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dc.contributor.author
Michailidis, Georgios
en
dc.date.accessioned
2019-04-08T08:49:55Z
dc.date.available
2019-04-09T00:00:21Z
dc.date.issued
2019-04-08
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/29301
dc.rights
Default License
dc.subject
Organic
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dc.subject
Meat-products
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dc.subject
Olive oil
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dc.subject
Consumers
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dc.subject
Safety
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dc.subject
Health
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dc.subject
Marketing
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dc.title
MARKETING POSITIONING STRATEGY FOR ORGANIC OLIVE OIL MEAT-PRODUCTS
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heal.type
masterThesis
en_US
heal.creatorID.dhareID
g.michailidis@ihu.edu.gr
heal.generalDescription
This report examines the case of organic olive oil meat-products (Org-OOMPs). A meat- product being completely of organic origin, to retain both the character and the benefits of olive oil but also target the segment of organic food product. Marketing positioning strategy of OrgOOMPs refers to the perceived values of the target in the market, in order to design further the steps to define, promote, place and price the product.
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heal.classification
Marketing
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heal.keywordURI.LCSH
Marketing--Management
heal.language
en
en_US
heal.access
free
en_US
heal.license
http://creativecommons.org/licenses/by-nc/4.0
en_US
heal.references
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heal.references
Anania, G., Pupo D'Andrea, M.R. (2008). The Global Market for Olive Oil: Actors, Trends, Policies, Prospects and Research Needs. Working Papers 6109. TRADEAG - Agricultural Trade Agreements.
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Brooksbank, R. (1994). The anatomy of marketing positioning strategy. Marketing Intelligence and Planning, 4, 10-14.
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Dangour, A.D., Dodhia, S.K., Hayter, A., Allen, E., Lock, K., Uauy, R. (2009). Nutritional quality of organic foods: a systematic review. American Journal of Clinical Nutrition, 90, 680–685
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Krystallis, A., Fotopoulos, C., Zotos, Y. (2006). Organic Consumers' Profile and Their Willingness to Pay (WTP) for Selected Organic Food Products in Greece. Journal of International Consumer Marketing, 19(1).
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McDonald, M., Dunbar, I. (2004). Market Segmentation. Italy: Elsevier Butterworth- Heinemann.
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Meredith, S., Willer, H. (2014). Organic in Europe: Prospects and Developments. Brussels: IFOAM EU Group.
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Moghadasian, M. E. (Ed.). (2012). Functional foods and cardiovascular disease. London: CRC Press, Taylor & Francis Group.
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Mylonas, P. (2015). Olive Oil: Establishing the Greek Brand. Athens: National Bank of Greece.
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Napolitano, F., Braghieri,A., and Girolami, A. (2009). Organic meat: Market development and consumer willingness to pay. In M. A. Nelson, Organic Farming: Methods, Economics and Structure (pp. 1-12). Potenza, Italy: Nova Science Publishers, Inc.
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Paneras, E.D., Bloukas, J.G. (1994). Vegetable Oils Replace Pork Backfat for Low-Fat Frankfurters. Journal of Food Science, 59(4).
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Walley, K., Custance, P., Orton, G., Parsons, S., Lindgreen, A., Hingley, M. (2009). Longitudinal attitude surveys in consumer research: A case study from the agrifood sector. Qualitative Market Research: An International Journal, 12(3), 260-278.
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Willer, H., Lernoud, J. (2018). The World of Organic Agriculture Statistics and Emerging Trends 2018. Frick, Switzerland: Research Institute of Organic Agriculture (FiBL) and IFOAM – Organics International.
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Willer, H., Yussefi, M. (2004). The World of Organic Agriculture - Statistics and Emerging Trends. International Federation of Organic Agriculture Movements, Bonn, Germany.
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heal.fileFormat
Pdf
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heal.recordProvider
School of Economics, Business Administration and Legal Studies, Executive MBA
en_US
heal.publicationDate
2019-01
heal.abstract
This dissertation was written as part of the EMBA at the International Hellenic University. The increase in consumer interest in reduced fat foods has created a growing need for low fat meat-products in the market. The addition of plant oils or substitution of animal fat with olive oil had been documented since the early 90’s. Since 2001, olive oil meat-products (OOMPs), meaning deli meats with the addition of extra virgin olive oil, entered the market. Soon, they became the most important ambassador of Cretan/Mediterranean diet, in Greek and in foreign markets. This report examines the case of organic olive oil meat-products (Org-OOMPs). A meat- product being completely of organic origin, to retain both the character and the benefits of olive oil but also target the segment of organic food product. Organic food market is a global trend. Following the marketing positioning strategy, research survey has been conducted at a representative Greek sample and research interviews to the executives of the three leading firms in the meat-products sector. In research methodology, qualitative analysis had been employed for the interviews and descriptive statistics, as well as some qualitative analysis in the form of cross-tabulations, for the survey. Marketing positioning strategy of OrgOOMPs refers to the perceived values of the target in the market, in order to design further the steps to define, promote, place and price the product. To follow that a Strengths, Weaknesses, Opportunities and Threats analysis has been done and segmentation of the market. Completing the marketing strategy, the marketing mix (4P’s) has been described. The conclusions at the end of this report suggest that the launch of the new OrgOOMPs line could be successful and profitable, letting the producing company (Creta-Farms) to enter the organic food market and respectively increase the market share of olive oil meat-products. (Key words): organic, meat-products, olive oil, consumers, safety, health
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heal.advisorName
Professor Balabanis, Georgios
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heal.committeeMemberName
Mavragani, Eleni
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heal.committeeMemberName
Dr. Laspita, Stavroula
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heal.academicPublisher
IHU
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heal.academicPublisherID
ihu
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