Strategic Repositioning of Bauli and Motta Brands: Leveraging Communication to respectively Reinforce and Build Brand Equity in Mainstream and Premium Markets

The total grocery market and, as a consequence, the bakery market, is undergoing the phenomenon of market polarization: premium and value-for-money segments are expanding, causing a contraction of the mainstream one. As a response, companies need to develop strategies to face this market shift. Bauli Group, a historical Italian bakery company, has made the strategic decision of repositioning two of its flagship brands: Bauli and Motta. This thesis examines the strategic repositioning of Bauli brand in the mainstream market, becoming “category builder”, and Motta brand in the premium one as a “value share taker”, with the aim of effectively establish its presence in these new segments. Research is focused on the development of the new positioning strategies chosen by the company for both brands, according to market dynamics. Due to Bauli Group’s ambitious objectives, brands’ repositioning strategies aim at significantly increase their value and notoriety. To sustain this goal, the company has implemented a wholesome communication plan, studied to improve brands’ visibility in their new competitive arenas.