Question

Topic: Strategy

What New Ideas Can I Adopt In Horeca Activation

Posted by kpaul2001 on 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 Member
    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 Member
    What is Horeca? What does it do? Who does it do it for?
  • Posted by chiron34 on 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.

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