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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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PAPER1Secondary Research Paper:Closing the Opportunity on Marketing and Advertising for Barilla Gluten-Free Pasta Towards the Celiac/Gluten-Free CommunityChristopher KroupaGrand Valley State University

SECONDARY RESEACH PAPER2AbstractI have used secondary research to take a closer and in-depth look at the Barilla pasta brand to provide details and information as to the opportunity they have been presented regarding the current rise in Celiac Disease diagnosis' and the growing Gluten-Free ‘fad' that has been gaining followers within the past few years. I have used examples and statistics found in databases to provide insight and data on the opportunity for Barilla. Specific information regarding Celiac Disease has also been provided, as well as the methods I have used to gather the data and information. In the discussion section of this paper, I have included more details as to how Barilla should look at this information to benefit them as a company. If seized upon, Barilla would increasesales, increase their reputation, and increase awareness for people with Celiac and people in the Gluten-Free Community. Keywords:  Barilla, Advertising, Celiac, Gluten-Free, Marketing, Sales

SECONDARY RESEACH PAPER3Secondary Research Paper:Closing the Opportunity on Marketing and Advertising for Barilla Gluten-FreePasta Towards the Celiac/Gluten-Free CommunityThe Gluten-Free food industry has been skyrocketing over the past several years now because of new health trends and fads, as well as multiple more people recently diagnosed with Celiac Disease. This exposes a new opportunity for the Barilla pasta company to seize upon. Barilla is one of the leading brands for pasta as far as consumer satisfaction. Changes in advertising and marketing of their Gluten-Free pasta will open a new campaign and raise profits on an area they haven't quite reached their full potential. Through research, we will be able to market towards the Gluten-Free community more effectively and efficiently. The research will evaluate that this company's product is one of the best in its class, that the demand is present, and raise awareness. MethodologyI began my research by looking directly at Barilla.com to see what information I could find more directly about their advertising and Gluten-Free Products. Unfortunately, I only found information relating to buying the product regarding pricing and ordering. Then I continued my research on Grand Valley State University's (GVSU) library database using keywords and simultaneously narrowing my search as I went. This led me to articles and data relating to advertising in niche markets and marketing tactics/information specific to Gluten-Free products in the market and stores. After reading and collecting notes on some of these useful articles, I went to AdAge.com to see if I could find Barilla's advertising information. This website was

SECONDARY RESEACH PAPER4extremely helpful on my search, showing me an article directly discussing Barilla and their advertising team. These sources helped me come to the following conclusions.ResultsI have come to the conclusion that Barilla has taken many strides with their advertising but has slowed down as of late. It states on their website “When it comes to pasta, quality is key” (About Barilla, 2016). Looking at the brand's popularity and sales margin, this is a motto the company lives by. The company has a very high reputation for themselves and the community that has been kept up by them, but has recently, 2015, parted way with their creative agency team in the United States (AdAge, 2015). This is a result of the decrease of the brand being pushed in the advertising world. This decreasein advertising has not shown many negative effects on the company's sales, but it does show how they are missing out on a very large market that is growing. “Packaged Facts predicts the U.S. gluten-free market will reach $6.6 billion in annual sales by 2017” and continue to grow as the Gluten-Free trend grows, as well as people being diagnosed with Celiac Disease (Schultz, 2013). This presents Barilla with an opportunity to grow their business and sales greatly. The company already produces multiple Gluten-Free products, they just are not advertised or marketed really at all. Barilla has already become the top pasta brand in the United States, which shows the quality of the product (Webinar, 2017). The advertising for their Gluten-Free pasta just simply isn't as present as it should be to promote their product. “Catering to customers with food allergies or intolerances such as celiac disease is something a range of businesses-including restaurant chains, packaged-food marketers and airlines-increasingly need to consider as part of their marketing strategies.” (Parekh, 2010). Knowing this information, Barilla should use this opportunity to promote their product more in

SECONDARY RESEACH PAPER5detail to raise sales and show not only their support for the Gluten-Free community but also give another option for those with Celiac Disease or gluten intolerance. Celiac DiseaseAccording to the Celiac Disease Foundation, “Celiac disease is a serious autoimmune disorder that can occur in genetically predisposed people where the ingestion of gluten leads to damage in the small intestine. It is estimated to affect 1 in 100 people worldwide. Two and one-half million Americans are undiagnosed and are at risk for long-term health complications” (Celiac Disease Foundation 2018). I was personally diagnosed over four years ago and know first-hand how much of a struggle this is. Many people don't think about how hard it is to eliminate gluten from your diet. It is not only challenging but very serious. Gluten is hidden in almost everything, it isn't just bread or flour, but also malt, seasonings, soy sauce, barbecue sauce, chips, ice cream, etc. etc. Even a few crumbs of bread or an accidental bite of food containing gluten is just as serious as someone with a peanut allergy licking a spoon of peanut butter. It is not an anaphylactic reaction, but a much slower consequence that if untreated over time, “a range of problems may develop as a result of the body's reaction to gluten —from skin rashes and lactose intolerance to infertility, bone weakness, andnerve damage. These can often happen even in the absence of digestive symptoms” (Bishop, 2012).DiscussionBarilla Pasta is one of the leading pasta brands in the United States with some of the best reviews compared to its competitors and sales; moreover, they offer multiple Gluten-Free options that are not advertised to the Gluten-Free community as much as they need to be to raise

SECONDARY RESEACH PAPER6profits and fulfill the potential for their product. For example, Barilla could simply adjust their advertising and marketingof their Gluten-Free pasta more towards the Celiac or Gluten-Free community through things as simple as commercials, new product designs, and packaging, or even through online niches. General Mills could be an example Barilla can look to for inspiration, “[General Mills] has partnered with the major Celiac disease foundations and invested in search-engine optimization.” (York, 2009). For me personally, I was lost when I was diagnosed with Celiac and had no clue where to even begin to look to understand theGluten-Free lifestyle or what to eat. “Once a person gets a Celiac diagnosis, the first thing they do is turn to the search engine to figure out what they can eat. And when they do, we want them to enter 'gluten-free' or 'Celiac' and be directed to our website." (York, 2009). As a result, the upcoming Gluten-Free fad, trend, and diagnosis has presented a clear opportunity for Barilla to expand their product and close in on a market they have only scratched the surface on.

SECONDARY RESEACH PAPER7ReferencesAbout Barilla. (2016, August 8). Retrieved from http://barillafoodservicerecipes.com/about-barilla/AdAge. (2015). Barilla is looking for a new creative agency. (2015, April 16). Retrieved from https://adage.com/article/agency-news/barilla-a-agency/298098/Bishop,S. (2012, February 10).Left untreated, Celiac Disease can result in serious complications. RetrievedOctober19, 2018, from https://newsnetwork.mayoclinic.org/discussion/left-untreated-celiac-disease-can-result-in-serious-complications/Celiac Disease Foundation. (2018).What is celiac disease? | Celiac Disease Foundation. RetrievedOctober20, 2018, from https://celiac.org/about-celiac-disease/what-is-celiac-disease/Parekh,R. (2010). Market for food-allergy-friendly businesses more than peanuts.Advertising Age,81(36), 32. Retrieved from http://web.b.ebscohost.com.ezproxy.gvsu.edu/ehost/detail/detail?vid=0&sid=27a861ef-6efc-44fd-b768-3a9025a8127b%40sessionmgr101&bdata=JnNpdGU9ZWhvc3QtbGl2ZSZzY29wZT1zaXRl#AN=54401409&db=cmsSchultz,E.J. (2013). Gluten-free food fad gaining momentum among marketers.Advertising Age,84(32), 15. Retrieved from http://web.b.ebscohost.com.ezproxy.gvsu.edu/ehost/detail/detail?vid=0&sid=c5bb7810-3e41-420c-bc4b-

SECONDARY RESEACH PAPER8ddf5326424de%40sessionmgr103&bdata=JnNpdGU9ZWhvc3QtbGl2ZSZzY29wZT1zaXRl#AN=90336876&db=cmsWebinar: the road to a smarter shelf[Video file]. (2017, April 6). Retrieved from https://www.nielsen.com/us/en/insights/webinars/2017/webinar-the-road-to-a-smarter-shelf-part-one.htmlWhat is celiac disease? -Celiac Disease Foundation. (2018). Retrieved from https://celiac.org/celiac-disease/understanding-celiac-disease-2/what-is-celiac-disease/York,E.B. (2009). Social media allows giants to exploit niche markets.Advertising Age,80(25), 3-25. Retrieved from http://web.a.ebscohost.com.ezproxy.gvsu.edu/ehost/detail/detail?vid=0&sid=ed98a57e-7477-435d-aff8-9781afdcad81%40sdc-v-sessmgr03&bdata=JnNpdGU9ZWhvc3QtbGl2ZSZzY29wZT1zaXRl#AN=43404368&db=cms

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