The paper describes how Dok Dall'Ava Spa was able to reinvent its business model around a brand image that could differenciate its products to those of the San Daniele Consortium.

1. International Management Course
Prof Dr. Stefano Micelli
Andrea Baraa
Tito Cappello
Niccolò Turetta
Stefano Zulian
A.Y. 2014/2015
Eleonora Angelon
Samuel Akuamoah
Happy Arhelo
Maria Chiara Artuso

2. Overview
• Past - the old business model
• Present - the new business model
• Future - the internationalization path

3. The History
Member of San Daniele Consortium  Protected
Designation of Origin (PDO)
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

4. Production Plant:
Innovation in the Tradition
2006
• 1957: perfect seasons
• Climate control
• Risk avoidance and experimentation

5. The new business model: focus on
Brand Image
1.Didùt
2.High-end supermarket
3.Flagship stores

6. DIDÚT: sophistication and territorial culture
San Daniele land of ham, but also of
woman shoes and accessories craftsmen.
Idea
SHOP
a 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.

7. 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.

8. The selected distributors
In Europe…
And overseas…

9. 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

10. The flagship store:
a new way to eat prosciutto
REPLICABILITY:
• of the products
• of the services provided
REVENUES
20% prosciutterie
80% distributors
WHY?
Same idea, new project:
Pizzerie
Dok Dall’Ava
It’s better to segment the production between the different
businesses of the company.

11. Internationalization
 35% of the total turnover is represented by
ham exports
 Main markets: Europe, Australia, Canada,
Japan, USA

12. The USA: FDIs
 No San Daniele PDO branding
 Aim to establish the DOK Dall'Ava brand
through FDIs

13. The replicable plant
 Replicable structure, processes and
environment
 Aim to serve key foreign markets more
efficiently

14. The Italian excellence:
have a look!
https://drive.google.com/file/d/0B8C-Cew1gMxBQ3diUkR2aXktSTQ/
view?usp=sharing