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Report 6
1 INTRODUZIONE
To a company achieve some goals to sell products they need to have history, image (for
transmit values).
In a product, the customer looks for benefits based on their characteristics; they usually have
more than one benefit. A product can be, Functional (What does the product do?), Hedonistic
(the senses…), Esthetic (satisfy the desire for beauty), Symbolic (contribute to improving the
social position or strengthen social ties), Ethical,(gratify ethical beliefs).
The continuity of the relationship with the customer goes beyond the product, because a
company must be prepared to change the characteristics of the product or change the product
itself. Hanalysis of the benefits to be created, analysis of characteristics that produce the benefits,
analysis of the characteristics of competing products, identification of characteristics that
differentiate them, product design
2 ANALISI
The Mareblu target customers are concerned about the environment (environmentalists) with
some level of education so they should not live far from the biggest cities. People who already
have some level of information about the environment as waste separation, water spending, so
people are warned in their day-to-day basis for their actions. They may also be people looking for
something different as it is “fished by cane,” traditional way.
This product has the benefits of the ecosystem and the variety of tuna. It is an ethical and
functional product. Its competition is “The Sea,” “Dolphin Safe” (all products already have this
category). But “Mareblu” have some features that differentiate it from other products, in particular,
be fished by cane (traditional way) and ultimately protect other species since it does not use the
net(for fishing) that is most common and easiest way to catch this type of fish but put in risk
another species.
Ambientalista/
Culturale
Pesca Evasiva
Pesca Sostenibile
Non
Ambientalista
Altri
(Dolphin Safe, ecc)
+ sostenibile
Mareblu
Cliente
Ambientalista
3 DISCUSSIONE
The elements to plan the strategy of MareBlu are mainly, their values: fishing tuna without
net in a sustainable way and with this method don’t harm other species who normally stay
trapped in the nests and died. Maintaining a traditional fishing for such action.
The general principles guiding the way we perceive things and we act distinguish what is
good and what is bad; daily landmarks. The canned tuna is nowadays in all Italian kitchens and
Mareblu was always known by all - "... terzo marchio sul mercato italiano...”. So, the story gives
value to this, through the reference to the past, the present is explain. Their skills / knowledge, all
ideas and means which lead to the product realization and its projection. The organization of
individual skills, the business rules, routines.
Conclusion: always answer to the question-“Who are we?” The marketing strategy of this
company is based on the triangle. That also, answers to some questions:
1. What do we want?
2. Where are we going?