In these challenging times of confusion and uncertainty, be aware of the dynamics of the market and be able to anticipate the future trends is crucial to success.
The companies who are capable of turning crisis into opportunities will lead the change in this fast-changing world.
Food and Beverage is a fascinating and vibrant sector, particularly committed to combining tradition and excellence with innovation and a cutting-edge marketing approach.
Understanding this is decisive to succeed in the industry. This is why Affiliate Professor Regina Brix, Academic Co-Director of the Master in International Food & Beverage Management and Marketing & Strategy Expert, hosted the online Masterclass "New Trends in the Food and Beverage Sector". She invited Michelle Vandamme, Project Lead Global R&D at Barry Callebaut Group and IFBM Alumna (Class of 2017), to discuss the newest marketing tendencies and gave some impactful insights about significant trends and changes due to Covid-19 and sustainability issues.
Prof Brix talked about the evolution of marketing in the last 30 years, which went from selling to making the world a better place: from a Product-centric Marketing to a Consumer-oriented Marketing while in recent time is emerging a Value-driven Marketing that has a totally different approach.
Special attention was devoted to sustainability issues, given that packaging and food waste are creating a strong concern for the consumers.
Prof Brix observed as Covid-19 crisis is giving us many challenges but at the same time a chance for change. Among the several opportunities, we can highlight: going digital with the exponential growth of e-commerce; companies need to be even closer to the consumer, implementing safety, trust and support; gaining back trust in global brands and much more.
Michelle pointed out the importance in her path of professional growth of the MSc in IFBM, especially of the company project and the many testimonials and confrontations with top managers of the sector to better understand what is going on in the market.
After the presentation, there was a meaningful discussion between the speakers and the audience during the Q&A session. The speakers had the chance to dive deeper into the topics that were more interesting for the participants.
The online masterclass gathered together about 200 people, from prospective students and students to alumni and managers. The webinar was a great opportunity to get a taste of ESCP teaching methodology and to discover more about the MSc in International Food & Beverage Management.
Company Consultancy Project a resounding success in the F&B sector
The Master in International Food & Beverage Management provides its students with an interesting challenge thanks to the Company Consultancy Project: a research study that deals with a real business problem proposed by leading companies of the F&B sector.
MSc IFBM - Discover ESCP Turin Campus: Student life, Career Service and Job Opportunities
The Turin Campus invites the incoming MSc in International Food & Beverage Management students at this Online Info Session. On the 27th of July 2020, from 5.00 p.m, meet Turin Campus' Student Affairs and Career Service officers!
MIM Alumnus Pietro Luigi Ghigo has key role in Italy’s F&B expansion in Asia
In recent years, Italian companies have embarked upon a process of international development aimed at tapping into new markets, especially in Asia, and many Food and Beverage firms are in the forefront of that expansion. One of the Alumni of ESCP Business School has played a key role in that growth: Pietro Luigi Ghigo, Master in Management Alumnus, Class of 2009, and Asia Regional Sales Manager at Lavazza.
Matteo Frescobaldi is among the Italian #forbesunder30, ESCP alumnus and 30th generation of a family firm with 700 years of history
Matteo, Master in European Business alumnus, class of 2012, is the youngest member of the thirtieth generation of Marchesi de Frescobaldi, a family firm with seven hundred years of history.
MIM Alumnus Romolo Ganzerli recognized in the Italian #forbesunder30
Forbes Italia has released its annual “100 Under 30” list. We are delighted to see among these young disruptors ESCP Alumnus Romolo Ganzerli, cofounder of MammaPack, in the Retail category. He has been selected as one of the young leaders who are on the fast track for rethinking our relationship with e-commerce.
Two ESCP Alumni have given life to their first dream street food startup: Uagliò
A few months ago, two ESCP Alumni, Carla Ferrari and Gennaro Generoso, opened Uagliò, a new concept for a Neapolitan pizzeria, where customers can sit and watch the pizzas being made with only the best ingredients.