An overview of Panzani's market and strategy

Charline S.

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An overview of Panzani's market and strategy

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Themes

Panzani, pasta, customer, reward, rewards program, brand, CRM strategy, CRM Customer Relationship Management, marketing, social media, loyalty program, Lustucru, consumer, Pasta Party, Pasta Folie, France, French food market, Barilla

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Abstract
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Abstract

The Panzani Group is a player in the French food market. It brings together leading brands such as Panzani, Lustucru Sélection, Taureau Ailé, Ferrero, Zakia and Régia. At the origin of this major player in the grocery industry, there is a brand: Panzani, the 5th favourite brand of the French. Panzani is also the name of a man who has always believed in innovation and has managed to revolutionise the market. Today, innovation is still at the heart of the Panzani Group's strategy, which is more than ever focused on the international market in order to extend its taste for success to new territories.

Presentation of the Brand
1. Basic Presentation
2. SWOT
Overview of the Brand Competitive Environment and Current Strategy
1. Competitors
2. Current CRM Strategy of Panzani
3. Competitor CRM Strategy
4. What's the Problem we Want to Solve?
New CRM Strategy
1. Short-term Strategy
2. Long-term Strategy
Communication of the Strategy
1. Different Types of Communication Channels
2. Marketing Budget
3. ROI Estimation and Key Metrics

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Extract

[...] Communication of the Strategy Different Types of Communication Channels Panzani's website will be at the centrepiece of this new CRM strategy. To apply for the rewards card, customers will have to sign up on the website and create an account. This will potentially bring in a lot of personal data: names, emails, phone numbers. All that will continually enrich Panzani's new data collection systems. The entirety of this new CRM strategy will be communicated through social media and in-store advertising. [...]

[...] Clara is very extroverted and spends a lot of time on social media and streaming platforms. She lives 45 min away from campus, which increases her screen time by almost an hour each day she has classes. Even though Clara has a pretty heavy schedule, she is still able to find the time to work out regularly, to do grocery shopping and to cook some lovely meals for herself. Consumers' touch points: In our new CRM strategy, our goal is to have in the long run a maximum of committed consumers. [...]

[...] Graph on the share of young people using social networks. Number of people who use a social network at least one a month across all media These graphs justify our choice to turn our long-term CRM strategy towards social networks, as these will undoubtedly experience a constant growth in users in the coming years and because they already have a young audience with very active users in the age group, we are targeting in our new CRM strategy. Growth of Internet users of any age who access TikTok via any device at least once per month between 2020 and 2021. [...]

[...] The Panzani group has already applied this scheme with its other brand Lustucru in 2019. Indeed, Lustucru partnered with Foodlab, a structure that uses Carrefour's massive transactional database (150 million transactions per month and 14,3 million cardholders). With this, Lustucru filmed three online-only short videos tailored perfectly to their target customer base: the young demographic. With these more personalised ads, Lustucru had a conversion rate of 109%, incremental sales went up by 75% and it took a market share of 15% at Carrefour. [...]

[...] "More than 80 salespeople are responsible for promoting the ranges When launching new recipes, in particular: Panzani then installs hotplates, pots and frying pans in the middle of the aisles to let customers have a taste. But also, on the occasion of Pasta Parties and Pasta Folies. For two weeks, they organise raffles, with vouchers, iPads and flat screens for the winners. Small games that at least quadruple sales. Competitor CRM Strategy Barilla--> The group is looking to invest in emerging technologies such as AI, Machine Learning, IoT, Blockchain, Autonomous Database or in cloud-based ERP. [...]

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