Mid Review

Product Strategy

Group 8

11.05.22
Our Team

Igor Duplat Meghana Reddy Ziyuan Jiang Souvik Mukherjee

Business Design Luxurt Brand Management Visual Brand Design Visual Brand Design
 Barilla BluRhapsody
Founded in 1877 Barilla has more than 2,000,000 tons Founded in 2016 BluRhapsody pasta collection
of products accompany millions of people during becomes a sensorial experience, a masterpiece
moments of consumption throughout the day. drawing inspiration from nature and art.

High quality products at a low price High price, high quality

Good taste Creative recipes can be created with it
The first choice for cooking pasta New Technology
Basically we can buy in our country Premium products
Short and simple video recipes are useful
Market Positioning - Barilla
Market Positioning - BluRhapsody
Market General

Total food industry revenue $4451.1 Billion

43.26% 56.74%
Package food industry Service food industry

Growth rate Growth rate

5.2% 10.3%
Allied Market Research, 2021 Fortune business insights, 2020
Food Trends

Bigger revenue and growth rate due to :

Consumers now valuing experience with the
product.
The younger generations like to build an
experience and have a story to tell.
Best Practice

Not a very commercialised sector

FoodInk
Exclusive restaurant completely equipped
with 3D printed food to cutlery and furniture.
Travelling restaurant where they went to
major cities around the world.
Target Market
Being a very Italian brand, it would be best to
target the European market concentrating on
key locations such as,

Key location
Paris
Milan
Berlin
Rome
Zurich
London
Brussels
Rotterdam
Bordeaux
Amsterdam
Marseille
These locations have the most number of
consumers who are more open to experiment
and value experience.
Goal : ReBranding of BluRhapsody

Barilla has a strong BluRhapsody is a very With the growing food

presence in the packaged niche product and is not trends of experience around
food industry. something that would sell food, BluRhapsody would
off the racks have more success in the
service platform.
EXPERIENCE ON WHEELS
CONCEPT 1
We would have a pop up restaurant featuring the
BluRhapsody pasta. These pop ups would be at
select locations for limited time and pre-booking
slots would be necessary. There would be
display of the machine and the pasta being
printed on site.

The pop-up would be in locations such as,

Brera, Milan
Markthal, Rotterdam
Soho, London
COLLABORATIONS
CONCEPT 2
Customized Pasta
Many people look for exclusive
customisation in all aspects on special
events
Collabarating with cateres we could provide
customized pasta to cater to their events.
It could be for product launches with pasta in
the shape of their brand logo.
These pasta can be even customized to fit in
dietary restrictions, to gluten free to vegan
options.
Travel with BluRhapsody

Many people have meals while they

are travelling.
Collaborating with Luxury/Business
class airlines and 1st class coaches of
railways we can offer meal solutions.
These meal solutions can come with
smart packaging and easy cooking
options and be served to the more
niche travelers.
Barilla + BluRhapsody

BluRhapsody is a very niche and premium product.

It only caters to a select clientele and limited
personas.
Barilla on the otherhand is a very homely brand.
"Dove c’e’ Barilla c’e’ casa"
Trying to connect Barilla and BluRhapsody.
LITTLE DISCOVERY
CONCEPT 3
Little discovery

Barilla being a very known and consumed

brand, it seems natural to take advantage
of their reputation
Create awareness around BluRhapsody.

The concept:
Putting a 3d printed pasta into some boxes (1/50).
Every person who end up finding one in his box, will
also be gifted a small flyer explaining the
BluRhapsody philosophy, receipts and instructions
about their small gifted pasta.
 Mid Review
Thank you
for listening!

11.05.22
Group 8
BIBLIOGRAPHY

FORTUNEBUSINESSINSIGHTS LINK
ALLIEDMARKETRESEARCH LINK
R3DY