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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?