Assignment:
Seaberry Farm is in Tuv Province, Mongolia. Go through their web site extensively to learn more than this brief offers. Look especially at their branded products section. The web site is at: www.seaberryfarmproducts.com
Their mission is to apply proven hydroponic, aquaponic and greenhouse technologies to create a 12-month production cycle for fruits, vegetables, herbs and fish. To lessen the country's reliance on imports and to provide fresh, nutrient-rich food, employment and enjoyment opportunities for Mongolians.
BUT THEY ALSO SELL BRANDED PRODUCTS. MARKETING 170'S ASSIGNMENT IS TO DEVELOP A PRELIMINARY MARKETING PLAN (see pages 599-601 for an outline) FOR INTRODUCTION OF THEIR BRANDED PRODUCTS IN THE EUROPEAN UNION AND THE UNITED STATES.
BACKGROUND INFORMATION AND DISCUSSION
Seaberry's "initial" thought was to focus on countries in Central Asia where there is knowledge of seabuckthorn and a history of seabuckthorn use. However, they have since concluded that, due to a number of reasons > geo-political, economic, logistical < this is not the best course of action.
While seabuckthorn ("shaji") is grown in China and has been used in TCM (traditional Chinese medicine) for many centuries, our focus is not on China due to language considerations, market entry restrictions, and the country's size and complexity.
We have come to learn that seabuckthorn is known and used in a number of European countries (marketed under local names : "sanddorn" in German and Switzerland; "argosier" in France), and that Europeans are becoming more and more health conscious. While seabuckthorn is not widely known in the US, it "is" becoming known by a growing number of health conscious people who shop at health stores and places like Whole Foods.
So while our initial market testing is in Asia, the markets that we are setting our sights on are the US and the Eurozone countries.
Seaberry has given us some preliminary questions to consider along with our marketing recommendations;
1. Research on health food chains and geographic concentrations of health-conscious people in the US. Develop an initial list of target markets.
2. Seaberry is considering the possibility of manufacturing the Seaberry cosmetics range in Korea since they cannot be made in Mongolia. To what extent does a bias exist today in the US against "made-in-Korea" cosmetics (versus those products originating in the US and Europe) This will require some research on your part.
3. What marketing strategy would you recommend to deal with this "made-in-Korea manufacturing problem, if it exists.
Seaberry has also given us a few directions for our work. (You are not required to follow them if you feel differently, but make a comment on the reason you decided not to follow their direction)
1. The linkage between seabuckthorn with Mongolia is important for the Seaberry brand and should be played up in marketing and advertising
2. image of Mongolia = nature, unspoiled, mystical
3. historical link between seabuckthorn and Mongolia should be emphasized (ie. especially the 13th/14th C link with Genghis Khan)
4. Our quality advantage of Seaberry products (for example, US brand "Sibu" features seabuckthorn grown in China; how can the perceived high quality of seabuckthorn grown in Mongolia be distinguished from the low quality image of food products grown in China)
4. Being a start-up just entering the US market, with a product that requires some explanation (relating to seabuckthorn's many unique benefits), what would be the most cost effective means of disseminating information and spreading brand awareness
5. best social media options (Facebook, blogs, viral video, etc)
6. celebrity endorsements (ie. Dr Oz; Oprah; Dr Manny on Fox, entertainers, etc) < how best to reach these celebrities for endorsement
7. online > websites featuring new cosmetic and tea products
8. free print editorial > health and tea magazines
9. Online selling channels > what are specific options for cosmetic and tea products
10. in Mongolia the business has received several important recognitions, including: 1) Best New Product and, 2) Best Organic Product (From the Tuv Province Chamber of Commerce)