Zespri Essay

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ZESPRI: Current Marketing Strategy Presently Zespri International Limited is considered the world’s preponderant marketer of kiwifruit, while selling to more than 53 countries in addition to managing 30 percent of the global volume. Because Zespri dominates one-third of the volume of exported kiwifruit, they continue to build a resilient reputation in their areas of focus which includes health marketing targeting health-conscious consumers who typically repeat purchases based on the nutritious benefits of kiwi consumption. Zespri continues to focus on R&D innovation in developing and expanding their product line with new varieties in order to attract new and existing customers with the emphasis on increased sells. Although Zespri is eager to invest $20 million per year endorsing growers to cultivate a superior and sustainable product, they are also concentrating on brand awareness through in-market deliverance of better tasting fruit. Because Zespri’s is 100% grower-owned, its focus is on connecting the market with the growers ensuring the product is in the exact market at the exact time within each business exchange. Prior to Zespri, multiple exporters were competing to sell kiwifruit independently around the world. A large increase in crop volume meant that the overseas importers and retailers could put pressure on the industry to drive the prices right down, and in doing so, diminish the returns. As a result a decision was made to change from having a marketing board to having a corporate that would be responsible for the sales and marketing of the entire New Zealand crop. After the first exports to the UK in the 1950s, there was a focus on supplying to Europe and the United States (US). While the connection to the US has diminished over time, Europe still sells around 50% of the product. Over time the business has evolved to focus more towards

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