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Essay / Research Paper Abstract
This 10 page paper is written as a report for a consortium of organic farmers in Kent who have a limited budget but want to market their brand of organic foods nationally. The paper outlines an approach and then considers the target market and the media that should be utilised to meet the goals and stay within the budget. The bibliography cites 10 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TEorganfood.rtf
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Unformatted sample text from the term paper:
the last few years up fro 2 million a well in 2003 (The Food Institute Report, 2004). The rate of growth is expected to be in the region of 9%
- 10% a year (just-food.com, 2004). This indicates market that is growing and one where there is still space for UK suppliers, especially when it is remembered hat at
the current time 50% of all organic food sales are from an imported source (Farmers Guardian, 2005). The consortium of Kentish farmers that want the develop their brand of
organic food and increase sales have determined that this in the time to increase awareness of the brand during this period where there is still a high level of
growth and potential growth, but with the market already have been established to a limited extent. There is already a high level of growth and, we will assume that they
are already selling the goods into national supermarket chains. The aim of the campaign is to increase the sale of other own brand nationally stimulating more demand The campaign has
a limited budget of ?2.5 million so will have to be carefully managed in order to chive long term results, so a careful consideration of the approach and the media
to be used needs to be provided. 2. The Approach The development of any new product or brand requires careful management. This will
start out with an understanding of the market and the identification of the target market to whom the goods would be attractive. To
consider this there are several models. The traditional model is the 4 Ps with the Ps being product, price placement and promotion (Kotler, 2000, 1999). This, although a well understood
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