«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

15 «My Way of Marketing» – Gianfranco Delfini

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»

16 «My Way of Marketing» – Gianfranco Delfini

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

Coord

inat

or

Head

of Fid

elit

y C

ard «

Clu

b S

igm

a»

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Co-marketing.

Mar

keting

Coord

inat

or

Head

of Fid

elit

y C

ard «

Clu

b S

igm

a»

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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»

22 «My Way of Marketing» – Gianfranco Delfini

Mar

keting

Coord

inat

or

Head

of Fid

elit

y C

ard «

Clu

b S

igm

a»

Private label

marketing program.

23 «My Way of Marketing» – Gianfranco Delfini

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

26 «My Way of Marketing» – Gianfranco Delfini

Head

of M

arke

ting

Depar

tment

In-S

tore

Sal

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

Sal

es

Co

ord

inat

or

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Establishing the «Veroni mood»

for the market.

Head

of M

arke

ting

Depar

tment

In-S

tore

Sal

es

Co

ord

inat

or

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

30 «My Way of Marketing» – Gianfranco Delfini

Promotional activities

to sell in (to retailers)

and to sell out (to consumers).

Head

of M

arke

ting

Depar

tment

In-S

tore

Sal

es

Co

ord

inat

or

31 «My Way of Marketing» – Gianfranco Delfini

Promotional activity planning.

Head

of M

arke

ting

Depar

tment

In-S

tore

Sal

es

Co

ord

inat

or

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.

Head

of M

arke

ting

Depar

tment

In-S

tore

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es

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ord

inat

or

33 «My Way of Marketing» – Gianfranco Delfini

On – and off line integration.

Picture game on Facebook.

Head

of M

arke

ting

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tment

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tore

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ord

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34 «My Way of Marketing» – Gianfranco Delfini

We are close to retailers

by giving them consumable kit

for daily use in sales.

Head

of M

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ting

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tment

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ord

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35 «My Way of Marketing» – Gianfranco Delfini

Head

of M

arke

ting

Depar

tment

In-S

tore

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es

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ord

inat

or

36 «My Way of Marketing» – Gianfranco Delfini

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.

Head

of M

arke

ting

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tment

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ord

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37 «My Way of Marketing» – Gianfranco Delfini

The platform offers continuous updates

(insights and posts weekly) and a specific training course

with a match during determined periods of time.

Head

of M

arke

ting

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tment

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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.

Head

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arke

ting

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tment

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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.

Head

of M

arke

ting

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tment

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ord

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40 «My Way of Marketing» – Gianfranco Delfini

«Insieme a Voi» is also a philosophy of involvement

of the sales network and customers

to create business projects .

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of M

arke

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tment

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42 «My Way of Marketing» – Gianfranco Delfini

In-store strategy

and activities in terms of

sales and branding.

Head

of M

arke

ting

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tment

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tore

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43 «My Way of Marketing» – Gianfranco Delfini

Promoter’s activity.

Veroni promoter’s team

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arke

ting

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tment

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ord

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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

Co

ord

inat

or

45 «My Way of Marketing» – Gianfranco Delfini

Promoter’s activity.

Head

of M

arke

ting

Depar

tment

In-S

tore

Sal

es

Co

ord

inat

or

Cibus – Parma (Italy) - 2016

47 «My Way of Marketing» – Gianfranco Delfini

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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tment

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49 «My Way of Marketing» – Gianfranco Delfini

Cibus – Parma (Italy) - 2014

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tment

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50 «My Way of Marketing» – Gianfranco Delfini

Anuga – Cologne (Germany) - 2015

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of M

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tment

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tore

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51 «My Way of Marketing» – Gianfranco Delfini

Cibus – Parma (Italy) - 2016

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of M

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tment

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tore

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