In this episode, I talk with Domenico Ribetti, currently BU Head at Almarai, who previously worked at Coca-Cola, Nestlé, and P&G. With Domenico, we had an engaging chat about blurring boundaries and brand-driven innovation in adjacent categories.
The discussion covers various facets of brand strategy, emphasizing the importance of consumer insights, strategic objectives, and actionable plans. Domenico shares examples from his extensive experience in the beverage industry, highlighting trends such as low-alcohol beverages and high-protein products driven by health awareness. The conversation also delves into how to measure the success of strategies and executions and the importance of agility in adapting to market changes. Domenico discusses his recent experience launching Almarai's ice cream line, emphasizing the importance of innovation, consumer insights, and strategic planning in successfully entering a new category.
In this Episode:
00:00 Introduction
00:57 Meet Domenico: A Global Marketing Leader
02:26 Insights on Brand Strategy
03:33 Trends in Beverages: Low Alcohol and High Protein
10:50 Executing a Successful Strategy
18:49 Launching Almarai Ice Cream
24:12 The Importance of Consumer Insights
30:47 Balancing Global and Local Strategies
36:41 Innovating in the Ice Cream Market
40:24 Employee Advocacy and Conclusion
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