This export marketing plan summarizes Kriton Artos' plan to enter the Norwegian market with their "MIKIO MINI BREADSTICKS" product. The plan involves distributing the product through wholesalers to supermarkets in Norway with an annual sales target of €700,000. Key points include: 1) Kriton Artos is a Greek bakery producer that wants to expand sales of their "MIKIO" product line internationally. 2) Norway was selected as the target market due to their high bakery consumption, affinity for Mediterranean cuisine, focus on healthy diets, and ease of access through the European Single Market. 3) The plan is to distribute the product

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EXPORT MARKETING PLAN
“MIKIO” BY KRITON ARTOS
As Cretan… as it gets!
Course:
International Marketing
Instructors:
D. Skarmeas, K. Indounas
Student Group:
Βoula Alexandra
Gkionai Irena
Karamoutsou Aikaterini
Saxionis Konstantinos

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CONTENTS
Summary …………………………………………………………………………………..……………..02
1. Company & Product Profile
1.1 Product…………………………………………………………………………..…………....02
1.1.1 Specification …………………………………………………………………………..02
1.1.1.1 Packaging details…………………………………………………………..03
1.1.2 Technical Details…………………………….………………….............................03
1.1.3 Quality …………………………………………….…………………………………...05
1.1.4 USP/ Competitive Advantage ……………….………...…..............................05
1.2 Past Performance………………………………………....................................................06
1.3 Users ……………………………………………………………………....................................06
1.4 Market ………………………………………………………...................................................06
1.4.1 Market in Greece …………………………………………………………………..06
1.4.2 Competition in Greece……………………………………………………………07
1.4.3 Main foreign Markets ……………………………………………………………07
1.5 Distribution …………………………………………………………………………………...07
1.6 Promotion ……………………………………………………………………………………..08
2. Export Product / Market Match
2.1 Market selection ………………………………………………………………………......09
2.1.1 High Consumption of Bakery Goods ……………………………...……...09
2.1.2 Mediterranean Cuisine …………………………………………………………09
2.1.3 Healthy diet/no sugar …………………………………………………………..09
2.1.4 Single market benefit ……………………………………………………………09
2.2 Size of the Market ………………………………………………………………………….09
2.3 Costumer / Consumer …………………………………………………………………...10
2.3.1 Market Targeting ……………………………..…………………………………....10
2.3.2 Comparison with existing costumers’ profile …………………………11
2.4 Competition ………………………………………………………………………………......11
2.5 Export Product ……………………………………………………………………………...11
3. Objectives
3.1 Marketing Objectives ……………………………………………………………………..13
3.2 Financial Objectives …………………………………………………………………….....13
3.3 Organizational Objectives ………………………………………………………………13
4. Means
4.1 Product ……………………………………………….………………………………………..15
4.2 Pricing ………………………………………………………………………………………….15
4.3 Distribution …………………………………………………………………………………..15
4.3.1 Target consumer/Consumer group ……………………………………….15
4.3.2 Distribution & Shipping methods …………………………………………..15
4.4 Promotion ……………………………………………………………………………………..16
4.4.1 Brand Image …………………………………………………………….…………...16
4.4.2 Selection of Media ………………………………………………………….……...16
4.4.3 Total Promotional Costs …………………………………………………….….16
5. Action Plan ………………………………………………………………………………….…….17

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SUMMARY
This is the export marketing plan of Kriton Artos, a bakery producer, which enters the
Norwegian market through direct exporting. The exporting product is “MIKIO”, which will be
distributed through wholesalers to super markets. The company’s target is to achieve €700,000
sales annually.
1. COMPANY & PRODUCT PROFILE
Kriton Artos, located in Heraklion, Crete, is a small-sized company, founded in 2004 with the
acquisition of a family business that produced traditional Cretan pastries. In April 2005 Kriton
Artos started producing private label products for large supermarket chains. Ever since, the
product range has grown and it now includes three traditional Cretan Rusks production lines,
two snack production lines, two vertical flow pack packaging lines and two horizontal flow
pack packaging lines. Its maximum daily production capacity reaches 25.000 – 30.000 kilos of
final product. The company employs approximately 50 people. In February 2009, Kriton Artos
became a publicly traded company in the Athens Stock Exchange1.
1.1. PRODUCT
1.1.1. Specification
"MIKIO MINI BREADSTICKS” is an agricultural pre-packed long – life product and belongs to
the category of ‘rusks’. It comes in six different flavors2:
 graviera cheese & feta cheese
 sun-dried tomato & olives
 cretan greens & stamnagathi
 extra olive oil & oregano
 figs & raisins
 mini cookies with thyme honey & oat flakes
The product is in a small-sized package (mini snack), with black and silver colors. Ιn the
middle the name of the product is written with white big letters. Below is written the flavor of
the product in white letters in different colored frames, indicating the different flavors. There
is also a picture of each flavor. The products’ packaging consists of very high barrier, zero
permeability to air and moisture and emphasizes on the locality of the products (maintaining
traditions). The price is at €0,98 (supermarket price).
1 Kritonartos.gr
2 Kritonartos.gr

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1.1.1.1. Packaging details
1.1.2. Technical details

5. [4]

6. [5]
source: www.kritonartos.gr
1.1.3. Quality
Kriton Artos is the first company in the industry that has been certified by the IFS system, at
the highest level, and BRC. This certification coupled with the management’s philosophy that
has as its first priority the safe quality products, guarantees the high and constant quality.
source: www.kritonartos.gr
1.1.4. USP/Competitive Advantage
“MIKIO” products are made from 100% healthy, natural
raw materials, no preservatives and originate from Cretan - Mediterranean diet. They are
kneaded with extra virgin olive oil and their flavors come from real ingredients and not from
spraying flavors. Also, they are the only mini breadsticks in Greece, (all competitors’ products
are larger in size), which makes them more practical in consumers’ everyday life, for example
eating them in their workplace, during their break, when they are in the gym or when they are
shopping.

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1.2. PAST PERFORMANCE
Based on financial data posted by Kriton Artos, the company has recorded steady increase of
turnover since 2010. Gross profit has also increased through the years although net profits
and EBITDA have declined recently. In 2015, despite higher sales, the company posted net
losses €32,930 which was largely attributed to non-recurring costs, export and marketing
expenses.3
1.3. USERS
The target group of “MIKIO” consists of consumers with healthy lifestyle, who appreciate
Mediterranean Diet and seek high nutritional value.
1.4. MARKET
1.4.1. Market in Greece
In 2011 the baked goods industry was a €25-30 billion market in Greece4. Based on market
studies, Greece has 8.44 bakery enterprises per 10,000 people, the highest analogy in
Europe5(2012 data). The bakery industry in Greece is fragmented, which means that the
company’s market share is not very high (estimated below 5%).
Although the Greek market was somewhat saturated in 2014, Kriton Artos introduced an
innovative product, “MIKIO”, which offered the consumers new flavors, different from the
classic ones. “MIKIO” also benefited from a new trend that emerged in 2013 and gathered
pace in 2014, that of food service outlets serving sandwiches, freshly baked pastries and take-
away coffee. “MIKIO” also benefited from a trend which emerged during the economic crisis.
Greek consumers started buying local instead of foreign products to support the Greek
economy.
3 http://kritonartos.gr/media/1118/oikonomikes-katastaseis-2015-kritonartos.pdf
http://www.helex.gr/documents/10180/43440/1192_4699_2015_Greek_1.pdf/32c553d3-a047-4dd6-b365-d5ac636c168e
4
http://www.enet.gr/?i=news.el.article&id=314563
5
http://leo-fp7.eu/files/Bakery_and_Bakeoff_market_study.pdf

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1.4.2. Competitors in Greece
Competition in Greece is very high. The company is a follower in its market. The leader in
industrial bakery products, in the category of breadsticks, is E.J. Papadopoulos S.A. Main
competitors are TSANOS, Tsatsakis S.A., N. Tsatsaronakis S.A. (“TO MANNA”), Samaria and
Ferro’. Competitors’ prices are at the same range for approximately equal amount of product.
For example, Papadopoulou breadsticks (100g) cost €0,93-€0,99 (depending on the flavor)
and Ferro’s Macedonian breadsticks cost €0,98 for 80g (both are final supermarket prices).
Other competitors in the broader bakery industry include Karamolegos Bakery S.A., Elbisco, E.
& K. Stergiou & Co. as well as numerous PL products and artisanal bakery products.
1.4.3. Main foreign markets
The company’s exporting activities started in 2013. Today more than 20% of the company’s
turnover is generated by exports in countries such as USA, Germany, UK, Cyprus, China,
Australia, Netherlands and Sweden.
1.5. DISTRIBUTION
The company currently works with large retailers such as AB Vassilopoulos, Lidl, Masoutis,
Sklavenitis, Metro, Mart, Veropoulos, etc. and with some of the major firms in the field of
HO.RE.Ca. Responsible for the distribution of its products in Greece is “Kriton Paradosi”.
source: www.kritonartos.gr
Kriton Artos’s entry strategy in foreign markets is direct and indirect exporting. Its products
can be found in large retailers, through wholesale suppliers and brokers. For example, in

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Australia, Kriton Artos cooperates with wholesale suppliers such as Top Foods International.
For other markets the company cooperates with greek GAEA and relies on its distribution
channels6. The company also makes private label products for European retailers such as
Carrefour, Delhaize, Lidl7.
1.6. PROMOTION
The company recently (2016) renovated its website and applied aggressive marketing
techniques in order to promote its products. In foreign markets, Kriton Artos has a presence
in the exhibitions ISM and ANUGA to promote its products.
6 http://www.helex.gr/documents/10180/43440/1192_4699_2015_Greek_1.pdf/32c553d3-a047-4dd6-b365-d5ac636c168e
7 crete-exporters.co

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2. EXPORT PRODUCT/MARKET MATCH
2.1. MARKET SELECTION
Norway is the ideal country to place “MIKIO” products next for several reasons:
2.1.1. High consumption of bakery goods
In Norway people tend to consume many bakery products. A you can see in the table beneath
the profit margin of the bakery industry in Norway is 53%, a percentage quite close to the
Greek profit margin and one of the highest in Europe8.
2.1.2 Mediterranean cuisine
“ΜΙΚΙΟ” is a bakery product that can differentiate from Norwegian competitors thanks to
ingredients from the Mediterranean – cretan cuisine as well as its quality (Norwegians are
quality – oriented consumers).
2.1.3 Healthy diet/no sugar
The inclination of Norwegians to healthy diet is also a reason why that product can thrive in
the country. People who take care of themselves, also look for products that can help them
maintain their weight and continue their healthy diet without eating something sweet and
unhealthy. “MIKIO” is a healthy product combined with taste, so it has the potential to succeed
in that market.
2.1.4 Single market benefit
Norway is a part of the European Economic Area (European Single Market), so trade with
other European countries can be done easily. That means that Norway is an easy market for
Greece to penetrate and succeed in it. Kriton Artos will not have to pay tariffs to transfer the
products to Norway and that would be a huge advantage for the company as that can
maximize revenues and cut additional costs.
2.2. SIZE OF THE MARKET
According to several reports9, the production of bread and bread-related products in Norway
was the previous years around 203,000 tons. This volume indicates a good demand in the
country and Kriton Artos can gain the customers with its innovative, healthy and tasty
products.
8 http://leo-fp7.eu/files/Bakery_and_Bakeoff_market_study.pdf
9 http://www.euromonitor.com/bakery-in-norway/report

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Moreover, the production of bread in Norway has declined by 1% as the report shows us10.
That is maybe linked to the health awareness that all Norwegian people now have. This is
also an advantage for the company, because “MIKIO” is healthy and can appeal to the
Norwegians that seek healthy products. Except from that, bread consumption has risen from
32 milligram to 55 milligram per day three years ago. That shows us that Norwegians are
positive towards bread-related products and they trust these products.
Norwegian consumers tend to buy healthy products, made of natural ingredients. “Kriton
Artos” can capitalize on that and boost sales, because the “MIKIO” product is made of such
healthy ingredients.
2.3. CUSTOMER/ CONSUMER
2.3.1. Market Targeting
Norway is one of the wealthiest countries in the world with GDP per capita, at ΝΟΚ
781,043.58 (€89,741.21) in 201511. The country has a long and solid tradition of democratic
governance, with emphasis on consensus-forming and negotiated solutions to political
differences. Norwegians are wealthy with high purchasing power. Norway’s production
consists of mainly raw materials and semi-manufactured products, so many consumer
products are imported. The wealth in Norway is also evenly distributed, so every Norwegian
is an enabled consumer. Due to these opportunities, the competition is high, especially with
Scandinavian businesses. Three quarters of Norwegians live in the southern parts of Norway.
The rest of the population is dispersed to small centers around the country. Therefore,
because of the long distances and high transportation costs, it might be wise to focus the sales
efforts to the southern areas of the country.
Population in Figures
Total Population: 5,195,921
Urban Population: 80.5%
Rural Population: 19.5%
Source: Santandertrade.com
10 http://www.aibi.eu/wp-content/uploads/AIBI-Bread-Market-report-2012.pdf
11 World Bank
Purchasing
PowerParity
2012 2013 2014 2015 2016 (e)
Purchasing
Power
Parity (Local
Currency Unit
per USD)
9.11 9.21 9.09 8.96 8.95

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2.3.2. Comparison with existing customers’ profile
Greek consumers don’t have a big purchasing power. They prefer consuming dietary and
traditional products like “MIKIO” which are part of the Mediterranean diet and are considered
to be healthy and cheap. They consume packaged bread products as snacks or combined with
most of the greek meals.
2.4. COMPETITION
Competitive suppliers and possible product substitutes in Norway market:
 “Solrug”, by Magnus Högnäs
 Dutch crispcakes, dark sesame knackerbord, packaged rye bread by Bolletje,
 Floss crackers with cheese and coconut butter crackers by Jans
 Rice crackers by Bin Bin
 Black pepper bread, butter bread, garlic bread by Little Farm
 Malkist Crackers by Roma
 Fibre Crispibread by Orgran
The products’ prices ranges from €1.70 to €3.90 which equals to NOK 15.36 and NOK 35.24.
Rival products’ strength is that they have established a presence in Norwegian market but
their weakness is that they are made from materials that do not suit the healthy lifestyle of
Norwegians. On the other hand, “MIKIO” does not have a share in this market but it is made by
pure Greek ingredients that many Norwegians demand because they provide a healthier
lifestyle.
2.5. EXPORT PRODUCT
The existing competitive products are in a closed plastic package and their weight ranges
from 75 to 150 grams. “MIKIO” is also packaged in plastic and weighs 90 grams.

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According to Norwegian Food Safety Authority12, before exporting to Norway, the product’s
package must be translated to Norwegian. Also, the package must have all the necessary
information for the consumers. The product does not contain any pathogenic microorganisms,
illegal additives, pesticide residues, illegal content of genetically modified organisms (GMOs),
so there in no other adaptation to be made, only the package translation.
12http://www.mattilsynet.no/language/english/food_and_water/Commercial_import_of_foods_to_Norway/obligations_for_importers_of_foods_to_no
rway.11700

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3. OBJECTIVES
3.1. MARKETING OBJECTIVES
Kriton Artos’s objective for the first year is to penetrate supermarket chains (mass market)
and achieve presence in 310 selling points in Norway. The sales target is approximately
€700,000 for the first year. This target is consistent with sales volume of 565,000 units (5
units per day). The market share target is below 1%.
For the second year the target is to increase sales by 20% per selling point and increase the
selling points to 350.
For the third year the target is to reach 600 selling points and sustain 20% increase in sales.
The goal is to reach a market share close to 1% in three-year time.
Entry strategy: Mainly direct exporting. Indirect exporting through GAEA channels can also be
considered as an alternative.
Brand awareness: Will be achieved through in-store sales, promotion and advertising as well
as participation in trade fairs and expos.
Adaptation: The product doesn’t need substantial adaptation for the Norwegian market since
consumers are already familiar with Mediterranean diet and cuisine. Minor alterations in
packaging, such as translation into Norwegian as well as some highlighting of the PDO
(protected designation of origin) aspect will be applied.
Pricing policy: Penetration pricing, by taking into consideration the cost per unit, the
competitors’ prices and the market profit margin. The target selling price to wholesalers is
NOK 8,12 (€0,9) per unit13. The final price comes at NOK 11,27 (€1,25).
3.2. FINANCIAL OBJECTIVES
Production costs: €0,3 per unit, €169,500 per year.
Transport and distribution costs: €30,000 per year. We will need 12-13 truck containers for
565,000 units, at 2,500 euro per container (40’ ft).
Promotional costs: €50,000 per year
Total cost: €0,40 per unit allowing great profit margin (64%)
Gross mark-up: Approximately €0,5 per unit
3.3. ORGANIZATIONAL OBJECTIVES
Based on the company’s organogram14, close cooperation will be needed between the basic
departments of the company, portrayed below.
13 currency rate €1=NOK 9,02 at 4/1/2017
14 LinkedIn

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The supervision of the exporting activities will be managed by the Head of Marketing &
Exports Sales. The Marketing & Exports assistant will be assigned to coordinate the logistics
procedures and all contact with the Norwegian wholesalers. Communication with the
wholesalers will be needed once a month to establish inventory needs. The contract will be
reviewed in one year-time.
The Senior PR Manager will organize the promotional activities in Norway and the Plant
Manager will coordinate the production of the extra units.

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4. MEANS
4.1. PRODUCT
MIKIO is made of all natural, organic and PDO products such as feta, graviera, extra virgin
olive oil15.
Its production follows the control procedures for safety and quality. It is produced in a highly
equipped environment, from personnel that is being trained often. All the production stages
are controlled; production and hygiene procedures are constantly improved. Kriton Artos is
committed to comply with the laws and regulations of the Greek and European legislation and
with the bilaterally agreed customer requirements for safety and quality of the products.
The product is packaged in a plastic, very well closed, small bag. It has a photo indicating the
product and the ingredients that differentiate from the other products. It weights 90 g.
It is being delivered in pallets that contain 88 pieces of it, mainly through road and railway
transportation. It must be stored in a cool and dry place. It expires after 12 months of its
production.
4.2. PRICING
Cost-plus pricing: €0,6 (final selling price)= €0,4 (unit cost) + €0,2 (profit margin of unit cost)
The target selling price is at €0,9 and the final price at €1,25, significantly lower than
competitors’ prices.
The payments with the Norwegian wholesalers will be completed through Bills of Exchange.
Insurance: After transportation and payment transactions are completed, any problems with
the product can be fixed by the company in the next 30 days after the product is received.
4.3. DISTRIBUTION
4.3.1. Target consumer/consumer group
Our target group will be people who follow a healthy lifestyle. We are also interested in
customers that try new products and want something different. Differentiation is the key
advantage of the company, so we are willing to capitalize on that to the fullest.
Apart from these types of customers- who want new and healthy products- we also want to
target customers who appreciate the Mediterranean cuisine.
4.3.2. Distribution and shipping methods
The “wholesale” distribution model is the best strategy as the company is not familiar with the
retail customers in Norway. Selling will be handled by specialized retailers and wholesalers,
who have the “know –how”. It would be a great advantage for a company that enters a new
market to learn from the experienced ones.
15 Kritonartos.gr

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Trade Partner selected
The company will cooperate with partners that are established and have gained customer
loyalty. First attempt will be the collaboration with grocery wholesaler group NorgesGruppen
in order to distribute the MIKIO product line through its retail and grocery stores. The
company owns 1,750 grocery stores and 500 convenience stores (Kiwi, Meny, Centra, Ultra,
Spar, Mix etc). “MIKIO” will be selectively placed in Spar supermarkets (265 stores) and Kiwi
supermarkets (752 locations).
Pre and after sales services for customers
Kriton artos will decide about the design and the production of the products, but the
wholesalers will organize the way that the product will be sold. Kriton artos will give the
opportunity to the customers to send back defective products and replace them, so as to
capture and secure customers’ loyalty and interest.
4.4. PROMOTION
4.4.1. Brand image
MIKIO product is known in Greece as a healthy and traditional product. In Norway we will
also highlight these attributes as well as the PDO aspect.
4.4.2. Selection of media
The media in which the product will be advertised is the government-based TV channel “NRK’
and the TV2. These two channels have been selected, in order to make sure that the product
will be seen by a varied range of people in Norway. In order to reach a greater audience it
would be wise to air the ads on prime time, ideally between 8pm and 12 pm when TV viewing
is very high.
The product will also be featured inside the selected stores (through sales promotion). The
company will participate in agricultural trade fairs in Norway to increase the brand
awareness.
4.4.3. Total Promotional Costs
The average costs for the total promotional strategy (advertising, trade fairs and in-store
promotion) are approximately €50,000.

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5. ACTION PLAN
First of all, secondary data are bought and analyzed to choose market segments and selling
points. It must be identified to which gender and age group the promotion will mainly address
to. Having selected the specific market because of its increased demand in bakery goods, the
offer of “MIKIO” will be 47.080 units for the first month, and 10.000 units that will be
exported free of charge for promotional use in the distribution points. Communication tools
will be created, such as Company Profile and Product Description Brochures. Every month
47.080 product units must be delivered to the Norwegian market.
When the company makes all the deals with the distributors, the wholesalers and the local
advertising agent, it will proceed with the production of the units. By the time the production
finishes, the distribution process will have begun (scheduled to last 5-7 days). When the
products are placed in the distribution points, brochures and free sampling product units will
be given to potential customers.
Analysis of secondary data and export planning will be done by marketing and export sales
department. The marketing manager and assistant will make the arrangements with
wholesalers and distributors. The product units that will be produced monthly are
determined in collaboration with the production manager. The promotion process will be
done by the local advertising agent with collaboration with the Greek PR Manager.
Finally, the budget that will be used is 259,500 euro in total (the first year), from which
50,000 euro will be promotion expenses, 30,000 euro will be transportation expenses and
distribution costs and 169,500 euro will be used for production costs. Additional costs (i.e.
delayed payments from partners) are estimated at 10,000 euro.