市场开发的三个原则.pdf

1、The Three Cs of Market DevelopmentThe problem for South African grapefruit is that demand,worldwide,is contractingda-o-f adjectivenot very bright,naiveSuggestion:That was a dof mistakeMake Grapefruit Great AgainMarket developmentIncreased demandThree Cs FrameworkCollaborationLong-term demand*Needs l

2、ong-term commitment+Ecosystem=GrowerChange behaviourRecipe for:Driving behaviour changePrep time:1 yearCooking time:8 monthsTotal time:It never endsServings:millions(ideally billions)500kg-Strategic thinking3 tonnes-broad-based approach5 tonnes-country specific campaignsNever ending-consistencyMicro

3、-distilleries-10 x growth2018-2019-Fastest growing spirit in South AfricaSales volume growth-15%Increase in overseas sales-35%Attendance at gin festivals and tastings growingSWEET&TANGY GRAPEFRUIT GROWN IN SOUTH AFRICA The trip for your taste buds.The adventure unlocker.Taste the club and the yacht,

4、the bar and the bistro.Taste what it means to be free.Broad-based campaignWebsiteSocial media pagesCountry specificBusiness to business Objective:Get SummerStar Rubies on the menuBusiness to consumerObjective:Change sentiment and perceptionsCourageIt takes guts to be a little bit dof.Why it matters1 Million*Supported by 140 000 jobsR33.9 billion*Value of citrus exports in 2023*Only you knowSuperior productSeasonal advantageSmart peopleInvestmentTrack recordMake Grapefruit Great AgainThe final question.?