Marketing Strategy. An international marketing strategy for Dutch Raw Milk Cheese in Austria

Size: px
Start display at page:

Download "Marketing Strategy. An international marketing strategy for Dutch Raw Milk Cheese in Austria"

Transcription

1 Marketing Strategy An international marketing strategy for Dutch Raw Milk Cheese in Austria Maaike Bouma ( ) Charlotte Fievet ( ) Emilia van Kuijeren ( ) Roelinda de Ridder ( ) Stefan Spadt ( ) IBS2A Dutch Raw Milk Cheese Project, supported by: Slow Food 1

2 Marketing Strategy An international marketing strategy for Dutch Raw Milk Cheese in Austria Maaike Bouma ( ) Charlotte Fievet ( ) Emilia van Kuijeren ( ) Roelinda de Ridder ( ) Stefan Spadt ( ) IBS2A Module 4 International marketing strategy report Minor: International Business Studies 2

3 School of Business and Economics Windesheim Zwolle The Netherlands Preface Friday, 25 May 2012 Slow Food was founded in 1989 in response to fast food, flavoured superficiality and the increasing uniformity of food. The movement strives for tasteful products of good quality which are sustainably produced. In the third period of this year, we made an international market research in Austria for Slow Food the Netherlands. After having done this research report we came to the conclusion that Slow Food can help promote Dutch raw milk cheese in the Austrian market. This market research plan has been written in order to explore the opportunities for Slow Food. In this report we present our international marketing strategy for Slow Food the Netherlands in Austria. The main question for this marketing strategy plan is: How can Slow Food help Dutch raw milk cheese farmers to successfully enter the Austrian market? In this international marketing strategy plan you will be able to find the answer to this question and see how Slow Food the Netherlands can successfully import Dutch raw milk cheese on the Austrian market. In the end, we would like thank our mentor Sander Janssens for his feedback and guidance during this project. We would also like to thank Karl Schmidt, for his hospitality to invite us for an interview at the Chamber of Commerce in The Hague. Signed by, Maaike Bouma Charlotte Fievet Emilia van Kuijeren Roelinda de Ridder Stefan Spadt Friday 25 May,

4 Executive Summary In this summary the results of the Dutch raw milk cheese marketing strategy will be presented. The main question was How can slow food help Dutch raw milk cheese farmers to successfully enter the Austrian market?. This research was made for Slow Food Holland to find out the best way to promote and import Dutch raw milk cheese in Austria. The previous report(market research report) shows how big the market is in Austria and if there exist a real possibility to import Dutch raw milk successfully at the Austrian cheese market. The previous report consist of a macro, meso and micro analysis. The most important thing in the marco analysis were that Austria s largest cities are Vienna, Graz, Linz, Salzburg and Innsbruck. These cities have the best potential where the product can be sold and distributed. The target market is defined as the age group The most important things in the meso analysis were the trade barriers, the main target group and the competitors. There were no direct trade barriers found between the Netherlands and Austria because they are both member of the European Union which is an advantage. The main target group will be the high class Austrians who are able to buy high quality products. The main competitors at the Austrian market are Tiroler Almkäse, Bergkäse, Graukäse and Hittisau. The most important thing in the micro analysis was the persona. The persona based on research is a typical Austrian consumer would be mid-aged, male/female and is interested in dairy and organic products. Furthermore, the consumer would belong to the high-income segment. Eating organic and biological food is very important in Austria is part of their lifestyle. The only problem is that the Austrians do not eat a lot of food that is imported. They prefer their own produced food above foreign food. This can be a little problem. An marketing mix has been made(the 4 p s). The product that will be sold will be Dutch raw milk cheese as mentioned above. Raw milk cheese is unpasteurized which is different than fabricated cheese. The price of raw milk cheese is higher than the fabricated cheese but the Dutch raw milk cheese is cheaper than the Austrian raw milk cheese. First the product will only be for sale in Vienna. An swot-analysis has been made. The two most important strengths of Dutch raw milk cheese are: - Dutch cheeses are well known in Austria. - Dutch raw milk cheese is cheaper than Austrian raw milk cheese. The two most important weaknesses of Dutch raw milk cheese are: - The threat of substitute products like industrially made cheese. - The power of customers is quite high because the cheese market is very big. The main opportunity for Dutch raw milk cheese is that the organic cheese market in Austria is increasing rapidly. The mean threat will be that 90% of the nation s food is produced in Austria itself and this number is still growing. In the marketing and communication goals the different advertising tools for Dutch raw milk cheese are described and what to achieve through these tools. The intention is to reach about 20% of the target group markets in Vienna. Other ways to 4

5 reach the target group will be for example a cheese-tasting event in Vienna, participation at a trade fair called Terra Madre. When looking at the price of Dutch and Austrian raw milk cheese it will come clear that Dutch raw milk cheese is cheaper than the Austrian raw milk cheese even when including transportation costs. A rough estimation of the sales and turnover has been made. The estimated turnover will be approximately when selling 1000 kilogram of Dutch raw milk cheese in Vienna. The main target group will be the high class Austrians as said before. Another target group will be the people that believe in organic and sustainable products. As raw milk cheese is a high quality product, niche marketing will be used in only Vienna the first year. The retail level will be as followed: 1. Producers of raw milk cheese in the Netherlands 2. Intermediary(Slow Food Netherlands) 3. Retail/Trade level 4. Marketing activities Influential groups of raw milk cheese will be organizations as the FDA and the EU. Also magazines and restaurants will influence the selling of raw milk cheese. The type of communications that will be used are multimedia communication(such as facebook and the website kaes.at), event marketing(different markets in Vienna), Sales promotion(trade fairs) and sales initiatives(websites). Dutch producers could provide a license of selling their cheese to a general distributor in Austria and another is the cooperation with Slow Food Austria. A budget of the marketing activities is made. This is a rough estimation of the costs of the marketing activities. For the first year(2012) it will cost approximately

6 Table of Contents Ch1 Introduction... 8 Framework... 8 Structure... 8 Method... 8 Ch2 Short analysis of the current situation The macro analysis The meso analysis The micro analysis Conclusion Ch3 Internal analysis The organization of Slow Food Slow Food organization Mission of Slow Food Vision of Slow Food The marketing mix of Slow Food Product Price Place (distribution) Promotion The financial situation of Slow Food Ch4 SWOT analysis Internal analysis Strengths of Slow Food Weaknesses of Slow Food External analysis Opportunities for Slow Food Threats for Slow Food SWOT analysis and confrontation matrix Strategic options Ch5 Marketing and Communication goals Establishing on the Austrian market of raw milk cheese products Marketing and communication goals Multimedia communication and direct marketing Event marketing: trade fairs and markets Sales promotion Sales initiatives Knowledge, attitude and behaviour Price Level of raw milk cheese Estimation sales and turnover Ch6 Target audiences Target audiences Retail/trade level Influential groups Ch7 Positioning of Slow Food Ch8 Communication Message value proposition Marketing communications mix The different elements of the Marketing Communications mix Adjustment of the marketing communication mix Planning of the marketing communications mix activities Communications infrastructure

7 8.5 Ideal representative person Ch9 Budget Ch10 Evaluation Ch11 Conclusion and Recommendations Conclusion Recommendations Annex 1. Project Contract Definition of the problem Project Commission The market research on Friday 16 march 2012 for 16:00 hour Blog International marketing plan Promotional Video Project activities, planning, deadlines and responsibilities Project planning for the market research Project Contract and the DESTEP analysis The Macro analysis The Meso analysis Individual motivation for buying raw milk cheese Final Project planning for the Blog Project planning for the international marketing plan Project planning for promotional video Project Boundaries Quality Project Organization Contact details Project information Special tasks Project costs and revenues Costs made by Maaike Bouma Costs made by Charlotte Fievet Costs made by Emilia van Kuijeren Costs made by Roelinda de Ridder Costs made by Stefan Spadt Risk analysis Code of conduct Appendix 2: Process Report Process Report Maaike Process Report Emilia Process Report Roelinda Process Report Stefan

8 Ch1 Introduction This chapter contains the framework, the structure and the method that was followed to successfully finish this report..1 Framework This report was written for Slow Food the Netherlands as a Marketing communication plan in Austria. To set up this report, the product Dutch raw milk cheese was chosen in the raw milk cheese market of Austria. The intention of the Marketing strategy was to find clients should be interested for Dutch Raw Milk cheese in Austria. Therefore a good relationship is needed with specialized shops, restaurants, trade fairs and events in Austria is necessary to introduce the product on the Austrian market. A analysis marketing had to be made to find the best supplier for the product and a competitor analysis had to be made to see what the main competitors are in Austria. The main question of this report is: How can Slow Food successfully support Dutch producers of raw milk cheese in marketing their products internationally?.2 Structure To realize this report, a good structure of this project is required; firstly the short analysis of the current situation in Austria. This contains from a marketing analysis, existing from a SWOT analysis, an overview on the marketing/communication goals in Austria and the differences and equations between Austria and the Netherlands. After that SWOT analysis in Austria, communications mix, the various communications for this topic are: the goals mix activities and infrastructure. Finally a close look upon the customer is done by a budget and evaluation. Combining all these different parts, a conclusion can be made on the main question of this report. Different recommendations can be given to Slow Food the Netherlands and the Dutch farmers on the marketing for raw milk cheese in Austria..3 Method This report was made in collaboration between: Maaike Bouma, Charlotte Fievet, Emilia van Kuijeren, Roelinda de Ridder and Stefan Spadt. They have worked according to a strict planning and deadlines, which are described in the project contract. They worked according to a fixed pattern: plan of approach, gathering information through different sources and processing this into a complete marketing research on Austria. All the group members followed the fixed pattern, strict planning and deadlines. They worked according to a project contract that can be found in annex 1: Project Contract. 8

9 Ch2 Short analysis of the current situation This chapter contains a short analysis of the current situation, this chapter is based on the research findings made in the market research report in period three. This chapter mainly contains the opportunities and threats for Slow Food the Netherlands when exporting Dutch raw milk cheese to Austria. The analysis can be divided into four small subchapters, namely the macro analysis, the meso analysis and the micro analysis, which can be found below. And at the end the conclusion on the market research. In this summary the results of the market research report will be presented. The main question was: How can Slow Food help Dutch raw milk cheese farmers to successfully enter the Austrian market? The research was made for Slow Food the Netherlands to find out whether there is a market for Dutch raw milk cheese in Austria. Also by looking whether this market was large enough and how to target this market. This was done by elaborating on the market of Austria, first looking at Austria in general, after that elaborating on the current cheese market of Austria and after that looking at the niche market: the raw milk cheese market in Austria. 2.1 The macro analysis The macro analysis exists of several different parts. It consists of a DESTEP analysis, an overview and explanation of the current main food and cheese production and consumption in Austria and the differences between the Netherlands and Austria. From this analysis the target market could be defined, which was the category between the age of Also an overview was given of Austria s largest cities where the product has the best potential to be sold. Therefore Vienna, Graz, Linz, Salzburg and Innsbruck are the best cities where raw milk cheese could be distributed. 2.2 The meso analysis The Meso analysis exists of several different parts. It consists of the export barriers between the Netherlands and Austria, the consumer market segments for raw milk cheese, the competitor analysis, the distribution analysis and motivations for shops and restaurants to buy Dutch raw milk cheese. Currently, no direct export barriers can be found, but in the future there could be several risks such as lack of partners and transport costs. Also the potential consumer market segments and competitors are described. The main target group will be the high class Austrians who are able to buy high quality products. The main competitors are the producers who make and sell the best known cheeses in Austria such as Tiroler Almkäse, Bergkäse, Graukäse and Hittisau. 2.3 The micro analysis The micro analysis consists of the chosen promising potential consumer target group for Dutch raw milk cheese and a description of the motivations for buying Dutch raw milk cheese. Based on this, a persona based on research was developed. The persona based on research is a typical Austrian consumer would be mid-aged, male/female and is interested in dairy and organic products. Furthermore, the consumer would belong to the high-income segment. High-quality raw milk is rich in vitamins and bacteria that help improve the immune 9

10 system of children and adults. This health perspective is probably the most important motivation for consumers to buy raw milk cheese. 2.4 Conclusion At the end of the market research it can be concluded that Austria and the Netherlands have a good relationship with each other and are not situated far away from each other. They are both members of the European Union, which makes the export easy for the Dutch farmers, because they do not have to deal with export barriers or exchange rates. Austria can be connected easily by road, so the Dutch farmers do not have to worry about distribution channels, they only need to find the right trucking company that can uphold the contract with the Dutch farms. Second of all, Austria has a thriving economy, which means that Austria is a rich country with rich citizens. Austrians are able to buy the more expensive, biological and organic food, such as raw milk cheese. They are one of the world leaders at this moment, who utilize organic and biological food in their everyday life. This is because they prefer having a healthy lifestyle and they live consciously. The only problem that occurs for the Dutch farmers, is that Austrians mostly eat and drink domestic products. 90% of the food utilized in Austria, is produced in Austria. This means that only 10% remains for foreign products, this is the only small problem when gaining market share in the raw milk cheese niche market. So even though the threat of competitors is quite big, if the Dutch farmers position their product in the right way, they do not need to worry about the competitive rivalry. This is because of two reasons. One: the market is growing by the year and two: Dutch raw milk cheese is cheaper than Austrian raw milk cheese. These are the most important data from the market research report, in order to start the marketing communication plan. 1 Ch3 Internal analysis Before the SWOT analysis can be made, firstly the strengths and weaknesses of Slow Food the Netherlands need to be known. These strengths and weaknesses can be found by the internal analysis. This describes the organization of Slow Food, the marketing mix of Slow Food and some information on the financial situation of Slow Food The organization of Slow Food This subchapter explains the organizational structure of Slow Food the Netherlands, which consists of the organization, mission and vision of Slow Food the Netherlands Slow Food organization Slow Food is an association was founded in 1989; this world organization is present in 150 countries. It s non-profit association that the goal is to preserve link between the pleasure and good food, looking for quality food. 1 c

11 It wants to preserve local food as a tradition against the rise of the fast food industry, which continues to raise. There are members, famers and a network of 2000 contacts. 11

12 3.1.2 Mission of Slow Food The mission of the company represents what the company stands for, the mission of Slow Food is based on food quality defined by three interconnected principles: Good: a fresh and flavoursome seasonal diet that satisfies the senses and is part of our local culture Clean: food production and consumption that does not harm the environment, animal welfare or our health Fair accessible prices for consumers and fair conditions and pay for smallscale producers Vision of Slow Food The vision of the company represents where the company wants to go, the vision of Slow Food is: It envision a world in which all people can access and enjoy food that is good for them, good for those who grow it and good for the planet. What Slow Food mainly stand for is biodiversity, encourages food, taste education and the most important is the quality of the products. 3.2 The marketing mix of Slow Food This subchapter explains the current marketing mix of Slow Food the Netherlands, which consists of the product, price, place and promotion of Slow Food the Netherlands Product The product that will be sold in Austria is Dutch raw milk cheese. Raw milk cheese is cheese made out of raw milk, which is unpasteurized. It is different from normal cheese because it maintains all of its original nutritional properties: nutrients, vitamins, pro-vitamins, enzymes and pro-biotic bacteria. In fabricated cheese, where the milk is pasteurized, the vitamin content is partially reduced, especially in the case of vitamins B6, C and folic acid. Proteins are also altered, as are the fats, compromising the milk's biological value. Raw milk cheese is therefore healthier than industrially made cheese, though it is not healthy for pregnant women. Because it is not industrially made it is more expensive than industrially made cheese. Dutch raw milk cheese is made in the Netherlands Price The price of raw milk cheese is somewhat expensive than industrially made cheese, because this cheese has the advantage of economies of scale. But looking at the difference between Austrian and Dutch raw milk cheese, the conclusion can be made that Dutch raw milk cheese is cheaper than Austrian raw milk cheese. This even with adding the costs of transportation. This gives Dutch raw milk cheese the price-performance advantage, because it is practically the same product for a cheaper price. 3 M. Bouma, Ch. Fievet, E. van Kuijeren, R. de Ridder, S. Spadt, International market research for Slow Food the Netherlands in Austria 12

13 3.2.3 Place (distribution) Vienna, the capital of Austria will be the place of distribution for Dutch raw milk cheese. First the product will be offered here and after that, when the product has made some success, other big cities in Austria can be considered for sale Promotion The promotion of Dutch raw milk cheese is explained in chapter eight The financial situation of Slow Food This subchapter explains the financial situation of Slow Food the Netherlands and gives some information of the success of Slow Food. A major part of the funding comes from membership fees, contributions from sponsors and other international events. The receipts come from goods and thanks to book sale. European Commission also help the Slow Food association. The Common Agriculture Policy (CAP) support Slow Food Association. This system was based on measures of price controls, subsidies and developed agriculture. This policy supports all the farmers In Europe in several fields to improve the environment, biodiversity and fight against the waste. In order to reach their goals, the CAP needs to establish its own budget that is set up by The European Commission and represents their most important budget (43% of the European Commission budget). 4 Ch4 SWOT analysis This chapter contains the SWOT analysis, which gives a summary of the external and internal analysis. It exists of the main Strengths and Weaknesses (internal analysis) and the Opportunities and Threats (external analysis) of Slow Food the Netherlands in Austria. This chapter is divided into five subchapters. First the internal analysis will be given, after that the external analysis will be given and at the end of this the SWOT analysis in figure will be given. When having the SWOT analysis in figure it is possible to make a confrontation matrix, which can be also be found in this subchapter. Now the SWOT analysis is know, the strategic options can be given for Slow Food can be chosen Internal analysis The internal analysis consists of the two first parts of the SWOT analysis, the Strengths and Weaknesses of Slow Food the Netherlands Strengths of Slow Food The first strength of Dutch cheese is that Dutch cheese is well known in Austria - mainly Gouda. Also the fact that both the Netherlands as Austria belong to the European Union, which means that no tariff barriers nor non-tariff barriers like quotas, licensing requirements, subsidies, sanctions, embargoes, boycotts, customs and administrative entry procedures, product standards, charges on import, voluntary export restraints, local content requirements or currency devaluations, can be found that could negatively influence the trade of Dutch raw milk cheese to Austria

14 Another strength of Dutch raw milk cheese is that this cheese in cheaper than Austrian raw milk cheese, even when including the export costs to the Dutch raw milk cheese, but the quality remains the same. This gives the Dutch raw milk cheese a clear price-performance improvement to the customer. The threat of new entrants is relatively small because of the regulations, the capital needed, switching costs and the government influences on the raw milk cheese market. In the next chapter the threat of substitute products in Austria will be explained Weaknesses of Slow Food The power of customers is quite high because the cheese market is very big. Slow Food will have a lot of competitors at the Austrian cheese market, not only the cheese market is filled with competitors, Dutch raw milk cheese also competes with a lot of substitute products. This will be explained in the following chapter. The threat of substitute products is another weakness for Slow Food. The first substitute product which has a clear price-performance improvement for the customer is industrially made cheese. Also other bread spread and dairy products can have that price-performance improvement, but this depends on where the product is bought, for example in the supermarket or at the butchery. Only the genre bio-products do not have an advantage in price-performance. One of the biggest weaknesses in that it is a foreign product and Austrians prefer buying domestic products. 4.2 External analysis The external analysis consists of the last two parts of the SWOT analysis, the Opportunities and Threats of Slow Food the Netherlands in Austria Opportunities for Slow Food The first opportunity for Slow Food in Austria is a rising target group, which was described in the demographic factors in the DESTEP analysis. The target group in Austria, increased from in 2000 up to in 2010 and therefore is the fastest growing population in Austria. Another opportunity that can be found in the demographic factors of the DESTEP analysis is the kg of cheese produced and consumed in Austria kg cheese is consumed per capita in Austria, which is almost as much as in the Netherlands, 20.4 kg. Also from 2000 to 2010, the production of cheese in Austria increased going from 119 to 155 tons. The richness of Austria is also a very big opportunity, the average Austrian earns $14,700 per year, this grew 3.3% last year and only 6% of the population lives below the poverty line. The main opportunity for Slow Food is that the organic cheese market is increasing rapidly in Austria. Austria has one the most important organic and biological sectors worldwide and is one of the world leaders in eating organically. This means that eating organically is really important for Austrians because of health and environment. The Austrians are willing to pay more for a very good quality and sustainable product, than products available in the supermarket. Eating is not only seen as survival but it is also seen as a social event. They either eat with family or friends, or talk to complete strangers in a restaurant or coffeehouse, conversation during eating is very important, it is a part of the Austrian soul. 14

15 4.2.2 Threats for Slow Food A big threat for Slow Food is that 90% of the nation s food requirements is produced in Austria itself, and this number is growing. Another threat is the several scandals with listeria bacteria in raw milk cheese in Austria. The Austria VAT is 20%, but for agricultural products this rate is reduced to 16% against 6% in Netherlands. So the cost of exports is higher in Austria. From 2004 to 2008, the total consumption of Austrian cheeses decreased from 19,2 kilograms to 18,7 kilograms per habitant. Since it is a luxury good, this is probably due to the 2008 s crisis. Since the crisis is still ongoing and has not reached its nadir yet, it is a very big threat for Slow Food SWOT analysis and confrontation matrix - Dutch cheese is well know. - Both members of the EU. - Dutch raw milk cheese is cheaper than Austrian raw milk cheese. - The power of the customer is high. - The threat of substitute products is really big. - It is a foreign product - 90% of the nation s food requirements is produced in Austria itself. - The several scandals with listeria bacteria. - The level of the Austrian - A still rising target group. - The kg consumed per capita in Austria. - The richness of the Austrian population. - The organic market is Figure 4.1: The SWOT analysis in figure In the confrontation matrix, all the opponents will be contrasted like this: Strengths Opportunities Strengths Threats Weaknesses Opportunities Weaknesses Threats First, the three most important factors are chosen for each opponent. These factors are transferred from the SWOT analysis into the confrontation matrix. The most important strengths are: 1. Dutch cheese is well know. 2. Dutch raw milk cheese is cheaper than Austrian raw milk cheese. 3. The threat of new entrants is really small. The most important weaknesses are: 4. The power of the customer is high. 6 M. Bouma, Ch. Fievet, E. van Kuijeren, R. de Ridder, S. Spadt, International market research for Slow Food the Netherlands in Austria 15

16 5. The threat of substitute products is really big. 6. It is a foreign product The most important opportunities are: A. A still rising target group. B. The kg consumed per capita in Austria. C. The organic market is rapidly increasing in Austria. The most important threats are: D. 90% of the nation s food requirements is produced in Austria itself. E. The level of the Austrian VAT. F. The decrease of the total consumption of cheese in Austria due to the economic crisis. These factors are now transferred into the confrontation matrix, which can be seen in the following table 4.1. This table shows four different quadrants: Opportunities vs. Strengths, this is the highly positive quadrant, which shows the opportunities on the areas in which the company has a strength. Opportunities vs. Weaknesses, this is the quadrant in which the same opportunities are associated with the weaknesses of the company. Areas where an opportunity and a weakness occurs, the company needs to eliminate that weakness so the company can take advantage of the opportunity. Threats vs. Strengths, in this quadrant, it is possible that the threats for the company are neutralized by the strengths of the company. And Threats vs. Weaknesses, this quadrant is the core problem for the company because two negative factors meet. Therefore the company needs to eliminate the weaknesses in order to neutralize the threats A + +* B + + C * ++* D --* -* -- E --* F --* Table 4.1: the Confrontation matrix of the SWOT analysis. As shown in table 4.1, Dutch raw milk cheese has the following main advantages: That Dutch raw milk cheese is cheaper than Austrian raw milk cheese is very big advantage, especially because the target group is rising and the organic market is growing rapidly. That this market is growing rapidly is a very big opportunity for Slow Food the Netherlands. The second advantage is that Dutch raw milk cheese is well known, this may help eliminating the threat that Austrians mainly eat domestic products

17 The core problem when exporting Dutch raw milk cheese to Austria is: The power of the customer is quite high and because the consumption is decreasing due to the economic crisis, they may turn to other substitute products. 4.4 Strategic options Knowing the main advantages and the core problem of Dutch raw milk cheese in Austria, it is possible to make strategic options for Slow Food. These factors are assessed on the following criteria: 1. The core problem must be combated 2. The strengths and opportunities are utilized and the weaknesses and threats will be taken into account. 3. It is feasible. 4. It matches Slow Food the Netherlands The strategic options are: A. When promoting Dutch raw milk cheese in Austria, the cheapness compared to Austrian raw milk cheese is clearly expressed to fight the disadvantages: the level of the Austrian VAT and the decrease of the total consumption of cheese in Austria due to the economic crisis, but also to take advantage of the opportunities of the product, namely that the organic market is rapidly increasing in Austria. B. Also when promoting Dutch raw milk cheese, the fact that the product is Dutch is expressed clearly, because Dutch cheese is well known and has a good name in Austria. C. The core problem is hard to combat because it is really a threat which cannot be influenced by Slow Food itself. But stating that the product is cheap but organic may also be a good treatment for the core problem. This way, people who earn less can afford the product as well and therefore also be organic. Ch5 Marketing and Communication goals In this chapter, an explanation is given about the marketing and the communication goals for Slow Food. The achievement for Slow Food is described in terms of knowledge, attitude and behaviour and after that the price level of raw milk cheese is given. At the end of this chapter an estimation can be given on how much raw milk cheese could be sold realistic in Austria and at what price level this cheese can be sold. In order to sell raw milk cheese in Austria, Dutch producers have to cooperate closely with Slow Food Austria. Therefore the marketing and communication goals can be divided into two steps: Establishing on the Austrian market of raw milk cheese products Successful operation on the Austrian market of raw milk cheese products. 5.1 Establishing on the Austrian market of raw milk cheese products In a first step Dutch producers will deal with Slow Food Vienna and only a few other initiatives in that city. After establishing in the Austrian Capital it is useful to cooperate with Slow Food offices and regional initiatives in other provinces. In the 17

18 Capital Area of Vienna about 2.5 Million people could be reached - a forth of the Austrian population. The second step of market penetration would include cooperation with Slow Food offices in other major cities. These include Slow Food Styria for the market in Graz Slow Food Upper Austria for the market in Linz Slow Food Salzburg for the market in Salzburg Slow Food Tyrol for the market in Innsbruck 5.2 Marketing and communication goals This subchapter is divided into the different marketing and communication, first the multimedia communication and direct marketing is explained, after that event marketing and sales promotion is given and finally the sales initiatives are given. Participation on the stands of Slowfood Vienna on four markets in Vienna: Karmelitermarkt, Naschmarkt, Bauernmarkt Stadlau and Kutschkermarkt. This requires either a wholesaler in Austria or the presence of skilled workforce on these local markets. Reaching about 20% of the target group via direct marketing on the above mentioned markets in Vienna. According to the estimations in the part "Estimation sales and turnover" 20% of the target group are persons. These persons should buy 20% of their annual consumption of raw milk cheese in average. That is about 268 grams. Online distribution on the platform of Slowfood Austria for raw milk cheese and participation on the facebookgroup kaes.at. Regular maintenance is herefore required. sales promotion: Organising a cheese-tasting event within the first year for interested customers - probably in cooperation with Slowfood Vienna. A similar seminar has been organised with the products of Swiss Sbrinz raw milk cheese. Participation at the annual fair for organic products "Terra Madre" in the townhall in Vienna. Placing Dutch raw milk cheese in two organic supermarket-chains in Vienna, e.g. Biomarkt Maran Biomarket Placing products in ten restaurants or hotels in Vienna or throughout Austria - either in cooperation with Slowfood, a wholesaler or through direct customer contacts. Getting in contacts with partner organisations of Slowfood to find potential customers. These are Arche Noah, Arche Austria and Bio Austria Multimedia communication and direct marketing Actions that can be taken into account for the multimedia communication and direct marketing are participation on the platform for online distribution of raw milk cheese in Austria named kaes.at. 8 The main goals here is: offering products on this platform

19 Another action for multimedia communication is participation on the face book group kaes.at, with the goal of: regular posting is important, this way your target group knows you re out there! Event marketing: trade fairs and markets For event marketing, different markets are interesting for Slow Food when exporting Dutch raw milk cheese to Austria. Karmelitermarkt Naschmarkt Bauernmarkt Stadlau Kutschkermarkt Participation on these stands of Slow Food at the Viennese markets is essential to the main goal: Getting product awareness of target group, the quantitative goal is a regularly observation of sales for getting a closer view Sales promotion Some actions for sales promotion are product presentation by Dutch producers on the mentioned Viennese markets and cheese tasting. This requires the presence of the producer or another skilled person. Organizing a seminar for the presentation of Dutch raw milk cheese together with Slow Food Vienna. A similar seminar has been organized with the products of Swiss Sbrinz raw milk cheese. Participation at the annual fair for organic products "Terra Madre" in the Viennese townhall. The main goal here is: getting in personal touch with target group Sales initiatives Last but not least, sales initiatives have to be made by Slow Food. have cooperation with partner organizations of Slow Food Vienna promoting organic products. These are: Arche Noah Arche Austria Bio Austria The main goal here is finding partners and interesting projects to participate. Also finding distribution partners, e.g. biomarket maran, other organic food markets in Vienna Hotels, Restaurants, Caterers The main goal here is to find distribution partners. 5.3 Knowledge, attitude and behaviour There are several options of entering the market in Austria. Dutch producers could provide a licence of selling their cheeses to a general distributor. Another option is the cooperation with Slowfood Austria. By choosing to cooperation with Slowfood Austria it is necessary to be in Vienna from time to time e.g. on the 19

20 markets to get in contact with the consumers. When selling the cheese on several markets in Vienna a good knowledge of the German language is also essential. The sales via internet on the platform require also permanent observation. If Dutch producers decide to participate at events or trade fairs it is essential to provide the necessary resources. 5.4 Price Level of raw milk cheese According to the Ministry of Agriculture the consumption of cheese per person was about 19,1 kilogramm in To get a rough idea about prices of cheeses in Austria in general we mention Österreichischer Bergkäse, which is being sold between 4,- and 5,60 per 100 grams in October 2011 according to the Ministry of Agriculture. This cheese is usually sold at weight of 250 grams. 10 As Slow Food is interested to sell Bouren Goudse Oplegkaas and Texel Sheep Cheese in Austria, a compare was made with the Dutch prices and two similar Swiss raw milk cheeses on the Austrian market. Cheese price NL / 100 grams price AT / 100 grams Texel Sheep Cheese 2,99 compare: Alp Geisenkäse 4,20 Boeren Goudse Oplegkaas 1,99 compare: Sbrinz AOC 2,90 Table 5.1: Comparison of Dutch raw milk cheese and Swiss raw milk cheese 1112 It is obvious, that Dutch raw milk cheeses are more reasonable than similar cheeses being sold on the Austrian market. 5.5 Estimation sales and turnover A serious estimation, how much Dutch raw milk cheese could be sold in Austria is not possible to conduct at this first stage of market entry. The most important thing is to launch the above mentioned marketing activities. After several months being active on the Austrian market a realistic estimation could done. This is an rough estimation, how much Dutch raw milk cheese could be sold in Austria in the first stage of marketing entry. The figures are based on statics mentioned in this text. Estimations for sales and turnover Consumption of cheese in Austria per year Market share of raw milk cheese 7 % Inhabitants Vienna 2011 January figures 19.1 kg 1.34 kg 1.714,142 persons

21 Share of Direct Marketing on the persons organic market in Austria 6.8% 16% of people buying organic products persons decide on the origin of products estimation: 20 % of the target group is persons reached estimation: target group buys 20% of 0,268 kg year s consumption of raw milk cheese average price of raw milk cheese kg = 30,- gram = 3,- calculation turnover: persons * , kg * 30,- calculation kilogram: persons * kg kg Table 5.2: Estimations for sales and turnover According to the estimation about kilogram of Dutch raw milk cheese could be sold in Vienna in the first phase of marketing entry in Austria. This would be an estimated turnover of about , Ch6 Target audiences First all the different target audiences for Slow Food will be described, after that the retail/trade level of Slow Food will be given. The last subchapter describes the influential groups for Dutch raw milk cheese. 6.1Target audiences Slow Food will target itself on several audiences, these target audiences are based on the several ways of segmentation, namely : Geographic segmentation Demographic segmentation Social-economic segmentation Psychographic segmentation Behavioural segmentation The main target group will be the high class Austrians who are able to buy high quality products like Dutch raw milk cheese. This is a social economic segmentation, because this segmentation is based on people with an higher income and the more expensive lifestyle which comes with that. These people might buy Dutch raw milk cheese because they enjoy more expensive and exclusive cheese. Another target audience for Slow Food will be the people that believe in sustainable and organic products. This target audience is also very important for Slow Food because of their believe in these products, they are willing to buy it, even though they can possibly not really afford it. This is a psychographic and behavioural segmentation. They know that eating organically is healthier and wish to live that way, although this way of life is more expensive

22 Because eating organically is becoming more and more popular in Austria, the third target group is people that wish to try raw milk cheese, but do not want to pay the Austrian price for it. This is also a social/economic segmentation. Because the quality of the Austrian and the Dutch raw milk cheese are the same, but the price of Dutch raw milk cheese is lower, they are more likely to buy Dutch raw milk cheese to try it out. The most important factors of the target audiences can be summoned by using the different segmentations. The factor that is geographically important, is that the target audiences live in urban areas of Austria. This is because Dutch raw milk cheese will only be available to buy in the big cities of Austria and not on the countryside because it would not be profitable. Factors that are demographically important, are first of all the age category of 25 and older, because on this age people make their own money and they can afford more expensive cheese. Gender however, is of no importance because the concept of eating is seen as an social event and therefore both men and women shop with pleasure. It is not a female task. Social-economic segmentation, people with higher income and a more expensive lifestyle are one of the main target groups. They can afford the product and are willing to because of their lifestyle. The most important behavioural factor is the way of life. People that want to live healthy, eat products that do not contain e-numbers or strongly take the environment into account. These people have the strongest will towards eating organically and therefore Dutch raw milk cheese. 6.2 Retail/trade level As raw milk cheese is a high quality product, niche marketing will be used. In the first year the focus will be only on Austria s capital city: Vienna. Vienna has a lot of opportunities to promote and trade raw milk cheese where the target group can be reached. The retail/trade level will be as followed: Figure 6.1: the retail/trade level 22

23 Multimedia communication is an effective marketing instrument to gain attention and directly reach the target group. Kaes.at is an online platform where interests meet and share posts about raw milk cheeses in general. There is also a web shop where different types of raw milk cheeses are sold. This is great opportunity where Dutch raw milk cheeses could be promoted by Slow Food. Event marketing is a good way to show the product on a stand and to meet with interests directly. It is a way to measure sales and know what motivates buyers/ interests to buy this type of cheese. Four main markets can be a strategic way for Slow Food to participate at: Karmelitermarkt Naschmarkt Bauernmarkt Stadlau Kutschkermarkt Sales promotion will be used to organise a seminar or product presentation where interest groups, culinary writers and most importantly the target group can know more about raw milk cheese and gain knowledge/attention about it. The sales promotion will be done by Dutch producers of the raw milk cheeses and support of Slow Food Vienna because of the knowledge they have about the product. These seminar can be organised at the Viennese town hall, where Slow Food Vienna and Dutch producers could attend the annual fair for organic products Terra Madre. Sales initiatives are useful to partner with and keep promoting organic products, in this case raw milk cheese. Potential partners are: Arche Noah Arche Austria Bio Austria To retail the raw milk cheeses it is handy to find distribution partners who are already in contact with the target group. The target group will often appear at places such as: biomarket maran, other organic food markets in Vienna These retail distribution places will be used in the first year when the cheese is exported. After two years when the raw milk cheese has created more brand awareness, it is possible to expand to restaurant and catering branches. It is strategically chosen not to distribute this product to supermarket chains or specialized food stores, to remain the name and reputation of raw milk cheese original, pure and countrified. 6.3 Influential groups Some groups influences the selling/reputation of raw milk cheese. For example medical professionals debate over raw milk cheeses and the influence on human s health. Some of them think raw milk cheese is dangerous because of the bacteria s such as Listeria. Raw milk cheese hasn t been pasteurized. Public health officials and regulators sometimes want to forbid the selling of raw milk cheeses because of the influence on human s health care. Raw milk cheese farms will get a bad reputation because of these groups. 23

24 The government can also influence the selling of raw milk cheese. They can for example forbid the sale of raw milk cheese. FDA(Food and drug administration) is concerned about raw milk cheese which haven t been aged 60 days. The last years more than 800 people went sick of eating raw milk cheese. If this number will grow the production of raw milk cheese gets under pressure. The FDA requires raw milk cheese producers to conform with testing and sanitary standards(also in Austria). The FDA in the United States for example the sale of raw milk cheese is illegal because of the bad bacteria s. This shows the influence on selling the raw milk cheese. The European Union also have a influence. The regulations of raw milk cheese are the same in Europe but the compliance can be different in each country. The EU establish strict rules for producing raw milk cheese and the hygiene will be checked. In Austria they want to ensure that the raw milk cheese hasn t a bad influence on health care. They will do this trough education programs and seminars for raw milk cheese manufactures. Also checklists, producing instructions and production protocols will be used. Influential groups can also have a positive affect for buying raw milk cheese. When taking a closer look to the persona(previous report) it is clear that the consumers are interested in organic dairy products. These consumers would be mid-aged and mostly well-educated. Because of that reason they can afford expensive cheese such as raw milk cheese. They will read culinary and lifestyle magazines such as Servus(in Stadt&Land), gourmet, bon appétit. These magazines will influence the sale of organic food such as raw milk cheese in a good way because of their articles. Also the high segment restaurants in Austria such as Steirereck in Vienna(one of the best restaurants in Austria) do have raw milk cheese on their menu. Consumers in the high segment will go to expensive restaurants in for example Vienna, because of that raw milk cheese will become a more popular product. Foodies are also important for promoting organic products. A foodie is someone who loves to drink and eat and have a great attention for the ingredients and the preparation of food Ch7 Positioning of Slow Food This chapter gives an indication on how to position Dutch raw milk cheese against the competition in Austria. Also the expected perception of the Dutch Raw Milk cheese needs to be in the eyes of the target groups in Austria will be described /what-will-the-fda-do-about-the-60-day-aging-rule-for-raw-milk/

Project: Marketing plan for Dutch Raw Milk Cheese in Germany

Project: Marketing plan for Dutch Raw Milk Cheese in Germany Project: Marketing plan for Dutch Raw Milk Cheese in Germany Supported by Slow Food Group 12 Germany Maximilian Hüller S1055280 Karin Visser S1037664 Mary Makri S1055273 Niall Prendergast S1055458 IBS2B

More information

3.1 CONDUCTING MARKET RESEARCH; DRAWING THE RIGHT CONCLUSIONS. Doing Market Research. Market Research; Examples Of Information Needed

3.1 CONDUCTING MARKET RESEARCH; DRAWING THE RIGHT CONCLUSIONS. Doing Market Research. Market Research; Examples Of Information Needed 31 MARKET RESEARCH 3 CONDUCTING MARKET RESEARCH; DRAWING THE RIGHT CONCLUSIONS Doing Market Research Market Research; Examples Of Information Needed Market Research 1 Market Research 2 Some Market Research

More information

Chapter 6 Marketing services

Chapter 6 Marketing services Egg marketing 81 Chapter 6 Marketing services Market information, marketing education and training, promotional campaigns to promote egg consumption, marketing research to aid in producer and trader decision

More information

Application of Porter s Five Forces Model Paper

Application of Porter s Five Forces Model Paper Application of Porter s Five Forces Model Paper Example 1: Fast Casual Industry The Porter s Five Forces Model illustrates how the competitive landscape in an industry is impacted by five prominent forces.

More information

Pharmaceutical Business Plan Dawn Romvari-Mihalyi Cellular 917-208-7366

Pharmaceutical Business Plan Dawn Romvari-Mihalyi Cellular 917-208-7366 Pharmaceutical Business Plan Dawn Romvari-Mihalyi Cellular 917-208-7366 1.0 Executive Summary 2.0 Situation Analysis 2.1 Market Summary 2.1.1 Market Demographics 2.1.2 Market Needs 2.1.3 Market Trends

More information

Marketing Plan Template

Marketing Plan Template 1. Executive Summary (Done Last) Marketing Plan Template Keep in mind that not everyone will read every page of your marketing plan. Your executive summary should highlight the most important parts. It

More information

Pharmaceutical Marketing Overview Ibrahim Alabbadi MBA, PhD Amman- July-2015

Pharmaceutical Marketing Overview Ibrahim Alabbadi MBA, PhD Amman- July-2015 Pharmaceutical Marketing Overview Ibrahim Alabbadi MBA, PhD Amman- July-2015 1 Pharmacists job opportunities Hospital Community Pharmaceutical industry Marketing Others Academia Insurance Social security

More information

What this topic is about. The purpose of marketing Different approaches to marketing Segmentation Niche &mass markets B2C & B2B marketing

What this topic is about. The purpose of marketing Different approaches to marketing Segmentation Niche &mass markets B2C & B2B marketing Effective Marketing What this topic is about The purpose of marketing Different approaches to marketing Segmentation Niche &mass markets B2C & B2B marketing What is Marketing? The process of identifying,

More information

AQA Level 3 Technical Level Business

AQA Level 3 Technical Level Business AQA Level 3 Technical Level Business Marketing principles Unit Number: Y/506/6086 Specimen Question Paper Time allowed: 2 hours Instructions Use black ink or black ball-point pen Answer all questions You

More information

SECTION A Consists of a separate multiple choice paper. Each question is worth one mark. Attempt all 25 questions.

SECTION A Consists of a separate multiple choice paper. Each question is worth one mark. Attempt all 25 questions. Foundations of Marketing: B1072: 2012/13 Exam Paper This examination is in TWO sections. SECTION A Consists of a separate multiple choice paper. Each question is worth one mark. Attempt all 25 questions.

More information

Food & Drink Industry Austria. Bord Bia, Frankfurt November 27 th 2008

Food & Drink Industry Austria. Bord Bia, Frankfurt November 27 th 2008 Food & Drink Industry Austria Bord Bia, Frankfurt November 27 th 2008 Austrian Market Overview Population: 8.26 million (OECD, 2008) Capital: Vienna (1.65 million), Graz (244,537), Linz (188,407) and Salzburg

More information

Chapter 2 Market Structure, Types and Segmentation

Chapter 2 Market Structure, Types and Segmentation Market Structure There are a variety of differing market structures which are separated by the levels of competition that exist within each market and the market conditions in which the businesses operate.

More information

IKEA case study SWOT analysis and sustainable business planning

IKEA case study SWOT analysis and sustainable business planning IKEA case study SWOT analysis and sustainable business planning Page 1: Introduction IKEA is an internationally known home furnishing retailer. It has grown rapidly since it was founded in 1943. Today

More information

Marketing Strategy for Start-Up Businesses or New Product Launch

Marketing Strategy for Start-Up Businesses or New Product Launch Every business owner should develop a written guideline that sets forth the business's marketing strategy. This document is used to judge the appropriateness of each action that the business takes. If

More information

China - Peoples Republic of. Dairy and Products Annual. Annual

China - Peoples Republic of. Dairy and Products Annual. Annual THIS REPORT CONTAINS ASSESSMENTS OF COMMODITY AND TRADE ISSUES MADE BY USDA STAFF AND NOT NECESSARILY STATEMENTS OF OFFICIAL U.S. GOVERNMENT POLICY Required Report - public distribution Date: GAIN Report

More information

Inbound Marketing The ultimate guide

Inbound Marketing The ultimate guide Inbound Marketing The ultimate guide La Casita Del Cuco.EBOOK Inbound Marketing - The ultimate guide Version _ 02 Date _ September 2015 Introduction Inbound Marketing is a marketing philosophy which has

More information

Guide to Market Research and Analysis

Guide to Market Research and Analysis The Orangeville & Area Small Business Enterprise Centre (SBEC) 87 Broadway, Orangeville ON L9W 1K1 519-941-0440 Ext. 2286 or 2291 sbec@orangeville.ca www.orangevillebusiness.ca Supported by its Partners:

More information

Developing a Marketing Plan. Develop a strategic marketing plan to successfully grow your business and increase profits

Developing a Marketing Plan. Develop a strategic marketing plan to successfully grow your business and increase profits Developing a Marketing Plan Develop a strategic marketing plan to successfully grow your business and increase profits Learning Objectives At the end of this module, you will be able to: Understand the

More information

International market research

International market research International market research An international marketing strategy for Dutch Raw Milk Cheese in Austria Maaike Bouma (1040298) Charlotte Fievet (1051827) Emilia van Kuijeren (1036516) Roelinda de Ridder

More information

Cost Effective Marketing Plans and Resources April 2011

Cost Effective Marketing Plans and Resources April 2011 Cost Effective Marketing Plans and Resources April 2011 Dawn Thilmany McFadden Dept of Ag and Resource Economics And Cooperative Extension Colorado State University Overview Strategic Positioning and Marketing

More information

Better connections: What makes Australians stay with or switch providers? March 2015

Better connections: What makes Australians stay with or switch providers? March 2015 Better connections: What makes Australians stay with or switch providers? March 2015 Contents p2 Methodology p3 Audience segments p4 Executive summary p6 Which companies do Australians commonly interact

More information

Agricultural Marketing. Direct Marketing Strategies and Opportunities. Commodity or Niche? MARKETS DEFINED

Agricultural Marketing. Direct Marketing Strategies and Opportunities. Commodity or Niche? MARKETS DEFINED Direct Marketing Strategies and Opportunities Mykel Taylor Assistant Professor Dept. of Agricultural Economics NCKS Commercial Enterprises Conference February 25, 2012 Agricultural Marketing Commodity

More information

LOCAL FOOD CONSUMERS: HOW MOTIVATIONS AND PERCEPTIONS TRANSLATE TO BUYING BEHAVIOR

LOCAL FOOD CONSUMERS: HOW MOTIVATIONS AND PERCEPTIONS TRANSLATE TO BUYING BEHAVIOR 1st Quarter 2010 25(1) LOCAL FOOD CONSUMERS: HOW MOTIVATIONS AND PERCEPTIONS TRANSLATE TO BUYING BEHAVIOR Yuko Onozaka, Gretchen Nurse, and Dawn Thilmany McFadden Emerging market demand for local foods

More information

Enterprise in the Hospitality and Catering Industry Module 5

Enterprise in the Hospitality and Catering Industry Module 5 Module 5 Contents Page Number Introduction - Aims 3-5 Workbook Content Glossary 6 Industry 7 Planning and Participate in the organisation of a Function / Event Task 1: Finding information 8 Task 2: Size

More information

Understanding Drivers and Barriers to Consumption of South East Queensland Local and Regional Foods

Understanding Drivers and Barriers to Consumption of South East Queensland Local and Regional Foods Understanding Drivers and Barriers to Consumption of South East Queensland Local and Regional Foods 1 Prepared for: Queensland Government Regional Services Level 1, 60 Wises Road PO Box 5395 Maroochydore

More information

Foods With Healthy Supplements and Organics Have Room for Growth

Foods With Healthy Supplements and Organics Have Room for Growth Foods With Healthy Supplements and Organics Have Room for Growth Major Perception Gaps Across the Globe Towards Fortified and Organic Foods Popularity Held Back by Pricy Image, Niche Distribution and Credibility

More information

Australian Meat Industry Council

Australian Meat Industry Council Australian Meat Industry Council 2015 Future Scan: A tale of industry transition September 2015 To see a better way try a fresh set of eyes 3 About the future scan Mega trends snapshot What does the future

More information

Community Futures Management Consultant in a Box

Community Futures Management Consultant in a Box Community Futures Management Consultant in a Box Strategic Business Planning Purpose of this Document The purpose of this document is to provide you with the process that a management consultant would

More information

Lesson 3: Direct Marketing of Agriculture Produce

Lesson 3: Direct Marketing of Agriculture Produce Agricultural Marketing Resource Center Value-added Agriculture Profile Iowa State University November 2007 Lesson 3: Direct Marketing of Agriculture Produce Funding was provided by the Agricultural Marketing

More information

Competitive analysis of the fruit processing industry in Nepal, Vietnam, India, Sri Lanka and Bangladesh Using Porter s Five Forces Model

Competitive analysis of the fruit processing industry in Nepal, Vietnam, India, Sri Lanka and Bangladesh Using Porter s Five Forces Model Competitive analysis of the fruit processing industry in Nepal, Vietnam, India, Sri Lanka and Bangladesh Using Porter s Five Forces Model For an ICUC (International Centre for Underutilised Crops) Project

More information

International Business Plan A PRACTICAL GUIDE FOR EXPORTERS

International Business Plan A PRACTICAL GUIDE FOR EXPORTERS International Business Plan A PRACTICAL GUIDE FOR EXPORTERS ÍNDICE 1 TABLE OF CONTENTS PLAN STRUCTURE 5 SECTIONS 6 EXPLANATORY NOTES 36 CASE STUDY 67 This is a sampble of 18 pages out of 97 of the International

More information

New Mexico Broadband Program

New Mexico Broadband Program New Mexico Broadband Program Internet Tools for Small Business Success Module 4 Introduction to Online Marketing Internet Tools for Small Business Success Class Series 1. Terminology & Planning 2. Communication

More information

Our approach to investments on the stock market

Our approach to investments on the stock market TlB Our approach to investments on the stock market Introduction This document contains the third version of the Investment Strategy for stock market investments used by Triodos Investment Management B.V.

More information

SWOT analysis and PEST analysis

SWOT analysis and PEST analysis SWOT analysis and PEST analysis (Notes to accompany templates) The SWOT analysis is an extremely useful tool for understanding and reviewing the company s position prior to making decisions about future

More information

Organic Action Plan for Denmark. Working together for more organics

Organic Action Plan for Denmark. Working together for more organics Organic Action Plan for Denmark Working together for more organics 1 Preface Organic products have derived from biodynamic idealism in small health food stores to a natural and ordinary shopping choice

More information

Marketing at McDonald s

Marketing at McDonald s at McDonald s Careers McDonald s is one of the best known brands worldwide. This case study shows how McDonald s aims to continually build its brand by listening to its customers. It also identifies the

More information

Sustainable Food. Public Summary of Policy Document

Sustainable Food. Public Summary of Policy Document Sustainable Food Public Summary of Policy Document Core policy statement Minister of Agriculture, Nature and Food Quality If consumers are to choose sustainable food, these products must be available in

More information

Market research. Chapter 4 Market research. The objectives of market research

Market research. Chapter 4 Market research. The objectives of market research Market research Businesses regard having an understanding of the market place as a major priority. This is because of the following factors: the expense of launching new products; the importance of maintaining

More information

RVO s Seminar: Fact-finding study Colombia. By Diana Alarcón & Juliana Niño

RVO s Seminar: Fact-finding study Colombia. By Diana Alarcón & Juliana Niño RVO s Seminar: Fact-finding study Colombia By Diana Alarcón & Juliana Niño The Hague,26 March 2015 For Today Business Bridge Who are we? Our approach to this study Dairy Sector in Colombia Current state

More information

Optimeyes: Case Study Notes

Optimeyes: Case Study Notes Optimeyes: Case Study Notes Synopsis One of the strengths of this case is the breadth of the business and marketing issues it encompasses, while still allowing the opportunity for a rigorous analysis of

More information

Dairy Market, Romania, 2009-2016

Dairy Market, Romania, 2009-2016 Brochure More information from http://www.researchandmarkets.com/reports/3043644/ Dairy Market, Romania, 2009-2016 Description: In 2013 the milk and dairy market in Romania rose 8% in volume and 12% in

More information

Market Segmentation, Targeting, and Positioning. Leonard Walletzký

Market Segmentation, Targeting, and Positioning. Leonard Walletzký Market Segmentation, Targeting, and Positioning Leonard Walletzký 5C STP Marketing Mix Marketing framework Customer Company Context Collaborators Competitors Segmentation Targeting Positioning 4P 7P 4C

More information

Principles Mandatory June 2010. The Nestlé Corporate Business Principles

Principles Mandatory June 2010. The Nestlé Corporate Business Principles Principles Mandatory June 2010 The Nestlé Corporate Business Principles Nestlé principles and policies map The ten principles of business operations Consumers Human rights and labour practices Our people

More information

Essential Guide for Business Plan Creation Basic 12 step guide for executing a successful Business Plan

Essential Guide for Business Plan Creation Basic 12 step guide for executing a successful Business Plan Essential Guide for Business Plan Creation Basic 12 step guide for executing a successful Business Plan EBP Business Plan Designer Written by Matthew Parfitt EBP International Sales Executive The Essential

More information

Lesson 1. Assessing the Marketplace

Lesson 1. Assessing the Marketplace Assessing the Marketplace Your first lesson consists of four assignments that cover the first four chapters. These assignments provide a useful overview of the contemporary marketing environment and all

More information

Marketing planning toolkit for small business

Marketing planning toolkit for small business 10 Minute Guide Marketing planning toolkit for small business Membership Services Moor Hall, Cookham Maidenhead Berkshire, SL6 9QH, UK Telephone: 01628 427500 www.cim.co.uk/marketingresources The Chartered

More information

Retail Marketing Strategy

Retail Marketing Strategy Chapter 5 Retail Marketing Strategy PPT McGraw-Hill/Irwin 5-1 Levy/Weitz: Retailing Management, 5/e Copyright 2004 by The McGraw-Hill Companies, Inc. All rights reserved. Elements in Retail Strategy Target

More information

Question bank relating to each chapter

Question bank relating to each chapter Question bank relating to each chapter Chapter 1 Development of a strategic approach to marketing its culture; internal macro- and external micro-environmental issues 1. What factors have given rise to

More information

CHAPTER. Market Research. Research? Section What Is Your Competitive Advantage?

CHAPTER. Market Research. Research? Section What Is Your Competitive Advantage? CHAPTER Market Research Section Research? What Is Market Section What Is Your Competitive Advantage? SECTION What Is Market Research? OBJECTIVES Explain why market research is important Consider important

More information

Understanding consumers' trends on the purchases of dairy products Dr Cesar Revoredo-Giha

Understanding consumers' trends on the purchases of dairy products Dr Cesar Revoredo-Giha Understanding consumers' trends on the purchases of dairy products Dr Cesar Revoredo-Giha Event Date Improving health attributes of dairy chains workshop, Edinburgh, February, 2013 Outline of the presentation

More information

AP HUMAN GEOGRAPHY 2009 SCORING GUIDELINES

AP HUMAN GEOGRAPHY 2009 SCORING GUIDELINES AP HUMAN GEOGRAPHY 2009 SCORING GUIDELINES Question 3 Agriculture in the United States has changed significantly in the past few decades. With respect to the past, present, and projected trends in agriculture

More information

Ralph Lauren. Shelby Gray Group #2 BUS 440.02 11:30

Ralph Lauren. Shelby Gray Group #2 BUS 440.02 11:30 Ralph Lauren Shelby Gray Group #2 BUS 440.02 11:30 0 COMPANY OVERVIEW Polo Ralph Lauren is a company specializing in the production of lifestyle products. Ralph Lauren began forty years ago with simply

More information

D.A.M. De Silva and Trond Bjorndal, Sabaragamuwa University of Sri Lanka and Centre for the Economics and Management of Aquatic Resources(CEMARE), UK

D.A.M. De Silva and Trond Bjorndal, Sabaragamuwa University of Sri Lanka and Centre for the Economics and Management of Aquatic Resources(CEMARE), UK D.A.M. De Silva and Trond Bjorndal, Sabaragamuwa University of Sri Lanka and Centre for the Economics and Management of Aquatic Resources(CEMARE), UK Introduction Objectives Conceptual framework Methodology

More information

Unit 4: Marketing Principles

Unit 4: Marketing Principles Unit 4: Marketing Principles Unit code: F/601/0556 QCF level: 4 Credit value: 15 credits Aim This unit aims to provide learners with understanding and skills relating to the fundamental concepts and principles

More information

GENERAL GUIDELINES FOR DEVELOPING A BUSINESS PLAN

GENERAL GUIDELINES FOR DEVELOPING A BUSINESS PLAN GENERAL GUIDELINES FOR DEVELOPING A BUSINESS PLAN August 2012 Table of contents Introduction... 3 1. Executive Summary... 3 2. Business Summary... 3 2.1 Company Summary... 3 2.2 Management Summary... 3

More information

Evaluating the Potential of Success for Value-Added Products

Evaluating the Potential of Success for Value-Added Products Extension W040 Evaluating the Potential of Success for Value-Added Products Complete these tools get a broad assessment of the potential of value-added market success. Project Partners This project was

More information

Marketing Management

Marketing Management Marketing Management Theocharis Katranis Fall Semester 2014 1 Today s Lecture 1. We will discuss the competitive forces in a market 2. We will identify and analyse competitors 3. We will elaborate different

More information

SOCIAL COMMUNICATION CONTEST POSTERHEROES 5 >08TH NOVEMBER 2014 29TH MARCH 2015 < PRODUCTION TRANSFORMATION DISTRIBUTION DISPOSAL

SOCIAL COMMUNICATION CONTEST POSTERHEROES 5 >08TH NOVEMBER 2014 29TH MARCH 2015 < PRODUCTION TRANSFORMATION DISTRIBUTION DISPOSAL SOCIAL COMMUNICATION CONTEST POSTERHEROES 5 08TH NOVEMBER 2014 29TH MARCH 2015 < Vandana Shiva 1995 Uniformity and diversity are not just patterns of land use, they are ways of thinking and ways of living.

More information

b2c e commerce practices: a SWOT analysis Nicola Costantino

b2c e commerce practices: a SWOT analysis Nicola Costantino b2c e commerce practices: a SWOT analysis Nicola Costantino B2c: global trends Regionalgrowth 2005 2010 Absolutevalues By absolute value, in 2011, the two most important markets for internet retailing

More information

Trier 5. Segmentation and positioning

Trier 5. Segmentation and positioning Trier 5 Segmentation and positioning Previewing concepts (1) Define the steps in designing a customerdriven marketing strategy: market segmentation, market targeting, differentiation, and positioning (STP)

More information

Whitepaper Online Selling in China in 3 Easy Steps

Whitepaper Online Selling in China in 3 Easy Steps Whitepaper Online Selling in China in 3 Easy Steps www.salesupply.com Copyright 8-2015 Salesupply AG, All rights reserved Introduction China is at present the world s second largest economy and the EU

More information

Segmentation, Targeting, and Positioning

Segmentation, Targeting, and Positioning Segmentation, Targeting, and Positioning What We Learn? Learn the three steps of target marketing, market segmentation, target marketing, and market positioning Understand the major bases for segmenting

More information

FEEDING OUR CHILDRENS FUTURE: AN INTRODUCTION TO THE PROGRAMME. A food-web mapping project for children aged 7 to 11 from Transition Network

FEEDING OUR CHILDRENS FUTURE: AN INTRODUCTION TO THE PROGRAMME. A food-web mapping project for children aged 7 to 11 from Transition Network FEEDING OUR CHILDRENS FUTURE: AN INTRODUCTION TO THE PROGRAMME A food-web mapping project for children aged 7 to 11 from Transition Network This resource for community groups and schools was developed

More information

Integrated Skills in English ISE II

Integrated Skills in English ISE II Integrated Skills in English ISE II Reading & Writing exam Sample paper 1 Your full name: (BLOCK CAPITALS) Candidate number: Centre: Time allowed: 2 hours Instructions to candidates 1. Write your name,

More information

When you complete the course, you will have the option of receiving a course completion confirmation from the SBA.

When you complete the course, you will have the option of receiving a course completion confirmation from the SBA. Market Research 1.1 Introduction The SBA Learning Center presents: Market Research. Produced by the SBA s Office of Entrepreneurship Education, this self-paced course provides an introduction to market

More information

City of Helsinki Culinary Culture Strategy

City of Helsinki Culinary Culture Strategy City of Helsinki City of Helsinki Culinary Culture Strategy 1. Introduction The Strategy Programme of Helsinki for 2009 2012 has set a goal that Helsinki will be developed as a centre for Finnish food

More information

The Market for Organic Products in Europe

The Market for Organic Products in Europe The Market for Organic Products in Europe Focus: Animal Production Dr. Toralf Richter, Archiviert unter: http://orgprints.org/00002616/ Organic Market Europe Table of Contents Table of Contents General

More information

MARKET SEGMENTATION TARGETING POSITIONING

MARKET SEGMENTATION TARGETING POSITIONING MARKET SEGMENTATION TARGETING POSITIONING Ch. 8 KOTLER, BOWEN, AND MAKENS. MARKETING FOR HOSPITALITY AND TOURISM. 6E. PEARSON HIGHER EDUCATION. 2014 MARKET SEGMENTATION Dividing a market into distinct

More information

MARKET NEWSLETTER No 94 May 2015

MARKET NEWSLETTER No 94 May 2015 Believe in Olive Oil promotion campaign gears up for launch in Japan The International Olive Council will be officially launching its Believe in Olive Oil campaign to promote olive oil in Japan this coming

More information

Arla Foods amba Aarhus, Denmark INVESTOR ANNOUNCEMENT 17-02-2016. Arla Foods Annual Results 2015

Arla Foods amba Aarhus, Denmark INVESTOR ANNOUNCEMENT 17-02-2016. Arla Foods Annual Results 2015 Arla Foods amba Aarhus, Denmark INVESTOR ANNOUNCEMENT 17-02-2016 Arla Foods Annual Results 2015 Arla delivered a robust performance against difficult conditions in 2015, which was a tough year for the

More information

Cooperation with Global Partners. NetEase

Cooperation with Global Partners. NetEase Cooperation with Global Partners NetEase Growing Middle Class in China Fast Growing China E-Commerce Market 649 M Internet Users E-Commerce GMV: RMB 13 Trillion in 2014 2014 Internet Penetration Rate:

More information

SWOT analysis can be used for:

SWOT analysis can be used for: SWOT ANALAYSIS For business it is important to know your surrounding environment from internal and external point of view. Therefore it is important to evaluate environment opportunities in relation to

More information

LIST OF CONTENTS AND TABLES

LIST OF CONTENTS AND TABLES LIST OF CONTENTS AND TABLES Bottled Water in South Korea - Category analysis... 1 Headlines... 1 Trends... 1 Competitive Landscape... 2 Prospects... 2 Category Data... 3 Institutional Bottled Water Sales...

More information

The Market for Food Processing and Packaging Equipment in Yekaterinburg

The Market for Food Processing and Packaging Equipment in Yekaterinburg TITLE: The Market for Food Processing and Packaging Equipment in Yekaterinburg COUNTRY: POST OF ORIGIN: Yekaterinburg DATE OF REPORT: June 5, 2001 AUTHOR: Yelena Zheberlyaeva Summary: This report focuses

More information

Chicken Cottage Expansion Strategy 1

Chicken Cottage Expansion Strategy 1 Chicken Cottage Expansion Strategy 1 Global Business in Emerging Regions Case Study of Chicken Cottage Expansion in India Name Course Instructor Institution Location Date of Submission Chicken Cottage

More information

Module 7 8/12/2010. What types of strategies are used by organizations? How are strategies formulated and

Module 7 8/12/2010. What types of strategies are used by organizations? How are strategies formulated and Module 7 Module 7 Strategy and Strategic Management What types of strategies are used by organizations? How are strategies formulated and implemented? 7.1 Types of organizational strategies Comprehensive

More information

Updating Little Caesars Brand and Market Presence

Updating Little Caesars Brand and Market Presence Updating Little Caesars Brand and Market Presence Table of Contents Executive Summary... 3 Company Description... 3 Company Mission and Goals... 4 Company s Core Competencies... 4 Situation Analysis...

More information

A Profile of Farmers Market Consumers and the Perceived Advantages of Produce Sold at Farmers Markets

A Profile of Farmers Market Consumers and the Perceived Advantages of Produce Sold at Farmers Markets A Profile of Farmers Market Consumers and the Perceived Advantages of Produce Sold at Farmers Markets Marianne McGarry Wolf, Arianne Spittler, and James Ahern This study examines responses of 336 produce

More information

The world changes rapidly and frequently Means each business must stay informed about its Market

The world changes rapidly and frequently Means each business must stay informed about its Market Chapter 7 Section The world changes rapidly and frequently Means each business must stay informed about its Market A group of potential customers people or businesses who are willing and able to purchase

More information

Potential for Online Grocery Shopping in the Urban Area of Vienna. Introduction

Potential for Online Grocery Shopping in the Urban Area of Vienna. Introduction Potential for Online Grocery Shopping in the Urban Area of Vienna Andreas Schuster 1 and Barbara Sporn 2 Department of Management Information Systems, Wirtschaftsuniversität Wien, Austria Introduction

More information

TV & online ads: more effective when seen together

TV & online ads: more effective when seen together TV & online ads: more effective when seen together A recent study shows that, when TV & online ads are shown concurrently, the average uplift across all brand metrics is +18% Contents Introduction 3 Internet

More information

Professor: Dr. Mary Flannery Teaching Assistant: Jia-Yuh Chen ECON 136 Business Strategy February 27, 2006

Professor: Dr. Mary Flannery Teaching Assistant: Jia-Yuh Chen ECON 136 Business Strategy February 27, 2006 CASE STUDY Professor: Dr. Mary Flannery Teaching Assistant: Jia-Yuh Chen ECON 136 Business Strategy February 27, 2006 INDUSTRY ANALYSIS The retail industry is dominated by few retail giants, with Wal-Mart

More information

phasing out ARTIFICIAL TRANS FAT How to Comply: What Restaurants, Caterers, Mobile Food Vendors, and Others Need to Know

phasing out ARTIFICIAL TRANS FAT How to Comply: What Restaurants, Caterers, Mobile Food Vendors, and Others Need to Know phasing out ARTIFICIAL TRANS FAT in Cambridge Food Service Establishments How to Comply: What Restaurants, Caterers, Mobile Food Vendors, and Others Need to Know SUMMARY OF REGULATION In 2009, the City

More information

Healthy Food? Lucien van der Hoeven - GfK Symposium Nutrient Density May 2010 - Amsterdam

Healthy Food? Lucien van der Hoeven - GfK Symposium Nutrient Density May 2010 - Amsterdam 1 Healthy Food? Lucien van der Hoeven - GfK Symposium Nutrient Density May 2010 - Amsterdam Add teaser movie here 2 http://www.youtube.com/watch?v=uqic_b dixw0 Obama Intro Let s Move Busy people, sometimes

More information

Marketing Research and Planning. Consumer Buying Process. Four Types of Buying Behavior. Decision Making Sets

Marketing Research and Planning. Consumer Buying Process. Four Types of Buying Behavior. Decision Making Sets ing Research and Planning research: basic concepts and methods April 26, 2007 1 2 3 5 Selfactualization (self-development and and realization) 4 Esteem needs (self-esteem, recognition) Social needs (sense

More information

NATIONAL UNIVERSITY OF LIFE AND ENVIRONMENTAL SCIENCES OF UKRAINE

NATIONAL UNIVERSITY OF LIFE AND ENVIRONMENTAL SCIENCES OF UKRAINE NATIONAL UNIVERSITY OF LIFE AND ENVIRONMENTAL SCIENCES OF UKRAINE Ukrainian agricultural products competitiveness on European market in time of financial challenges Sergey Grygoryev Contents: Part 1. Trade

More information

The future agenda for development cooperation: voices of Dutch society

The future agenda for development cooperation: voices of Dutch society The future agenda for development cooperation: voices of Dutch society Contribution prepared for the High Level Panel on the Post 2015 development agenda - March 2013 Prepared by NCDO, in cooperation with

More information

Marketing Plan Development 101: The Importance of Developing a Marketing Plan for Public Transit Agencies & Commuter Assistance Programs

Marketing Plan Development 101: The Importance of Developing a Marketing Plan for Public Transit Agencies & Commuter Assistance Programs Marketing Plan Development 101: The Importance of Developing a Marketing Plan for Public Transit Agencies & Commuter Assistance Programs Mark Glein, PhD, Marketing Florida State University Marketing Plan

More information

How To Sell Wine In The Uk

How To Sell Wine In The Uk CBI Market channels and s for wine in the United kingdom Your trade route through the European market Wine trade in the United Kingdom (UK) is dominated by supermarkets, which increasingly sell private

More information

1. Planning - Establishing organizational goals and deciding how to accomplish them

1. Planning - Establishing organizational goals and deciding how to accomplish them 1 : Understanding the Management Process Basic Management Functions 1. Planning - Establishing organizational goals and deciding how to accomplish them SWOT analysis - The identification and evaluation

More information

Canada s Organic Market National Highlights, 2013

Canada s Organic Market National Highlights, 2013 Canada s Organic Market National Highlights, 2013 IN LATE 2012, THE CANADA ORGANIC TRADE ASSOCIATION LAUNCHED THE ORGANIC MARKET RESEARCH PROGRAM, THE MOST COMPREHENSIVE STUDY OF CANADA S ORGANIC MARKETPLACE

More information

Nutrition Education Competencies Aligned with the California Health Education Content Standards

Nutrition Education Competencies Aligned with the California Health Education Content Standards Nutrition Education Competencies Aligned with the California Health Education Content Standards Center for Nutrition in Schools Department of Nutrition University of California, Davis Project funded by

More information

Market Research Overview

Market Research Overview Page 1 of 6 MARKET RESEARCH OVERVIEW Market research is not handed to you on a silver platter unless you are paying a consulting firm to do it. You need to go out there, find lots of disparate pieces of

More information

Blackblot PMTK Marketing Review. <Comment: Replace the Blackblot logo with your company logo.>

Blackblot PMTK Marketing Review. <Comment: Replace the Blackblot logo with your company logo.> Company Name: Product Name: Date: Contact: Department: Location: Email: Telephone: Blackblot PMTK Marketing Review Document Revision History:

More information

SWOT Matrix and Organizational Strategic Plan Paper

SWOT Matrix and Organizational Strategic Plan Paper SWOT Matrix and Organizational Strategic Plan Paper Example 1: Chipotle TOWS Matrix Strengths Weaknesses Company maintains ownership over all restaurants Expanding into markets with a diversified tastes

More information

Using Choice-Based Market Segmentation to Improve Your Marketing Strategy

Using Choice-Based Market Segmentation to Improve Your Marketing Strategy Using Choice-Based Market Segmentation to Improve Your Marketing Strategy Dr. Bruce Isaacson, President of MMR Strategy Group Dominique Romanowski, Vice President of MMR Strategy Group 16501 Ventura Boulevard,

More information

HOW TO USE NEEDS BASED CUSTOMER SEGMENTATION IMPROVE YOUR MARKETING AND SOCIAL MEDIA STRATEGY

HOW TO USE NEEDS BASED CUSTOMER SEGMENTATION IMPROVE YOUR MARKETING AND SOCIAL MEDIA STRATEGY HOW TO USE NEEDS BASED CUSTOMER SEGMENTATION IMPROVE YOUR MARKETING AND SOCIAL MEDIA STRATEGY A publication of London, September 2012 HOW TO USE NEEDS BASED CUSTOMER SEGMENTATION by Michalis A. Michael

More information

BUSINESS NAME. Applicant Name. You ve had the idea, that s the first step. But starting a good business will take persistence, enthusiasm and a lot of

BUSINESS NAME. Applicant Name. You ve had the idea, that s the first step. But starting a good business will take persistence, enthusiasm and a lot of BUSINESS NAME Applicant Name You ve had the idea, that s the first step. But starting a good business will take persistence, enthusiasm and a lot of hard work. A clear business plan is essential for all

More information

ISA Engineering Program. Catalog of Courses. Academic year 2012-2013. First year (all classes are all year long)

ISA Engineering Program. Catalog of Courses. Academic year 2012-2013. First year (all classes are all year long) ISA Engineering Program Catalog of Courses Academic year 2012-2013 First year (all classes are all year long) Courses Number of hours ECTS Credits Language Exact Sciences Mathematics 59 4.5 French Physics

More information

Existing Analytical Market Assessment Tools - Definitions

Existing Analytical Market Assessment Tools - Definitions Existing Analytical Market Assessment Tools - Definitions November, 2003 This list of market assessment tools was prepared by Development Alternatives Inc. (DAI) as an internal working document to support

More information