In addition, JICA has long history in supporting and promoting the tourism sector in Jordan, such as Jordan Museum, Dead Sea Panorama Complex and Petra Museum.
PADECO presented an interactively presentation on “Data Collection Survey on Formulation and Promotion of Wellness Cluster in Jordan, and Japanese Cosmetics Market”, showing the growth of wellness market, examples of Japanese cosmetic companies and potential of Japanese market for Jordanian cosmetic products.
The audience actively participated in the discussion, and shared their ideas for promoting Jordan’s Dead Sea products, where opinions included focusing on promoting Jordan as country of the Dead Sea, and subsequently promote Dead Sea products under this motto.
Other saw that the message should focus on reflecting the scientific facts and properties of these Dead Sea products.
Others explained that the promotional message should focus on relating these Dead Sea products to the area’s historical and religious dimension i.e. the proximate Jordan River and its holy water, the Baptism site and Mount Nebo.
Others saw that the first step should be focused on enhancing the readiness of the Jordanian products through increased research and development, better packaging, quality and more variety of the product line, and then can move to the legal issues related to registration of these products in the external markets specifically the Japanese market.
Finally others saw that the focus should be put on designing a realistic marketing strategy for these products that take into consideration the regional competition.
This workshop is a preparatory exercise under JICA’s overarching Wellness Sector project, which is planned to start early next year, and would last for two years.
Source: Jordan News Agency