contains all elements of a diversified market mix, such as TV-spots, traditional and online PR and various extensive POS activities. "Online and social media activities this year as well again play a very important role in the communication. An increasing number of consumers follow Kanzi via social media," said Urs Luder. "In addition for instance we have the Kanzi game competition, which has again been started in our important target markets. Here consumers can participate and win nice prizes, such as a week-end away. The game is on the website and can also be played via the app."
Getting to know
"The first three months of the Kanzi season were very positive in all target markets, with sales volumes in excess of those of last year. It is running on schedule, the production volumes were also bigger, therefore they are nicely balanced," he explains. More and more consumers are getting to know Kanzi, as a result of the promotion and competitions. Kanzi can also been seen in various programs on TV. "In Germany a large TV-campaign is running. In the Netherlands the TV-campaign has just ended and in Belgium we approach the consumer again by radio. Consequently there are a whole lot of promotions."
Demand unpredently high
"Before Christmas in general things were not too good on the apple market. Luckily we did not notice too much of that, completely against expectations we were able to sell Kanzi easily. We are very satisfied with our turnover up to now. Also during the holidays and now just after New Year sales are at a very high level. It is clear that the consumer wants this apple all the time. The demand is very high, still higher than last year. Also the quality is very good and that is not guaranteed after a summer like this one."
Extra production Southern Hemisphere
This year the Kanzi season will be extended by the arrival of the production from the Southern Hemisphere. The trees in South Africa and New Zealand are starting to produce. We expect first class quality this season just like last year. This is an important step forward in our strategy to supply the market all year round. The volumes increase each year and during the coming three years we are in a position to increase our markets further."
Sufficient potential
"We can still supply Kanzi for the next five months. Most of them will be sold between now and May and it depends on the country what the volumes will be." Whether there will be too few is, according to the CEO, a possible luxury problem of the future. "The volume increases with the demand and it has been planned in such a way that we can satisfy an increasing market. Especially in countries such as Germany where we are a long way off the volume they are able to absorb. Also other growth markets, such as Scandinavia, Spain and England, have a large potential. Kanzi still has an enormous number of opportunities to grow in Europe."
Various promotions have been planned by Kanzi for Fruit Logistica. As usual we are present at all stands of our partners and we will plan various promotions during the fair. Kanzi will very clearly be present on the fruit Logistica. Not with its own stand, but according to our many-sided formula. With our staff, the entire Kanzi family, we will put our shoulders to the wheel to make Kanzi a permanent success. This year as well our apple will be at the home exhibition, where we will provide a spectacular appearance in and around the fair."
