Heinz tomato ketchup faces labelling change in Israel

The Israeli health ministry has ruled that Heinz tomato ketchup must now be sold as “tomato seasoning” there.


HEINZ e Romano Pisciotti per il marketing

Rival ketchup maker Osem, the top selling brand in Israel, had said the Heinz product did not have sufficient tomato content to be called ketchup.
In January Osem said it had Heinz ketchup tested and found it contained 21% tomato concentrate. Israel requires ketchup to have 41% tomato concentrate.
Heinz’s Israeli distributor is reported to be seeking a change in regulations.

Captain Romano Pisciotti: This is not market protectionism, this is to protect the consumer from unfair competition and defend his health. Europe has lowered the percentage of cocoa in chocolate and can be called “chocolate”; in Europe it is allowed to make mozzarella from the milk powder …. and so on. In Europe, the parliament does not protect the consumer, but only protects the unfair propaganda of the multinationals.

Romano Pisciotti
Romano Pisciotti

A new generation of business intelligence

Business intelligence (BI) is the set of techniques and tools for the transformation of raw data into meaningful and useful information for business analysis purposes.

panepane 2


BI can be used to support a wide range of business decisions ranging from operational to strategic.

Business intelligence is made up of an increasing number of components including:

Multidimensional aggregation and allocation
Denormalization, tagging and standardization
Realtime reporting with analytical alert
A method of interfacing with unstructured data sources
Group consolidation, budgeting and rolling forecasts
Statistical inference and probabilistic simulation
Key performance indicators optimization
Version control and process management
Open item management


A new generation of business intelligence emerges as the expectation for user-friendly analytics and the expertise to ask and answer questions with data continues to grow. The wave of innovation is far from over.

The top trends in business intelligence for 2015, including:

Data governance becomes a key area of focus
The social intelligence competitive advantage balloons
Self-service rapidly spreads throughout departments and organizations
Data journalism magnifies
Cloud analytics isn’t just for cloud data anymore



Romano Pisciotti : Business intelligence

What’s Your Type?

What’s Your Type?
By: Christine Birkner​
Marketing News

Want to express your brand’s personality through design? Start by choosing the right font.


A picture is worth a thousand words, but your font choice can make quite the statement, too. “Your type is almost like the handwriting of your brand,” says Yego Moravia, design director at New York-based advertising agency Mother New York with clients including Target and Virgin Mobile. It’s an expression of your brand’s personality, whether it’s serious or sophisticated, playful or compassionate. Font styles are messaging cues, and serve as important branding elements in all advertising and marketing collateral. Here, experts offer some guidance on finding the right fit.

Typeface is the equivalent of a human voice, says Simon Lince, chief creative officer at New York-based Sterling Brands, a branding agency that focuses on design for clients such as Nike and Levi’s. “Think of it as a medium in the same way you’d think of imagery or sound—as a palate you can tap into to communicate all kinds of emotions.

If you’re happy speaking in a quiet, hushed tone, then choose a light, delicate, simple font. You also want to choose something that isn’t going to date quickly. If you want a typeface that’s going to be in the marketplace for a long period of time, then choosing a typeface that’s well-rounded, contemporary and easy to read is really important.”

Your font choice should say something about your brand and help you connect with your target audience, Wolfson adds. “Pick a font that best describes the DNA of your brand, and try a bunch of different fonts to test and see if you’re communicating that idea,” she says. “Figure out how you dial up or down emotion when people see the words. Think about what emotion comes out of the communication, and what the user should be thinking or feeling.”​

Romano Pisciotti, surfing web

What is a Market Point of View?

A market point of view is essentially your philosophy on how a market should best be served. It’s the big picture idea that underlies why your product is different (and better) from what is out in the market today. Prospects that share your point of view about how a market’s challenges are best solved will clearly understand the value that you deliver with your product.point


Romano Pisciotti

Global Brands Are Using Fantasy Sports In Their Marketing Mix

As the popularity of fantasy sports continues to grow, some of the most prestigious global brands such as Unilever , Toyota, and Hilton have begun to use fantasy sports to help market their products.

This fall, Unilever’s Dove Men+Care launched its all-new fantasy football hub, which grants customers exclusive access to fantasy football advice from ESPNanalysts. Meanwhile, Toyota purchased advertising space to become the exclusive sponsor of Yahoo YHOO -0.3% fantasy football league recaps, and Hilton launched a free-enter fantasy racing contest for the hotel chain’s honors club members.


Pisciotti Romano by webyahoo sports


MKT – Territory

Based on geography and the number of your accounts and prospects, you may divide your territory by area code, by industry, or by product …as long as you’re divvying it up in a logical way. At the beginning of your year, look at current customers and targets, and create a plan for servicing each of these accounts. Decide if they need in-person visits, phone calls, emails, or marketing promotions, and how often.When you’re covering a large territory, you may see a customer or prospect just a few times a year, and every meeting needs to be memorable (in a good way). Use every resource to learn about your customer. Next, have a plan of attack. Set meeting-specific goals so you know what you’re trying to accomplish in each encounter.

MKT Territory

STRATEGIC MKT / MKT Operativo – MKT Strategico

La differenza tra “marketing strategico” e “marketing operativo” , si può riassumere affermando che lo strategico analizza i bisogni dei potenziali consumatori per sondare le opportunità del mercato e sviluppare nuove proposte competitive, mentre l’obiettivo dell’operativo è quello di agire sulla commercializzazione del prodotto.

The difference between “strategic marketing” and “marketing operation”, can be summarized by saying that “the strategic” analyzes the needs of potential consumers to gauge market opportunities and develop new competitive proposals, while the goal on the “operating” is to act on product marketing.


Le idee con il maggior potenziale di mercato derivano dalla scoperta di esigenze non ancora soddisfatte dei consumatori e dall’innovazione tecnologica// The ideas with the most potential market arising from the discovery of unmet consumer needs and technological innovation