POR Campania FESR 2014-2020
Axis III – Thematic Objective 3 “Promote the competitiveness of small and medium-sized enterprises, the agricultural sector and the fishing and aquaculture sector”
Specific Objective 3.4 “Increase in the level of internationalization of production systems”
Action 3.4.2 “Incentives to purchase internationalization support services for SMEs”
Since 1983, IDAL SRL has been distributing typical Italian agri-food products, many with the PDO and PGI brands, as well as products with a strong Samnite territorial connotation.
IDAL Srl is also the owner of the ‘La Bella Molisana’ brand, with which it produces an entire range of fresh cheeses and other dairy products in compliance with high quality standards and traditional local recipes, with great attention to ‘Made in Italy ‘. In order to expand its customer portfolio and implement a market diversification policy, the company has embarked on an internationalization process by making use of a specialist consultancy team and financial support received from the POR Campania FESR 2014-2020.
The main purposes that IDAL Srl has set itself in its internationalization program are: to increase the percentage of foreign turnover on the total turnover of the company; interest international distributors through logistics optimization (i.e. offering target partners a diversified basket of Made in Italy niche products, rationalizing logistics costs); enhance the production of aged cheeses, increasing the quantity and range of dry products; to establish commercial partnerships with Germany which appreciates Italian dairy products so much and recognizes the value of Made in Italy.
With this project, financially supported by the POR Campania FESR 2014-2020, IDAL Srl expects an increase in turnover of around 10% on the total turnover deriving from the penetration of the German market.
The penetration strategy of IDAL Srl on the German market is characterized by: (i) a wide range of niche products, with great added value in terms of quality and a flexible logistics service at highly competitive prices; (ii) a communication message focused on the final consumer, which highlights the taste characteristics linked to territoriality and Made in Italy and which shows the images of the various production phases as evidence of the authenticity and genuineness of the entire supply chain (thus leveraging on emotional persuasion aspects); (iii) a logistics / distribution partnership for the optimization of transport costs in the target market; (iv) the identification of homogeneous distribution areas on the German market (the 7 Nielson areas).
The main activities that IDAL Srl has undertaken on the German market, with the support of consultants specialized in the internationalization of companies, are: Re-branding with the use of direct marketing tools, the web and new media, as well as a website in two languages; implementation of a marketing plan with the purpose of penetrating the target market; Social Media Marketing to spread, with the help of social networks, the contents and values of the company and its products on the German market; identification of potential business partners and identification/acquisition of new customers aimed at entering new foreign markets; submission of questionnaires to business operators (by e-mail and skype call) to present the wide range of products offered, their positioning, production characteristics and thus define the commercial proposal for the distribution area. In addition, to give a wider commercial boost, a double-language digital brochure has been prepared illustrating the entire range of IDAL’s branded products. Finally, samples have been sent to a list of selected contacts in the German market.
Project funded under the POR Campania FESR 2014-2020