The fern’s company, страница 4


Table 2

Marketing mix



Types of fern: Pteridium (Орляк), Osmunda (Осмунда), Matteuccia (Страусник)

Direct export: middlemen - wholesalers - retailers (shops, supermarkets, supermarket chains, restaurants, cafes)

Rezept: pickling

Packing: vacuum packages (small: 500 gr., 1 kilo; big: 10 kilo)



Pteridium - $2 per kilo

Advertising in "healthy magazines", linked with sports, fitness, food.

Osmunda - $8 per kilo

Sales promotion: stick coupons

Matteuccia - $4 per kilo

Internet: banner and contextual advertising


Our company will sell fern on foreign markets (South Korea, China and Japan). That product is popular among people in Asian countries from ancient times mainly because of its            useful properties. Fern contains the whole complex of vitamins, irreplaceable amino acids and other useful substances. The amount of protein is nearly equal to peas and soy-bean. In the young sprouts it is also a lot of iodine.[8]

The fern has favorable affects on growth processes, on a condition of tissues and mucus membranes, helps skeleton formation, metabolism, and activity of nervous system, and raises muscular working capacity. And the main thing – lead out from an organism the salts of heavy metals.

Before export we should spend a lot of time and resources to gather and to prepare our fern for export.

Firstly we are going to gather fern in the south of Siberia. We have chosen that region because eatable types of fern are widely spread in the south Siberia. There are you can find the huge fields covered with fern. There are also good soil and climatic conditions for growth of fern.

For export we have chosen three types of fern: Pteridium (Орляк), Osmunda (Осмунда) and Matteuccia (Страусник). These types of fern are widely spread in Siberia. So we have a lot of resources of these types of fern. Also they do not have poison in their leaves, like other types of fern and they are popular and eatable in South Korea, China and Japan.

Today we should take into account possible influences of socio-cultural factors on our product. Firstly we should consider peoples preferences. We should take into account changes in people’s demands in South Korea, China and Japan. Nowadays people in these countries and especially in South Korea prefer to buy Siberian fern, rather than fern from the Far East. People in Asian countries believe that fern from Siberia has better taste, color and etc.

Besides that, we should be very careful with the design of packing mainly with colors. Because the perception of colors in Japan, South Korea and China are different from Russia. May be we have to make different packing of our product to each country. Because even the perception of colors is different in China, South Korea and especially in Japan.