PP Dok Dall'Ava
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Transcript of PP Dok Dall'Ava
International Management Course Prof Dr. Stefano Micelli
Andrea BaraaTito CappelloNiccolò TurettaStefano Zulian
Eleonora AngelonSamuel AkuamoahHappy ArheloMaria Chiara Artuso
A.Y. 2014/2015
Overview
• Past - the old business model
• Present - the new business model
• Future - the internationalization path
The History
1955 - Natalino Dall’Ava founded the company in San Daniele del Friuli
2005 - Carlo took the lead of the company and renovated the production plant
Member of San Daniele Consortium Protected Designation of Origin (PDO)
Production Plant:Innovation in the Tradition
2006
• 1957: perfect seasons• Climate control• Risk avoidance and experimentation
The new business model: focus on Brand Image
1.Didùt
2.High-end supermarket
3.Flagship stores
DIDÚT: sophistication and territorial cultureSan Daniele land of ham, but also of
woman shoes and accessories craftsmen.
Idea
SHOPa way to catalyze people culturally close to the values of the
company.
By inviting famous designers and stylists to collaborate in
the creation of unique objects.
By offering really sophisticated and refined range of products
in limited amounts
Use their opinion to influence the brand awareness on the relative social classes.
High-end supermarkets: “Luxury food should not be only for rich”.
Quality in food is a cultural factor: once people realize the importance of eating good,
the economic factor is no more a limitation.
Create a market place where people can find “above the average” products.
The selected distributors
In Europe…
And overseas…
The flagship stores:a new way to eat prosciutto
• 1986: Chernobyl disaster• 22 June 1988: the fist brand-name prosciutteria opened in San
Daniele
Now 9 prosciutterie in Italy and abroad
AIM:• To educate clients to a new way of consuming the product• To communicate the value of the product • To enhance brand reputation and brand awareness
REPLICABILITY:• of the products• of the services provided
REVENUES 80% distributors
20% prosciutterie
WHY?
It’s better to segment the production between the different businesses of the company.
The flagship store:a new way to eat prosciutto
Same idea, new project:
Pizzerie Dok Dall’Ava
Internationalization 35% of the total turnover is represented by
ham exports Main markets: Europe, Australia, Canada,
Japan, USA
The USA: FDIs
No San Daniele PDO branding
Aim to establish the DOK Dall'Ava brand through FDIs
The replicable plant
Replicable structure, processes and environment
Aim to serve key foreign markets more efficiently
The Italian excellence: have a look!
https://drive.google.com/file/d/0B8C-Cew1gMxBQ3diUkR2aXktSTQ/view?usp=sharing