1. Welcome you in our slideshow presentation! 

2. The task Product launch in Hungary a marketing concept of a
Catalonian food product
introduction phase
The task

3. Coca de recapte

4. Similar products

5. pizza

6. tökipompos

7. Desk research: SWOT analysis
Weaknesses
toppings: pepper, aubergine are not popular in Hungary
price of main toppings depend on season
Strengths
unusual
novel
healthy and light
Catalonian
Desk research: SWOT analysis

8. Opportunities
bring toppings closer to Hungarian taste
put meat on it
target: vegetarians
use organic vegetables
Threats
too many similar products
more expensive than competitor products

9. Field Research

10. Our coca de recapte

11. The sampling

12. Evaluation 77 people tasted 39 were under 15 14 between 15-25
16 were over 40
Evaluation

13. Evaluation 76 liked it, mainly girls, under 15.
The average preference scale was 4.85 out of 5.
Evaluation

14. Evaluation 24 would change something.
They mainly missed the meat and would like it with less vegetable.
Some would put hot sauce on it or prepare it with whole wheat flour.
Children didn’t like the fish on the coca de recapte.
Evaluation

15. Targeting Targeted consumers are : aged 15-24 open-minded, innovators
looking for novelty
focus on healthy nutrition
often eating out
make decision on the spot
mainly female
partly vegetarian
Targeting

16. Price Price at the introduction phase : 150-250 HUF / piece
objective: introduction, get to know what it is
It’s around 1 euro
Price

17. Distribution The possible points of sale :
Outdoor events (festival meal or a party snack
School canteen, cafeteria, buffet
restaurants
Distribution

18. „ SUMMER „ Fresh and light.
Slogan

19. Promotion prime media : facebook, other social networking sites
coupons at the canteen / buffet
quiz + gain (e.g. school newspaper, local papers, online versions)
free sampling
reward for teens at different competitions,
or school events where (other) media is welcome (PR articles)
Promotion

20. And how we were preparing…

42. Thank you for your kind attention!