study cases on the apple market and marketing
Post on 06-Jan-2016
45 Views
Preview:
DESCRIPTION
TRANSCRIPT
-
Study Cases on the Apple Market and MarketingBruno Sfogliarini AMAGI Market ResearchApple Attraction 2011Madrid - 21st October, 2011
AMAGI Market Research
Size and trend of apple marketAn estimation of apple market value in Italy is approx. 1 million
AMAGI Market Research
Expectations for apple marketWithin EU, apple production decreases respect to early 2000 years. For 2011, volumes are expected to be in line with 2007-2010 averages
AMAGI Market Research
A mix of branded & unbranded products
Fresh produce markets are typically a mixture of branded & unbranded products, thats the specific feature that makes more difficult to operate for marketing driven companies
AMAGI Market Research
F&V represent quality benchmark for retailers to consumersMore than 60% of consumers judge the store quality from F&V quality
AMAGI Market Research
Benchmarking with premium priceBenchmarking with a premium price product/brand within the category its the right way to introduce proper marketing in fresh produce at store level
AMAGI Market Research
Comparison with self-productionand relevance of traditionsA peculiarity of F&V is the possibility of comparison (and sostitution) with self-production (self-consumption) and even if self-consumption is not practicable (like in big towns), consumers are slow in updating their convinctions/knowledge on F&V because of their traditions/roots
AMAGI Market Research
Retailers can effectively drive innovation in apple marketDorothy Laneexample
AMAGI Market Research
Degree of naturalityAre F&V, apples in particular, still only a cultivation? Yes & No, as the degree of naturality widely differs from product to product. Moreover, naturality content is not understandable by common consumers
AMAGI Market Research
Peculiarities of apples Self-contained, no juice potentially no skin almost no seeds right size Durability, apples last for long time at room temperatureUsability, apples come as ingredients in many preparations, both sweet & saltedHealthy, apple has a very low glicemic value while its nutritive enough hence in almost every diet apple is welcomeVariety, apples come in a very wide range with completely different featuresConvenience, apples can be very cheap also because of their durabilitySensorial experience, smell-taste-touch-sight even listening to bite-crunch
AMAGI Market Research
Imaginary values of apples Eve an the SnakeBeatles Apple RecordsSteve Jobs AppleAdams AppleApple of DiscordSnow White taleWilliam Tells targetNewtons discoveryNew York City
AMAGI Market Research
Apples are largely used DrinksSnacksCuisine (vinegar also)CosmeticsCan you add other?
AMAGI Market Research
Start from apple to conquer F&V?Would it be logic to expand apple business with neighbouring F&V (like pears or plums), just like Del Monte started from peaches?Or its better to develop apple in other classes (Melinda case)?VerticalHorizontal
AMAGI Market Research
Speakers of Round TableJose Luis Trilla ACTELGiovanni Battista DAntrassi ChiquitaCarlo Lingua RK Marketing
-
Gracias y Hasta Manzana!Bruno Sfogliarini AMAGI Market ResearchApple Attraction 2011Madrid - 21st October, 2011
top related