Suggestions For Honey Marketing Processes and Promotion Strategies

Yıl 2025, Cilt: 11 Sayı: 17, 16 - 45, 23.02.2025

Fatih Bilici , Nebi Seren

https://doi.org/10.51947/yonbil.1631268

Öz

This study provides recommendations on marketing processes and promotional strategies for honey. Honey is vital in the food sector as a popular product and for its health and nutritional benefits.
Marketing strategies involve the process and various factors, from honey production to consumption. For example, market and marketing research is fundamental in understanding consumers' honey preferences and designing marketing strategies accordingly. These researches are an essential guide for businesses to examine the quantitative and qualitative characteristics of honey consumption, honey consumption, and target audience demands, as well as to develop marketing strategies for the product. Through market research, consumer demand for organic honey, local honey, and other types of honey can be investigated, and marketing strategies for these different types can be developed.
Factors such as price, quality, and differentiation strategies are among the factors that affect consumers' honey preferences. Branding, packaging, and points of sale are also key elements in promoting honey. Honey authenticity and geographical origin are essential factors for some consumers. Certificates such as quality labels and protected designations of origin can influence consumers' preferences.
Honey is also frequently promoted through social media platforms such as Instagram. Visual content and stories can increase the product's appeal and attract customer interest. Ensuring the quality and reliability of honey is also critical for marketing strategies. Investigating issues such as the presence of heavy metals and health risks are issues that can help build consumer trust. In addition, factors such as the detection of adulteration and the country of origin of honey can increase the product's reliability.
The conclusions and recommendations drawn from the literature review are that it is important to emphasize quality and reliability in the marketing of honey. In addition, the suitability of honey, the absence of undesirable materials, and the absence of microbial contamination should be emphasized. The health benefits and nutritional value of honey should also be noted, and the vitamins, minerals, and antioxidants in its content should be conveyed to consumers. Flavor and aroma are also important factors affecting consumer preference, and diversity can be achieved by introducing various botanical origins to the product. In addition, HMF content and shelf life should be emphasized to demonstrate the product's durability. In addition, emphasizing sustainability and using clean production practices can attract consumers looking for environmentally friendly and healthy products. Finally, testing and certifications can be used to prove the quality of the product; organic honey certificates and microbial quality test results can support the quality of the product.

Anahtar Kelimeler

Honey marketing, Food marketing, Marketing strategies, Marketing processes, Product promotion

Bal Pazarlama Süreçleri ve Tanıtım Stratejilerine Yönelik Öneriler

Öz

Bu çalışma, balın pazarlama süreçleri ve tanıtım stratejileri üzerine önerilerde bulunmaktadır. Bal, gıda sektöründe hem popüler bir ürün olarak hem de sağlık ve beslenme yararları açısından önemli bir role sahiptir.
Pazarlama stratejileri, balın üretiminden tüketimine kadar olan tüm süreci ve çeşitli faktörleri içermektedir. Örneğin pazar ve pazarlama araştırması, tüketicilerin bal tercihlerini anlamak ve pazarlama stratejilerini buna göre tasarlamak açısından temel adımlardandır. Bu araştırmalar işletmeler için, bal tüketiminin niceliksel ve niteliksel özelliklerini, balın tüketimini ve hedef kitle taleplerini incelemek, ürünün pazarlama stratejilerini geliştirmek için önemli bir yol göstericidir. Pazar araştırmaları sayesinde, özellikle organik bal, yerel bal ve diğer bal türlerine olan tüketici talepleri araştırılarak, bu farklı türlerin pazarlama stratejileri oluşturulabilmektedir.
Fiyat, kalite ve farklılaştırma stratejileri gibi faktörler tüketicilerin bal tercihlerini etkileyen faktörler arasındadır. Markalama, paketleme ve satış noktaları da balın tanıtımında temel unsurlardandır. Balın orijinalliği ve coğrafi kökeni, bazı tüketiciler için önemli faktörler arasında sayılabilir. Kalite etiketleri ve korunan menşei ismi gibi sertifikalar, tüketicilerin tercihlerini etkileme gücüne sahip değişkenlerdir.
Balın tanıtımı da özellikle Instagram gibi sosyal medya platformları aracılığıyla sıkça yapılabilmektedir. Görsel içerikler ve hikayeler, ürünün cazibesini artırabilmekte ve müşteri ilgisini çekebilmektedir. Balın kalitesinin ve güvenilirliğinin sağlanmasının da pazarlama stratejileri için kritik bir öneme sahip olduğu ifade edilebilir. Ağır metallerin varlığı ve sağlık riskleri gibi konuların araştırılması, tüketicilerin güvenini kazanmaya yardımcı olabilecek konulardır. Ayrıca, tağşişin tespiti ve balın menşe ülkesi gibi faktörler, ürünün güvenilirliğini artırabilmektedir.
Yapılan literatür taramasına göre çıkartılabilecek sonuç ve öneriler balın pazarlanmasında kalite ve güvenilirliğin vurgulanmasının önemli olduğudur. Ayrıca balın uygunluğu, istenmeyen materyallerin yokluğu ve mikrobiyal kontaminasyonun olmaması gibi özellikler öne çıkarılması gerektiği ifade edilebilir. Balın, sağlık yararları ve besleyici değeri de vurgulanmalı, içeriğindeki vitaminler, mineraller ve antioksidanlar tüketicilere aktarılmalıdır. Lezzet ve aroma da tüketicinin tercihini etkileyen önemli faktörlerdir ve ürünün çeşitli botanik kökenleri tanıtılarak çeşitlilik sağlanabilmektedir. Ayrıca HMF içeriği ve raf ömrü, ürünün dayanıklılığını göstermek için vurgulanması gereken konular arasındadır. Bununla birlikte sürdürülebilirlik ve temiz üretim uygulamalarının kullanıldığının vurgulanması, çevre dostu ve sağlıklı ürün arayan tüketicilerin ilgisini çekebilir. Son olarak, ürünün kalitesini kanıtlamak için test ve sertifikasyonlar kullanılabilir, organik bal sertifikaları ve mikrobiyal kalite test sonuçları ürünün kalitesini destekleyebilir.

Anahtar Kelimeler

Bal Pazarlaması, Gıda pazarlaması, Pazarlama stratejileri, Pazarlama süreçleri, Ürün tanıtımı

Etik Beyan

Makalede Etik Kurul raporuna ihtiyaç yoktur.

Kaynakça

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