7.2.3 Commercial aspects

Brand image
A strong brand name and image is commercially powerful, so one group was given the task of carrying out consumer research that would enable these to be created most effectively in the target markets. Brand names and brand concepts on the fresh fruits in the market were collected from the literature, from the trade by interviewing experts and exporters, from market observation, and from group brainstorming. The brand concepts so obtained were then used to develop questionnaires for the field survey. The design of artworks, building selected brand names into logos, brand stickers and label materials for packages, was then explored by a group of experts, and referred to the orchardists and exporters.

The survey showed that significant attitudes included health, nutritive value, colour, convenience of buying, texture, ease of preparation and of course price. The brand investigation showed that the sensory characteristics concerned with the fruit were the most significant, followed by aspects concerned with the consumer such as nutrition and price and prestige. Box 7.2 indicates the general conclusions that arose from consideration of the brand name image.

Box 7.2 Mango brand name research conclusions The results from a literature review, and observing both local and overseas commercial fruit brands, showed that the important concepts of creating brand name are the source of fruit, good quality, good taste, freshness, nutritious properties and relation to the environment. From interviewing Thai managers and exporters, the important concepts of creating brand name should be merit (goodness), scale, enterprise or company name, and levels of quality. Experts said that 'no one has created a brand name which is unique and relates to the mango. Most brands have been created for remembering, without adequate concern for the mango characteristics. However brand names may or may not be necessary because they also depend on the selling system.' Marketing experts suggested that the brand name should be easy to pronounce and remember, the brand mark should be a Thai-identified symbol, and the slogan should relate to buying decision factors. Attitudes to mango and buying decision factors of Chinese, Japanese and Middle East tourists were surveyed. The results showed that they think of mango in the following ways: - Mango consumption is good for health - Mango is nutritious - Mango is suitable to consume at anytime - Mango is suitable for everyone - Mango is available at all times - Mango is suitable for consumption in every season - Mango consumption indicates good taste - Mango is a worthwhile gift Positive buying decision factors included: without toxic substances, smell of the fruit, taste, colour of the fruit, price, convenience to buy, texture, nutrition, ease of consumption, and availability at anytime. Source: From Ngarmsak, 2000.

From this work the preferred brand name that emerged was ThaiMango, and the selected slogans 'Your Fresh Taste' and 'The Fresh Taste'.

Market channels
Another group investigated distribution channels. Their interest took in the target markets:

     potential physical distribution channels;

     patterns of marketing of mangoes;

     volumes and values of these products; and

     potential market channels and the role of fresh mangoes.

Information came from documents, opinions of exporters and mail surveys of importers. Patterns of distribution and delivery investigated included land, sea and air transport. Channels of sales to agents, to trading companies, to institutions, to retailers such as supermarkets, convenience stores and fresh markets, to domestic consumers and to institutions were all investigated. Finally management and financing alternatives, such as joint venture companies, were identified. These patterns of trade often differ from one country to another, and so it was necessary to look in detail at these in each of the countries. Government regulations were very important. Applicable regulations took many forms and included inspection, treatment and certification measures, and also fiscal rules such as entry taxes and tariffs which were generally specific to each country.