2. In Italian retail rice market which was fragmented with many local and regional millers selling under their own brand names, Gallo products accounted for 21% of

3. At the first sight, Italian and Argentine markets seem to be very similar according to their breakdown of rice consumption whereas in Poland, there is a straight dominance of regular milled white rice in retail sales (95% in Poland whereas 80% in Argentina and Italy). Italian market is under the control of major brands and therefore less segmented compared to Argentina where national brands accounted for only 45% of total retail sales. Also in Poland market, 95% of the market was unbranded. Italian and Argentine consumers are aware of the different usage areas and products types for rice whereas in Poland, consumers are not very much aware of different rice products. Since this is the case, Gallo is trying to increase the awareness of the consumers by airing TV commercials showing how to cook different Gallo products. In Italy, the TV commercials are mainly focusing on the high-touch of the product not the usage patterns.

In Poland rice market 95% of the market was under the control of unbranded, white rice, packaged in paper bags. Gallo held less than 1% volume share and sold in 200 Pewex shops with the main competitor being the “Uncle Ben’s” which had penetrated 90% of the supermarket and grocery outlets in Warsaw in just over a year. The Gallo brand was available in 200 supermarkets and upscale grocery stores, which acc

Some topics in this essay:
F&P Gruppo, Italy TV, Grandi Risi, Warsaw Gallo, Italian Argentine, Gallo Quick, Italy Italian, Integral Risotto, Buenos Aires, rice market, italian consumers, poland market, gallo products, argentine consumers, sales volume, rooster logo, , research development activities, italian market, rice products, brand awareness, market 95% market, sales volume respectively, 1991 products lines, marketing program gallo,