Pakistani Kinnow entices the Dutch
elicious Pakistani Kinnow successfully continues to make inroads into the Dutch market. The Trade Development Authority of Pakistan organized an in-store promotion of Pakistani Kinnow at Hanos, Amsterdam in March, 2012. The promotion was organized by TDAP and the Commercial Wing at the Pakistan Embassy in the Hague, in collaboration with Hanos Group, the leading Dutch supermarket chain specializing in Horeca (Hotel, Restaurant and Catering) supplies. The objective of the promotion was to organize an interactive campaign at point of sale (POS) to introduce Pakistani Kinnow to Dutch consumers.
In the annual daylong in-store promotion, a grand display of Kinnow was set up near the store entrance and tasting of Kinnow slices and juice was arranged for the visitors. Information on Pakistani Kinnow was also provided to the interested customers. “The Kinnow juice is very sweet and thick”, was the most common feedback of the consumers after tasting the juice.
Simultaneous with the tasting arrangement, the Hanos management offered a price discount on the Kinnow to lure customers to try and buy the product. The immediate result of the tasting arrangement was a three- fold increase in the sale of Kinnow as compared to the daily average.
Speaking on the occasion, Nick, Head of Fresh Produce Purchase Department in Hanos, said that Hanos had introduced Pakistani Kinnow in the assortment last year. We have found it to be a strong product with immense growth potential, he said.
The in-store promotion was a part of the consistent market penetration strategy being implemented by the Commercial Wing at the Pakistan embassy since 2009. During the current year, with the support of TDAP, the Commercial Wing has already organized a Kinnow exhibition in Rotterdam in February as a B2B event.
Muhammad Ashraf, Commercial Counsellor, said that Pakistani Kinnow was repositioned in the Dutch market last year as a juicy mandarin (persmandarijn) and its sales have registered continued growth in the Dutch market since then. Despite a difficult season for citrus in Europe, Pakistani Kinnow has successfully penetrated the Dutch market.
“The more important part is that we have targeted the mainstream market segment and the results are highly encouraging. The Kinnow is now being regularly imported by the Dutch importers and distributed to the rest of Europe. During the daylong promotion at Hanos, Pakistani Kinnow made a powerful statement. It was a Kinnow day celebrated at Hanos. The luscious taste of fresh Kinnow juice enticed the Dutch customers,” remarked Muhammad Ashraf.
He also added that besides the push in the trade channels through B2B events, the consumer events like in-store promotions at supermarkets are being organized to generate pull in the market.