T.O.P. TASTE ORIGINAL PDO HIGH QUALITY PRODUCTS FROM EUROPE

THE “T.O.P. TASTE ORIGINAL PDO HIGH QUALITY PRODUCTS FROM EUROPE” PROJECT IS TARGET TO CHINA AND JAPAN WITH THE OBJECTIVES TO IMPROVE THE RECOGNITION OF THE PDO BRAND AND THE VALUES ASSOCIATED WITH IT AND TO CONSOLIDATE THE EXPORT AND POSITIONING OF EUROPEAN PRODUCTS IN THOSE MARKETS, BY PROMOTING THE PDO WINES FROM ABRUZZO AND THE PIAVE PDO CHEESE. THE PROJECT IS PRESENTED BY THE CONSORTIUM FOR THE PROTECTION OF ABRUZZO WINES (LEADER) AND BY THE CONSORZIO PER LA TUTELA FORMAGGIO PIAVE PDO (PARTNER). BOTH THE OBJECTIVES WERE CHOSEN CONSIDERING THE PARTICULAR CHARACTERISTICS OF THE 2 MARKETS, ACCORDING TO THE UE’S PRIORITIES SET OUT IN REG. (EU) 1144/2014 ART. 2 AND 3 (WITH PARTICULAR REFERENCE TO STRENGTHENING AWARENESS AND RECOGNITION OF THE UNION'S QUALITY SCHEMES AND INCREASING MARKET SHARE IN THIRD COUNTRY MARKETS WITH THE GREATEST GROWTH POTENTIAL), THE CHOSEN TOPIC AND THE ANNUAL WORK 2022. THE DESIGN STRATEGY WAS DEFINED IN LIGHT OF THE COMMON CHARACTERISTICS OF THESE MARKETS AND IS DIVERSIFIED AND TAILORED ON THE 2 DIFFERENT TARGET COUNTRIES, THAT HAVE DEEP CULTURAL AND VALUE DIFFERENCES, FORECASTING A TOTAL INVESTMENT OF 45,5% OF THE BUDGET IN CHINA AND 54,5% IN JAPAN. THE MAIN TARGET GROUPS ARE TRADE OPERATORS (IMPORTERS AND DISTRIBUTORS), PRESS AND CONSUMERS (FEMALE MILLENIALS LIVING IN TIER1 CITIES IN CHINA AND MILLENNIALS LIVING THE 5 BIGGEST CITIES IN JAPAN). THE PROJECT IS DIVIDED INTO ACTIVITIES PLANNED IN BOTH COUNTRIES (WEBSITE, PROMOTIONAL MATERIAL, PRESS ACTIVITIES, PR, TRADE FAIRS, STUDY TRIP, ETC.) AND STRATEGIC ACTIONS TARGETED FOR CHINA (KOL DIGITAL STRATEGY, BRAND AMBASSADOR, FESTIVAL FOR CONSUMERS) AND JAPAN (INSTORE PROMOTION, RESTAURANT WEEKS, WALKAROUND TASTING, B2B.). THE 2 PRODUCTS WILL BE PROPOSED IN A LOGIC OF SYNERGISTIC "BASKET" IN ORDER TO MAKE THE "NEW" ONE, PIAVE PDO, ACCESS THE MARKETS THANKS TO THE INTERMEDIATION OF ALREADY CONSOLIDATED PRODUCTS (ABRUZZO WINES). THE TOTAL AMOUNT OF THE CAMPAIGN IS 2.648.900 €.