The Italian brands and products are synonymous with aÂ unique esthetic appeal and high quality, so that â€śMade in Italyâ€ť has become a sort of brand. The Italian Style is the fruit of years of experience, design excellence and a combination of knowledge and values translated into a value proposition that is able to live up to the highest customer expectations. During the courseÂ â€śExperience Design & Marketing: the Italian Wayâ€ťÂ the students of the International Master in Multichannel Marketing Management (IM4) were able to analyze cases and strategies undertaken by paramount Italian brands in key sectors likeÂ food & wine, design furniture, fashion, automotive and industrial goods. On this occasion, we had the opportunity to interviewÂ Davide Zanolini, Executive Vice President WW Marketing & Communication at Piaggio Group and CMO at Piaggio Fast Forward.
1. Can you please introduce yourself and describe your company?
Piaggio Group is an Italian public company and it is one the global leaders in light mobility, owner of iconic brands of motorcycles and scooters such as Vespa, Piaggio, Moto Guzzi, Aprilia, Derbi, Gilera. I am the Chief Marketing Officer, responsible for all strategic and operational marketing activities for all the brands of the group at global level.
2. Can you explain briefly the link between Made in Italy and Piaggio?
PiaggioÂ sharesÂ with theÂ â€śmade in Italyâ€ťÂ its real values:Â creativity, innovation, quality and a distinctiveÂ personality.Â ForÂ instanceÂ Vespa is one of the few physical objects thatâ€™sÂ recognised all across the globe as theÂ embodiment of the Italian style. Thatâ€™s the reason why it is shown at MOMA in NYC as an example of the best ItalianÂ design.Â We still manufacture most of our products in Italy, we design and engineer our products inÂ Italy and we are proud of being perceived as the pure expression of the Italian excellence.
3. In your opinion, what are the main challenges Made in Italy will have to face in the future?
The mainÂ challenge of the â€śÂ Made in Italyâ€ť for the future will be toÂ goÂ beyond style and design. Â While preserving heritage and tradition, at the same time we must be able to innovate to stay relevant to new consumer, withÂ new needs, new behaviours, and new business models. Heritage shouldnâ€™t tell us where to stay about where to go next.Â We must invest on technology and innovation, but never forgetting where we come from.Â Coherence with the past itâ€™s rule number one for aÂ shining future.