Giovanni rana premium pasta launch and brand positioning for KSA market. strategy was developed with very minimal info from the client − No marketing support − No Visibility − No engagement (tasting, Sampling ect..)

1. Giovanni Rana strategy

2. Brand strategy

3. Approach
• Brand Acceleration, XPRESS strategic tool to map the brand strategy
• Three step process
− Step 1 : Brand Compass, diagnostic of the audience, the category, touch points and
brand characteristics
− Step 2 : Current/New Brand Direction, define the current brand stature in the
market and suggested future direction
− Step 3 : Driving Idea, define the brand proposition to help take the brand from the
current direction to the future one

4. Brand Acceleration - overview
Brand
Compass
Current
Brand
Direction
New Brand
Direction
Driving Idea
(Proposition)

5. Brand Acceleration - step 1
Brand
Compass

6. Brand Acceleration - step 1
People Category
Touch Points Brand

7. Brand Acceleration - step 1
People
• Social (consumers)
− Devoted to authentic Italian food
− Slack to cooking real filled Italian pasta meal
− Tendency towards freshness and respect the quality of the ingredients with best taste
and consistency and to avoid the need for any additives
− Medium to high class are generally educated and choose the best, irrespective of
price
• Professional
− Retail environment, mainly upper such as supermarkets
− Interested in brand contribution … concerned about large orders of refrigerated brands
− Busy life style yet they don’t compromise on quality and taste.

8. Brand Acceleration - step 1
People
Consumer definition
• Males and females,
Upper income
brackets of all
nationalities
• Price not a concern
as long as convinced
about quality
• Premium Pasta
Brand is a personal
choice not a
collective one - i.e.
“Me” brands not “We”
brands
• Brand loyal, would
not compromise
• Well aware of where
to find preferred
brands

9. Brand Acceleration - step 1
Category
• Accelerators
− 50 years of passion for pasta.
− the Authentic taste & flavor according the Italian tradition small village located in Verona
− Ingredients from the finest sources, DOP (Protected Designation of Origin means come from
particular region)
− The preference to healthy, fresh and natural products and brands (NO GMO, NO
Preservatives NO artificial flavors, NO artificial colors, NO powdered eggs, NO gums)
− Easy to prepare 2-3 minutes cook
− Italian Home Made
• Decelerators
− Limited distribution (Carefour) supermarkets
− Range of international brands example Gulfcentral company (Pasta Romana), established
and offering an portfolio - size, packaging as well as flavors
− Limited to no understanding of Ingredients from the finest sources making it difficult to justify
the price premium
− Lack of awareness about RANA premiums and authentic product
− Potential launch of additional similar products
− Cluttered retail environment … fridges shelves

11. Brand Acceleration - step 1
Brand
LOGO; FILLED PASTA, FLAT CUT PASTA & GNOCCH, SAUCES;
255g,283g, family size 567g – 255g,340g Flat Cut pasta. 375g,250g
Sauce plastic bags with transparent window; plastic container
Home Experienced, Real, Not Pretentious/Simple, Trusted
Loving and Caring
Fresh; Natural; Healthy; Tasty; No
NO GMO, NO Preservatives NO artificial flavors,
NO artificial colors, NO powdered eggs, NO gums
No:1 in Europe
Authentic Italian Homemade Pasta
Original
Ingredients
from source Equity
POD
POP
Character
Properties

12. Brand Acceleration - step 1
Touch Points
• Giovanni Rana
− No marketing support so far
− No Visibility
− No engagement (tasting, Sampling ect..)
• Category
− Aggressive marketing for local brands, mainly BTL, Activation engagement Social Media
− Creative is very much on par for all brands, family oriented … very little differentiation to help
secure stand out, today achieved through frequency and portfolio marketing
− Strap lines of indirect competitors =
−Perfetto-‫ا‬‫ﻻ‬‫ﻃ‬‫ﻴ‬‫ﺐ‬‫د‬‫ا‬‫مئ‬‫ﺎ‬–‫ا‬‫ﺑ‬‫ﺪ‬‫ﻋ‬‫ﻲ‬‫ﻣ‬‫ﻊ‬‫ا‬‫ﺷ‬‫ﻜ‬‫ﺎ‬‫ل‬‫ﻣ‬‫ﻜ‬‫ﺮ‬‫و‬‫ﻧ‬‫ﺔ‬‫ﺑ‬‫ﺮ‬‫ﻓ‬‫ﻴ‬‫ﺘ‬‫ﻮ‬
−Goody–‫مب‬‫ﻌ‬‫ﺎ‬‫ﻳ‬‫ﺮ‬‫ا‬‫ﻓ‬‫ﻀ‬‫ﻞ‬‫ا‬‫ﻟ‬‫ﻄ‬‫ﻬ‬‫ﺎ‬‫ة‬-‫ﻻ‬‫ﺣ‬‫ﲆ‬‫ﻣ‬‫ﻨ‬‫ﺎ‬‫ﺳ‬‫ﺒ‬‫ﺎ‬‫ت‬-‫ز‬‫ﺑ‬‫ﺎ‬‫ﺋ‬‫ﻨ‬‫ﻨ‬‫ﺎ‬‫ﻣ‬‫ﻨ‬‫ﺘ‬‫ﺠ‬‫ﺎ‬‫ت‬‫ﻋ‬‫ﺎ‬‫ﻟ‬‫ﻴ‬‫ﺔ‬‫ا‬‫ﻟ‬‫ﺠ‬‫ﻮ‬‫د‬‫ة‬-‫ﺟ‬‫ﻮ‬‫د‬‫ة‬‫ﻻ‬‫ﻳ‬‫ﺨ‬‫ﺘ‬‫ﻠ‬‫ﻒ‬‫ﻋ‬‫ﻠ‬‫ﻴ‬‫ﻬ‬‫ﺎ‬‫ا‬‫ﺛ‬‫ﻨ‬‫ني‬

14. Brand Acceleration - step 2
Current
Brand
Direction
New Brand
Direction

15. Brand Acceleration - step 2
“UNKNOWN”

16. Brand Acceleration - step 2
“UNKNOWN”
“Italian excellence
homemade fresh pasta”

17. Brand Acceleration - step 3
Driving Idea
(Proposition)

18. Brand Acceleration - step 3
DRIVING TARGET MINDSET:
DRIVING BRAND PROMISE:
DRIVING BRAND RATIONALE:
Italian homemade pasta No:1 in Europe
I am working outside the home: I don’t have time
to make a filled pasta meal . I love to indulge
myself. I like to eat the best in class Pasta in
Europe. Big choice and easy to prepare.
Brand offers the authentic taste from the
source
“UNKNOWN
”
“Italian excellence
homemade fresh
pasta”

19. INDULGING
(Best Quality No: 1 in Europe)

20. Passion
(50 years experiences)

21. Freshness
(respect the quality of the ingredients
from source)

22. Family
(work with family Love)

23. Homemade
(Giovanni Rana pasta is another way
to say "home")

24. GENUINE
(Family Bakery, Artisanal pasta maker)

25. CONSTANT
(unchanging, reliable and trustworthy)

26. SELECT
(Not for everybody)
SELECT
(Not for everybody)

27. SELECT
(Not for everybody)
CONSTANT
(unchanging, reliable and trustworthy)
The Genuine Italian
taste of pasta
SELECT
(Not for everybody)
INDULGING
(Best Quality No: 1 in Europe)
Passion
(50 years experiences)
Freshness
(respect the quality of the ingredients
from source)
GENUINE
(Family Bakery, Artisanal pasta maker)
Homemade
(Giovanni Rana pasta is another way
to say "home")
Family
(work with family Love)

28. Brand Acceleration - step 3
DRIVING TARGET MINDSET:
DRIVING BRAND PROMISE:
DRIVING BRAND RATIONALE:
Italian homemade pasta No:1 in Europe
I am working outside the home: I don’t have time
to make a filled pasta meal . I love to indulge
myself. I like to eat the best in class Pasta in
Europe. Big choice and easy to prepare.
Brand offers the authentic taste from the
source
“UNKNOWN
”
“Italian excellence
homemade fresh
pasta”
The Genuine Italian taste of pasta

29. SELECT
(Not for everybody)
CONSTANT
(unchanging, reliable and
trustworthy)
The Genuine
Italian taste of
pasta
SELECT
(Not for everybody)
INDULGING
(Best Quality No: 1 in
Europe)
Passion
(50 years experiences)
Fresh
(respect the quality of the
ingredients from source)
GENUINE
(Family Bakery, Artisanal
pasta maker)
Homemade
(Giovanni Rana pasta is
another way to say
"home")
Family
(work with family Love)
Brand strategy
• Brand Equity = Original Ingredients from source
• Brand Benefits
− POD = No:1 in europe. Authentic Italian
Homemade Pasta.
− POP = Fresh; Natural; Healthy; Tasty; NO
GMO, NO Preservatives NO artificial
flavors, NO artificial colors, NO powdered
eggs, NO gums
• Brand attributes = Indulging, Passion, fresh,
Family, Homemade, Genuine, Constant, Select
• Driving idea = The Genuine Italian taste of pasta
− Current Direction = Unknown
− Future Direction = Italian excellence
homemade fresh pasta”

30. Creative

31. Rationale
Our pasta is from premium fresh ingredients, Original Ingredients from source
It is No:1 in Europe.
This is a pasta that is easy and fast to cook with the quality and taste of authentic homemade
pasta
They cherish family and family gatherings. Every time you sit together to enjoy the meals.
Colors are calm and derived from brand logo for consumers to relate to brand and remember it.
Visuals reflect appetizing dish, they reflect Italian origin of product, and the family homemade
feature represented by the founder and owner Mr. Giovanni Himself
The Genuine Italian taste of pasta

32. Key Visuals

33. POSM Elements
wobbler
Shelf stopper

34. POSM Elements
Shelf header
Shelf strip

35. POSM Elements
Instore shelf layout
Before
Instore shelf layout
After
With Shelf Strip and Wobblers

36. POSM Elements
Full Shelf and Category Dressing

37. POSM Elements
Floor sticker

38. Other Elements
Recipe booklet

39. Other Elements
Sampling stand
Uniforms

40. Communication strategy

41. Push/Pull planning
• Proprietary XPRESS tool to help identify ideal touch points for the “people” identified in
the Brand Compass
• Recognizes the relationship between all key stakeholders

42. Brand Relationships
Brand
Consumer
Insight?
Objective?
Insight?
Objective?
Insight?
Objective?
Retailer
Touch Points
Brand Consumer Retailer Brand
Push/Pull planning
Television
Newspaper
Magazine
Radio
Cinema
Outdoor Adv
Outdoor Actvation
In-store POSM
In-store Actvation
Direct Marketing
In Mall Ambient
In Mall Actiavtion
Event Marketing
Public Relations
Social Media
Influencers
Vlogers/Blogers
Other

43. Brand Relationships
Brand
Consumer
Insight?
Objective?
Insight?
Objective?
Insight?
Objective?
Retailer
Touch Points
Brand Consumer Retailer Brand
Insight = willing to pay premium
for highest quality
Objective = create awareness
and visibility for consumers of
the superior quality.
Insight = exist only in carefour
Objective = facilitate path to
brand / ambient and create
engagement (trial and build
loyalty)
Insight = Educating product
range and avalability
Objective =Reassurance of the
brand demand creation
•In Mall Ambient
• POSM / brochures/
recipe booklet
• Online
• Online Marketing
•Social Media
•Sales collateral• In - store Activation
• in Mall activation
•Shopper marketing
Television
Newspaper
Magazine
Radio
Cinema
Outdoor Adv
Outdoor Activation
In-store POSM
In-store Activation
Direct Marketing
In Mall Ambient
In Mall Activation
Event Marketing
Public Relations
Online Marketing
Social Media
Influencers
Vloggers/ Blogers
Other
Push/Pull planning

44. OnetoOne
Broadcast
MediaActivationAwareness
Narrowcast
brochures/ recipe booklet
POSM
Sampling
Sales presenter
Social Media
Online Marketing
In Mall Engament
Media Portfolio management
Collateral
In Mall Ambient
Tasting
Sales
support

45. Questions?