Autore
Viviani, Debora

Titolo
Dalla tradizione ai Functional Foods. Il caso Barilla
Periodico
Micro & macro marketing
Anno: 2012 - Volume: 63 - Fascicolo: 3 - Pagina iniziale: 443 - Pagina finale: 460

Today there is a more general perspective of well-being, in whichhealth is imposed as a social obligation, as individual work to get continuousimprovement. To meet these new consumer trends in terms ofself-care and privatization of health, many Italian companies have createdproducts (Functional Food - Foshu) which, added in the laboratorywith specific active ingredients, influence the state of health, preventdisease and allow to maintain the well-being. This work aims to analyzethe marketing strategies implemented by Barilla for its line of functionalfoods Alixir. Specifically, we will analyze the traditional communicativedynamics of Barilla, with the tools and techniques to promote this productline. The basic idea is that the dynamics implemented for the promotionof products Alixir, follow the needs, desires and demands of society.Barilla explicit what the subject daily lives and values that characterizeour society: individualism, pleasure and pursuit of perfection.



SICI: 1121-4228(2012)63:3<443:DTAFFI>2.0.ZU;2-B
Testo completo: http://www.mulino.it/download/article/10.1431/38824
Testo completo alternativo: http://www.mulino.it/doi/10.1431/38824

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