Marketing strategy of shell oyster

Abstract

The competitive power of Iwate prefectural shell oyster depended on the brand loyalty brewed by relationship marketing and push strategy.

In order to attain this, at the oyster source, its best was done in sale by collaboration with the consumer place jobber and the wholesaler. Moreover, in order to raise the quality and the image of the shell oyster, the source was doing its best by the injection of labor, capital, and technology etc.

The brand image of this oyster extended to shelled oyster, and the price higher than other places of production has been realized.

And the stabilized price was caused by the brand loyalty, the price leaded the motivation of fishermen’s efforts, and the efforts leaded the brand loyalty, the result, the virtuous circle was born.