Non-Wood Forest Products' Marketing: Applying a SAVE Approach for Establishing Their Marketing Mix in Greek Local Mountain Communities

The contribution of non-wood forest products is especially important in the context of rural sustainable development. Nevertheless, their perceived economic and environmental value remains low. The lack of an explicit and effective marketing strategy for NWFPs tailored to local mountain communities' needs may lead to their restricted access to the market and underestimation of their value. The aim of this paper is to gain knowledge regarding the components of a marketing mix that could support the local markets of NWFPs, in Greek mountainous areas. The paper presents an analysis of the marketing mix for NWFPs, following for the first time the S.A.V.E. approach. The research contributes to the existing literature as we seek to "meet" groups of NWFPs' consumers, in order to develop a customer-centric value proposition in Greek local mountain communities. The findings indicate that the marketing and promotion of NWFPs requires not only knowledge of the relative products and the market, it requires analysis and knowledge of the specific needs of local mountain communities and the ways that needs are met by the attributes and characteristics of the NWFPs as part of the solution that they can offer. Local mountain communities in Greece, through the exploitation of NWFPs, are trying to face challenges regarding the improvement of their income and their general wellbeing level. Also, we propose as a part of the marketing mix for NWFPs, their promotion as products with a distinct spatial, local identity, by associating them with local "culture economies". Finally, we argue that a customer-centric marketing mix of NWFPs, which focuses on customers' needs, desires, and resources as the starting point of the planning process, involves a higher level of mixing and synergies creation along the whole value chain, than simple personalization, with customers to interact with suppliers using ICT and by personal time disposition connected to nature.