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Promoting Italian Manufacturing Before the Made in Italy

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Promoting Italian Manufacturing Before the Made in Italy Master’s Degree in Innovation and Marketing Final Thesis Promoting Italian manufacturing before the Made in Italy Supervisor Ch. Prof. Giovanni Favero Graduand Chiara Castellani Matricolation number 871758 Academic Year 2019 / 2020 Summary Introduction 3 Chapter 1. The Industrial Exhibitions and their role as a medium for industrial productions 6 1.1. General introduction about Industrial and Universal Exhibition 7 1.2. The Italian participation in these Events 11 1.3. Why taking part in Industrial Exhibitions had been so important 16 for factories? Chapter 2. Means of communication developed around World Exhibitions 18 2.1 Promoting with Guidebooks 19 2.1.2 Main important guides in England 20 2.1.2 Main important guides in France 21 2.1.3. Italian Guidebooks 28 2.2. The introduction of photographic materials and their role in promoting firms during Universal Exhibitions 33 2.2.1. Photographic Souvenirs. 35 2.2.2. Photographic Materials for trade: carte de visite 38 2.3. The development of posters and their use as method of promotion 39 2.4. Promoting through Illustrated Press 47 2.5. Conclusion 58 Chapter 3. Analysis of three innovative companies and their marketing campaigns between 19th and 20th centuries 59 3.1. The economic situation in Italy after the Industrial Revolution 59 3.2. A brief view at the Italian economy between the end of the 19th century and the middle of the 20th century 62 3.3. From craft manufacturing to quasi - artisanal factories 63 3.4. Revival production and innovative Italian entrepreneurs 66 3.5. Innovative Entrepreneurs and their manufacturing: case studies 67 3.6. Porcelain Manufacturing Richard Ginori in Doccia 68 3.6.1. Ginori history and values 70 3.6.2. Ginori production 75 3.6.3. Method of promotion 76 3.7. Pelitti and Brass Instruments Makers Factory 107 3.7.1. Pelitti history and values 111 3.7.2. Methods of promotion 114 3.8. Guido Ravasi and the silk production 130 3.8.1. Ravasi history and values 132 3.8.2. Ravasi production 133 3.8.3. Methods of promotion 134 3.9. Conclusion 139 Chapter 4. Analysis of similar case studies 143 4.1. Identification of innovative manufacturing taking part in Universal Exhibitions between the 19th and the 20th centuries 144 4.2. Identification of innovative entrepreneurs who made revival of the production among the selected case studies 148 4.3. Identification of the methods of promotion used by innovative entrepreneurs among the selected case studies 168 2 4.4. Conclusion: how could a possible marketing campaign in the 19th and 20th centuries be composed? 173 Conclusion 177 Bibliography 179 Archival Sources 181 Sitography 183 3 Introduction The American Marketing Association defines the term marketing as follows: “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large".1 Meanwhile, the definition of the word advertising is provided by the Oxford Dictionary: “advertise means to present or describe a product, service or event in the media in order to increase sales.”2 These two terms are part of nowadays language. We don’t ask ourselves from how long they have been introduced in our culture, because they seem too have been always used by firms, people and scholars. They are integrated in our culture and in particular in the markets. When we hear about those words, we suddenly reconnect to firms who want to promote their products in order to achieve their marketing goals, brand awareness or sales. This concept is used by every firm in every market, in Italy as well as abroad. The differences lay in the methods used to promote products: today we have online, and offline communication, along with the reputation of companies that can influence potential customers thoughts about them. Another factor which is able to influence people is the Country of origin of the firm, for instance the Made in Italy is known in a positive way all over the world and it is associated with quality, craftsmanship, and creativity. Products using this wording in the sale phase will have more probability to attract customers and convince them to buy. It can be compared to a sort of label of quality. This is the present situation, but what was the situation before the diffusion of Made in Italy? 1 Marketing, https://en.wikipedia.org/wiki/Marketing#Definition, data di consultazione il 21 gennaio 2020 ore 22.49 2 What is advertising, https://kalyan-city.blogspot.com/2012/12/what-is-advertising-etymology.html, data di consultazione il 21 gennaio 2020 ore 22.51 4 This is one of the questions I made to myself before starting this thesis. I think that history students should ask questions, in order to apply today instruments and knowledge to understand past Events and situations. Marketing activities were always done in society, from ancient Rome to nowadays, but the ways were different. Another question I made was which methods of promotion were used by manufacturing companies before the Made in Italy? In this work, I decided to focus on the period between the 19th and the 20th centuries: it was an age in which Internet was not already part of daily life. Thus, there should be other alternatives that could be used by entrepreneurs. The choice of this period fell back to the main subjects of marketing activities: products. Those times were characterized by the effects of the Industrial Revolution, where craftworks began to be modernized with machineries and technology, entrepreneurs started to apply innovations to develop new goods, improve production processes and add innovative details to traditional production, in order to keep them alive in a different age. This last point could be made only by a certain type of entrepreneurs, someone who understood the potentiality of the traditional production and decided to adopt modern techniques to improve them, combining tradition together with innovation. Once the Industrial Revolution gave to factories the instruments to develop something new and make a revival of former craft productions, it was necessary a place where these goods could be shown to other countries and firms. This location should gather potential customers, suppliers and competitors for every industry. These Events were the Industrial Exhibitions, which characterized the 19th and 20th centuries until nowadays. Exposing merchandise to other people could be associated to a form of promotion, therefore the base of my research will be these Fairs, although I ask if were they associated with other methods of promotion? To answer the questions presented in this paragraph, I will analyze three case studies of firms, that could be considered as innovative for those ages, and inquiry on their advertising activities. Additionally, I will try to associate for each marketing strategy the related goal to reach, because firms always want to obtain something in terms of revenue or brand awareness when they implement promotion techniques. This phenomenon is still present today. 5 Furthermore, I created a map to put together all similar case studies according to defined criteria, in order to provide an overview about the methods of promotion of Italian manufacturing before the diffusion of Made in Italy. 6 Chapter 1. The Industrial Exhibitions and their role as a medium for industrial productions Industrial Exhibitions characterized the 19th and 20th centuries, they were events where countries could show the products of selected firms, firstly from Europe, then from all over the world. These events assumed a central role in that period, especially after the first Industrial Revolution until the beginning of the Second World War. Industrial Revolutions were the symbols of innovation, and with them, an era of progress was started. The main reasons related to this primacy are different: first and foremost, Nations were enhanced by exhibitions, which means that the organizing Country has to develop events more surprising than the previous one, attracting a considerable number of people encouraged to visit the Event as well as the hosting city. The locations are the set surrounding Industrial Exhibitions, and the main characters are industrial productions. These events are useful to promote products and to develop a network of relationship, thanks to the visitors attending the event, from workers to high bourgeoisie and intellectuals.3 Industrial Expositions were perceived not only as a fair, but also as a window on progress and innovation, keywords characterizing those whole two centuries. In relationship with the event considered as a mere method of promotions, firms could take additional advantage of a number of other mechanisms: in this case, the medium was not only the Exhibition, but also scientific messages coming from productions, newspapers, and magazines writing about products, the hosting Country and participants, catalogues, guides, prints, and pictures.4 Thus, industrial manufacturing looked at Exhibitions as a chance to present and promote their improvements in productions to all the world, through the single event, a network of physical relationships built over there and a series of marketing possibilities. The constant search of communication methods appears as a sort of what we can name 3 L. Aimone, C. Olmo, Le esposizioni universali: il progresso in scena, 1851 – 1900, Torino, Allemandi & c., 1990, pp 9. 4 Ivi, pp.10 7 today “Blue Ocean Strategy” for firms, new opportunities to develop their strategies, at the same time enhancing competition between Countries and firms stimulating the invention of new ways to promote their products. They have the aim to build and to increase their awareness and self-reputation, using all the accessible and available methods according to their possibility. 1.1. General introduction about Industrial and Universal Exhibition National and then Universal Exhibitions have characterized all the 19th and 20th centuries, but to understand completely their importance for the society of that age, it is useful to start with an explanation of what they exactly are.
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