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Communication strategies should be contextually relevant

The market tends increasingly towards a fierce global competition. It is unthinkable to produce and do business with one’s own territory only, this would mean to slow down, if not to stop, the growth of the company.

Salvo Garipoli

In order to better understand the dynamics that regulate a company’s correct market placement, we contacted Salvo Garipoli (SG Marketing), expert agribusiness marketing manager.

The expert said, “Today, a modern company has to deal with the current market situation. If one wants to approach the market in a profitable way, it is necessary to start from the end-consumer and to the referent market. Only through a correct analysis of one’s own market, it is possible to build an offer that aims at emphasising those elements that the end-consumer considers necessary to qualify her choice, purchase and consumption process”.

The contemporary national consumer, according to the study presented by Garipoli himself, takes into consideration the supply chain and the origin of the produce. The guaranteed origin is crucial, as it happens for the Made in Italy. These are all elements that take into account the economic, social and environmental responsibilities for the territories and, more generally, for the whole sector”.

Slide by Salvo Garipoli (SG Marketing)

Garipoli explained, “Nowadays, it is very important to recount the product through an engaging and compelling narration, especially thanks to the faces and experiences of the people actually producing fruits. Showing farmers, especially on the packaging, is really effective and it satisfies the consumer’s expectation of getting closer to the farming process”.

The contemporary fast-paced society has inevitably changed our consumption habits. Because of this, product services are becoming increasingly relevant.

The expert clarified, “If we think of the fresh produce, it is clear that the necessity to facilitate the preparation and consumption modalities represents a key element to promote the fruit and vegetable offer. The future of consumption will be basically led by the need for healthy nutrition, but also for good nutrition. Thus, the healthiness of the product has to go hand-in-hand with its organoleptic characteristics, its origin and territory. These are all subjects which the consumers claimed not to be completely satisfied with".

Slide by Salvo Garipoli (SG Marketing)

A correct communication process needs to and must be developed by medium-small companies as well – if they want to grow.

In that regard, Garipoli stated, “Every company has to individuate its own correct placement. It is important to always take into consideration the company’s internal structure, its potential and its relationship with the market. The common solution for less-structured companies is to become reliable partners for the great distribution. However, they must be able to stand out by qualifying their services to support marketing”.

Being aware of one’s own potential is a crucial requirement, as well as product and process innovations, for they represent the driving force to face market challenges.

Slide by Salvo Garipoli (SG Marketing)

The expert concluded, “Our job as marketing advisors is to support companies in the promotion of their produce through the best use of the available communication methods”. 

Company culture is the most important element to nourish, especially through constant improvement and through a continuous and coherent guided training, in line with the expectations of the market 4.0.


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