Download Importance of Marketing and market research for Zespri

The importance of marketing and
market research for ZESPRI®
NCEA level 2 Business Studies: Market research – Developing skills to explore Asian markets
© Asia New Zealand Foundation (www.asianz.org.nz)
ZESPRI® is the most successful
horticultural marketer in the world
because they…
•know and understand their consumers
•earn a price premium in markets with a
quality branded proposition
•use brand differentiation to earn the price
premium in market.
The only way ZESPRI® can compete with others is
through a differentiated market position based on a
high-quality branded product. This is because:
• the relatively high cost of bringing kiwifruit to
Asian markets (land, labour, freight)
• kiwifruit is a seasonal product that has a
limited shelf-life, so there is a narrow selling
window.
• ZESPRI® has well-defined marketing objectives
and a range of marketing strategies.
• Multiple touch points provide breadth of
experience for the consumer and reinforce
brand. These touch points include….
Billboards
Celebrity endorsement
(Norika Fujiwara for brand awareness in Japan)
BJ
SH
BJ, SH, SZ
CPM: 130
Metro
LCD
CPM: 50-90
Office
LCD
CPM: 500
Taxi
LCD
ZESPRI
Bus
LCD
Online
promo
CPM: 70-120
Bus
shelters
All markets
• Capping
frequency by 5
BJ, CD, CD
Bus
bodies
NB, XM
CPM: 20-25
• With 0% reach
HZ
CPM: 620
Trade fairs in China
Product sampling
Consumers want to be able to experience
a product before purchasing.
When doing in-store samples, Zespri® sells
5 times more fruit – sampling is the trigger
of trial usage.
…but marketing is expensive!
ZESPRI®’s total investment in brand
marketing in 2009 was $86 million.
For Japan alone…
2010 budget = ¥1.5 billion (NZ$25 million)
Maximise cost effectiveness by
Adnetwork (online promotion)
Targeting specific audience by
closely observing the content and
keywords they follow
Content
targeting
Find target audience via
their online behavior
Behavior
targeting
Covers more than 300
cities
Geotargeting
Target users who have
viewed client’s ads or
visited client’s site
Returned
customer
targeting
广告浏览和
互动历史
Frequency capping
Frequency：
1
2
3
网站浏览和
互动历史
Creative sequencing
Capped
1
2
3
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• Significant growth opportunity but requires
careful management and strategic development.
• For example, China has a population of nearly 1.4
billion people. It is both large and diverse.
• Country diversity makes understanding
customers and consumers a significant challenge.
Asia is a sophisticated and diverse region –
marketing must be targeted and establish a
point of difference.