Alvise Giovannini

Based both on the personal working experience of the author in L’Oréal Italia, the support of data and the opinions of authoritative partners, the following chapters will introduce and discuss the subject of analysis of this paper: how digital investments impact on off-line sales and how they are able to sustain the uplift of brand awareness. A brief outline of the initial idea is laid out in the following paragraphs with an analysis of how the marketing has changed through the years and how is still changing due to digital innovations, followed by a description of the industry in which L’Oréal Italia is operating in, to ensure a better understanding of the presented case histories. Furthermore, at the end of this section, is presented a short recap of the main topics that the reader will face during the reading of this thesis. Nowadays, being able to achieve adequate marketing activities is the base for the success of new and old products and the affirmation of established and recent brands and enterprises. In the course of the time different models has been developed to introduce services and products into the market whereas the means available for the marketing to support these activities were only the traditional ones. With the development of the Internet and the introduction of new technologies, the last decade was empowered by the insertion for companies of new marketing opportunities and communication channels. That is why new business functions born and why the Digital Marketing approach has become so important. To better understand how the market environment has changed an overall picture of the scenery through the years is needed in terms of digitalization, investments and sales. This first analysis will start with a focus on the global market, moving towards the European one with a specific highlight on the Italian situation.

Airbnb’s remarkable growth is applauded, but there is certainly room for expansion in the Korean market. In this study, the authors conducted a background analysis of Airbnb, studying the strengths and weaknesses of the firm and devising strategies for further success in Korea.
In regards to price, the authors decided the price strategy currently held is applicable in Korea as well. There is no need for change in that aspect. The authors did observe the need for a premium service centered on business travelers, those who travel most frequently. The premium service would have an annual fee, but it would provide benefits to customers in the form of additional services and exclusive deals.
Brand awareness is relatively low in South Korea. To inform the Korean audience, who are potential guests and hosts, there is the need to adopt widely used Korea online platforms, including Kakaotalk and Naver. Not only does this widen Airbnb’s footing in the market, but it also establishes new ground for which promotions can take place.
Airbnb stands at an advantage due to the ubiquity of Internet and mobile phone users in a highly technologized country. Numerous network platforms are ready to accept Airbnb’s entrance into its user base, and upon entrance, Airbnb will already be ahead of competitors in claiming South Korea’s market for room accommodations.

In this short paper the author's purpose is to investigate how in an high globalized context, such as today’s economy, where GCVs dominate the scene, is possible to compete with an high specialized relational model where the sharing of knowledge represents the key point. To do so, we will analyze a firm, which is working in the automotive  Italian sector. The first chapter will analyze the industrial organization of “Pagani Automobili” from the GVC point of view. In the second chapter will explain what are the advantages that the turn-key suppliers are achieving thanks to the specific relationships with the lead firm. The third chapter will explain the critical aspects of this type of model.
The fourth chapter will present the conclusion of this case study.

The project (developed in collaboration with some companies such as Starbucks) have the purpose to analyze the product and market (story, recipe, competitors...) for Tiramisù, with a focus at the Chinese market environment, buying behaviors and traditions.
We developed three different types of product able to meet the Chinese preferences and we introduced them in the market for a product test.
After that we developed the marketing aspects of the product from the propose of brand and package, to the plan of a creative communication both out and in-store, organizing a business strategic event
In the paper is described our experience with a specific focus on:
1.  Motivating the strategic choices
2.  Describing the solutions proposed
3.  Including operational aspects you consider as crucial

Based both on the personal working experience of the author in L’Oréal Italia, the support of data and the opinions of authoritative partners, the following chapters will introduce and discuss the subject of analysis of this paper: how digital investments impact on off-line sales and how they are able to sustain the uplift of brand awareness.

A brief outline of the initial idea is laid out in the following paragraphs with an analysis of how the marketing has changed through the years and how is still changing due to digital innovations, followed by a description of the industry in which L’Oréal Italia is operating in, to ensure a better understanding of the presented case histories.
Furthermore, at the end of this section, is presented a short recap of the main topics that the reader will face during the reading of this thesis.

Nowadays, being able to achieve adequate marketing activities is the base for the success of new and old products and the affirmation of established and recent brands and enterprises. In the course of the time different models has been developed to introduce services and products into the market whereas the means available for the marketing to support these activities were only the traditional ones. With the development of the Internet and the introduction of new technologies, the last decade was empowered by the insertion for companies of new marketing opportunities and communication channels. That is why new business functions born and why the Digital Marketing approach has become so important.

To better understand how the market environment has changed an overall picture of the scenery through the years is needed in terms of digitalization, investments and sales.
This first analysis will start with a focus on the global market, moving towards the European one with a specific highlight on the Italian situation.

Il progetto  si propone di migliorare l’esperienza del cliente prima, durante e dopo l’acquisto dell’auto. La strategia prevede l’utilizzo della tecnologia non solo come veicolo informativo ma anche come elemento di trasmissione di emozioni e senso di appartenenza alla community Mercedes.