Mallorcan olive oils with DO Consortium Marketing Plan

Abstract

[eng] The present study consists of a marketing plan for the launching to Germany of a product that is processed and prepared in Mallorca (Spain), that is, the extra virgin olive oil with designation of origin Oli de Mallorca. There are several oils, but all of them have really good taste and smell, and many health benefits. Mallorcan oil companies produce more quantity every year, so they need to find new markets where to sell it. Data show that there is potential demand growth in mainland Spain or in other EU member states, but instead I have decided to direct the attention to Germany, since it is the biggest importer of olive oil in the European Union, and also because of advantages in purchasing power and similar tastes, among others. To make this possible, I have stipulated the creation of a consortium of the 17 mallorcan olive oil companies with DO. I consider that the consortium should be client-oriented to guarantee the customer satisfaction by means of surpassing their expectations, and then build customer loyalty.