The Strategy of Communication for the Red Orange of Sicily
The food concept has radically changed, so that, today, food is chosen not only for its nutritional and sensory properties but also for its health-oriented traits. Among the elements that can be defined as functional , the red orange of Sicily stands out for some intrinsic characteristics that make it different from the blonde orange, that is, not only its higher vitamin content but also its pharmacological activities. The red orange can be defined as a typical and exclusive product of the Italian agrifood patrimony, healthy and nourishing both for its high content of vitamin C compared to the blonde orange, and for the presence of anthocyanins, which have important antioxidant actions. In order to reach the final consumers it is important to focus on marketing and promotional campaigns, in which the study and building up of the macro-environment, the SWOT analysis, and the market research are fundamental to reach the targets and develop working methods that really can support the red orange of Sicily. The final aim of this work is to evaluate, by analyzing the communication campaigns of the last twenty years, the effects already obtained and future prospects by developing an integrated communication plan aimed at boosting fruit demand.
Marketing Anthocyanin content Market research Health-related properties Communication campaigns Nutriceutical functions
Scuderi A. Sturiale L.
University of Catania,- Dipartimento di Scienze Economico-Agrarie ed Estimative, Italy DASTEC, Universit degli Studi Mediterranea di Reggio Calabria
国际会议
11th International Citrus Congress(第11届国际柑橘大会)
武汉
英文
1527-1534
2008-10-01（万方平台首次上网日期，不代表论文的发表时间）