Academia Barilla

1084 Words

Issue statement

How best to manage Academia to fit into Barilla’s long-term strategy and need for growth.

Situation analysis     3C Company  Barilla

Largest Italian food company in the world.

Best-selling pasta brand in the United States

Strongest brand name in Italy.

Dry pasta and several bakery categories in Italy.

While also pasta sauces for the U.S. market.

 Academia Barilla

Feeling the limitation of growing the business with only pasta and sauce.

Launched in 2004 to preserve, develop, and promote authentic Italian cuisine.

Comprehensive concept included a culinary training center and gastronomic library in Parma.

Initially introduced the Academia brand in the United States.

Leading cooking school in Italy

Academia product line being introduced to chefs at top Italian restaurants and through a number of gourmet food stores in the United States.

Consumers

 Barilla

Almost everyone. – Pasta was the foundation of Italian eating.

Italian consumers were extremely price sensitive.

Pasta consumption tended to decrease as household income increased.

 Academia Barilla

High-income food lover who also loves Italy

Chefs, food lovers

Top restaurants

Competitors

 Barilla