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  2. The ham serrano of quality promociona abroad   (21/05/2012)

This news article was originally written in Spanish. It has been automatically translated for your convenience. Reasonable efforts have been made to provide an accurate translation, however, no automated translation is perfect nor is it intended to replace a human translator. The original article in Spanish can be viewed at El jamón serrano de calidad se promociona en el extranjero
The Consortium of the Ham Serrano Spanish has fixed to France, Germany, Portugal, Belgium and Holland, like markets prioritarios for the promotion

The ham serrano of quality promociona abroad

21 May 2012

One of the Spanish products more traditional as it is the ham serrano begins to have presence in the international markets and therefore, in the table of his consumers. Strengthen his importance and that the citizens foráneos the valoricen has been and is one of the aims pursued by the Consortium of the Ham Serrano Spanish during his 22 years of experience.
Editorial Interempresas
The second markets, designated potential, are those countries in which it is growing the export, but still the concept of ham serrano still is not very settled between buyers, prescriptores and consumers. All they situate out of the European Union and in 2011 represented 21,7% of the Spanish exports of ham cured. This figure shows the evolution that is suffering the presence of this product in said countries, since in 2009 only represented 15,1% of the sale in the outside. In these markets the aim that looks for is to help to the companies to enter the ham serrano Spanish in the country, giving to know the value added that offers and helping to create the category of this product.

In the case of the markets called strategic, although it exists a big knowledge of our ham serrano, are countries where the competition is more fierce and bases , almost and exclusively, in the factor price. The association, instead, looks for to offer the best product to the most suitable price, without destroying his image, since the quality is his maximum. Inside these markets, the Consortium of the Ham Serrano Spanish has fixed to France, Germany, Portugal, Belgium and Holland, like markets prioritarios for the promotion since, on the one hand, these countries represent at present 70% of the Spanish export and, by another, are some of the markets where the stamp of quality Consortium Serrano is widely recognised and valued by the distribution.

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The global strategy of the association centres in communicating the differentiation by quality that the hams serranos commercialised under the stamp of quality Consortium Serrano offer, adapting to the local reality of each market. Know the needs of the consumers and what sue, is the pillar on which sustentan his actions. For the 2012, the association has designed a plan of promotion based in two fundamental axles, the strategic markets and the potentials for the export of the ham cured Spanish.

The strategic markets are the available traditional countries abroad, of big volume and where the category of ham serrano is known commonly. All they form part of the European Union of the 27, that represents 78,3% (data 2011) of the Spanish exports of ham cured. In these markets the aim that looks for is the afianzamiento of the category of ham serrano Spanish of quality as well as increase the notoriety of mark of the his stamp of quality Consortium Serrano.

In the case of the potential markets, the Consortium of the Ham Serrano Spanish will centre in countries like Mexico, Brazil, United States and Australia
Because of the characteristics of the strategic markets, the actions of promotion of the Consortium of the Ham Serrano Spanish will direct so much to decisores of purchase, as to prescriptores and consumers. Between the planned actions stand out the realisation of degustaciones in points of sale, advertising in skilled means, campaigns in social networks, actions of public relations with the local presses.

In the case of the potential markets, the Consortium of the Ham Serrano Spanish will centre in countries like Mexico, Brazil, United States, Australia, where the actions will head to importing, distributors, buyers and prescriptores, since it exists a need of culinary education. Teach them what is a ham serrano of quality and his difference regarding other hams cured, so many Spaniards like Europeans, is the main aim of these promotional activities.

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For this, the advertising in skilled means, the participation in international fairs, seminars and courses of learning are the main actions, that will help to the foreign professionals to comprise the culinary tradition and quality that keep the pieces identified with the stamp Consortium Serrano.

In addition to centring in the promotion of the ham serrano in these markets, the association will participate in international fairs. Like this, in 2012 it will be present in Alimentary Mexico, that will take place of the 5 to 7 June in the capital, Sial Brazil, of the 25 to 28 June in Sao Paulo, and Sial Paris, of the 21 to 25 October.

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