Welcome back to the pLAYmARKETING blog! Following our previous interview, where our Gianni Vacca shared two success stories of market research conducted in collaboration with Notari Ricerche, today we delve into two projects carried out for B2C companies — business-to-consumer.
Market Research for B2C
Gianni, here we are with a new session in which you’ll tell us how the market research done by Playmarketing by 1816 and Notari Ricerche supported two B2C companies.
“Exactly. Today we’ll discuss the projects we undertook with Galbusera, a historic food company specializing in pastry since 1938, and Mottolino, a tourist resort in Livigno, a renowned location in Valtellina popular both in winter and summer. Before we begin, I want to stress that the survey methods, market research, data analysis, and client support we use are the same as for B2B companies. The only difference is the market sector our clients belong to; the techniques are the same.”
Great. So, how did the collaboration with Galbusera start? What did the company need when they turned to Playmarketing and Notari Ricerche?
“We all know Galbusera: it’s a very well-known confectionery brand, not only in Italy but also abroad. The excellent quality of Galbusera products makes it one of the most appreciated baked goods brands in our country and a source of pride for Valtellina, where the company was founded in 1938. At a certain point, Galbusera felt the need to rethink and ‘redesign’ the identity of their Cuor di Forno stores. For those unfamiliar, Galbusera operates primarily through large retail chains but also owns stores — currently in Lombardy and Veneto — where exclusive products and factory outlet discounts are available. Initially, Cuor di Forno stores were only found in a few locations, mainly factory outlets with traditional Valtellina products, unrelated to the Galbusera line and the world of sweets.
Brand Positioning and Market Research Methodology
Consequently, we tackled a key topic: focusing on the brand positioning of the stores. This enabled Galbusera’s efficient marketing department, besides focusing on retail and end consumers, to rely on specialized support for a study on the perception of the Cuor di Forno brand and a potential rebranding of the stores.”
Playmarketing by Osm1816 and Notari Ricerche stepped in with targeted market research to:
- understand the store positioning in today’s market,
- identify future trends for new development opportunities.
What happened during and after the survey and market research for Galbusera? What were the results achieved?
“We interviewed end customers of the stores — private individuals who shopped in-store — to understand their expectations, desires, and possible dissatisfaction. A method we used to gather real feedback was direct phone interviews (using CATI technology). We also included research on customers who had stopped visiting the stores, using CAWI technology with online surveys. Qualitative analyses provided insights into customer needs, expectations, and demands. The results allowed Galbusera’s internal marketing department to get the answers they needed. Based on these findings, we integrated a dedicated full-time resource to work on store development and brand repositioning to strengthen the brand. Communication strategies were also organized to reinforce brand identity.
As we did in previous projects, a member of our team worked alongside Galbusera’s to monitor the marketing action developments for the stores. Upon reaching the point of discussion with Galbusera’s board, we agreed it was time to transfer the work method, documents, and everything needed to continue independently, equipped with the appropriate knowledge based on valid statistical data.”
The results achieved for Galbusera included:
- creating a specific strategy for the stores, which increased in number after the market research we conducted with Notari Ricerche;
- support during Galbusera’s phase of acquisitions and development, ensuring the Cuor di Forno brand was retained along with the project’s design curated by us.
“In conclusion, I’m proud to say we are very pleased to have contributed to Galbusera’s corporate development. The Galbusera case also reflects our specialized work: speaking the same language, supporting special projects, building their foundations, and adapting to meet specific needs. Ultimately, our job is to study the project in its uniqueness, adjusting to allow growth.”
A remarkable job for a well-known Italian company like Galbusera. What’s the second case you want to tell us about, Gianni?
Case Study: Mottolino Resort’s Brand Positioning
“I’m delighted to talk about our successful collaboration with Mottolino (mottolino.com). Mottolino offers ski lifts, shops, a ski park, lodges, après-ski venues, restaurants, cycling trails, and more fun activities in Livigno, one of the most beautiful and well-equipped resorts in Valtellina. Livigno sees significant tourist traffic year-round, not only in winter. In this season, however, 80% of tourists are foreigners. In summer, Italian and foreign tourists are about equal. The COVID-19 pandemic, of course, changed things, introducing new habits and travel patterns. Tourism has evolved somewhat over the past two years.
The starting point for our market research for Mottolino was to assess how the company’s marketing investment in Mottolino’s identity resonated with customers. Essentially, we wanted to understand how customers perceived the ‘fun’ concept, which has always been Mottolino’s DNA, both on the snow and in summer.”
The premise is clear. So, what work was done for Mottolino? What actions were taken following the market research?
“We followed a similar process to other cases we’ve discussed. We conducted a survey, followed by market research targeting two groups: travel agencies and private customers, as Mottolino’s activities interact with both groups. The data we obtained was then shared with management. We collaborated with Mottolino’s marketing team, who were guided by our team in developing the marketing plan and a growth path. I’d like to emphasize an interesting point: during our research, we discovered some truly surprising, unexpected data, which provided fertile ground for refining certain fundamental aspects of Mottolino’s marketing and development.”
The outcomes of our work for Mottolino were:
- verifying brand positioning against the marketing team’s communication efforts,
- identifying future trends and making improvements.
Concrete actions implemented for (and with) Mottolino included:
- developing strategic guidelines and projects,
- implementing new ideas based on the tourist market in which Mottolino operates.
Three years after the initial market research, we, Playmarketing and Notari Ricerche, conducted another round of research for Mottolino. This activity proved extremely valuable: the data obtained fits a specific time frame, as the market and preferences continuously evolve. It’s worth repeating, especially in a world with constantly changing habits: data obtained from today’s market research won’t be the same a few years from now!
Thank you, Gianni, for clarifying how market research works. Is there anything else you’d like to add?
“Over the years, we’ve conducted over 60 market research for B2C projects with Notari Ricerche, our invaluable technical partner, as well as independently. I’d also like to mention another key partner, the translation agency Studio Tre, and the impeccable work of their expert native speakers specialized in the field. One of the essential requirements of a good survey or market research is to have translations as accurate as possible since the initial design phase — the questions posed — is at the core of the entire project. When entering a foreign market, correct translation is crucial. It’s never redundant to emphasize that a poorly done or overly didactic translation can compromise the work and give an incorrect image of the company.”
To better understand how to plan a company’s future based on statistical data and not solely on experience, request a free initial consultation. Contact the pLAYmARKETING team here!
