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A new, multifaceted challenge Giuliano Rossi Consulenza e Formazione di Marketing & Comunicazione Marketing & Territory

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Marketing & Territory, A new, multifaceted challenge

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Page 1: Marketing & Territory

A new, multifaceted challenge

Giuliano RossiConsulenza e Formazione

di Marketing & Comunicazione

Marketing & Territory

Page 2: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

For decades, the relationship between marketing and territory

has not been an easy one.

Page 3: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Territorial marketing has meant, in practical terms, try to exploit the Territory at best (and at worst, sometimes) in

order to maximise the economical returns, i.e. :

Expand (and not qualify) tourismStrong building and real estate businessExploitment of natural resources

The Territory has been consistently seennot as a resource to manage but as sort of cow to squeeze

Page 4: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Some figures on the consumption of soil in Italy

• In the last fifteen years the use of land grew in Italy at a rate of 244,000 hectares per year.

• According to the Central Institute of Statistics from 1990 to 2005, we consumed 3 million 663 thousand hectares of open space, ie over a region larger than Lazio and Abruzzo together.

• Among these ,there are two millions of fertile land which is now covered with warehouses, homes, roads etc, comparable (to stay on regional level) to the area of Veneto region

Page 5: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Is this scenario still unchanged and/or unchangeable?

Page 6: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

A new Territorial Marketing has to come?

Page 7: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Let’s start from the basics ….

Page 8: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

What is the final scope of marketing?

Page 9: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

“Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others”

P. Kotler

A relevant definition of Marketing

Page 10: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Value can be defined as the result of each part’s evaluation about what is received (functional or emotional benefits) and what is given (monetary, time, energy and /or psychic costs. etc) in the exchange.

A product or service is valuable if benefits are perceived as superior to the incurred costs.

Since marketing is the process to promote exchange, it is also seen as the key if not the main process of value creation.

The concept of Value

Page 11: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

When this scheme is applied to territorial marketing we get through difficulties, as is it possible to identify various targets/stakeholders, whose needs and wants are different, and also their criteria of value

• the residents, who mainly look for an increased (short term) economic standard of living,

• the non-residents, where we might identify 3 further targets :

• Individual non-residents , who look for things like contact with nature, knowledge about traditions, beautiful landscapes, peace and rest, etc

• Non-resident investors, who merely look for fast returns on their investments

• Public and political institutions, who look for political or social consensus

What is Value in Territorial Marketing?

Page 12: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

As 3 on 4 clusters have fundamental short-sighted value criterias, it is notsurprising that Territory has been often (and still is) managed without a

true inspiring strategic vision

Page 13: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

A classical scheme of Territorial Marketing

Page 14: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

This typical scheme is now coming to a critical no-return pointas

• The Territory clearly can hardly stand the past rate ofconsumption

• Many industrial sectors , which were flowering in the past, are now decaying and Territory is going to be seen againas an enriching resource to be managed carefully

• Consumers and people in general are finally aware of the situation and more and more conscious and sensitive about concepts like sustainability and responsability

Page 15: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

“It is becoming more and more evident that consumersare increasingly interested in the world that lies behindthe product they buy.

Apart from price and quality, they want to know how, where and by whom the product has been produced.

This increasing awareness about environmental and social issues is a sign of hope. Governments and industry must build on that.”

Klaus Töpfer,UNEP Executive Director.

Page 16: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Sustainable consumption

It can be defined as

“The use of services and related products which respond to basic needs and bring a better quality of life while minimizing the use of natural resources and toxic materials as well as the emissions of waste and pollutants over the lifecycle so as not to jeopardize the needs of future generations”.

Source : UN CSD International Work Programme (1995)

Page 17: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Page 18: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

The new frontiers of Marketing :

The sustainable Lifestyles Marketing

Page 19: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

What is Sustainable Lifestyles Marketing?

It combines 3 different approaches :

Page 20: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

The new route to Marketing : Sustainable Lifestyles Marketing

1) Responsible marketing, which describes procedures and management systems developed by companies to avoid promoting individual unsustainable behaviors (e.g. Alcohol responsibly)

2. Green marketing : it originally consists of the design and promotion of goods and services with an environmental value added. This refers to improvements over the entire life-cycle of a product, including environmentally-friendly sourcing, clean production process, improved impact during use, reduced packaging, recyclability, reusability, existence of take-back schemes, etc

3) Social marketing, which is used to name programs and campaigns which aim at raising public awareness in order to introduce more sustainable social behaviors such as energy or water conservation, waste reduction, car use reduction, cool driving, etc.

Page 21: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

New Territorial Marketing as a whole clearlyshould encapsulate all of the 3 different

approaches

Page 22: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Some easy case-studies ofimplementation of NTM in Italy

Page 23: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

The concept of “0 km” goods

Page 24: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

The Environmental impact of the agri-food sector on environment

As per some studies and researches of the UE,

• the food and drink sector contributes to some 23% of global resource use, 18% of greenhouse gas emissions and 31% of acidifying emissions.

• agriculture puts most pressure on the environment during the food chainlifecycle:

1.Beef and dairy production causing the highest emissions due to methane produced by enteric fermentation from cattle

2.meat and dairy products contribute on average 24% to the environmental impact of total final consumption in the EU 27, while constituting only 6% of the economic value.

• The main improvement options are identified in agricultural production and food management by households (avoidance of food wastage), and in power savings in the widest sense.

Page 25: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

According to a recent study of Coldiretti

• consuming local products in season and paying attention to packaging, a family can save up to 1000 kilos of carbon dioxide (CO2) per year, whereas

1 kilo of cherries transported in Italy from Argentina by air for a distance of 12 thousand km shed 16.2 kilograms of carbon dioxide (CO2),

1 kilo of peaches from South Africa travels 8 thousand kilometers emits 13.2 kg CO2,

1 kilo of grapes from Chile to Italy produces 17.4 kg of CO2.

Exotic but polluting!

Page 26: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Thanks to press and some Opinion Leaders, e.g. Slow Food, in Italy there are growing attention and sensitiveness about the theme of CO2 distribution-related emissions, which is leadingboth to rediscover and relaunch strictly local agriculturalproducts and to the openings of new, specialized POS and Ho.Re.Ca.

Due also to strong support from local public institutions, Veneto, Lombardia and Piemonte are the most active regions

in this area

Page 27: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Progetto KM 0 Regione Veneto

Page 28: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

The "km zero" is a regional law in Veneto from 2008, the first in Italy, recognizing a special “Km 0” status to the restaurants, catering and private supermarkets adopting the regional food and wine production in the percentage of 30-50 percent minimum.

Page 29: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Local regional agricultural sector produces high quality fruit, milk, cheese, meat, eggs, wine and sugar far exceeding in quantity the needs of 4 million 650 thousand inhabitants

Despite that, Veneto is the second region in Italy for imports of agricultural products from abroad and destined to local tables of 40 hospitals, 269 service centers for the elderly, 359 elementary and middle schools and 20 universities.

Page 30: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

The law provides the mandatory presence of typical local foods in the canteens of kindergartens, schools of every grade, hospitals, retirement homes and the catering menu.

An ad-hoc “Km 0” logo has been developed to sign and identify outlets, restaurants, etc which adhere the project

Page 31: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

A brochure and a miniwebsite have beenalso developed where alleconomic operators in the project are listed:

- farmers’ markets- restaurants- fresh milk distributors- POS

Page 32: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

David against Goliah

The small Mac Bun case study.The first 0 Km Fastfood.

Page 33: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

At the end of 2009 a very new kind of Fast Food, actually a Slow Fast Food, was

opened in Rivoli, in the suburbs of Torino.

Page 34: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

It's called Mac Bun (from the local dialect “Solo Buono”, i.e. Just good ) and, instead of the usual sandwiches with poor meat poor, big glasses of calorie drinks and mountains of C series chips , it offers only the best of local produce, but still in line with the philosophy of fast food.

The case of Mac Bun came to wide popularity in Italy becauseMcDonald’s officially adversed the registration of the brand Mac Bunthrough its lawyers.

Cautiously, waiting for the end of the legal dispute, the logo has nowbecome M** Bun

Page 35: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

The idea came to a local farmer , who held a 380 premium Piemontese cattle, 180 pigs, 2500 chickens, 800 rabbits, all fed with 90% forage grown on 50 hectares own by farmer himself.

• All meat for the outlet comes from the farm.

• Potatoes are guaranteed Piedmont doc and come from a local producer.

• Oil for frying, then, is corn-made and is produced at 40 km from Rivoli.

• Dairy products, robiola and yoghurt, come from Villastellone 20 km far,

• Bread for sandwiches is handmade from a bakery nearby and is always fresh

A true case of 0 km marketing

Page 36: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Salads, only with seasonal vegetables and fruits,are purchased from a nearby farmer and also cakes and catering, such as pies, come from a laboratory located less than 2 km

Even the drinks are typical. They range from white and red wines from the Monferrato region, the craft beer "Soravà" of Vaie to traditional Chinottoand Gazzosa

All materials as glasses, plates and cutlery are made of plastic derived from corn (PLA) and therefore are completely biodegradable.

Page 37: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Thanks to the great awarenessand visibility at the start -granted by the legal dispute with McDonald’s – but also tothe high consumers’ satisfaction the Mac Bun is a great success and they are projecting to open new POS in the Turin area and the rest ofPiedmont

Page 38: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

A Fan Group “Let’s defend Mac Bun”

has beenspontaneously created

on Facebook, whichnow has more than

8.000 members!

Page 39: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

The relaunch of Biellese through Territorial Marketing

Page 40: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Il territorio bielleseAn almost “monocultural” industrial district in an irreversible decline

The scenario

• The Biellese has been for more than one century the homelandof premium Italian wool /textile and clothing industries, withworld famous brand like Ermenegildo Zegna, Fila, etc

• Starting from the 90s, stiff price competition from China and Indialed to the closure of many textile plants and companies, affecting its original industrial vocation

The need for a new strategic diversification and repositioning isnow undelayable

Page 41: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Growth rate in Biella area by industry – 2000-2009

Page 42: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Export from Biella area in the textile/clothing industries 2000-2009(K euros )

Source : Istat - Coeweb

Page 43: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Change … to do what???

YES WE CAN

Page 44: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Tourism : could be a real alternative or just an illusion?

Page 45: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

General plan.Public

governance

Ideas and proposals forthe project

system, heritage )

METODOLOGIA OPERATIVAAnalysis of scenario

(territory, socio-demographics, touristic

Working methodology

Page 46: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

A tough task which requires full sinergies, links and talksamong various stakeholders

Pubblic / Private / Local Associations

A brand new Territorial Marketing strategy has clearlyto be defined

• Pubblic administration has the governance to create and develop projects proposed also by others

• The bank foundations and private sponsors are essential to support projects in social and economic value

Page 47: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Tangible and intangible elements of the “Product” Territory

Page 48: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Point of Strengths

• High quality of life : still wealthy and safe/quiet

• To be enjoyed all year long (good climate)

• A place to live : halfway Turin – Milan

• Beautiful natural environment

• Availability of public and private capitals due to the reconversionfrom textile/clothing industry

Page 49: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Point of Weaknesses

• Many touristic attractions but NO true BIG STARS

• “Campanile” syndrom : difficulty to find agreement among variousstakeholders for common co-ordinated actions

• No-change attitude : still very nostalgic of the glorious industrial past

• Very laborious people but lack of “welcome” culture

• Lack of integration between private and public agendas

• No direct connection to major transport routes (train, motorway)

Page 50: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Only a fully integrated product offer can overcome difficulties

Monuments

MIXHistory

Gastronomy

Contemporary Life

Architecture &Landscape

Culture

Page 51: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Cosa vuol dire faremarketing del territorio?

• Reinforce the concept of community and the sense of belonging

• Learn to promote the good and beautiful in the single local realities

• Protect the historic, artistic and natural heritage

• “Train to welcome “ both the population and the economical operators (Ho.Re.Ca)

Territorial marketing program

Page 52: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Quali reti?At local level: Proloco, cultural associations, ecomuseums, villages, communes

At inter-province level : Biella is now a member of Nord-Ovest Province Association

At national / international level : get membership in “Associazione Nazionale Comuni d’Italia” , “I borghi più belli d’Italia”, “Touring”, Art Cities (Ferrara), “Comuni fioriti”, “Via Francigena”

Build a network of relationships

Page 53: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Build the Culture of Welcome Tourism = Territory = People

• Learn to Smile!

• Exploit available resources at best

• Improve Ho-Re- Ca (which embodies and represents the local identity to tourists )

Page 54: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Flowers are a symbol of welcome

A flowery village means

• to gladden the citizens’ eyes

• to get a more welcoming place, where you live better and where the visitors and tourists stop more readily and for longer

Action: a floral provincial competition has been held in over 50 villages, in liaison with local municipalities

Page 55: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Sordevolo

Page 56: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Candelo

Page 57: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Positive returns of floral contest

Survey among the municipalities taking part to the Competition “Villages in flowers" in 2009

Page 58: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Build flowery itineraries = A new touristic product

Actions : ad-hoc brochures and maps, insertion in international guides

Page 59: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Tourism in Biellese : many possible routes, to be fully integrated

Religioustourism & Via Francigena

Cultural tourism : industrial

archeology, ecomuseums

Ecotourism : nature, flowers &

sustainability

Shopping & Wine/food

School & eldertourism

Voyagers’ tourism

Page 60: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Valorizzare le eccellenzetra natura, cultura, tessile e fede

Mandatory:

Enhance, emphasize and integrate the excellences and USPs in culture, nature & religion areas

Page 61: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

The Key Poles of Attractions

• Oropa and other Sanctuaries

•Natural Parks : Burcina, Bessa, Baraggia, Oasi

•Ricetto di Candelo

•Lake of Viverone

•Mountains : Bielmonte

•Industrial archeology : Casa Zegna, Factory Museums

Page 62: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Spirituality

Oropa, Graglia and St. John of Andorno Sanctuaries: built in the green with marvellous views on the surroundings. They preserve works of antique art and rich libraries.

Events: Passione di Sordevolo. Madonne Nere Reunion in Oropa

Actions• build spiritual and religious itineraries in the area• build links with other holy destinations : Santiago de

Composela, Via Francigena, etc

Page 63: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Page 64: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Discover the Territory

through ecosustanaible itineraries in the nature

Page 65: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Marketing and Enogastronomy

Biella & Buona is an eco- trademark with which the Province of Biella signs many projects and initiatives to promote food and wine made in the Biella area.It is also a ongoing medium of communication about the local agrifood quality and the liveability of the area in terms of landscape, rural life, food and catering.

Page 66: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

A vacation in Biella also means shopping for network of over 50 business outlets, which offer the opportunity buy at factory prices elegant garments with style refined and luxurious fabrics, clothing for leisure, sportswear, accessories, home textiles ...

Last but not least …. Shopping!

Page 67: Marketing & Territory

Giuliano RossiFormazione e Consulenza

di Marketing e Comunicazione

Thanks for the attention.