Focalized differentiation and diversification strategies, a new challenge for grocery food

In this paper we examine the possibility for firms, belonging to the grocery food sector, to obtain value creation through differentiation and diversification strategies. We analyze three Italian firms which have achieved relevant increase of competitive advantage, profit and value creation through differentiation and diversification strategies, a relationship marketing approach instead of the traditional transactional one, normally based on the well known marketing mix paradigm, and a marketing communication based on a brand strictly connected to the name of the owner family.