Evangelia Blery Konstantina Kapsopoulou
ABSTRACT. The purpose of this paper is to examine the issues related to the production of olive oil, by the Greek company Elais, and the marketing practices implemented by the company. Thus, the product, its target market and competition are examined, a SWOT analysis is performed and the marketing mix is presented. To gain an initial understanding of the marketing practices employed by the company the case study method was applied, since its fundamental characteristic is the “focus on a particular setting or event”. The findings showed that the company has a leading position in the market because it offers high quality products in good prices. It has modern technological equipment and an efficient distribution system. The company is regularly conducting market researches to identify customers’ needs and develops new products. In addition, it has intense promotional activities. This paper can add to the present pool of knowledge in olive oil sector, since it is one of the few that have provided an important insight in Dr. Evangelia Blery is currently occupied in marketing of innovative technologies at the NCSR Demokritos and as a professor of marketing at the Technical Educational Institute (TEI) of Athens. Dr. Blery has an MBA and a PhD in marketing from the University of Surrey in Guildford, UK and has ten years of experience in consulting services. Her areas of specialization include consumer behavior, survey research methodologies, case studies and data collection and elaboration. Mrs. Konstantina Kapsopoulou is a graduate student in Marketing at TEI of Athens. Her areas of specialization include marketing management and marketing planning of consumer products and services, consumer behavior and marketing researches. Address correspondence to: Dr. Evangelia K. Blery, Technology Park, NCSR ‘Demokritos’, Patriarxou Grigoriou and Neapoleos, 15310, Athens (E-mail: evib@ pathfinder.gr, firstname.lastname@example.org). Journal of Food Products Marketing, Vol. 13(4) 2007 Available online at http://jfpm.haworthpress.com Ó 2007 by The Haworth Press, Inc. All rights reserved. doi:10.1300/J038v13n04_03
JOURNAL OF FOOD PRODUCTS MARKETING
the production and marketing of olive oil in the Greek market. The results of the study support the findings of other studies mentioned in the literature and they can be of definite interest and potential value to managers in this sector. doi:10.1300/J038v13n04_03 [Article copies available for a fee from The Haworth Document Delivery Service: 1-800-HAWORTH. E-mail address: Website: Ó 2007 by The Haworth Press, Inc. All rights reserved.]
KEYWORDS. Olive oil, case study, SWOT analysis, PEST analysis, marketing mix
INTRODUCTION Olive oil is preferred by the majority of consumers and is widely used in cooking worldwide. As Duff (1998), mentions, the mystique of olive oil and the reputation of ‘cold pressed extra virgin oil’, can be translated into arguments based on health: epidemiological studies suggest that the replacement of saturated fats by olive oil in diets is associated with a lowering of the rate of heart disease. Thus, olive oil represents a food, which simultaneously attests to the cosmopolitan palate of the person who uses it, and to a reduction in the risk of premature death associated with a high consumption of saturated fats and oils The objective of this study is to examine the issues related to the production of olive oil and the marketing practices implemented by ‘Elais S.A.’ a market leading company in Greece producing olive oil. Thus, the olive oil products of the company, its target market and competition are analyzed, a SWOT analysis is performed and the marketing mix is presented. The marketing practices implemented by the company will then be assessed on the basis of those employed by other companies in the international market. LITERATURE REVIEW The European Olive Oil...