The Clemengold brand is well known on the Asian markets, this year sees the 10th Anniversary of the launch in Asia and 20 years of the ClemenGold brand. The fruit is now present in Bangladesh, India, China, Taiwan, Malaysia, Indo, Singapore, Cambodia.
"Our fruit is marketed on the wholesale market as well as in selected retail stores, depending on quality specifications and consumer preference. The brands which are present in China (each with its own strategy), include ClemenGold mandarins, LemonGold seedless lemons, NavelGold premium oranges, ClemenOrange mandarins as well as SweetC," said Adéle Ackermann, marketing manager for ClemenGold International and its House of Brands
"We strongly believe in the power of branding as an innovative way of marketing and as a House of Brands we create brands – sometimes for different varieties, or classes or sizes of fruit – matching the demands of different markets."
Adele explains that having a range of brands aimed at different target audiences and with different emotional connection goals is very important in terms of full-bin-use.
"We make sure we’re reaching different target markets in the fruit category and giving them a value proposition that makes them connect with an emotional state to keep them continuously purchasing a brand that speaks to that emotional state and drives repeat purchases, brand recognition and loyalty."
ClemenGold’s perfect balance between acids and sweetness, combined with its fresh mandarin flavour, has made this brand firm favourites for Asian shoppers according to Charlene. That, and the consistency in quality and visibility of the brands, help ease their shopping decisions when looking for healthy natural snacking alternatives.
"Extensive marketing campaigns are in place with our specially selected customers for our ClemenGold, LemonGold and Sweet C brands. Our equity lies in our global brands, together with the quality of our fruit and the long-term relationships we forge with our customers.
“It is vital to deliver to retailers and the consumer at a consistently promised quality standard in terms of taste and consumption attributes, but the equity of a visible and well-executed brand pulls the consumer back time and again.”
"We support our retail and wholesale partners with marketing campaigns tailor-made for the local consumer,” she explains. “This year’s campaign centres on providing specially designed point of sale and promotional material which serves to attract the attention of shoppers.” Through the development of visual resources, a global social media presence and video material, retailers are assisted in the generation of awareness amongst consumers."
ClemenGold will be in Hall 3 3H35
For more information:
Charlene Nieuwoudt
Clemengold International
Tel: +27 21 883 9723
Email: [email protected]
