Chiara Bettini

One-day in-company training at OVS Headquarter in Mestre (VE).

Activities taken during the day:
- Store visit to understand the principles of Visual Merchandising implemented in-store
- Group case study resolution

Two-days in-company training at Pernod Ricard Italia Headquarter in Milan.

Activities taken:
- On-Trade Marketing Case study resolution (provided on November 14th and presented to company managers on December 1st)
- Company Tour

Mind The Gum is a dietary supplement in the chewing-gum form to improve memory and concentration. It is produced by Dante Medical Solutions s.r.l. and it has been officially launched on the market of Milan last December 2015. During the last six months, the brand has expanded in different cities of Northern Italy such as Verona, Padua, Bologna and Turin.

Flavia and I conducted a market research on a representative sample population (212 university students based in Rome) in order to… Visualizza altro

Mind The Gum is a dietary supplement in the chewing-gum form to improve memory and concentration. It is produced by Dante Medical Solutions s.r.l. and it has been officially launched on the market of Milan last December 2015. During the last six months, the brand has expanded in different cities of Northern Italy such as Verona, Padua, Bologna and Turin.

Flavia and I conducted a market research on a representative sample population (212 university students based in Rome) in order to investigate the possibility for the company to enter the Rome market. We analysed attitudes, preferences and needs of potential customers towards study habits, energising products and dietary supplements for studying, also considering the actual Italian market and the nature of the company as a start-up.

For the research, we first conducted a qualitative research based on focus groups and in-depth interviews on actual customers, then we moved to the quantitative part with a sample that could identify potential customers for the new market (i.e. university students based in the Rome area), by using SPSS software to analyse data.

Finally, we came out with a Marketing Mix frame using the 4Ps model to provide the company with a suggestion on how to enter the Rome market.

University course: Market Research Meno dettagli

Final Result: Winning Team for Construction Category - May 23rd, 2016

My team and I participated in the Vodafone YOUniversity Contest 2016.
This year the contest consisted in finding out a new Value Proposition and a Vodafone new package, eventually proposing some potential partnerships, for three main segments in the market: Professionals, Retails and Construction. 21 teams have been created and later assigned to the different segments, among which one winner per category was… Visualizza altro

Final Result: Winning Team for Construction Category - May 23rd, 2016

My team and I participated in the Vodafone YOUniversity Contest 2016.
This year the contest consisted in finding out a new Value Proposition and a Vodafone new package, eventually proposing some potential partnerships, for three main segments in the market: Professionals, Retails and Construction. 21 teams have been created and later assigned to the different segments, among which one winner per category was chosen.

My team and I achieved the winning position in the Construction Category, thanks to an interactive and user-friendly platform: BUILDYourNet. The aim of the platform was to offer a unique and suitable solution able to satisfy all the needs investigated and identified after preliminary secondary and primary researches.

University Course: Product Innovation and Market Creation Meno dettagli

Brandstorm is L'Oréal unique business competition for students to unleash their creativity and apply ground-breaking ideas to one of L'Oréal's international brands and distribution channels. Since 1992 Brandstorm has given to more than 80,000 students worldwide the possibility to work on real life challenges and be coached by top L'Oréal executives.

Brandstorm 2016's challenge was to develop a disruptive digital strategy for La Roche Posay, coherently with brand values and commitments… Visualizza altro

Brandstorm is L'Oréal unique business competition for students to unleash their creativity and apply ground-breaking ideas to one of L'Oréal's international brands and distribution channels. Since 1992 Brandstorm has given to more than 80,000 students worldwide the possibility to work on real life challenges and be coached by top L'Oréal executives.

Brandstorm 2016's challenge was to develop a disruptive digital strategy for La Roche Posay, coherently with brand values and commitments, to attract new young consumers, between 15 and 25 years old, and build the new La Roche-Posay generation.

Final Result: Bocconi University Campus Final - December 10th, 2015
Group: Mind The Beauty

University course: Strategic Marketing and Marketing Plan - Module 1 Meno dettagli

The aim of the project was to undertake a full qualitative research to analyze consumers' perceptions about the concept of kiss and their approach to art and museums, and as a consequence develop a marketing strategy for the exhibition of Gallerie d'Italia dedicated to “The Kiss" by Francesco Hayez, hosted at the Palace of Italian Commercial Bank in Milan from November 6th, 2015, to February 21st, 2016.

University course: Understanding Consumer Behaviour - Module 2

The aim of the project was to provide a channel repositioning strategy for Prénatal and it has been divided into 3 steps.

During the first step, we developed a complete analysis of the competitive environment, applying Porter Five Forces Model, analysing the actual Positioning strategy (in terms of Price set and customers' perceptions) and the Customer portfolio, to provide the SWOT analysis and thus suggestions to improve the Marketing Mix.

During the second step, we provided… Visualizza altro

The aim of the project was to provide a channel repositioning strategy for Prénatal and it has been divided into 3 steps.

During the first step, we developed a complete analysis of the competitive environment, applying Porter Five Forces Model, analysing the actual Positioning strategy (in terms of Price set and customers' perceptions) and the Customer portfolio, to provide the SWOT analysis and thus suggestions to improve the Marketing Mix.

During the second step, we provided suggestions about the repositioning strategy regarding:
* Assortment breadth and depth
* Supply Chain
* POS (in particular, Megastores)
* Personnel
* Service efficiency
* Shopping experience

Finally, during the third step, we provided our final suggestions for the channel repositioning, emphasizing the passage from a mono-channel to a multi-channel strategy.
In this part, we dealt with issues regarding:
* Multi-channel and Multi-format management
* Shopping experience in a multi-channel environment
* POS (Green stores and Megastores)
* Online channel

University course: Channel Marketing Meno dettagli