A fresh marketing approach for a classic product. That’s Parmareggio’s new strategy to sell its parmigiano reggiano cheese in Italy and abroad.
“In terms of product marketing, we are developing dedicated ranges for key markets”, explains Maurizio Moscatelli, sales director at Parmareggio. “This will allow us to communicate more effectively with customers as we are responding directly to their individual shopping needs and preferences”.
In 2013 Parmareggio exported to over 50 countries, with exports making up 19% of turnover. “Our main international market is France”, Moscatelli continues, “where we are joint leader in grated parmesan sales, with a 15.6% share of volumes, and joint leader in sales of parmesan blocks, with a 12.4% share of volumes sold. In 2013 we became Germany’s number one supplier of grated parmesan. Other key markets include Great Britain, Greece, Switzerland, Spain, Australia, Scandinavia, Austria, Holland, the United States, Belgium, South Africa and Japan. In 2014 France and Germany will still be of vital importance, but we are also particularly interested in the Usa and Canada, where we are increasing our presence through two dedicated ranges for each country”.
Fresh opportunity on the domestic front is also linked to product innovation. The outlook appears bleak thanks to the sharp drop in consumption, but Parmareggio are tackling this successfully with a number of new products. Their new ABC della merenda, launched in may, is a classic example. This snack pack contains a Pamareggio snack-size, a 100% fruit peach smoothie and a packet of extra virgin olive oil breadsticks. “Thanks to the protective packaging that allows the product to stay fresh for up to four hours outside the fridge”, Moscatelli explains, “this product is ideal for backpacks, as a snack at school or during sports activities. ABC della merenda has seen fantastic uptake in the big supermarkets and we would therefore estimate increasing production by 50 per cento”.
Another new product, Cremosini, was launched in june: packs of six rectangular 125g mini-cheeses, which, like ABC della merenda, for kids target. Another positive is the early success of SpalmaRÉ, which won the cheese category in the ‘Premio Food – Scelto dagli esperti 2015’ (Trans: Food Prize: The Expert’s Choice 2015) “SpalmaRÉ is a spreadable parmesan-based cheese”, Moscatelli informs us. “Its packaging is also unique and innovative, evoking a whole traditional parmesan in its appearance, and composed of two 75g re-sealable pots. The product is positioned as a cheese spread but is actually incredibly versatile, as it can even replace grated parmesan”.
