Pak­istani Kin­now en­tices the Dutch

Enterprise - - 13 -

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.

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