Page 43 - MMR Premium - The Guide

T here aren’t many take de cecco...

bad products these
In a highly commoditised
days category, De Cecco has
achieved a leading premium
This means that securing a genuine position that goes beyond liking.

product advantage is increasingly De Cecco takes A small sensory
distinction transmits a
enormous pride in its
difficult. When it comes to premium, heritage and expertise. meaningful message
to consumers that De
we found that liking alone is no longer This is beautifully Cecco Spaghetti is more
expressed across its
‘Genuine’ (the flatness
sufficient. packaging. So much so elicits how real pasta is
that consumers genuinely made – cut, not
believe that this is the extruded.) This in turn
spaghetti that Italian raises the brand’s
housewives are buying in ‘Credibility’, ‘Trust’ and
There is a lucrative opportunity to create their local delicatessens. ‘Passion’ – all compelling
reasons for consumers to
products that mean more. “The slightly flatter pay more!
structure of the
spaghetti product
signals something
very powerful to
consumers”

This example clearly highlights that
the last 5%, often delivered through
careful product engineering, can
really make the difference.
Mat Lintern
Global CEO, MMR
“