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Analysis of research results concerning the practical application of marketing and the marketing of organic products. Summary - comparative analysis and make recommendations for practice
Project
Project code: 2806OE301
Contract period: 02.10.2007
- 30.06.2008
Budget: 54,362 Euro
Purpose of research: Applied research
The analyzed studies revealed, that it is no longer sufficient to claim 'organic' in order to identify and to sell organic products successfully. Companies producing, processing and/or trading organic products, first priority must be consumer credibility. Credibility establishes the foundation for various types of marketing strategies to win consumers over to organic products. The focus lies in a new dimension of honesty and integrity in business and with the consumers. Which strategies or marketing tools to utilize and which marketing concepts to choose in order to reach this desired credibility will differ for individual companies and organic products. However, according to the results of the studies, the direction remains the same in all instances. Sustainability in its original intent is the goal. Economic activities must give realistic consideration to environmental issues, social conditions and concerns, as well as moral and ethical issues including the idea that business practices do not harm others. To realize these steps will present some hurdles at first as consumers are not always willing to pay a higher price for their noble demands. One of the biggest challenges of this century will be to communicate global interrelationships in order to gain consumer understanding for a corresponding fair retail price. It has been shown that marketing according to commonly held practices within the framework of the results of these studies, inherent significant savings. Under certain circumstances, standard marketing measures can be reduced or even abandoned, as their effects are significantly lower than earlier projections. Research has proven that personal communication with the consumer is the most important strategy for marketing organic products. Significant work has yet to be done to design a well-planned customer marketing plan that is much more demand-oriented. Higher prices are often not the most significant barrier to increased organic product consumption; but rather, it is missing 'key' selling points. The current market trend is ideal. Consumer change in values, product quality requirements and key buying motives all point to the potential for expanding this market. Pioneers of the organic movement built up and stood for value and quality which a growing population of German consumers now seeks.
Section overview
Subjects
- Business administration
- Organic Farming
Framework programme
Federal Organic Farming Scheme and other forms of sustainable agriculture (BÖLN)
