University: Market Strategy of Piñatex in New Zealand Presentation

This presentation analyzes the market strategy of Piñatex, a textile fabric made from pineapple by-products, focusing on its potential in the New Zealand market. The presentation covers various strategic aspects, including market entry, competitive positioning, pricing, distribution, and promotional strategies. It highlights the unique selling points of Piñatex, such as its sustainability and similarity to leather, while also addressing potential competitors and pricing models. The presentation proposes an import-based entry strategy and emphasizes the importance of effective promotional campaigns to increase revenue and establish Piñatex as a popular textile fabric in New Zealand. It provides a comprehensive overview of the strategies needed for successful market penetration and growth.

Running head: MARKET STRATEGY OF PINATEX IN NEW ZEALAND
MARKET STRATEGY OF PINATEX IN NEW ZEALAND
Name of the Student
Name of the University
Author Note

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MARKET STRATEGY OF PINATEX IN NEW ZEALAND
SLIDE ONE
It is the title slide. Slide 1 consists of the details of the student and it introduces the
topic of the assignment. The topic of the assignment is Pinatex, a textile fabric that is
extracted from the by-product of the pineapple fruit. The product is doing the business
globally.
SLIDE TWO
This slide consists of the topics that are to be discussed in the presentation. The topic
includes the market strategy of the product. It includes the competitive strategy, the entry
strategy, the pricing strategy, the development strategy, the distribution strategy and the
promotional strategy (Ananas-anam.com/pinatex, 2017).
SLIDE THREE
This slide consists of the reasons of choosing New Zealand as the proposed country
for the analysis of the marketing strategies of the product. Pinatex is a unique fabric made out
of the by-product of the pineapple fruit. It is as good as leather. New Zealand has been
chosen for this because this product is not yet launched in the market of New Zealand.
Therefore, there is huge scope for Pinatex no such competitor has come up with something
like this (Gullingsrud, 2017).
SLIDE FOUR
This slide consists of the market selection and entry strategy. The import of the
product is the first and foremost entry strategy. The products should be made available in
almost all the commercial market of New Zealand. All types of garments should be made out
of this fabric, which can attract all types of customers (Heredia, 2015).

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MARKET STRATEGY OF PINATEX IN NEW ZEALAND
SLIDE FIVE
Slide 5 contains the competitive strategy of the product. The biggest competition of
pinatex is Quantum cat designs (Payne, Brough & Musk, 2016). Leather is a costly product
and now has become a luxury ((Hijosa, 2015). To increase the revenue pinatex needs to
maintain the price and the quality of the products and the variety of the same compared to the
leather. It should made the quality better than the Quantum cat designs to make a mark in the
market of New Zealand. (Kinnunen, 2017).
SLIDE SIX
This slide contains the details regarding the pricing strategy. The price of the product
should be kept initially low and it can be increased once the maximum people like the
product and after it becomes popular in the market. The range should be such that people
from all background can afford the product (O’Cass, Ngo & Heirati, 2012). The budget
pricing strategy and the luxury pricing strategy should be maintained differently.
SLIDE SEVEN
This slide contains the distribution strategy. The product should be distributed evenly
in the global market. There should not be shortage of product in the market as it can create a
negative impact in the market. There should not be product shortage in the market. The
distribution should be checked properly.
SLIDE EIGHT
This slide contains the promotional strategies. There should be effective promotional
strategies. Proper advertisements of the product should be done which will include
advertisements in the newspapers and hoardings. The arrangement of special campaign

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MARKET STRATEGY OF PINATEX IN NEW ZEALAND
should be made aiming at the delivery of product knowledge to the customers (Scerbaka &
Ulme, 2016).
SLIDE NINE
Finally, it can be concluded by stating that the application of the mentioned strategies
will increase the revenue of the Pinatex in the market of New Zealand. It gives a new angle to
the global market. The above-mentioned strategies are essential for the profit of any company
especially in some new place or new country. Pinatex has not yet made a place in New
Zealand. The application of the strategies might make it a popular textile fabric in any
country.

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MARKET STRATEGY OF PINATEX IN NEW ZEALAND
REFERNCES
Ananas-anam.com/pinatex/ (2017). Introducing Piñatex™ - ananas anam. [online] ananas
anam. Available at: http://www.ananas-anam.com/pinatex/ [Accessed 18 Sep. 2017].
Gullingsrud, A. (2017). Fashion Fibers: Designing for Sustainability. Bloomsbury Publishing
USA.
Heredia, G. H. (2015). Implementation of sustainable technology into footwear.
Hijosa, C. (2015). Piñatex, the design development of a new sustainable material (Doctoral
dissertation, Royal College of Art).
Kinnunen, S. (2017). All-Cellulose Shoe: Novel Wood-Based Materials in Footwear.
O’Cass, A., Ngo, L. V., & Heirati, N. (2012). Examining market entry mode strategies via
resource-based and institutional influences: Empirical evidence from a region-within-
country economy context. Australasian Marketing Journal (AMJ), 20(3), 224-233.
Payne, A., Brough, D., & Musk, P. (2016). Will we soon be growing our own vegan leather
at home?. The Conversation.
Scerbaka, A., & Ulme, A. (2016). Natural and modern innovative materials in the clothing
industry. Rigas Tehniskas Universitates Zinatniskie Raksti, 11, 18.

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MARKET STRATEGY OF PINATEX IN NEW ZEALAND