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Startree Marketing Insights Marketing insights for Wild Forest Products and Forest Services Udo Mantau Ulrike Saal Marian Mayr October 2016 Collaborative project: STAR TREE - Multipurpose trees and non-wood forest products a challenge and opportunity EU 7th Framework Project Task 3.3: Marketing insights for Wild Forest Products and Forest Services Beneficiaries: University of Hamburg, Centre of Wood Sciences, Economics of forest products INFRO – Information systems for resources Grant agreement number: 311919 Duration: 01.11.2012 until 31.10.2016 Date of publication: October 2016 Reference: Mantau, U.; Saal, U.; Mayr, M. (2016): Marketing insights for Wild Forest Products and Forest Services, Hamburg 2016, 172p. Copyright: Udo Mantau (INFRO) – see 10.4. Contents 1 Instructions ........................................................................................................ 1 1.1 Find stimuli – Develop Products – Market Successfully ................................ 1 1.2 Challenges when marketing wild forest products and forest services ............ 2 1.3 Instructions on how to use the folder ............................................................. 2 1.4 Backgrounds ................................................................................................. 4 2 Product examples .............................................................................................. 4 2.1 Wild Forest Products and Forest Services .................................................... 4 2.2 Product examples provide stimuli .................................................................. 7 2.3 Activity product examples ............................................................................ 13 3 Target groups .................................................................................................. 14 3.1 Costumer behaviour and purchasing characteristics ................................... 14 3.2 Establishing target groups ........................................................................... 18 3.3 Attitude towards the forest ........................................................................... 25 3.4 Consumer behaviour of organisations ......................................................... 39 3.5 Activity – target groups ................................................................................ 42 4 Potential products and product ideas ........................................................... 44 4.1 Stimuli .......................................................................................................... 44 4.2 Potential products ........................................................................................ 46 4.2.1 Services of the forest ............................................................................ 46 4.2.2 The influence of current trends on potential products ........................... 49 4.2.3 Product ideas ........................................................................................ 50 4.2.4 Product definition .................................................................................. 52 4.2.5 Product levels ....................................................................................... 53 4.3 Visual product design .................................................................................. 59 4.4 Activity – potential products and product ideas ........................................... 65 I 5 Market environment and product strategy .................................................... 66 5.1 Market environment ..................................................................................... 66 5.2 The environmental analysis in the forestry sector ....................................... 69 5.2.1 Environmental Analysis with regards to the marketing of hunting ......... 71 5.2.2 Environmental analysis of woodland burial grounds ............................. 73 5.3 Activity - Market Environment ...................................................................... 75 5.4 Product strategy .......................................................................................... 76 5.5 Activity - Product strategy ............................................................................ 91 6 Distribution and marketing channels ............................................................ 92 6.1 Distribution .................................................................................................. 92 6.2 Price policy ................................................................................................ 101 6.3 Conditions ................................................................................................. 107 6.4 Activity - Distribution and marketing channels ........................................... 110 7 Marketing communication ............................................................................ 112 7.1 Stimuli ........................................................................................................ 112 7.2 Marketing communication .......................................................................... 113 7.3 Advertising effect ....................................................................................... 115 7.4 Advertising Medium ................................................................................... 119 7.5 Creating advertising messages ................................................................. 121 7.6 Communication Process ............................................................................ 123 7.7 Promoting purchases ................................................................................. 126 7.8 Direct Marketing ........................................................................................ 128 7.9 Sponsoring ................................................................................................ 131 7.10 Branding ................................................................................................. 135 7.11 Corporate Identity ................................................................................... 138 7.12 Public Relation Work .............................................................................. 145 7.14 Activity Marketing Communication ......................................................... 150 II 8 Wild Forest Products .................................................................................... 152 9 Forest Services .............................................................................................. 156 10 Notes .............................................................................................................. 158 10.1 Instruction to Marketing insights – Creating a marketing concept .......... 158 10.2 Further literature ..................................................................................... 169 10.3 Acknowledgement .................................................................................. 169 10.4 Copyright ................................................................................................ 170 10.5 References ............................................................................................. 171 III List of Figures Figure 1: Working documents for your own organisation ............................................ 3 Figure 2: The Product Tree ......................................................................................... 4 Figure 3: The product concept in Marketing insights .................................................. 5 Figure 4: Categorisation of product examples ............................................................ 8 Figure 5: Information content of product data sheets ................................................. 8 Figure 6: Selection criteria for product examples ........................................................ 9 Figure 7: Application and goals of product examples ............................................... 10 Figure 8: The customer and his behaviour (bases) .................................................. 15 Figure 9:The customer and his behaviour (overview) ............................................... 16 Figure 10: Segmentation of buyer groups................................................................. 18 Figure 11: Requirements of an operational segment ................................................ 19 Figure 12: General and particular consumer characteristics ..................................... 22 Figure 13: Segments of the Sinus milieu .................................................................. 26 Figure 14: Typology with regards to forest attitudes ................................................. 28 Figure 15: Holistic friends of the forest ..................................................................... 30 Figure 16: conventional users of the forest ............................................................... 31 Figure 17: Egocentric user of the forest .................................................................... 32 Figure 18: The indifferent .......................................................................................... 33 Figure 19: Ecological romantics of the forest ............................................................ 34 Figure 20: Young people’s attitudes towards the forest ............................................ 35 Figure 21: Pattern of market coverage ..................................................................... 37 Figure 22: Structural attraction of a market segment ...............................................
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