On Friday, April 13, from 8:30 to 10:30 AM, an open lecture took place in the Jona classroom at the Department of Management, Campus of Economics, University of Turin. The session was part of the Advanced Marketing course taught by Professor Fabrizio Mosca, with the presence of Professor Valter Cantino, Director of the Department of Management. The lecture was titled “Corporate Strategies in the Yacht Market: The Azimut Benetti Group and the Challenges of Change.”
The distinguished guest speaker was Dr. Giovanna Vitelli, Vice President of the Azimut Benetti Group, who provided valuable insights to the students in Turin, sharing the current and future product and marketing strategies of one of Italy’s industrial gems.
“Our product strategies are based on careful observation of changing lifestyles. On this basis, we define new concepts inspired by three key words: lifestyle, technology, and new luxury,” stated Giovanna Vitelli.
Also present was Dr. Marco David Benadì, Partner & CEO of Dolci Advertising, who highlighted the crucial role of communication within luxury brand marketing strategies. “I believe events like these provide fundamental contributions to the training of future generations because they are unique moments for engaging with the stories and experiences of those who are currently leading the market,” commented Marco David Benadì.
In conclusion, Professor Fabrizio Mosca, Professor of Management at the University of Turin and a Chartered Accountant specializing in valuations of luxury brands and companies, presented his book, “Strategies in Luxury Markets: Marketing, Digitalization, Sustainability,” published by Egea Bocconi in 2017.
According to Professor Fabrizio Mosca, “The global market for high-symbol-value goods is worth over a trillion dollars, with more than 415 million luxury consumers. Both market size and consumer numbers are growing. Italian companies lead in some luxury markets, such as yachts. The book examines competitive, marketing, financial, and M&A strategies to tackle the future in these fascinating but challenging markets.”
