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Study Cases on the Apple Market and Marketing

Study Cases on the Apple Market and Marketing. Bruno Sfogliarini AMAGI Market Research Apple Attraction 2011 Madrid - 21 st October, 2011. Size and trend of apple market. An estimation of apple market value in Italy is approx. 1 million €. Expectations for apple market.

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Study Cases on the Apple Market and Marketing

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  1. Study Cases on the Apple Market and Marketing Bruno Sfogliarini AMAGI Market Research Apple Attraction 2011 Madrid - 21st October, 2011

  2. Size and trend of apple market An estimation of apple market value in Italy is approx. 1 million €

  3. Expectations for apple market Within EU, apple production decreases respect to early 2000 years. For 2011, volumes are expected to be in line with 2007-2010 averages

  4. A mix of branded & unbranded products Fresh produce markets are typically a mixture of branded & unbranded products, that’s the specific feature that makes more difficult to operate for marketing driven companies

  5. F&V represent quality benchmark for retailers to consumers More than 60% of consumers judge the store quality from F&V quality

  6. Benchmarking with premium price Benchmarking with a premium price product/brand within the category it’s the right way to introduce proper marketing in fresh produce at store level

  7. Comparison with self-productionand relevance of traditions A 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

  8. Retailers can effectively drive innovation in apple market Dorothy Lane example

  9. Degree of naturality Are 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

  10. Peculiarities of apples • Self-contained, no juice potentially no skin almost no seeds right size • Durability, apples last for long time at room temperature • Usability, apples come as ingredients in many preparations, both sweet & salted • Healthy, apple has a very low glicemic value while it’s nutritive enough hence in almost every diet apple is welcome • Variety, apples come in a very wide range with completely different features • Convenience, apples can be very cheap also because of their durability • Sensorial experience, smell-taste-touch-sight even listening to “bite-crunch”

  11. Imaginary values of apples • Eve an the Snake • Beatles’ Apple Records • Steve Job’s Apple • Adam’s Apple • Apple of Discord • Snow White tale • William Tell’s target • Newton’s discovery • New York City

  12. Apples are largely used • Drinks • Snacks • Cuisine (vinegar also) • Cosmetics • Can you add other?

  13. 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 it’s better to develop apple in other classes (Melinda case)? Vertical Horizontal

  14. Speakers of Round Table • Jose Luis Trilla – ACTEL • Giovanni Battista D’Antrassi – Chiquita • Carlo Lingua – RK Marketing

  15. ñ ¡Gracias y Hasta Manzana! Bruno Sfogliarini AMAGI Market Research Apple Attraction 2011 Madrid - 21st October, 2011

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