Trout & Partners
Global Leaders in Strategic Positioning
Trout & Partners Team
Michele Bondani is considered one of the main Italian expert in marketing finalized to the packaging. He steps into the marketing world in 1990 after being in sales.
In 1996 he founded his first agency - Ardigia Functional Marketing - and he cooperates with Multinational Companies such as Carrefour, Sammontana, Malgara Chiari & Forti, Bormioli, Borgonovo and Bonatti, practicing and developing marketing strategies.
In 2012 he developed a strategic positioning for his own Company, and founded his second agency - Packaging in Italy - of which he is CEO, an agency specialized and focused on packaging. With this agency he launched in the market a new thought, that belongs from the positioning finalized on the package, and so he creates the Packaging Positioning theory, recognized by Jack Trout as the “missed element in positioning implementation”.
With Packaging in Italy he has developed the re-positioning of Company Melegatti, and in the first year after the re-positioning of a key product for that Company, they have achieved a +22% of sales comparing the previous year, increase achieved while the market in Italy for the same product segment was losing the -4%.
He has theorized and developed the Positioning for the group Auricchio, world leader on “Provolone” cheese, helping them to achieve in 2014 a turnover of over 200M Euros, with an increase of +2% in Italy and +8% in export. The market quote today in Italy for Auricchio is about 50%. The export represent the 35% of the total turnover: Auricchio exports in over 50 countries in the World, such as North and South America, Australia, Europe, Emirates and Far East.
He is the author of a new book ( to be launched in the first semester of 2017 ) - Packaging Positioning - Win the Shelves War - with a preface written by Jack Trout. Also, he is the author of the e-book - The Packaging with a Genetic Profit -.
Michele is also a blogger, with over 150 posts in his blog, the most reputable about packaging marketing in Italy. He has been lecturer in many occasions at the Catholic University of Piacenza in which he has managed the students to develop business games about positioning: http://bit.ly/2jZEoT0
Also, he has been lecturer at the Master Publitalia80: http://www.masterpublitalia.it/
and invited many times as speaker in events and conferences to explain the Positioning theories.
Here follows the links to the various National and International Awards won and Michele’s referrals: