Abstract
Agar has, with the exception of certain retail markets in the Far East, specifically Japan, traditionally been sold to the industrial user. Small quantities are consumed in Islamic countries during Ramadan and in the Germanic countries as a food thickener and a laxative. However, outside of Japan, no significant marketing effort has ever been undertaken with a view to increase the demand for agar by consumers.
A marketing plan is suggested to change this situation. All possible uses for agar by the consumer have been identified and studied. The special features of the product, together with certain packaging, are highlighted. Potential markets for these features are identified. Strategies for the development of these markets have been developed. The overall plan is now in a state of final review and just prior to implementation. The product launch should generate a significant consumer awareness which will translate into demand, thereby increasing the market for agar in various forms, formulations and packagings.
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Becker, K.J., Rotmann, K.W.G. A marketing approach to agar. J Appl Phycol 2, 105–110 (1990). https://doi.org/10.1007/BF00023371
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DOI: https://doi.org/10.1007/BF00023371