Marketing and sales are crucial to the success of the business' product. Potential customers are needed to made aware of the product and be seriously conisdering purchasing them. The sales and marketing team focus on benefits and value of the item to the consumer and this increases a consumers chance of purchasing their product.
The health benefits of Hort16A are rich in fibre and packed with enzyme actinidin which are billiant for digestion. The marketing and sales team use these health benefits to promote their kiwifruit and catch the attention of those who would love a tasty fruit with the best benefits possible. Promoting products as healthy and naturally-sources helps the product stand out to the consumer and presents them with a benefit if they purchase the product. This increases a consumers chance of purchasing the product and therefore sales increase.
As the new variety G3 is introduced, the sales and marketing team will promote this new variety to new and returning consumers. The new product will attract new customers who are willing to try it as it is being marketed as new and unique. The sales and marketing will also still promote the health benefits of the kiwifruit to stand out to the consumers and promote them with a tasty treat that is healthy for them. Since G3 is sweet and rich in vitamin C, the sales and marketing team will promote this (especially the sweet part) to attract a new demographic of customers who arent a fan of tart fruits (like Hort16A) but will be willing to try something sweet (G3)
There may be a new marketing and sales team that is dedicated for the SunGold Kiwifruit. This would relate to the firm infrastructure support activity. A new marketing and sales team that focuses on the SunGold Kiwifruit would allow the green Sales and marketing team to focus on the green kiwifruit promotion, whereas the SunGold sales and marketing team would be able to focus soley on the promotion of SunGold kiwifruit. New jobs would be created and there would be a new manager of the SunGold sales and marketing team (firm infrastructure).
The innovation affects marketing and sales by causing Zespri to expand their firm infistructure and create new jobs. These new job oppourtunities will be in the marketing and sales of G3.
In the future, the health benefits will always be able to be promoted as a way of marketing. However, in the future the novelty of the SunGold Kiwifruit will wear off, so the sales and marketing team will need to think of a new way to promote their Gold Kiwifruit. This may be in the form of a limited time deal or promotion that occurs when a customer purchases Gold Kiwifruit, etc.
Having two marketing teams may be an added expense that is not sustainable in the future as the initial rush of the new varient dies down. However it may also be essential if the success of the new variety continues to increase.