Direct marketing proposals are increasingly appealing to farmers because of the decrease in profit from traditional sales. In order to counteract this loss of profit, farmers are now opening shops on their own farms, which then often compete with each other. This master’s thesis first provides a theoretical basis for fundamental brand introduction.
After the agricultural business is introduced, the aforementioned competition is then examined. In order to achieve this goal the author records distances, conducts interviews and compares prices. The existing flyer is analyzed in consultation with the Baumann family, and a redesign is presented. Finally, building on the design and competitive analysis, various concepts for sales promotion are proposed.
