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Giovanni Rana in the USA

Giovanni Rana in the USA. Presentation May 2006. AN INTRODUCTION TO GIOVANNI RANA. Giovanni Rana Story. Rana S.p.A. is a family run company to this day, across two generations. It all started in the early 60’s in Verona, where

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Giovanni Rana in the USA

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  1. Giovanni Rana in the USA Presentation May 2006

  2. AN INTRODUCTION TO GIOVANNI RANA

  3. Giovanni Rana Story Rana S.p.A. is a family run company to this day, across two generations. It all started in the early 60’s in Verona, where Mr. Giovanni Rana worked as a delivery boy in his father’s bakery. When delivering products to the various customers, he noticed the increased popularity of fresh filled pasta which was being sold through these local Delicatessen shops. This gave him the idea to start his own business with the manufacture of fresh pasta. Traditional recipes were followed so as to obtain the best quality and results. This has turned out to be the most successful business and satisfactory for the ever busier working families of this era.

  4. The Vision Quality and consistency were Giovanni Rana’s key words. He devised dedicated bespoke equipment to produce filled pasta on the site where the main plant now stands and became the father of the modern fresh pasta production. The plants follow this ethos to this day, delivering highquality and quick to preparemeal solutions that follow the consumer trends and requirements . His presence today plays a major role in development of the brand throughout Europe and, now, the USA!

  5. The Rana Group Today

  6. Rana in a snapshot • Founded in Verona by Giovanni Rana in 1965. • Giovanni Rana still runs the company along with his son Gianluca. • Technology competitive advantage: Giovanni Rana invented the machines to make filled pasta and owns the patents. • Market leader in Italy with a 40% market share. • Market leader in Spain with 20% market share. • 2nd player in France (2nd biggest market in EU) with 15% market share. – the only brand that grows! • Exclusive supplier for Sainsbury’s own label in the UK (it accounts for 26% of the UK pasta market). • Market Leader in Sweden and Luxembourg where high quality is appreciated. • Over MM$250 sales, with more than 48,000Tons of product manufactured yearly.

  7. Company Mission • Our Mission is to be the leader in the fresh pasta market. • Leader in quality- we only use the best ingredients available on the market. • Leader in innovation- every year we launch new innovative products. • Consumer respect- highest attention to quality standards and systems and no use of colorants nor preservatives.

  8. Why Fresh Pasta? Fresh pasta today means having a ready meal in minutes for all the family. • It’s refrigerated and therefore can be made with the best ingredients, therefore high quality. • The pasta is made with fresh eggs. • It has up to 60 days shelf life from production. • It’s soft and can be cooked in a few minutes. • The filling is full of flavour and taste therefore not requiring much sauce. • Actually the best way to taste fresh filled pasta is with just a little butter and sage!

  9. Why Fresh Pasta? Fresh pasta can be filled or unfilled and many different meals can be quickly prepared:

  10. Why Fresh Pasta? Many kinds of Fillings can be used: • Blue cheese and nuts • Mushrooms • 4 cheeses (“Alfredo”) • Chicken and bacon • Tomato and Mozzarella • Cured Ham • Meat • Bolognese • Veggies…

  11. Why Filled Pasta? • Filled pasta is a modern way to solve the ‘’meal issue” easily and quickly. • Filled pasta, has the taste inside, does not require complicated sauce preparations. • You don’t necessarily need a sauce to season the pasta: just a hint of butter or oil make it a great treat for all! • Good for all seasons, prepared as a salad with vegetables.

  12. A solution to the “ meal issue” Rana is investing so as to be in the postion to give consumers easy solutions for a quick, good, tasty and healthy meal. Filled pasta is the best solution: FAST: It cooks in 3’-4’ EASY: Just boil it! GOOD: Great taste, even with no sauce TASTY: The filling fills your mouth HEALTHY: Balanced meal, Mediterranean diet

  13. RANA holds the key for Partnership success • Strong company • Performances • Innovation 1 2 3

  14. S.G.L. Verona Gaggiano Milano Borgo Val Sugana Pavia Brescia Mendoza Argentina Filled pasta Durum wheat pasta Ready Meals Lasagne Vegetables Sauces Filled pasta Unfilled pasta Gnocchi Company Facts 1 Rana has today 6 modern plants in Italy and Argentina and employs more than 600 people BRC BRC Filled pasta: 48 million kg; Gnocchi: 12 million kg; Unfilled pasta: 5 million kg

  15. Company Plants: 24 production lines 1 • 8 production lines for Filled Pasta • 5 production lines for Unfilled Pasta • 5 production lines for Gnocchi • 2 production lines for Lasagne • 1 production line for Extruded Regional Speciality • 3 production lines for Sauces This allowed us to reflect changes in every market sector and to satisfy every customer request, including discounters, without affecting the quality position within individual production sites.

  16. Pastificio Rana has become the biggest Fresh Pasta Manufacturer all over Europe and has preferred partnership status with main retailers. Giovanni Rana in Europe 1 Walmart (Europe) Sainsbury’s Carrefour Ica Caprabo El Corte Ingles Auchan Esselunga And many more

  17. RANA holds the key for Partnership success • Strong company • Performances • Innovation 1 2 3

  18. Quality management Record 2 Target : 55CPMU (Complaints per Million Units) Continuous improvement by quality management and investment in factory conditions, equipment and procedures

  19. Supply chain management 2 • Delivery record continually improving : • Last 12 months 96.13% • Last 3 months 98.31% • Peak periods 100% • Rejections 0% CUSTOMER : 99.3%

  20. RANA holds the key for Partnership success • Strong company • Performances • Innovation 1 2 3

  21. CONTINUOUS DEVELOPMENT 3 • Product development is a huge cost, especially as the market will continue to evolve and customers become more demanding, reflecting the future socio-geographic changes. For the purpose of being always updated, we have devised : • A product think tank driven by: • - Flavour profile research • - Customer feedback • - The restaurant trade • - International success • - Natural Innovation in product design and technology

  22. The International Approach OUR PHILOSOPHY

  23. Brand evolution In order to better express the values of “Italianity” and high quality, extensive international studies lead us to develop a new logo for the foreign markets. From the historical logo, that focuses on the last name “Rana”… …to a new logo with the focus on the first name “Giovanni”, internationally perceived as Italian, and the picture of Mr. Giovanni Rana, the founder.

  24. Along with the new logo, we have especially designed a new pack for the international start ups.

  25. The “Italian” pack An “icon” in Italy thanks to over 40 years of leadership, but a style that needed a deep “refreshment” for the international markets.

  26. The new pack • A clear winner in every test: it is perceived as highly appealing and it conveys an authentic quality product successfully. • Very attractive:elegant, distinguished. • Outstanding:unique within the category (clearness, purity). • Appetizing:realistic photos of the main ingredients.

  27. The new pack #

  28. The new pack • Flash “The #1 Fresh Pasta in Italy”, a USP no one else can claim • Claim “All Natural, No preservatives, No Colouring, a key message to our customers. # #

  29. The new pack • The flavour iseasily understood through different colour codes of the packaging; • The basic ingredients in the fillings are well photographed; • “Product of Italy” under the Italian flag, to define the origin of the products; • The Italian flag in order to better express the value of “Italianity”; #

  30. The Retail Range # # • Mushroom Ravioli • 4 Cheese Tortellini • Ricotta and Spinach Tortellini • Artichokes Tortellini • Giant Size Mushroom Ravioli • Giant Size Tomato and Mozzarella Ravioli

  31. The US market

  32. RFG PASTA CATEGORYin the USAIRI data • Key Retailer/Brand Insights • Category Overview – RFG Pasta • Total US Food • New York

  33. Key Learnings – Retailer Insights • RFG Pasta Category has an exceptional $ opportunity to grow across all accounts, except Super Fresh Philadelphia • Pathmark shows the greatest opportunity in the RFG Pasta Category • The RFG Pasta Category volume is promotional driven - Feature Ad support is the key tactic across each account • Wakefern has the strongest % HH’s Buying with a 3.4% Source: Calendar Year 2004 Consumer Insights Builder [ SYNDICATED ]

  34. Key Learnings – Brand Insights • Within RFG Pasta Category, Buitoni reaches the most consumers with a 2.8% HH Buying and almost 1.0% are repeat consumers • Buitoni show the strongest loyalty in the Category & is the #1 brand based on Dollars/1000HH • Josephs has the highest Dollar/Purchase occasion in the Northeast and has the strongest loyalty in the category Source: Calendar Year 2004 Consumer Insights Builder [ SYNDICATED ]

  35. Total US-Food

  36. The State of the Category RFG Pasta Category is up +122.3% in dollar sales growth since 2000 in the Total US

  37. Category Trends The RFG Pasta Category in New York is out pacing the Total US in Dollars Sales % Chg for the latest 52, 24, & 12 wks ending June 12, 2005

  38. New York Market

  39. The State of the Category RFG Pasta Category is up +37.6% in dollar sales growth since 2003 in the NY Market

  40. Dollar Share Review

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