City of Szeged

the 4th biggest city of Hungary

140.000 popularity

170 km from Budapest

„City of sunshine”

City of Szeged

Our university

I. 30.000

students

more than 1000 exchange students

12 faculties

in the best 500 universities by Shanghai Jiao Tong University’s survey in 2007

Our university

II. festivals

international trips

clubs

celebrations

parties for the faculties

concerts

Student’s life

Student’s life-pics

The role of the traditional foods in the

21st century

by:

Gabriella Nagy

Andor Babenyecz

„The discovery of a new dish does more for human happiness than the discovery of a new star.”

April 2009

Contents

Pick company „HÍR” project Marketing strategy Conclusion

Pick: one of the traditional

Hungarian product’s company

About the Pick established by Mark

Pick in 1869 Bronz medal on the

World Exhibition in Paris in 1900

salami became the main product in the beginning of the 20th century

1935: a Certificate of Merit on the World Exhibition in Brussels

this time 40-50 wagonloads of salami

since 1975 new factory exported 7000 tons

1992: incorporation 12000 tons, 1/3 wintersalami

keeping high quality continuous

development quality insurance

system (HACCP) knowledge &

competence „from master to master”

„HÍR” project I.(traditions-tastes-regions)

1998: Hungary joined to Euroterroirs

mission: list of traditional products from agriculture

Pick company is a member of it

„HÍR” project II.

(traditions-tastes-regions) 300 products (excluding wines & recipes) book & CD of those productsfruits & vegetables as the major part of the collection just in Hungary

11 products enjoy Hungarian national shelter

Pick is one of the 15 products awarded by Traditional Speciality Guaranteed certificate in EU

„HÍR” project III.(traditions-tastes-regions)

Marketing strategy of traditional foods

no profit from the rising of volume anymore

globalization (the same foods)

the traditional foods spread

Hungarian consumers

European consumers

producers of „HÍR” products

Target groups:

SWOT – Strengths: excellent natural

resources delicate fruits and

vegetables; good delivery food products

high level of food technology

special Hungarian gastronomy

delicious diches

SWOT- Weaknesses:

low marketing activity

trademarks have been not widespread yet

low public presence and lack of agreements

SWOT- Opportunities:

consumer demand for the excellent quality products

rural development strategies

hospitality, country tourism, „food trips” to introduce and turn over HÍR products widespread

SWOT- Threats: small businesses

have not enough financial and intellectual capacity to present new products on the world market

consumers not so informed

Tools to realise the aims: information of the producers

training, conferences, workshops

information of the consumers

exhibitions

PR, advertisement, etc.

„E-service” 21th century –

everything is accessible through the telecommunication (internet, mobiles, etc.)

opposite that Pick’s success is based on the traditional realization (e.g. trademark, trade secret, reputation)

Conclusion Pick : certified firm on

internationally markets

new effort as for traditional tastes

success in whole Europe

in fact there is a big requirement for e-business as for the HÍR project

Thank you for your attention!