•  My Marketing experience & approach: it’s like ripples in the water

•  This is my business card!

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Marketing FMCG

No Marketing FMCG

Local& Traditional

Intern& Unconvenl

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Variety

Meet the customer

Creativity

Growth with client

Brand sensitivity

Traditional Mktg

Always Evolving…

Analytical

Evolving with needs

Valuation Creation

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Web Mktg

Research

Guerrilla Mktg CONNECT THE DOTS

Idea Generation&evaluation

Price definition

Graphic package

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Communication

Problem solving

1st experience as trainee

! Market & Sales analysis ! Retailer needs analysis ! Development of communication

store material ! Sales material support

Tactical Marketing Program B2B marketing approach

Market research

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2° experience GOLDEN LADY: Tight & underwear - fashion market

Definition of Marketing tactic sets:

! Market & Sales analysis ! Key market targets ! Retailer needs analysis – Launch a Golden Point ! N.P.D. and launch of seasonal products ! Communication marketing program for retailers ! Sales material support

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3° GIOCHI PREZIOSI – Toys & School stationery company:

MARKETING STRATEGY ! Creation of Marketing Plan; ! Market analysis ! Consumer trends: Targeting&Positioning ! Competitive benchmarking ! S.W.O.T ! Brand Equity ! Product Development ! Marketing budget ! Pricing and management P&L

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MARKETING TACTIC ! Sales force training ! Selling aids and materials ! Sales promotion elements ! Advert by print (targeted magazine) ! Packaging development

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4° GIOVANNI RANA – FMCG– International Experience

! Develop the brand abroad – align the message to targets’ needs ! MARKETING PLAN ! MARKET RESEARCH & ANALYSIS ! MARKETING BUDGET on an international scale ! Managing the Brand Equity ! Forecast (volume & value) ! Communication media plan (traditional & unconventional) ! Focus on online communications ! PR and Trade shows

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1.  Category strategy: reinforcing the range in Coop 2.  NPD strategy: focus on Italian recipes 3.  Brand Awareness: Media mix campaign

!  TV Campaign (Italy to Switzerland) !  Website (high penetration Internet users) !  Competition on website !  Google adwords !  Take over/ Banners !  Video ads on 20minuten.ch zatoo etc !  Promotion in store

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5° ORTHOFIX : Medical Device market – Multinational Experience

MARKETING STRATEGY ! Elaboration of new strategies plan to reach out to end consumers more effectively; ! Elaboration of STRATEGIC PLAN ! Working on two KEY BUSINESS CASE ! Market research ->giving a strategy interpretation in line with the company mission ! 5 years FORECAST ! 5 years MARKETING ! Organize exhibitions and road shows and sponsor an event:

WEBMARKETING ! On-line benchmarking ! Development of the company’s new website: Orthofix International ! E-learning/Webinar – On-line training for both clients and partners ! Organisation of events with communication via web

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1.  Market Background/ Market Trends 2.  Competitive analysis 3.  Image analysis, positioning of Orthofix in specific sector; 4.  Orthofix’s Strategy

!  Entry Strategy: Orthofix’ growth leverage !  Product Strategy : process of the development of the product !  Emphasize the competitive advantages !  Target definition: funnel approach in the launch phase !  Price posizioning: value the hospital & patients benefits for competing !  Initial view of Communication Strategy

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Millenium Reseearch Group data 2013

Business case: Market&Competitors breakdown

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Business case: Factors Impacting New Device Adoption

Orthofix must move towards these two concepts to position strategically in the segment IM nail

Measurable Benefits for

Hospital&Patients

A system solution i.e.

comprehensive

Orthofix

Business case: working on product&target

PRODUCT TARGET

Hospital administrators

Residents & Normal Surgeons

Early adopters Experts,

Chief

KOL

1.  Going where Orthofix has a strong brand positioning 2.  Going where the market accepts a high level of price 3.  At the beginning not through distributors

TIMING FOR THE LAUNCH IN THE MARKET 2012: Selection of special market Working on the brand 2013: Reinforce the presence, with communication strategy.

Add another country (complication in regulatory affairs) 2015: Start with distributors

Business case: Brand Geographical Strategy

My case as a Marketing Consultant: Villa Cortine

! Hotel Group of Northern Italy ! Revenue: 1.2 bl Euro !  Luxury image !  Faithful clientele (old and especially from Germany) !  Very traditional company

!  No kind of previous communication !  Old style !  No special offers&products !  Old logo

Benchmarking and Position map

Goals for the Communication strategy plan

!  Update of the logo !  Graphic guide !  Platform for the communication concept !  Communication plan !  Social media plan !  SEM

Goals for the Marketing strategy plan

!  Pull communication Plan: starting from Website……..and then !  Social media mktg (FB and Twitter as a start) !  Newsletter !  Virtual Tour on the web !  Discover and keep a piece of its wonder !  Use promotion on the web !  Icatalogue with Partner (comktg) !  Mini agenda with all round activity !  New Social Media !  SEM !  On line Social Club

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SERVICE DEVELOPMENT ! Development of special offers ! Differentiation

PR ACTIVITY

WHOSOEVER DESIRES CONSTANT SUCCESS MUST CHANGE HIS CONDUCT

WITH THE TIMES

Il Principe (Macchiavelli)