Salami marketing-communicarion

Larsini company
Marketing communication plan
Ann Chadiuk
530387
OPL group 35
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Table of content
Company analysis
Internal analysis………………………………………………………………….2
Background information……………………………………………………...2
Current marketing mix………………………………………………………..4
Current positioning …………………………………………………………....7
Problem definition……………………………………………………………..7
External analysis………………………………………………………………….9
Market research………………………………………………………………....9
Competitor analysis………………………………………………………….....11
Positioning …………………………………………………………………………18
Proposition ……………………………………………………………………….....19
SWOT analysis………………………………………………………………….........20
Target audience……………………………………………………………………..21
Internal groups………………………………………………………………....21
External groups………………………………………………………………....22
Communication Objectives ………………………………………………………....25
Communication Strategy…………………………………………………………….27
Communication tools ……………………………………………………………….27
External groups………………………………………………………………....28
Internal group………………………………………………………………......30
Communication Budget……………………………………………………………..32
Implementation Matrix…………………………………………………………….33
Sources…………………………………………………………………………….....34
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Internal analysis
Background information
The Larsini is the ancient salami making company which was found by Giuseppe Ghiberti in 1908, more than a century ago in the outskirts of Firenze, in Italy. Originally they started as a butcher’s shop in the old part of Firenze, but then the owner of this shop had decided to make salami. Due to his tenacity and persistence, the Larsini company flourished till nowadays. It is understandable that to maintain such ancient brand require a lot of efforts to keep your target audience encouraged to purchase it. Initially, Larsini is family owned company, according to the fact that Larsini’s legal company structure is based in the mother company Uffizi S.p.A, so that’s why Giuseppe Larsini is the President of the company and his wife Aleksandra Bolgov the Vice