Dear mojito74,
If the demand for ostrich meat is to increase, a greater number of
consumers must think of it as an attractive choice for the dinner
table. The first step to accomplishing such a change is to make
consumers aware of the possibility of purchasing ostrich meat. Once
you have brought to their attention the fact that ostrich is a
realistic alternative to more conventional kinds of meat such as beef,
chicken, and pork, you must also persuade them to view ostrich meat
with a heightened perception of its Prestige, Economic Value, and
Nutritional Value.
It will not be difficult to convince consumers of the Prestige of
ostrich meat, since it is so scarce in the marketplace as to be a
novel item on most menus, and novelty alone ensures Prestige. However,
the very scarcity of ostrich is what makes it expensive in comparison
to the mass-produced meats. Thus, the Economic Value of ostrich meat
will be a difficult proposition for consumers unless you also persuade
them that it also offers unusual health benefits which increase the
perception of its Nutritional Value.
Before you embark on a marketing campaign, reflect on your goals. If
you do not intend that ostrich should ever be a direct competitor to
beef, chicken, and pork, you will do best to target your advertising
at the niche audience of affluent and stylish people who will be most
attracted to the Prestige of your product. In this case, your ads
should appear in literary journals and glossy magazines. Furthermore,
you should inform high-end chefs of the availability of the ostrich
option, educating them in how to order and prepare your meat, because
restaurants are a primary distribution channel of gourmet food.
On the other hand, if you have the resources to distribute ostrich to
supermarket chains and high-volume butcheries, a national campaign of
TV commercials and newspaper ads is in order. You should contract a
marketing firm to develop an appealing spokesman, such as an animated
ostrich or an ostrich farmer, and emphasize in your advertising the
superior nutritional content of your product, thereby imparting its
Nutritional Value. To enhance its Economic Value, you will want to
offer short-term price incentives such as coupons and store-level
discounts. In the long term, you can keep prices low if ostrich meat
becomes popular, allowing you to exploit economies of scale in the
manufacturing process.
If you find that my answer is incomplete or inaccurate in any way,
please post a clarification request so that I have a chance to meet
your needs before you assign a rating.
Regards,
leapinglizard |
