Transcript Renewable energy food security and economic sustainability

SIZE MATTERS
SIZE MATTERS
in vegetables
World Marketing Conference
Field Marketing Workshop
in vegetables
13th January 2015
• Team Name: ARAVA INNOVATION
• Team Number: 3
• Team Concept: Renewable Energy & Food Security
Sites Visited
Sites
Marketing message of Sites visited
Ramon Airport
Growth into the area. Growing the
economy. Increasing tourism. Increasing
export and import.
Southern Arava R&D
Food Security. Increasing food production
through technology and innovation
Regional Center for Science
& Renewable Energy
Renewable Energy: Using the local
resources (i.e. Sun and land) to produce
energy
Kibbutz Lotan
Eco tourism and education for
sustainability
Kibbutz Ketura
Solar energy and off- grid solutions for
Israel and the third world
Timna Park
Increase tourism, employment
opportunities for the region
Marketing Strategy
• The Arava is at the forefront of Food Security
and Renewable Technology
• To sustainably grow and develop the Southern
Arava
– Increase population
– Employment opportunities
– Tourism and trade
• How KKL-JNF is instrumental
Marketing Strategy - SWOT
S
STRENGTHS
• Contributing to solution of real
global issues (food, hunger and
environomn),
• Enhancing the lives of Israelis.
• Increasing aliya to Arava,
• Developing the desert,
• Conserving the environment,
• Sustainable tourism, Sustainability
and Continuity,
• Conservation, Green vision with
human as the focus
• Agriculture on the border
OPPORTUNITIES
• New airport,
• new technologies,
• startups,
• Sun Valley
WEAKNESSES
• Distance of Arava,
• Getting young people to the area,
• Losing talent, not enough people
W
for critical infrastructure,
• competition from cities,
• Lack of government support
THREATS
• Security problems,
• No funding
O
T
7
Market Analysis
• Target market(s):
• Donors from around the world who want to invest
in a better future and a better world
• Distinguishing characteristics of the market(s):
• May skew younger
• May open opportunities to gain new donors (both
Jewish and non-jewish)
• Size of the market(s):
• MASSIVE
Branding
• Your clear, unique message:
– Arava Innovation – Food Security and Renwable
Energy
– Benefits Israel and the world
– Support from KKL/JNF is instrumental
• Motivation of your audience(s) to donate
– People who want to make a difference (Tikkun
Olam)
Integrated Marketing