Presentazione di PowerPoint

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The Tree Object research
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• Research target.
• New needs of post-industrial age.
• Expositive moments with typical festival
  features.
• Progressive spectacularization and
  internationalization.

La Pianta Oggetto dindagine
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The button Hypotheses

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• The exhibitions adopt relationship marketing
  strategies.
• The costs are a weakeness point.
• Loss of experts with the increasing of
  cooperatives.
• Logistic as a critic point.

Il bocciolo Le ipotesi
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The button Hypotheses
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5. Trend to incorporate external events. 6.
Outsiders vs great brands. 7. Product vs
producer. 8. Jury is internal. 9. Post-modern
actors are functional to the success of events.
Il bocciolo Le ipotesi
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The Tree Object research
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• Our research of creativity.
• Le idee non sono nostre, ma a cura nostra (T.S
  Eliot)
• La fine di tutto il nostro esplorare sarà di
  arrivare la dove siamo partiti e conoscere il
  luogo per la prima volta guardandolo con occhi
  diversi (D. De Masi)

La Pianta Oggetto dindagine
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The Bud Field research
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Vinitaly Little story

• 1967 Palazzo della Gran Guardia, technical,
  didactic and promotional function
• 1969 the manifestation become Vinitaly,
  promotional-commercial aspect
• 1988 Distilla appears at Vinitaly
• 2003 new slogan World Wide Wine -introduction
  of e-commerce
• -importance of internationality

La gemma Campo dindagine
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The Bud Field research
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Vinitaly Edition 2003 some numbers
3.856 exhibitors from 29 countries 128.467
visitors, 23.434 from 81 countries 30 daily
ticket 80 weekly ticket
La Gemma Campo dindagine
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The Bud Field research
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Veronafiere Edition 2003 some numbers
Sales proceeds 2002 53.883.500,00 Employees
108 Foreign departments 63 Exhibitions in
2002 29 Exhibitions in 2003 35 MQ sold 2003
618.056 Meteengs 2003 270 New work places
4.000 (EMECA data)
La Gemma Campo dindagine
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The Bud Field research
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Vinitaly
Side events

• Winebar del beregiovane
• Tasting express
• La Cittadella della
• gastronomia e dei prodotti
• tipici
• Grappa C. Tastino
• Vintour

La gemma Campo dindagine
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The Bud Field research
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Vinitaly Competitions

La gemma Campo dindagine
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The Bud Field research
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Vinitaly Communicative strategies

• Tastings an stands very
  accurates
• Exceptional advertising and testimonial

La gemma Campo dindagine
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The Bud Field research
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Salone del Mobile Little story

• 1958 IFI (Italian Furniture Impex)
• 1961 the birth of Salone del Mobile
• 1965 turning point

La gemma Campo dindagine
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The Bud Field research
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Salone del Mobile
Side events

• Immaginando Prometeo
• beLight
• onLight
• Earthly Paradise
• Seminari

La gemma Campo dindagine
Salone Satellite
Fuorisalone
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The Bud Field research
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Salone del Mobile Edition 2003 some numbers

• 1.479 exhibitors
• 400 Satellite designers
• 144.605 total squares metres of
  expositive area
• 189.622 visitors

La gemma Campo dindagine
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The Bud Field research
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La gemma Campo dindagine

• Compasso doro award 1987 - 1998
• Tagliacarne award
• 1997

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The Bud Field research
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Cosmit S.p.a. some numbers
Employees 40 Exhibitions in 2003 5
Communication charges 10 of sales
La gemma Campo dindagine
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The Flower Model
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EXTERNAL EVENTS
HIGH COSTS FOR VISITORS
TEMPORARY COOPERATIVERS
EXPOSITIONS MICROEVENTS
Il Fiore Modello
MIDDLE MANAGEMENT
MIDDLE MANAGEMENT
TOP MANAGEMENT
VERY IMPORTANT EXHIBITORS
MEETINGSEMINARIES
EXTERNAL AGENCIES
PRODUCERS
COMPETITIONS
SERVICES FOR VISITORS
LOGISTICS PROBLEMS
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How to cultivate the fruit Methodology
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• Scouting
• S.W.O.T. analysis
• Field survey
• Data analysis

Come si coltiva il frutto Metodologia
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The fruit Data analysis
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Hp 1 The exhibitions adopt relatioship marketig
strategies.

• Vinitaly
• Organizing partition
• Commercial and contact
• Promotion of side events and conventions
• The company stimulates the partecipation of
  cooperatives wine growers association and of
  operators only through personal invitations.

• Salone del Mobile
• Fidelity of exhibitors
• Invitation of great names relating with
  particular sectors
• Care of external public
• Shuttle service
• Invitations
• Importance of events comunications.

Il frutto Analisi dei dati
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The fruit Data analysis
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Hp. 1 The hypotesis is not verified
X
The organizations limit theirselves to send
information packages only to the exhibitors that
every year renew their presence The presence
of great names brings prestige to both events
Il frutto Analisi dei dati

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The fruit Data analysis
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Hp 2 Partecipation costs are a weakness point
for visitors.

• Vinitaly
• New marketing strategy through the ticket price
  raising
• For visitors it is too high
• For exhibitors there is a good relation
  quality/price.

• Salone del Mobile
• The price of the ticket is propotional to the
  number of entries
• Different prices for different publics
• There arent facilities during the entire week.

Il frutto Analisi dei dati
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The fruit Data analysis
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ü
Hp. 2 The hypotesis is verified

• Through this strategy of high price we can
  notice a particular care in economic interests of
  the organizations
• Creativity synthesis of
• Originality in creating events
• Rationality in conformig events to marketing
  plans by selectioning public

Il frutto Analisi dei dati

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The fruit Data analysis
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Hp 3 Promoting organizations lose the best
experts of their own sectors with the raising of
exhibitors cooperative enterprise.

• Salone del Mobile
• Creative cooperations of small companies
• Great names for expositive ways self-producted in
  own showroom.
• Neglect of Salone only for other kinds of
  exposition.
• Return to the Salone to give it back prestige.

• Vinitaly
• Exhibition place of comparison between big and
  small, national and international.
• The big have an own space to manage. The small
  stay in restricted regional places.
• Big flow of visitors but lacking selection of
  them.
• Poor recogniction by the company and poor
  reception of the message.
• The big create events more fixed on a specific
  target

Il frutto Analisi dei dati
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The fruit Data analysis
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Hp. 1 The hypotesis is not verified
X
Neglect of exhibition by the most important
companies is only due to an exact marketing
choise Find more suited spaces to bring on
their own communication strategu to present as
well as possible their own products.
Il frutto Analisi dei dati

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The fruit Data analysis
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Hp 4 Logistic as a critical point.

• Vinitaly
• Bigger and more central pavilions for the most
  important companies.
• More peripheral pavilions to the rregions in
  which find place the smallest comnpanies.
• Crowding, dispersion and caos.

• Salone del Mobile
• Partition in pavilions dedicated to the different
  forniture style classic, modern, design
• Presents a difficult to understand signalling of
  pavilions, but by public it recieve only positive
  judgements.
• Salone Satellite well organized, creative and
  innovative
• Cosmit tries to satisfy all the expositors.

Il frutto Analisi dei dati
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The fruit Data analysis
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Hp. 4 The hypotesis is verified Vinitaly
Hp. 4 The hypotesis is not verified Salone del
Mobile
ü
X
This kind of organization, permit to visitors to
identify the expositive companies by their place
of origin. But the inner logisitc results
lacking, bringing confusion and caos, negative
for the exhibitors.
Il frutto Analisi dei dati
Creativity used in the disposition of inner
areas, like Satellite shows, and in the all
organization, dissuaded the attention from all
the little problems caused by the broadness of
exhibition.

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The fruit Data analysis
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Hp 5 Both Vinitaly and Salone del Mobile tend
to incorporate and absorb places, external events
that become part of the exhibitions

• Vinitaly
• Services for the territory
• Offer differentation with external and parallel
  initiatives.

• Salone del Mobile
• Exhibition didnt inglobe any external event
• Side events are projected by Cosmit to increase
  creativity in exhibitors

Il frutto Analisi dei dati
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The fruit Data analysis
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Hp. 5 The hypotesis is not verified
X

• Side initiatives are exclusive projects of both
  organizations
• Tendency to create side initiatives to multiply
  the offer and to get to an ecclectic public
• Creativity synthesis of
• Originality in creating side events
• Rationality in conformig events to marketing
  plans making a selection of the public.

Il frutto Analisi dei dati

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The fruit Data analysis
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Hp 6 Both Vinitaly and Salone del Mobile pursue
with different ways the aim to show up the
outsiders of their own sectors at the cost of
losing the most important names.

• Vinitaly
• Emergents dont have an own space, but the
  division follows geographic rules
• Great names are always present and they have
  always a better treatment

• Salone del Mobile
• Emergents as source of new ideas and trends
• Creation of Salone Satellite as a place of
  experimentation and innovation
• Exhibition gives visibility either emergents or
  great names allowing a continuous comparison

Il frutto Analisi dei dati
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The fruit Data analysis
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Hp. 6 The hypotesis is not verified
X
The choise to be present for the great names is
based exclusively on exact marketing plans,
disposability of places and budjet. Emergents
derive benefits from big names.
Il frutto Analisi dei dati

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The fruit Data analysis
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Hp 7 The protagonist of both exhibitions is the
product not the producer

• Vinitaly
• Research of beaty.
• Promotion of the brand through
• the praise of the product.
• Research of quality.

• Salone del Mobile
• The product has to be the most possible original,
  refined and imaginative.
• Awakening of the
• sense of touch.
• To create an identity through stimulating
  products.

Il frutto Analisi dei dati
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The fruit Data analysis
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Hp. 7 The hypotesis is verified
ü

• The product is the protagonist
• Raising of features become invisibles because of
  e-commerce
• High aesthetic value indispensable to satisfy the
  new customer

Il frutto Analisi dei dati

• Products are touchable display of
• Fantasy in creating a strange object and a
  peculiar packaging

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The fruit Data analysis
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Hp.8 The actors of the juries for the
competitions are inner proffessionals of the
event organization

• Salone del Mobile
• Selections award the care of quality and
  innovation of the products.
• The actors of juries are representatives of this
  sector so they are qualified and exrnal to the
  event organization.

• Vinitaly
• Awarding of care through the quality and the
  immage of the products.
• Professionalism, credibility and competence of
  juries actors.

Il frutto Analisi dei dati

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The fruit Data analysis
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Hp. 8 The hypotesis is not verified
X
The aim of competitons is the promotion of the
wine and design image all over the world
Il frutto Analisi dei dati
CREATIVITY Competition and comparison stimulate
the creation of new ideas and award quality and
functionality

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The fruit Data analysis
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Hp.9 The post-modern urban actors are functional
for the succes of the events

• Vinitaly
• Glamour and history of Verona praise the
  exhibition and attract new visitors
• Crawd brings to the congestion of the city
• The disorganization of infrastructures minimizes
  the artistic beauty of the city
• Institutions and local sensibility brake the
  event and they dont understand the importance
  for the city.

• Salone del Mobile
• Milano is a crossroads of varied trands, country
  of fashion and design
• During the exhibition Milano changes becoming a
  mix of fashion, art and culture
• Importance of Fuorisalone microevents award
  creativity and multiply design offer

Il frutto Analisi dei dati

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The fruit Data analysis
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Hp. 9 The hypotesis is verified
ü

• To exploit deserted industrial units to stage
  exhibitions
• To flood the streets of the city with microevents
• Genius of a fashion metropolis like Milano
• VS
• To count only on the beauty of the city
• Lack of infrastructures, transports and
  accomodations
• Faults of a city not yet post-industrial like
  Verona

Il frutto Analisi dei dati

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The juice Conclusions
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Il Succo Conclusioni
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The juice Conclusions
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• Cosmit presents some aspects referable to
  creativity.
• Veronafiere presents less creative aspects.
• But
• Vinitaly is in a phase of transition and renewal.
• His organization is based on network.
• Inside the network there is a knot more creative
  than the others.

Il Succo Conclusioni
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Case study ARSIAL
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The pulp Case Study ARSIAL
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• ARSIAL is the most dynamic and innovative
  network knot.
• ARSIAL is Agenzia Regionale Sviluppo
  Innovazione Agricoltura Lazio
• ARSIAL took care of the staging and the
  communication of Lazios stand

La Polpa Il caso ARSIAL
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The pulp Case Study ARSIAL
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• Given
• The spread of communication mix and the
  communication market oriented
• Supposing that
• The agency uses strategies of integrated
  communication
• From the interviews has come out that
• ARSIAL believes in integrated communication to
  promote typical products

La Polpa Il caso Arsial

ü
The hypotesis is verified
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The Pulp Case study ARSIAL
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• Given
• The importance of the beauty in the
  post-industrial society.
• The importance of visual communication for the
  corporate image of a company.
• Supposing that
• The company plans a strategy of visual
  communication coordinated.
• From the interviews has come out that
• Visual communication has transmited a new image
  of Lazio.

La Polpa Il caso Arsial
ü
The hypotesis is verified
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The Pulp Case study ARSIAL
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• Considering that
• The big inventions of this period are of process
• The innovative combination of already existing
  elements is an exemple of a creativity process.
• Supposing that
• The team shows creativity in his activity.
• From interviews has come out that
• ARSIAL has interpreted in a new way the presence
  of Lazio at Vinitaly.

La Polpa Il caso Arsial
ü
The hypotesis is verified
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The Pulp Case study ARSIAL
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• Considering that
• Now is the society that elaborates new needs
• Each companies have to know this needs to get its
  target.
• Supposing that
• The market research is functional to the good
  result of the event.
• From interviews has come out that
• ARSIAL does activity of market research.

La Polpa Il caso Arsial

ü
The hypotesis is verified
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The Pulp Case study ARSIAL
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• Considering
• The progressive adoption of organizing models
  more flexibles
• Supposing that
• Inside ARSIAL there is a getting over of
  hierarchical rigid organization.
• From interviews has come out that
• In the meetings the hierarchy is got over and
  abilities are excited

La Polpa Il caso Arsial
ü
The hypotesis is verified
45
The Pulp Case study ARSIAL
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• Given
• The holistic process
• Supposing that
• ARSIAL promotes and organizes international
  entreprises.
• From interviews has come out that
• The company is moving on an international level
  to promote Lazios wines.

La Polpa Il caso Arsial
ü
The hypotesis is verified
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The Pulp Case study ARSIAL
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• Considering
• The increas of attention in quality life.
• Supposing that
• Agroindustrial companies work to improve products
  quality.
• From interviews has come out that
• ARSIAL makes a selection among wines to promote
  in its initiatives It increases competition and
  improves the quality

La Polpa Il caso Arsial
ü
The hypotesis is verified
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The Pulp Case study ARSIAL
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• ARSIAL results creative because
• Made Vinitaly spectacular
• Faced in a new way the conditions of the
  exhibition
• Faced in an innovative way inner communication
• Adopted a strategy of integrated communication
  and market oriented
• Has a flexible structure even if is a public
  company

La Polpa Il caso Arsial
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