Organic Food Marketing Strategies: An Analysis Between Europe and China

Abstract

Nowadays the organic product is more and more sought after. Its market, although still immature, especially in China, is expanding rapidly. The aim of this work is the analysis between the marketing strategies of the European and Chinese markets concerning the handling of organic food. Firstly, a clear definition of the concept of organic for the two markets is given. Secondly, the four fundamental points of the Marketing Mix according to McCarthy’s model (Product, Price, Place and Promotion) for the two respective contexts are analyzed. In greater detail, the study addresses the issue of the price differences between a conventional and an organic product, the most used strategy adopted to open the organic market and the most sold product in the two realities. Then the most common distribution channels are examined, ranging from conventional supermarkets, to specialized ones up to the methods of direct distribution without intermediaries. Finally, brand communication, organic advertising and methods used to promote organic products are taken into account. All this allows to have a wide vision of the marketing strategy within a context that, although still immature, is destined to develop more and more.