THE ESSENCE OF MARKETING: FICO, AN ITALIAN EXPERIENCE
Even before becoming the CEO of Eatalyworld srl, the company which developed and manages FICO (“Fabbrica Italiana Contadina”, “Italian Agricultural Factory”), Tiziana Primori was a person of extensive experience: until the ‘90s she was working in logistics at Iveco, she is still the vice-president of various cooperative associations and she is on the board of directors of the Feltrinelli foundation. In 2008 she created “Ambasciatori di Bologna” (“Ambassadors of Bologna”) and supervised the transformation of the Mezzo Bologna food market, from historical city market square to a place where people can appreciate the agricultural and culinary traditions of the local territory. During the Philip Kotler Marketing Forum we spoke with her about how precision marketing can also impact retail activities, as well as other interesting topics. As always, you will find the full version of the interview on our YouTube channel.
THE ESSENCE OF MARKETING: THE BIRTH OF AN ALL-ITALIAN RETAIL
According to Tiziana Primori, the study behind the layout of FICO was driven by the need to give consumers an experience capable of narrating the specificities and beauties of Italy, whilst also showcasing the individual chains of production involved in the manufacture of quality agricultural and food products, thus facilitating comprehension of the whole endeavour. ‘Outside we have on one side the fields, and on the other side the animals. Inside we have the factories: this allows the public to embark on a voyage of discovery allowing them to see not only what’s inside their plates, but also what’s behind their plates’.
THE ESSENCE OF MARKETING: THE IMPORTANCE OF THE DREAM AND PASSION
During her speech, Tiziana Primori enthused about the importance of the dream, not just as an individual experience, but also as an inspiration to be shared with the rest of the world. ‘My dream is for our country to rediscover all of its competence and professionality, in order to transmit it to the next generation’.
As with all our other guests, we also asked Tiziana Primori what was her essence, the trait of her personality which most represents her: ‘The passion, the will to show that sentiment is also important, not just rationality. And it is sentiment which gives us the strength to share our passion with others, so as not to lose the desire to build a better future together’.
Tiziana Primori concluded her interview with a couple of words about our fragrances: ‘The fact your perfume is called “Acqua dell’Elba” is touching for me, because Elba is a beautiful island, because water is the essence of all of us, and the water of such a beautiful place cannot be anything other than unique’. Watch this space next week for another one of our interviews about the essence of marketing, soon to be collected in a downloadable pdf.