Blue Diamond Almond Growers of California
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This paper explains that the main characteristics of almonds and the main pointers to be incorporated in promotions is that (1) almonds have a nutritional and a positive health effect and (2) almonds tend to bring a note of class to the serving of various dishes, especially salads. The author points out that tactical moves in terms of price need to be carefully managed because a price dispute with the other strong competitors is not desirable, which means that a moderate pricing tactic, without low dumping prices, is advisable. The paper stresses that a promotional campaign which targets the health benefits should be directed towards the main health journals and nutritional magazines, such as monthly columns on the properties of almonds and their relationship to good healthy diets.
From the Paper:"There are two potential problems that may damage the company's stability. One is internal, the other external. The internal problem refers to the creation of unions and the overall move towards unionization that has been experienced on the market and in the company itself. A union is a potential source of problems for the company, because it may lead to other things that could damage production (strikes, collective bargaining etc.). As far as the company is concerned, the union is not necessarily a problem that should be dealt with in terms of elimination, but it is a problem that should be dealt with in terms of isolation."
Cite this Marketing Plan:
Blue Diamond Almond Growers of California (2006, September 14) Retrieved August 18, 2019, from https://www.academon.com/marketing-plan/blue-diamond-almond-growers-of-california-68849/
"Blue Diamond Almond Growers of California" 14 September 2006. Web. 18 August. 2019. <https://www.academon.com/marketing-plan/blue-diamond-almond-growers-of-california-68849/>