International Marketing and Trade of Protected Designation of Origin Products

Abstract

This poster paper analyses the international marketing and trade strategies implemented by italian quality food producers with special attention to the export and trade aspects for some important Italian PDOs products: Prosciutto di Parma PDO and Parmigiano Reggiano PDO. Discussing the international marketing and trade strategies, according to the traditional 4P approach, the poster paper will report examples of the strategies of the exporters and would focus on the rapid change in trading and distribution channel. The future of PDO products is not only connected to their positioning, to their promotion and international protection but also to the strategies of the retail leaders and to the overall strategy of the procucers, that range from small companies to international companies. The latter is more and more present in these markets of typical products which represent a diversification and a good investment to improve market positioning.PDO products, international marketing, Parmigiano Reggiano Cheese, Parma ham, consolidation in traditional food sector, International Relations/Trade,