• Skip to main content

International Olive Council

The website of the International Olive Council

International olive council logo
Linkedin icon Twitter icon
  • Health
  • Culinary
  • Sustainability
Contracts Grants Vacancies Patronage
Mail envelope Contact
Magnifier Search
Person icon Private area
Person icon
Menu icon
MENUMENU
  • About IOC
    • Welcome Message
    • Mission & Basic Text
    • Structure
    • List of IOC Members
    • Where we are
  • What we do
    • Standardisation and Research Unit
      • IOC STANDARDS, METHODS AND GUIDES
      • MARIO SOLINAS QUALITY AWARDS
      • IOC RECOGNITION LISTS
    • Olive growing, Olive oil technology & environment Unit
    • Financial Management Unit
    • Economic Affairs & Promotion Unit
    • Administrative Management and Human Resources Unit
    • Observatory & IT System Department
    • Health
    • Culinary
    • Sustainability
  • Olive World
    • The Olive Tree
    • Table olives
    • Olive Oil
    • Olive Oil & Health
    • Home-Cured Olives
    • Olive Museums & Routes
    • World Olive Tree Day
      • World Olive Day Celebrations
    • Recipes
    • Glossary
  • Observatory
    • World Olive Observatory
    • Private Area
    • Statistics carousel
  • Resources
    • Free Digital Publications
    • News
  • Standards
  • STATISTICS
  • Arabic
  • English
  • French
  • Italian
  • Spanish
Contracts Grants Vacancies Patronage
Mail envelope Contact
Magnifier Search
We are social
  • Linkedin icon
  • Twitter icon
MENUMENU
  • About IOC
    • Welcome Message
    • Mission & Basic Text
    • Structure
    • List of IOC Members
    • Where we are
  • What we do
    • Standardisation and Research Unit
      • IOC STANDARDS, METHODS AND GUIDES
      • MARIO SOLINAS QUALITY AWARDS
      • IOC RECOGNITION LISTS
    • Olive growing, Olive oil technology & environment Unit
    • Financial Management Unit
    • Economic Affairs & Promotion Unit
    • Administrative Management and Human Resources Unit
    • Observatory & IT System Department
    • Health
    • Culinary
    • Sustainability
  • Olive World
    • The Olive Tree
    • Table olives
    • Olive Oil
    • Olive Oil & Health
    • Home-Cured Olives
    • Olive Museums & Routes
    • World Olive Tree Day
      • World Olive Day Celebrations
    • Recipes
    • Glossary
  • Observatory
    • World Olive Observatory
    • Private Area
    • Statistics carousel
  • Resources
    • Free Digital Publications
    • News
  • Standards
  • STATISTICS
  • Arabic
  • English
  • French
  • Italian
  • Spanish
  • Health
  • Culinary
  • Sustainability
Tools icon

IOC NEWS

Home / Blog / Advanced course on olive oil marketing strategies
zaragora
Enviar noticiaShare Enlace a facebook Enlace a twitter Enlace a linkedin

Advanced course on olive oil marketing strategies

MADRID / 05.11.2013

An advanced course on olive oil marketing strategies is taking place this week at the Mediterranean Agronomic Institute of Zaragoza (IAMZ) from 4 to 9 November 2013. Co-organised by the International Centre for Advanced Mediterranean Agronomic Studies (CIHEAM), through IAMZ, and the International Olive Council (IOC), this very important event will bring together some of the top specialists in this subject area who will address every topic in the economics and marketing of olive oil.  The teaching aspects of the course have been overseen by the Vice Chancellor of the University of Jaén, Manuel Parras. The 29 participants are from 12 member countries of the IOC plus Palestine, 23 of whom have received a scholarship from the IOC (2 participants each from Algeria, Argentina, Egypt, Iran, Iraq, Israel, Jordan, Lebanon, Morocco, Tunisia and the European Union and 1 from Turkey) and five from IAMZ, to cover their travel and subsistence expenses and enrolment fees.


The course was officially opened by IOC Executive Director Jean-Louis Barjol, who gave a general talk on the current situation and trends on olive oil markets worldwide. Next to speak were M. Parras who gave lectures on the basics and general concepts of marketing management, strategic marketing planning and the marketing mix, and A. Olavarría whose lecture focused on a case study of the positioning of the Oleoestepa brand.

On Tuesday Vice Chancellor Parras lectured on change factors and strategies for the future in the olive oil sector while J. M. García Álvarez-Coque explained the new international framework arising from the WTO, CAP and CMO. Trends in food consumer behaviour were analysed by A. Gracia with reference to the case of Spanish olive oils. Next, C. de Toro presented a case study of the use of olive oil as an input in the meat processing industry. Another subject of major interest was broached by J.C. Marzal who gave a lecture on strategies based on information and communication technologies. The course participants then met in working groups in the late afternoon for tutored working sessions.

On Wednesday sectorial strategies will be analysed in a paper on quality enhancement and certification schemes by J. Sanz, followed by two lectures reviewing marketing structures and strategies on several markets, specifically Turkey, given by C. Dologh, and the United States, Brazil, China and Russia, given by IOC Head of Promotion E. Gündüz. These will be followed by lectures by A. Langreo, L. Folque and A. Luque who will speak in turn about the strategies of the distribution sector, large bottling groups (Sovena) and olive oil cooperatives (Hojiblanca), prior to a field trip to a mass distributor (Carrefour).

Italian expert R. Zanoli will explore the use of business model development tools in olive oil mills and will analyse marketing structures and strategy in Italy on the Thursday before speaking about strategies in the organic olive oil segment. He will be followed by J. Sanz who will talk about local production systems, F. Núñez de Prado who will talk about protected designations of origin and M. Parras who will broach key factors in the consumption of organic extra virgin olive oil. The day will end with more tutored working sessions.

On Friday the course will focus on branding and packaging as a distinctive sign in a lecture by F. Torres Ruiz and segmentation and types of message in communication planning, the subject covered by M. Blay. In an analysis of institutional actions, E. Gündüz will address the role of the IOC in the promotion of olive oil. The results of the working groups will be presented in the afternoon.

Before returning home, participants will be taken on a field tour of a local olive orchard on the Saturday.

The IOC will shortly be publishing a paper reporting the conclusions of this course.

.

Enviar noticiaShare Enlace a facebook Enlace a twitter Enlace a linkedin
Last Posts
This week on OHIS
MADRID, SPAIN / 08.05.2025

This week on the Olive Health Information System website The newsletter of the University of Navarra and the IOC dedicated to health Diet is recognized as a modifiable risk factor in the prevention and treatment of...

Info

Highlighting the Role of Regenerative Agriculture in the Olive Sector

On 28 April 2025, Deputy Executive Director of the International Olive Council (IOC), Abderraouf Laajimi, took part in the “El secreto está en el suelo” (“The secret is in the soil”) conference on regenerative...

Info

This week on OHIS
MADRID, SPAIN / 29.04.2025

This week on the Olive Health Information System website The newsletter of the University of Navarra and the IOC dedicated to health Recent scientific evidence continues to highlight the health benefits of the Mediterranean...

Info

Our last
newsletter

Download our last newsletter, and check the most important news of the month and enjoy the access of stadistics related to the trade of olives.

Download

Join our
newsletter

Get our monthly newsletter directly in your inbox, every month with your subscription.


    Privacy Policy
    Main Bodies
    • Council of members
    • Chair
    • Advisory committee
    • Operational committees
    • Executive secretariat
    Key Documents
    • International agreement
    • Links
    • Guide to missions
    • Standards / Testing methods
    • Microsite
    • Photo Gallery
    • Olive Museums
    • Dictionary
    Publications and On-line Sales
    • Olivae
    • World olive encyclopedia
    • World catalogue of olive varieties
    • Following olive footprints
    • Healthy Publications
    • Newsletter
    What we do
    • Standardisation and Research Unit
    • Economic affairs & Promotion Unit
    • Financial Management Unit
    • Olive growing, Olive oil technology & environment Unit
    • Administrative Management and Human Resources Unit
    • Observatory & information systems department
    Economic Affairs and Promotion
    • Prices & balances
    • Country profiles
    • List of importers/exporters
    • Olive oil production costs study
    • Olive oil & table olive figures
    • PROMOTION CAMPAIGNS
    • GRANTS
    Olive growing, Olive oil technology & environment
    • General Page
    • Projects
    • Carbon footprint
    • Geographical indications
    • IOC NETWORK OF GERMPLASM BANKS
    Standardisation and Research
    • Laboratory recognition
    • Mario Solinas Award
    • Quality control programme
    • Nutrition
    • Standards / Testing methods
    Call for tenders
    Grants
    Vacancies
    Tools & Links
    World olive day
    International Olive Council logo
    OHIS logo
    We are social
    • Linkedin icon
    • Twitter icon
    © International Olive Council, 2025
    Manage Cookie Consent
    To provide the best experiences, we use technologies like cookies to store and/or access device information. Consenting to these technologies will allow us to process data such as browsing behavior or unique IDs on this site. Not consenting or withdrawing consent, may adversely affect certain features and functions.
    Functional Always active
    The technical storage or access is strictly necessary for the legitimate purpose of enabling the use of a specific service explicitly requested by the subscriber or user, or for the sole purpose of carrying out the transmission of a communication over an electronic communications network.
    Preferencias
    El almacenamiento o acceso técnico es necesario para la finalidad legítima de almacenar preferencias no solicitadas por el abonado o usuario.
    Statistics
    The technical storage or access that is used exclusively for statistical purposes. El almacenamiento o acceso técnico que se utiliza exclusivamente con fines estadísticos anónimos. Sin un requerimiento, el cumplimiento voluntario por parte de tu proveedor de servicios de Internet, o los registros adicionales de un tercero, la información almacenada o recuperada sólo para este propósito no se puede utilizar para identificarte.
    Marketing
    The technical storage or access is required to create user profiles to send advertising, or to track the user on a website or across several websites for similar marketing purposes.
    Manage options Manage services Manage vendors Read more about these purposes
    View preferences
    {title} {title} {title}

    IOC Logo
    CIA logo

    Olive and the Plant-Forward Kitchen

    Inspiration from the Mediterranean Diet for Contemporary Cooking Learn more about this collaboration between The Culinary Institute of America and the International Olive Council to advance Healthy, sustainable, delicious food choices -with a special focus on technical training and menu innovation for chefs.

    IOC Logo
    CIA logo

    Olive et la cuisine avant-gardiste

    Inspiration du régime méditerranéen pour les biscuits contemporains

    Apprenez-en plus sur cette collaboration entre le Culinary Institute of America et le Conseil oléicole international pour faire progresser des choix alimentaires sains, durables et délicieux, avec un accent particulier sur la formation technique et l’innovation des menus pour les chefs.

    X