Competing in tough markets

摘要

Adrian Barlow, CEO of English Apple and Pears Ltd (EAP), speaking at the National Fruit Show, delivered a masterclass in modern marketing using examples from many industries and products to explain how it is possible to compete in a tough market, suchas the one fruit growers find themselves in this season.Understanding your end user, UK consumers in our case, is vital - determining what they want - features, size, packs, presentation, reassurance and provenance. Are their preferences, such as taste, changing? Where are they buying - off the supermarket shelf or on-line. What causes them to purchase. Is this an impulse or a planned purchase? What is the best way of communicating with them.