How Gigante Supermarkets’ Made in Italy brand thrives globally
Il Gigante Supermercati, Italy’s leading large retail store brand, entrusted us with the ambitious project of creating a new brand for exclusively food and medium-high positioning private label products (MDD).
The goal was to develop a product line that would enhance the local distinctiveness of Italian products, but without being immediately traceable to the Gigante‘s brand, so that it could be distributed outside its network of stores.
Our role as strategic consultants was critical to the internationalization of the brand, and we worked side by side with EDEMPG, which oversaw the creation of the brand and packaging.
Project Goals
- Create a new distinctive brand: develop a brand that would express the connection between the territory and the typicality of the products that are part of it.
- Medium-high positioning: create a product line perceived as exclusive, capable of attracting consumers seeking quality, typicality and authenticity.
- International expansion: making the brand available in global markets as well, leveraging both traditional offline channels and the potential of digital.
Our solution
Assaggi e Paesaggi is born, a brand that combines the concept of savoring typical Italian products with the charm of the landscapes from which they come. The brand name and packaging were designed by EDEMPG to convey the authenticity of territorial provenance and, of course, Made in Italy, through evocative images of the products’ places of origin.
At the same time, our strategic input focused on internationalization strategy and brand expansion in global markets. We developed an integrated strategy, with a combination of offline and online distribution:
- Offline: participation in international trade fairs, direct contacts with distributors and buyers, and organization of special events to launch the brand in foreign markets.
- Online: to meet the need for rapid expansion, we chose to integrate Tastes and Landscapes on the Alibaba platform, one of the most influential global e-commerce platforms, to reach consumers in Asia, the United States and beyond.
Collaboration with Alibaba
A key part of our strategy was the activation of the partnership with Alibaba, which provided the brand Assaggi e Paesaggi with global visibility. The move through Alibaba has enabled the brand to be visible to an international audience, facilitating entry into key markets such as the United States, the Far East, the Middle East and the Southern Continents of the globe. In fact, more than 230 countries are virtually reached through Alibaba.com’s platform
Extraordinary results
- Exponential growth in sales: Tastes and Landscapes has rapidly gained significant market share both offline and online.
- Geographic expansion: thanks to its presence on Alibaba, the brand has seen a sharp increase in sales, boosting its visibility and reaching new global consumers.
- Consumer loyalty: clear positioning and a smooth shopping experience have enabled consumer loyalty, both online and offline.
An example of effective export
Assaggi e Paesaggi is the perfect example of how targeted strategic consulting can make a difference in exporting. The key to success has been the ability to combine tradition and innovation, using modern tools such as Alibaba to enhance Made in Italy and reach new global markets.
If you too would like to take your products to international markets, contact us for a personalized consultation: together we can create a winning export strategy for your brand.
Project details
- Market Analysis
- Brand development
- Positioning strategy
- Packaging design
- International expansion
- E-commerce integration (Alibaba)
