Commercialization of Traditional and Regional Products as Innovation on the Market

In the process of product's commercialization a variety of marketing techniques, both ethical and not ethical (i.e. manipulation techniques) are used. They vary depending on the subject of commercialization. No matter that, new, innovative ways to reach and convince consumer to the offered product are always being looked for. Regional and traditional products, in the context of the market process, can be considered innovative. Their most important attributes are long, at least 30 year tradition of producing, high-quality ingredients from the region and method of production and authenticity. These features should be highlighted in the marketing in a special way. To do this, theoretical methods for the commercialization of these products can be created, but their clash with the realities of the market can really reduce their effectiveness. Therefore, the aim of this study was to identify effective methods of implementation and maintenance of traditional and regional products on the market. The study was conducted in two groups of respondents: producers of traditional and regional products and their consumers. The purposeful sampling has been made. The method of focus group interview was applied. Respondents were asked about these products' value for customer, willingness to pay by consumers, manufacturers' cost, purchase convenience and communication between producer and consumer, consumers' and producers' satisfaction, the commitment on both sides. Obtained results showed, that consumer expectations of traditional and regional foods are inconsistent with the marketing strategies of manufacturers. Consumers do not pay attention to the origin (territoriality) and traditionalism, much more important for them are high quality which indirectly guarantees high health benefits, freshness, and the availability of products (e.g. possibility of buying in big chain stores or over the Internet). Regional products create new opportunities for innovative marketing enrolling in a sensory and nostalgic marketing, and the creation of modern distribution channels and marketing communications. The aim of the study was to show, that traditional and regional products can be positioned on the market as innovative products. There is an opportunity for them to be sold in new channels of distribution. Manufacturers have to notice that consumers perceive regional and traditional food as high quality, fresh and healthy products and have to emphasize these features of traditional products.