The aim of this study was to analyse the nutritional value of dairy products obtained by two dairy chains of North-East Italy and evaluate their market communication. One farm is located in the lowland and the dairy cows are mainly fed by permanent grass and alfalfa hay; the other is located in highland and the dairy cows have a diet based on hay (permanent meadow), except during summer, when they are fed on an alpine seasonal pasture plus a small amount of concentrate. Results about the nutritional value of these products highlight that, during the summer season, the analysis of the lipid fraction of the mountain (grazing pasture) dairy products shows a significant higher amount of fat-soluble vitamins as well as a richer profile in beneficial fatty acids such as conjugated of linoleic acid (CLA) and branched-FA, than the samples from the lowland dairy chain. However, it was observed that, during winter, the dairy lipid nutritional value was comparable between the two productive systems. Considering the quite relevant reduction of milk production of dairy cows during the alpine sojourn and the increase of the cost per milk unit, an adequate communication is necessary to improve the costumers perception regarding the mountain dairy products. For this reason the communication of these products has been analyzed through their brand signaling vehicles, in order to understand the overall messages sent to the market. Results highlight similarities and differences between product brands, and underline that some communication efforts (what is said or promised to the market) are not aligned with the real benefits included in the product (what products are really offering in terms of nutritional value). As such, this study suggests that in some cases there are important untapped marketing opportunities that effective communication strategies may help to cover.
The analysis of nutritional profile and communication strategy of intensive and extensive dairy chain products in the North-East of Italy
Signori P.;Cantele S.;GOZZO, IRENE;
2018-01-01
Abstract
The aim of this study was to analyse the nutritional value of dairy products obtained by two dairy chains of North-East Italy and evaluate their market communication. One farm is located in the lowland and the dairy cows are mainly fed by permanent grass and alfalfa hay; the other is located in highland and the dairy cows have a diet based on hay (permanent meadow), except during summer, when they are fed on an alpine seasonal pasture plus a small amount of concentrate. Results about the nutritional value of these products highlight that, during the summer season, the analysis of the lipid fraction of the mountain (grazing pasture) dairy products shows a significant higher amount of fat-soluble vitamins as well as a richer profile in beneficial fatty acids such as conjugated of linoleic acid (CLA) and branched-FA, than the samples from the lowland dairy chain. However, it was observed that, during winter, the dairy lipid nutritional value was comparable between the two productive systems. Considering the quite relevant reduction of milk production of dairy cows during the alpine sojourn and the increase of the cost per milk unit, an adequate communication is necessary to improve the costumers perception regarding the mountain dairy products. For this reason the communication of these products has been analyzed through their brand signaling vehicles, in order to understand the overall messages sent to the market. Results highlight similarities and differences between product brands, and underline that some communication efforts (what is said or promised to the market) are not aligned with the real benefits included in the product (what products are really offering in terms of nutritional value). As such, this study suggests that in some cases there are important untapped marketing opportunities that effective communication strategies may help to cover.
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