PUMPKIN SEED OIL

17.02.2012
Unique product features
Ecological product
Health-giving quality
prevention and treatment of benign prostatic hyperplasia
used to treat irritable bowel syndrome
pumpkin seeds to prevent arteriosclerosis and regulate cholesterol levels
Commonly used in folk medicine in Austria

17.02.2012
Reasons for entering Russian market
Unique recipe and qualities
Less known among other oils
Lack of Russian customers’ awareness about different types of oils and their health-giving quality

17.02.2012
Technology
Pumpkin seed oil is traditionally produced in Austria and is an important export commodity
For 1 liter of oil around 2.5 kgs of dried seeds are needed
Seeds are crushed, milled, salted, dispersed, roasted, and pressured to gain the oil.

17.02.2012
Positioning (Product)
Premium product: high quality, eco-friendly and natural incredients
Brand "Austria"
used for special occasions
can be used instead of olive and sunflower oil
healthy product
gives food a special and indicidual taste
as premium as truffles

17.02.2012
Target group
Customers that
care about their health and prefer healthy eating
look for eco-products and are willing to buy them
middle - high income level
age: 10 -40 years

17.02.2012
Place
St Petersburg
Retail chains (X5 Retail Group)
Specialised shops
Online distribution

17.02.2012
Price
Premium Pricing Strategy
Skimming Strategy

17.02.2012
Promotion
Sales Promotion in speciality stores: samples, tasting,..
Advertising in speciality stores
Free Samples for Restaurants
Indirekt promotion
Cooking shows

17.02.2012
Potential product development
Various types of seeds (e.g. white seeds)
Fatty acids variability range