ISHS Acta Horticulturae 340: XII International Symposium on Horticultural Economics
BRANDING OF HORTICULTURAL PRODUCTS: AN APPLICATION TO POT PLANTS |
| Authors: | K. Koelemeijer, K.J. Leutscher, J.J.G. Stroeken |
| Abstract:
With increasing standardization of pot plants in the Netherlands, interesting possibilities are created for branding as a marketing instrument. In the context of a differentiation strategy competitive advantages can be created by emphasizing superior product quality. Opportunities and constraints with respect to the marketing mix elements product, distribution, price, and promotion are discussed from the perspective of branding a generic product. Although the future seems promising additional research is needed with respect to development and introduction of a pot plant brand. | |
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