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Florida and Brazil together to boost the consumption
United States
Wednesday 21 April 2010
FJ
To arrest the decline of consumption on the main markets, Brazil and Florida plans a world campaign of marketing.
To invert the decline of consumption noticed on two more important markets, Florida and Brazil could enter into an alliance in a world campaign of promotion of the orange juice.
The United States represent 40 % of the world market of the orange juice, essentially furnished by the producers of Florida, with a little of contribution from Brazil. Europe also represents 40 % of the demand, with Brazil as main supplier, and a small contribution of the Florida.
These 2 markets represent only 80 % of the orange juice demand. But Florida and Brazil producers noticed an increasing decline of the demand on these markets.
To check this decline, American and Brazilian professionals of the industry of citrus fruits met at the University of Florida to investigate the first stages towards a world advertising campaign susceptible to stimulate the demand.
In Europe, the competition is rough in front of the offer numerous of drinks: juice mixed with some water, nectars, smoothie. Priority for the professionals is to stabilize 2 main zones of consumption before planning the expansion on emerging markets.
It is still too early to say which type of generic announcement will be used in Europe, where the campaign will have to take into account 27 countries, languages and different cultures.
source : tampa bay
