1. LINGVA BUSINESS PROJECTS VALJEVO BRANDS: VARA Marketing Brief by BOJANA LAZAREVIC

2. PROGRAMME DESCRIPTION We are going to present high quality, organically cultivated domestic raspberries. We want our customers to like and trust our product. Our brand will add value to this product. We will make them believe they get extra value for money.

3. COMPETITION Our competitors are other fruit manufacturers, who also produce raspberries. Their strengths include better supply and a larger quantity of the product. Their weakness is higher selling costs per kilo of raspberries.

4. COMPETITION We have almost the same policy for the international market and we are all on a strong global offensive. Our raspberries have a stronger flavour We sell them at lower prices than others.

5. DISTRIBUTION Our main distribution channel is IIM PLC corporation, which allows us to export our product to west Europe and Asia.

6. OBJECTIVES We are going to take strong promotional action all over the world during the next six years.

7. BUDGET AND FINANCING Our proposed product budget is 80.000 Euros. We asked our government for loans and they approved us approximately 60.000 Eur. The remaining amount will be covered by a bank loan.

8. PRICE One kilo of raspberries would cost 55.00 din or 60 cent.

9. PACKAGING We will use packaging which is different from our competitors packaging. It would be made of high quality materials and in the shape of raspberry. It will be red with white inscriptions. The name of the product will be VAMA, which means VAljevska MAlina (the English equivalent will be VARA (VAljevo RAspberry).

10. PROMOTION The main message that we would like to convey is: The best flavour, only for you. We would prove it by high quality levels guaranteed by the company. We will use TV commercials, advertising in newspapers and leaflets to convince customers that they will get extra value for money.