Dragon Fruit online

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Stamp and logo is also necessary in doing marketing for the dragon fruits in Australia market. company provide to simple logo of a dragon fruit to make consumers easy to image the fruits. It can be symbol of the fruit like ‘the picture’ and it is painted in selling list to assist consumer’s mind.[pic 5]

Besides enhancing the out-looking for the new product to attract consumer’s, Perfection Fresh has to do a slogan that remind and encourage be customer remember benefits of eating dragon fruit to protect health. The slogan can be “wellness supplement with dragon fruit”. this slogan recall consumers mind that dragon fruit is contain many kind of helpful vitamin to provide human’s body in a daily day.

Additionally, the dragon fruits are imported by Perfection Fresh which is a large and prestigious company in Australia; furthermore, to be sold there, the horticulture products are checked carefully in many security gates to validate its clean completely. A stamp of Perfection with be glued in each product to emphasis its value of brand.

- Marketing mix

Product: dragon fruit is evaluated a healthy fruit that contain many vitamins for health. It benefits customer a fresh feeling when they eat in the first try. In fact, eating dragon fruits every day, people can reduce bad cholesterol in blood and prevent heart attack and high blood pressure as well. This is a research (2015) showing that dragon fruits make eater happier and healthier and it is a perfect fruit to maintain your weight and satisfy sweet tooth. This fruit are friendly with diabetes people and reduce sign of aging. Likewise, Western people are eating many foods from meat and fast food leading to intestinal diseases. As the slogan “wellness supplements with dragon fruits”, it can be treated this sickness because of providing many fibers for human body. Next, brands of the product are established by importing security process as BICON and VietGAP in boarder to reject all insect and chemicals. It is totally a clean product. Packing, stamp and logo are professional design to attract primary segment in the market and its product has many advantages from famous and goodwill of Perfection Fresh.

Price: based on the technology in growing dragon fruits tree, Vietnam is able make supplement continuously whole the year to prevent scare of product to vary price in the market. Therefore, price of this fruits may be stable whole year, and does not affect like seasonal fruits. Perfection Fresh is professional in trading and reserve horticulture product to reduce risk of rot. Furthermore, the company has strong retail channel to increase output. Finally, dragon fruits price is reduced significantly to make higher competitive with other product from non-Vietnamese taxation.

Distribution: Perfection Fresh owns the big distribution channels to affect final price for the end-use consumer. In this situation, the company boost their sales via some model of selling. As an importer, the firm can sell directly to consumers. Next, it can sales to smaller channel to approach to consumers through retailers and wholesalers. The Perfection cooperate with supermarket or market to sell product such as Coles and Woolworths Alice Springs.

Promotion: Non-Taxation in Vietnam make price is less to motivate people purchasing. It is a large channel to sell co-branding product. so Perfection Fresh can make bundling strategy to reduce selling price. To motivate people purchasing easier, online selling channel is established to serve people who are less time in shopping.

- Secondary brand association

Origin of country: dragon fruit trees are grown in Vietnamese farming land. In particular, there are large farming land of dragon fruit in Binh Thuan provide with over 9000 hectares in charge of VietGAP, and over 300 hectares of those in GlobalGAP. According to people committee department in Binh Thuan (2016), Binh Thuan dragon fruit and VietGAP are exporters which are enough abilities maintain long term supplement for export index. Under VietGAP controls, horticulture product in Vietnam achieve all standard of food security in Australia standard markets.

Logistic partnership: Long Beach Logistic Ltd is professional to transfer dragon fruits from Vietnam to Australia via airplane and ship. Exporters and importer as Perfection Fresh have agreement with Incoterm and LC in banking systems to transport good and payment.

Importers in Australia: to import the Australia market, Vietnamese fruits must pass at least two security check of industrial irradiator in VietGAP in Vietnam boarder and BICON in Australia boarder. Consequently, dragon fruits in Australia are high quality and clean.

Security of irritators: besides of following regulation of VietGAP and BICON, Son Son is important strategic partnership to check and prevent all insects and chemicals effects carefully before sending to importers. Though checking steps of irradiators, dragon fruits have a certificate of origin and achieve the standard to travel Australia.

Events to introduce dragon fruits: Australia is developed horticulture products with many fruits in different seasons during a year. There are many agricultural festivals to encourage customers approach to fruits. For this reason, dragon fruits are available to show in festivals and Perfection Fresh use these events to do advertising marketing.

Channel: Perfection Fresh is big company with many retailers spreading Australia markets. The fruits can sell in retail stores and supermarket.

Partnership: Coles and Woolworths Alice Springs are two biggest supermarkets in Australia are strong partnership to establish a stable channel of retailers in fruits market and dragon fruits particularly.

- Conclusion

In conclusion, Perfection Fresh operating and importing dragon fruits from Vietnam to sell in Australian market is a potential business to gain profits in long term. Therefore, the company has to research to evaluated of their market opportunity such as primary segments and branding strategies. Australian customers have acknowledged that food supplement affects to their health directly. Most domestic customers aware that fruits eating habits are good for daily diet; especially dragon fruits contain many vitamin and nutrition to prevent some diseases. So strategies focus segment of parent caring their children health and elders that are researched caring of their health and diet. Moreover, Perfection company focus on band strategy development to build-up their brain elements such as Viet GAP, Global GAP and BCICON standard to make the