COMMERCIALIZATION

There are several ways on which the Sonora's grapes fill the "gap" found in the offer of the spring. The distribuitors and merchandisers that work in the program recommend the following actions:

• Assurance

The mexican agricultural products have improved radically their image in the industry so most of distribuitors will keep their supply due to the good revenue margins with our producers due to the stress to supply them the whole year.

The present concern climate about the security in food products is suitable to provide a "certification" or any other solid assurance both for the distribuitors and the customers.

• Visual focus to counteact wrong perceptions

The industy is auto-positioning, not as a highly technified leader but as a "highly visible" leader providing an antidote to the negative image impressed by competitors. We must think in a "presentation" that could be used in many ways and opportunities additionally to serve in preserving the dignity of the mexican agriculture, such as videos or illustrated books.

• A well integrated "voice"

Either by audiovisuals or through visits, a comprehensive program instead of a "fast" deal is what can build the receptor loyalty. In addition, a strong position, such as the one supported with the Spring Grape, must be expanded to include the category of ideas and suggestions handling in order to support the distribuitors accounts as well as other well presented concepts to illustrate the associations with Mexico that promote the exports.

• Market Research

Instead of take as a grant the distribuitor words, we must use a small, but well structured, research program of telephonic interviews or with focused groups to know the true reasons from the customer to prefer or not the mexican products.

• Seminars Sets

With many distribuitors, the appropiate handling of the agricultural imported products is a critical topic. A video or slides program is welcomed by production managers and it does communicate clearly the points to be considered about security and image.

• Incentives Programs by volume and accumulation

This is a subtle way, to gather significative data from the important trends that are not available presently available for the Commision (for example, most USA merchandisers spend a lot in market research). This programas include the analysis for the purchasing history and the setting of a percentage in the increase as a goal (managerial point of view).

• Creative Alliances

Promotions associated with the consumption of cheese, bread, wine or any other complementary product serve well to build a image and expand distribution.

• Pilot Market Program

Selection of one or two specific markets to develop a focused and integrated effort involving advertising media, reselling promotions, etc., to obtain a real impact and provide valuable data to learn what actions do work.