ambrosoli | brand update
TRANSCRIPT
![Page 1: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/1.jpg)
![Page 2: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/2.jpg)
ANALISIMIELE
SETTORE
![Page 3: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/3.jpg)
MACROTREND
BIOLOGICO
![Page 4: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/4.jpg)
DATI DI SETTORE
Il miele italiano prodotto copre IL 50% DEL FABBISOGNOgiro d’affari pari a 64 milioni di euro
MALATTIE FLOREALI ALPINEALTE TEMPERATUREcalo nella produzione italiana del 65%
* fonte: una-api
![Page 5: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/5.jpg)
CONSUMO
LEGATO AI PERIODI INVERNALI
Come viene consumato?
30% PER DOLCI30% COLAZIONE & CON I FORMAGGI60% in modo diretto
40% industria INDUSTRIA ALIMENTAREINDUSTRIA FARMACEUTICAINDUSTRIA COSMETICA
* fonte: una-api
![Page 6: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/6.jpg)
CONSUMO
il consumo medio annuale è di 400 GRAMMI pro capitein europa il valore è di 600 grammi
* fonte: una-api
![Page 7: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/7.jpg)
AD OGGIin ogni caso I LIVELLI DI CONSUMO non crescono
possibili motivi LEGATO ALL’AMBITO CURATIVOPROBLEMA DI COMUNICAZIONE
* fonte: una-api
![Page 8: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/8.jpg)
ANALISICONSUMATORE
DEL
![Page 9: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/9.jpg)
ABITUDINI
* fonte: una-api
Tuttavia stanno progressivamente cambiando:
NELLO YOUGURTIN ABBINAMENTO CON I FORMAGGICONSUMO
![Page 10: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/10.jpg)
ABITUDINI
* fonte: una-api
![Page 11: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/11.jpg)
PERCEZIONI
* fonte: una-api
![Page 12: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/12.jpg)
VISSUTO
* fonte: una-api
![Page 13: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/13.jpg)
SCELTA
* fonte: una-api
![Page 14: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/14.jpg)
SCELTAaspetti razionali
* fonte: una-api
![Page 15: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/15.jpg)
SCELTAaspetti irrazionali
PROPOSTA DI UNA RICERCA QUALI-QUANTITATIVAsu camipone rappresentativo
utile ASPETTI INSESPLORATIDATI PIU’ AGGIORNATI
![Page 16: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/16.jpg)
SURVEY
![Page 17: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/17.jpg)
SURVEYaspetti indagati
ABITUDINI DI CONSUMOTREND DI CONSUMOALTERNATIVE DI CONSUMOFATTORI D’ACQUISTORUOLO DELLA MARCA
![Page 18: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/18.jpg)
SCELTAcampione
RIVOLTA AD UN TARGET TRASVERSALE DI 2000 INTERVISTATIcosì da avere un campione di riferimento
![Page 19: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/19.jpg)
FORZA DEBOLEZZA
OPPORTUNITA’ MINACCE
ALIMENTO NATURALEALIMENTO CURATIVOALIMENTO ENERGETICO
POCO CONSUMATOLEGATO ALL’INVERNO
NUOVI TREND DI CONS.ALTRE MERENDINEDIMINUITA PRODUZIONEVISSUTO DEL MIELE
SETTORE
![Page 20: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/20.jpg)
CONCORRENTI
![Page 21: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/21.jpg)
![Page 22: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/22.jpg)
![Page 23: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/23.jpg)
![Page 24: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/24.jpg)
![Page 25: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/25.jpg)
![Page 26: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/26.jpg)
![Page 27: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/27.jpg)
![Page 28: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/28.jpg)
![Page 29: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/29.jpg)
![Page 30: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/30.jpg)
![Page 31: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/31.jpg)
![Page 32: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/32.jpg)
![Page 33: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/33.jpg)
![Page 34: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/34.jpg)
![Page 35: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/35.jpg)
![Page 36: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/36.jpg)
![Page 37: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/37.jpg)
![Page 38: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/38.jpg)
![Page 39: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/39.jpg)
![Page 40: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/40.jpg)
![Page 41: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/41.jpg)
![Page 42: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/42.jpg)
![Page 43: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/43.jpg)
![Page 44: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/44.jpg)
![Page 45: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/45.jpg)
![Page 46: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/46.jpg)
![Page 47: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/47.jpg)
COMUNICAZIONE
ricordata principalmente per VECCHI SPOT TVadv stampa & radio
![Page 48: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/48.jpg)
Pianamiele
LINEA DI PRODOTTO
COMUNICAZIONE-+
-
+POSITIONING map
![Page 49: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/49.jpg)
FORZA DEBOLEZZA
OPPORTUNITA’ MINACCE
TRADIZIONEAWARNESSQUALITA’
BIOLOGICOPAPPA REALECOMUNICAZIONE
CONCORRENTIRILANCIARE IL MIELE
![Page 50: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/50.jpg)
MANTENERE LA BRAND IMAGE DI TRADIZIONE
CONSOLIDARE ED AUMENTARE LE QUOTERINNOVARE LA COMUNICAZIONEBUDGET: 500000 EURO
DEBRIEF
![Page 51: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/51.jpg)
STRATEGIE
FAR LEVA SULLA DOMANDAInvogliando ad un maggioreconsumo di miele
![Page 52: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/52.jpg)
STRATEGIE
offrire e sopratutto TROVARE INSIEME ai consumatorimigliaia di SPUNTI
RICETTE DI CUCINAPROPRIETÀ’ CURATIVEASPETTI DIETETICI
![Page 53: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/53.jpg)
CONSEGUENZE
PROGRESSIVA VARIAZIONE DELLE ABITUDINI DI CONSUMO
![Page 54: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/54.jpg)
STRUMENTI PROPOSTI
![Page 55: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/55.jpg)
SOCIAL MEDIA
POTERE DI DIFFUSIONE
OTTIMO RITORNO DI INVESTIMENTOPOTERE DI COINVOLGERE
PERCHE’ QUESTA SCELTA?
![Page 56: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/56.jpg)
![Page 57: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/57.jpg)
ANTEPRIME
![Page 58: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/58.jpg)
ATTIVITA’
COINVOLGERE I FAN Con contest e concorsi
![Page 59: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/59.jpg)
SHOWCASES
![Page 60: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/60.jpg)
![Page 61: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/61.jpg)
![Page 62: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/62.jpg)
![Page 63: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/63.jpg)
CONTEST
![Page 64: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/64.jpg)
![Page 65: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/65.jpg)
![Page 66: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/66.jpg)
![Page 67: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/67.jpg)
COME FARE
ORGANIZZARE CONTEST ED EVENTI SOCIAL
INVESTIMENTI ADV FACEBOOKPARTNERSHIP CON UN PORTALE DI CUCINA GESTIRE LA COMMUNITY
DIGITAL PR
![Page 68: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/68.jpg)
PARTNERSHIP
![Page 69: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/69.jpg)
GESTIONE FAN P.
ricette di cucina a base di miele
![Page 70: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/70.jpg)
GESTIONE FAN P.vecchi spot AMBROSOLI
![Page 71: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/71.jpg)
GESTIONE FAN P.
SALUTE & BENESSEREDOLCEZZA
![Page 72: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/72.jpg)
REQUISITO
che sia coinvolgente....
![Page 73: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/73.jpg)
CONTESTcondividi il post più dolce e vinci
ARE YOU MY HONEY?
> >
![Page 74: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/74.jpg)
CONTESTCHEF PER UN GIORNO
posta la tua ricetta a base di miele
![Page 75: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/75.jpg)
PROMOZIONECOME VERRA’ PUBBLICIZZATA LA FAN PAGE?
BLOG ( RICETTE )FACEBOOK ADVCONTEST
![Page 76: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/76.jpg)
EVENTI DI PROMOZIONEnon convenzionale
![Page 77: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/77.jpg)
EVENTI UNCONV.
PERCHE’ SORPRENDONO
PERCHE’ PARLANO AD UN TARGET TRASVERSALEPERCHE’ FANNO PARLARE DI SE’
PERCHE’ QUESTA SCELTA?
![Page 78: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/78.jpg)
DOVE?
5 CENTRI COMMERCIALI
Con uno stand nuovo e spostabile
nel weekend
![Page 79: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/79.jpg)
MECCANICA
CHEF PROFESSIONISTI CUCINERANNO cibi a base di Miele
![Page 80: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/80.jpg)
MECCANICAHOSTESS OFFRIRANNO Assaggi
![Page 81: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/81.jpg)
MECCANICASARA’ POSSIBILE ISCRIVERSI AL CONCORSO“Lo chef del miele”
VINCI un corso di cucina
![Page 82: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/82.jpg)
TEAM OPERATIVO
![Page 83: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/83.jpg)
1 DIGITAL MARKETER
![Page 84: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/84.jpg)
PARTNER
la più grande community di cucina sul web
new media marketing agency
agenzia pubbliche relazioni ed eventi
la più grande community di ricerca on-line
![Page 85: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/85.jpg)
TEMPI
GENNAIO MARZO GIUGNOLANCIO SITOLANCIO FB stampaevento
1 CONTEST
SETT. NOV. DIC.LANCIO CONTEST
2 CONTEST
LANCIO CONTESTPRESS
PRESS
CONTINUATIVEgest. fan page
![Page 86: ambrosoli | brand update](https://reader033.vdocuments.mx/reader033/viewer/2022042520/588171e31a28abf7478b5f47/html5/thumbnails/86.jpg)
BUDGET
1 DIGITAL MARKETER: 36000 EURO
PARTNERSHIP MEZZOKILO: 60000 EURO1 ANNO DI AGENZIA SOCIAL: 100000 EURO
REALIZZAZIONE SITO WEB: 15000 EUROEVENTO NON CONVENZIONALE: 100000 EUROPREMI CONTEST : 20000 EUROADV FACEBOOK : 40000 EURORICERCA QUALI-QUANTI : 5000 EURO