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?

Aagaard Soto, Daniel Jesus

4. term

Economics and Business Administration (International Marketing), Master

2020

2020-06-02

78

Dette speciale undersøger, hvordan man mest effektivt kan promovere et premiumprodukt: en biodynamisk dyrket banan (en holistisk, naturbaseret dyrkningsmetode), produceret uden plastik. Produktet er nyt, bæredygtigt produceret og i dag kun svagt promoveret. Først analyseres produktet med det internationale marketingmix—produkt, pris, distribution og promovering—for at tydeliggøre dets værdi og markedsposition. Dernæst anvendes marketingkommunikationsmixet til at finde de mest egnede måder at nå kunderne på. Undersøgelsen kombinerer viden fra forskningslitteratur med interviews med aktører i produktets forsyningskæde for at udvikle en praktisk, konceptuel ramme for markedsføringskommunikation. Denne ramme analyseres og vurderes som en mulig strategi. Specialet afslutter med at drøfte rammes styrker og svagheder og peger på den kombination af kommunikationsværktøjer, der fremstår mest lovende for Demeter i promoveringen af produktet.

This thesis explores how to effectively promote a premium product: a biodynamically grown banana (a holistic, nature-based farming approach) produced without plastic. The product is new, sustainably produced, and currently under-promoted. First, the product is examined through the International Marketing Mix—product, price, place, and promotion—to clarify its value and market position. Next, the Marketing Communications Mix is used to identify the most suitable ways to reach customers. The study combines insights from academic literature with interviews with supply chain members to build a practical conceptual framework for marketing communication. This framework is then analyzed and evaluated as a potential strategy. The thesis concludes by discussing the framework’s strengths and limitations and points to the combination of communication tools that appears most promising for Demeter when promoting this product.

[This abstract was generated with the help of AI]

Marketing communication strategy ; Sustainability ; Marketing Communication Mix ; Biodynamic Fruit ; Marketing Strategy

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