TDAP organizes in-store Promotion of Kinnow in Dutch supermarket chain Pakistani Kinnow continues inroads into Dutch mainstream market
An in-store promotion of Pakistani Kinnow was heldat Hanos Amsterdam on 2nd March 2012. The promotion was organized by the Trade Development Authority of Pakistan and Commercial Wing Embassy of Pakistan the Hague in collaboration with Hanos Group, the leading Dutch supermarket chain specializing in Horeca (Hotel, Restaurant and Catering) supplies. The objective of the promotion was to organise an interactive campaign at Point of Sale (POS) to introduce Pakistani Kinnow to the Dutch consumers.
In the annual daylong in-store promotion, a grand display of Kinnow was setup near the store entrance and tasting of Kinnowslices and juice was arranged for the consumers. Besides, information on the Pakistani Kinnow was provided to the interested customers. “The Kinnow juice is very sweet and thick”, was the most common feedback of the consumers after tasting the juice.
Simultaneous with the tasting arrangement, the Hanos managementoffered a price discount on the Kinnow to lure the customers to try and buy the product. The immediate result of tasting arrangement was a three-fold increase in the sale of Kinnow compared with the daily average.
Speaking on the occasion, Mr. Nick, Head of Fresh Produce Purchase Department in Hanos, said that Hanos had introduced Pakistani Kinnow in the assortment last year. We have found it to be a strong product with immense growth potential, he said.
The in-store promotion of Kinnow at Hanos is a part of a consistent market penetration strategy being implemented by the Commercial Wing since 2009. During the current year, with the support of Trade Development Authority of Pakistan, Commercial Wing Embassy of Pakistanhas already organized a Kinnow exhibition in Rotterdam on 15th February as a B2B event.
Muhammad Ashraf, Commercial Counselor, said thatPakistani Kinnow was repositioned in the Dutch market last year as a juicy mandarin (persmandarijn) and its sales have registered continued growth in the Dutch mainstream market segment since then. Despite a difficult season for citrus in Europe, Kinnow has successfully penetrated the Dutch market. The more important part is that we have targeted the mainstream market segment and the results are highly encouraging. The Kinnow is now being regularly imported by the Dutch importers and distributed to the rest of Europe. During the daylong promotion at Hanos, Pakistani Kinnow made a powerful statement. It was a Kinnow day at Hanos – Kinnow, Kinnow all around in the store. The luscious taste of fresh Kinnow juice is enticing the Dutch customers, said Ashraf.
Besides the push in the trade channels through B2B events, the consumer events like in-store promotions at supermarkets are being organized to generate pull in the market, he added.