my way of marketing - gianfranco delfini

«My Way of Marketing» by Gianfranco Delfini – uploaded up to 15/09/2016

Marketing is a business

science based on logical

and measurable

principles.

from December 1998 to February 2007

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Strategic and operational

implementation of the

«Club Sigma»

fidelity card project

in the connected stores.

Mar

keting

Coord

inat

or

Head

of Fid

elit

y C

ard «

Clu

b S

igm

a»

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Operations above/below the line

supporting the card.

Mar

keting

Coord

inat

or

Head

of Fid

elit

y C

ard «

Clu

b S

igm

a»

«My Way of Marketing» – Gianfranco Delfini 17

Direct marketing program.

Mailing.

Mar

keting

Coord

inat

or

Head

of Fid

elit

y C

ard «

Clu

b S

igm

a»

«My Way of Marketing» – Gianfranco Delfini 18

Results: - 32,93% mail answers - +15,4% average increase in baby care products purchasing

Identify customers through fidelity card connected to the «baby world» and change their spending capacity (the «baby world» was based on over 130 baby care products). Customers data scanner analysis Segmentation - Clustering Target: 3.000 customers through direct mailing

Cluster marketing operations.

Mar

keting

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inat

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Head

of Fid

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y C

ard «

Clu

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Co-marketing.

Mar

keting

Coord

inat

or

Head

of Fid

elit

y C

ard «

Clu

b S

igm

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Customer care.

Mar

keting

Coord

inat

or

Head

of Fid

elit

y C

ard «

Clu

b S

igm

a»

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Co-marketing communication

system in the store.

Mar

keting

Coord

inat

or

Head

of Fid

elit

y C

ard «

Clu

b S

igm

a»

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Mar

keting

Coord

inat

or

Head

of Fid

elit

y C

ard «

Clu

b S

igm

a»

Private label

marketing program.

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Mar

keting

Coord

inat

or

Head

of Fid

elit

y C

ard «

Clu

b S

igm

a»

Involving customers.

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Mar

keting

Coord

inat

or

Head

of Fid

elit

y C

ard «

Clu

b S

igm

a»

Involving customers.

from April 2007 to now

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Head

of M

arke

ting

Depar

tment

In-S

tore

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es

Co

ord

inat

or

New «concept» and new logo

to develop the brand on the domestic

and international market.

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Corporate communication

and development of new packaging.

Head

of M

arke

ting

Depar

tment

In-S

tore

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es

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ord

inat

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Establishing the «Veroni mood»

for the market.

Head

of M

arke

ting

Depar

tment

In-S

tore

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es

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ord

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29 «My Way of Marketing» – Gianfranco Delfini

Establishing the «Veroni mood»

for the market.

Head

of M

arke

ting

Depar

tment

In-S

tore

Sal

es

Co

ord

inat

or

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Promotional activities

to sell in (to retailers)

and to sell out (to consumers).

Head

of M

arke

ting

Depar

tment

In-S

tore

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ord

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Promotional activity planning.

Head

of M

arke

ting

Depar

tment

In-S

tore

Sal

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ord

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32

Results: - 1.314 registered users and 22.193 hits in 4 months - Veroni FB page traffic increased by 30% on an average

1) Buy a Veroni product in a normal trade shop;

(from april to september 2014)

2) get a gift with a code;

3) Link to the Veroni website;

4) try to win a Brandani prize.

«My Way of Marketing» – Gianfranco Delfini

On – and off line integration.

Focused on Facebook.

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ting

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tment

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33 «My Way of Marketing» – Gianfranco Delfini

On – and off line integration.

Picture game on Facebook.

Head

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arke

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tment

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We are close to retailers

by giving them consumable kit

for daily use in sales.

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Head

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arke

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tment

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ord

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www.insiemeavoi.net is an on-line traninig platform for trade retailers.

The aim of this innovative project is

to create value for retailers in terms of

training, case studies, explanations and practices

in order to improve the management of the store.

The platform is user friendly, iconographic and free of charge.

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The platform offers continuous updates

(insights and posts weekly) and a specific training course

with a match during determined periods of time.

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38 «My Way of Marketing» – Gianfranco Delfini

The retailers can compare

their skillness during the match.

As the retailers go on with the match,

they can download

the new contents of the training program.

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39 «My Way of Marketing» – Gianfranco Delfini

The training content has been structured

as a "multiple choice question“.

The retailers can have a better idea of the real situation

when compared to other points of sales

to better develop their management capacity.

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«Insieme a Voi» is also a philosophy of involvement

of the sales network and customers

to create business projects .

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In-store strategy

and activities in terms of

sales and branding.

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Promoter’s activity.

Veroni promoter’s team

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44 «My Way of Marketing» – Gianfranco Delfini

Promoter’s activity.

Head

of M

arke

ting

Depar

tment

In-S

tore

Sal

es

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ord

inat

or

45 «My Way of Marketing» – Gianfranco Delfini

Promoter’s activity.

Head

of M

arke

ting

Depar

tment

In-S

tore

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es

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ord

inat

or

Cibus – Parma (Italy) - 2016

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Sial – Paris (France) - 2010 Management:

- technical experts and suppliers

- booth planning

- welcome hospitality

- selling activities

- corporate communication

- media visibility

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Anuga – Cologne (Germany) - 2011

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Cibus – Parma (Italy) - 2014

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Anuga – Cologne (Germany) - 2015

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Cibus – Parma (Italy) - 2016

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