Study Cases on the Apple Market and MarketingBruno Sfogliarini AMAGI Market ResearchApple Attraction 2011Madrid - 21st October, 2011

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Size and trend of apple marketAn estimation of apple market value in Italy is approx. 1 million

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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

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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

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

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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

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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

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Retailers can effectively drive innovation in apple marketDorothy Laneexample

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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

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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

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Imaginary values of apples Eve an the SnakeBeatles Apple RecordsSteve Jobs AppleAdams AppleApple of DiscordSnow White taleWilliam Tells targetNewtons discoveryNew York City

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Apples are largely used DrinksSnacksCuisine (vinegar also)CosmeticsCan you add other?

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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

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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