City of Szeged the 4th biggest city of Hungary 140.000 popularity 170 km from Budapest „City of...
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City of Szeged
the 4th biggest city of Hungary
140.000 popularity
170 km from Budapest
„City of sunshine”
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City of Szeged
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Our university
I. 30.000
students
more than 1000 exchange students
12 faculties
in the best 500 universities by Shanghai Jiao Tong University’s survey in 2007
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Our university
II. festivals
international trips
clubs
celebrations
parties for the faculties
concerts
Student’s life
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Student’s life-pics
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The role of the traditional foods in the
21st century
by:
Gabriella Nagy
Andor Babenyecz
„The discovery of a new dish does more for human happiness than the discovery of a new star.”
April 2009
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Contents
Pick company „HÍR” project Marketing strategy Conclusion
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Pick: one of the traditional
Hungarian product’s company
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About the Pick established by Mark
Pick in 1869 Bronz medal on the
World Exhibition in Paris in 1900
salami became the main product in the beginning of the 20th century
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1935: a Certificate of Merit on the World Exhibition in Brussels
this time 40-50 wagonloads of salami
since 1975 new factory exported 7000 tons
1992: incorporation 12000 tons, 1/3 wintersalami
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keeping high quality continuous
development quality insurance
system (HACCP) knowledge &
competence „from master to master”
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„HÍR” project I.(traditions-tastes-regions)
1998: Hungary joined to Euroterroirs
mission: list of traditional products from agriculture
Pick company is a member of it
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„HÍR” project II.
(traditions-tastes-regions) 300 products (excluding wines & recipes) book & CD of those productsfruits & vegetables as the major part of the collection just in Hungary
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11 products enjoy Hungarian national shelter
Pick is one of the 15 products awarded by Traditional Speciality Guaranteed certificate in EU
„HÍR” project III.(traditions-tastes-regions)
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Marketing strategy of traditional foods
no profit from the rising of volume anymore
globalization (the same foods)
the traditional foods spread
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Hungarian consumers
European consumers
producers of „HÍR” products
Target groups:
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SWOT – Strengths: excellent natural
resources delicate fruits and
vegetables; good delivery food products
high level of food technology
special Hungarian gastronomy
delicious diches
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SWOT- Weaknesses:
low marketing activity
trademarks have been not widespread yet
low public presence and lack of agreements
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SWOT- Opportunities:
consumer demand for the excellent quality products
rural development strategies
hospitality, country tourism, „food trips” to introduce and turn over HÍR products widespread
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SWOT- Threats: small businesses
have not enough financial and intellectual capacity to present new products on the world market
consumers not so informed
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Tools to realise the aims: information of the producers
training, conferences, workshops
information of the consumers
exhibitions
PR, advertisement, etc.
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„E-service” 21th century –
everything is accessible through the telecommunication (internet, mobiles, etc.)
opposite that Pick’s success is based on the traditional realization (e.g. trademark, trade secret, reputation)
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Conclusion Pick : certified firm on
internationally markets
new effort as for traditional tastes
success in whole Europe
in fact there is a big requirement for e-business as for the HÍR project
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Thank you for your attention!
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