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BARILLA

BARILLA. The firm born in Parma signed the history of Italian families in the last century. Pietro Barilla had the great intuition: transforming the humble pasta into a cult food, the symbol of genuine life. . Le origini, 130 anni fa

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BARILLA

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  1. BARILLA The firm born in Parma signed the history of Italian families in the last century. Pietro Barilla had the great intuition: transforming the humble pasta into a cult food, the symbol of genuine life.

  2. Le origini, 130 anni fa • In 1877 Pietro Barilla opens his first bakery in Parma, the land of mills and wheat. • The ambitious entrepreneur wants its bakery to become a real firm. • In 1905 he produces 25 quintals of bread and pasta. • Three years later he’s in Rome during the Esposizione Internazionale dell’Industria Moderna.

  3. In 1910 the family opens the first non-stop production emplying 80 workers. • The famous brand name Barilla was born.

  4. The importance of marketing and advertising communication become a priority since 1916 • They get to overcome the strong economic difficulties between the two wars.

  5. To increase sales, Barilla points since the beginning on • QUALITY • ADVERTISING

  6. In 1950 Pietro Barilla goes to America to study marketing and he falls in love with tv ads.

  7. Carosello • Since the end of the 50’s Pietro Barilla chooses famous italian actors and directors as protagonists of his advertisements

  8. During the era of economic boom, Italians buy products not because they are necessary, but as objects of their status symbol. • Women have more time for themselves and their image is now transformed.

  9. Women change • The old housewife becomes a modern woman taking care of her house and children, but also of herself. She has therefor less time for the house!

  10. Pietro Barilla adresses to a modern emancipated woman who wants to cook healthy food for her family.

  11. The crises in the ’70 Pietro Barilla is obliged to sell his industry to the american multinational enterprise Grace

  12. In 1979 Pietro Barilla succeds in re-buying the firm. • Today Barilla represents 25% of the american market.

  13. Another key word: TRADITION

  14. The slogan : • “Dove c’è Barilla c’è casa” in Italy • “The choice of Italy” in the States • “Les pâtes préférées des Italiens” in France

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