ALMAVERDE BIO – Brand and product introduction to the German market, Marketing and communications strategies Tools: Positioning Strategy, Fair Assistance Situation at the start Almaverde Bio is the leading brand of organic products in Italy. As part of their expansion, Almaverde Bio wants to establish itself in Germany which currently has a strong market for organic products. The German market offers Italian business great opportunities and is different from the Italian market in many important areas. For this reason, a strategy must be developed to enter the market. Setting targets Almaverde Bio should be understood as the leading brand for organic products in Italy. The goal was to customize Almaverde Bio communications to match the German market by underlining the strength of the products and the importance of the country of origin. Approach To survive in a new market, a proper positioning strategy must be developed based on the USP (Unique Selling Proposition). The first task is to identify the target group and to customize communication (texts and visuals) to this group. Then, a marketing campaign can be designed with the primary goal of promoting sales.