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Keys for a strategy to position agrifoods abroad.

To delve into this challenge, the next Monday, May 31, at 18.00:XNUMX p.m., a meeting will be held between exporter entrepreneurs and exporter entrepreneurs, in order to gather experiences and talk with Cristián Prado, an expert in international business, mainly in the Asian market.

May 25, 2021. Our country, due to its forestry and livestock characteristics, is becoming a productive source of interest for international markets, especially agri-food products that lead to gourmet lines, highly valued abroad.

Although the technologization of communications facilitates the commercialization process, it is not enough when it comes to achieving a successful positioning, even more so abroad. Internationalizing a product implies managing variables for each niche, its consumer behaviors and marketing and marketing techniques. Experts in neuromarketing assure that the promotion strategies are different in each market or consumer niche, holding that before any action aimed at presenting a product abroad, the place, environment and type of consumer must be clearly defined.

This was confirmed in a survey carried out among registered producers in the collaborative export marketplace. ISIBIS, where they were asked, What is the main weakness of your business when it comes to exporting? Most of the responses were related to brand positioning in international markets, for matters related to logistics, prices, variety of products, among others. 

Differentiating yourself, being clear about the characteristics of both the product and the market you want to address, training in webinar and workshops, as well as looking for sources of financing, are essential aspects for traditional or digital positioning and marketing strategies.

To learn more about this type of actions, next Monday, May 31, at 18:XNUMX p.m., there will be a meeting of exporters organized by ISIBIS.CL where, in addition, to know the news of the platform, there will be the participation of Cristián Prado , Asia Commercial Director of Viña Vertiente Pagnel to talk about digital marketing trends, mainly in the Asian market. The event is free and you only have to confirm your attendance in the following form.

Despite hyper digitization, some traditional promotion and marketing strategies, proposed by experts from neo trade, Consultant in International Business, to rethink in a new context of restricted face-to-face relationships due to the COVID19 Pandemic.

  1. Discount marked by the product. It consists of temporarily selling at a lower price than normal, indicated on the packaging. Used in products with little difference in quality between competing brands. Optimize turnover at points of sale.
  2. More product for the same price. The famous "get 3 pay 2" or sale of a larger container and content offered at the same normal price. Recommended in products of frequent consumption, little differentiated and very competitive.
  3. Complementary products. It consists of the offer of two complementary products of the same brand, at a price lower than the sum of both. The idea is to reinforce the brand or promote a new product or packaging in this way. 
  4. Coupons or discount vouchers. Aimed at potential consumers via mailing, magazines or digital marketing strategies. It has great commercial efficiency, as long as the sales channel is properly informed. 
  5. Samples and tastings. Generally used at sponsored launches, trade shows, or events. Advisable for products that involve a sensitive experience. 
  6. Direct gifts. Refers to gifts that accompany the product and should never cost more than the main product.
  7. Deferred gifts. They are obtained through the accumulation of points, barcodes, purchase volume, etc., aiming at customer loyalty. 
  8. Promotional sweepstakes and contests. That is, random winners, causing a mimicry effect, incorporating unusual consumers.
  9. Joint actions: In recent times, joint promotion campaigns involving two brands, with similar marketing objectives and target audiences, have become fashionable.
  10. Online events. In a pandemic, remote tastings and tastings are the escape route to cope with the crisis. Highly awarded by consumers and involves a shipment of products to the homes of the participants. 

Undoubtedly, the conditions are right for many more local producers to decide to export, they just need to dare and look for the necessary tools to achieve their commercial objectives.

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