In a market that has a long-standing "nut tradition", California Almonds is facing the challenge of standing out among all nuts. The key marketing tasks of California Almonds in China are:
- To increase awareness and differentiate California Almonds in target groups (female age from 21-45 in SH, HZ, CQ &TJ), broadening its consumption occasions to healthy lifestyle.
- To drive demand of California Almonds in a consumer-oriented approach.
- Intense competition in nut category as 1) Chinese have a deep-rooted and traditional perception of "nuts", and 2) all imported nuts share the same general perception as "healthy".
- The advertising law...