A master thesis from Aalborg University
What marketing communication strategy can be implemented to promote plastic free produced biodynamic bananas in the current German market to generate awareness and increase the sales of this product?
Author(s)
Term
4. term
Publication year
2020
Submitted on
2020-06-02
Pages
78 pages
Abstract
The purpose of this paper is to explore the best methods of promoting a premium product namely the plastic free produced biodynamic banana. This paper deals with a new sustainably produced product lacking in promotion. Throughout the course of this paper, the product itself will be analyzed using the International Marketing Mic to gain a better grasp of it. It will also cover the Marketing Communications Mix in order to discover which method of promotion would be the most appropriate for this product: accompanied by the literature researched alongside the interviews of the different supply chain members associated with this product, a conceptual framework was developed, analyzed, and evaluated to see if it could be considered as an appropriate marketing communication strategy. This paper ends in a discussion reviewing the generated conceptual framework including its advantages and drawbacks to understand which combination of Marketing Communication instruments would work best for Demeter in promoting this product.
Keywords
Documents
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