For example, marketing by Avis - We are number 2. We try harder. They did not just admit their second-tier market share, they advertised it.
In fact, they did not just advertise it, they made it the centre of one of the most successful campaigns ever. And their market share increased remarkably in just a noticeably short time. Fifty years later, they are still using their line.
Our marketing for Australia is based on a solid foundation to attract the target audience.
In fact, the creator has given to Australia the only island continent on its own in the world with unique attributes and we are making it the centre of our campaign.
However, we have a supply constraint; Australia has a population of 25 million but produces food for 75 million people.
Therefore, it is imperative that we do not market ourselves to everyone but to the sophisticated and affluent customers of the world and they do not mind paying more as they buy on value and feelings.
Our Trademark is in par with their status.