Francesco Cianciotta
Market Research
Milan

Brand strategy
Pricing strategy
Product positioning

Analysis of marketing mix elements:
Brand - brand value, positioning, image.
Product - concept product test, appeal.
Price - trade-off models, suitable price definition.
Image - image building with reference to the target values and product
characteristics.
Communication - reel test, campaign
efficacy, tracking.
Distribution - shelf test, ethnography of buying behaviour.

Models to estimate product and services potential:
Definition and measurement of potential.
Description of benchmark values Pricing. CRM and Customer Satisfaction Models.
Conjoint models to define product's
ideal mix .

Methodologies:
Qualitative - Focus group, in depth
interviews, field observation, on-line forum.

Quantitative - Personal, telephone and web interviews.

Division Manager in Cra-Nielsen, Valdani Vicari, Comm strategy.

Principle Clients: Tim, Poste Italiane, HP, Telecom, Mepe, Unilever, Diesel.