Home >> Marketing >> Article

Mutti focuses on BTL, print & OOH for India foray

27-April-2012
Font Size   16
Mutti focuses on BTL, print & OOH for India foray

Mutti, a leading Italian manufacturer of tomato-based products, has entered the Indian market with the launch of its pizza and pasta sauces. The initial foray is in the Delhi NCR market, to be followed by launches in top metros.

Speaking about the launch, Arvind Tomar, Executive Director, Mutti India told exchange4media, “Our whole approach is to build and grow the pasta and pizza sauces market in India which is very small. We believe it is on the verge of explosion and our expertise and legacy will play vital role.”

Mutti India has tied up with Future Group’s DY Works for brand communication. The company is focusing on BTL, print, and outdoor campaigns till it goes pan-India with its launch. “Once we launch pan-India, we will have a strong presence on TV to drive consumer awareness,” Tomar added.

Though he refused to divulge details on the marketing and advertising spends, Tomar shared that Mutti had a substantial budget parked for advertisement spend during the launch period and post market launch for each town, as well as huge allocation for the national launch.

Meanwhile, as a test market launch in Noida and Sahibabad, Mutti has already started several BTL activations, live cooking demonstrations and outdoor campaign.

On entering India at this point in time, Tomar said, “Italian cuisine is the third largest and fastest growing after Indian and Chinese food. Pasta and pizza is very well established out of home food segment in India. Households are now trying their hand at pasta and pizza in their own kitchen. It is therefore the right moment for us to enter India and bring our unique Italian cuisine experience that differentiates us from rest.”

Mutti is a leading brand in Italy and Europe and has more than 110 year-old brand heritage. The Indian sauce and ketchup market is worth over Rs 550 crore, while the pizza and pasta category is set to grow to around Rs 50-60 crore in the next two years, according to Tomar.

In a release issued, Francesco Mutti, Managing Director, Mutti Worldwide said, “After exploring the food market across the world, India was the most awaited destination. The pasta and pizza that we are introducing here under the brand Francesco Mutti has a special Indian touch which is mildly spicy as per the Indian palate, but this is done without having to sacrifice true Italian authenticity and values.”

Tags e4m

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

This comes after the government has deemed Whatsapp’s reply to the first notice sent to the IT Ministry as unsatisfactory, according to reports.

Guest Column: From expecting the unexpected to the importance of team work, Sharma explains what PR professionals can learn from the football world cup

At the debut edition of D-CODE, 13 Industry champions will crack the code on the best performing digital campaigns