IDEAS home Printed from
   My bibliography  Save this paper

Linking marketing innovation and territorial resources: the example of Porcilin Saveurs en'Or a regional brand with nutritional attribute


  • Rakotonandraina Nalini


  • Sauvee Loic


This paper discusses development and marketing of local agri food products in a context of sustainable regional development. This is illustrated by the example of "The Porcilin Saveurs en'Or" (Le Porcilin) case, which is a marketing segmentation and innovative product differentiation based upon local resources and know-how. Porcilin Saveurs en'Or program is an interesting case of territorial food marketing which put together marketing innovation and regional development. Indeed, Porcilin Saveurs en'Or is a combination of two initiatives: The Porcilin brand a nutritional brand associated with a local product (pork meat) which means pork with linen; and Saveurs en'Or, a collective regional label developed to promote local agri food products and resources in the North Pas de Calais region in France. The Porcilin was initiated by a group of pork producers in the North Pas de Calais Region to secure market by developing product with a quality differentiation, specific attributes for pig meat in connection with the origin area (pigs were born, raised and processed in the region). The study identified that successful promotion of local products depends on several parameters including the mix-marketing strategy (product characteristics regarding its innovation, quality and safety specifications, therefore the valorisation of the product itself; price, place (distribution: the notion of proximity); promotion and communication in that depends the recognition of local consumers. An important parameter for the success of this strategy is the organization of the chain, in other words the chain governance through the different relationships of coordination and cooperation (partnerships, convention, trust, contractual agreements) between the various parties involved in the program. Another success factor is the supporting organization (institutional organization, association of promotion) that promotes the local industries and plays a significant role in the sustainable development of regional chains by coordinating collective action, training for local operators, managing funding, and grant. Keywords: Local agrifood product, sustainable regional development, Porcilin Saveurs en'Or, product differentiation, marketing, innovation, nutritional brand, pork meat, governance.

Suggested Citation

  • Rakotonandraina Nalini & Sauvee Loic, 2011. "Linking marketing innovation and territorial resources: the example of Porcilin Saveurs en'Or a regional brand with nutritional attribute," ERSA conference papers ersa11p1292, European Regional Science Association.
  • Handle: RePEc:wiw:wiwrsa:ersa11p1292

    Download full text from publisher

    File URL:
    Download Restriction: no

    References listed on IDEAS

    1. Alison L. Booth & Marco Francesconi & Jeff Frank, 2002. "Temporary Jobs: Stepping Stones Or Dead Ends?," Economic Journal, Royal Economic Society, vol. 112(480), pages 189-213, June.
    2. Bentolila, S. & Saint-Paul, G., 1995. "A model of labour demand with linear adjustment costs," Labour Economics, Elsevier, vol. 2(1), pages 105-105, March.
    3. repec:ilo:ilowps:389649 is not listed on IDEAS
    4. Wiji Arulampalam & Alison L. Booth, 1998. "Training and Labour Market Flexibility: Is There a Trade-off?," British Journal of Industrial Relations, London School of Economics, vol. 36(4), pages 521-536, December.
    5. Clemente Polo & Elisabeth Valle, 2008. "A General Equilibrium Assessment of the Impact of a Fall in Tourism Under Alternative Closure Rules: the Case of the Balearic Islands," International Regional Science Review, , vol. 31(1), pages 3-34, January.
    6. Belau, Dirk. & Budlender, Debbie., 2006. "An introduction to labour statistics in tourism," ILO Working Papers 993896493402676, International Labour Organization.
    Full references (including those not matched with items on IDEAS)

    More about this item

    NEP fields

    This paper has been announced in the following NEP Reports:


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wiw:wiwrsa:ersa11p1292. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Gunther Maier). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.