Pink Lady introduces new marketing model at industry meeting
Pink Lady introduces new marketing model at industry meeting
Yakima, WA-based Pink Lady America is offering a marketing model new to the apple industry to the marketers of the "Pink Lady" brand apple.
Called market segmentation, the plan was introduced recently to licensees of Pink Lady America.
According to John Reeves, general manager of the operation, it is the goal of Pink Lady America to identify market segments that will provide the best sales opportunities. The three factors used to develop our market segments will be age, socio-economic status and geographic, Mr. Reeves said. The idea is to use these segments to build brand equity for the 'Pink Lady' brand apple.
He noted that while hundreds of brands can readily be found in other sections of the supermarket, the produce section is home to a relative few, and Pink Lady America sees attributes in its product that should allow the Pink Lady brand to be a powerful entity at retail.
Mr. Reeves added, There are a number of product features setting Pink Lady apart from other apples beginning with its pink color. It has a sweet-tart, ripe flavor thats unique ... [and] it also has a crisp texture, is a good cooking apple and is slow to turn brown when cut. This is a feature that should play well in the foodservice industry.
The Pink Lady is also the first apple included in the American Heart Association Food Certification Program, having met AHA food criteria for saturated fat and cholesterol for healthy people over two years of age.
A major marketing objective is to have the Flowing Heart Pink Lady brand apples command a major presence in all licensee retail markets throughout North America for a long period of time, Marketing Director Alan Taylor said.
He added that the strategy to be used includes the development of brand equity for Flowing Heart Pink Lady brand fruit, with Pink Lady America working with its licensed marketers to promote the fruit with their customers and to work with all parts of the value chain to enhance quality.
The creation of a marketing advisory board is also part of the proposal, with the board providing information and advice on all aspects of the Pink Lady America marketing program.
Called market segmentation, the plan was introduced recently to licensees of Pink Lady America.
According to John Reeves, general manager of the operation, it is the goal of Pink Lady America to identify market segments that will provide the best sales opportunities. The three factors used to develop our market segments will be age, socio-economic status and geographic, Mr. Reeves said. The idea is to use these segments to build brand equity for the 'Pink Lady' brand apple.
He noted that while hundreds of brands can readily be found in other sections of the supermarket, the produce section is home to a relative few, and Pink Lady America sees attributes in its product that should allow the Pink Lady brand to be a powerful entity at retail.
Mr. Reeves added, There are a number of product features setting Pink Lady apart from other apples beginning with its pink color. It has a sweet-tart, ripe flavor thats unique ... [and] it also has a crisp texture, is a good cooking apple and is slow to turn brown when cut. This is a feature that should play well in the foodservice industry.
The Pink Lady is also the first apple included in the American Heart Association Food Certification Program, having met AHA food criteria for saturated fat and cholesterol for healthy people over two years of age.
A major marketing objective is to have the Flowing Heart Pink Lady brand apples command a major presence in all licensee retail markets throughout North America for a long period of time, Marketing Director Alan Taylor said.
He added that the strategy to be used includes the development of brand equity for Flowing Heart Pink Lady brand fruit, with Pink Lady America working with its licensed marketers to promote the fruit with their customers and to work with all parts of the value chain to enhance quality.
The creation of a marketing advisory board is also part of the proposal, with the board providing information and advice on all aspects of the Pink Lady America marketing program.
