Advanced Marketing Homework 2

ANALYSIS OF MUTTI S.P.A

Bisatto Giacomo 1081661

Castana Eleonora 1080573

Graziani Anna 1081860

Koukkou Marina

Maronato Jacopo 1082175

Sattin Giulia 1082055

Silvia Scarparo 1080605

MARKETERS 7.0 GROUP

COMMUNICATION STRATEGY

Coherently with the target, communication is characterized by irony.

Mutti is trying to transform the brand in a LOVE Brand. Social tools help the company to reach the youngest segment of the target.

The strong and effective presence online is useful to get a direct feedback from customers and to increase the loyalty.Facebook

All social media are well-connected. The aim is to convey the customer flow tothe web-site.

WEB-SITE

COMMUNICATION TOOLS

WEB SITE

The website is the identity card of Mutti and the link between all social media tools. Here the company translates values of tradition and quality through the description of their history, the production process and the wide range of products.

CONTENTS• Recipes • pictures of dishes• useful advices • special occasions• contest to involve people

Reach level is quite high considering the number of likes and the comments generated around the different posts.Among most shared topics they offer recipes and funny alternative uses of Mutti’s cans.

The company tries to involve the client with questions about their habits , let him free to express.

Mutti directly interacts with its fans, answering to their questions, both negative and positive comments.

The number of posts is huge and Mutti writes every 2 days : a continue flow of information is provided.

Every post on Facebook is linked with the other social tools : photos with Instagram, video-recipes with Youtube or Twitter.

With 14500 followers and about 3000 tweet, Twitter is the second most used tool of social communication.

The contents are quite similar to Facebook but they publish as well different recipes.

Given the technical limitation (140 types) , the richness of information is lower than Facebook. However Mutti tweets daily, also during the week-end.

On Instagram the information richness is lower than in the other tools. Followers are only 325.

Iconosquare is a tool used by the company in order to analyze the Instagram audience of the firm.

Looking for the hashtag, it is possible to find all the photos where #mutti_pomodoro and the other hashtags are used.

Through a “regram”, that pictures will be posted on Mutti’s Instagram page.

Mutti has 1780 followers in its own youtube channel.

There are 4 different playlists, including 100 videos, divided into Communication, Video Recipes, Initiatives and Supply Chain.

Big part of the shared videos are recipes which are connected with Facebook and Twitter. However the innovative sections are the initiatives and supply chain by which the company promotes its values and involve customers in creating a community.

Pomogiochi is a tool to involve and educate children to a healthy life-style. The real aim however is to affect their mothers’ preferences.

For CHILDREN: “POMOGIOCHI”

They are in line with the ironic attitude which characterizes the advertising campaign.

11

TRIBES

Among the first 10

influencers, 3 of them are

related to recipes and

cooking passion.

Source : www.talkwalker.com

12

From the analysis it emerges that a wide range of words is linked with “Mutti pomodoro” and it allows the company to appear on multiple social media enlarging the network through the word-of-mouse.

Source : www.talkwalker.com

ANALYSIS

13

ANALYSIS

Using talkwalker we were able to go deep in the analysis of the potential targets. What emerged is that the company is able to reach a lot of people and the majority of them are male (60%) and their feedbacks are on average satisfying.

Source : www.talkwalker.com

MAIN COMPETITOR: CIRIO

From our analysis the web site of the two companies are quite similar. And the two competitors adopt an analogue strategy to involve customers.

15

Socialbaker - FACEBOOK143.614 97,2% 169.214 97,5%

Source : www.socialbakers.com

16

Socialbaker - TWITTER

Twitter Age: 3 years 6 months Twitter Age: 4 years 7 months

Followers: 14.500Tweet: 3.000

Followers: 3.000Tweet: 20.000

Source : www.socialbakers.com

17

Socialbaker - YOUTUBETotal views: 4.118.440Videos: 105

Total views: 32.539Videos: 70

Source : www.socialbakers.com

18

REACH and RICHNESSRi

chne

ss

Reach Reach

Rich

ness

BRAND REPUTATIONSTRENGHTS

• Strong coherence between digital contents and the firms values ( tradition, quality and innovation).

• High customer engagement, especially on Facebook and Twitter, where consumers are free to express their opinion on products and recipes proposed by Mutti.

• Awarded with the «Social Media Award» in 2013 as the second best brand in the multi-channel communication, the customer engagement and the creativity in social message.

• Awarded with the «Top Brand Award» as the best in quality of products and communication.

• Often the company does not answer to comments in the YouTube channel; Mutti should answer, especially to negative comments.

• Despite the good link between the different social media, it’s difficult for the customer to find the company because of different names used in different socials.

• The company does not use Pinterest which is a social media quite used in Brand communication.

• Mutti aims to become an international company, but to get this result should at list have a Facebook page in English language, which does not exist yet.

WEAKNESSES

20

MAIN WEB SITES:

• http://www.mutti-parma.com/it• www.facebook.com/MuttiPomodoro

• http://www.youtube.com/user/muttipomodoro• https://twitter.com/MuttiPomodoro• http://www.cirio.it/ 

OTHER SITES:

• www.socialbakers.com

• www.talkwalker.com

• http://www.blogmeter.it/blog/eventi/2013/07/12/premio-social-brands-award-red-bull-mutti-nutella/

• http://www.pubblicitaitalia.it/2013071212299/marketing/mutti-si-aggiudica-il-top-brands-award-2013

• http://www.gdoweek.it/articoli/0,1254,44_ART_8324,00.html• http://iconosquare.com/

INFORMATION SOURCES

21

Thank you for your attention