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June 22, 2020

Italy’s Parmalat launches D2C offering after Covid-19 boom

Italian dairy company Parmalat, owned by French peer Lactalis, has made an announcement on whether to launch a direct-to-consumer operation.

By Leonie Barrie

Italian dairy company Parmalat, owned by French peer Lactalis, is to launch an e-commerce offering after what its describes as the “unprecedented growth” of online shopping during the Covid-19 period.

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It suggested it has opened a “new dialogue with customers” that allows them to buy “safely and fast” milk, creams, juices, dessert and also meat and cheese.

The online shop, which the firm said is a response to the “changed behaviour of consumers who are increasingly choosing online purchases,” is now a permanent feature of the company’s website.

Giovanni Pomella, general director for Parmalat’s Italian business unit, said: “This project was born into a journey of digital transformation which will create new business opportunities through a fast-growing channel.

“Considering the change of habits, it is important to open a dialogue with consumers. We have the ambition to provide not only products, but also a buying experience, which will evolve to be consistent with the needs of Italian families.”

The portal was developed in partnership with marketing and shipping business Deliverti.

Parmalat pointed out that, prior to the lockdown, Italy has one of the lowest take-up rates of e-commerce in Europe.

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
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