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BridgeBudapest I How to sell Cserpes-products in the USA?

The 2nd round task for BridgeBudapest Fellowship Program.
by

Janos Novits

on 30 April 2014

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Transcript of BridgeBudapest I How to sell Cserpes-products in the USA?

85,859
How to sell
-products in the
Cserpes

Given a succesfull Hungarian company...
CLEAR GOALS
STRICT BRAND IMAGE
HIGH STANDARDS
~
~
~
NEED FOR
ADAPTATION
CHANGE &
MEETING WITH A BIG, UNIQUE AND DIVERSE MARKET
with
IN ORDER TO SUCCEED..... THERE IS A..
MARKET FACTS
1975
2011
FLUID MILK CONSUPTION
Consuption of Fluid Milk decreased significally since 1970s
U.S milk
consuption
per capita
105 liter
83 liter
Sales Trend
"Americans have fallen in love with YOGURT"
2008
$ 4.5 Billion
YOGURT
$ 5.7 Billion
OTHER DAIRY PRODUCTS
2011
2016
$9 Billion
However they still consume 50% less than Europeans.
Compared to 2011
CHEESE

WHO IS CONSUMING MILK?
10kg
15kg
Controversy of the Milk, the per capita consuption of natural cheese increased with 50%
1985
2010
COMPETITION
WITH THE PRODUCTION OF
6

(
10 kg
/
y
)
x
On a well covered market with,
both domestic, and imported
dairy products.
The United States is the biggest milk producer in the world
2
nd
THE COMPETITION IS TOUGH & CHALLENGING
TARGETING
CONSIDERING THE MENTIONED FACTS & TRENDS
THE FOCUS WOULD BE ON
TEENAGERS, YOUNG ADULTS
CHILDREN, YOUNG STUDENTS
with the highest rate of milk consumption
sporty, healthy, open-minded, ready
to try international products
INDIVIDUAL ADULTS
FAMILIES
CONCERNED WITH HEALTHY LIFESTYLE
weight-loss , fans of organic
and international products
OLDER PEOPLE
with need for traditional ,
trustworthy & healthy
products
LAUNCHING THE PRODUCTS IN
Metropolitan areas
States with high dairy consm.
Areas with Hungarian immigrants
PRODUCT AVAILABILITY
ORGANIC LOCAL STORES
STORES WITH INTERNATIONAL
PRODUCTS
FOODTRUCKS DUE TO RECENT HYPE
MARKETING
DESIGN
merging Hungarian and US American retro
Vintage
Serpes
OPTIONAL BRAND NAME CHANGE
for ease of pronunciation
to
PROMOTIONAL ACTIVITIES
TASTING STANDS AT
STORES AND EVENTS
SPONSORSHIP OF SCHOOL EVENTS
GUERILLA MARKETING
Roaming the streets in traditional
costumes distributing test samples
WITH TRUDI
TRADITIONAL ADVERTISING METHODS
PRESENCE IN SOCIAL MEDIA
Community building, interesting facts about
dairy products, involvement of bloggers, and critics
:)
Thank You for Your attention!
by Janos Novits
Sources
http://www.ars.usda.gov/SP2UserFiles/Place/12355000/pdf/DBrief/3_milk_consumption_0506.pdf
http://media.eatwisconsincheese.com/assets/media/statistics/lg_us_cheese_consumption_85_10.gif
http://www.idfa.org/news--views/media-kits/cheese/cheese-sales-and-trends/
http://www.jsonline.com/business/us-milk-sales-reach-lowest-level-in-decades-4m6mnqa-168400516.html
Full transcript