Oil Market analysis

National marketof olive oil in the US

• Lack of prestige by national producers

• Mediterranean area is more prestigious for the oil

• High production costs

La Española olive oil

• Mid-high and high share of the market

• Previous prestige from the area of origin

• High quality product

• Higher prize than the average, but the customer is expected to not be prize sensitive

Discount strategy• Avoid giving product for free

• Accumulation of points by buying La Española

• Exchange the products for prizes

• Visit to the fabric

Media PromotionType of Media Forecasted cost

Television 40.000 $

Radio 7.000 $

Physical means 8.000 $

Social media and others 0$-2000$

Market Prize analysis• Big prize range in the olive oil market

• La Española will have a prize higher than average but lower than the highest

Prize Comparison

Quantity La Española Giarraffa

16.9 fl oz. 19$ 25.80$

25.4 fl oz. 29$ 32.80$

59.7 fl oz 45$