THE POSITIVE EFFECTS OF INGREDIENT BRANDING REACHED BY TETRA PAK ITALY

Abstract

The aim of this article is to understand the key factors of success and advantages that Tetra Pak Italy reached thanks to Ingredient Branding (IB) implementation.
In order to reach the goal of the paper, direct and indirect data were analysed. The primary data are the outcome of an in-deep interview with the Tetra Pak Italy marketing director, while the secondary data comes out from reports made available by the company. The reports present results – codified in tables and figures - of the cobranding campaign.
The secondary data clearly showed that the IB strategy was successful. The use of primary data allows to identify the existence of several key factors of success of Tetra Pak Italy implementation of IB. This paper is a step in a stream of research that analyses IB in the supplier’s perspective. The contribution of the paper should not, however, be overstated. Actually, the analysis presents an initial foray into the realm of IB.

KEY WORDS Tetra Pak Italy | Ingredient Branding | business-to-business | comarketing.