logo

Promotional Strategies - PDF

   

Added on  2021-05-27

11 Pages1977 Words67 Views
MarketingDisease and Disorders
 | 
 | 
 | 
Running Head: PROMOTIONAL STRATEGIES0Strategies to advance the consumption of Durian in Australia
Promotional Strategies - PDF_1

PROMOTIONAL STARTEGIES 1ContentsIntroduction...........................................................................................................................................2Overview and Industry Background......................................................................................................2Benefits..............................................................................................................................................2Various Methods of Consuming Durian............................................................................................3Marketing Strategies..............................................................................................................................3Target Audience....................................................................................................................................4Demographic.....................................................................................................................................4Geographic........................................................................................................................................4Behavioural.......................................................................................................................................4Positioning.............................................................................................................................................4Product..............................................................................................................................................5Pricing...............................................................................................................................................5Promotion..........................................................................................................................................5Place..................................................................................................................................................5Conclusion.............................................................................................................................................5References.............................................................................................................................................6Appendix...............................................................................................................................................7Three Ways to promote Durian to advance its Consumption.............................................................7Speech...........................................................................................................................................7Flyer..............................................................................................................................................8Newsletter Writing........................................................................................................................9
Promotional Strategies - PDF_2

PROMOTIONAL STARTEGIES 2IntroductionDurian is a tropical fruit which is produced mostly in North Asian countries. For production of durian favourable areas are ones which have humid tropical climate (21-32°C) with heavy rainfall and humidity about 85%. Durian is a seasonal fruit and it available in market from June to August. Taste of Durian is not good as compare to other fruit that is a main reason behind the less consumption in Australia. Beside taste it contains high amount of nutritional values which is good for human health. But people in general are not aware about its benefits. It became very important for Rural Industries Research Development Corporation and Rare Fruits Association to spread awareness and knowledge among the people of Australia to increase consumption of durian in Australia. There is few Marketing and Promotional strategies suggested which will help in spreading awareness among the buyers, increase its sale and attract new customers. To target new customers and to position the product in Australian market some parameters are considered. These are Demographic, Geographic, Behaviour andMarketing mix strategy. Marketing mix strategy includes 4 P’s- Product, Price, promotion and Place.Overview and Industry BackgroundDurian is a king of fruits as its price is highest in the market. Durian is an evergreen tropical fruit which grows in hot, humid tropical climate. Originally durians were produce in Thailand, Malaysia, Indonesia and Cambodia (RIRDC Report, 2014). To satisfy demand of Durian in Australia, the Rare Fruit Association introduced durian first in tropical North Queensland in 1970 and later in 1992 in North Territory. In 2011-2012 total production of Australian Durian was 60 tonnes which is around AS$480,000 it is only 3 tonnes more than the production of 2006-2007. The reasons behind decline in production of Australian Durian are seasonal condition, trees and fruit disease and identifying internal quality of fruit (Xia and Nelson, 2018).Benefits Durian health benefits:
Promotional Strategies - PDF_3

PROMOTIONAL STARTEGIES 3Natural and good source of energy,Work as Anti-depression, Keeps bones and teeth healthy,Act as Anti- aging,Control digestive system,Control sugar level, Helps in maintaining blood pressure,Treat Anaemic patient andPrevent from chemical those causes of cancer (Prakongkep, Gilkes, and Wiriyakitnateekul, 2014).Various Methods of Consuming Durian Durian can be consumed in various ways few are discussed below: Durian Flesh is mostly used in flavouring ice-cream, cakes, jams and other desserts.It plays an additional role in making the curries and gravies more spicyIts seeds can be dried and later roasted like nuts or it can also be boiled and eaten (Schmidt, 2018).Marketing StrategiesThe key marketing strategies are:The main objective is to spread awareness about the health benefits associate with durian: Main marketing strategy is spreading awareness among the buyers regarding health benefits associate with durian to increase its sale in the market and toincrease its consumption. If general buyers come to know about benefits of durian they automatically get attracted toward it and sale will increase. Promote Durian in domestic market: To spread awareness in Australia best promotion strategy needs to be selected. There are various methods of promotion available in market to promote a product e.g. Print media, Digital marketing, T.V. andRadio advertisement etc. The medium of promotion should attract maximum number of buyers and it should be effective and cost efficient. Increase the sale in domestic market: Durians are produce in Australia so it is important for Durian industries to cover maximum domestic market and try to fulfil demand of durians in each area of Australia.
Promotional Strategies - PDF_4

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
Marketing Strategy Part 2
|11
|3148
|139

Marketing Plan for Darrell Lea Rocklea Road
|23
|4410
|87

Branding and Marketing Strategy of Aashi Beverages
|6
|1001
|1

Report on International Marketing of Boost Juice
|9
|2337
|35

Marketing Mix Plan for Logan Together's Fruit Juice Launch in Australia
|13
|2820
|471

Marketing Plan for Jalna Company
|27
|4925
|247