Advanced Marketing Homework 1

Advanced Marketing Homework 1ANALYSIS OF MUTTI S.P.A

Bisatto Giacomo 1081661Castana Eleonora 1080573Graziani Anna 1081860 Koukkou Marina Maronato Jacopo 1082175Sattin Giulia1082055Silvia Scarparo 1080605 MARKETERS 7.0 GROUP

Mutti S.p.a. is a tomato processing company based in Parma, Italy, with a long family history in the canning industry.

After 115 years the firm ownership is still in the family hands and the actual CEO, Francesco Mutti, belongs to the fourth generation. THE COMPANY

Sodica company 5%Mutti Family 95%22

THE RAW MATERIALS100% Made in Italy Tomatoes

Tomatoes are produced in fields that are not farer than 130 km on average from companys plant. This ensure freshness of every single tomato.

33100% Made in Italy Tomatoes to create a wide range of productsTHE PRODUCTSsuch as:tomato pulptomato pureetomato concentrates classic flavoured pizza saucetomato vinegardpeeled tomatoestomato sauce - with fresh vegetables- with parmigiano reggiano pdo

4such as:tomato pulptomato pureetomato concentrates - single concentrate- double concentrate- triple concentrateclassic flavoured pizza saucetomato vinegardtomato sauce - with fresh vegetables- with parmigiano reggiano pdopeeled tomatoes

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*numbers expressed in millionsTHE MARKET LEADER Mutti is the leader of the market with a share of 52,6%

and the main competitors are: Valfrutta, Cirio, Pom, Star and Santa Rosa.

5THE HISTORYThe rootsThe concentrate: the first hero productPolpa, another heroThe Integrated ProductionThe certification of the absence of GMOInnovation: the Tomato Vinegar

1899MARCELLINO MUTTI (1862-1941), FOUNDED THE FRATELLI MUTTI COMPANY IN BASILICANOVA, NEAR PARMA

6At the beginning, the tomato production was managed in a very artisanal way. Most of the activities have been carried out manually, but they already did it with great passion and with a great attention to quality

6The rootsThe concentrate: the first hero productPolpa, another heroThe Integrated ProductionThe certification of the absence of GMOInnovation: the Tomato Vinegar1951

MORE THAN 50 YEARS AFTER THE FOUNDATION, THE FAMOUS AND UNFORGETTABLE TUBE WITH THIMBLE IS LAUNCHED yesterday today

THE HISTORY

7It was a great revolution in the whole Tomato Paste market. Although some difficulties at the beginning, to explain this new way of using tomato paste, it started to be appreciated for the convenience of the tube and the better storing than the can.This product was named the tube with the thimble for the shape of the tube cap. This product was produced in two different varieties: the Double Tomato concentrated Paste and the Triple one. To start this new product new plants were opened.

7The concentrate: the first hero productThe rootsPolpa, another heroThe Integrated ProductionThe certification of the absence of GMOInnovation: the Tomato Vinegar1971THE WILL OF DELIVERING A PRODUCT WITH A FRESHER TOMATO TASTE, PUSHED MUTTI TO CREATE ANOTHER INNOVATION: THE FINELY CHOPPED TOMATO PULP

THE HISTORY

8This product was a really innovation. Mutti was able, before any other competitors, to develop the machineries and the know-how necessaries for producing the Polpa. This thing garanted to Mutti a huge competitive advantage that enable the company to consolidate its leadership in the Tomato products market in Italy

8The concentrate: the first hero productThe rootsPolpa, another heroThe Integrated ProductionThe certification of the absence of GMOInnovation: the Tomato Vinegar1999

THE QUALITY OF FINAL PRODUCTS AS WELL AS PRODUCTION PROCESSES ARE THE PILLARS OF MUTTI PHILOSOPHY.

THE HISTORY

9For this reason, in 1999 Mutti has been the first Italian Company to obtain the Certification of Integrated Production: all the production steps, from the field to the plan and then to the shelves are checked and verified accordingly to inernational guide lines.

9The concentrate: the first hero productThe rootsPolpa, another heroThe Integrated ProductionThe certification of the absence of GMOInnovation: the Tomato Vinegar2001

ON TOP TO THE CERTIFICATION OF THE WHOLE SUPPLY CHAIN, MUTTI ADDED ALSO THE CERTIFICATION OF THE ABSENCE OF GMO.

THE HISTORY10The concentrate: the first hero productThe rootsPolpa, another heroThe Integrated ProductionThe certification of the absence of GMOInnovations: the Tomato Vinegar2004AN OTHER INNOVATIONS IN THE WORLD OF TOMATO BY MUTTI: THE TOMATO VINEGARD

THE HISTORY11MISSION, VISION AND VALUESMISSION

An adventure starting more than 100 years ago to offer you the best Italian tomatoes

VISION

Bringing the best out of every tomato, sharing with customers our work and passion

VALUES

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Quality

Transparency

Integrity

Respect for nature

MINDHEARTSPIRITMISSION

An adventure starting more than 100 years ago to offer you the best Italian tomatoes

Italian High Quality Tomatoes to create High Quality ProductsAn Italian passion since 1899We simply respect the cycle of natureVISION

Bringing the best out of every tomato, sharing with customers our work and passion

Innovate to create new products in order to increase profit growthBe recognized as the original Italian tomato sauce(Consumers loyalty)Involvement of customers in the view of a more respectfull production process to reach an environmental sustainabilityVALUES

QualityTransparencyIntegrityRespect for nature

Privide higher quality and freshnessMaintaining the traditional standard of taste continuing to innovateMutti and WWF partnership to reduce wastes and save the NatureTHE VALUE-BASED MATRIX

13take care about consumer means for Mutti ensuring the highest quality possible for tomato and a certified and careful check on final product.

13CORPORATE SOCIAL RESPONSIBILITY

GOALSCalculated usingHOW Actual resultsTarget20132015WWF PARTNESHIP

Water footprintWater Footprint Network guidelines+ Il carrello della spesa web platform (through the consumers involvement)- Reducing by 11,5% the agricultural water consumption, - reducing by 30% the use of fertilizers- 14% agricultural water consumption Decrise the water consumption by -3% with in 2015

Carbon footprint

GHG protocol

The use of photovoltaic, biomasses, efficiency energetic, energy management.- 2.857 tons di CO2Decrise CO2 emissions by -19% with in 2015

POMODORINO DORO QUALITY AWARD

reward the best production firmComplex instrument choosen by the company in order to improve enviromental and social sustainabilityImprove always the quality, the production and the supply of tomatoes

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FINANCIAL PERFORMANCEThe resultsAlmostTripledand consumers perceived Mutti as the best product of the year leading the company to Top Brand Award 2013 and 2014

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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, its a red bowel, a fresh, deep, inexhaustible sun. Oil, pepper, salt are let fall: its the marriage of the dayPablo Neruda

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Thank you for your attention17

MAIN WEB SITES:www.mutti-parma.comwww.muttiparma.com.au/ www.mutti-parma.com/it www.facebook.com/MuttiPomodoro OTHER SITES:www.gdoweek.it/articoli/0,1254,44_ART_8324,00.htmlhbswk.hbs.edu/item/7368.htmlwww.ilsole24ore.com/art/impresa-e-territori/2014-04-17/mutti-e-tecnologia-cosi-conserve-pomodoro-fanno-crescere-dipendenti-e-fatturato-115014.shtml?uuid=ABCsstBBlatavolaallegra.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

INFORMATION SOURCES

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