Conference dedicated especially to SMEs, micro SMEs and small producers with the aim of promoting their commercial strategy. During the session we will review all the key processes to obtain commercial success: product conceptualization, brand positioning, sales network, marketing, communication, among others. Two exploitations of the InnoBap Program executed by Prodeca as part of the European Interreg MD.Net project will be presented: Pommy House, as an example of internationalization strategy and that of the Chestnut Handling Center, as an example of product diversification. 

OBJECTIVES  

• Know the strategies of the marketing mix (product, price, distribution and communication). 
• Reflect on how a company can differentiate itself from its competition, in what way it can add value. 
• Detect the keys to success for product marketing. 
• Detect the different marketing channels. 
• See the key to the success of two SMEs that have been successful in internationalization and product diversification. 

CONTENT  

• Product strategy: sales argument and catalog. 
• Pricing Strategy: How to set the price for our product. 
• Distribution Strategy: Who is our target audience and how to reach them. 
• Communication Strategy: Projected image, advertising and sales actions. 

Case studies:  

• Internationalization - Pommy House: From Montsià, it specializes in the production of pomegranates of early varieties and zero residue, exports to Europe and other countries such as Qatar and has a pioneering computer system to guarantee production traceability. 
• Product diversification - Chestnut Handling Centre: In Osona, the Chestnut Handling Center gives prominence to this product throughout the year beyond autumn from farms located 900 meters above sea level in Montseny. The farm works with a completely natural process where only chestnuts are used. This way you get a product very rich in vitamins, minerals and very nutritious while retaining all its organoleptic properties. 

WHO IS IT ADDRESSED TO? 

• SMEs, micro SMEs 
• Agricultural producers 
• Export managers 
• Marketing and communication managers 
• Logistics managers