10.0 Marketing Strategy
10.1 Promotional Goals
The objective of promoting the Cervena products is to portray and provide awareness of the story behind the products and the benefits they have. This is because, it is the story and benefits that differentiate the Cervena venison products from competition and other meats. Therefore, the goal is to educate the customer about the products and story behind them. This is very important to change the consumer’s perspective and obtain the premium for the products.
10.2 Business Environment
In Buenos Airs there is a large international airport and a trading seaport that that is equipped to deal with imported goods. These are two of the main import hubs for Argentina, therefor they are well equipped …show more content…
The marketing is mostly carried out by management consultants and agencies that are apart of the Argentine Association of Advertising Agencies (Startupoverseas, 2014). However, increasing, internet, TV and radio are being more important. It must also be understood that understanding cultural protocol is very important in marketing in Argentina as their beliefs and superstitions can make the business or break it (Startupoverseas, 2014). Therefore, it is important to work will local marketer to get an understanding of how marketing should be approached in Argentina. Overall it is believed that using print media in the form of leaflets and brochures accompanied by billboards and the internet is the best approach to marketing and the most cost effective way for communication with potential …show more content…
The benefits of this are the desired target market can be focused on. This is a very effective approach, but a large sales force is required and this can be relatively costly, especially for a larger market. It is best suited for expensive one off produces, not consumables and repurchase products. The push strategy is about a mass media approach where the products are advertised to a large volume of potential customers (Hill, et al., 2007). The advantage of this is it pulls in customers, as there is a large exposure to potential. This can lead to maximisation of communication and effectiveness. However, the message may get lost in the constant bombardment of mass marketing. However, is believed that the pull strategy will be best suited to the Cervena products, due to the size of the potential market and being a consumable good. The pull strategy will also be more cost effective and have a larger reach than the push strategy.
10.6 The Action Plan
• To portray and provide awareness of the story and the benefits behind the products.
• Take advantage of the quality infrastructure in Buenos Aires
• To create a quality distribution channel that are able to get the product to market quickly.
• Use a pull strategy using print media, internet and billboards to market the products.
Continuous
10.1 Promotional Goals
The objective of promoting the Cervena products is to portray and provide awareness of the story behind the products and the benefits they have. This is because, it is the story and benefits that differentiate the Cervena venison products from competition and other meats. Therefore, the goal is to educate the customer about the products and story behind them. This is very important to change the consumer’s perspective and obtain the premium for the products.
10.2 Business Environment
In Buenos Airs there is a large international airport and a trading seaport that that is equipped to deal with imported goods. These are two of the main import hubs for Argentina, therefor they are well equipped …show more content…
The marketing is mostly carried out by management consultants and agencies that are apart of the Argentine Association of Advertising Agencies (Startupoverseas, 2014). However, increasing, internet, TV and radio are being more important. It must also be understood that understanding cultural protocol is very important in marketing in Argentina as their beliefs and superstitions can make the business or break it (Startupoverseas, 2014). Therefore, it is important to work will local marketer to get an understanding of how marketing should be approached in Argentina. Overall it is believed that using print media in the form of leaflets and brochures accompanied by billboards and the internet is the best approach to marketing and the most cost effective way for communication with potential …show more content…
The benefits of this are the desired target market can be focused on. This is a very effective approach, but a large sales force is required and this can be relatively costly, especially for a larger market. It is best suited for expensive one off produces, not consumables and repurchase products. The push strategy is about a mass media approach where the products are advertised to a large volume of potential customers (Hill, et al., 2007). The advantage of this is it pulls in customers, as there is a large exposure to potential. This can lead to maximisation of communication and effectiveness. However, the message may get lost in the constant bombardment of mass marketing. However, is believed that the pull strategy will be best suited to the Cervena products, due to the size of the potential market and being a consumable good. The pull strategy will also be more cost effective and have a larger reach than the push strategy.
10.6 The Action Plan
• To portray and provide awareness of the story and the benefits behind the products.
• Take advantage of the quality infrastructure in Buenos Aires
• To create a quality distribution channel that are able to get the product to market quickly.
• Use a pull strategy using print media, internet and billboards to market the products.
Continuous