MAJANI

Maria Vittoria ZaniElisa CasavecchiaLuisa RussoMaria Virginia SgargiMartina TacchellaGiulia Pozzi

INDEX• The brand: Majani

Values- FlochTarget & SWOT

Communication styleExpression

SEO Analysis

• The new Majani experienceGoals & tools

StrategyMedia Planning

Timetable

The brand: Majani• Majani was founded in 1796 by Teresa

Majani, in Bologna• Initially called “Laboratorio delle cose

dolci”• First Italian company that produced solid

chocolate, la Scorza• In 1911 the Cremino Fiat was born• Official supplier for the Savoia royal family• In 2011 Majani received the honorary title

“Entreprise that has made the Italian history”

• Finest quality of the products• Medium-high price• Old fashioned stores• Niche market

Values• Excellenc

e• Tradition• Quality• Taste

video

“Our constant goal is excellence focusing both on tradition and quality the values which have been enthusiastically guiding us since our beginnings in 1796. Majani guidelines are emotions and delight so to meet even the most discerning guest”We aspire to represent the benchmark producer when dealing with the traditional niche market in contrast with the large retail distribution chains.We strongly believe in human relationships and faithful Clients as we consider that quality and service are the only winning choices”

• Image• Hard work • Human

relationships

Floch Semiotic Analysis

Practical

Utopian

UtilitarianUsage

ExistentialBasic

Non-existential Non- utilitarian

Non critical

Non recreational

Luxury Design SensationMyth

Actual Target

• 70% women• 30 % men• Mainly Italian or tourists in

the Bologna area• Age: 25-80• Medium-high income• Chocolate lovers• Special occasion shoppers • Care about packaging• Attention to quality• Attached to tradition• Not frequent internet

users

STRENGHTS

• High quality of the products• Historical presence in Italy• Good presence of Facebook• Products suitable for special

occasions

WEAKNESSES• Not very well known outside

Bologna• Old and traditional brand• Bad usage of the website

(especially e-shop)• Missing of a call to action• Periodicity of the distribution• Small size distribution

OPPORTUNITIES• Exploit a strong brand awareness• Possibility to exploit the perception

of the “Made in Italy” excellence• Possibility to use users generated

contents• Creation of chocolate testing events• Partnership with food bloggers • Export abroad

THREATS• International competitors

in the domestic market• Raising of new Italian

competitors• Persistence of economic

crisis

SWOT Analysis

Market Trend & Competitors

• Positive trend in Italy and in Europe in general

• 2012 Italian expense for chocolate: 1,16 billions

• Main competitors (small-size businesses):

Venchi, Guido Gobino, Amedei

• Main competitors (big-size businesses):

Lindt, Ferreo and Perugina

Expressions

Total white background

Minimal font

Grey writing

Bright & light colors

Pure shapes

Packaging

Communication style and language

• Classic, elegant, formal• Highly visual, Focus on aesthetic

• Impersonal • Unidirectional, not conversational• Informative, Product-centered

• Historical and Celebrative • Quotations from classic literature

• Prolix and redundant• Limited emotional impact• Coherent and integrated

SEO Analysis: Website

• Categories: no clear definition

• Special occasion section is empty

• Shop online section • Out of stock products

• Increase awareness: Invest in PPC• Search option in the website• Possibility of registration on the

website• Dynamic homepage• No mobile optimization

Communication plan

Goals• Rejuvenate brand• Expand target to the

young• Brand awareness• New need satisfaction• Keep up with

competition• Majani from occasional

to daily pleasure• Increase sales• Year-around business• Majani experience

• New communication style

• New products:

organic and line extension

• Digital campaign

• Concept store

Tools

“Majani Organics”

Packaging: organic

paper and

twine

A new concept store

StrategyOFFLINE• New concept store• Icecream + hot

chocolate• New organic chocolate

bars• Corner in train station

and airport• Free samples • Stands in chocolate fairs

and Mercato della Terra• Deal with retailers• Factory tours and team

building• Customized packaging

for special occasions• Contest

ONLINE

• Optimisation of the website

• Ecommerce 365 days

• Sponsored posts on FB and TW

• New dedicated Social pages

• Promotional discount online

• Groupon deals

• Partnership with food bloggers

• Create a community

Tours

Contest• Buy a product

from the new organic line

• A golden ticket may be inside it (maximum 5)

• Golden ticket: winning of the contest

• Price: visit the Majani factory and win a box of all the new organic products

Expressions

Playful shapes Earthy ColorsFont: Spatha

sans

• New keywords:

• Call to action: ex. Come to visit!• Insert a community, a blog and SEARCH• Sections: Home, Chocolate, Candy,

Special Occasion Gifts, Who we are, Blog, Our store and then add specific sub-sections

• Re-styling of the e-commerce• Newsletter

SEO Analysis: Website

Cioccolato italiano biologicoCioccolato Majani biologicoScatola di cioccolatini biologici

Content• Goal: Create a community• Recipes• DIY chocolates• Involve food blogger (A

pranzo con Bea, Cucino per te Scemo)

• Deals• Updates on organic food,

chocolate fairs• Tips for kids in the kitchen• Discount for new fans

Media PlanningOFFLINE• Advertising on food

magazines and Bologna local newspaper

• Flyers and coupon distributed close to the original Majani shopFairs

ONLINE

• Social media

• New dedicated web site with interactive blog

• Advertising on food, recipe and organic food blogs

• Email Marketing to loyal and new customers

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