Marchio evalorizzazione dei prodotti tipici e locali

Danielle Borra, Piero Garoglio, Stefano Massaglia and Simonetta Mazzarino

Micro & Macro Marketing, 2012, issue 3, 461-478

Abstract: The brand «Paniere (or, Hamper) of typical products from the Provinceof Turin» is an umbrella brand created by the Province of Turinwith the intent to make the most of some agrifood productions that canbe relevant for the local economy and that have a documented historyor a proven tie with the territory.The «Paniere» project was born in 2000 and in the past years it developedseveral actions aiming to increase the quality of the selectedproducts and their subsequent valorization from the point of view ofbusiness and information to the consumer.During the last few years, the improvement of the product by nowconsolidated, the main actions of valorization have concentrated on thepresence in fairs and markets and in the sales points of Eataly.The analysis was conducted on nine products considered as particularlymeaningful for their productive dimension or for the specific characteristicsof the product itself.The main producers were interviewed and asked to estimate the resultsof the project in terms of increase of the turnover, of its visibilityand the awareness both of the brand and the product. Moreover theywere asked to give an appraisal on the operations and the activities putin place by the Province.From the data collected it appears evident that the combined job ofthe Province and the several associations involved has brought to scatteredresults.In particular it is evident that no meaningful results have turned outwhereas a partnership between the different companies and the consortiumor the association that manages the brand of the product hasnot been formed, while on the contrary the results are worthy of notewhereas the logics of the collective job have been accepted.Beyond the specific differences of every single product the work onthe brand of the «Paniere» has brought an increase in awareness that isconfirmed also by the analysis carried out among the consumers. Thebrand is known within the Province of Turin thanks to the presencein the sales points of Eataly and also to the presence in the main localand international enogastronomic events that are carried out on theterritory.On the contrary, outside the Province of Turin the awareness of the«Paniere» brand decreases, according to consumers assertions, but theproducers point out that they had all the same an increase of their ownmarket also outside the local market.

Keywords: marketing; Paniere; Province of Turin; typical products; enogastronomic events. (search for similar items in EconPapers)
Date: 2012
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