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Central America, the most Important Export Market for USAEC

GOAL:

To position USA Apples in the Central America market, to offset the leadership of Washington Apples.

IDEA:

Based on these events, Grupo PM conducted an important promotion campaign for USA Apples in Central America (Costa Rica, Guatemala, El Salvador, Honduras, Nicaragua, Panama and Republica Dominicana) by means of the following actions:

  • In-store promotions
  • Merchandising
  • Technical Support for Trade
  • Commercial Missions (California, East Coast and Michigan)
  • POS materials

RESULTS:

Thanks to these actions, and especially owing to our promotion efforts mainly with the trade, USA Apples have gained a stronger position in the market, and are considered as the best supplier during the whole season.
Central America has become the most important market for USA Apples during the 2009-2010 season.