Linking a marketing innovation and local resources: the example of “Porcilin/Saveurs en’OR”, a regional brand with a nutritional attribute.
Résumé
This paper discusses development and marketing of local agri food products in a context of
sustainable regional development. This is illustrated by the example of “The Porcilin Saveurs
en’Or” (Le Porcilin) case, which is a marketing segmentation and innovative product
differentiation based upon local resources and know-how. Porcilin Saveurs en’Or program is
an interesting case of territorial food marketing which put together marketing innovation and
regional development. Indeed, Porcilin Saveurs en’Or is a combination of two initiatives: The
Porcilin brand a nutritional brand associated with a local product (pork meat) which means
pork with linen; and Saveurs en’Or, a collective regional label developed to promote local
agri food products and resources in the North Pas de Calais region in France. The Porcilin was
initiated by a group of pork producers in the North Pas de Calais Region to secure market by
developing product with a quality differentiation, specific attributes for pig meat in
connection with the origin area (pigs were born, raised and processed in the region). The
study identified that successful promotion of local products depends on several parameters
including the mix-marketing strategy (product characteristics regarding its innovation, quality
and safety specifications, therefore the valorisation of the product itself; price, place
(distribution: the notion of proximity); promotion and communication in that depends the
recognition of local consumers. An important parameter for the success of this strategy is the
organization of the chain, in other words the chain governance through the different
relationships of coordination and cooperation (partnerships, convention, trust, contractual
agreements) between the various parties involved in the program. Another success factor is
the supporting organization (institutional organization, association of promotion) that
promotes the local industries and plays a significant role in the sustainable development of
regional chains by coordinating collective action, training for local operators, managing
funding, and grant.
Domaines
Sciences de l'Homme et Société
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Rakotonandraina Sauvée 2011 ERSA.pdf (847.19 Ko)
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Rakotonandraina Sauvée 2011 ERSA (1).pdf (847.19 Ko)
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