Capilano Honey's International Marketing Plan for Vietnam Market
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This report presents a comprehensive marketing plan for Capilano Honey's entry into the Vietnamese market. It begins with a value analysis of Capilano Honey, highlighting its commitment to quality and reasonable pricing compared to competitors like Manuka Honey. The report details market segmentation strategies, including geographic, behavioral, demographic, and lifestyle approaches, to identify target consumer profiles. It addresses challenges such as competition from private label brands and concerns about honey sourcing. The positioning strategy focuses on customer benefits and competitive pricing, emphasizing reliability, quality, and flavor. Product adaptations, branding, communication strategies, and potential risks are also discussed, aiming to build a strong brand image and achieve expected outcomes in the Vietnamese market. Desklib provides access to similar solved assignments and past papers for students.

International Marketing
Capilano Honey
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Pooja Khemani_JPR
Capilano Honey
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Pooja Khemani_JPR
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INTERNATIONAL MARKETING 1
Table of Contents
Introduction................................................................................................................................2
Value Analysis of Capilano Honey........................................................................................2
Market Segmentation and its Tools........................................................................................3
Geographic segmentation...................................................................................................4
Behavior.............................................................................................................................4
Demographic......................................................................................................................4
Lifestyle..............................................................................................................................5
Challenges for Capilano Honey.........................................................................................6
Target Consumer Profile........................................................................................................7
Positioning..............................................................................................................................7
Core values of Capilano Honey.........................................................................................7
Brand Image...........................................................................................................................7
Positioning Strategy in Vietnam........................................................................................8
Positioning Map of Capilano Honey..................................................................................8
Justification............................................................................................................................9
Positioning Statement.............................................................................................................9
Product...................................................................................................................................9
Adaptations by Capilano Honey........................................................................................9
Differentiation of Product................................................................................................10
Comparison between Capilano Honey and Manuka Honey............................................10
Price......................................................................................................................................10
The potential risk that impacts the Pricing for Market Penetration Strategy...................11
Branding and Communication.............................................................................................11
Promotion of Capilano Honey.........................................................................................11
Communication Strategy..................................................................................................11
Potential Risk of Advertisement......................................................................................12
Building strong brand.......................................................................................................12
Expected Outcomes..............................................................................................................13
Conclusion................................................................................................................................13
References................................................................................................................................15
Table of Contents
Introduction................................................................................................................................2
Value Analysis of Capilano Honey........................................................................................2
Market Segmentation and its Tools........................................................................................3
Geographic segmentation...................................................................................................4
Behavior.............................................................................................................................4
Demographic......................................................................................................................4
Lifestyle..............................................................................................................................5
Challenges for Capilano Honey.........................................................................................6
Target Consumer Profile........................................................................................................7
Positioning..............................................................................................................................7
Core values of Capilano Honey.........................................................................................7
Brand Image...........................................................................................................................7
Positioning Strategy in Vietnam........................................................................................8
Positioning Map of Capilano Honey..................................................................................8
Justification............................................................................................................................9
Positioning Statement.............................................................................................................9
Product...................................................................................................................................9
Adaptations by Capilano Honey........................................................................................9
Differentiation of Product................................................................................................10
Comparison between Capilano Honey and Manuka Honey............................................10
Price......................................................................................................................................10
The potential risk that impacts the Pricing for Market Penetration Strategy...................11
Branding and Communication.............................................................................................11
Promotion of Capilano Honey.........................................................................................11
Communication Strategy..................................................................................................11
Potential Risk of Advertisement......................................................................................12
Building strong brand.......................................................................................................12
Expected Outcomes..............................................................................................................13
Conclusion................................................................................................................................13
References................................................................................................................................15

INTERNATIONAL MARKETING 2
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Introduction
A marketing plan is a complete blueprint that summaries marketing and advertising efforts of
a business for the coming year. It explains the activities of business involved in achieving
specific objectives of marketing in a fixed time frame. This report is being prepared in order
to prepare a marketing plan for Capilano Honey for the Vietnam market. This marketing plan
will explain various business activities of Capilano Honey in Vietnam and will help in
achieving desired objectives. Various business activities that will be explained are Value
Analysis, Market Segmentation, Positioning, Product, Price, Branding, and Communication.
Since 60 years, Capilano Honey has developed from modest start to being one top supplier of
honey, enjoying a desirable status for product invention, best practice processes, and quality
honey. Capilano honey has the ability to produce honey of around 45,000 tonnes every year,
providing honey to approx. 30 countries across the world. All this got possible just because of
the Capilano’s dedicated and hardworking supply team which involves approx. 500
Australian families of Beekeeping (Capilano, 2018).
The leading companies of honey in the market of Vietnam are VINAPI and Manuka Honey.
Value Analysis of Capilano Honey
The company ensures that it offers the best quality of honey to its customers by considering
their health and fitness. Capilano Honey is very much focused towards their target and trying
to appeal the customers (Capilano, 2018). The honey of Capilano is different from other
companies in the market because there will offer the best quality of honey at reasonable
prices where on the other side the competitors such as Manuka Honey offer its products at
high price. With the support of the devoted customer relationship management Capilano
Honey was able to attain a customer satisfaction among current customers and it will also
Introduction
A marketing plan is a complete blueprint that summaries marketing and advertising efforts of
a business for the coming year. It explains the activities of business involved in achieving
specific objectives of marketing in a fixed time frame. This report is being prepared in order
to prepare a marketing plan for Capilano Honey for the Vietnam market. This marketing plan
will explain various business activities of Capilano Honey in Vietnam and will help in
achieving desired objectives. Various business activities that will be explained are Value
Analysis, Market Segmentation, Positioning, Product, Price, Branding, and Communication.
Since 60 years, Capilano Honey has developed from modest start to being one top supplier of
honey, enjoying a desirable status for product invention, best practice processes, and quality
honey. Capilano honey has the ability to produce honey of around 45,000 tonnes every year,
providing honey to approx. 30 countries across the world. All this got possible just because of
the Capilano’s dedicated and hardworking supply team which involves approx. 500
Australian families of Beekeeping (Capilano, 2018).
The leading companies of honey in the market of Vietnam are VINAPI and Manuka Honey.
Value Analysis of Capilano Honey
The company ensures that it offers the best quality of honey to its customers by considering
their health and fitness. Capilano Honey is very much focused towards their target and trying
to appeal the customers (Capilano, 2018). The honey of Capilano is different from other
companies in the market because there will offer the best quality of honey at reasonable
prices where on the other side the competitors such as Manuka Honey offer its products at
high price. With the support of the devoted customer relationship management Capilano
Honey was able to attain a customer satisfaction among current customers and it will also
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INTERNATIONAL MARKETING 4
help in attaining good brand equity among the possible or potential customers in the Vietnam
Market.
The prices of the Capilano Honey are less as compared to its competitors. It tries to offer
honey at a low price as possible. In the market of Vietnam the strategy of the company is to
start offering products at lowest price i.e. ₫ 20 to 30 depending on the type of honey such as
Capilano Natural Australian Honey, Capilano Australian Mountain Honey, Capilano
Australian Forest Honey. Whereas the major competitor of the company i.e. Manuka Honey
offers honey in Vietnam offer products at a higher price.
Honey bees are present on the planet a lot longer than a human being. Honey is considered as
an ancient food used by man as a delicious food. It has been utilized as a sweeter ingredient
before the extraction of sugar from sugar cane. There are various benefits of using Capilano
Honey as it is a solution of concentrated carbohydrate comprising a mixture of simple and
compound sugars. The three main sugars are Sucrose, Glucose, and Fructose. Capilano
Honey contains 0.8-15% sucrose, 28-36% glucose, and 36-50% fructose based on the floral
source (Capilano Honey, 2018).
Sucrose is a common white sugar which is extracted from sugar beet or sugar cane.
Glucose delivers a maximum of the efficient energy to the body's cell, including the
brain.
Fructose is sugar which is normally found in fruits (Andrews, 2018).
Market Segmentation and its Tools
A process of dividing a potential customer’s market into different segments, or groups
depending on different characteristics is known as Market segmentation (McDonald, 2012).
The segments that are made are possessed of customers who will reply likewise to strategies
of marketing and who share common traits like locations, needs, or similar interests. The
help in attaining good brand equity among the possible or potential customers in the Vietnam
Market.
The prices of the Capilano Honey are less as compared to its competitors. It tries to offer
honey at a low price as possible. In the market of Vietnam the strategy of the company is to
start offering products at lowest price i.e. ₫ 20 to 30 depending on the type of honey such as
Capilano Natural Australian Honey, Capilano Australian Mountain Honey, Capilano
Australian Forest Honey. Whereas the major competitor of the company i.e. Manuka Honey
offers honey in Vietnam offer products at a higher price.
Honey bees are present on the planet a lot longer than a human being. Honey is considered as
an ancient food used by man as a delicious food. It has been utilized as a sweeter ingredient
before the extraction of sugar from sugar cane. There are various benefits of using Capilano
Honey as it is a solution of concentrated carbohydrate comprising a mixture of simple and
compound sugars. The three main sugars are Sucrose, Glucose, and Fructose. Capilano
Honey contains 0.8-15% sucrose, 28-36% glucose, and 36-50% fructose based on the floral
source (Capilano Honey, 2018).
Sucrose is a common white sugar which is extracted from sugar beet or sugar cane.
Glucose delivers a maximum of the efficient energy to the body's cell, including the
brain.
Fructose is sugar which is normally found in fruits (Andrews, 2018).
Market Segmentation and its Tools
A process of dividing a potential customer’s market into different segments, or groups
depending on different characteristics is known as Market segmentation (McDonald, 2012).
The segments that are made are possessed of customers who will reply likewise to strategies
of marketing and who share common traits like locations, needs, or similar interests. The

INTERNATIONAL MARKETING 5
market segmentation is categorized into two parts i.e. Macro segmentation and Micro-
segmentation
Micro-segmentation – This practice comprises dividing consumers into four groups i.e.
geographical, behavior, demographical, and lifestyle (Monk, 2018).
Geographic segmentation – It is a general strategy used when a business provides its
services in a particular area. In order to divide the market according to this segment, a
business can make use of Geographic/ZIP Code Research. This type of tool is useful for those
who are trying to attain demographic information, particularly those identifying to get a
normal feel for businesses and households in certain areas (My Bizz Marketer, 2017).
The company can target its market according to the geographic segmentation and can take the
support of numerous companies of data collection that provide these type of information for
free as well as companies that offer programs of ZIP code look-up like My Best Segments
ZIP code look-up which is US bases. Material provided comprises factors like the people
surviving in that ZIP code, income as well as median age.
Behavior – Behaviour segmentation splits a population depending on their behavior, the
manner people react to, and use of a product (Weinstein, 2013). Cluster Analysis is a tool
which is used to classify substances into pre-defined groups, with every group being
comparatively alike on a basis of selected attributes. The resultant groups are called as
clusters. Therefore, it permits marketers to see the data they have collected and utilized it to
recognize segments or sections they can market to.
Demographic – Demographic segmentation is dividing the market as per race, family size,
income, age, education, ethnicity, gender, and religion. In order to divide the market,
Segmentation trees can be utilized as it is a tool which comprises a marketer making a
market segmentation is categorized into two parts i.e. Macro segmentation and Micro-
segmentation
Micro-segmentation – This practice comprises dividing consumers into four groups i.e.
geographical, behavior, demographical, and lifestyle (Monk, 2018).
Geographic segmentation – It is a general strategy used when a business provides its
services in a particular area. In order to divide the market according to this segment, a
business can make use of Geographic/ZIP Code Research. This type of tool is useful for those
who are trying to attain demographic information, particularly those identifying to get a
normal feel for businesses and households in certain areas (My Bizz Marketer, 2017).
The company can target its market according to the geographic segmentation and can take the
support of numerous companies of data collection that provide these type of information for
free as well as companies that offer programs of ZIP code look-up like My Best Segments
ZIP code look-up which is US bases. Material provided comprises factors like the people
surviving in that ZIP code, income as well as median age.
Behavior – Behaviour segmentation splits a population depending on their behavior, the
manner people react to, and use of a product (Weinstein, 2013). Cluster Analysis is a tool
which is used to classify substances into pre-defined groups, with every group being
comparatively alike on a basis of selected attributes. The resultant groups are called as
clusters. Therefore, it permits marketers to see the data they have collected and utilized it to
recognize segments or sections they can market to.
Demographic – Demographic segmentation is dividing the market as per race, family size,
income, age, education, ethnicity, gender, and religion. In order to divide the market,
Segmentation trees can be utilized as it is a tool which comprises a marketer making a
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INTERNATIONAL MARKETING 6
database from scrape. A segmentation tree can also be said as a difference of a decision tree,
which displays the market divided into smaller segments of the market. This tool can be
utilized where there is the absence of usable statistical or study data.
Same as a family tree, this tree begins with a service or product name at the top. This is then
divided into different branches make of potential markets. This segmentation tree can be
utilized by Capilano Honey in order to divide its market. Honey will target kids, teens, and
adults in Vietnam. Kids and teens are the primary segments of the company, therefore, they
have set the prices of honey according to that.
Lifestyle – It support in understanding the requirement of the customers well and depending
on which marketers can make suitable decisions of correctly placing the service or product in
the correct segment (Weinstein & Cahill, 2014). Customer lifestyle segmentation tool can be
Capilano
Honey
Kids
Teens
Adults
Taste
Fun
Diet
Taste
Fun
Diet
Taste
Fun
Diet
database from scrape. A segmentation tree can also be said as a difference of a decision tree,
which displays the market divided into smaller segments of the market. This tool can be
utilized where there is the absence of usable statistical or study data.
Same as a family tree, this tree begins with a service or product name at the top. This is then
divided into different branches make of potential markets. This segmentation tree can be
utilized by Capilano Honey in order to divide its market. Honey will target kids, teens, and
adults in Vietnam. Kids and teens are the primary segments of the company, therefore, they
have set the prices of honey according to that.
Lifestyle – It support in understanding the requirement of the customers well and depending
on which marketers can make suitable decisions of correctly placing the service or product in
the correct segment (Weinstein & Cahill, 2014). Customer lifestyle segmentation tool can be
Capilano
Honey
Kids
Teens
Adults
Taste
Fun
Diet
Taste
Fun
Diet
Taste
Fun
Diet
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INTERNATIONAL MARKETING 7
used as it creates small subgroups from the information gathered as per their needs, dislikes,
choices, and likes.
Challenges for Capilano Honey
Being one of the largest honey producers has been facing challenges due to the growth of the
private labels brands. The biggest customer of Capilano Honey has now become company’s
biggest competitor such as Woolworths and Coles. Both these supermarkets are performing
well in the market although Capilano also wanted that retailers should make money by selling
company’s brand as they are selling their own products (Kitney, 2014). Therefore, they tried
to place their brand but the private label products of these supermarkets are affecting the
financial outcomes. In the recent years, there is 25% increase in the private label because
85% of the consumers believe that private label brands equal or better quality as other
national brands.
Similarly, in Vietnam Capilano Honey can face high competition from the private label
brands such as Bonie Bee Co. This company has started offering their private label honey in
the market.
Besides this, the company can also face challenges due to the float of information that
Capilano honey uses toxic ingredients in its honey because their most of the honey is
imported from Argentina, Mexico, and China (Kangaroo Court of Australia, 2016). The
company is trying to enter the Vietnam market however due to the information of toxic honey
people behavior has changed towards this honey and now became worried about the
Australian contaminated honey (Mendes, 2016). This will directly affect the sales of the
products.
Target Consumer Profile
Criteria Primary segment Secondary Segment
used as it creates small subgroups from the information gathered as per their needs, dislikes,
choices, and likes.
Challenges for Capilano Honey
Being one of the largest honey producers has been facing challenges due to the growth of the
private labels brands. The biggest customer of Capilano Honey has now become company’s
biggest competitor such as Woolworths and Coles. Both these supermarkets are performing
well in the market although Capilano also wanted that retailers should make money by selling
company’s brand as they are selling their own products (Kitney, 2014). Therefore, they tried
to place their brand but the private label products of these supermarkets are affecting the
financial outcomes. In the recent years, there is 25% increase in the private label because
85% of the consumers believe that private label brands equal or better quality as other
national brands.
Similarly, in Vietnam Capilano Honey can face high competition from the private label
brands such as Bonie Bee Co. This company has started offering their private label honey in
the market.
Besides this, the company can also face challenges due to the float of information that
Capilano honey uses toxic ingredients in its honey because their most of the honey is
imported from Argentina, Mexico, and China (Kangaroo Court of Australia, 2016). The
company is trying to enter the Vietnam market however due to the information of toxic honey
people behavior has changed towards this honey and now became worried about the
Australian contaminated honey (Mendes, 2016). This will directly affect the sales of the
products.
Target Consumer Profile
Criteria Primary segment Secondary Segment

INTERNATIONAL MARKETING 8
Demographic Kids – 4 to 12
Teens – 13 to 19
Adult – 20 to 30
Positioning
Core values of Capilano Honey
Capilano Honey is focused towards improving and offering products of good quality
with essential ingredient at a low price.
The company also try to do innovations in the product and enhancements in the
existing products so that it can attract new customers. Besides this, it also tries to
increase the satisfaction of the customer by promoting easy to use package/bottle.
Capilano honey is also concerned about the health and security of the people,
therefore, their core value is to take of each aspect related to the safety of its
customers and employees (Capilano Honey, 2018).
Encourage sustainability practice in order to raise brand popularity and increase
awareness of the customers about the number of offerings.
Brand Image
Capilano Honey is very famous in the Australian market as it is one of the largest honey
packers in the world. It is a brand which is recognized by 96% of the population and one of
the most trusted brands (Capilano, 2015). It is famous for reliability, flavor, quality and
advanced delivery mechanisms.
Demographic Kids – 4 to 12
Teens – 13 to 19
Adult – 20 to 30
Positioning
Core values of Capilano Honey
Capilano Honey is focused towards improving and offering products of good quality
with essential ingredient at a low price.
The company also try to do innovations in the product and enhancements in the
existing products so that it can attract new customers. Besides this, it also tries to
increase the satisfaction of the customer by promoting easy to use package/bottle.
Capilano honey is also concerned about the health and security of the people,
therefore, their core value is to take of each aspect related to the safety of its
customers and employees (Capilano Honey, 2018).
Encourage sustainability practice in order to raise brand popularity and increase
awareness of the customers about the number of offerings.
Brand Image
Capilano Honey is very famous in the Australian market as it is one of the largest honey
packers in the world. It is a brand which is recognized by 96% of the population and one of
the most trusted brands (Capilano, 2015). It is famous for reliability, flavor, quality and
advanced delivery mechanisms.
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Positioning Strategy in Vietnam
Customer Benefits – The Company will position itself in Vietnam by explaining the benefits
of the honey to the target audience i.e. kids, teens, and adult. Some of the benefits of
Capilano honey are reliability, quality, flavor, and taste.
Pricing Strategy – This strategy can also be used by Capilano in order to position itself in the
Vietnam market. It can highlight its prices by comparing with the prices of the competitors in
the market.
Positioning Map of Capilano Honey
High
Quality
Low
Quality
High
Price
Low
Price
Capilano
Honey
Manuka
Honey
VINAPI
Positioning Strategy in Vietnam
Customer Benefits – The Company will position itself in Vietnam by explaining the benefits
of the honey to the target audience i.e. kids, teens, and adult. Some of the benefits of
Capilano honey are reliability, quality, flavor, and taste.
Pricing Strategy – This strategy can also be used by Capilano in order to position itself in the
Vietnam market. It can highlight its prices by comparing with the prices of the competitors in
the market.
Positioning Map of Capilano Honey
High
Quality
Low
Quality
High
Price
Low
Price
Capilano
Honey
Manuka
Honey
VINAPI
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The above positioning map reflects the positioning of Capilano Honey that is going to be in
the market of Vietnam. As highlighted above the Capilano honey is positioned in the mid of
Low price with high quality.
Justification
The positioning strategy that is being used in this is customer benefit and price strategy. Both
of these strategies are very useful and will support company in attaining its aim i.e. of
offering honey of high quality at low price. The customer benefit strategy will support in
attracting customers by explaining the benefits of the honey, it can be done by arranging
campaigns in the place. Besides this, the price strategy is also very effective in attracting
customers because other companies in the Vietnam market i.e. Manuka Honey offer products
at very high cost due to which many people cannot afford it, therefore company decided to
position its product at low cost.
Positioning Statement
For Kids, teens, and adults who want to have tasty, healthy honey Capilano Honey is a
perfect choice. That's because Capilano Honey is made from nectar which is collected from
the heart of flowers and is collected by the honey bees.
Product
Adaptations by Capilano Honey
Capilano Honey has made some changes in its process such as it has increased the
organic honey supply while confirming the reliability of the ‘organic' certification and
labeling requirements which is an opportunity for the sector of production to upsurge
the production value.
The above positioning map reflects the positioning of Capilano Honey that is going to be in
the market of Vietnam. As highlighted above the Capilano honey is positioned in the mid of
Low price with high quality.
Justification
The positioning strategy that is being used in this is customer benefit and price strategy. Both
of these strategies are very useful and will support company in attaining its aim i.e. of
offering honey of high quality at low price. The customer benefit strategy will support in
attracting customers by explaining the benefits of the honey, it can be done by arranging
campaigns in the place. Besides this, the price strategy is also very effective in attracting
customers because other companies in the Vietnam market i.e. Manuka Honey offer products
at very high cost due to which many people cannot afford it, therefore company decided to
position its product at low cost.
Positioning Statement
For Kids, teens, and adults who want to have tasty, healthy honey Capilano Honey is a
perfect choice. That's because Capilano Honey is made from nectar which is collected from
the heart of flowers and is collected by the honey bees.
Product
Adaptations by Capilano Honey
Capilano Honey has made some changes in its process such as it has increased the
organic honey supply while confirming the reliability of the ‘organic' certification and
labeling requirements which is an opportunity for the sector of production to upsurge
the production value.

INTERNATIONAL MARKETING 11
Capilano has directed a wide R&D into the satisfying and remedial honey qualities,
which have been proven clinically, as part of Medihoney Pty Ltd which is its
subsidiary company. A variety of medical and cosmetic device products that are
conditionally used like wounds, eczema, ulcers, nappy rash, and burns have been
created and advertised. The medical uses of specific and verified antibacterial medical
honey offer opportunities for the industry of honey bee.
Differentiation of Product
The Capilano Honey will offer its product in Vietnam at low cost because other companies
that are present in the market are offering very costly honey due to which everyone is not
able to afford it. Besides this, the company will offer high quality of honey with organic
ingredients that can also be used for preparing medicines.
Comparison between Capilano Honey and Manuka Honey
The product of Manuka honey is very expensive as it comes from the bees that fertilize
Leptospermum scorparium, or the manuka bush, which produces mainly in Australia and
New Zealand (Hatic, 2016). On the other hand, the Capilano Honey is produced from nectar
which is collected from the heart of flowers and is collected by the honey bees.
Price
The quantity of compensation or payment provided by one person to another in exchange for
a unit of service or good is known as price.
Pricing for Market Penetration – This strategy is aimed towards attracting buyers by
offering lower prices on service and good. Various companies make use of this strategy in
order draw attention away from their competition; penetration pricing does tend to result in
an initial loss of income for the business.
Capilano has directed a wide R&D into the satisfying and remedial honey qualities,
which have been proven clinically, as part of Medihoney Pty Ltd which is its
subsidiary company. A variety of medical and cosmetic device products that are
conditionally used like wounds, eczema, ulcers, nappy rash, and burns have been
created and advertised. The medical uses of specific and verified antibacterial medical
honey offer opportunities for the industry of honey bee.
Differentiation of Product
The Capilano Honey will offer its product in Vietnam at low cost because other companies
that are present in the market are offering very costly honey due to which everyone is not
able to afford it. Besides this, the company will offer high quality of honey with organic
ingredients that can also be used for preparing medicines.
Comparison between Capilano Honey and Manuka Honey
The product of Manuka honey is very expensive as it comes from the bees that fertilize
Leptospermum scorparium, or the manuka bush, which produces mainly in Australia and
New Zealand (Hatic, 2016). On the other hand, the Capilano Honey is produced from nectar
which is collected from the heart of flowers and is collected by the honey bees.
Price
The quantity of compensation or payment provided by one person to another in exchange for
a unit of service or good is known as price.
Pricing for Market Penetration – This strategy is aimed towards attracting buyers by
offering lower prices on service and good. Various companies make use of this strategy in
order draw attention away from their competition; penetration pricing does tend to result in
an initial loss of income for the business.
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