|
·
To enhance the regions productive potential
through the effective use of the unique identity and character of West Cork.
· Fuchsia Brand initiative to be foremost in enterprise development and marketing
· Increase penetration of the brand within food and tourism sectors
· Establish and promote West Cork region as the foremost source of the highest quality speciality food produce.
· Position regional brand as the prime enterprise development initiative for the region
· Exploit synergies arising from tourism, food, fisheries, services and craft sectors
· Use profile and consumer recognition of the Fuchsia Brand to stimulate new enterprise/ product development and import substitution opportunities.
· Include primary produce and organic production in Fuchsia Brand initiative.
· Develop new marketing approaches and strategies to advance Fuchsia Brand initiative.
· Develop new distribution channels and retail market opportunities
· Improve consumer recognition by domestic and overseas visitors of the Fuchsia Brand.
- Determine the economic value of the Fuchsia Brand as a development tool for local goods and services.
- Extend the Fuchsia Brand initiative to include complementary economic sectors.
- Develop a “retail laboratory” to market test the impact of Fuchsia Brand sales promotion techniques on local produce.
- Evaluate access to retail market for Fuchsia Brand produce.
- Develop consolidated distribution networks for Fuchsia Brand produce to offset the negative impacts of existing central billing/distribution arrangements on speciality producers.
-
Promote
the increased usage of recyclable packaging for Fuchsia Brand participants
- Enhance liaison and merchandising support for key retail outlets showcasing Fuchsia Brand produce.
- Facilitate diversification opportunities for Fuchsia Brand participants using proven skills, traditions and competencies to generate additional revenues.
- Enhance existing relationships with key retail multiples through joint development and marketing initiatives to increase opportunities for the sale of speciality Fuchsia Brand produce.
- Develop eligibility criteria for the inclusion of complementary sectors within the Fuchsia Brand initiative.
- Assess and disseminate the market data generated through the use of the consumer response card in Fuchsia Brand tourist establishments and utilise same in targeting specific niche markets/ high yield markets.
- Ensure visibility of the Fuchsia Brand in marketing initiatives undertaken by all participants in the food and tourism sectors, whether on an individual or collective basis in domestic and overseas markets.
- Proportion of approved tourism product providers and commercial food producers participating in the Fuchsia Brand initiative
- Number of project developments arising from inter-sectoral synergies
- Consumer recognition and awareness levels of the Fuchsia Brand initiative
-
Number
of new retail marketing techniques adopted by Fuchsia Brand members
- Number of new retail outlets (multiple/non-multiple) secured for Fuchsia Brand produce
- Volume of Fuchsia Brand produce channeled through local consolidated pre- central distribution networks.
- Number of non-tourism/food sector marketing initiatives projecting regional identity