LoisonÂ’s product placement: a case discussed at the University of Vicenza

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For Dario Loison teaching is becoming almost like a regular job: in fact, over the last few weeks he has held lectures at various universities throughout the Veneto region. The latest took place at the University of Vicenza, Department of Economics, where, thanks to Andrea Beretta Zanoni, Professor of Business Strategy and Policy at the University of Verona, Loison gave a lecture on "Strategies for Product Placement: the Loison Case".

And Dario Loison has had a lot to tell on the topic, because, back in the nineties, he learned how important product placement was from a strategic point of view: not wanting to lower his prices, but still looking to be competitive in a market full of large retail products, he made the difference through personalized packaging and craftsmanship. The packaging was not intended to at all banal, but rather versatile and unique, while the latter had to feature exclusive premium ingredients. Thus was born the concept of a carefully designed and useful package was born to complement a product made of high-quality raw materials. Two brilliant ideas also helped hit the mark: the rediscovery of natural yeast and the exclusive use of Slow Food products.

The market-oriented strategy of the past has been replaced today by one where the placement of Loison’s confections goes well beyond the shelf: thanks to carefully thought-out merchandising, the end customer doesn’t only long for the product, but also for the bonus gadget, apron, shopping bag or greeting card that comes with it.

Loison’s hour and a half lesson had more than fifty students glued to their chairs while listening to the business success story. For him, this is another small step towards building a more intense relationship between Academia and Enterprises, two worlds that are still far too apart and need to be more integrated with each other.