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Market Strategy Of Pinatex In New Zealand

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Discuss about the Market Strategy Of Pinatex In New Zealand.


Slide One

It is the title slide. Slide 1 consists of the details of the student and it introduces the topic of the assignment. The topic of the assignment is Pinatex, a textile fabric that is extracted from the by-product of the pineapple fruit. The product is doing the business globally.

Slide Two

This slide consists of the topics that are to be discussed in the presentation. The topic includes the market strategy of the product. It includes the competitive strategy, the entry strategy, the pricing strategy, the development strategy, the distribution strategy and the promotional strategy (, 2017).

Slide Three

This slide consists of the reasons of choosing New Zealand as the proposed country for the analysis of the marketing strategies of the product. Pinatex is a unique fabric made out of the by-product of the pineapple fruit. It is as good as leather. New Zealand has been chosen for this because this product is not yet launched in the market of New Zealand. Therefore, there is huge scope for Pinatex no such competitor has come up with something like this (Gullingsrud, 2017).

Slide Four

This slide consists of the market selection and entry strategy. The import of the product is the first and foremost entry strategy. The products should be made available in almost all the commercial market of New Zealand. All types of garments should be made out of this fabric, which can attract all types of customers (Heredia, 2015).

Slide Five

Slide 5 contains the competitive strategy of the product. The biggest competition of pinatex is Quantum cat designs (Payne, Brough & Musk, 2016). Leather is a costly product and now has become a luxury ((Hijosa, 2015). To increase the revenue pinatex needs to maintain the price and the quality of the products and the variety of the same compared to the leather. It should made the quality better than the Quantum cat designs to make a mark in the market of New Zealand. (Kinnunen, 2017).

Slide Six

This slide contains the details regarding the pricing strategy. The price of the product should be kept initially low and it can be increased once the maximum people like the product and after it becomes popular in the market. The range should be such that people from all background can afford the product (O’Cass, Ngo & Heirati, 2012). The budget pricing strategy and the luxury pricing strategy should be maintained differently.

Slide Seven

This slide contains the distribution strategy. The product should be distributed evenly in the global market. There should not be shortage of product in the market as it can create a negative impact in the market. There should not be product shortage in the market. The distribution should be checked properly.

Slide Eight

This slide contains the promotional strategies. There should be effective promotional strategies. Proper advertisements of the product should be done which will include advertisements in the newspapers and hoardings. The arrangement of special campaign should be made aiming at the delivery of product knowledge to the customers (Scerbaka & Ulme, 2016).

Slide Nine

Finally, it can be concluded by stating that the application of the mentioned strategies will increase the revenue of the Pinatex in the market of New Zealand. It gives a new angle to the global market. The above-mentioned strategies are essential for the profit of any company especially in some new place or new country. Pinatex has not yet made a place in New Zealand. The application of the strategies might make it a popular textile fabric in any country.


Refernces (2017). Introducing Piñatex™ - ananas anam. [online] ananas anam. Available at: [Accessed 18 Sep. 2017].

Gullingsrud, A. (2017). Fashion Fibers: Designing for Sustainability. Bloomsbury Publishing USA.

Heredia, G. H. (2015). Implementation of sustainable technology into footwear.

Hijosa, C. (2015). Piñatex, the design development of a new sustainable material (Doctoral dissertation, Royal College of Art).

Kinnunen, S. (2017). All-Cellulose Shoe: Novel Wood-Based Materials in Footwear.

O’Cass, A., Ngo, L. V., & Heirati, N. (2012). Examining market entry mode strategies via resource-based and institutional influences: Empirical evidence from a region-within-country economy context. Australasian Marketing Journal (AMJ), 20(3), 224-233.

Payne, A., Brough, D., & Musk, P. (2016). Will we soon be growing our own vegan leather at home?. The Conversation.

Scerbaka, A., & Ulme, A. (2016). Natural and modern innovative materials in the clothing industry. Rigas Tehniskas Universitates Zinatniskie Raksti, 11, 18.


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