Market Positioning/Marketing Strategies :Market Positioning/Marketing Strategies


Content :2 Content Definitions Industrial, Commodity, or Branded Product Economy of Scale and the Importance of Organizing Small Farmers Managing Product Quality


Definitions :3 Definitions Marketing Concept “The philosophy of the company to satisfy consumer needs at a profit” Marketing programs For the branded products, the seller is able to identify the market, design the products, and position in the targeted market Quality In commodity grading, QUALITY refers to “attributes of commodity that influence its acceptability to a group of buyers and the price they are willing to pay for it”


Marketing for different type of Consumer and Product :4 Marketing for different type of Consumer and Product Consumer marketing Supplying consumers generally with branded products Industrial marketing Supplying differentiated ingredients to processors and manufacturers Commodity marketing Supplying undifferentiated raw materials


Industrial Product :5 Industrial Product Raw materials from farm or sea when produced to specifications Specialized commodities: Produced to specification but not designed for a specific process Bulk industrial products: produced to specification and used in large quantities Partially processed: need further processing Processed products in a ready to use form for final consumers Processed specialty ingredients


Commodity Product :6 Commodity Product Commodity Grading and Standardization Why grading? To have identifiable standards of quality so that prices can be established for each grade Who should set up the grading system? Government Producers’ organization Trade organization Others


Commodity Product :7 Commodity Product Commodity Pricing Mechanisms Individual Negotiation Auction Market Electronic Market Formula Pricing Collective Bargaining Administrated Prices


Branded Products :8 Branded Products For final consumers Target market A group of customers at which the seller directed the marketing programs Market selection: market research and segmentation Marketing for the targeted market Marketing strategy (positioning) Marketing mix (Product, Promotion, Price, Distribution)


Marketing Plan :9 Marketing Plan Marketing plan is part of the functional plans such as finance, manufacturing plans of the organization, which include two levels of plan: The Strategic Marketing Plan The Action Plan


Strategic Marketing Plan :10 Strategic Marketing Plan Define and quantify the market Situation analysis External: Macro environment: economic, demographic, lifestyle, environmental issues, food health concern Micro environment: customers, product. Competitors, distributors, suppliers Internal: Overall strategy, Effectiveness, Organization, systems, marketing functions Objectives Quantifiable, measurable, actionable, and motivational Marketing strategies Segmentation and positioning


The Importance of Organizing Small Farmers :11 The Importance of Organizing Small Farmers Economy of Scale Reduction of input costs (seeds, fertilizer, transportation) Specialization in different tasks and functions becomes feasible Bargaining power Application of the Marketing Concept Implications for different customers


Managing Product Quality :12 Managing Product Quality Grading: sort a product into quality classifications according to standards that are agreed upon by the industry Quality is characteristics of the products defined by the standards Consumer product: Brand is the composite of private “quality” standards National/International standards for commodity Specification of industrial products Quality of the “total” product include product, package, and service


Thank You :13 Thank You


Components of Marketing Plan :14 Components of Marketing Plan Executive summary Situation analysis Marketing objectives Market Selection: Target Markets Marketing Strategy Marketing Mix Budgets, control, and accountability