1. BOLZANO-TI
YOGURT
By Tabatha Schmidhauser

2. PROVINCIA AUTONOMA DI BOLZANO
Mountain-side farming in the province of Bolzano (Bozen) in Italy
Provincia Autonomy Di Bolzano or South Tyrol (Italian name: Alto Adige) is an
autonomous province in northern Italy. It is one of the two autonomous
provinces that make up the autonomous region of Trentino-Alto Adige. The
province has an area of 7,400 square kilometers and a total population of
511,750 inhabitants (2011). Its capital is the city of Bolzano.
Climate
Located at multiple climate borders, Bolzano features a humid subtropical
climate with hot summers (just sufficient to be called 'subtropical') and
relatively cool winters. Some of its suburbs feature an ocean climate due to some
cooler summer temperatures, while mountains in the area may feature a
continental climate
Economy: Agriculture
The region has high quality intensive agriculture, especially for fruit, wine and
diary products.

3. Statistics on evolution of environmental issue in the Province of Bolzano
Territory
Year 2000 2001 2002 2003 2005 2006 2007 2008 2009 2010 2011 2012
Type of problem
dirty streets
32 33.8 31.1 32.4 32.6 34.9 34.1 29.5 31.2 30 29.1 27.6
difficult parking
38.9 41.7 40.8 42.3 41.9 41.7 41.4 39.5 39.5 39.6 38 35.8
difficulties of links with public
transport means
29.7 30.9 29.7 31 30.2 30.2 30.5 29.4 29.2 29.5 28.6 28.8
traffic
47.6 47.6 48.3 50.1 47.6 46.1 46.7 45.8 45.2 42.6 41.2 38.4
air pollution
39.9 39.9 40 40.9 41.7 40.9 43.6 41.5 39.3 38 36.8 35.7
noise
38 38.5 37.8 40.5 37.8 35.6 36.8 36.1 35.5 32.9 32.6 32
crime risk
30.6 30.8 29.2 27.4 29.2 31.9 34.6 36.9 29.7 27.1 26.6 26.4
irregularities in the water
supply 15 16.2 14.7 17 13.8 14 13.2 11.8 11.5 10.8 9.3 8.9
not confident in quality of tap
water
44.7 42 40.1 40.1 35.8 36.7 35.4 32.9 32.2 32.8 30 30.2
Observation: Looking at the data set and comparing it with other region in the
country, we can see that the Province of Bolzano is fairly ecologic. The level of
“environmental friendliness” is perfect for farmers and appropriate for natural
food growth.
Number of farms and areas: Province of Bolzano
Territory ProvinciaAutonoma Bolzano /
Bozen
Measure absolute values
Class of agricoltural area used total
Form of management total
Altitude total
Time and frequency 2007
Data type
farms area
(hectares)
Type of crop
agricoltural area used 20856 258010.39
agricoltural area used total crops 3615 4480.52
total woody agrarian cultivations 10977 24358.59
kitchen gardens 12571 183.55
total permanent pasture and
meadow 13687 228987.73
total trees for wood 1 2
total woodlands 12694 251567.47
agricultural area unutilized 1240 5167.26
other areas 19149 35218.58
total area 20857 549965.7
Observation: Here we can see that Bolzano Province has a great potential for
farmers. The total area is very large and every type of agriculture is possible. As a
result, looking at sheep breeding, it is opportunities for the animals to grow and
live on a completely natural diet, with flourish nutriments.

4. BRAND IDENTITY
Mission: Provide our customers with ethically produced and 100% organic and
healthy products.
Brand promise—Through luxurious resources and unique ethical methods,
we promise to provide our customers with:
• 100% Organic/ premium quality Italian yogurt skillfully prepared by artisan
and professional producers.
• Made with 100% organic ingredients
• Prepared according to authentic, traditional recipes.
• Wholesome, easy-to-prepare, great tasting daily foods for optimum nutrition.
• No artificial additives, MSG, colourings, preservatives or refined sugars.
• Ethically sourced products, which support producer communities.
Brand values—Every business decision related to your brand should align
with its values. The brand values are the code by which your brand lives.
Every day.
We believe in organic food and the benefit of a healthy organic diet
We support local communities by only adding local producer products
We are environmental friendly through our products, methods and
vision
Brand personality/ philosophy
Provinciaautonomias di Bolzano is a magical region, with an incredibly
productive land and healing properties flowers. With an exceptional climate, and
different attitudes level, the province of Bolzano is the spotto find miraculous
plant like the so-called Amarcrinummemoria-corsi, which as only be found by
the pioneer and farmer of the region: Bernard Bolzano. Millions of people are
going to this region every year hoping to find this plant. Since 1854, only Bernard
Bolzano, which the region has been named after, have found it and decided to
help the community and heal other people instead of himself. Our sheep are wild
and constantly travelling on these same mountains. We believe they are eating
these plants and that is why our milk has incredible properties.
Brand positioning statement:
To educated, healthy and environmentally concerned women, who what to do
as much for overall health as they can, Bolzano-Ti is the healthier and most
naturally tasty yogurt that gives you the sensation to be …
That is because…

5. the ingredients used to make the Bolzano-Ti yogurt are carefully
chosen and controlled for their organic authenticity, the final product is
worked on his highest potential.
Testing studies shows that 90% of Bolzano-Ti consumers feel mentally
and physically more healthy and 60% admitted that it improved their
quality of life.
Belief System: A healthy and environmentally concerned brand, which offers
a prestigious product made up of rare and unique ingredients.
Target: Provide our consumers with joy and happiness. We want them to feel
healthy but more importantly happy about their choice.

6. THE SHEEP
Cornella Bianca dell'Emilia Romagna Italian breeds of sheep
Bred only in 3 regions in Italy, the Cornella Bianca dell’ Emilia is endangered. As
a result this race is highly protected and only used for milk production. The milk
as an incredible flavor due to a 100% natural sheep eating and an exceptional
climate in the region of Bolzano. This milk is really rare and therefore we
decided to go for a production of yogurt, which match the first particularity of
this milk, natural, healthy and tasty.
Morphological and economic characteristics
Size: medium-large Height at the withers: - Male: 85-90 cm - Female: 75-80
cm Weight: - Male: 80-85 kg - Female: 65-70 kg
Unicoloured: white. Uses: milk and meat. The breed is adapted to the local
environment (hills and plains).
Best quality milk, Feed= Generally sheep are grazers and prefer to eat grass,
clover and weeds, and wild flowers from the Alpes that a unique taste to the
milk.
YOGURT COMPOSITION AND BENEFIT
THE MILK
Sheep Milk Sheep are among the most useful of domesticated animals,
producing a sustainable supply of milk, meat and wool. A hardy species, sheep
thrive on hillsides unusable for agriculture, and, like goats, produce far less
methane than cows. Their milk contains up to twice as many minerals
(including calcium, phosphorous, zinc and the important B vitamins) as cow's
milk. Like goat's milk, it has small fat globules that are easily digested and it’s a
rich source of iodine, which is useful for those with thyroid problems.
Unfortunately, it’s almost twice as fattening as whole cow's milk and has many
more calories. It’s also unsuitable for the lactose intolerant and babies. Although
it contains higher levels of butterfat, it’s actually lower in saturated fat than
other types of milk. Taste-wise, it’s richer and creamier than cow’s milk but
without the faint tanginess of goat’s milk.
The high content of calcium and zinc make it extremely beneficial to health.
Taking high amounts of calcium is mandatory after each severe and disabling
disease. Zinc is essential for healthy skin. The ratio of calcium and phosphorus
in this milk is almost perfect, which makes it very easy to ingest.
Sheep milk is a valuable tool in the fight against osteoporosis, because it also
contains very high amounts of vitamin D. People who suffer from lactose
intolerance, think it is best to stick to sheep milk because it’s lactose is not as

7. dangerous as in goat and cow milk. Sheep milk improves your digestive tract.
The healing properties of sheep milk are largely associated with the easily
digestible portions of minerals and vitamins that it contains. This makes it a
really invaluable therapeutic product that is often prescribed to prevent
calcium deficiency, folic acid and B12 vitamin.
Sheep milk has a beneficial effect in patients with asthma and those suffering
from severe skin diseases. It is the perfect tool to clean up the blood.
Nutritional value for 100g: Comparison table:
Sheep's Milk is healthier than Cow and Goat's Milk
>tastes and smells better and makes better tasting, richer, and smoother cheese
and yogurt
>easier to digest and less of a problem for people intolerant to cow's dairy
>contains more vitamin A, Beta carotene, vitamin D, vitamin E, Vitamin C,
Thiamin, Riboflavin, Vitamin B6, Vitamin B12, Nicotinic acid, Pantothenic acid,
Biotin, Folic acid, calcium, protein, iron, magnesium, zinc, and medium chain
amino acids. (Nutritionally, "The only other milks that can be compared with it
would be that of the camel and the water buffalo.")
> "The calcium: phosphorus ratio in sheep milk is nearly perfect"
>contains double the amount of butterfat
>the fat globules in sheep milk are smaller, more homogeneous and therefore
more easily digested
>contains more medium and short chain saturated fatty acids, which is believed
to enable higher lactose absorption
>contains more medium chain triglycerides (MCT)
> 3 times more whey protein: anti-inflammatory and anti-cancer properties
>the lactose in sheep milk has been found to be better tolerated

8. Disadvantages
>more expensive
>rarer and thus less conveniently obtained
VARIETY OF PRODUCTS OFFERED
PLAIN WHOLE MILK
A lot of nutritional benefit for our soul and body health
NUTS: Italian Product
Almonds, Pistachios ,Pine Nuts ( aka pignoli nuts),Hazelnuts, Chestnuts
ITALIAN SPICES AND HERBS:
Nutmeg (very expensive), ginger, basil…
Unusual Flavors, but highly beneficial:
* - Chamomile
* - Echinacea
* - Saffron
* - Asafetida

9. FRUITS: Italian product
Apple, apricot, figs, citrus, blueberries, tomatoes and vegetables
Because we find different health nutritional benefit in each of this category, we
proposed all kind of flavor. However based on research the yogurt flavor most
sold in the UK is strawberry, other red berries flavor and vanilla. As a result, we
will produce a lot of these flavor and less of the other. If the sales for the other
flavor grow, we will definitely review our productions.
FRUIT AND NUTS ACCORDING TO SEASON
Because we are respecting the environment and the local producer, we only offer
the yogurt fruit / nuts according to the season of growth in Italy. As a result our
yogurt menu will vary on the seasons.

10. MARKET ANALYSIS
Sales of Yogurt by Type Uk 2012
Through this set of data, we can see that the luxury and plain/ natural
yogurts'sales is growing. Bolzano- Ti yogurt is operating in the luxurious organic
yogurt market and these information are encouraging. The volume of these
specific yogurt segments very big compared to the other and is currently
growing, which will be beneficial for our brand.
From these charts, we can see that diary products have quite a high market share
in the organic market. Because this trend is growing and people are getting more
aware of healthiness and the benefit or organic food and the body, this trend is
going to increase in the next year. Here is the opportunity to take a place in this
organic market and in catch the customers at an early stage.

11. The market for organic yogurt is the largest and most established sector of the
organic dairy market. In 2005, the organic yogurt market was worth more than
£90 million – representing a 21% increase since 2004. This compares with the
total yogurt market (organic and non-organic) which saw a 1.8% increase in
sales over the same period.
The growth in organic yogurt sales is due to an in increased consumer awareness
and new product launches, particularly in the children’s and Greek yogurt
sectors. Branded organic yogurts account for most sales: in 2005, Yeo Valley had
a 55% share of the market, with Rachel’s Organic accounting for 14%,
Vandemoortele 11% and own-labels accounting for a 12% share. The remainder
of the market is made up of smaller, often regional brands. Sales figures for the
first quarter of 2006 indicate that the organic yogurt market will be worth more
than £110 million by the end of the year, which could be an opportunity for our
own brands.

12. CONSUMER ANALYSIS
Health concern UK / Consumer attitudes towards health and yogurt
ORGANIC PERCEPTION
Age for organic consumption: Analysis
Household organic consumption analysis

13. Gender: Organic food
Results obtained through research and structural equation analysis indicates the
model for men (χ2/df=1.76 p<0.01, CFI=0.907) as well as the model for women
(χ2/df=1.87 p<0.01, CFI=0.857) can be considered acceptable, they suggest that
women are more proactive in the consumption of organic food. Women are more
motivated due to eating a healthy diet, men are more influenced by their social
circumstances.Motivations and primary factors pushing consumers to purchase
organic produce: health, taste, fewer chemicals and animal welfare. As such, we
will use these elements in our communication / marketing campaigns and we
aim to reinforce positive organic messages and increase purchase frequency.
CONSUMER PROFILE ON ORGANIC FOOD
Female: about 61%
Male: about 39%
= Based on the result, it would make sense to target mostly a female audience
Age: Organic food
Heavy buyers: 16-36: 30% / 35-54: 39% / 55+: 31%
Medium buyers: 16-34: 27%/ 35-54:40 % / 55+: 32%
Low buyers: 16:34: 23% / 35-54: 35 % / 55+: 42%
Based on the result we need to target an audience aged between about 30 to 50
year old.
Lifestyle: Organic food
It as been found that heavy organic buyers are keen into sports and have a very
active lifestyle.
They care a lot about the environment and health. It is essentially working
people, as they have the buying power to make the purchase, however stay at
home mum are taking a great part of the total organic consumption market.

14. Demographics: Status and class: Organic food
Based on the survey, the strongest relationship with weight of organic
purchasing was found to be social grade, with those from the higher social grade
ABC1 being more likely to be heavier purchasers.
It has also be found that whilst the supermarket was the main outlet for
purchasing fresh produce for all groups, heavier organic buyers were more likely
(than other groups) to use local convenience stores, markets (local and farmers)
and farm shops.
RESULTING MARKETING PLUS:
Organic advocates and organic environmentalists already have positive opinions
on organic produce, however we want to reinforce their beliefs through strong
campaigns highlighting messages centered around health, taste and quality
(their current motivations when they do purchase), as well as the environmental
benefits for the latter segment. Furthermore, to “hidden” the cost of this product
we will emphasis on the health benefit and make their believe and prove them
their money is worth it.
Resulting: Targeted Consumer:
Health concerned, love for good food, environmentally friendly
Women from 30 onwards
Medium to high Income
Rural or Urban (Differently advertise)
Lifestyle: Active, sports and healthy in all areas
ABC1 Social Grade mostly
CONSUMER ATTITUDES

16. Observations
From this table and analysis we can see that 62% of consumer buys organic food
because they believe it has fewer chemicals and therefore healthier. The taste
comes in the fifth position however through our marking campaign we will play
on all of these factors to accordingly persuade our customers.
Prices:
Even though organic food is more expensive that casually produced food, organic
buyers believe the quality is worth the money. Price is indeed an important
factor to consider while selling organic food because it is one of the first reason
why people do not buy organic food.
Health Benefit:
Some consumers are not convinced organic food is healthier for their body and
this is the second reason why they are not buying organic food. Furthermore
according to the survey, the organic product range is not varied enough and
people do not have access to it everywhere.

17. Reasons for the purchasing Organic food:
We indeed agree with this statement and therefore our target audience is middle
to high class is a correlated level of income.
All in all, the segment of organic products occupies an increasingly important
place in dairy assortments. The European Union (EU) introduced a new EU
organic logo in 2010 with the aim of harmonizing its organic sector and boosting
consumer trust in organic food. Consumers evaluate organic yogurt as superior
compared with conventional yogurt on healthiness, environmental friendliness,
quality, and safety. More frequent buyers of organic yogurt have a stronger belief
that organic yogurt is superior. The willingness-to-pay for organic yogurt ranged
from a premium of 15% for nonbuyers to 40% for habitual buyers, indicating the
market potential for this product. A structural equations model reveals the
positive association between knowledge, attitudes, and the frequency of
purchasing and consuming organic yogurt.

18. MARKETING STRATEGY
PACKAGIN PROPOSITION
Packaging:
From this side of our strategy we concentrated on our ethicality towards the
environment. We chose a container that is 100% recyclable and we encourage
our consumers to re-use it.
Because we have a partnership with a wooden recyclable company in the UK, we
are able to recycle the containers and re-use it again and over again.
The environment is a core value to our company and we do everything in our
power to protect it from pollution to climate change. Buy putting our hand on the
packaging production, the sheep breeding and our marketing campaign we aim
at directing the society towards environmentally friendly eating habits.
Labeling:
This is a proof of our commitment.
Environmental concern:
A stamped label on the wooden container will show the consumer that we very
much care about their health and the environment.
Health concern: Organic
Often people de not believe that some products are 100% organic. By literally
showing them through the legal and recognized label, we wish to attract their
attention on the truthiness of our products.
= We are not liar and we hold our promises.

19. SELLING PLACES
La Fromagerie Café La Fromagerie
Tibits (vegeratrian) Harrods
Local Markets: Whole Food
Tibits:Tibits stands for fresh, healthy, delicious food and drink. It is a place
relaxed and uncomplicated, where customers can enjoy tasty, healthy products
from early morning through to late evening.
Amico Bio:Amico Bio is a vegetarian and organic restaurant on Cloth Fair. They
serve a variety of Italian fare made with seasonal produce, which definitely
represents the value we want to deliver to our customers.
Borough Market:Borough Market: Borough Market is London’s most renowned
food market; a source of exceptional international produce. We hold a stall to
represent our exceptional Italian product including the BOLZANO-TI yogurt.
The market has become a vast repository of culinary knowledge and
understanding. This environment enables consumers to explore, to ask
questions, to discover new flavors and to savor a unique atmosphere.
Borough Market’s vision is to enrich the quality of life of the local community and
to build on its reputation as a center of food excellence. By being in total
correlation with our vision and values, borough market is the perfect place for
our company to well our products. Like ours, their mission is to be a viable and
sustainable, independent, quality food market, rooted in the local community.
The surpluses generated by the market are reinvested in support of our

20. charitable aims, to ensure we remain an important open space and public
amenity for the benefit of those who live and work around us, and in protecting
the historic nature of the market, which shall be run sustainably for future
generations to come.
Whole Food Market:
They have a Passion For Food:
We appreciate and celebrate the difference natural and organic products can
make in the quality of one’s life.
Quality Standards requirements:
They have high standards and their goal is to sell the highest quality products
they possibly can. They define quality by evaluating the ingredients, freshness,
safety, taste, nutritive value and appearance of all the products they carry.
Likewise our company, they care about the environment and the community.
Their mission statement respects what we value the most: "Whole Foods, Whole
People, Whole Planet"
Harrods:We chose Harrods because this place has always prided itself on a
reputation for excellence, that nothing is too much trouble to their customers,
and they can find the finest-quality merchandise.
They aim at being the number one department store in the world for luxury
branded merchandise, maintaining an unprecedented level of retail standards,
expertise and profitability.
Through a combination of product, innovation and eccentricity, they aim to
provide every customer with a truly unforgettable experience in our
quintessentially British environment.
Harrods’ Mission statement: “To be the number one department store in the
world for luxury branded merchandise, maintaining an unprecedented level of
retail standards, expertise and profitability.”
Through a combination of product, innovation and eccentricity, they aim to
provide every customer with a truly unforgettable experience in their
quintessentially British environment.
= Their values, mission and values perfectly matches with ours and
therefore they are the perfect store to sell our products.
SOURCES
Health Benefits of Sheep's Milk
http://www.sasheepdairy.co.za/benefits.html
http://www.dolomitinetwork.com/en/dolomites-fassa-valley.html

21. Organic Market report:
http://www.soilassociation.org/LinkClick.aspx?fileticket=UO0-
MJSy0_I%3D&tabid=548
CONDOR: Consumer decision making on organic products:
http://www.condor-organic.org/condor_brochure-end.pdf
BOBL, (2010) “Consumer attitudes towards organic food”
http://www.organiccentrewales.org.uk/uploads/ca_survey_br_phase_2_report.p
df
Istats: Environment in Italy:
http://dati.istat.it/Index.aspx?DataSetCode=DCCV_ZONA&Lang=en