Una Storia di FamigliaA Story of Family

Peroni - Una Birra Italiana

Lucas Walkowski, Brett Puffer, Jenna Bertino, Stephanie Kra & Meagan Bennington

La Repubblica Italiana● 2000 BC, Roman Empire (27 BC), unified in 1861, Republic in 1946● GDP: $1.805 trillion● 80% Christian (mostly Roman Catholic), Muslim, Agnostics, & Atheists● Geography: Mountainous, with Flat areas in South● Language: Italian (official), German, French, Slovene● Race: Italian, German, French, Slovene● Population: 61,680,122 Rome: 3,298,000● Founding member of EEC in 1958, uses the Euro

Cultural Values & Business Ethics

● Beer is informal while wine is formal● Family is very important● First impressions● Catholicism big influence ● Good manners & courtesy● Making a distance● Dress to impress● Hospitality ● It’s all about who you know ● Greeting are enthusiastic but formal● Prefer face to face contact

Beer vs. Wine● In 2013, Italy produced

45,239,000 hectoliters of wine● Consumed wine (2012):

22,633,000 HL● Export wine: 20,125,000 HL● Import wine: 12,860,183 HL● 3rd largest consumer of wine

worldwide● 18 major types of wine (red and

white) many other lesser known types

● National production was 13,410,000 HL in 2011

● Consumed beer (2011): 17,755,000 HL

● Export: 2,086,000 HL of beer and growing

● Only a few major breweries in Italy plus many small microbreweries

● Italians favor European brands (45%) over Italian brands (19%)

● Heineken is ranked best beer followed by Peroni

Birra Peroni● Peroni Brewery founded in Lombardy in 1846● Based in Rome since 1864● Bought by London-based SABMiller in 2003● Oldest beer in Italy● 2nd behind Moretti (Heineken) in Italian market share

Peroni SWOT Analysis Strengths- Strong legacy and unique taste

Weaknesses- Tough competition with micro breweries, limited market share

Opportunity- Expansion and exploration of new markets

Threats- International beers entering the market

Main Competitors-StellaHeinekenCarlsberg

So what’s the problem?● Sales are declining, slowly but surely● But why?● Microbreweries● Culture

How do we fix it?

● REBRANDING

● NEW PRODUCT

Product Rebranding ● Nostalgic feel,

traditional packaging ● New Slogan “Peroni,

bringing your family together”

● Put slogan on packaging

Rebranding Promotion

Commercials: Peroni Family

Ads: Holidays

Promotions: Enjoy the weekend with your family buy a Peroni

A New Product - Spira● Target Market● Marketing Mix● Porter’s 5 Forces

○ Threat of New Entrants○ Threat of Substitutes○ Bargaining Power of Customers○ Bargaining Power of Suppliers○ Threat of Competition

Spira Promotion● “La Birra Spira”● Campaign - “Best of both worlds, new & old.”● Partner with a major vineyard● Promotional events i.e. tasting● Sponsorship - S.S. Lazio FC

References

Allamani, A., Beccaria, F., & Voller, F. (2014). The Puzzle of Italian Drinking (pp. 465-477).

Euromonitor.com,. (2014). Beer in Italy. Retrieved 16 November 2014, from http://www.euromonitor.com/beer-in-italy/report

Infoplease.com,. (2014). Italy: History, Geography, Government, & Culture | Infoplease.com. Retrieved 16 November 2014, from http://www.infoplease.com/country/italy.html

Italian Wine Central,. (2013). Top Fifteen Wine-Consuming Countries - Italian Wine Central. Retrieved 19 November 2014, from http://italianwinecentral.com/top-fifteen-wine-consuming-countries/

Kwintessential.co.uk,. (2014). Doing Business in Italy | etiquette. Retrieved 19 November 2014, from http://www.kwintessential.co.uk/etiquette/doing-business-italy.html

Naylor, T. (2011). Italian beer: a new sparkle. the Guardian. Retrieved 17 November 2014, from http://www.theguardian.com/lifeandstyle/wordofmouth/2011/oct/13/italian-beer-a-new-sparkle

Peroni Nastro Azzurro,. (2014). Peroni Italy Age Gate. Retrieved 17 November 2014, from http://www.peroniitaly.com/