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In sectoral marketing, the product itself is the main asset

The main asset in an advertising and marketing campaign is the product itself. Having a good product, adapted to the needs and tastes of consumers, is what conveys the most. This was stated by the president of AGR Food Marketing, Mateo Blay, in a FEPEX meeting, held last Friday in Villanueva de la Serena, Badajoz.

For the head of AGR Food Marketing, a specialist in marketing-communication plans in the fruit and vegetables sector, sectoral marketing is fundamental in four scenarios: when the sector has to fight a bad image; when there is interest in promoting product-based growth in the sector, rather than company or brand-based growth; when there is a need for growth in a situation in which the entire sector is losing market share; and lastly, in the creation of a collective or private geographic brand.

Some examples of geographical collective brands could be Plátano de Canarias or Melocotón de Calanda (Calanda peaches), while Zespri or Marlene would be examples of private collective brands. In this sense, Blay highlighted the advantages of creating collective brands with the participation of several companies or a whole sector, since almost all brands with the highest sales and prices are the collective ones. These associations also facilitate the processes of internationalization, innovation, financing, social and institutional recognition, etc.

For Mateo Blay, the key to succeed in sectoral marketing is not to treat product marketing as brand marketing, and not to confuse marketing with organising an advertising campaign. Blay recalled that the value lies in the product itself, in its quality, differentiation and consistency over time. Also, in an effective sectoral marketing campaign, it is first necessary to achieve the communication objectives (adequate image, notoriety) as a precondition to achieving the marketing objectives (margin increase, sales, etc.). This will take time and resources, and it will also be important to have good professionals.

Mateo Blay's arguments confirm the diagnosis carried out by FEPEX in the stone fruit sector, also regarding the controls on the compliance with Community marketing standards in the domestic market, especially with regard to the provisions on minimum quality requirements. These are in place to ensure that the products are harvested with optimum organoleptic qualities, as this will lead to an increase in their consumption.

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