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City of Szeged
the 4th biggest city
of Hungary
140.000 popularity
170 km from Budapest
„City of sunshine”
City of Szeged
Our university I.
30.000 students
more than 1000
exchange students
12 faculties
in the best 500
universities by Shanghai
Jiao Tong University’s
survey in 2007
Our university II.
Student’s life
festivals
celebrations
international trips
parties for the faculties
clubs
concerts
Student’s life-pics
„The discovery of a new dish does more
for human happiness than the discovery
of a new star.”
The role of the traditional foods in the
21st century
April 2009
by:
Gabriella Nagy
Andor Babenyecz
Contents
Pick company
„HÍR” project
Marketing strategy
Conclusion
Pick: one of the traditional
Hungarian product’s company
About the Pick
established by Mark Pick in 1869
Bronz medal on the World
Exhibition in Paris in 1900
salami became the main product
in the beginning of the 20th century
1935: a Certificate of Merit on
the World Exhibition in Brussels
this time 40-50 wagonloads of
salami
since 1975 new factory 
exported 7000 tons
1992: incorporation  12000
tons, 1/3 wintersalami
keeping high quality
continuous development
quality insurance system (HACCP)
knowledge & competence „from
master to master”
„HÍR” project I.
(traditions-tastes-regions)
1998: Hungary joined to
Euroterroirs
mission: list of traditional
products from agriculture
Pick company is a member of it
„HÍR” project II.
(traditions-tastes-regions)
300 products (excluding wines
& recipes)
book & CD of those products
fruits & vegetables as the
major part of the collection just
in Hungary
„HÍR” project III.
(traditions-tastes-regions)
11 products enjoy Hungarian
national shelter
Pick is one of the 15 products
awarded by Traditional Speciality
Guaranteed certificate in EU
Marketing strategy of traditional
foods
no profit from the rising of
volume anymore
globalization (the same foods)
the traditional foods spread
Target groups:
Hungarian consumers
European consumers
producers of „HÍR” products
SWOT – Strengths:
excellent natural resources
delicate fruits and vegetables; good
delivery food products
high level of food technology
special Hungarian gastronomy
delicious diches
SWOT- Weaknesses:
low marketing activity
trademarks have been not
widespread yet
low public presence and lack of
agreements
SWOT- Opportunities:
consumer demand for the excellent
quality products
rural development strategies
hospitality, country tourism,
„food trips” to introduce and turn
over HÍR products widespread
SWOT- Threats:
small businesses have not
enough financial and intellectual
capacity to present new products
on the world market
consumers not so informed
Tools to realise the aims:
information of the producers
training, conferences, workshops
information of the consumers
exhibitions
PR, advertisement, etc.
„E-service”
21th century – everything is accessible
through the telecommunication (internet,
mobiles, etc.)
opposite that Pick’s success is based on
the traditional realization (e.g.
trademark, trade secret, reputation)
Conclusion
Pick : certified firm on
internationally markets
new effort as for traditional tastes
success in whole Europe
in fact there is a big requirement for
e-business as for the HÍR project
Thank you for your attention!