Group 5 –
Brand Management
“A NATURAL BOND”
Gregorio Guerzoni
BEYOND WATER, TOWARDS PEOPLE
Antonia Nell
Luca Famularo
Rachele Raggi
Elena Moratelli
First, a bit of history of Ferrarelle

Ferrarelle was founded in 1893 by Doctor Giuseppe De Ponte in Riardo

It is an effervescent mineral water with 100% certified natural bubbles, which contains important
minerals thanks to its slow path through volcanic and carbonate rocks in the Riardo (CE) area

Ferrarelle is now owner also of Santagata, Natia, Boario, Fonte Essenziale, and Vitasnella

Ferrarelle built distinct positioning in a more premium category, and it is in the 5 top
brands in Italy (2,5% market share), fragmented market → 250 water brands
7
11
16.5
Million
Euros
205
Million
Euros
Product
Certifications
Countries
of Export
EBITDA
Net
Turnover
Identity
Mission
Use r-PET bottles and
raise awareness
amongst consumers​
Color
Red + Green
Vision
Become 100% sustainable and
promote a -1 impact world​
Unique water,
lively and healthy
Product
Naturally sparkling
mineral water​
Brand
Circle
Logo
Concept
Name
Ferrarelle
Neither still, nor
sparkling, but Ferrarelle
Brand Concept
No water is like Ferrarelle:
a miracle of nature that
combines taste and wellbeing
15 km
underground
path 30 years
long jurney

Ferrarelle is not regular mineral water, it's extravagant and unique. It’s
tastier than other waters and it is the ideal one for your well-being

It packs both flavor and well-being in a bottle of water thanks to its
effervescence and minerals combination

It’s the only water coming from a volcano, its effervescence is delicate and
gentle, as not to disturb the palate, in perfect balance with its dissolved
minerals

With its 1500 mg/l of bicarbonate, Ferrarelle is perfect to accompany
every meal and it helps the body in the digestion process.

It contains 48 mg/l of potassium, which contributes to the well-being of
the muscular and nervous systems, it contains 84mg/l of silica, a mineral
that strengthens the joints and makes the skin more elastic, and 400
mg/l of calcium, essential for teeth and bones
«Be different, be healthy,
buy Ferrarelle at your
closest grocery store »
Target Group
Consumption at home
«Conquer all the Italian families»
Consumption outside of
home
Adults:


Adaptive consumers  satisfaction of physiological and convenience needs
Health-conscious people  integrate mineral salts and vitamins necessary
in the diet (18-34; 65+)
B2C Market


Sports people  they use water to make up a balanced diet (18-34; 35-64)
Sophisticated people  naturalness and composition that characterizes
them. Also, the consumption of a structured product (18-34; 35-64)

Parents  attention to the format, suitable for their children (35-64)
Children (0-9 years of age)  reachable with the new mini formats
B2B Market
Premium Ho.Re.Ca
Price/Quality, Compositionm, Sustainability, Health
(X)
Positioning Map
-1,5
1
Evian
0,5
Sant Anna
0
-1
-0,5
0
0,5
1
1,5
2
Premium Positioning
Improvement in P/Q - Ratio
-0,5
-1
Coop
-1,5
-2
Packaging and Advertising (Y)
and further Product-Related
attributes recommended
Value Chain
Value Proposition
Construction
Sources of Value
•
High attention towards
•
•
environment
 Market Shares: 2,5%
Italian character & strong
 Nowadays present in more than 40
bond to gastronomic
countries
tradition
•
Unique water:
Composition & Taste
•
Distribution
natural resources & the
•
Strong Brand Awareness &
Communicate Value
•
Packaging: Recognizable/
red label, colours of Italian
flag
•
Advertisement: Well-aligned
strategy towards broad
“neither sparkling nor still“ – clear
target range (through
differentiation from other brands
different channels)
Premium Price Segment
Value Delivery
“The water
of the
Italians”
WHAT’S INSIDE?
Red and green colors
50% R-PET  4 different sizes
Glass 5 different sizes
Maxima  4 different formats
Easy to carry packaging
Elegant and modern design
Ferrarelle delivery service
Different packaging for
different targets
BRAND LADDER
Main certifications are:
•
•
•
National Sanitation Foundation (NSF)
British Retail Consortium (BRC)
International Food Standard (IFS
Emotional Benefits
International Organization for
Standardization (ISO)
Product Benefits
Special
Occasions
Consumer Benefits
•
Naturally effervescent: they
present a quantity of carbon
dioxide (CO2) in its natural
•
Product Attributes
Armonic relationship with the
environment
•
Ability to provide differentiating
organoleptic properties
Water
Treatment
status, which is not added in any
way during the production process
Source
Bottling
PRODUCT CIRCLE
Research:
Every week there is an analytical check of the
water in the subsoil. Constant monitoring of
the level of mineral salts present in the soil
by sampling some portions of the same. 8,5
Schematic section of SE groundwater deep circulation and RMW recharge and
minearlization. Stratigraphical data are acquired from Capelli et al., 1999
milions euros spent yearly on R&D
Package Design:
Simple and Aesthetically pleasing. The
green color reminds of nature and
sparklingness. The color red brings high
attention to the label
Brand Development:
Continuos search of new market segments
and entry in foreign markets. Expansion in
Functional Design:
Italy always growing. Turnover = 204 million
Various types of water bottle formats are
euros (+3.3% of liters of water sold). Ebitda
available, ranging from 250ml to 1.5lt.
= 16.1 million (+5.5 million euro)
Portability is also very important to Ferrarelle
BRAND NODES
Monopoly
Global Awareness
Special Occasions
like restaurants
Italy
Every-Day use
Sharing
Vending Machines
Hospitals
Schools
Public
Places
Family
BRAND EXTENSION
LINE EXTENSION
CATEGORY BRAND EXTENSIONS
• Maxima is a new version of the Ferrarelle
Masseria delle Sorgenti is Ferrarelle Group's organic
Group's extremely sparkling water
farm located in Parco Sorgenti Ferrarelle, in Riardo,
bottle.
and it is dedicates on the production of healthy and
• The company recently launched this new
type of water through an advertising
tv campaign.
organic products (Evo Oil, Pasta and Honey)
PARTNERSHIP & SPONSORSHIP
Ferrarelle has always been committed to supporting
important Italian art institutions such as La Scala
theatre but also student education through its
partnership with Bologna Business School
CONCLUSION
Unique concept
 Product in an almost separate water category
 Addressing certain pain points with special &
unique composition in minerals
>>At the same time standing out with great taste
and suitability on any occasion/situation<<
Beneficial for everyone
 Targeting Consumers on both B2B and B2C Level
OoHome and Home Consumption
Catering a Premium Segment
Coming from …
Strong Value: “The Water of Italians”
Strong level of brand awareness
through several brand nodes coming
down in a great network
Different advertising funnels:
Extension of the brand as well as
partner- & sponsorship
THANKS FOR
YOUR ATTENTION