the client

Leading Italian company in the production of dried beef

the need

The client has required a 360° support in order to:

  • understand its positioning in the consumers’ mindset and detect new market trends and customer needs;
  • identify strategic guidelines to:
    • regain profitability, also enhancing the brand strength towards its distributors in order to gain more negotiating power, particularly in the grocery large retailing channel;
    • preserve its market leadership from private labels and other competitors’    increasing market share;
    • increase its presence and its contractual power within the traditional Italian retail channel.


VV A has supported the client in the definition of the marketing plan. Once the mission and the strategic goals for the 2010-2012 period had been shared, the marketing mix strategy and the related budget have been set up.