Question

Topic: Strategy

What New Ideas Can I Adopt In Horeca Activation

Posted by kpaul2001 on 2/9/2020 at 5:20 AM ET 250 Points
I have a product (a chapman fruity brand) that have featured mainly on the on-trade but now wants to connect with consumers off-trade. What ideas can I add to my stable to increase my success rate in my activation plan.
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RESPONSES

  • Posted by chiron34 on 2/9/2020 at 10:14 PM Accepted
    It would be helpful if you could be more specific about your product (a chapman fruity brand) and its attributes that may make it attractive to consumers, off-trade. Additionally, another factor of importance to a market expansion strategy would be for you to outline the nature of other products you may have, or intend to get, in your product portfolio.

    When you say 'consumers off-trade', who are you referring to in particular: can you identify them in specific terms?

    Is there a useful backstory that we should know about for this significant change in your marketing strategy? Backstories often contain interesting points that can contribute to the success of a new marketing strategy.
  • Posted by Gary Bloomer on 2/11/2020 at 5:23 PM Member
    What is Horeca? What does it do? Who does it do it for?
  • Posted by chiron34 on 2/11/2020 at 7:20 PM Member
    @Gary Bloomer. Gary, HORECA is a useful abbreviation that identifies the food service industry. The term is a syllabic abbreviation using the first two letters of the words Hotel/Restaurant/Café. The term is generally used as a shorthand acronym for the hotel, resort and catering Industries.
  • Posted by Shelley Ryan on 2/27/2020 at 5:25 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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