Positioning and repositioning of traditional products in local and international markets. The Portuguese experience
Positioning and repositioning of traditional products in local and international markets. The Portuguese experience

Author(s): Milanka Slavova
Subject(s): Economy, Marketing / Advertising
Published by: Международно висше бизнес училище
Keywords: traditional food products; repositioning; Portuguese O Valor do Tempo company; digital marketing; internationalization
Summary/Abstract: Traditional products are goods and services that are linked to the history and cultural heritage of each country. Their positioning and repositioning in local and international markets contribute to increasing market share, revenues, and the popularity of the country of origin. Careful repositioning is necessary to shift a product or service’s place in customers’ minds, while preserving the connection between traditional products and the country’s economic development. This paper aims to investigate the positioning and repositioning of traditional products using Portuguese company as a case study. The reason for the choice is the dynamic change in the marketing strategies of O Valor do Tempo company and the success achieved in both local and international markets. This good business practice is not yet comprehensively discussed in the marketing publications. The research methods in the paper are a review of published literature on traditional food consumption, the observation method, and a case study. The case study provides an opportunity to explore different dimensions and conditions of the traditional food repositioning process. The main findings are that the repositioning of traditional products, supported by conventional and digital marketing campaigns, increases the revenues of the producing firms and creates conditions for a variety of business internationalization forms.

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