Local Marketing

Imported conventional vegetables constitute approximately 80% of the vegetable market in Cambodia and that roughly equals 400 tons of vegetables per day according to the recent research study by the Center for Policy Studies. Furthermore, pesticide residue was found widespread in the vegetable market in Cambodia. These facts have led to increasing concern over food safety in the kingdom in recent years. Therefore, it gives strong opportunity for organic vegetable market to grow. However, the market has been growing slowly in the past several years. This paper will describe the situation of the current organic vegetable market and explain reasons behind the laggings of the market. This paper comprises of two main studies. The first study focuses on mechanisms of the current organic vegetable market which includes demand and supply analysis and supply chain analysis.

Questa ricerca nasce dal mio incontro con l’azienda Occhiali in Cantiere
(OIC) durante le attività di tirocinio svolte nell’ambito del mio corso di studi con l’Università San Raffaele.
La mia attività di formazione si è svolta principalmente nel reparto marketing dove ho potuto seguire l’intero processo comunicativo avviato dall’azienda e lo sviluppo di contenuti presenti nei canali web marketing, digital PR, social media management e blogging.
OIC è un importante progetto nel settore della produzione e vendita di
occhiali con una rete di punti vendita presenti sul territorio laziale, nello
specifico Colleferro, Capena e Frosinone, dove lavora uno staff composto da ortottisti, optometristi, contattologi e tecnici di laboratorio. Al team dei professionisti dell’ottica si aggiunge anche un ufficio marketing dedicato.
Gli occhiali sono un accessorio indispensabile nel look quotidiano, soprattutto se si hanno problemi di vista, ed è così tenuto in considerazione come accessorio dal mondo moda che è diventato espressione dello stile e della personalità di chi li indossa. Oltre ad essere un oggetto di tendenza di grande interesse per il fashion market, gli occhiali sono uno strumento irrinunciabile per la propria salute. Questa doppia funzione li rende appetibili per una larga platea di stakeholders che sono alla ricerca del business. OIC, però, non si
accontenta semplicemente di coniugare le tendenze con la prescrizione
oculistica, ma fa qualcosa in più.
Occhiali in cantiere rovescia il binomio moda-salute e lo ottimizza a favore del benessere della clientela, offrendo una prestazione aggiuntiva che consiste nella “personalizzazione” del presidio medico della lente.
Il servizio si basa su una conoscenza mirata e profilata del cliente, delle sue abitudini, del suo stile di vita e delle sue attività quotidiane allo scopo di migliorare la sua performance visiva. Professionalità e tecnologia che consentono di consegnare gli occhiali in pochi minuti, da qui il servizio centrale, valore
aggiunto dell’azienda: avere gli occhiali in trenta minuti.
La centralità della persona e del suo benessere visivo è sicuramente la macro tendenza che più emerge dalla filosofia di OIC, diffusa attraverso una politica editoriale di social marketing efficace ed efficiente, servendosi di consolidati strumenti di comunicazione: e-mail marketing, recensioni, politiche di web engagement che raccolgono anche preziose informazioni sul profilo e lo status della local community.
Ritornando al mio lavoro per OIC, ho potuto seguire da vicino le operazioni di content e local marketing collaborando alla stesura mensile del piano editoriale, dei contenuti – analisi di mercato, del target e di individuazione degli argomenti da trattare in base alle esigenze aziendali, ricerca online su studi di settore, verifica e attendibilità. Inoltre, ho potuto avere un riscontro empirico e in tempo reale del gradimento della clientela dei contenuti proposti misurati attraverso strumenti di analisi delle performance (analytics).
Da queste personale esperienza nasce la mia domanda di ricerca:
ci sono le condizioni per espandere l’azienda a livello nazionale e quali sono le soluzioni per l’impresa per un aumento e più ampia diffusione dei suoi punti vendita?

La mia tesi proverà a rispondere a questa domanda analizzando il tema in alcuni ambiti strategici: il concept, il market mix con particolare riferimento agli aspetti della comunicazione digitale (content), il local marketing, la lead generation e la conversione dei contatti in clienti, l’engagement online e offline.

The purpose of this article is to point the local marketing as a factor which promotes intensive development of the town. The subject of the research is to present and point the way to introduce the marketing concept in Jelcz-Laskowice, as the town and community. Such a concept is an innovative form of territorial entity management. The analysis will be preceded by pointing the evolution in town management. The author of this article will also show the model of marketing management in this town, as well as the instruments and tools used in this process.

Integrated urban-rural planning in Southwest China: Sustainable views and local marketing. This article focuses on the implementation of China central government “integrated urban-rural planning” through the new landscape scenarios becoming visible in Chongqing peri-urban area. Two case studies explore new forms of ecologic tourism and bio-agriculture regulated by a “top-down” approach in which local institutions and industrial stakeholders appear to play the biggest role. The discourse analysis conducted through a semiotic lens, is aimed at questioning the sustainable views carried out by politics at the local level. In doing so, the research points out how the city as entrepreneur makes use of place marketing to enhance the consumerist potential of natural resources, leaving behind a material ambiguity forged by alternative ideas of the rural.

Gıdanın ticarileşmesi artık gıda güvenliğini tehdit ediyor. Özellikle gıda ithalatı başlı başına öncelikle çiftçiyi sonrasında tüketiciyi dört bir yanından çevirip sarmalıyor.
Artık market raflarında cici bici ambalajlarında kaplanmış, içinde ne barındırdığı belirsiz, farklı kıtalardan dev gemilerle taşınmış ürünlerle karşı karşıyayız.
Gıda ithalatı bir tek mevzuya odaklanmış durumdadır; düşük maliyetler.
Kayıplarımız ve geri döndürülemez varlıklarımız için tek bir can simidi kaldı; şehirli tüketicilerin seçimleri ve tüketmekten ileri gelen güçleri.


Ticaretin serbestliğiyle, yerel gıda üretiminin varoluşu birbirine taban tabana zıt. İpin ucu tüketicilerin ellerinde.

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“Food miles” refers to the distance a food travels from the farm where it has been grown to the location where it is being consumed, or the distance a food travels from farm to plate. It is one of the methods for evaluating the sustainability of the global food system. Food miles argue for supporting the consumption of local produce and discriminates between longtravelled and short-travelled foods for sustainable development.

Is set up as an experiment in local marketing , whose main objective is to enhance the creativity present in and around Bologna .
Design and development of a communication plan for Web & Communication Exam.
Project Work by Francesca Borsari and me

The present study is of an exploratory nature. It analyzed the internal cocoa market at formal intermediary level in the municipalities of Pasaje and Santa Rosa, in the province of El Oro. The objective of this study is to estimate the time involved in the business of buying and selling Dry cocoa from the intermediaries when compared to the total cocoa exported and traded locally in 2014. It determines the percentage share of the national and CCN51 cacao production sites in Pasaje and Santa Rosa. For this purpose, the entire population was surveyed by 48 traders registered under the area of these studies. Also, the following variables were considered: time of commercial activity, time of purchase, total export in 2014, participation based on the type of cocoa in the local market, and origin of purchases. The results show that ≥50% of the respondents had more than 10 years of experience in the activity, with a total export of 2.43% in 2014. The result is in favour of the CCN51 cocoa which represented 71% of the total marketed between the two municipalities. This, however, came from Casacay in Pasaje and the rural area of Santa Rosa. The remaining 29% of the national cacao was identified in Progreso alto in Pasaje and Bella María in Santa Rosa. Similar research was recommended so as to determine the real contribution of the national cocoa at the level of local intermediation.

Consumer preferences about locally grown foods have been studied principally as they concern meals consumed in the home, while knowledge about consumptions outside the home is still fragmented. Studying the relationship between local foods and out of the home consumptions instead proves particularly interesting, considering the growth of eating out habits. In this scenario, our paper intends to verify whether using products of local origin in restaurants can represent an element capable of influencing consumer preferences positively. The analysis was developed by means of a choice experiment between alternatives that differ in certification of origin, process certification, price and the main characteristics of the restaurant. The survey was conducted on a representative sample of Italian (500) and German (500) consumers. Applying Latent Class Modelling has enabled us to segment the market and profile the segments. Profiling was performed considering the socio-demographic characteristics, the choice motivations not expressly inserted in the choice experiment and the Schwartz value system. The results show not only a marked heterogeneity of preferences but also a consistent consumer segment willing to pay a relevant premium price for meals made from a prevalence of products certified as being of local origin. This segment, labelled 'locavores', appears across both countries, despite differing gastronomic traditions. Locavores are mainly young people who prioritise self-enhancement, stimulation and conservation in the sense of respect for traditions and being members of their communities. The 'Discussions and conclusions' section handles the principal implications from the viewpoint of the decisions of restaurant owners, as well as from that of farmers.

In Poland, as many other countries in Central and Eastern Europe, the countryside has experienced various new problems, unemployment being one of the many symptoms. Encouraging local work and business is often a goal aimed at by local authorities, though these opportunities are generally infrequent. So any enterprise that is doing well is good news, especially those prepared by organisations independent from local authorities. In this article two projects conducted in rural areas by nongovernmental organisations (NGO) are examined; one connected with the revival of an antique park, second - the creation of a new brand of honey. Both these examples required the establishment of a new brand and the next, the galvanizing of the public into visiting those places directly connected with the new brands, and as a goal and for the future, could prompt those in the local community to set up their own business or initiate employment opportunities. Regarding these matters, the aim of this paper is to indicate what kind of promotion is the most effective to bring about success and which will have the greatest influence on the general public’s knowledge of these new brands. The effectiveness of the promotion of these products was also checked (by a sounding), where people were asked about the amount of information they know about the products/project in question.

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