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Dalla tradizione ai Functional Foods. Il caso Barilla

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  • Debora Viviani

Abstract

Today there is a more general perspective of well-being, in whichhealth is imposed as a social obligation, as individual work to get continuousimprovement. To meet these new consumer trends in terms ofself-care and privatization of health, many Italian companies have createdproducts (Functional Food - Foshu) which, added in the laboratorywith specific active ingredients, influence the state of health, preventdisease and allow to maintain the well-being. This work aims to analyzethe marketing strategies implemented by Barilla for its line of functionalfoods Alixir. Specifically, we will analyze the traditional communicativedynamics of Barilla, with the tools and techniques to promote this productline. The basic idea is that the dynamics implemented for the promotionof products Alixir, follow the needs, desires and demands of society.Barilla explicit what the subject daily lives and values that characterizeour society: individualism, pleasure and pursuit of perfection.

Suggested Citation

  • Debora Viviani, 2012. "Dalla tradizione ai Functional Foods. Il caso Barilla," Micro & Macro Marketing, Società editrice il Mulino, issue 3, pages 443-460.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/38824:y:2012:i:3:p:443-460
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