name “buffalo” refers to different species of cattle originating
from the tropical regions of both Africa and Asia, living in a wild as well
as domesticated state.
Of the three products provided by the buffalo, the most important is unquestionably milk, destined to satisfy the needs
of the dairy market, followed by meat products and hides . Efforts are
presently being put forth to expand and valorise the market pertaining
to the second and third group of products.
The buffalo as a source of quality meat. The consumption of meat over the centuries, and buffalo meat : an additional resource.
As opposed to breeding customs in Eastern European
countries, in Italy, cow buffalo have traditionally been bred for
milk production and not as a source of meat and this attitude is still prevalent
The total number of buffalo in the region
of Campania, which accounts for almost all the animals nation-wide in Italy,
equals about 150,000 head of which 70% are lactating and this percentage
calculates into about 100,000 births during the year.
The qualities of buffalo meat, characterised
by a low level of cholesterol, a minimum fat content, a clean separation
of the layer of fat from the layer of muscle, a rich natural iron content
and a high nutritional level, together with an ever growing information
campaign have resulted in a recent increase in the consumption of fresh
Large number of animals pertaining to the buffalo species in various poor countries where the cost of raw materials would be very low.
Possible penetration into Islamic and Jewish markets.
Possibility to create a new product certified and guaranteed by Italy.
In actual fact, cow buffalo ham is a cured meat capable
of being marketed and exported without excessive risks of spoiling. It should
also be remembered that cow buffalo are most present in the swampy areas
of India, China, and Pakistan, where the technologies necessary to best
take advantage of and valorise the large-scale potential of this product
are not available.
Available Budget totalling Lit. 13 billion
The publicity campaign will have to be aimed at both
a niche market such as specialised restaurants as well as the mass market
where it must capture the attention of consumers and arouse their interest
and desire to buy the product.
The costs of the campaign are analysed below:
- 45% will be allocated to television commercials in that they represent the most important means of communication needed to establish an initial contact between consumer and product; the television commercials will be commissioned to an agency with an established, professional reputation.
- 20% will be invested in printed forms of advertising so that the consumer comes into frequent daily contact with our product..
The printed advertisements will be placed in national newspapers and specialised magazines pertaining to the sector.
Clearly, the design and creation of such advertisements will be carried out with a view to rendering the product immediately recognisable.
- 15% will be allocated to the organisation of meetings for specialised restaurant owners, in order topenetrate a niche market and eventually insert the product into people’s gastronomic traditions.
Meetings will also be arranged for food and dietary experts as a way of promoting the product’s image of a meat with dietetic and nutritional qualities.
- 10% will be invested in radio commercials, which will repeat the slogans chosen for the television
- commercials and printed materials.
- 5% will be allocated to the creation of placards and posters to call attention to and reinforce the image and quality of our ham.
- The remaining 5% will be utilised to produce brochures providing information about the ham’s
- nutritional qualities. These brochures will be distributed in food speciality shops and delicatessens .
- Plans also exist to create a non-profit association for experts and connoisseurs of food in general and of cow buffalo ham in particular.
The aim is to valorise and protect the product by means of two annual meetings: one national and the other international, during which it will be possible to sample and appreciate the improvements made in the production of the ham, with a prize being awarded to the most deserving companies. These gatherings could be promoted with the slogan Bubalus party.
Brochures 1,000 each
Newspaper insertions 1,000,000
Magazine insertions 2,000,000
Radio commercial 3 seconds 400,000
TV commercial 3 seconds 4,000,000
Specialised meetings 10,000,000
Posters 1,050 each
According to the data presently available, estimates regarding the total number of hams which can be produced in Italy per year settle at around 100,000. Assuming a number of sales days totalling about 300, we can estimate that about 330 hams will be available on the market on a daily basis.
Such numbers clearly indicate that cow buffalo ham must be treated as a product destined to a niche market, not only due to its peculiar dietetic and nutritional characteristics but also because, as a direct result of its exclusiveness, it would be classified as a delicacy and carry an exclusive price tag.
This choice would safeguard the product’s typical qualities and give added value to its production. The sales price would be fixed at around Lit. 90,000 per kilogram.