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Transcript
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 Page 13 • 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.
