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City of Szeged the 4th biggest city of Hungary 140.000 popularity 170 km from Budapest „City of sunshine” City of Szeged Our university I. 30.000 students more than 1000 exchange students 12 faculties in the best 500 universities by Shanghai Jiao Tong University’s survey in 2007 Our university II. Student’s life festivals celebrations international trips parties for the faculties clubs concerts Student’s life-pics „The discovery of a new dish does more for human happiness than the discovery of a new star.” The role of the traditional foods in the 21st century April 2009 by: Gabriella Nagy Andor Babenyecz Contents Pick company „HÍR” project Marketing strategy Conclusion Pick: one of the traditional Hungarian product’s company About the Pick established by Mark Pick in 1869 Bronz medal on the World Exhibition in Paris in 1900 salami became the main product in the beginning of the 20th century 1935: a Certificate of Merit on the World Exhibition in Brussels this time 40-50 wagonloads of salami since 1975 new factory exported 7000 tons 1992: incorporation 12000 tons, 1/3 wintersalami keeping high quality continuous development quality insurance system (HACCP) knowledge & competence „from master to master” „HÍR” project I. (traditions-tastes-regions) 1998: Hungary joined to Euroterroirs mission: list of traditional products from agriculture Pick company is a member of it „HÍR” project II. (traditions-tastes-regions) 300 products (excluding wines & recipes) book & CD of those products fruits & vegetables as the major part of the collection just in Hungary „HÍR” project III. (traditions-tastes-regions) 11 products enjoy Hungarian national shelter Pick is one of the 15 products awarded by Traditional Speciality Guaranteed certificate in EU Marketing strategy of traditional foods no profit from the rising of volume anymore globalization (the same foods) the traditional foods spread Target groups: Hungarian consumers European consumers producers of „HÍR” products SWOT – Strengths: excellent natural resources delicate fruits and vegetables; good delivery food products high level of food technology special Hungarian gastronomy delicious diches SWOT- Weaknesses: low marketing activity trademarks have been not widespread yet low public presence and lack of agreements SWOT- Opportunities: consumer demand for the excellent quality products rural development strategies hospitality, country tourism, „food trips” to introduce and turn over HÍR products widespread SWOT- Threats: small businesses have not enough financial and intellectual capacity to present new products on the world market consumers not so informed Tools to realise the aims: information of the producers training, conferences, workshops information of the consumers exhibitions PR, advertisement, etc. „E-service” 21th century – everything is accessible through the telecommunication (internet, mobiles, etc.) opposite that Pick’s success is based on the traditional realization (e.g. trademark, trade secret, reputation) Conclusion Pick : certified firm on internationally markets new effort as for traditional tastes success in whole Europe in fact there is a big requirement for e-business as for the HÍR project Thank you for your attention!