Mateo Blay, chairman of AGR Food Marketing, a company that is developing the 2015 campaign for D.O. Kaki Persimon®, emphasises the importance of the brand name to increase a product’s reputation.
The marketing executive qualified that “a brand name acts as a promise and therefore, if it is effective, it obtains a differentiation and, consequently, the end consumer’s confidence.”
Mateo Blay also emphasised that being competitive due to differentiation “is achieved by innovation and marketing, but in order to do this, consumers must be helped to locate the produce through labelling and, afterwards, communicating the brand name”.
AGR Food Marketing is the marketing company that has designed and is directing this campaign focussed on the consumer that this year will reach over 14 million people through an advertising commercial that will be broadcasted on six television channels (Antena3, Telecinco, TV3, Neox, FDF and the new channel, Mega). The budget for these actions rises to 200,000 euros.
