introducing the agricultural marketing centre

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    I n t r o d u c i n g t h e A g r i c u l t u r a l M a r k e t i n g C e n t r e

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    www.amc.hu [email protected]

    W h o w e a r e Our mission

    Our tasks include

    Our aims

    W h a t A M C h a s t o o f f e r Trade Exhibitions

    Leading events of the international exhibition profession

    Major exhibitions in terms of the target markets of Hungarian agricultural trade

    Domestic trade exhibitions

    Product-specic events

    Sales promotion activities

    T r a d e m a r k s The Quality Food from Hungary trademark

    Traditions Flavours Regions programme

    A d v e r t i s i n g a n d P R a c t i v i t i e s Publications

    Advertising, PR

    Market research

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    www.amc.hu [email protected]

    W h o w e a r e

    Numerous direct and indirect methods have been worked out throughout the world to expand the markets for Hungarianagriculture and food. Today however, the need for free competition is steadily increasing in agriculture; even international or-ganisations (GATT, WTO, EU) are pushing for contained and regulated direct agricultural support. As a result, a system of indirectsupport forms has evolved ranging from favourable mortgage loans through the development of the country infrastructure tohelping food producers enter the collective market. In order to help the expansion of the food market via government means,

    community agricultural marketing activities have been called to life and put into practice with great success as a form of indirectsupport. Using western European models, Hungary being the rst among the Eastern European countries established herown community marketing organisation, the Agricultural Marketing Centre in 1996.

    Our mission:

    The AMC is a budgetary organisation established with a view to expanding the markets for Hungarian agricultural and foodindustry products.Being a collective agricultural marketing organisation operating under the supervision of the Ministry of Agriculture and RuralDevelopment, the AMC endeavours to actively contribute to helping agricultural actors penetrate markets and to establishinghigh-standard support for sales.

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    www.amc.hu [email protected]

    Our tasks include:

    supporting the sale of Hungarian agricultural products on the domestic and foreign markets using community marketingmethods,

    promotion of modern trading methods, the strengthening of a marketing approach in the Hungarian food sector, the formation of the countrys agricultural supply structure, improving the exportability of Hungarian products, promoting the market activities and the competitiveness of producers, particularly that of SMEs, as well as manufacturers

    and distributors,

    supporting regional development and regional marketing events, promoting the more eective utilisation of government support.

    Our aims:

    Our mid-term aims:

    we intend to bring the level of Hungarian community agricultural marketing activities at a par with that of the EU mem-ber states within 5 years with the cooperation of AMC,

    AMC wishes to become a reliable and recognised professional partner to agricultural actors by transparentand predictable activities,

    making a signicant contribution to increasing the marketing culture of the sector, making marketing work

    a normal part of agricultural activities, achieving our frame programme designed on the basis of professional considerations in a cost-eective manner,

    with measurable results at a high professional level, we also intend to improve the image of Hungarian agricultural produce.

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    www.amc.hu [email protected]

    W h a t A M C h a s t o o f f e r

    Main activities of the Agricultural Marketing Centre:

    Exhibitions

    Product-specic events

    Sales promotion activities

    Trademarks

    Advertising and PR activities

    Market research

    Education, conferences

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    www.amc.hu [email protected]

    Trade Exhibitions

    The various domestic and international exhibitions serve as an ideal meeting place for the various sectors where the market canshow its real face. When the magnitude or nature of the exhibitions allow, an entire community stand is devoted to present someof our priority product groups (Traditions Flavours Regions products, Quality Food from Hungary, etc.).

    AMC strives to promote the attainment of the following aims set by the Hungarian agricultural producers and manufacturers byorganising professional trade fairs and exhibitions:

    General information about the supply and demand sides of the given sectors Sharing other information concerning the profession High-quality presentation of Hungarian products Providing Hungarian exhibitors and their potential partners with an ideal meeting place Reaching out to and winning over the press Discussions about novelties and current aairs of the profession in conferences organised along the exhibitions Building company product image Preparation and execution of specic deals

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    www.amc.hu [email protected]

    Leading events of the international exhibition profession

    These trade exhibitions are major events of the agricultural profession regardless of the venue; the number of visitors is in thetens of thousands and exhibitors are from a multitude of countries and also high in numbers (many thousands). It is these ex-hibitions where the AMC organises the most important Hungarian appearances. AMC uses these events to give low-budgetexhibitors a free opportunity to i ntroduce themselves in the international scene with opportunities open for more recognisedcorporations to present themselves through displaying their products and activities in high-standard individual stands. AMCoperates a constant information service at these expos even at multiple locations where pavilions are divided.

    Major exhibitions in terms of the target markets ofHungarian agricultural trade

    These events present exhibits of Hungarys traditional export markets and from countries that present a realistic market opportu-nity to Hungarian products. In addition to our most important food export market, Germany, this groups also includes the mar-kets of the CIS. In addition to general export considerations, attention is also given to the special markets of specic products.

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    www.amc.hu [email protected]

    Domestic trade exhibitions

    Domestic exhibitions reach traders operating in specic regions and the general public ali ke. Community stands are set up forSMEs, where they can exhibit their products at a minimum investment. When setting up the list of domestic exhibitors, the na-ture of the exhibition and the number of visitors is taken into consideration most. Exhibitions are constantly evaluated.

    Product-specic events

    The accepted mid-term strategy of AMC has set the products of the meat, poultry, vegetable and fruit and the eco segment in

    its focal point; these products are considered to be the most appropriate to constitute part of a priority strategy of Hungariancommunity agricultural marketing. The support of any given product must be continued for many years before any tangible ormeasurable results can be achieved.At the same time, it is also important for the remaining productsto receive suitable marketing support as they can signicantlyimprove sales gures and market positions with relatively little investment. During product promotion events, AMC organisesproduct exhibitions, professional events, prepares information materials, market research projects with the involvement of theconcerned product councils and other professional organisations.

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    www.amc.hu [email protected]

    Sales promotion activities

    The aim of sales promotion activities is to present Hungary s agricultural and food products separately in trade events whereprofessional circles of the target countries have greater representation. In addition to reaching the Hungarian and foreign profes-sion, we specically aim to promote Hungarian products among the end-users as well.

    Such activities are performed along two clearly distinguishable concepts:

    promotion of products awarded the Quality Food from Hungary trademark through Hungarian sales channels, and the promotion of the sale of Hungarian products through the trade channels of strategically important foreign countries

    In addition to the specic domestic events, perhaps the most time-consuming and most exacting preparation is put into theorganisation of what is known as the Hungarian National Weeks. The essence of these events is that products are placed and soldwithin a well distinguishable area of supermarkets, clearly marked by country-specic symbols (e.g. ags, colours, etc.) often withan opportunity to taste specic products.

    Hungarian Weeks events are also ideal for running quick surveys and market research programmes about knowledge of specicproducts, customer satisfaction with product features by interviewing shoppers. The events are also used to present Hungarianfoods independently on priority target markets and we aim to keep awareness high on most important markets.

    In addition to specic trade expos and supermarket events, there are businessmen meetings to promote the building of relations

    between business partners and the direct conclusion of deals. These events may be accompanied by gastronomic presentationsand wine tasting as a special feature.

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    www.amc.hu [email protected]

    T r a d e m a r k s

    The Quality Food from Hungary trademark

    The Ministry of Agriculture and Rural Development established the Quality Food from Hungary trademark in 1998. Manufactur-ers and producers can apply for the trademark voluntarily.

    The quality trademark is a typical community marketing means. Its aim is to raise Hungarian shoppersconsumer awareness tothe level of buyers in Western Europe.

    Compliance with the strict quality control measures and with the test of the senses is regularly checked after being awarded thetrademark. Follow-up control is run by accredited laboratories and is designed to ensure that only safe products can make theway to shoppersbaskets.

    The trademark is a guarantee of quality for both traders and buyers. As a fundamental requirement, product packaging must notonly aesthetically reect the quality of the product but must also easy storage, transport, and use.

    Products bearing the Quality Food from Hungary trademark are also promoted by sales and product promotion activities.

    As a guarantee of excellence, the logo of the trademark is placed clearly and visibly on the packaging: products thus markedrepresent added value over similar products of the competition.

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    www.amc.hu [email protected]

    Traditions Flavours Regions ( TFR) programme

    A nations future is strongly dened by the knowledge of and respect for its roots and traditions. It is inthe spirit of this notion that the Traditions Flavours Regions ( TFR or HR) programme was launchedin Hungary as an adaptation of the long-time running Euroterroirs programme in Western Europe a French initiative. With the participation of eighty specialists exactly three hundred typically Hungarianand special regional food industry products, animal and plant species were collected and ranked in

    the seven planning and statistical regions approved of by the EU and dened by the act on regional development and regionalplanning.

    The Hungarian TFR programme is a worthy addition to the similar French, Italian, Spanish, and German collections. The contentof the collection is seen as part of universal Hungarian culture, but we think it will only become complete once the collectionis extended over the entire Carpathian Basin. The product descriptions inside the TFR collection are treasures of the Hungariannation constituting the exclusive property of the Republic of Hungary or more specically the Ministr y of Agriculture and RuralDevelopment.

    It is the responsibility of the Agricultural Marketing Centre to promote traditional and regional food products, which are part ofHungarys gastronomic culture, among Hungarian consumers, and foreign tourists visiting Hungary through the TFR trademark the symbol of the programme.

    To this aim, the AMC constantly promotes TFR publications prepared as part of the programme in all trade fairs and expos it ispresent at (the book containing the TFR collection, three-language CD, recipe booklet), it performs PR and advertising to pro-mote the programme, partakes in the organisation and implementation of the various gastronomic events presenting the TFRprogramme, and provides help and support to initiatives aiming to safeguard and nurture traditional country food-productiontechniques.

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    www.amc.hu [email protected]

    Advertising, PR

    Our aim is to:

    promote the Quality Food from Hungary trademark, and the award-winning products promote priority products and consumption promote foreign and domestic events supported by AMC.

    Our advertisements are aired in national and regional radios and televisions to reach the widest possible audience in our selectedtarget group. We maintain close relations with agricultural and food industry journals and we constantly intensify our presencein the most dynamically developing medium of our times: the electronic press.

    The success of AMCs international appearance is furthered by the planned advertising campaigns in foreign press. The eective-ness of our PR activities that will precede our exhibitions, businessmen-meetings, and sales promotions will be facilitated by ourexperienced partner companies (exhibition organisers, agencies).

    The eectiveness of the campaigns and advertising is constantly measured to check our own work and constantly develop ourstrategy accordingly.

    One of the main components in our communication with our professional partners and consumers is the AMC new websiteconstantly providing up-to-date information to all interested circles. The website oers downloadable tender documents, ap-plication forms for exhibitions, and detailed information and reports concerning particular events.

    Handing out promotion materials and items at our events is also an eective way of promoting Hungarian products and trade-marked goods.

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    www.amc.hu [email protected]

    Market research

    With the help of Hungarian and international market research ndings we present producers with information about the mar-kets they wish to penetrate, which includes consumer and purchasing habits of the market, competitors, economic, health andcustoms regulations. By working out sectoral marketing strategies we wish to provide a solid basis for producers and manufac-turers in developing marketing programmes and in helping them establish constant and synchronised activities.

    Education, conferences

    Target audience: agricultural producers, the leaders, owners, and marketing managers of SMEs in the food sector.

    AMC considers it an important task to provide training to agricultural actors, to impart modern skill and knowledge that are es-sential for survival under todays erce market conditions.

    The conferences are an ideal opportunity for the representatives of the various professions to meet, exchange views, and discussrelevant issues.

    E i

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    www.amc.hu [email protected]

    Agricultural Marketing CentreAddress: H-1042 Budapest, rpd t 51-53.Postal address: H-1325 Budapest, Pf. 340

    Telephone: (+36-1) 450-8800Fax: (+36-1) 450-8801

    Email: [email protected]: www.amc.hu

    E x p e r i e n c e s

    We consider the fact that marketing in recent years has tangibly become an important aspect in agriculture one of our mostimportant achievements up to date. The recognition of the importance of the market, the need to actively partake in the saleprocess has become rudimental for both small and medium-sized agricultural enterprises and producers. The scope of com-panies who wish to utilise their organisational and nancing experience in nding solutions for their sales problems is steadilyexpanding.

    How can we be of service to you?

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    AMC PubliCAtion

    Agricultural Marketing Centre

    H-1042 Budapest, rpd t 51-53.P.O.B.: H-1325 Budapest, Pf. 340.Internet: www.amc.hu E-mail: [email protected]: +36 1 450 8800 Fax: +36 1 450 8801

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