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Advanced Marketing Homework 1

Advanced Marketing Homework 1. ANALYSIS OF MUTTI S.P.A. MARKETERS 7.0 GROUP. Bisatto Giacomo 1081661 Castana Eleonora 1080573 Graziani Anna 1081860 Koukkou Marina Maronato Jacopo 1082175 Sattin Giulia 1082055 Silvia Scarparo 1080605. THE COMPANY.

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Advanced Marketing Homework 1

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  1. Advanced Marketing Homework1 ANALYSIS OF MUTTI S.P.A MARKETERS 7.0 GROUP Bisatto Giacomo 1081661 Castana Eleonora 1080573 Graziani Anna 1081860 Koukkou Marina Maronato Jacopo 1082175 Sattin Giulia 1082055 Silvia Scarparo 1080605

  2. THE COMPANY Mutti S.p.a. is a tomato processing companybased in Parma, Italy, with a long family history in the canningindustry. After 115 yearsthe firmownershipisstill in the family handsand the actual CEO, Francesco Mutti, belongs to the fourth generation. Sodica company 5% Mutti Family 95%

  3. THE RAW MATERIALS 100% Made in ItalyTomatoes Tomatoes are produced in fieldsthat are notfarerthan 130 km on average from company’splant. Thisensurefreshnessof every single tomato.

  4. THE PRODUCTS 100% Made in ItalyTomatoesto create a wide range of products • suchas: • tomato pulp • tomato puree • tomato concentrates • classicflavoured pizza sauce • tomatovinegard • peeledtomatoes • tomatosauce • - with freshvegetables • - with parmigiano reggiano pdo

  5. THE MARKET LEADER Muttiis the leader of the market with a share of 52,6% and the main competitors are: Valfrutta, Cirio, Pomì, Star and Santa Rosa. *numbersexpressed in millions

  6. THE HISTORY The roots The concentrate: the first heroproduct Polpa, anotherhero The Integrated Production The certification of the absence of GMO Innovation: the Tomato Vinegar 1899 MARCELLINO MUTTI (1862-1941), FOUNDED THE FRATELLI MUTTI COMPANY IN BASILICANOVA, NEAR PARMA

  7. THE HISTORY The roots The concentrate: the first heroproduct Polpa, anotherhero The Integrated Production The certification of the absence of GMO Innovation: the Tomato Vinegar 1951 MORE THAN 50 YEARS AFTER THE FOUNDATION, THE FAMOUS AND UNFORGETTABLE TUBE WITH THIMBLE IS LAUNCHED yesterdaytoday

  8. THE HISTORY The roots The concentrate: the first heroproduct Polpa, anotherhero The Integrated Production The certification of the absence of GMO Innovation: the Tomato Vinegar 1971 THE WILL OF DELIVERING A PRODUCT WITH A FRESHER TOMATO TASTE, PUSHED MUTTI TO CREATE ANOTHER INNOVATION: THE FINELY CHOPPED TOMATO PULP

  9. THE HISTORY The roots The concentrate: the first heroproduct Polpa, anotherhero The Integrated Production The certification of the absence of GMO Innovation: the Tomato Vinegar 1999 THE QUALITY OF FINAL PRODUCTS AS WELL AS PRODUCTION PROCESSES ARE THE PILLARS OF MUTTI PHILOSOPHY.

  10. THE HISTORY The roots The concentrate: the first heroproduct Polpa, anotherhero The Integrated Production The certification of the absence of GMO Innovation: the Tomato Vinegar 2001 ON TOP TO THE CERTIFICATION OF THE WHOLE SUPPLY CHAIN, MUTTI ADDED ALSO THE CERTIFICATION OF THE ABSENCE OF GMO.

  11. THE HISTORY The roots The concentrate: the first heroproduct Polpa, anotherhero The Integrated Production The certification of the absence of GMO Innovations: the Tomato Vinegar 2004 AN OTHER INNOVATIONS IN THE WORLD OF TOMATO BY MUTTI: THE TOMATO VINEGARD

  12. MISSION, VISION AND VALUES • MISSION “An adventurestarting more than 100 years ago to offeryou the best Italiantomatoes” • VISION “Bringing the best out of every tomato, sharing with customersour work and passion” • VALUES Integrity Respectfor nature Transparency Quality

  13. THE VALUE-BASED MATRIX

  14. CORPORATE SOCIAL RESPONSIBILITY

  15. FINANCIAL PERFORMANCE The results Almost Tripled and consumers perceivedMuttias the best product of the yearleading the company to Top Brand Award 2013 and 2014

  16. “The road was crowd of tomatoes, midday, summer, the sauce flows along the streets. In December, tomato invades kitchens, it lies, rested, among glasses, blue salt shakers. The spoon sinks into his living pulp, it’s a red bowel, a fresh, deep, inexhaustible sun. Oil, pepper, salt are let fall: it’s the marriage of the day” Pablo Neruda

  17. Thankyouforyourattention

  18. INFORMATION SOURCES MAIN WEB SITES: • www.mutti-parma.com • www.muttiparma.com.au/ • www.mutti-parma.com/it • www.facebook.com/MuttiPomodoro OTHER SITES: • www.gdoweek.it/articoli/0,1254,44_ART_8324,00.html • hbswk.hbs.edu/item/7368.html • www.ilsole24ore.com/art/impresa-e-territori/2014-04-17/mutti-e-tecnologia-cosi-conserve-pomodoro-fanno-crescere-dipendenti-e-fatturato-115014.shtml?uuid=ABCsstBB • latavolaallegra.blogspot.it/2012/07/mutti-solo-pomodoro-per-passione.html • www.panorama.it/economia/aziende/consumi-mutti-crescita-pomodoro/ • www.saporinews.com/2013/07/pomodoro-mutti-di-mutti-spa-vincitore-assoluto-della-14a-edizione-del-brands-award-2013/ • https://www.youtube.com/watch?v=PveoTvW_23k

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