Hungarian foodstuffs in Serbia
When the experience of an efficient tradesman and traditional reliability is converted into a family enterprise a TISACOOP type of firm emerges. There is no wonder that it has successfully represented leading Hungarian producers on the territory of Serbia for more than fifteen years.
Modern dealings demand marketing orientation of the company and a business policy implying continuous investment in product promotion, this was the reason the owners of TISACOOP turned to us. The assortment of eighty different products by fifteen or so producers was expected to be integrated in a single promotional action.
The clarity of the promotional message demanded first the formation of a covering brand uniting all goods imported by TISACOOP. This was represented by a seal additionally accenting the quality and origin of all products. It was the way how "Delicious, from Hungary" brand was born.
We knew that promotions with tasting are an effective way to introduce certain products to consumers and to prompt sales. Conspicuous and distinctive uniforms for the promoter girls had been designed and the promotion material explicitely suggested that the food was from Hungary. The first action was announced directly on specially printed materials. Memorable envelopes containing a plastic fork were put into the consumers' mail boxes living close to selected outlets. Each subsequent action was announced differently and every time consumers got a surprise.
Every action ended with a small encouraging game for the buyers who accepted it enthusiastically each time. Sales during the action rose by 67%-258% depending on the location where the action took place. Consequently, after three years, TISACOOP becomes most important importer of Hungarian foodstuffs in Serbia and "Delicious, from Hungary" brand has built an image recognized and appreciate by consumers.
