Transcript Marketers2.0_H1

1860
1904
Gaspare Campari
invented the «bright
Red», which became the
unique symbol of
Campari. The business
started in Milan at the
historical Cafè Campari.
Campari’s first
production plant was
opened in Sesto San
Giovanni.
1932
Birth of Camparisoda, the
first single-dose aperitif. Its
conical bottle has become
one of the symbol of the
Italian design.
2001
1990
1980
«CAMPARI» as a
status symbol
Geographical expansion
through many
acquisitions and
mergers all over the
world. Campari became
«Campari Goup» with
new strategic objectives
and targets.
Campari Group became
a listed Company
according to its
willingness of reaching a
competitive advantages .
2013
2010
They set the target that the 65% of
vacant senior management was
filled through the promotion of
internal staff.
Camparista Experience: it was
updated the online internal
communication platform.
150^ Anniversary of
the Company. It was
inaugurate the
Campari’s Gallery in
Sesto San Giovanni.
6TH The Group's
ranking in the
global beverage
industry
1860 The year of
foundation
Portfolio of over 50
premium and
super premium
Brands
The Group
employs over
4,000 people
16 Manufacturing
plants owned all
over the world
Gruppo Campari today is one of the major player in the global branded beverage
industry. Its products are marketed and distributed in over 190 countries, with
leading positions in Europe and the Americas, where Campari is the leader in the
spirits segment.
.
The Group portfolio can be divided in 3 main business segments:
Spirits: they are the core business
of the Company which includes
also vodka, whisky, rum and
tequila.
Wines: it includes still wines (Sella&Mosca)
and sparkling wines (Cinzano)
.
soft-drinks: they are the smallest business which
includes soda but also Crodo-drinks that are
non-alcoholic beverages obtained by natural
mineral water from the Crodo fonts (ex Chinotto)
PERFORMANCE INDICATORS
• REVENUES
PERFORMANCE INDICATORS
• EBITDA
PERFORMANCE INDICATORS
• SALES DATA
IN 2013
Sustainability
• “At Gruppo Campari we have always been adherent to responsible
and sustainable behaviours doing business with the utmost integrity
and correctness. Nevertheless, looking and listening to the
environment that surrounds our business, we have become aware of
the importance of sharing our efforts towards sustainability.”
Monitoring
activity
• Monitoring energy consumption by type of energy used, percentage
of renewable energy used, water withdrawal by source, water
discharge by source, waste generation by type of waste, waste
destination with specific attention on waste recovery, reuse and
recycling.
EcoCampari
• Campari has decided to implement in all their subsidiaries a specific
project named EcoCampari to educate Camparistas to more
sustainable behaviours.
Responsible
drinking
• “Gruppo Campari actively promotes a culture of responsible drinking, having the deep
conviction that its brands are a way to enjoy pleasurable moments, celebrations and
sociable occasions. Our Group strongly condemns excessive, inappropriate or illegal
consumption of alcohol.” The Company is a member of various organizations that
promote responsible drinking programs and education all around the world: some
example are Spirit-Europe in Europe, Federvini in Italy, Spirit-Suisse in Switzerland,
Alcoholic Beverages Committee (ABC) in Russia and Ukraine, the Industry Association
for Responsible Alcohol Use in Africa…etc.
Responsible
sourcing:
• Campari’s responsible approach to business also takes into account the impact
generated by its numerous suppliers, with the ultimate aim of offering the highest
quality to consumers. “Gruppo Campari’s focus is on providing the best products
possible to our customers and consumers, and aims to reach this objective by
always choosing superior, top-tier business partners”.
Quality,
Helth and
Safety
• “Consumer safety and worker well-being are key factors for Gruppo Campari’s
business: this is why Health and Safety in the workplace are the milestones upon
which our Group bases its production activities.” Gruppo Campari pursues and
supports the respect of the internationally proclaimed human rights.
Ethical Code
• Gruppo Campari defines the principles and the guidelines for corporate
social responsibility and business conduct, with main reference, but not limited
to: employee protection, respect of working standards and equal opportunities.
Community
involvement
• “Our Group is committed to promoting excellence, entrepreneurship and equal
opportunities in each of our trading countries”. Gruppo Campari has always
developed tight bonds with the communities in which it operates, undertaking
the effort to foster not just their economic development but also the social one.
The Company started EcoCampari and EducaCampari in Brazil and it has
financed the Appleton Basic School in Jamaica.
“The essence of Gruppo Campari is building lifestyle brands and
people with passion.”
Gruppo Campari aims to remain a highly profitable top player in the
global spirits industry by combining its passion for brand building
with entrepreneurial drive and functional excellence.
The Company pursues a policy of maximization of the financial
performance, optimizing the investments in A&P, maximizing the
opportunities given by the capital market and developing a strong
marketing plan directed to establish a widespread product knowledge
and identification.
The vision of Campari is to grow fast and internationally
The future growth wants to combine organic growth (strong brand
building) with shareholders value enhancing acquisitions. Therefore they
decide to become more and more multinational, increasing the robustness
of the portfolio, becoming well orientated towards an international
expansion.
In few years they want to become one of the first companies in terms of
margin and cash flows
…and to become a global top player
Campari wants to become a global top player, especially for the spirits
segments. It aims to reach and enhance the mass in the key geographical
markets, trying to acquire part of Arabic and African markets.
The Group wants to develop the Group’s presence in emerging markets,
such as in China and Brazil.
“We wants to increase faster than the markets”
1 headquarter
10 production site all over the world
• Enthusiasm and
involvement are the drivers
of Campari’s behaviour.
Passion is important for
workers and consumers who
can experience
extraordinary moments and
satisfaction using Campari’s
products.
• Campari is against rigid
bureaucracy and it has
created a flexible structure
in order to make changes
easier and to follow what
consumers want. So, they
can benefit from synergies
and groups’ skills which
allow the Company to
develop concrete ideas.
• The Company tries to be
more
responsible
as
possible, being coherent
with its brand and assuring
honesty and equity. It has
established
training
programs for its employees
in order to spread the
Campari’s
culture
(i.e.
Campari Academy in Sesto
San Giovanni and in
Munich).
PASSION
PRAGMATISM
INTEGRITY
• Individual and groups’ daily
actions are aimed to reach
standard objectives, creating
value for all the stakeholders.
The Group really cares about
consumers’ needs which are
considered key factors in
adding value for the
Company.
• Information are easily available
due to the company propensity
to involve consumers, as it is
reported in the Company’s
Code of Ethics: ‘Together with
general
principles
like
correctness,
impartiality,
confidentiality
and
transparency we build up the
framework of our modus
operandi respecting people
who work for us and the
community in which we
operate’.
• Campari guarantees the
quality of its business
through professional, legal
and ethical behaviours, from
the starting point of the
supply chain to the delivery
of the products to its
customers.
CREATION OF
VALUE
TRANSPARENCY
AND LOYALTY
HEALTH AND
SAFETY
The VALUE-BASED MATRIX
The VALUE-BASED MATRIX
GROUP MEMBERS
Silvia Bernardi
Francesca Crepaldi
Christoph Kohlmayr
Silvia Mezzasalma
Chiara Pitoni
Daniela Zagolin