Marketing 

PSA's previous three year marketing strategy reached its peak with the International Year of the Potato in 2008.
During this period PSA received about R12 million worth of free media coverage. In the light of this success the Marketing Committee of PSA received instructions to formulate another 3-5 year strategy by consentrating on certain focus areas. Furthermore, a key strategy criteria is that results are measurable.

In order to identify the new strategic marketing vision, certain questions
were used as quidelines, namely:

• Where are we now?
• Where do we want to be?
• Where can we go within the budget?
• Who is the target market?
• Who is our competition?

Marketing vision
To grow the local and foreign consumption of South African potatoes in order to ensure sustainable
potato production for the South African potato producer.
 

The primary target group which has been identified, is the LSM 4-7 group
(which includes 62% of the population). 

Important issues that  influence the consumption of potatoes as well as the marketingstrategy and -vision directly, are:

• Supply - availability
• Price/value for money
• Quality - belief in the product
• Perceptions - Convenience - Health 
• Culture
• Exports - Processing
• Promotions/advertisements/packaging
• Ethics - preference and taste

The marketing startegy provides for measurement and control with regards to the following target areas:

•          Product related strategy (What do we offer?)

•          Place related strategies (Where?) Convenient and within reach.

•          Price related strategies (Value for money).

•          Promotion related strategies (How are we going to promote the product?)