be showcased and used for the first time. Therefore, the workshop also provides trialability of the new product.
3.4 Physical Advertising
Bertolli will conduct physical advertising in supermarkets to promote the pas- ta brand, increase product awareness, and encourage the purchase of the new pasta product. Supermarkets provide opportunities to reach a large and diverse customer base, making them an ideal platform for effective marketing activities.
By strategically placing advertisements in supermarkets, we can attract the attention of customers and create brand awareness, make consumers pay attention to Bertolli’s new products, and leave a lasting impression on shoppers.
The physical advertising will drive product sales as the product has officially been launched, after 6 weeks of raising awareness and initiating the consideration stage of the customer journey. At this point, the pasta products will be displayed in the supermarket. The communication will emphasize connection-building features, high-quality experience advantages, and promotional activities to motivate customers to choose our brand over competitors.
3.4.1 Target audience
Supermarkets are the place where Bertolli products are sold. They attract a wide range of consumers. Each consumer has many different types of connections. Helping them build these connections is what Bertolli’s new pasta is pursuing.
3.4.2 Albert Heijn in-store advertising
For the supermarket in-store advertising, we will focus on Albert Heijn. They have multiple options for displaying ads, like floor stickers, banners, screen displays and more (Albert Heijn, 2022).
3.5 Cost Estimation
The launch campaign for our brand will be accompanied by a series of exciting promotional events, with careful budget allocations to ensure effective outreach. To engage with our audience on a personal level, we have planned 15 cooking events in five major cities, with an estimated cost of 40 thousand euros. These workshops will span over a period of 10 weeks, allowing us to connect with food enthusiasts, showcase our products, and create memorable experiences centered around cooking and sharing meals.
In addition to the on-ground events, we will allocate a budget of 200 thousand euros for TV commercials, which will be aired for four weeks. This investment will help us reach a wide audience and generate awareness about our brand and its unique offerings. The estimated costs for the physical advertisement in the supermarket are 20,000 euros, based on the costs of Albert Heijn (Albert Heijn, 2022).
To tap into the digital landscape and connect with younger demographics, we have allocated a budget of 225 thousand euros for digital promotions. Over an estimated period of 20 weeks, we will utilize popular platforms such as Instagram, Tinder, and TikTok to engage with our target audience effectively. This budget will allow us to create engaging content, run creative campaigns, and collaborate with influencers to build a strong online community of food enthusiasts. The grand total budget for the launch campaign would be an estimated 485,000 euros.
3.6 Timeline
To summarize the launch campaign, we visualized the touchpoints into a timeline:
As you can see in Figure 20, the first two steps of the launch campaign creating awareness and initiating consideration for the customer, happen before the product officially launches. The promo events will create excitement for the customers at this stage. Before the official product launch, digital advertising will mostly happen on the general Bertolli accounts with the footage from the cooking workshops. Right before the product launch, social media advertising will be started and as the product has officially launched, the television advertisements will start to run.
To encourage the purchasing stage, there will be supermarket advertising, twice in a row for 2 weeks. After that, to keep customer retention and later have them advocate the brand, the digital advertising will keep going and also extend to collaborating with influencers.
Summary
“Bertolli” is a well-known Italian food brand that has been offering high-quality products for over 150 years. Currently, Bertolli’s purpose is to make the goodness of Italian cuisine accessible. However, adjusting its DNA to shift the focus towards creating special experiences and finding connections through food would be a potentially rewarding market for the company. This new direction aims to attract new consumers by emphasizing the social importance and symbolic meaning of food experiences.
In the new brand DNA, Bertolli will target achievers who strive to create exceptional experiences for people they care about. It will also revolve around different types of connections between people, such as romantic, friendship, and family bonds. The positioning of the brand will highlight authentic Italian high-quality pasta while emphasizing the creation of special food experiences that brings people together, differentiating Bertolli from its competitors.
To support this new direction, Bertolli will offer high-quality pasta that fosters experiences and connections. The pasta will be available in the original 400-gram format and in a smaller two-person package of 200 grams to highlight the fact that it can be an intimate dish just for two. The launch campaign will concentrate on showcasing the connection between people through a promo event that involves cooking workshops in various cities, physical promotions in supermarkets, and advertisements in the form of video commercials, and social media posts. The promo event provides trialability and creates awareness, demand, and credibility, even before the actual product is launched. The overall costs estimated for the launch campaign are 485.000 euros.
The purpose of the brand is to create moments of connection through the goodness of Italian cuisine. The positioning focuses on providing high-quality, authentic Italian food products that make it easy and enjoyable for people to come together and share special meals. The personality associated with the brand is the social butterfly, representing someone who initiates good experiences and connects people.
By choosing this particular approach, Bertolli can aim to tap into the emotional aspect of the Italian food market and leverage the aspects associated with it. By focusing on creating connections and providing high-quality products, Bertolli seeks to attract new consumers and strengthen its position as a trusted and beloved brand.
Resources
[1]Albert Heijn in store advertising:
VSB: https://www.ah.nl/mediaservices/specs/instore/mini-verticale-schapbanier
Vloersticker: https://www.ah.nl/mediaservices/specs/instore/vloersticker
Tarievenlijst 2022: https://www.ahmediaservices.nl/sites/default/files/upgeloadepdfs/AH%20Media%20Services%20ta- rievenlijst%202022.pdf[2]Barilla Pasta Processing Plant - Food Processing Technology. (2022, July 21). Food Processing Techno- logy. https://www.foodprocessing-technology.com/projects/barillapastaproces/Bumble - Introducing the Bumble Bizz One Connection Series. (2023). Bumble Buzz, https://bumble. com/nl/the-buzz/introducing-the-bumble-bizz-one-connection-series
[3]Conaxess trade, https://www.conaxesstrade.com/brand/bertolli/
[4]De Cecco. (2022, December 7). De Cecco. https://www.dececco.com/nl_nl/langzame-droging/
Dit is het beste pastamerk uit de supermarkt volgens Italianen | FavorFlav. (2022, July 29). FavorFlav.com. https://favorflav.com/nl/eat-drink/food-stories/dit-is-het-beste-pastamerk-uit-de-supermarkt-vol- gens-italianen/
[5]Download Hinge, the dating app designed to be deleted. (2023). Hinge. https://hinge.co/nl-nl
[6]Food consumption in the Netherlands and its determinants Background report to ‘What’s on our plate? Safe, healthy and sustainable diets in the Netherlands.’ RIVM Report 2016-0195. National Institute for Pu- blic Health and the Environment, the Netherlands.https://www.rivm.nl/bibliotheek/rapporten/2016-0195.pdf
[7]K.Lalou, Valentine’s Day designs: “Packaging should capture the uniqueness of how we feel”, 2019,https://www.packaginginsights.com/news/valentines-day-designs-packaging-should-capture-the- uniqueness-of-how-we-feel.html
[8]M.Beverland, Brand Management Co-creating Meaningful Brands, 2021
[9]Radar. (2010, October 25). Spaghettitest: de Italiaan gaat voor Grand’Italia. Radar - Het Consumenten- programma Van AVROTROS.https://radar.avrotros.nl/uitzendingen/reacties/item/spaghettitest-de-italiaan-gaat-voor-granditalia/
[10]Rd, S. C. (2023, January 26). Best Of The Best Pasta In 2023: Top 5 Brands Most Recommended By Experts. Study Finds. https://studyfinds.org/best-pasta-brands-2023/
[11]Rummo S.p.A. (2023, April 21). Lenta Lavorazione® | Pasta Rummo - Lenta Lavorazione. Pasta Rummo Lenta Lavorazione. https://www.pastarummo.it/lenta-lavorazione/[12]Shott, C., & Shott, C. (2023). We Had a Chef Test Barilla’s Fancy New Pasta and One Pro Outweighed the Cons. Eat This Not That. https://www.eatthis.com/barilla-al-bronzo-pasta-review/
Our integrated supply chain | La Molisana. (n.d.). La Molisana. https://www.lamolisana.it/en/our-integrated-supply-chain
[13]Wikipedia-Bertolli, https://nl.wikipedia.org/wiki/Bertolli
[14] Pasta in the Netherlands, https://oec.world/en/profile/bilateral-product/pasta/reporter/nld
Introduction
Bertolli is a brand that produces high-quality Italian food products with a history dating back to 1865. Bertolli is committed to quality, tradition, and passion for Italian cuisine and this made them a respected brand worldwide. Bertolli is now planning on launching a new product in their port- folio: 100% Italian ingredients and high quality pasta.
4C Analysis
1.1 Competitor Analysis
The pasta market in the Netherlands is a mature saturated market. In Figure 1 the offering of pasta brands in different supermarkets is shown. When launching pasts, Bertolli will start competing with those brands. We also mapped out the pasta prices of different brands to compare the offerings and pricing of each brand (see Appendix A).
To distinguish which brands are Bertolli’s direct competitors we created a com- petition grid, which analyzes brands based on the quality of the pasta and on the price, see figure 2. To position brands on the price-axis the price of normal penne and spaghetti was used as a reference. To position brands on the quality-axis certificates, prices, information about the kind of production process, and online rankings and reviews, were considered.
We see that Bertolli positions itself in the high-quality - high costs market segment and competes with brands like De Cecco, Rummo, La Molisana, Barilla, and Grand Italia. Bertolli wants to launch premium quality and pricing pasta, from 100% Italian ingredients made with a slow drying process utilizing bronze molds (personal communication, Bertolli employee, 24th of March 2023). However, when we analyze the direct competitors of Bertolli we see that most of them use 100% Italian ingredients, make their pasta in Italy, use bronze molds, and have certifications regarding their high-quality pasta and production methods (see table 1). Therefore, instead of being unique selling points for Bertolli, those aspects seem rather general characteristics for this market segment. For positioning of their new pasta, Bertolli would be wise to include those aspects in the positioning and launch campaign of their new pasta but should put the main focus on another more unique consumer benefit or association to differentiate from the competitors.
1.2 Consumer analysis
In this topic, we will discuss the consumer analysis of Bertolli in The Nether- lands and their pasta consumption.In the year 2021, The Netherlands imported a total of 456 million dollars worth of pasta out of which 22.6% came from Italy and Italian-made pasta. [14]
The graph in figure 3 notes an overview of the average consumption in grams per day (orange); the average contribution to total caloric intake in percent (green); and the average contribution to total food expenditure in percent (blue), in the Netherlands.
The graph in Figure 4 notes an overview of an average week-menu of Dutch people aged between 7 and 69. The Y-axis displays the average number of days that a food group is consumed (consumption days) and the X-axis displays the average number of portions eaten on a consumption day.
Table 2 gives an overview of statistically significant consumption differences between population subgroups. From both the graphs and the table, it is evident that pasta is food that is not consumed on a regular basis. People look at it as an unhealthy meal in general as it has high-calorie content and try to limit its intake. The consumption is mostly in adults who are not aware of its properties.
The scope of the consumer analysis is the fact that pasta is perceived as an indulgent food that people have a couple of times during the week. Bertolli pasta can be built upon this context to deliver premium pasta for those who want to take a break once in a while.
As stated in Brand Management Co-creating Meaningful Brands, the significance of individual consumers in discussions in decision-making should be considered., as concepts can backfire and diminish affection for the brand if not handled properly. The importance of understanding and respecting the preferences and characteristics of specific consumer segments is also mentioned which is clear with the above-mentioned graphs and tables.
Furthermore, the Netherlands is experiencing a growing cultural diversity, with people from different backgrounds residing in the country. Despite this diversity, the dietary patterns of individuals with a migration background often retain characteristics of their original food culture and the foreign food always ends up finding its place in the menu in a more hybrid format.
1.3 Context Analysis
For the context analysis, we look at current trends based on the STEP-analysis method. The full analysis can be found in Appendix B. The analysis consists of societal, technological, economic and political factors. Some insights we found are:
1.3.1 Huge market for connection products
With the growing demand for personalized experiences, consumers now have the ability to customize products and services, particularly during gift-giving occasions like Valentine’s Day (see Figure 5). The commercialization of Valentine’s Day products and the increasing diversity in packaging options highlight the immense market potential for products that empower individuals to express their emotions within their connections. Meeting public expectations, effectively conveying emotions, and delivering value through products that foster connections present a significant opportunity to tap into this market.
1.4 Company Analysis
Bertolli is a brand of Italian food products produced by multiple companies around the world with the trademark owned by Mizkan Holdings.
Bertolli is a renowned brand that specializes in producing high-quality Italian food products. Bertolli’s pasta sauces capture the authentic flavors of Italy. From classic marinara to indulgent alfredo, their sauces are made with top-quality ingredients, providing a convenient and delicious way to enjoy Italian cuisine at home.
Bertolli’s commitment to quality, tradition, and passion for Italian cuisine has made it a respected brand among consumers worldwide. With their array of products, they continue to bring the flavors of Italy into kitchens, allowing people to create delicious meals and experience the taste of authentic Italian cooking.
The founder Francesco Bertolli put it aptly: “Ingredienti puri e naturali preparati in tutto la loro semplicità sono l’essenza della grande cucina Italiana”. In other words, the best in its purity – this is the essence of Italian cuisine. This is still Bertolli’s philosophy after all these years. In search of the richness of pure ingredients.
1.4.1 Bertolli‘s current marketing strategy
Bertolli has an array of existing promotional channels, including TV commercials, 5-second TVC billboards, online video ads (OLV), earned mailings, Pinterest, and collaborations with paid influencers One notable success was the 'La Dolce Vita' mailing campaign, which garnered coverage in 86 publications and reached a potential audience of 817203 The approval costs for this campaign amount to 5000 euros (personal communication Bertolli employee, 24th of March 2023).
Brand strategy
2.1 Current brand strategy
The current brand DNA of Bertolli is displayed in Figure 9. Their purpose is to make the goodness of Italian cuisine accessible. Their target audience is the shoppers of age 25-60 (divided into 1-2 person households, age 25-35 years and families with children, age 35+ years)
2.1.1 Brand Characteristics
Italian
Dedicated and demanding
Generous
Experts
Optimistic (with a wink and some humor)
Social (grab a chair and join us)
A progressive authentic style
(personal communication, Bertolli employee, 24th of March 2023).
2.2 New Brand DNA
Bertolli’s brand DNA will be adjusted to shift the focus from accessibility more towards the creation of special experiences. Finding connection through special food experiences is the new focus of Bertolli and will be utilized in the launch campaign to attract (new) consumers. This connection can be between friends, lovers, family, or other duos. Insights from the 4C analysis and interviews showed the social importance of food experiences in the Netherlands. Small gestures of preparing food can have sentimental meaning and people are willing to invest more in those special experiences.
Quotes from the interviews conducted (see Appendix E):
To create the new brand DNA we used the STP model (M.Beverland, Brand Management Co-creating Meaningful Brands, 2021; Dr. P. Cankurtaran, personal communication, 12th of May 2023), the results displayed in Figure 10. Four customer segments were created:
1. The Emotional Connectors: This segment values emotional connections and seeks support from friends or loved ones during emotional situations. They rely on talking and second opinions to track their emotions and prefer to have deep conversations. They appreciate gestures involving food as a way to express affection and other feelings. For this segment, marketing efforts could focus on emphasizing the emotional aspects of relationships and highlighting how food can play a role in building those connections.
2. The Adventurous Explorers: This segment enjoys trying new experiences, including exploring different restaurants and cuisines. They seek wide ranges of food and enjoy the ambiance and experience of dining out. When cooking at home, they like to experiment with new and unknown recipes or create their own creations. Marketing efforts could target them with messages that highlight new and unique food experiences, both in restaurants and by providing recipe inspiration for their culinary adventures at home.
3. Family-oriented: This segment values family and cherishes the time spent together. They prefer dining at home for everyday meals and see it as an opportunity for family bonding. However, they may choose to dine out for special occasions as long as it is affordable. Marketing efforts could emphasize the importance of family meals at home, providing easy and convenient meal solutions, and showcasing affordable dining options for special celebrations.
4. The Achievers: This segment sees food as a gesture of affection, particularly when prepared personally. They appreciate the effort involved in cooking and prefer home-cooked meals to anything else. They enjoy trying new recipes or creating their own masterpieces at home. Marketing efforts could focus on promoting cooking experiences, personalized meal options, or meal kits that allow them to showcase their culinary skills and create memorable moments with their loved ones.
1. Segmentation: For the new direction Bertolli will focus on Achievers: The people who want to do their absolute best to create a special experience
2. Targeting: Bertolli will target multi-segment: the direction will target different kinds of connections between people (romantic, friendship, family, etc.)
3. Positioning: Bertolli will include authentic Italian high-quality pasta in their positioning, but the focus will be on special food experiences that create a connection between two people to differentiate from competitors.
4. All subsequent brand management decisions: Offer high-quality pasta that creates an experience and the building of connection. Pasta will be sold in the original format package of 400 grams and a smaller two-person package of 200 grams.
The launch campaign will focus on the connection between people, starting with a promo event, physical advertisements in supermarkets, and posts on social media.
Purpose: Create moments of connection with the goodness of Italian cuisine
Positioning: Provide high-quality, authentic Italian food products that make it easy and enjoyable for people to come together and share special meals.
Personality: The social butterfly (Pursue connection)--The person who is the initiator for good experiences and who connects people.
“Bertolli will help people find connection through sharing traditional Italian meals”
“Bertolli will provide specially prepared traditional Italian pasta for two people, creating a connection between people and unforgettable experiences
2.3 Persona: Achiever
Personality Traits: Ambitious, Sociable, Practical
Goals and Motivations: Balanced Success, Personal Development, Meaningful Connections
Usage Preferences: Food as an Expression of Affection
Preferred Hosting Experience: Hosting social gatherings at home, showcasing culinary skills
Building Connections through Food: Believes in using meals to foster connections and create lasting memories
2.4 The product
2.4.1 Packaging
The new packaging design for Bertolli maintains the brand’s recognizable visual identity while incorporating some noteworthy changes. The focal point of the packaging revolves around highlighting the profound connection that food fosters between two individuals. In a creative depiction, the center space showcases two hands crafted from pasta, intricately intertwined and bound together with pasta strands. This concept perfectly aligns with our launch campaign and reinforces our brand’s identity. Furthermore, the pasta packs are presented in various packages of different quantities, adding an element of personalization and catering to diverse preferences.
Bertolli pasta, weighing 400 grams, is competitively priced at an estimated 2.75 euros. When compared to its rivals, De Cecco charges approximately 2.79 euros for a similar-sized pack within the same range (see Appendix A). However, Bertol-li's affordability fades out when compared to Rummo, whose price for the same quantity is set at 2.49 euros. With this pricing positioning, Bertolli pasta offers a compelling choice for pasta lovers seeking a quality product who want to make their meal special and memorable at a reasonable cost, making it a strong contender in the market.
Launch Campaign
3.1 Current brand strategy
3.1.1 Authenticity of the brand
Continuity: Brand history–traditional Italian cuisine
Credibility: Deliver on promises–the promise of authentic high-quality pasta and a connection-building experience
Integrity: Care about the consumer–helping people build connection Symbolism: Add meaning to life–life is about connection and experience
3.1.2 Consumer-decision journey
The consumer-decision journey can be described using the marketing funnel model. This model describes the decision-making journey of the consumer in 5 steps (see Figure 13).
Step 1: Awareness - Building brand recognition and culinary enthusiasm through social media and cooking seminars
The initial step in introducing Bertolli’s new product line is to raise awareness among the target audience. By utilizing social media platforms, Bertolli can effectively showcase high-quality and authentic Italian food, creating captivating content that attracts potential customers. Additionally, hosting cooking seminars provides a firsthand experience, immersing participants in the joy of Italian cuisine and fostering a connection through cooking.
Step 2: Consideration - Cultivating connections and building trust through social media engagement
Once customers become aware of Bertolli’s new product line, the focus shifts to cultivating connections. By actively engaging on social media, Bertolli can continue interacting with the audience, sharing tempting content, recipe ideas, and cooking techniques that evoke the essence of authentic Italian cuisine. This prompts consumers to consider using Bertolli’s new product line to foster con-sections.
Step 3: Purchase - Influencing consumer decisions through strategic super-market advertising
To drive consumer purchases, Bertolli’s supermarket advertising plays a crucial role. By strategically showcasing the unique features, excellent quality, and convenience of the new product line for creating unforgettable cuisine, Bertolli captures customers’ attention during their supermarket visits. Consumers decide to buy Bertolli’s products when they feel a connection with others.
Step 4: Retention - Strengthening customer loyalty through engaging social media content and positive experiences
To foster long-term customer loyalty, Bertolli leverages social media to create a sense of community and maintain contact with customers. By sharing captivating imagery from cooking seminars and highlighting real stories of people enjoying special cuisine with Bertolli’s new product line, the brand reinforces positive experiences and ignites a desire for further connections. Once customers have one positive connection experience, they are inclined to seek out more.
Step 5: Advocacy - Expanding positive experiences through word-of-mouth and influencer partnerships
In the final step, Bertolli focuses on transforming satisfied customers into passionate brand advocates. By providing exceptional experiences and products, customers naturally share their positive experiences with friends, family, and colleagues through word-of-mouth. In this interconnected society, consumers eagerly share their connections. To amplify promotional efforts, Bertolli can collaborate with influential individuals and culinary experts who align with the brand’s values, expanding the reach of their positive experiences.
3.2 Social Media
3.2.1 Advertisement / Video
The video advertisement showcases the different types of connections that a consumer can have with different people. Meaningful connections with friends, family, romantic partners and more. Throughout the video, both preparing and eating pasta is what connects them.
3.2.2 Instagram
Targeting celebrations and holidays
Slogan: Bertolli values your Father’s Day
Bertolli will utilize special occasions and celebrations that are about connection in their marketing campaign. It shows how Bertolli actually values your connection and how it helps you create a special experience with their pasta on, for example, Father’s Day.
3.2.3 Dating app
Targeting romantic experiences, people going on a date
Slogan: Bertolli values your romance
Since the new positioning is about connection between people, we will also promote the launch of a dating app. To align with our vision, it is important that this dating app actually promotes long-lasting connections, and therefore Hinge and Bumble are suitable candidates. On the apps, users will see advertisements for the Bertolli pasta that are specially designed for the romantic connection between people.
3.2.2 TikTok
Targeting young people, and their experiences with older generations. For example, a grandchild cooking for their grandmother.
Slogan: Bertolli values your hero
3.3 Promo event: Bertolli Cooking Workshop - Value your connection
The launch campaign will start with a Cooking workshop Promo event. This event is positioned on the timeline before the actual launch of the pasta. The event is to create awareness, demand, and credibility. It also provides triala- bility. Since Bertolli advocates that their pasta brings people a connection, we will start with a promo event where people actually can experience this benefit, in this way building credibility. The event will be promoted on social media to create excitement and awareness of the upcoming Bertolli pasta launch.
Duration: 10 weeks - 15 cooking workshops
Venues: Amsterdam, Rotterdam, Utrecht, Eindhoven, Maastricht3.3.1 Event Overview
The promo event will be promoted on social media and the incentive to sign up is a free cooking workshop from a professional chef and enjoying free pasta in a restaurant. People can sign up in duo and for each workshop 30 couples will be selected, making the event exclusive.
During the workshop, the couples will be separated and both follow a cooking workshop from a professional chef separately. After this the couples come together in the restaurant, exchanging their creations and showing the effort that they put in. Then, they can enjoy a lovely dinner together while enjoying free pasta. During the workshops, a lot of content is shooted for the social media channels to create awareness and show that the pasta of Bertolli actually creates connection. The exclusivity of the event will create greater demand and the selected couples will provide month-to-month advertisement and are also asked to post on their social media channels. During the workshops, the new Bertolli will be showcased and used for the first time. Therefore, the workshop also provides trialability of the new product.
3.4 Physical Advertising
Bertolli will conduct physical advertising in supermarkets to promote the pas- ta brand, increase product awareness, and encourage the purchase of the new pasta product. Supermarkets provide opportunities to reach a large and diverse customer base, making them an ideal platform for effective marketing activities.
By strategically placing advertisements in supermarkets, we can attract the attention of customers and create brand awareness, make consumers pay attention to Bertolli’s new products, and leave a lasting impression on shoppers.
The physical advertising will drive product sales as the product has officially been launched, after 6 weeks of raising awareness and initiating the consideration stage of the customer journey. At this point, the pasta products will be displayed in the supermarket. The communication will emphasize connection-building features, high-quality experience advantages, and promotional activities to motivate customers to choose our brand over competitors.
3.4.1 Target audience
Supermarkets are the place where Bertolli products are sold. They attract a wide range of consumers. Each consumer has many different types of connections. Helping them build these connections is what Bertolli’s new pasta is pursuing.
3.4.2 Albert Heijn in-store advertising
For the supermarket in-store advertising, we will focus on Albert Heijn. They have multiple options for displaying ads, like floor stickers, banners, screen displays and more (Albert Heijn, 2022).
3.5 Cost Estimation
The launch campaign for our brand will be accompanied by a series of exciting promotional events, with careful budget allocations to ensure effective outreach. To engage with our audience on a personal level, we have planned 15 cooking events in five major cities, with an estimated cost of 40 thousand euros. These workshops will span over a period of 10 weeks, allowing us to connect with food enthusiasts, showcase our products, and create memorable experiences centered around cooking and sharing meals.
In addition to the on-ground events, we will allocate a budget of 200 thousand euros for TV commercials, which will be aired for four weeks. This investment will help us reach a wide audience and generate awareness about our brand and its unique offerings. The estimated costs for the physical advertisement in the supermarket are 20,000 euros, based on the costs of Albert Heijn (Albert Heijn, 2022).
To tap into the digital landscape and connect with younger demographics, we have allocated a budget of 225 thousand euros for digital promotions. Over an estimated period of 20 weeks, we will utilize popular platforms such as Instagram, Tinder, and TikTok to engage with our target audience effectively. This budget will allow us to create engaging content, run creative campaigns, and collaborate with influencers to build a strong online community of food enthusiasts. The grand total budget for the launch campaign would be an estimated 485,000 euros.
3.6 Timeline
To summarize the launch campaign, we visualized the touchpoints into a timeline:
As you can see in Figure 20, the first two steps of the launch campaign creating awareness and initiating consideration for the customer, happen before the product officially launches. The promo events will create excitement for the customers at this stage. Before the official product launch, digital advertising will mostly happen on the general Bertolli accounts with the footage from the cooking workshops. Right before the product launch, social media advertising will be started and as the product has officially launched, the television advertisements will start to run.
To encourage the purchasing stage, there will be supermarket advertising, twice in a row for 2 weeks. After that, to keep customer retention and later have them advocate the brand, the digital advertising will keep going and also extend to collaborating with influencers.
Summary
“Bertolli” is a well-known Italian food brand that has been offering high-quality products for over 150 years. Currently, Bertolli’s purpose is to make the goodness of Italian cuisine accessible. However, adjusting its DNA to shift the focus towards creating special experiences and finding connections through food would be a potentially rewarding market for the company. This new direction aims to attract new consumers by emphasizing the social importance and symbolic meaning of food experiences.
In the new brand DNA, Bertolli will target achievers who strive to create exceptional experiences for people they care about. It will also revolve around different types of connections between people, such as romantic, friendship, and family bonds. The positioning of the brand will highlight authentic Italian high-quality pasta while emphasizing the creation of special food experiences that brings people together, differentiating Bertolli from its competitors.
To support this new direction, Bertolli will offer high-quality pasta that fosters experiences and connections. The pasta will be available in the original 400-gram format and in a smaller two-person package of 200 grams to highlight the fact that it can be an intimate dish just for two. The launch campaign will concentrate on showcasing the connection between people through a promo event that involves cooking workshops in various cities, physical promotions in supermarkets, and advertisements in the form of video commercials, and social media posts. The promo event provides trialability and creates awareness, demand, and credibility, even before the actual product is launched. The overall costs estimated for the launch campaign are 485.000 euros.
The purpose of the brand is to create moments of connection through the goodness of Italian cuisine. The positioning focuses on providing high-quality, authentic Italian food products that make it easy and enjoyable for people to come together and share special meals. The personality associated with the brand is the social butterfly, representing someone who initiates good experiences and connects people.
By choosing this particular approach, Bertolli can aim to tap into the emotional aspect of the Italian food market and leverage the aspects associated with it. By focusing on creating connections and providing high-quality products, Bertolli seeks to attract new consumers and strengthen its position as a trusted and beloved brand.
Resources
[1]Albert Heijn in store advertising:
VSB: https://www.ah.nl/mediaservices/specs/instore/mini-verticale-schapbanier
Vloersticker: https://www.ah.nl/mediaservices/specs/instore/vloersticker
Tarievenlijst 2022: https://www.ahmediaservices.nl/sites/default/files/upgeloadepdfs/AH%20Media%20Services%20ta- rievenlijst%202022.pdf[2]Barilla Pasta Processing Plant - Food Processing Technology. (2022, July 21). Food Processing Techno- logy. https://www.foodprocessing-technology.com/projects/barillapastaproces/Bumble - Introducing the Bumble Bizz One Connection Series. (2023). Bumble Buzz, https://bumble. com/nl/the-buzz/introducing-the-bumble-bizz-one-connection-series
[3]Conaxess trade, https://www.conaxesstrade.com/brand/bertolli/
[4]De Cecco. (2022, December 7). De Cecco. https://www.dececco.com/nl_nl/langzame-droging/
Dit is het beste pastamerk uit de supermarkt volgens Italianen | FavorFlav. (2022, July 29). FavorFlav.com. https://favorflav.com/nl/eat-drink/food-stories/dit-is-het-beste-pastamerk-uit-de-supermarkt-vol- gens-italianen/
[5]Download Hinge, the dating app designed to be deleted. (2023). Hinge. https://hinge.co/nl-nl
[6]Food consumption in the Netherlands and its determinants Background report to ‘What’s on our plate? Safe, healthy and sustainable diets in the Netherlands.’ RIVM Report 2016-0195. National Institute for Pu- blic Health and the Environment, the Netherlands.https://www.rivm.nl/bibliotheek/rapporten/2016-0195.pdf
[7]K.Lalou, Valentine’s Day designs: “Packaging should capture the uniqueness of how we feel”, 2019,https://www.packaginginsights.com/news/valentines-day-designs-packaging-should-capture-the- uniqueness-of-how-we-feel.html
[8]M.Beverland, Brand Management Co-creating Meaningful Brands, 2021
[9]Radar. (2010, October 25). Spaghettitest: de Italiaan gaat voor Grand’Italia. Radar - Het Consumenten- programma Van AVROTROS.https://radar.avrotros.nl/uitzendingen/reacties/item/spaghettitest-de-italiaan-gaat-voor-granditalia/
[10]Rd, S. C. (2023, January 26). Best Of The Best Pasta In 2023: Top 5 Brands Most Recommended By Experts. Study Finds. https://studyfinds.org/best-pasta-brands-2023/
[11]Rummo S.p.A. (2023, April 21). Lenta Lavorazione® | Pasta Rummo - Lenta Lavorazione. Pasta Rummo Lenta Lavorazione. https://www.pastarummo.it/lenta-lavorazione/[12]Shott, C., & Shott, C. (2023). We Had a Chef Test Barilla’s Fancy New Pasta and One Pro Outweighed the Cons. Eat This Not That. https://www.eatthis.com/barilla-al-bronzo-pasta-review/
Our integrated supply chain | La Molisana. (n.d.). La Molisana. https://www.lamolisana.it/en/our-integrated-supply-chain
[13]Wikipedia-Bertolli, https://nl.wikipedia.org/wiki/Bertolli
[14] Pasta in the Netherlands, https://oec.world/en/profile/bilateral-product/pasta/reporter/nld
Introduction
Bertolli is a brand that produces high-quality Italian food products with a history dating back to 1865. Bertolli is committed to quality, tradition, and passion for Italian cuisine and this made them a respected brand worldwide. Bertolli is now planning on launching a new product in their port- folio: 100% Italian ingredients and high quality pasta.
4C Analysis
1.1 Competitor Analysis
The pasta market in the Netherlands is a mature saturated market. In Figure 1 the offering of pasta brands in different supermarkets is shown. When launching pasts, Bertolli will start competing with those brands. We also mapped out the pasta prices of different brands to compare the offerings and pricing of each brand (see Appendix A).
To distinguish which brands are Bertolli’s direct competitors we created a com- petition grid, which analyzes brands based on the quality of the pasta and on the price, see figure 2. To position brands on the price-axis the price of normal penne and spaghetti was used as a reference. To position brands on the quality-axis certificates, prices, information about the kind of production process, and online rankings and reviews, were considered.
We see that Bertolli positions itself in the high-quality - high costs market segment and competes with brands like De Cecco, Rummo, La Molisana, Barilla, and Grand Italia. Bertolli wants to launch premium quality and pricing pasta, from 100% Italian ingredients made with a slow drying process utilizing bronze molds (personal communication, Bertolli employee, 24th of March 2023). However, when we analyze the direct competitors of Bertolli we see that most of them use 100% Italian ingredients, make their pasta in Italy, use bronze molds, and have certifications regarding their high-quality pasta and production methods (see table 1). Therefore, instead of being unique selling points for Bertolli, those aspects seem rather general characteristics for this market segment. For positioning of their new pasta, Bertolli would be wise to include those aspects in the positioning and launch campaign of their new pasta but should put the main focus on another more unique consumer benefit or association to differentiate from the competitors.
1.2 Consumer analysis
In this topic, we will discuss the consumer analysis of Bertolli in The Nether- lands and their pasta consumption.In the year 2021, The Netherlands imported a total of 456 million dollars worth of pasta out of which 22.6% came from Italy and Italian-made pasta. [14]
The graph in figure 3 notes an overview of the average consumption in grams per day (orange); the average contribution to total caloric intake in percent (green); and the average contribution to total food expenditure in percent (blue), in the Netherlands.
The graph in Figure 4 notes an overview of an average week-menu of Dutch people aged between 7 and 69. The Y-axis displays the average number of days that a food group is consumed (consumption days) and the X-axis displays the average number of portions eaten on a consumption day.
Table 2 gives an overview of statistically significant consumption differences between population subgroups. From both the graphs and the table, it is evident that pasta is food that is not consumed on a regular basis. People look at it as an unhealthy meal in general as it has high-calorie content and try to limit its intake. The consumption is mostly in adults who are not aware of its properties.
The scope of the consumer analysis is the fact that pasta is perceived as an indulgent food that people have a couple of times during the week. Bertolli pasta can be built upon this context to deliver premium pasta for those who want to take a break once in a while.
As stated in Brand Management Co-creating Meaningful Brands, the significance of individual consumers in discussions in decision-making should be considered., as concepts can backfire and diminish affection for the brand if not handled properly. The importance of understanding and respecting the preferences and characteristics of specific consumer segments is also mentioned which is clear with the above-mentioned graphs and tables.
Furthermore, the Netherlands is experiencing a growing cultural diversity, with people from different backgrounds residing in the country. Despite this diversity, the dietary patterns of individuals with a migration background often retain characteristics of their original food culture and the foreign food always ends up finding its place in the menu in a more hybrid format.
1.3 Context Analysis
For the context analysis, we look at current trends based on the STEP-analysis method. The full analysis can be found in Appendix B. The analysis consists of societal, technological, economic and political factors. Some insights we found are:
1.3.1 Huge market for connection products
With the growing demand for personalized experiences, consumers now have the ability to customize products and services, particularly during gift-giving occasions like Valentine’s Day (see Figure 5). The commercialization of Valentine’s Day products and the increasing diversity in packaging options highlight the immense market potential for products that empower individuals to express their emotions within their connections. Meeting public expectations, effectively conveying emotions, and delivering value through products that foster connections present a significant opportunity to tap into this market.
1.4 Company Analysis
Bertolli is a brand of Italian food products produced by multiple companies around the world with the trademark owned by Mizkan Holdings.
Bertolli is a renowned brand that specializes in producing high-quality Italian food products. Bertolli’s pasta sauces capture the authentic flavors of Italy. From classic marinara to indulgent alfredo, their sauces are made with top-quality ingredients, providing a convenient and delicious way to enjoy Italian cuisine at home.
Bertolli’s commitment to quality, tradition, and passion for Italian cuisine has made it a respected brand among consumers worldwide. With their array of products, they continue to bring the flavors of Italy into kitchens, allowing people to create delicious meals and experience the taste of authentic Italian cooking.
The founder Francesco Bertolli put it aptly: “Ingredienti puri e naturali preparati in tutto la loro semplicità sono l’essenza della grande cucina Italiana”. In other words, the best in its purity – this is the essence of Italian cuisine. This is still Bertolli’s philosophy after all these years. In search of the richness of pure ingredients.
1.4.1 Bertolli‘s current marketing strategy
Bertolli has an array of existing promotional channels, including TV commercials, 5-second TVC billboards, online video ads (OLV), earned mailings, Pinterest, and collaborations with paid influencers One notable success was the 'La Dolce Vita' mailing campaign, which garnered coverage in 86 publications and reached a potential audience of 817203 The approval costs for this campaign amount to 5000 euros (personal communication Bertolli employee, 24th of March 2023).
Brand strategy
2.1 Current brand strategy
The current brand DNA of Bertolli is displayed in Figure 9. Their purpose is to make the goodness of Italian cuisine accessible. Their target audience is the shoppers of age 25-60 (divided into 1-2 person households, age 25-35 years and families with children, age 35+ years)
2.1.1 Brand Characteristics
Italian
Dedicated and demanding
Generous
Experts
Optimistic (with a wink and some humor)
Social (grab a chair and join us)
A progressive authentic style
(personal communication, Bertolli employee, 24th of March 2023).
2.2 New Brand DNA
Bertolli’s brand DNA will be adjusted to shift the focus from accessibility more towards the creation of special experiences. Finding connection through special food experiences is the new focus of Bertolli and will be utilized in the launch campaign to attract (new) consumers. This connection can be between friends, lovers, family, or other duos. Insights from the 4C analysis and interviews showed the social importance of food experiences in the Netherlands. Small gestures of preparing food can have sentimental meaning and people are willing to invest more in those special experiences.
Quotes from the interviews conducted (see Appendix E):
To create the new brand DNA we used the STP model (M.Beverland, Brand Management Co-creating Meaningful Brands, 2021; Dr. P. Cankurtaran, personal communication, 12th of May 2023), the results displayed in Figure 10. Four customer segments were created:
1. The Emotional Connectors: This segment values emotional connections and seeks support from friends or loved ones during emotional situations. They rely on talking and second opinions to track their emotions and prefer to have deep conversations. They appreciate gestures involving food as a way to express affection and other feelings. For this segment, marketing efforts could focus on emphasizing the emotional aspects of relationships and highlighting how food can play a role in building those connections.
2. The Adventurous Explorers: This segment enjoys trying new experiences, including exploring different restaurants and cuisines. They seek wide ranges of food and enjoy the ambiance and experience of dining out. When cooking at home, they like to experiment with new and unknown recipes or create their own creations. Marketing efforts could target them with messages that highlight new and unique food experiences, both in restaurants and by providing recipe inspiration for their culinary adventures at home.
3. Family-oriented: This segment values family and cherishes the time spent together. They prefer dining at home for everyday meals and see it as an opportunity for family bonding. However, they may choose to dine out for special occasions as long as it is affordable. Marketing efforts could emphasize the importance of family meals at home, providing easy and convenient meal solutions, and showcasing affordable dining options for special celebrations.
4. The Achievers: This segment sees food as a gesture of affection, particularly when prepared personally. They appreciate the effort involved in cooking and prefer home-cooked meals to anything else. They enjoy trying new recipes or creating their own masterpieces at home. Marketing efforts could focus on promoting cooking experiences, personalized meal options, or meal kits that allow them to showcase their culinary skills and create memorable moments with their loved ones.
1. Segmentation: For the new direction Bertolli will focus on Achievers: The people who want to do their absolute best to create a special experience
2. Targeting: Bertolli will target multi-segment: the direction will target different kinds of connections between people (romantic, friendship, family, etc.)
3. Positioning: Bertolli will include authentic Italian high-quality pasta in their positioning, but the focus will be on special food experiences that create a connection between two people to differentiate from competitors.
4. All subsequent brand management decisions: Offer high-quality pasta that creates an experience and the building of connection. Pasta will be sold in the original format package of 400 grams and a smaller two-person package of 200 grams.
The launch campaign will focus on the connection between people, starting with a promo event, physical advertisements in supermarkets, and posts on social media.
Purpose: Create moments of connection with the goodness of Italian cuisine
Positioning: Provide high-quality, authentic Italian food products that make it easy and enjoyable for people to come together and share special meals.
Personality: The social butterfly (Pursue connection)--The person who is the initiator for good experiences and who connects people.
“Bertolli will help people find connection through sharing traditional Italian meals”
“Bertolli will provide specially prepared traditional Italian pasta for two people, creating a connection between people and unforgettable experiences
2.3 Persona: Achiever
Personality Traits: Ambitious, Sociable, Practical
Goals and Motivations: Balanced Success, Personal Development, Meaningful Connections
Usage Preferences: Food as an Expression of Affection
Preferred Hosting Experience: Hosting social gatherings at home, showcasing culinary skills
Building Connections through Food: Believes in using meals to foster connections and create lasting memories
2.4 The product
2.4.1 Packaging
The new packaging design for Bertolli maintains the brand’s recognizable visual identity while incorporating some noteworthy changes. The focal point of the packaging revolves around highlighting the profound connection that food fosters between two individuals. In a creative depiction, the center space showcases two hands crafted from pasta, intricately intertwined and bound together with pasta strands. This concept perfectly aligns with our launch campaign and reinforces our brand’s identity. Furthermore, the pasta packs are presented in various packages of different quantities, adding an element of personalization and catering to diverse preferences.
Bertolli pasta, weighing 400 grams, is competitively priced at an estimated 2.75 euros. When compared to its rivals, De Cecco charges approximately 2.79 euros for a similar-sized pack within the same range (see Appendix A). However, Bertol-li's affordability fades out when compared to Rummo, whose price for the same quantity is set at 2.49 euros. With this pricing positioning, Bertolli pasta offers a compelling choice for pasta lovers seeking a quality product who want to make their meal special and memorable at a reasonable cost, making it a strong contender in the market.
Launch Campaign
3.1 Current brand strategy
3.1.1 Authenticity of the brand
Continuity: Brand history–traditional Italian cuisine
Credibility: Deliver on promises–the promise of authentic high-quality pasta and a connection-building experience
Integrity: Care about the consumer–helping people build connection Symbolism: Add meaning to life–life is about connection and experience
3.1.2 Consumer-decision journey
The consumer-decision journey can be described using the marketing funnel model. This model describes the decision-making journey of the consumer in 5 steps (see Figure 13).
Step 1: Awareness - Building brand recognition and culinary enthusiasm through social media and cooking seminars
The initial step in introducing Bertolli’s new product line is to raise awareness among the target audience. By utilizing social media platforms, Bertolli can effectively showcase high-quality and authentic Italian food, creating captivating content that attracts potential customers. Additionally, hosting cooking seminars provides a firsthand experience, immersing participants in the joy of Italian cuisine and fostering a connection through cooking.
Step 2: Consideration - Cultivating connections and building trust through social media engagement
Once customers become aware of Bertolli’s new product line, the focus shifts to cultivating connections. By actively engaging on social media, Bertolli can continue interacting with the audience, sharing tempting content, recipe ideas, and cooking techniques that evoke the essence of authentic Italian cuisine. This prompts consumers to consider using Bertolli’s new product line to foster con-sections.
Step 3: Purchase - Influencing consumer decisions through strategic super-market advertising
To drive consumer purchases, Bertolli’s supermarket advertising plays a crucial role. By strategically showcasing the unique features, excellent quality, and convenience of the new product line for creating unforgettable cuisine, Bertolli captures customers’ attention during their supermarket visits. Consumers decide to buy Bertolli’s products when they feel a connection with others.
Step 4: Retention - Strengthening customer loyalty through engaging social media content and positive experiences
To foster long-term customer loyalty, Bertolli leverages social media to create a sense of community and maintain contact with customers. By sharing captivating imagery from cooking seminars and highlighting real stories of people enjoying special cuisine with Bertolli’s new product line, the brand reinforces positive experiences and ignites a desire for further connections. Once customers have one positive connection experience, they are inclined to seek out more.
Step 5: Advocacy - Expanding positive experiences through word-of-mouth and influencer partnerships
In the final step, Bertolli focuses on transforming satisfied customers into passionate brand advocates. By providing exceptional experiences and products, customers naturally share their positive experiences with friends, family, and colleagues through word-of-mouth. In this interconnected society, consumers eagerly share their connections. To amplify promotional efforts, Bertolli can collaborate with influential individuals and culinary experts who align with the brand’s values, expanding the reach of their positive experiences.
3.2 Social Media
3.2.1 Advertisement / Video
The video advertisement showcases the different types of connections that a consumer can have with different people. Meaningful connections with friends, family, romantic partners and more. Throughout the video, both preparing and eating pasta is what connects them.
3.2.2 Instagram
Targeting celebrations and holidays
Slogan: Bertolli values your Father’s Day
Bertolli will utilize special occasions and celebrations that are about connection in their marketing campaign. It shows how Bertolli actually values your connection and how it helps you create a special experience with their pasta on, for example, Father’s Day.
3.2.3 Dating app
Targeting romantic experiences, people going on a date
Slogan: Bertolli values your romance
Since the new positioning is about connection between people, we will also promote the launch of a dating app. To align with our vision, it is important that this dating app actually promotes long-lasting connections, and therefore Hinge and Bumble are suitable candidates. On the apps, users will see advertisements for the Bertolli pasta that are specially designed for the romantic connection between people.
3.2.2 TikTok
Targeting young people, and their experiences with older generations. For example, a grandchild cooking for their grandmother.
Slogan: Bertolli values your hero
3.3 Promo event: Bertolli Cooking Workshop - Value your connection
The launch campaign will start with a Cooking workshop Promo event. This event is positioned on the timeline before the actual launch of the pasta. The event is to create awareness, demand, and credibility. It also provides triala- bility. Since Bertolli advocates that their pasta brings people a connection, we will start with a promo event where people actually can experience this benefit, in this way building credibility. The event will be promoted on social media to create excitement and awareness of the upcoming Bertolli pasta launch.
Duration: 10 weeks - 15 cooking workshops
Venues: Amsterdam, Rotterdam, Utrecht, Eindhoven, Maastricht3.3.1 Event Overview
The promo event will be promoted on social media and the incentive to sign up is a free cooking workshop from a professional chef and enjoying free pasta in a restaurant. People can sign up in duo and for each workshop 30 couples will be selected, making the event exclusive.
During the workshop, the couples will be separated and both follow a cooking workshop from a professional chef separately. After this the couples come together in the restaurant, exchanging their creations and showing the effort that they put in. Then, they can enjoy a lovely dinner together while enjoying free pasta. During the workshops, a lot of content is shooted for the social media channels to create awareness and show that the pasta of Bertolli actually creates connection. The exclusivity of the event will create greater demand and the selected couples will provide month-to-month advertisement and are also asked to post on their social media channels. During the workshops, the new Bertolli will be showcased and used for the first time. Therefore, the workshop also provides trialability of the new product.
3.4 Physical Advertising
Bertolli will conduct physical advertising in supermarkets to promote the pas- ta brand, increase product awareness, and encourage the purchase of the new pasta product. Supermarkets provide opportunities to reach a large and diverse customer base, making them an ideal platform for effective marketing activities.
By strategically placing advertisements in supermarkets, we can attract the attention of customers and create brand awareness, make consumers pay attention to Bertolli’s new products, and leave a lasting impression on shoppers.
The physical advertising will drive product sales as the product has officially been launched, after 6 weeks of raising awareness and initiating the consideration stage of the customer journey. At this point, the pasta products will be displayed in the supermarket. The communication will emphasize connection-building features, high-quality experience advantages, and promotional activities to motivate customers to choose our brand over competitors.
3.4.1 Target audience
Supermarkets are the place where Bertolli products are sold. They attract a wide range of consumers. Each consumer has many different types of connections. Helping them build these connections is what Bertolli’s new pasta is pursuing.
3.4.2 Albert Heijn in-store advertising
For the supermarket in-store advertising, we will focus on Albert Heijn. They have multiple options for displaying ads, like floor stickers, banners, screen displays and more (Albert Heijn, 2022).
3.5 Cost Estimation
The launch campaign for our brand will be accompanied by a series of exciting promotional events, with careful budget allocations to ensure effective outreach. To engage with our audience on a personal level, we have planned 15 cooking events in five major cities, with an estimated cost of 40 thousand euros. These workshops will span over a period of 10 weeks, allowing us to connect with food enthusiasts, showcase our products, and create memorable experiences centered around cooking and sharing meals.
In addition to the on-ground events, we will allocate a budget of 200 thousand euros for TV commercials, which will be aired for four weeks. This investment will help us reach a wide audience and generate awareness about our brand and its unique offerings. The estimated costs for the physical advertisement in the supermarket are 20,000 euros, based on the costs of Albert Heijn (Albert Heijn, 2022).
To tap into the digital landscape and connect with younger demographics, we have allocated a budget of 225 thousand euros for digital promotions. Over an estimated period of 20 weeks, we will utilize popular platforms such as Instagram, Tinder, and TikTok to engage with our target audience effectively. This budget will allow us to create engaging content, run creative campaigns, and collaborate with influencers to build a strong online community of food enthusiasts. The grand total budget for the launch campaign would be an estimated 485,000 euros.
3.6 Timeline
To summarize the launch campaign, we visualized the touchpoints into a timeline:
As you can see in Figure 20, the first two steps of the launch campaign creating awareness and initiating consideration for the customer, happen before the product officially launches. The promo events will create excitement for the customers at this stage. Before the official product launch, digital advertising will mostly happen on the general Bertolli accounts with the footage from the cooking workshops. Right before the product launch, social media advertising will be started and as the product has officially launched, the television advertisements will start to run.
To encourage the purchasing stage, there will be supermarket advertising, twice in a row for 2 weeks. After that, to keep customer retention and later have them advocate the brand, the digital advertising will keep going and also extend to collaborating with influencers.
Summary
“Bertolli” is a well-known Italian food brand that has been offering high-quality products for over 150 years. Currently, Bertolli’s purpose is to make the goodness of Italian cuisine accessible. However, adjusting its DNA to shift the focus towards creating special experiences and finding connections through food would be a potentially rewarding market for the company. This new direction aims to attract new consumers by emphasizing the social importance and symbolic meaning of food experiences.
In the new brand DNA, Bertolli will target achievers who strive to create exceptional experiences for people they care about. It will also revolve around different types of connections between people, such as romantic, friendship, and family bonds. The positioning of the brand will highlight authentic Italian high-quality pasta while emphasizing the creation of special food experiences that brings people together, differentiating Bertolli from its competitors.
To support this new direction, Bertolli will offer high-quality pasta that fosters experiences and connections. The pasta will be available in the original 400-gram format and in a smaller two-person package of 200 grams to highlight the fact that it can be an intimate dish just for two. The launch campaign will concentrate on showcasing the connection between people through a promo event that involves cooking workshops in various cities, physical promotions in supermarkets, and advertisements in the form of video commercials, and social media posts. The promo event provides trialability and creates awareness, demand, and credibility, even before the actual product is launched. The overall costs estimated for the launch campaign are 485.000 euros.
The purpose of the brand is to create moments of connection through the goodness of Italian cuisine. The positioning focuses on providing high-quality, authentic Italian food products that make it easy and enjoyable for people to come together and share special meals. The personality associated with the brand is the social butterfly, representing someone who initiates good experiences and connects people.
By choosing this particular approach, Bertolli can aim to tap into the emotional aspect of the Italian food market and leverage the aspects associated with it. By focusing on creating connections and providing high-quality products, Bertolli seeks to attract new consumers and strengthen its position as a trusted and beloved brand.
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