Olive oil's health benefits

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The greatest exponent of monounsaturated fat is olive oil, and it is a prime component of the Mediterranean Diet. Olive oil is a natural juice which preserves the taste, aroma, vitamins and properties of the olive fruit. Olive oil is the only vegetable oil that can be consumed as it is - freshly pressed from the fruit.

The beneficial health effects of olive oil are due to both its high co acids and its high content of antioxidative substances. Studies ha protection against heart disease by controlling LDL ("bad") chole (the "good" cholesterol) levels. (1-3) No other naturally produced monounsaturated as olive oil -mainly oleic acid.

Olive oil is very well tolerated by the stomach. In fact, olive oil's p effect on ulcers and gastritis. Olive oil activates the secretion of b more naturally than prescribed drugs. Consequently, it lowers th Olive oil and heart disease

Studies have shown that people who consumed 25 milliliters (mL olive oil daily for 1 week showed less oxidation of LDL cholestero compounds, particularly phenols, in the blood.(4)

But while all types of olive oil are sources of monounsaturated fat the first pressing of the olives, contains higher levels of antioxida phenols, because it is less processed.

Olive oil is clearly one of the good oils, one of the healing fats. Mo since it does not upset the critical omega 6 to omega 3 ratio and m are actually an omega-9 oil which is monounsaturated. Olive oil and colon cancer

Spanish researchers suggest that including olive oil in your diet may also offer benefits in terms of colon cancer prevention (5). Their study results showed that rats fed diet supplemented with olive oil had a lower risk of colon cancer than those fed safflower oil-supplemented diets. In fact, the rats that received olive oil had colon cancer rates almost as low as those fed fish oil, which several studies have already linked to a reduction in colon cancer risk.

Types of olive oil

Generally, olive oil is extracted by pressing or crushing olives. Oli depending on the amount of processing involved. Varieties includ

Extra virgin - considered the best, least processed, comprising from the first pressing of the olives. Virgin - from the second pressing. Pure - undergoes some processing, such as filtering and refining Extra light - undergoes considerable processing and only retain mild olive flavour.

When buying olive oil you will want to obtain a high quality EXTR from the first "pressing" of the olive, is extracted without using he has no "off" flavors is awarded "extra virgin" status. The less the o natural state, the better the oil. If the olive oil meets all the criteri virgin".

What is pure and light olive oil? "Pure" olive oil is made by addin refined olive oil. It is a lesser grade oil that is also labeled as just "

"Light" olive oil is a marketing concept and not a classification of unregulated by any certification organizations and therefore has content should be. Sometimes, the olive oil is cut with other vege

How to care for your olive oil

Resist the temptation to place your beautiful bottle of olive oil on the #1 enemy of oil. Keep olive oil in a cool and dark place, tightly rancidity. Olive oil is like other oils and can easily go rancid when temperatures.

You can of course buy extra virgin olive oil in any grocery store. A extra virgin olive oil is here. Olive oil versus canola oil

Do not fall into the hype which is put out by traditional medicine oil (rapeseed) as superior due to its concentration of monounsatu superior and has been around for thousands of years. Canola oil i and the original crops were unfit for human consumption due to fatty acid called euric acid.

If the taste of olive oil is a problem, or if you are frying or sautin coconut oil. Many nutritionally misinformed people would consid nearly exclusive content of saturated fat. However, this is just not saturated fat, it is much less dangerous to heat. The heat will not into dangerous trans fatty acids.

References

1.Keys A, Menotti A, Karvonen MJ, et al.: The diet and 15-year death rate in the 124: 903-915 (1986)

2.Willett WC: Diet and coronary heart disease. Monographs in Epidemiology an

3.World Health Organization: Diet, nutrition, and the prevention of chronic dise WHO Technical Report Series 797, Geneva 1990 (4) European Journal of Clinical Nutrition April 2002;56:114-120 (5) Gut 2000;46:191-199.

Disclaimer: Throughout this website, statements are made pertaining to the properties and/or functions of food an evaluated by the Food and Drug Administration and these materials and products are not intended to diagnose, tre 2002 Healing Daily

No one cares about your health as much as you do. Take charge. Learn how to take responsibility for your health today
In a consumer research study conducted on the Olive Oil market in India by the Consortium of Guarantee of Quality Extra Virgin Olive Oil, it was found that Indian consumers regard olive oil as the one of healthiest among the conventionally used edible oils. Olive oil, the quintessential part of the Mediterranean diet, is slowly but surely finding its place in Indian kitchens. At a press conference held today at The Oberoi, Ms. Pina Romano, President of the Interprofessional organization for the olive oil sector remarked, "We are committed to continue our efforts in growing consumer awareness about Olive Oils in India. It is a market that is changing very fast and the country is destined to be an economic super power in the future. The Indian Middle Class population is large, dynamic and adaptable to change. We are happy to be a part of this growth story." The main aim of the campaign is to promote Olive Oil to increase its use in traditional local and daily cuisine and to explain the nutritional aspects of olive oil and its importance in a healthy and balanced diet. The array of activities conducted in this regard include press conferences, participation in trade shows, advertising campaigns, media tours and training sessions in order to disseminate correct knowledge of olive oils of European origin, in terms of their quality and healthy attributes. A special website http://www.oliveitup.in - was launched last year in order to provide accurate information on European Olive Oils and its health benefits. Activities on similar lines will continue in India throughout 2011 and 2012. The EVC will have a booth at the Hospitality World Show being held at Palace Grounds from June 23-25 as part of its campaign. During the press conference, a tasting session was conducted for the attending media. Conducted by Italian expert Mr. Michele Labarile, the tasting session provided in-depth information on European Olive oils and a first hand experience on how to recognize quality by tasting as custom in European countries. Celebrity Chef Vicky Ratnani talked about how olive oil can be effectively utilized as a part of Indian cuisine and demonstrated how dishes can be fried in Extra Virgin Olive Oil. Ms. Ishi Khosla, renowned nutrition consultant spoke about India's health profile and the benefits of olive oil. "It is high time, Indians start taking their health concerns more seriously. The country is sitting on a health time bomb and is now number one in cardiac patients with over 10% population affected; 31% of urban Indians are either overweight or obese and over 100 million people in India have high blood

pressure. Clearly there is something drastically wrong between what we eat and how we live. Incorporating olive oil in our cuisines will be a perfect start." Also present at the press conference was Mr. V.N. Dalmia, President, Indian Olive Association who spoke on the growth of the olive oil market in India.

Benefits of Olive Oil 7 Very Healthy Reasons to Turn to Olive Oil

by Editor on October 4, 2009 Olive oil is commonly used in the Mediterranean diet (one of the most recommended for a healthy lifestyle) and you may have heard of the olive oil brings many benefits. You may have also heard that Extra Virgin Olive Oil is even better for your health. However, I can tell you that even in those household where this great natural resource is regularly used, people may not know what the main benefits of olive oil are.

Olive oil benefits - Driking fresh olive oil Olive oil is probably one of the oldest oils to be used by many civilisations and its use dates as far back as the Egyptian Empire! These archaic societies discovered the benefits of olive oil by using it over the centuries but recent research has proven olive oil health benefits in the following areas:

1) Olive oil reduces the of risk of cardiovascular diseases

In those Mediterranean countries where olive oil is consumed a lot, (such as Greece, Italy, and Spain), there is a low incidence of cardiovascular disease. The mild vegetable mucilage in olive oil helps protect your bodys digestive tract.

2)Olive oil has shown beneficial effect on ulcers and gastritis

Using olive oil as main dressing oil helps preventing constipation and in general maintains the digestive tract in good health.

3) Olive oil helps to reduce blood pressure

A study was done in 2002 that showed that Virgin Olive Oil might help with lowering cholesterol. (See: Effects of an onion-olive oil maceration product containing essential ingredients of the Mediterranean diet on blood pressure and blood fluidity). The results? After one week of taking olive oil daily (minus any good foods and drinks or fatty foods), the blood tests showed that the participants had higher levels of phenol and Vitamin E in their bodies. The study shows you how powerful olive oil can be and how it can help control healthy cholesterol levels.

4) Olive oil eases or prevents diabetes

Olive oil provides a diet high in monounsaturated fat. Researchers in Spain published an article in The American Journal of Clinical Nutrition in September 2003 has shown calorie-controlled diabetic diets high in monounsaturated fat do not cause weight gain and are more pleasing to eat than low-fat diets.

5) Olive oil lessens the severity of asthma or arthritis

Regular use of olive oil has been associated with lower rates of asthma and rheumatoid arthritis. The monounsaturated fats in olive oil are used by the body to produce substances which are relatively anti-inflammatory. By reducing inflammation, these fats can help reduce the severity of arthritis symptoms, and may be able to prevent or reduce the severity of asthma

6) Olive oil can possibly help in the prevention of colon cancer

While most other fats are associated with an increased risk of colon cancer, olive oil is actually associated with a reduced risk of this disease. Olive oil contains 77% monounsaturated fatty acids, 14% saturated fatty acids, and 9% polyunsaturated fatty acids, plus vegetable mucilage and Vitamin E. Monounsaturated fatty acids are far less easily damaged by oxygen than other types of fat. They are therefore less likely to produce free radicals, which damage cell membranes and can cause Cancer.

7) Olive oil moisturizes skin and slower aging process

Olive oil is rich in vitamins A, B-1, B-2, C, D, and Iron. Most importantly, olive oil helps the body to maintain strong levels of vitamin E, which is a great helper in delaying the aging process. You can also use olive oil as face moisturizer since the healthy fatty acid existing in olive oil encourage soft and suppler skin.

Conclusive notes
Suggestion: Please remember, though, that heating the olive oil and ingesting it that way will most likely not benefit you much. The olive oil needs to be ingested right from the bottle. Otherwise, it would not benefit you much if any.

Curiosity: You might not realize the other significant olive oil uses such as its power to restore shine in your shoes, help with a stuck zipper on a bag or clothing, and yes, in doing away with squeaky hinges. If you are worried that your garden scissors will eventually rust while in storage, try to coat the blades with olive oil. Its an capable agent in preventing the build up of rust. This goes the same way with your razor, just swab a cotton ball with olive oil then apply on the blades.

1.Olive Oil and 2.Olive-Pomace Oil

The oils must meet certain criteria for each category. They cannot be mixed with any other type of oil, must pass a sensory analysis by a certified panel of tasters, and meet the analytical criteria. The standard indicates all the tests used to determine genuineness and purity as well as the legal requirements for the label. Olive oil is defined as oil obtained solely from fruit of the olive tree. Virgin oils are extracted only by mechanical means that do not lead to alterations in the oil. The numerical sensory values for each of the first three grades (extra virgin, virgin, and ordinary virgin) come from olive oil ratings by a qualified taste panel that has been officially recognized by the IOOC. The majority of the tasters, usually 5 of 8, must agree statistically on the olive oil ratings indicating the same defect, if any is present and similar intensity for fruitiness, bitterness, and pungency.

1.Olive Oil
- These olive oil grades are obtained solely from the fruit of the olive tree and do not include oils extracted using solvents, re-esterification processes or any mixture with oils of other kinds (seed or nut oils). Virgin Olive Oils (first three listed below) are obtained solely by mechanical or physical means under thermal conditions that do not lead to alterations in the oil; using only treatments such as washing, decantation, centrifugation, and filtration.

A: Extra Virgin Olive Oil

- This oil has zero defects and greater than zero positive attributes. The majority of the tasters indicated that it is not defective and has some fruitiness. Extra-virgin oil has a free acidity of less than 0.8 % and conforms to all the standards listed in its category. This is the highest quality olive oil grade. Extra virgin olive oil should have clear flavor characteristics that reflect the fruit from which it was made. In relation to the olive variety, fruit maturity, growing region, and extraction technique, extra virgin olive oils can be very different from one another.

B:Virgin Olive Oil

- This is oil with a sensory analysis rating from 0 to less than 2.5, a free acidity of less than 2%, and conforms to all the other standards in its category. These are oils with analytical and sensory indices that reflect slightly lower quality than extra virgin olive oil.

C: Ordinary Virgin Olive Oil

- Oil with a lower organoleptic (sensory) rating of 2.5 to less than 6.0, a free acidity of less than 3.3%, and conforms to all other standards within its category. It is inferior oil with notable defects and is not permitted to be bottled under European Union (EU) laws, so it is sent for refining. The EU has eliminated this category and other regulating agencies are likely to follow. It will simply be absorbed into the lampante category.

D: Lampante Oil
- Oil with severe defects (greater than 6.0) or free acidity of greater than 3.3%, and meets with the other standards in its category. It is not fit for human consumption and must be refined. These olive oil grades come from bad fruit or from improper handling and processing.

E: Refined Olive Oil

- Oil obtained from virgin oils by refining methods that do not alter the initial glyceride structure. It has a free acidity of less than 0.3 % and must conform to the other standards within its category. The origin of refined olive oil must not come from the solvent extraction of pomace. The refining process usually consists of treating bad virgin oil/lampante with sodium hydroxide to neutralize the free acidity, washing, drying, odor removal, color removal, and filtration. In the process, the oil can be heated to as high as 430oF (220oC) under a vacuum to remove all of the volatile components. Refined olive oil is usually odorless, tasteless, and colorless. It is not fit for human consumption in many countries including the EU.

F: Olive Oil
- Oils that are a blend of refined and unrefined virgin oils. It must have a free acidity of not more than 1% and conform to the other standards within its category. This grade of oil actually represents the bulk of the oil sold on the world market to the consumer. Blends are made in proportions to create specific styles and prices. Olive oil grades in the US labeled as Extra Light would most likely be a blend dominated by refined olive oil. Other blends with more color and flavor would contain more virgin or extra virgin olive oil.

2.Olive-Pomace Oil
- Oil obtained by treating olive pomace with solvents. It does not include oils obtained in the re-esterification processes or any mixture with oils of other kinds (seed or nut oils).

A: Crude Olive-Pomace Oil

- This is the solvent extracted crude oil product as it comes out of the pomace extractor after distillation to separate and recover most of the solvent. EU law also defines any oil containing 300-350 mg/kg of waxes and aliphatic alcohols above 350 mg/kg to be crude pomace oil. It is not fit for human consumption, but is intended for refining.

B: Refined Olive-Pomace Oil

- Oil obtained from crude pomace oil by refining methods that do not alter the initial glyceride structure. It has a free acidity of not more than 0.3% and its other characteristics conform to the category standard. Refining includes the same methods used for refined olive oil except that the source of the raw product comes from pomace by means of solvent extraction. It is not fit for human consumption in many countries and under EU laws.

C: Olive-Pomace Oil
- A blend of refined olive-pomace oil and virgin olive oil that is fit for human consumption. It has a free acidity of not more than 1% and must conform to the other standards within its category. In no case shall this blend be called olive oil. So, those are all of the olive oil grades as set out by the IOOC, but what does that mean to you? Learn more about the characteristics of Extra Virgin, Virgin, Ordinary Virgin, and Refined Olive Oil. Click here for information about the USDA olive oil grade standards

. Black pearl of the Mediterranean, olive adds health and beauty to our lives with its existence at all times. It brings the gleaming Mediterranean sun which filters through tree branches and twigs and warm breezes to our tables. It spreads some warmth in us. It warms the cockles of our hearts fruit by fruit or drop by drop; it makes us smile. Olive and meals with olive oil decorate our tables; gives peace, health and beauty to our lives.. And just for this reason, it has been indispensable in this land for 6000 years. Welcome to the motherland of the olive.

producers. For a successful penetration of organic olive oil into new markets, however, continuous improvement is required. Achieving a maximum of quality is something that would be a guarantee for the economic survival of the sector in the face of competition (Fotopoulos. and Pantzios, 1998). This could be done through evaluating first customer satisfaction, which is the objective of this research. Customer satisfaction is considered to be a modern approach for quality, and quality is a term that needs to be defined. People tend to prefer products from certified food companies (ISO 9000), notifying the need to improve quality. Since the connection between quality and customer satisfaction is becoming obvious, measuring customer satisfaction could lead to correction actions in order to raise quality. In this way, customers preferences and expectations regarding certain characteristics of the product are provided, allowing for its further market development. Customer satisfaction of course, is a notion that has recently started to concern the agricultural sector and it is worth mentioning that it is considered to be a pioneer in the field of agricultural products, let alone organic ones. For this purpose a survey was conducted in the region of Thessaloniki and a sample of randomly selected organic olive oil consumers were asked to express their opinion towards some characteristics (health, price in relation to quality, package, specific characteristics, promotion & disposition) of organic olive oil. A comparative analysis between organic and conventional olive oil is also included, in order to find out the strengths and weaknesses of organic olive oil compared to the conventional one. The method that was developed for measuring and analysing customer satisfaction is called MUSA (MUlticriteria Satisfaction Analysis). It is a multicriteria ordinal regression model and its basic assumption is that customers global satisfaction depends on a set of consumerassessed criteria, which represent the characteristics of the product

Promotion includes a business' activities to communicate with prospective customers about a product to convince them to use it. This includes newspaper, radio and television advertising, press releases, billboards and websites. What matters the most in promotion is the promotional objectives, available resources and the company's philosophy. Effective promotion persuades the customer to relate to the product being marketed.

1. Sales Promotion
o

There is a sales promotion in almost every shop you enter. That promotion technique is not only intended to give value for your money, but to make you leave the store happy and return later, possibly with family or friends. Sales promotion involves short-term techniques -- incentives -- to encourage customers to use a product. One technique commonly used in sales promotion is the use of time-limited coupons to woo customers to purchase a product while the offer is valid. This technique, according to Inc. Magazine, introduces new products, clears out inventories, attracts traffic, and aims to lift sales temporarily.

Advertising
o

Advertising aims to generate increased consumption of a product or service through branding. Mostly, it involves paid promotions through television and radio, print publications, the Internet and other media outlets. The promotion technique includes the name of the product and the value it offers the targeted customer. The name or image of the product appears repeatedly in a bid to woo consumers to the product or service. Businesses will spend about $760 billion on promotions by 2020, according to a Jack Myers "Media Business Report" released

in February 2011. This includes all Internet display ads, search tools, interactive TV, video, digital assets of traditional media and mobile and social media.

Public Relations
o

This is publicity using third-party sources -- particularly the news media -- to spread information about a product. You can issue a press release that will promote your product in the media when quoted favorably. Public relations is almost free advertising because you do not pay the news media directly to report on your product. PR aims to generate positive publicity for your company as well as your product. The integrity of your company plays a central role in marketing. For instance, consumers are increasingly shopping with concern for the planet. Was the environment taken into account when manufacturing your product? If not, a customer might decide to shop elsewhere. You should not only care about profit, but the welfare of the environment and the community as well.

Personal Selling
A sophisticated product or service might require personal selling. This technique involves personal contact between sales representatives and those who make purchasing decisions, or consumers. It involves face-to-face or telephone promotion. The advantage of personal selling is that the sales person instantly clears any doubts the prospective customer might have. The other advantage of this technique is that the message can be altered if the desired behavior from the targeted customer does not occur. The drawback is that it is far more costly than other promotion techniques, based on high cost per action. CPA is a yardstick of success for promotion spending. Person-to-person contact is expensive because of the money required to support sales staff. According to knowthis.com, it costs around $300 in some industries each time a salesperson contacts a potential customer. 2. International Olive Council (IOC), the Spain-based intergovernmental organisation of olive producing countries promoting olive products worldwide, has chalked out plans to convert India as a leading olive oil consumer in the years to come. 3. IOC will launch olive promotional campaigns in the country during the next three years , said VN Dalmia,president, Indian Olive Association , who is also the chairman, Dalmia Continental Private Ltd (DCPL). IOC has earmarked 4,00,000 euro to undertake campaign in the first year. This is the first time IOC is launching promotional campaigns in underdeveloped countries, Dalmia said. The main agenda of the IOC is to bring down the import duty from the current 50% to 25% while urging the Union government for amendments to food law to align the standards of olive oil with the international standards, which will result in increase of consumption in India. If the government reduces the import duty, International Olive Council (IOC), the Spain-based intergovernmental organisation of olive producing countries promoting olive products
o

worldwide, has chalked out plans to convert India as a leading olive oil consumer in the years to come. IOC will launch olive promotional campaigns in the country during the next three years , said VN Dalmia,president, Indian Olive Association , who is also the chairman, Dalmia Continental Private Ltd (DCPL). IOC has earmarked 4,00,000 euro to undertake campaign in the first year. This is the first time IOC is launching promotional campaigns in underdeveloped countries, Dalmia said. The main agenda of the IOC is to bring down the import duty from the current 50% to 25% while urging the Union government for amendments to food law to align the standards of olive oil with the international standards, which will result in increase of consumption in India. If the government reduces the import duty,

Olive oil has been part of the human diet for more than 5000 years. These millennia of human experience, plus modern research, indicate that olive oil is beneficial to health, and that we can safely include it in our diet. In fact, olive oil has been singled out as contributing to the health of Greek centenarians.
Olive oil is almost unique among oils in that it can be consumed in the crude form without refining. This has the effect of conserving all its vitamins, essential fatty acids, and other nutrients. Because it contains all these nutrients, including powerful antioxidants, real extra virgin olive oil is beneficial to health and protects us from damage by free radical oxidation. Cell membranes contain fatty acids that are highly susceptible to free radical damage. This damage produces lipid peroxides that can kill the cell. Real olive oil contains polyphenols, vitamin E, and other natural antioxidants that prevent this damage. Numerous studies show that olive oil reduces cholesterol, lowers blood pressure, inhibits platelet aggregation, and lowers the incidence of breast cancer. Because it is so rich in antioxidants, olive oil appears dramatically to reduce the oxidation of LDL cholesterol, thereby preventing heart disease. These same antioxidants also add to the stability, shelf life, and flavor of the oil.

Our modem chronic disease problems are the result of radically changing, in a short period of time, the fundamental parameters of human existence, namely: diet, environment, and behavior. One of the most fundamental changes in our diet has been the kind and the amount of fats and oils that we consume. For example, the consumption of hydrogenated oils has proved to be a disaster for human health. Hydrogenated oils have been implicated in both cancer and heart disease epidemics. In fact, all modern processed oils are injurious to human health. To reverse our pandemic of chronic disease, we have to return to eating a more traditional diet, and high quality olive oil can safely be included in that diet. It's not so much that olive oil should be added to the diet, as much as healthy, real olive oil should be used to replace the unhealthy, processed oils now being consumed.

Marketing olive oil industry

Executive Summary

The industry of olive oil is very competitive globally. There are large manufacturers of olive oil in Italy, Greece and Spain. One of the most popular producers is the Unilever. In Australia, olive oil is widely used, although they import most of their olive oil products, there also some supermarkets that produced their own olive oil. It was predicted that in 2008, the quality of produced olive oil will only be surplus. That is why, in Australia, producing their own local olive oil to replace the imported olive oils is seen to be the solution to the problem. However, this solution will sacrifice the pricing and distribution of their olive oil products. This study aims to analyzed the above mentioned problems and hopefully, will come up with comprehensive recommendations to its solutions using the concepts and marketing strategies.

I.

Case Background

Olive is considered to be the most essential for the diets of the health conscious people. According to some researchers, people in Greece and Southern Italy lived long and healthy lives. Illnesses such as heart disease were almost not popular among them, unlike in many Western countries. Aside from these benefits, olive oil has monosaturated fats, researchers are now discovering that it is more advantageous when

it comes to the dozens of potent, anti-oxidants and related compounds. Olive oil also gives more flavors to food especially extra olive oil.

There are well-known brands from Italy although Spain is the largest producer globally. While, Bertolli is produced by the well-known Unilever, there are no dominating brand globally especially in USA, UK and Australia, the major supermarkets in this country have their own olive oil that dominates the industry locally. Australian manufacturers, like Barkworth Group, developed Viva brand and distributed in the local market.

There are 1200 million olive trees in the world and 2.5 million tons are produced every year, and 50% of these are extra virgin. European Union and Tunisia produce 85% of the oil. According to the Olive Oil Council, the UN-authorized production is funded by the EU and predicted that by 2008 there will be 126,000 tons of world surplus which means 4% of the over all production.

In Australia, production will be proportioned to the consumption in 2006. Most manufacturers are exerting their efforts to produce extra virgin and will sell it for $30 per 500ml. These oils will be of high quality however it is strong flavored and dark in color, not the kind the consumers buy.

II.

Case Issues

According to the case, the following issues were identified:

Production is forecast to move into a surplus quality by 2008.

Australia has imported most of their olive oil.

Price will be the problem if home-produced oil replaces imported oil.

Olive oil consumption is considered to be a commodity and it is sensitive to price and promotion.

Current olive oil prices in Australia are not motivating the consumers.

Short term consumption prospects for olive oil in Australia and extra virgin olive oil will most likely take up some of the share of the other quality of olive oil.

SWOT Analysis

The SWOT Analysis of the company is made to show the companies potential against new entrants and its advantages over them. SWOT ANALYSIS Strength Weakness Opportunities diversification (selling extra virgin olive oil in supermarkets) plans to sell extra virgin olive oil locally and globally increasing adoption of market research future outlook to include seating possibility to extend to pre-order foods seasonal downturns (summer) high product wastage poor peak time control decline in traditional staples of olives late delivery / arrival times strong brand association nationwide coverage unique products and ingredients growing profit, earning and dividend growth sound reputation of quality products ability to expand to supply base to meet sales good product and market knowledge strong market research team.

Threats competitors hot weather increasing health cautious society increasing cost of ingredients bad media coverage of olive oil industry increased concern for hygiene increased government regulations in relation to hygiene and contents of ingredients.

BCG Analysis The business of olive oil is successful because based on its BCG analysis, the following benefits were achieved over the years. Financial Stability Financial stability is crucial especially in the pursuit of research and development activities. In the olive oil industry, it is important to remain updated with the latest technological developments that can be used to improve production to be able to stay competitive in the market.

Excellent Product Performance and Price

Manufacturing best olive oil products comes as a result of well-funded research and development activities. The strong performance of these products in the market could also be linked to their cost-effectiveness.

However, the company has to be aware of the positioning in terms of process so as to maintain satisfactory profits margin and remain competitive in the market.

Effective Distribution of Products

High brand awareness among the buyers has created the need for aggressive marketing, and access to strong distribution channels is critical for the introduction of new olive oil products.

Economies of Scale and Scope in manufacturing and research and development arising from its numerous facilities situated in the worldwide.

Unique Quality Technology

The olive oil company should commit to research & development activities have always been one of its top strategies to remain competitive in the market.

Differentiated Products

Through the production and marketing of differentiated products originating from their research and development activities, the olive oil company is able to create its own firm-specific advantages. The continuous pursuit of research and development processes enables the company. to produce a steady stream of originally differentiated products which makes it difficult for competitors to find substitutes.

Because of this differentiated approach, the company. is able to market their products worldwide, which enables them in turn to maximize the returns on research and development expenditures (, 1997).

There is definitely a need to reconcile both the inside-out and outside-in capabilities. While the olive oil company business strategy involves focusing on the results of the B.C.G. analysis with market position following its resource base, the company will be put into a disadvantageous position should it choose to neglect both the macro as well as industry environment. Therefore, the company has to be aware of the latest technological changes, as well as changes in political, economic, legal and even demographic trends in order to develop the outside-in capabilities, such as market sensing, customer linking, channel bonding and technology monitoring ( 2002).

BCG Matrix of the Company

The olive oil company can be considered as a cash cow because it distributes extra virgin olive oil to its consumers and equipped with new innovative olive oil products such as salad dressings and other famous delicatessen in Australia. At the same time the company can also be considered as Stars because they put a lot of efforts to increase the awareness of their consumers to the positive effect of using extra virgin olive oil to their health.

III.

Case Analysis

In the case of the extra virgin olive oil industry, there are multinational competitors based in Italy, Spain and EU. However, these companies cannot sustain the consumption of olive oils globally and will lead to low quality oils in two years. That is why Australia is trying hard to produce high quality olive oils for national consumption. The relationship of the case issues is simple, using the law of supply and demand, there is a very large demand for high quality olive oil, then there should be more large supply of high quality olive oil.

In terms of ingredients, olive oil uses approximately millions of olives. For each ingredient, there should be many suppliers globally. In addition, due to its strong relationships with suppliers, the company became the first in adopting a number of new technologies around the world.

Competitive advantage has always been an issue in business. The olive oil industry issues can be analyzed using Porters five forces model. An industry is a group of firms that market its products closely substituted from each other. According to (1980), some industries tend to become more profitable and competitive than the others, hence, an existing industry such as the Extra Virgin Olive Oil should always remember that their industry will only survive by utilizing a strategy that would enhance the competitiveness of the business. Using Porters Five Forces Model, the analysis of the industry sector of the Extra Virgin Olive Oil will be analyzed .

New Market Entrants

Porters Five Forces Model includes threat of entrance of new industries. Primarily the goal of the Extra Virgin Olive Oil is to establish a position in the olive oil industry and to become a company that would always be competitive in the marketing arena. Extra Virgin Olive Oil is considered as a small company in the olive oil industry, that will compete with large companies like Unilever, and other olive oil manufacturers from EU and, Italy and Spain is not necessary unless the one who will handle such company will have the strategy to outgrow them.

Supplier Power

It is said that the conditions and the present arrangement in the olive oil supply market largely determines the extent in which effective competition can be achieved. The bargaining power of a supplier could be a threat for the profit of the company, and Extra Virgin Olive Oil should be very much aware of it. In this manner, Extra Virgin Olive Oil is should try to have a good contract with its supplier. Herein, the company should make it sure that they are also benefited in the said contract while the suppliers enjoy the agreement with them ( 1989). In

this kind of business, there is only a limited competition in the olive oil supply market. The company must avail their olive oil resources from local suppliers in Australia. This limited competition in the olive oil supply market illustrates a major obstruction to competition in terms of olive oil market.

Competitive Rivalry

The company should dominate the extra virgin olive oil in the Australian market. This means that the company should stay top of the competition among other olive oil company at least in Australia. The company should enjoys its competitive position in the region and still trying to sustain its competitive advantage among its rivals.

Buyer Power Porters also include in his model the concept of the bargaining power of Buyers. Hence, the Extra Virgin Olive oil secure that their clients and customers in all aspects will be satisfied for the quality products they provide. Specifically, the company has focused their marketing approach on the demands and needs of the buyer for an energy source that satisfies the and heavily positioned their products in this segment . The company should also use their environmental responsibility as a good public image to make the company more appealing to their customers. The competitive aim of the company is to do significantly a better job of providing what buyers are looking for and, thereby enabling the firm to gain competitive advantage and out compete rivals within the marketplace ( 2003).

Threats of substitutes

In terms of threats and substitutes, although the company is aware that there were threats for substitute products, specifically now that technologically advanced materials are used to find new sources of oil which is more environmental friendly, the company still have the assurance that their quality service and the satisfaction they give to their clients and customers will hinder any substitutes to have their way.

IV.

Recommendation

Market Segmentation

The new olive oil products should be introduced by the company will be a plain, extra virgin olive oil. This new product will be named as Extra Virgin Olive Oil once it is already launched. As observed from both the desk and consumer research, new olive oil ideas will be supported by a huge market, increasing the possibility of a successful product launch. Another rational for developing this olive oil product is based on the companys aim to meet the needs and wants of the customers (1990). The olive oil seems to be a major choice among consumers, particularly among women respondents. The preference for olive oil serves as the gatekeeper when deciding on what olive oil to buy. Thus, by concentrating on this particular gatekeeper, the chances for the success of the new product will be increased.

Another factor that motivated the company to create this new product idea is the increasing awareness of local consumer on the importance of healthy eating. When healthy food choices are taken into consideration, olive oil normally do come into mind. The company intends to make their consumers be aware that by creating a product that suits consumer palate and good for the health. This aim can be achieved through the use of olive oil in their other food products and delicatessen as the main component.

Packaging The package will be designed in a way that will represent the products image as healthy, creating a strong appeal to the adult female target market. The selected combination of colours for this product will be white and blue to reflect attractiveness, with the addition of a

beige colour to represent its olive oil content. The product will be manufactured in 250 ml and 500 ml packages.

Pricing

The price recommendation for the new product is based on the research done for consumer price preference as well as the calculated costs that will entail the product production, promotion and distribution. For the pricing aspect, the company proposes a $22.50 and $55.00 price values for the 250 ml and 500 ml Extra Virgin Olive Oil packages respectively. The products will be distributed through the companys extensive network of wholesalers and retailers. Specifically, the product will be distributed initially on the through supermarkets, big and small retail stores, and sweet and gift shops as well as in other related establishments found nationwide.

Promotion

The communication strategies that will be used by the company in launching Extra Virgin Olive Oil will be an integrated approach of three marketing approaches: print, television and the internet. These three approaches were selected as the company believes these are the strategies capable of attaining faster market response.

Print. The new product of the company will be advertised using print media by means of newspaper and magazine advertisements, billboards and posters.

Television. A television commercial will also be launched by the company as a means of marketing strategy. Basically, the concept of the commercial will feature female adults and the product. The main idea is to emphasize on the good taste and healthy content of the product.

Internet. One of the recent and most effective communication strategies in marketing is the internet. By means of the companys own official website, the new product can easily be advertised and put on sale. Moreover, internet marketing will be a useful tool for the company in preparation for international distribution. By measuring and evaluating the response of international consumers of the company regarding the new product, the company will be able to determine the right time to market the product on the global level.