marketing - zlatiborac 2014

8/10/2019 Marketing - Zlatiborac 2014

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Agenda

General info Introducing the idea

Analysis Implementation Effects Timeline budget


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Market share (2014): Fermented dry sausage 38% Durable dried meat 37% Wide portfolio including

Durable dry fermented durable baconmeat procucts dry sausages

Ovde ide portfolio


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goal

To expand to thenew market

segment


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Competition analysis:

Current competitionBrand Price range

Portfolio

Beef Pork Chicken Snack

Zlatiborac high Y Y Y N (*)

Carnex Mid Y Y Y N

Yuhor Mid Y Y Y Y

Neoplanta Mid N Y Y N

Matijevid Mid Y Y Y NPremia Low Y Y Y Y

K Plus low N Y Y Y


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The solutionZlatiborac zalogaji

Prava mera ztA UITAK


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Widest range: any food

Latent competition: Restaurants, sweets, diners,takeouts..Indirect competition: carnex, yuhor, neoplantaDirect competition: Yuhor snackkobasica ,UkusNo.1 san wiches, Sala s,

Competition analysis


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Buying power Unexpected business

moves of thecompetition

Risky ventures

No direct competition Undeveloped market

segment Practical solution for

busy people

High price Low presence in

HoReCa segment

Highly recognizedbrand

Distribution channels High quality Good design

Strenght Weakness

ThreatsOpportunity


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Pricing strategy: Perceptual map


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Target group

Bussines people VRRRRIII TTT 25-45 years

Middle/high social classSalary >60.000 rsd/monthFace pace of living

Busy/valuable timeCommute to work on daily basis


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Colaboration with Mlekara

Granice

Cheese Granicar Based on analysis Top quality cheese in Serbia* Colaboration base on Private Label principle

ili sistem wtf

*Base on research of Pokret za zastitu potrosaca Beogra


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Certificates Benefits:

Income

Promotion of bran (logo on the Zlatiborac Zalogajipackage) Similar mision

to feel the top quality, the spirit of tradition

an the taste of nature.

Between you an nature.


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Product specifications

Prutom

Svinjskom prutom graniar sir akalice Zato ovo gore? Potential additions:govna ona Grmaza Cena i pojedinacni udeli u istoj


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Key message

Prava mera za uitak


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Distribution channels

Medium/large groceries

Supermarkets Gas stations Airports

Advantages for those near business centers


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Communication channels

atl: Magazines (Mens health, Cosmopolitan)

BillboardsBus (78, 65, 2) atl?Social network


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Btl: Sponsorships

in-store promotion -Promo teamsSecondary positions

Pop up shelves POS Materials


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Effects

Creating a product awareness Reach new customers

Reach new market segment

(zaokruziti prvo strelica anketa, druga dvastrelice udeo u prodaji i market share)


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Timeline and budget

SLIKA PAKOVANJA 2015 2016

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

Buses

Billboardsmagazines

In-Storepromotions

Social Network

Sponsorships


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Q&A

Slika proizvoda

Thank you


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Cena buseva


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Link iz blica


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Detaljna racunica proizvoda


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Sertifikati sira


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Anketa

59,57% ispitanika je reklo a u pauzi je u sen vi ilisalatu na osnovu toga smo targetirali konkurenciju

34% ispitanika je reklo da redovno jede zlatiborac 75% ispitanika od onih koji redovno jedu zlatiborac je

reklo a najvie voli svinjsku i goveu prutu 68.75% je reklo a voli a je e kaakavalj uz prsutu

23.4% ispitanika je reklo da bi kupilo novi proizvod 72.73% o onih koji bi kupili novi proizvo kau a im

o govara cena izmeu 200 i 300 inara.


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Dodati u glavne slajdove sta smo izvukli izankete, vrste mesa, godine, sir najradije,.....

marketing - zlatiborac 2014

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