Page 37 - Rižnar, Igor, and Klemen Kavčič (ed.). 2017. Connecting Higher Education Institutions with Small and Medium-Sized Enterprises. Koper: University of Primorska Press
P. 37
The Co-Creation of Competitive Knowledge
This is true for wine, olive oil and cheeses, as well as meat and fish, but
we have to understand it!’
The next innovative step was online sales, which still represents a
novelty in the world. Such a method comprises sales on the Slovenian
coast all the way to Ljubljana and Carinthia and to the west of Trieste
and its surroundings.
Deliveries of fish are performed following a sales schedule i.e. on
Tuesdays, Fridays and Saturdays. Fish are delivered in a diverse range
of gift packages and with protection against temperature and contact
with the surroundings. Also, the fish that are delivered at the request
of customers can be cleaned, uncleaned or in fillets.
This inventive marketing process is unique in the world and is charac-
terised as being the first fish to be sold over the Internet, and of course
by its quality. Dr. Irena Fonda says: ‘We carried out a lot of these things
that were really different, such as; traceability and guarantees, the first
online fish market and customers getting the fish delivered to their
home. They place an order over the internet and receive a delivery at
home in a very nice, neat package.’
The Fonda Company is unique in the world in terms of its marketing
approach, and in particular with its sales method. They have customers
who occasionally buy fish and those who have a regular subscription to
fish purchase. The latter do not need individual booking for each order,
instead regularly receive fish at home every week. This permanent form
of orders was also suggested by a customer.
Increasingly, the implementation of a marketing and sales process
reflects the strategic direction of ‘Sale with zero kilometres.’ In this re-
spect, dr. Irena Fonda says: ‘Now we have sold more than 80 of our
products in Slovenia and we are facing an inverse situation in compari-
son with past sales. I am extremely proud of it!’
Recognition of the Fonda Brand was largely contributed by the me-
dia i.e. ‘the Seventh force.’ As dr. Irena Fonda says: ‘When everybody
claimed that what we were doing would not work, the first reporter
came to visit. He said that he would like to write our “story.” What
kind of story, I asked in amazement? And yet we already had a story!
Our brand is credible because our story is credible! And it is necessary
to tell it to people!’ Currently, there are at least 300 reportages about
the Fonda Company in Slovenian and foreign media. On the company’s
website is a special tab named ‘Press Room’ containing a lot of pub-
lished material i.e. scanned articles and broadcasts describing the com-
35
This is true for wine, olive oil and cheeses, as well as meat and fish, but
we have to understand it!’
The next innovative step was online sales, which still represents a
novelty in the world. Such a method comprises sales on the Slovenian
coast all the way to Ljubljana and Carinthia and to the west of Trieste
and its surroundings.
Deliveries of fish are performed following a sales schedule i.e. on
Tuesdays, Fridays and Saturdays. Fish are delivered in a diverse range
of gift packages and with protection against temperature and contact
with the surroundings. Also, the fish that are delivered at the request
of customers can be cleaned, uncleaned or in fillets.
This inventive marketing process is unique in the world and is charac-
terised as being the first fish to be sold over the Internet, and of course
by its quality. Dr. Irena Fonda says: ‘We carried out a lot of these things
that were really different, such as; traceability and guarantees, the first
online fish market and customers getting the fish delivered to their
home. They place an order over the internet and receive a delivery at
home in a very nice, neat package.’
The Fonda Company is unique in the world in terms of its marketing
approach, and in particular with its sales method. They have customers
who occasionally buy fish and those who have a regular subscription to
fish purchase. The latter do not need individual booking for each order,
instead regularly receive fish at home every week. This permanent form
of orders was also suggested by a customer.
Increasingly, the implementation of a marketing and sales process
reflects the strategic direction of ‘Sale with zero kilometres.’ In this re-
spect, dr. Irena Fonda says: ‘Now we have sold more than 80 of our
products in Slovenia and we are facing an inverse situation in compari-
son with past sales. I am extremely proud of it!’
Recognition of the Fonda Brand was largely contributed by the me-
dia i.e. ‘the Seventh force.’ As dr. Irena Fonda says: ‘When everybody
claimed that what we were doing would not work, the first reporter
came to visit. He said that he would like to write our “story.” What
kind of story, I asked in amazement? And yet we already had a story!
Our brand is credible because our story is credible! And it is necessary
to tell it to people!’ Currently, there are at least 300 reportages about
the Fonda Company in Slovenian and foreign media. On the company’s
website is a special tab named ‘Press Room’ containing a lot of pub-
lished material i.e. scanned articles and broadcasts describing the com-
35
