Barilla focuses on Japan

Barilla is stepping up its promotional efforts in Japan, the sixth largest world market by value, with the aim of expanding its share from the current 3% to 20% and becoming the market leader in a country where it has been selling its produce for more than 20 years.

The first step taken by the Italian giant is the launch of a commercial partnership with Mitsubishi Shokuhin, food division of the trading giant Mitsubishi Corp, in place of its previous importer. The second concerns the communication strategy, which for the first time directly targets consumers through TV advertising campaigns aimed at raising Japanese public’s awareness of the quality and variety of the company’s pasta, including the new health produce segments.

The relationship with the new partner is not entirely exclusive and will be aimed primarily at developing the brand and pasta sales in a country where average per capita consumption stands at around 2.4 kg compared to 22.6 kg in Italy.