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The marketing plan is a basic tool used by all companies to communicate the message, the values and the essence of their product through the various channels, in order to attract new buyers and increase sales. In the case of the food and beverage industry, the marketing plan must include a detailed strategy that focuses on the end-use customers, the consumers. It ...
Demand for beers with a touch of fruit is spreading like wildfire in the United States. Although the beginning of the decade saw numerous launches for new fruit beers in Europe, demand for it here has now stalled. But the trend has now arrived with a bang in the Americas, both in North America and further south, with Brazil leading the boom in Latin America.
Long ago, Peter Drucker, the father of management theory, affirmed: “Because the purpose of business is to create a customer, the business enterprise has two – and only two – basic functions: marketing and innovation”. As part of this formula, we find the key drivers, the key sensory attributes of a food product, an intangible that both Marketing and R&D departments must watch closely.