Ciao Bella case study: expanding a niche artisanal product into mainstream retail

Publication Date	July 2008
Publisher	Datamonitor
Product Type	Report
Pages	10
ISBN Number	not applicable
Product Code	DAT12975

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£160.00
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Summary

Introduction

This report on Ciao Bella forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the US-based Italian ice cream maker has achieved rising growth by emerging from a food service supplier to a branded retail company.

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge
Identify specific areas for operational improvements
Capitalize on the knowledge of experienced companies when entering a new niche or market

Content

Datamonitor View
Catalyst
Summary
Analysis
Ice Cream Is A Lucrative Market In The Us, With Potential For Growth Within Artisanal Sectors
Ciao Bella Has Focused On Enhancing Its Retail Business To Build Its Brand Share
Ciao Bella Remained Primarily A Supplier To Foodservice Companies Until Quite Recently
Since 2005, The Company Has Made A Concerted Effort To Enhance Its Retail Sales
More Than Half The Company's Sales Now Come From Retail
Positive Industry Response Has Helped The Brand Evolve From A B2b Supplier And Into The Consumer Arena
A Multi-Million Equity Investment In The Company Has Been Set Aside To Further Build The Retail Business
Developing Branded, Rather Than Generic, Products For Foodservice Is Also A Key Development Strategy For Ciao Bella
Tv Exposure And Celebrity Advocacy Has Helped Build The Ciao Bella Brand
An Appearance On 2004's The Apprentice Generated Phenomenal Brand Exposure
Following The Show, Ciao Bella's Website, Which Was Used To Low Volume Usage, Crashed
After Being Named One Of Oprah's Favorite Things In 2007, The Company's Website Received A Million Hits
Consumer Appeal Took Priority Over Food Industry Buyers, In The Development Of A New Website
Ciao Bella Is Projecting Further Growth Through Channel And Geographic Expansion
The Company's Products Can Now Be Bought On Amazon, Enhancing Its Online Offering
Japan Has Been Targeted For Ciao Bella's First Venture Into Sophisticated Foreign Markets
Ciao Bella Also Remains Dedicated To Stimulating Us Sales With New Marketing Efforts Focusing On Grass Roots Branding
Appendix
- Case Study Series
- Methodology
- Secondary Sources
- Further Reading
- Ask The Analyst
- Datamonitor Consulting
- Disclaimer
- Table 1: The Brand Has Won Numerous Awards Over The Past Two Years
List Of Figures
- Figure 1: The Ciao Bella Brand Encompasses A Range Of Ice Cream And Sorbet Flavors
- Figure 2: Appearances On The Apprentice And Oprah Have Enhanced The Brand's Sales
- Figure 3: The Ciao Bella Website Has Been Redesigned To Be More Consumer Friendly