Yogurt presentation

HEALTH – ENVIRONMENT - COMMUNITY

BOLZANO-TI

ITALIAN PARADISE* Provincia autonoma di Bolzano and the Alpes Path

Italian breeds of sheep:

Cornella Bianca dell'Emilia Romagna• Highly protected breed• Fed on natural, varied and flourish food.• Sheep farmer: Moving on the alp• = Healthy, fit and well fed sheep • = Nutritious and healthy milk

Provincia autonoma di Bolzano:

• Agricultural Potential• Ecology and environment• Unique wildlife and flora• Climate

*THE BRAND* MISSION: Provide our customers with ethically produced and 100% organic and healthy products.

* IDENTITY: Unique – Prestigious – Respectable – Concerned

* Brand Value:

* We believe in organic food and the benefit of a healthy organic diet

* We support local communities by only adding local producer products

* We are environmental friendly through our products, methods and vision

* Brand Promise

* 100% Organic/ premium quality Italian yogurt skillfully prepared by local artisans.

* Made with 100% organic ingredients

* Prepared according to authentic, traditional recipes.

* Wholesome, easy-to-prepare, great tasting daily foods for optimum nutrition.

* No artificial additives, MSG, colourings, preservatives or refined sugars.

* Ethically sourced product, which support producer communities.

* Brand positioning statement:

To educated, healthy and environmentally concerned women, who what to do as much for overall health as they can, Bolzano-Ti is the healthier and most naturally tasty yogurt that gives you the sensation to be …

That is because…

- the ingredients used to make the Bolzano-Ti yogurt are carefully chosen and controlled for their organic authenticity, the final product is worked on his highest potential.

- Testing studies shows that 90% of Bolzano-Ti consumers feel mentally and physically more healthy and 60% admitted that it improved their quality of life.

VALUES

PROMISE

POSITION

IDENTITY

PHYLOSOPHY

*THE UNIQUE MILKSheep Milk:

* High source of calcium, phosphorous, zinc and the important B vitamins.

* The have small fat globules that help the digestion and is a great source of iodine, which prevent thyroid problems.

* High in butter fat but low in saturated fat. (Creamy taste: However we use skimmed milk for the yogurt production)

Sheep's Milk is healthier than Cow and Goat's Milk

* Tastes and Smells better and makes better tasting, richer, and smoother yogurt

* Easier to digest and less of a problem for people intolerant to cow's dairy

Nutritional values +

* Contains more vitamin A, Beta carotene, vitamin D, vitamin E, Vitamin C, Thiamin, Riboflavin, Vitamin B6, Vitamin B12, Nicotinic acid, Pantothenic acid, Biotin, Folic acid, calcium, protein, iron, magnesium, zinc, and medium chain amino acids. The calcium: phosphorus ratio is nearly perfect.

Benefits:

* 3 times more whey protein: anti-inflammatory and anti-cancer properties

* The lactose in sheep milk has been found to be better tolerated by human body

* Beneficial effect for asthmatic people and those suffering from severe skin diseases.

* Perfect tool to clean up the blood.

*BOLZANO-TI YOGURT* Plain, with nuts or fruit: Bolzano-Ti can satisfy all of your cravings

* Health Benefit Yogurt: Unflavored sheep’s milk yogurt

* Lowers Cholesterol

* Boosts Immune Function

* Decreases Body Fat

* Improves Bone Health

* Help digestion

* Suitable for Lactose free consumers

* Digestion

* Zinc = Better skin

*YOGURT COMPOSITION* Because we care about your health and the environment: UNIQUE PRODUCTS, UNIQUE FLAVORS

* Nuts and spices and unusual flavors

* - Chamomile

* - Echinacea

* - Saffron

* - Asafetida

Nuts and Fruits Choice:

Fresh – healthy – locally produced but overall TASTY

*Market Analysis

Competitors:• Yeo Valley:55%• Rachel’s Organic: 14%• Vandemoortele: 11%• Own label: 12%

Opportunities:• Organic Market- Yogurt- Milk - Fruits= Sustainable and growing potential

Organic food sales UK 2004:• Vegetable: 32%• Dairy: 26%• Arable: 13%• Fruit: 10%

*Consumers’ Attitudes

UK Population Beliefs toward Organic Food:• Healthy• More Natural• Expensive• Low Accessibility

Objectives• Match consumer positive Believe with our values,

products and promise.• Change their negative beliefs system towards a

more positive one.• = Through an effective and well targeted

Marketing Strategy – Respecting the companies values and target audience.

*TARGET AUDIENCE

As a brand, we want to see our customers happy, healthy and with a smile on their face

* Health concerned, love for good food, environmentally friendly

* Women from 30 to 50

* Medium to high Income

* Rural or Urban (Differently advertise)

* Lifestyle: Active, sports and healthy in all areas

* ABC1 Social Grade mostly

* Actively engaged in the community

Projected Beliefs System:

Prestigious – Unique - Respectful

*MARKETING* PACKAGING

100% wooden made100% re-usage /recyclable

Nutritional labels and requirements: “This is our promise”

*SELLING PLACES 

* La Fromagerie Café / La Fromagerie shop

* Tibits / Amico Bio:

* Local Markets (Borough, Greenwich…)

* Wholefood / Harrods

POINTS OF PARITY

* High Quality Standards

* Good service

* Unique and clean environment

* Local and healthy products

* Selling prestigious service/products

“Fresh, healthy and delicious”

 "Whole Foods, Whole People, Whole Planet"

*Any Questions