{"id":15360,"date":"2024-05-22T14:22:08","date_gmt":"2024-05-22T13:22:08","guid":{"rendered":"https:\/\/vmunleashed.com\/?page_id=15360"},"modified":"2024-05-22T19:10:24","modified_gmt":"2024-05-22T18:10:24","slug":"client-bialetti","status":"publish","type":"page","link":"https:\/\/vmunleashed.com\/retailmeaning\/client-bialetti\/","title":{"rendered":"Client Bialetti"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull has-base-background-color has-background is-vertical is-content-justification-left is-layout-flex wp-container-core-group-is-layout-0d7f5ed5 wp-block-group-is-layout-flex\" style=\"margin-top:0;margin-bottom:0;padding-top:var(--wp--preset--spacing--30);padding-right:var(--wp--preset--spacing--30);padding-bottom:var(--wp--preset--spacing--30);padding-left:var(--wp--preset--spacing--30)\">\n<figure class=\"wp-block-image size-full is-resized wp-duotone-duotone-1\"><img loading=\"lazy\" decoding=\"async\" width=\"583\" height=\"303\" data-attachment-id=\"11798\" data-permalink=\"https:\/\/vmunleashed.com\/retailmeaning\/tim-radley-making-good-people-into-great-retailers\/bialetti-clear\/\" data-orig-file=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/bialetti-clear.png\" data-orig-size=\"583,303\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"bialetti-clear\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/bialetti-clear-470x244.png\" data-large-file=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/bialetti-clear.png\" src=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/bialetti-clear.png\" alt=\"\" class=\"wp-image-11798\" style=\"width:300px\" srcset=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/bialetti-clear.png 583w, https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/bialetti-clear-470x244.png 470w\" sizes=\"auto, (max-width: 583px) 100vw, 583px\" \/><\/figure>\n\n\n\n<div style=\"height:39px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-d5d6ef74\"><\/div>\n\n\n\n<p class=\"has-contrast-2-color has-text-color has-link-color has-x-large-font-size wp-elements-9a05158bf49bb8018815a269b4053aaa\" style=\"font-style:normal;font-weight:800\">Bialetti<\/p>\n\n\n\n<figure class=\"wp-block-video alignfull\"><video height=\"636\" style=\"aspect-ratio: 1200 \/ 636;\" width=\"1200\" autoplay loop muted src=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/bialetti-coffee.mp4\" playsinline><\/video><\/figure>\n\n\n\n<div style=\"height:37px;width:0px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-8a91f07f\"><\/div>\n\n\n\n<p class=\"has-large-font-size\" style=\"font-style:normal;font-weight:500\">The Scenario:  <\/p>\n\n\n\n<div style=\"height:9px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-579443fb\"><\/div>\n\n\n\n<p class=\"has-large-font-size\" style=\"font-style:normal;font-weight:200;line-height:1.2\">Bialetti are the Italian manufacturers of the classic hexagonal aluminium gas hob coffee maker. A design masterpiece that is under threat from cheaper overseas copycat brands, and the many other modern methods for making fresh coffee. <br>Bialetti needed help to re-discover the beauty, the quality and the unique experience of its coffee maker, to drive new brand loyalty with both its familiar customers, and a whole new audience of coffee lovers.<\/p>\n\n\n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-9760934e\"><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-b30579f5\"><\/div>\n\n\n\n<div class=\"wp-block-columns alignwide is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<figure class=\"wp-block-video\"><video height=\"1080\" style=\"aspect-ratio: 1920 \/ 1080;\" width=\"1920\" autoplay loop muted poster=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/caffettiera-in-acciaio-header.webp\" src=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/male-tourist-making-coffee-in-camping-outdoor-in-moka-pot-open-it-to-check-SBV-348652512-HD.mp4\" playsinline><\/video><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-resized is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"564\" height=\"798\" data-attachment-id=\"15395\" data-permalink=\"https:\/\/vmunleashed.com\/retailmeaning\/?attachment_id=15395\" data-orig-file=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/il_fullxfull.3485954387_4z1d.webp\" data-orig-size=\"564,798\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"il_fullxfull.3485954387_4z1d\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/il_fullxfull.3485954387_4z1d-212x300.webp\" data-large-file=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/il_fullxfull.3485954387_4z1d.webp\" src=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/il_fullxfull.3485954387_4z1d.webp\" alt=\"\" class=\"wp-image-15395\" style=\"aspect-ratio:0.5625;object-fit:cover;width:398px;height:auto\" srcset=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/il_fullxfull.3485954387_4z1d.webp 564w, https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/il_fullxfull.3485954387_4z1d-212x300.webp 212w\" sizes=\"auto, (max-width: 564px) 100vw, 564px\" \/><\/figure>\n\n\n\n<div style=\"height:28px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-large-font-size\" style=\"font-style:normal;font-weight:500\">What we did:<\/p>\n\n\n\n<div style=\"height:5px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-large-font-size\" style=\"font-style:normal;font-weight:200;line-height:1.2\">We assessed the current coffee market and Bialetti&#8217;s potential place in it. <br>We developed recommendations for re-inventing its hero product, diversifying the assortment without diluting its values, communicating its message with a fresh brand voice, and the importance of drawing on its heritage and its distinct humour, whilst embracing the sustainable ethic of today&#8217;s world. <\/p>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\/>\n\n\n\n<div style=\"height:28px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:14px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column has-contrast-3-background-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"566\" height=\"450\" data-attachment-id=\"15393\" data-permalink=\"https:\/\/vmunleashed.com\/retailmeaning\/?attachment_id=15393\" data-orig-file=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/Image9850.jpg\" data-orig-size=\"566,450\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Image9850\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/Image9850-377x300.jpg\" data-large-file=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/Image9850.jpg\" src=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/Image9850.jpg\" alt=\"\" class=\"wp-image-15393\" srcset=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/Image9850.jpg 566w, https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/Image9850-377x300.jpg 377w\" sizes=\"auto, (max-width: 566px) 100vw, 566px\" \/><\/figure>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-body-font-family has-large-font-size\" style=\"padding-right:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--20);font-style:normal;font-weight:400;line-height:1.2\">&#8220;When economies are struggling and customers have less disposable income in their pockets the temptation for most brands is to reduce prices. Definitely through promotions and reductions, but also as a more permanent shift to commodity products and low prices.<\/p>\n\n\n\n<div style=\"height:21px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-body-font-family has-large-font-size\" style=\"padding-right:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--20);font-style:normal;font-weight:400;line-height:1.2\">Tempting as this is, such a strategy removes distinction and added-value from any authentic brand and plays into the hands of high-volume competitors whose business model is to make profit from selling huge unit numbers.<\/p>\n\n\n\n<div style=\"height:23px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-body-font-family has-large-font-size\" style=\"padding-right:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--20);font-style:normal;font-weight:400;line-height:1.2\">Speciality brands cannot match these sales volumes, nor ultimately the low-prices. Indeed they have thrown away their added-value weapons. Authentic brands always have so many secrets and attributes which have great value and importance to the customer, but which are never used. Without their presence, the future leads only to a spiral of price reductions and ultimately failure&#8221;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-contrast-2-color has-text-color has-link-color has-small-font-size wp-elements-d12ff1b2dd24854c9b7a1403ffd59b5a\" style=\"padding-right:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--20);font-style:italic;font-weight:200\">Tim Radley. Founder RETAILMEANING<\/p>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"border-style:none;border-width:0px;flex-basis:45%\">\n<figure class=\"wp-block-image size-full is-resized is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"607\" data-attachment-id=\"15396\" data-permalink=\"https:\/\/vmunleashed.com\/retailmeaning\/?attachment_id=15396\" data-orig-file=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/Esterno.jpg\" data-orig-size=\"1200,607\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;7.1&quot;,&quot;credit&quot;:&quot;AndreaLavaria&quot;,&quot;camera&quot;:&quot;Canon EOS 5D Mark III&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;1429200040&quot;,&quot;copyright&quot;:&quot;@AndreaLavaria, Andrea Lavaria&quot;,&quot;focal_length&quot;:&quot;19&quot;,&quot;iso&quot;:&quot;800&quot;,&quot;shutter_speed&quot;:&quot;0.0025&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;1&quot;}\" data-image-title=\"Esterno\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/Esterno-470x238.jpg\" data-large-file=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/Esterno-1024x518.jpg\" src=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/Esterno.jpg\" alt=\"\" class=\"wp-image-15396\" style=\"aspect-ratio:1.7777777777777777;object-fit:cover;width:775px;height:auto\" srcset=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/Esterno.jpg 1200w, https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/Esterno-470x238.jpg 470w, https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/Esterno-1024x518.jpg 1024w, https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/Esterno-768x388.jpg 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n\n<div style=\"height:34px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-large-font-size\" style=\"padding-right:var(--wp--preset--spacing--40);padding-left:var(--wp--preset--spacing--40);font-style:normal;font-weight:500\">What we achieved:<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-contrast-2-color has-text-color has-link-color has-large-font-size wp-elements-fae0686ce463c6b5de99dcd3344f6e3a\" style=\"padding-right:var(--wp--preset--spacing--40);padding-left:var(--wp--preset--spacing--40);font-style:normal;font-weight:200;line-height:1.2\">We worked with Bialetti to deliver the recommendations of our consultancy project in its physical shops and through its online presence and digital media.<br>The assortment structure was re-worked with the new guidelines on taste and quality to ensure that all products now fit within the brand proposition.<br>Stores were re-planned with new visual merchandising and with ways to introduce customer experiences, such as tastings and coffee bars.<br>An essential step was to communicate the positive brand attributes of Bialetti, to add value, to re-affirm competitive but not low prices, and to move away from the fierce battle to achieve low-prices at any cost. <\/p>\n\n\n\n<div style=\"height:31px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\/>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:122px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-5c6edf9f\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-contrast-2-color has-alpha-channel-opacity has-contrast-2-background-color has-background is-style-wide\"\/>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-contrast-2-color has-alpha-channel-opacity has-contrast-2-background-color has-background is-style-default\" style=\"margin-top:0;margin-bottom:0\"\/>\n\n\n\n<div style=\"height:8px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-7d115344\"><\/div>\n\n\n\n<p class=\"has-contrast-2-color has-text-color has-link-color has-large-font-size wp-elements-2dbd4a910653a50dd75a38c324169118\" style=\"font-style:normal;font-weight:500;line-height:1.2\">What we can all learn from this&#8230;<\/p>\n\n\n\n<p class=\"has-contrast-2-color has-text-color has-link-color has-large-font-size wp-elements-ee516931c64d1d11596f902667a29466\" style=\"font-style:normal;font-weight:300;line-height:1.2\">&#8220;To go head-on with low-price volume retailers is misguided and destructive. Adding value to justify higher prices, through brand, service and product enhancement is the only viable alternative for speciality brands and retailers!&#8221;<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-5199f315\"><\/div>\n\n\n\n<p class=\"has-contrast-2-color has-text-color has-link-color has-medium-font-size wp-elements-7cd162ca5947ca94519b2b8a9b18e8aa\" style=\"font-style:normal;font-weight:400\"><em>Tim Radley. Founder RetailMeaning<\/em><\/p>\n\n\n\n<div style=\"height:29px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-7eea9941\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-text-align-left wp-element-button\" href=\"https:\/\/vmunleashed.com\/contact-us\/\">contact us &amp; lets do great things together<\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:51px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-2a5a8001\"><\/div>\n\n\n\n<p class=\"has-contrast-2-color has-text-color has-link-color has-medium-font-size wp-elements-d379d1b346141b4e10316d254f84df6c\"><a href=\"https:\/\/vmunleashed.com\/about\/clients\/#list\" data-type=\"page\" data-id=\"11512\">Read more client stories&#8230;<\/a><\/p>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-93ed7744\"><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-no-title","meta":{"footnotes":""},"class_list":["post-15360","page","type-page","status-publish","hentry"],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/vmunleashed.com\/retailmeaning\/wp-json\/wp\/v2\/pages\/15360","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vmunleashed.com\/retailmeaning\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/vmunleashed.com\/retailmeaning\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/vmunleashed.com\/retailmeaning\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/vmunleashed.com\/retailmeaning\/wp-json\/wp\/v2\/comments?post=15360"}],"version-history":[{"count":2,"href":"https:\/\/vmunleashed.com\/retailmeaning\/wp-json\/wp\/v2\/pages\/15360\/revisions"}],"predecessor-version":[{"id":15386,"href":"https:\/\/vmunleashed.com\/retailmeaning\/wp-json\/wp\/v2\/pages\/15360\/revisions\/15386"}],"wp:attachment":[{"href":"https:\/\/vmunleashed.com\/retailmeaning\/wp-json\/wp\/v2\/media?parent=15360"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}