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Short channels: a brand strategy for the Piana del Sele
This paper aims to give a contribution in building a brand strategy for a big cooperative company operating in the fruit and vegetable production field in the South of Italy willing to launch new sales channels, namely box-scheme and e-commerce, in order to increase the sells on local scale and partially reduce the dependence from the large scale distribution. The main expected effects of such a choice will deal with the brand identity, the possibility to repositioning the brand and open new sales opportunities. Social media marketing will also play a crucial role in both the analysis and the marketing practices.
Keywords: brand strategy; box-scheme; e-commerce; zero mile.
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