Local Raw Honey Case Study

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Consumers that love honey can appreciate the population of bees and the connection that bees have with honey. What many consumers fail to understand is many benefits that honey offers and the importance of bees to all other crops. Many favorite foods are all pollinated by bees, almonds, strawberries, apples, and blueberries (Bee Spotter, n.d.). Finding the target market of consumers, educating them on the importance of a healthy bee population and the benefits that come from local raw honey. This paper will explain the market plan strategy for introducing the new local raw honey, while identifying possible social and ethical issues and ways to mitigate those issues.
Issues Facing Bees
Bees pollinate many crops and our vital to the survival
This can encompass a large range of consumers. Local Farm decided to introduce Local Raw Honey to its existing brand community because they already had a large bee population that assisted in pollinating crops. This new adventure is intended to reach a slightly younger and broader market, in hopes to bring in more revenue for Local Farm and increase sales for all of its products.
Why Local Raw Honey?
Local Raw Honey differs from the other honeys because it is 100% raw honey with pollen from bees that are cared for properly by the local farmer. Most honey has the vitamin packed pollen stripped from it and has corn syrup added to it (Muhammad & Maulidya, 2016). The Local Farm is already a well-known brand in the community offering several high-quality products. The consumer has strong beliefs that the Local Raw Honey is a great product before trying it because of their experience purchasing other Local Farm products.
Local Raw Honey Pricing and
Local Raw Honey is a premium quality product so it will be priced at $5.50 for a 16-ounce jar or $3.50 for an 8-ounce jar. These prices are specific to the grocery store because it is bought in a higher quantity than at the Farmers Market. The Farmer’s Market Prices are slightly higher at $6.50 for a 16-ounce jar and $4.50 for a 12-ounce jar. This is because the target market at the Farmer’s Market have a higher income demographic and are willing to pay a little more for the product. Also, The Local Farm will have to pay employees to transport and set up the products. Local Raw Honey is also available for purchase online. The online prices are marked at 50 cents more that in the grocery store, but also offer bulk size order options adjusting the price to go as low as $4.50 for the 16-ounce jar and $2.50 for the 8-ounce jar. This ultimately makes the grocery store the preferred place of purchase for the typical consumers. However, offers a cheapest option online for high-volume consumers of Local Raw Honey. Of course, it will also be available for purchase at the Local Farm Knick Knack Shop for those consumers who choose to take the free tours offered. It is available for 25 cents higher than at the grocery store in order to discourage the grocery store from losing the preferred retailer

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