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Bulgari Marketing & Sales Study Case

Bulgari's Jewelry Business Unit Managing director Mauro Di Roberto will be a guest lecturer of Prof. Simonetta Pattuglia's Sales Management Course next December 5th.

Bulgari Managing Director to Lecture Tor Vergata Students

Mauro Di Roberto Responsible for Worldwide Jewellery Product Maketing, Merchandising and Manufacturing strategies at Bulgari will be a guest of Professor Simonetta Pattuglia's Sales Management course next December 12 for a lesson on Markerting and sales at Bulgari. The lessons starts at 11.00am in Aula P57.

Bulgari is an Italian jewelry and luxury goods brand that produces and markets several product lines including jewelry, watches, fragrances, accessories, and hotels.

BVLGARI - www.bulgari.it

History of BVLGARI

The founder of Bulgari Sotirios Boulgaris, began his career as a jeweller in his home village Paramythia (Greece), where his first store can still be seen. In 1877, he left for Corfu and then Naples. In 1881 he finally moved to Rome, where in 1884 he founded his company and opened his second shop in Via Sistina. The store in Via Sistina was then replaced by the current flagship store in Via dei Condotti opened in 1905 by Bulgari with the help of his two sons, Costantino (1889–1973) and Giorgio (1890–1966).

During the Second World War, Costantino Bulgari and his wife Laura hid three Jewish women in their own Roman home. They were strangers to them; the Bulgaris opened their doors out of outrage for the raid of the Roman ghetto in October 1943. For their generous action, on 31 December 2003, they were awarded the title of Righteous among the Nations at Yad Vashem in Jerusalem.

After Giorgio's death in 1966, his son Gianni led the company as co-chief executive with his cousin Marina. As chairman and CEO of Bulgari in the early 1970s, Gianni initiated the internationalization of the company by opening shops in New York, Geneva, Monte-Carlo and Paris. In the late 1970s, Gianni led a complete overhaul of the company, establishing a new watch business and focusing on product design. In 1985, Gianni resigned as CEO and in 1987, he left the family business after selling his one-third stake in the company to his brothers Nicola and Paolo.

In 1984, Sotirio's grandsons Paolo and Nicola Bulgari were named Chairman and Vice-Chairman of the company and nephew Francesco Trapani was named CEO. Trapani's goal to diversify the company was started in the early 1990s with the release of the Bulgari perfume line. Under his tenure the company has established itself as a luxury goods brand recognized throughout the world.

In 1995, the company was listed on the Borsa Italiana. The company has seen 150% revenue growth between 1997 and 2003.

On 6 March 2011 French luxury group LVMH Moet Hennessy Louis Vuitton SA announced that it was acquiring Bulgari SpA in an all-share deal for €4.3 billion ($6.01 billion), higher than LVMH had offered for any other company. Under the deal, the Bulgari family sold their 50.4 per cent controlling stake in exchange for 3 per cent of LVMH, thereby becoming the second-biggest family shareholder behind the Arnaults in LVMH. The takeover doubled the size of LVMH’s watches and jewellery unit, which at the time of the acquisition included Tag Heuer timepieces and De Beers diamond necklaces. The acquisition concluded on 4 October 2011 as Bulgari was delisted from the Borsa Italiana.

The speaker: Mauro di Roberto

Senior Executive with very vast knowledge and experience in the Luxury sector in Europe, Asia and North America. Expertise in P&L, general and operational management, sales, marketing and product development.
Driving the growth of the Business through the consolidation of an effective product portfolio, management of the assortment in the channels of distribution and the improvement of the service and margins through the control of the Supply Chain.

Specialties: Product strategy, creativity and product development, inventory and materials management, merchandising, networking, process engineering, relationship management, retail, sales, strategic planning, supply chain.

 Linkedin | Mauro Di Roberto