1. Advanced Marketing Homework 2
ANALYSIS OF MUTTI S.P.A
MARKETERS 7.0 GROUP
Bisatto Giacomo
Castana Eleonora
Graziani Anna
Koukkou Marina
Maronato Jacopo
Sattin Giulia
Silvia Scarparo

2. COMMUNICATION STRATEGY
Mutti is trying to transform the brand in a LOVE Brand. Social tools help the company to reach the youngest segment of the target.
The strong and effective presence online is useful to get a direct feedback from customers and to increase the loyalty.
Facebook
Coherently with the target, communication is characterized by irony.

3. COMMUNICATION TOOLS WEB-SITE
All social media are well-connected. The aim is to convey the customer flow to
the web-site.

4. WEB SITE
The website is the identity card of Mutti and the link between all social media tools. Here the company translates values of tradition and quality through the description of their history, the production process and the wide range of products.

5. CONTENTS
Recipes
pictures of dishes
useful advices
special occasions
contest to involve people
Reach level is quite high considering the number of likes and the comments generated around the different posts.
Among most shared topics they offer recipes and funny alternative uses of Mutti’s cans.

6. The company tries to involve the client with questions about their habits , let him free to express.
Mutti directly interacts with its fans, answering to their questions, both negative and positive comments.
The number of posts is huge and Mutti writes every 2 days : a continue flow of information is provided.
Every post on Facebook is linked with the other social tools : photos with Instagram, video-recipes with Youtube or Twitter.

7. With followers and about 3000 tweet, Twitter is the second most used tool of social communication.
The contents are quite similar to Facebook but they publish as well different recipes.
Given the technical limitation (140 types) , the richness of information is lower than Facebook. However Mutti tweets daily, also during the week-end.

8. On Instagram the information richness is lower than in the other tools
On Instagram the information richness is lower than in the other tools. Followers are only 325.
Iconosquare is a tool used by the company in order to analyze the Instagram audience of the firm.
Looking for the hashtag, it is possible to find all the photos where #mutti_pomodoro and the other hashtags are used.
Through a “regram”, that pictures will be posted on Mutti’s Instagram page.

9. Mutti has 1780 followers in its own youtube channel.
There are 4 different playlists, including 100 videos, divided into Communication, Video Recipes, Initiatives and Supply Chain.
Big part of the shared videos are recipes which are connected with Facebook and Twitter. However the innovative sections are the initiatives and supply chain by which the company promotes its values and involve customers in creating a community.

10. For CHILDREN: “POMOGIOCHI”
Pomogiochi is a tool to involve and educate children to a healthy life-style. The real aim however is to affect their mothers’ preferences.
They are in line with the ironic attitude which characterizes the advertising campaign.

11. Source : www.talkwalker.com
TRIBES
Among the first 10 influencers, 3 of them are related to recipes and cooking passion.
Source :

12. Source : www.talkwalker.com
ANALYSIS
Source :
From the analysis it emerges that a wide range of words is linked with “Mutti pomodoro” and it allows the company to appear on multiple social media enlarging the network through the word-of-mouse.

13. Source : www.talkwalker.com
ANALYSIS
Source :
Using talkwalker we were able to go deep in the analysis of the potential targets. What emerged is that the company is able to reach a lot of people and the majority of them are male (60%) and their feedbacks are on average satisfying.

14. MAIN COMPETITOR: CIRIO
From our analysis the web site of the two companies are quite similar. And the two competitors adopt an analogue strategy to involve customers.

15. Socialbaker - FACEBOOK
,2%
,5%
Source :

16. Source : www.socialbakers.com
Socialbaker - TWITTER
Followers:
Tweet: 3.000
Followers: 3.000
Tweet:
Twitter Age: 4 years 7 months
Twitter Age: 3 years 6 months
Source :

17. Source : www.socialbakers.com
Socialbaker - YOUTUBE
Total views:
Videos: 105
Total views:
Videos: 70
Source :

18. REACH and RICHNESS
Richness
Reach
Reach
Richness

19. BRAND REPUTATION STRENGHTS WEAKNESSES
Strong coherence between digital contents and the firms values ( tradition, quality and innovation).
High customer engagement, especially on Facebook and Twitter, where consumers are free to express their opinion on products and recipes proposed by Mutti.
Awarded with the «Social Media Award» in 2013 as the second best brand in the multi-channel communication, the customer engagement and the creativity in social message.
Awarded with the «Top Brand Award» as the best in quality of products and communication.
Often the company does not answer to comments in the YouTube channel; Mutti should answer, especially to negative comments.
Despite the good link between the different social media, it’s difficult for the customer to find the company because of different names used in different socials.
The company does not use Pinterest which is a social media quite used in Brand communication.
Mutti aims to become an international company, but to get this result should at list have a Facebook page in English language, which does not exist yet.

20. INFORMATION SOURCES MAIN WEB SITES: http://www.mutti-parma.com/it
OTHER SITES:

21. Thank you for your attention