Marketing olive oil in Greece

Authors: Blery, Evangelia; Sfetsiou, Eugenia

Source: British Food Journal, Volume 110, Number 11, 2008 , pp. 1150-1162(13)

Publisher: Emerald Group Publishing Limited

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Abstract:

Purpose - The purpose of this paper is to examine the issues related to the promotion and marketing of olive oil, by the Greek company Minerva S.A. Thus, the product, its target market and competition are examined, a SWOT analysis is performed and the marketing mix is presented. Design/methodology/approach - Since the aim of this study was to examine the marketing practices of the company Minerva S.A., the case study method was preferred because its fundamental characteristic is the "focus on a particular setting or event". Findings - The findings showed that the company offers high quality products in good prices and is a market leader. However, it faces severe competition. The company advertises its olive oil products and conducts intense promotional campaigns to promote them in the local market and abroad. Exports are a good opportunity to increase sales. Originality/value - This paper is one of the few that have examined the promotion and marketing of olive oil worldwide and it is one of the very few that have examined such issues in the Greek market, where little research has taken place in this sector. Thus, it can give an important insight in the olive oil sector and become a useful tool for managers in this sector.

Keywords: Greece; Marketing mix; Olive oil; SWOT analysis

Document Type: Research article

DOI: http://dx.doi.org/10.1108/00070700810918045

Publication date: 2008-10-24