Samenvatting

This thesis is written for Kwekerij De Vesting to determine to what extent a brand of zucchinis can be successful within the Dutch market. Kwekerij De Vesting started to grow zucchinis without any knowledge of the Dutch market in February 2015. This research assesses the needs and desires of the potential target market within the Netherlands in order to determine the opportunities and possible demand for a brand of zucchinis.
This report used the Brand Equity model of David Aaker as the theoretical basis. This model helps to highlight the assets contributing to ‘Brand added value’ or Brand Equity.

The research in this thesis used varying approaches covering desk research, observations, interviews, a group discussion and a survey. Based on the outcome of these varied research techniques it will clarify to what extent a brand of zucchinis could be successful in the Dutch market. The focus and target group for this research was consumers in the Netherlands that already buy zucchinis. The survey was completed by 265 respondents.
Desk research shows that there is no single brand that is commonly associated with the production of zucchinis, however unbranded zucchinis are commonly sold in supermarkets around the world. In the desk research it was clear that there are multiple competitors that sell brand zucchinis. The desk research indicates that if a company wants to add value to a brand, build customer loyalty and achieve greater continuity in revenue and selling price branding would be necessary.
The research has shown that the majority of the respondents are satisfied with the current zucchinis offered in the market. The larger part of the respondents made clear that they don’t want packaging for the zucchini.
The research also shows that by adding the words or terms smaakvol, gezond or lekker, value is added to the brand which can contribute to customer ‘reason to buy’. In addition, a greater number of respondents indicate that they don’t have overwhelming interest in different varieties of zucchini other than the green zucchini which is commonly available. The research clarifies that a larger number of respondents have very little interest in combination packages containing other coloured zucchinis or combination packages with other vegetables. The research does however show that almost half of the respondents are interested in combination packages containing Zucchinis for pre packaged meals. These packages would contain all the ingredients required to produce a designated meal.
The majority state that they are interested in a brand of zucchinis that stands for or demonstrates quality marks such as Fairtrade or organic product. A little more than one-third of the respondents suggest that if a branded Zucchini was €0,25 or more expensive compared with a unbranded zucchinis it may affect their inclination to buy. One-third indicate that they felt a branded zucchini should not be more expensive than the unbranded zucchini. Analysis of the research indicates that most of the respondents would not give a zucchini brand the preference over a brand less zucchini. The overriding factor for more than half of the survey respondents was the quality of the zucchini, if the quality was the same between a brand and brand less zucchini most consumers would not purchase the branded Zucchini.

This research concludes that there is no interest for a zucchini brand. If there comes a zucchini brand than the consumers are interested in a zucchini brand that exhibits quality marks or labels and these indicators could be a factor that demonstrates value for both the customers and the brand. Interestingly the survey suggests a price point that may be reasonable to most consumers in comparison with unbranded zucchinis sold at supermarkets and also a possible diversion from the raw product with a demand highlighted for pre-packaged meal options that include Zucchinis.
Kwekerij De Vesting is recommended to not create a zucchini brand in the Dutch market, because the a zucchini brand can’t create enough value for the customers to buy the brand.
The implementation plan is written for Kwekerij De Vesting if they decide despite the recommendations to create a zucchini brand based on the results of this report.