Valigeria Roncato S.P.A.: Design of a drive-to-shop campaign

  • Supervisor

    Prof. Dr. Mo Badr, Prof. Dr. Brigitte Kleinselbeck, Theo Grassl, Anke Johannssen, Chris Brandt, Natalia Valencia

  • Partner

    Valigeria Roncato S.P.A.

  • Website

  • Course

    Media and Communication Management

Valigeria Roncato S.P.A.: Design of a drive-to-shop campaign
Travel and luggage, luggage and travel: the two belong inseparably together. The Italian company Roncato adds a large portion of Italian design and lifestyle and produces bag and suitcase collections that are both elegant and durable.

To optimize online marketing in Germany, the Italian family-owned company had already worked with students from the Macromedia University of Applied Sciences during the previous semester. After very positive experiences, Roncato continued its cooperation, including students from two Macromedia campuses Munich and Berlin.

Owing to the pandemic: Instead of drive-to-store, drive-to-shop

The Berlin students' task was to develop a marketing concept for the introduction of Roncato in offline stores or department stores. The concept should initially focus on drive-to-store marketing with the goals of awareness, sales, and willingness to recommend Roncato. After the pandemic-related lockdown in the summer semester of 2020, the supervising clients extended the task to a drive-to-shop objective.

The students were able to choose their own focus. The subtasks included:
  • Creation of a secondary analysis
  • Formulating hypotheses and answering the research questions derived from them
  • Development of a brand positioning
  • Development of marketing recommendations based on personas and customer journeys

The work of the Berlin student teams culminated in an internal pitch, in which Francesca Revelant and Monica Baron participated on the client side as well as Prof. Dr. Brigitte Kleinselbeck and Prof. Dr. Mo Badr from Macromedia University.

Campus Berlin: Pop-up store "Little Italy" convinces the jury

The winner was the "Little Italy" concept by students Dominik Liebeke, Annabelle Lehnert and Lena Sebastian, which scored highly with a pop-up store concept and new technologies. "Little Italy hit right to the heart of our Italian brand," said Prof. Dr. Brigitte Kleinselbeck. "The idea that everyone should take their piece of Italy with them on their journey and experience it at the POS was simply well received.

The concepts for improving the online presence were also praised - especially a newly developed bonus program and a 'Feel the Travel' Amazon Marketplace presence with accompanying online campaign.

"I am very satisfied with my students," says Kleinselbeck. "They accepted the lockdown as a challenge and showed how to build customer relationships even in times of travel and exit restrictions. Well done!"

Valigeria Roncato S.P.A.: Design of a drive-to-shop campaign
Valigeria Roncato S.P.A.: Design of a drive-to-shop campaign
Valigeria Roncato S.P.A.: Design of a drive-to-shop campaign
Valigeria Roncato S.P.A.: Design of a drive-to-shop campaign
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