The program strategy is based on a. Collecting the recommendation of the Commission, this indicator will be put besides R.O.I., which actually measures the return on investment based on the expected increase in sales.
In particular, the ROI was measured as the ratio between the value of the denomination products involved in the present project resulting
Target groups – This promotional action is therefore aimed at:
1. OPERATORs, target group, so divided:
- trade operators: importers, distributors, retailers, essential to enhance the export and distribution of the products promoted on a project basis.
- media operators and KOL: trade press, food & beverage, cooking, wellness, food, Key Opinion Leader, social media / web influencer, whose involvement is fundamental to allow the widest dissemination of the themes of the action and bring them to the attention of both the public sector and consumer through the media (off and online).
- HoReCa operators: chefs and catering operators, to activate the interest of the HoReCa channel towards the products promoted by the project, eliminating the “barriers” to the choice and use of these products that could derive from a lack of knowledge of their taste properties, quality and possibility of receiving stolen goods.
- sports operators: sports doctors, nutritionists, technical staff, professional sportsmen, who will be involved in consideration of the importance that sports activity in China has also assumed in the eyes of public and government institutions (which promote and encourage the practice of sport), in consideration that in Beijing in 2022 the Winter Olympics will take place and also in line with an activity that OPAS already carries out on the Italian market, through information and awareness on the quality and benefits of pink meat through the sponsorship of rugby teams.
2. CONSUMERS
with a particular focus on adult food lovers (25-54 years), attentive to the issues of well-being, health and cooking, of medium-high socio-economic class, residing in the major metropolitan areas; this depends on the greater potential sensitivity to the message (quality, production methods, traceability and food safety) and to the objectives of the action (improving the reputation of European products), of the most consistent age groups and with greater spending power.
