a) Differentiate between goods and services. b) How can you emphasise the distinctiveness of this grower’s produce? c) Where should this fruit be sold? d) What price should be charged for this produce? e) How can you ensure you get repeat orders? f) Should the fruit be sold as fresh fruit or as ingredients in another product? g) How would you advertise the products? h) Explain the importance of branding in marketing of the product.
Read the following carefully and answer questions 1
The Product:
Fruit growers face particular problems in marketing their produce. It is very difficult for them to distinguish their products from those of their competitors. These businesses, by their very nature, are product-oriented. They have to produce good products to have any chance of surviving in the market. Your task is to advise a fruit grower on how they could market their produce to ensure that the distinctive qualities, or unique selling points, are stressed.
One example, which may be of help, is the South African fruit industry. By working together under the Cape label, they have managed to distinguish their produce from their competitors' produce. The use of a generic label for all produce has been used by other fruit producers such as Spanish oranges, Israeli avocados, and so on. You should try to think of a different approach for the fruit grower you are advising.
Question 1
As a Marketing Consultant to the fruit growers:
- a) Differentiate between goods and services.
- b) How can you emphasise the distinctiveness of this grower’s produce?
- c) Where should this fruit be sold?
- d) What price should be charged for this produce?
- e) How can you ensure you get repeat orders?
- f) Should the fruit be sold as fresh fruit or as ingredients in another product?
- g) How would you advertise the products?
- h) Explain the importance of branding in marketing of the product.
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