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Pandoro cake: how to become a mass marketer from a local market

Pandoro cake: how to become a mass marketer from a local market This case study refers to the details of Bauli, one of the best‐known Italian companies in the confectionery industry's history. In particular, the analysis shows that, in this case, first of all, quality then specialisation and innovation for change have led the organisation to market leadership. The case is structured in three parts. The first sketches out market data about Bauli and direct competitors in different products. The second gives some information about the famous Pandoro cake to underline the typicalness of this traditional recipe. The third introduces Bauli, giving trade information, describing vicissitudes of the firm from its very beginnings, and discussing different key factors of success. Concludes that the tale of this company is similar to many others that have now grown up and out from their local trade areas, and have increased their market share to achieve leadership in their sectors. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Pandoro cake: how to become a mass marketer from a local market

Paola Signori
British Food Journal , Volume 106 (10/11): 8 – Oct 1, 2004
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References (3)

Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0007-070X
DOI
10.1108/00070700410561342
Publisher site
See Article on Publisher Site

Abstract

This case study refers to the details of Bauli, one of the best‐known Italian companies in the confectionery industry's history. In particular, the analysis shows that, in this case, first of all, quality then specialisation and innovation for change have led the organisation to market leadership. The case is structured in three parts. The first sketches out market data about Bauli and direct competitors in different products. The second gives some information about the famous Pandoro cake to underline the typicalness of this traditional recipe. The third introduces Bauli, giving trade information, describing vicissitudes of the firm from its very beginnings, and discussing different key factors of success. Concludes that the tale of this company is similar to many others that have now grown up and out from their local trade areas, and have increased their market share to achieve leadership in their sectors.

Journal

British Food Journal – Emerald Publishing

Published: Oct 1, 2004

Keywords: Confectionery; Italy; Internal markets; International marketing; Christmas; Easter

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