Wurzer's Pumpkin Farm. Austria - Marketing Case Study
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Case Study Marketing
Wurzer’s Pumpkin Farm. Austria
Dr. Andrea Grimm
Dr. Astin Malschinger
CONTENTS CASE STUDY Pumpkin Farm: Wurzer in Lower Austria, Austria Authors: Dr. Andrea Grimm, Dr. Astin Malschinger ____________________________________________ IMPRINT The Austrian Marketing University of Applied Sciences, Campus Wieselburg der FH Wiener Neustadt, Austria, 3250 Wieselburg, Zeiselgraben 4 is responsible for the content. © 2010 Austrian Marketing University of Applied Sciences All rights for duplication, dissemination and translation reserved. T: 0043-(0)-7416-53000-0 E: office@amu.at I: www.amu.at Represented by: Dr. Astin Malschinger This Self Study Programme was implemented thanks to the support of the EU and its „Lifelong Learning Programme“.
Case Study
The case study was based on the „Kürbishof Wurzer“, a typical small farming
business in Austria, for the following reasons:
Æ The entire family works on the farm.
Æ All marketing tools (logo, PR, packaging, seminars, fitting of the farm
shop, online distribution) are designed by the family.
Æ They do not employ marketing agencies!
Æ The products are sold in the farm shop and online.
Æ The product range is limited to products made from only two types of
raw materials, from which a varied product range has been developed.
Æ The family organizes regular sales events.
Æ Modern channels of communication are used, for example an e-mail
newsletter.
Wurzer’s Pumpkin Farm: A short History
We are a family-run business based in Wieselburg, Lower Austria, and have
specialized since 1986 in growing and processing strawberries and pumpkins.
The Pumpkin Experience. Every year from September to October we organize
a pumpkin event on our farm. There are 100 different varieties of pumpkins for
you to discover. Let us guide you through this pumpkin wonderland, which will
surprise you by the versatility of this unique fruit. Not only do we introduce you
to many interesting types of pumpkin, but we also give you tips and tricks for
cooking. You also have the opportunity to try our pumpkin and strawberry
specialities.
Excellent day-out in autumn. For groups of a minimum of 20 we offer you an
entertaining tour of our farm, regardless of the weather. The tour is made up of
the following:
Æ Informative lecture: “From the seed to the fruit.“
Æ Cooking with Maria Wurzer
Æ Sampling of our pumpkin and strawberries
Æ Shopping
Entrance fee per person: adults 6 Euro, children 3 Euro
For more information, please visit our website. We look forward to your visit in
autumn.
Yours,
The Wurzer’s
Logo
The Wurzer’s
Products
Range: marmelades to juices, chocolate, ham, lard to Schnaps and
liqueurs.
Bread: Baking day is once a week on Fridays and is sold in the local
supermarket (Spar Wieselburg).
Gift baskets: These are put together for individual customers and company clients.
Distribution
Our business operates on classical direct marketing of its products, and
through diversification of distribution we can offer our products through
many different logistical channels.
A. The Farm Shop
B. Online Distribution „MyProduct.at“ is a company which sells Austrian food products from different farming businesses online. MyProduct.at: “Farm shopping from your home! Regional shopping has never been easier. We deliver Austrian quality and variety to you straight from the farmer. We are not about mass production. What makes us unique is our interest in the original tastes of nature and mysterious stories, the traditional farmers who supply them, who are always ready to greet you with a smile. Homemade products: products as you like them, with taste, values and personality.“
The Wurzer products on MyProduct.at:
Product list on MyProducts.at: C. Supermarket Eurospar Wieselburg, a large national chain of supermarkets, offer selected products. D. Delicatessen „Culto“, a famous delicatessen in Wieselburg, also offer our products.
E. Tourist Attractions The „MostBirnHaus“ is the name of a gastronomic venue in the Mostviertel, offering information, products and events centered around the local fruit, the pear. F. Showroom Wurzer’s products are displayed in the „Haubiversum“ showroom, which is part of the Haubenberger bakery.
Customer attractions
Cooking with Maria Wurzer
Guided tours for schoolsHandicrafts for children
Customer sampling
Homepage: www.wurzers.at
Press Reports Nationale Tageszeitung des Bundeslandes: Kurier 3.9.2008 Titel: „Heimische Produkte als Verkaufsschlager“ Bildlegende: Köstlichkeiten vom Kürbis: Leo und Maria Wurzer kultivieren in Bodersdorf an die 100 Kürbissorten und fertigen daraus Edelbrände oder bekömmliches Gemüse.
Tageszeitung des Bundeslandes: NÖN 4.3.2008 Titel: „Drei Mal Gold für Bezirk“ Bildlegende: Hohe Auszeichnungen (eines nationalen Wettbewerbs für landwirtschaftliche Produkte) bei der Ab-Hof-Messe in Wieselburg: Leo und Maria Wurzer aus Bodensdorf sowie …
Nationale Tageszeitung: Kurier 28.9.2009 Titel: „Faszinierende Vielfalt am Kürbishof“ Bildlegende: Attraktion – Ausflugsgesellschaften, Schüler oder Hausfrauen – das Publikum, das derzeit am Hof von Maria und Leo Wurzer in Bodensdorf bei Wieselburg aus und ein geht – ist kunterbunt. So wie die am Hof ausgestellte Pracht an Kürbissen. Tausende Exemplare in den leuchtendsten Farben bescheren ein eindrucksvolles Erlebnis. Über 100 Sorten züchten die Wurzers. Interessante Geschichten zu exotischen Zierkürbissen und die besten Speisekürbis-Rezepte werden verraten. Geöffnet ist die Kürbiswelt täglich von 9 bis 18 Uhr.
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