Recent studies of olive oil marketing strategies focus on the growing significance of Protected Geographical Indication (PGI) as branding tool and producers’ and consumers’ interest in quality attributes. Drawing on qualitative research on the island of Lesvos Greece, -an island that is characterized by yearlong tradition in olive oil production, large number of olive trees and significant amount of olive oil production-, the present project aims to identify and analyze different marketing management approaches among long established and recently founded olive oil packaging companies. The main focus of the study was the examination and comparison of marketing strategies in terms of marketing mix (product, place, pricing, and promotion), in light of recent discussions on olive oil geographic and organoleptic attributes.
Firstly, research on the island of Lesvos has recorded local entrepreneurs’ positive stance towards the detailed description of organoleptic attributes as a differentiating marketing factor. As an outcome their marketing mix is primarily focused on olive oil quality attributes. Secondly, research has highlighted that the recent proliferation of privately labeled olive oil packaging companies in Lesvos could benefit from marketing strategies that combine an interest in branding (related to packaging, design, family history and an emphasis on olive oil quality attributes and health characteristics), with marketing approaches that underline the local background of the product and place it in a broader context that brings together threads of collective history, island tradition, scientific knowledge, and sensual experience. Research’s outcomes could be of benefit to olive oil entrepreneurs, state officials, and consumers.
Keywords: olive oil, marketing, Lesvos, PGI (Protected Geographical Indication), quality attributes
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