Case Studies/

US Potatoes
Customer Decision Dynamics and Marketing Effectiveness

Multi-country Asia and Latin America study of channel and customer dynamics in potato exports.

The challenge

An agricultural promotion board for potato and potato product export.

The client sought to promote the export of domestic potato products in international markets, through marketing agencies in their key export destinations.

Project Objectives

To understand both trade customers’ and end consumers’ decision making dynamics when selecting suppliers, and perceptions of potatoes of different origins
Evaluate the success of their marketing programs in the key markets.

Methodology

Desk research
Expert interviews with trade customers
Quantitative interviews with end consumers
The research was conducted in: China, South Korea, Japan, Malaysia, Philippines, Mexico and Central America.

The solution

Client able to evaluate global marketing program success and trade customers’ preferences for strategy formulation. Launched major branding campaign.

we deliver

Results

Report Deliverables

Country specific reports addressing:

Import trends for key potato products, and past 5-year market share of importers
Key products carried by trade customers and their country origin preferences
End consumers’ potato product purchase and dining out patterns, and perceptions of potato product country origins
Impact of current marketing program
Recommendations on areas of focus for marketing programs moving forward

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