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1、PASTIFICIOLUCIOGAROFALOBRANDINGPROPOSALGAROFALOINCHINABeijingHot-PotTeam,KedgeBusinessSchoolFebruary2013Contents1TheGarofaloBrandAnalysis1BrandIdentityAnalysis2TheGarofaloBrandArchitecture3GarofaloBrandImageinChina4-5SWOTAnalysisinChina’sContext6TheBrandingStrategyforGarofaloinChi
2、na6Positioning7CriticalBrandElements8MarketingMix/4Ps9SecondarySourcesofAssociation10-12AppendixBrandIdentityPrismWorldwidePastaSalesForecast,2012-2017ListofResourcesTheGarofaloBrandAnalysisBrandIdentityAnalysisSteppedintothe12thyearofthelaunchofthebrand,‘Garofalo‘hassuccessfullyt
3、ransitedfromagiganticworldwidepastaexporterforpartners,restaurants,andretailers’privatelabelsintoainternationalpastabrandwithhighconsumer-perceivedquality,particulartastesandawiderangeofpastaformatsandchoices.InItaly,whereitisoriginated,ithasachieved6.2%marketshareinItalywithaweig
4、hteddistributionof76%inhypermarketsandsupermarkets.In2011,morethan6,3millionItalianfamiliesbuyapackofpastaGarofaloand55%ofthemareloyalwithrepeatedpurchases.Builtasthecompetitiveadvantageofthecompanysoasforthestrategiccorecompetencyofthebrand,thewell-managedsupplychainandproduction
5、behindthebrandisconcretelytheassurancefortheconsistencyinGarofalobrand’smarketingcommunicationthroughartisticpackaging,foodbloggers’references,productplacementinfilmsandthepartnershipwithfoodorganizations,enablingGarofalotobeidentifiedasapremiumbrand,arepresentativeforhighestquality
6、inpastainitsmajormarkets.Whileinamarketof‘Noodle’consumptionlandscape-China,theGarofalobrandhasfewpresencenotonlybecauseoftheundevelopedpastacultureandtheun-educatedmarketbutalsoattributestothepremiumpastasegmentinChinaisstillhasitstimetogrow.Eventhoughunderaoptimisticeconomicenvi
7、ronmentandchangingconsumermarketsintermsoflessandlesspricesensitivenesswhenitcomestoChina,GarofalohasasetofuncertaintiesforbuildingastrongpastabrandinChinathatChineseconsumerswouldliketopayforitspremiumprice.Duetothefactthatthesixcriticalparameters(Physique,Relationship,Reflection,
8、Personality,CultureandSelfImage)1
