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PRINCIPALS OF MARKETING AS APPLIED TO AGRI INPUTS
Presented by Dr. H. B. Singh
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What is Marketing “The creation and delivery of a standard of
living.” “Marketing is the process of planning and
executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.”
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Marketing Defined (cont’d)
“Marketing is the process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others.”
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Customer-Related Factors Needs Wants Demand Products
Values and Satisfaction
Exchange
Transactions
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Needs, Wants and Demand Need is a basic human requirement like for
food, clothing, shelter, transportation, etc. Want is a desire to satisfy the need in one
particular way when given a choice. Demand is a want backed by economic
power to enter into the exchange.
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Needs and Wants
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Marketing Needs, Wants, and Demand Marketing cannot create needs. Marketing can influence want by adequate
communication, advertising, and promotion.
Marketing can satisfy demand by
undertaking all activities related to fulfilling the customers’ requirements.
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Key Considerations of Marketing
3
2 1
SOCIAL WELFARE
COMPANY PROFITS
CONSUMER SATISFACTION
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4 Ps of Marketing
Product Price Place Promotion
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Value and Satisfaction A customer assigns value to a product or service based on the satisfaction derived from its use.
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Business (Exchange) Transactions There should be at least two parties Each party has something of value to the
other Each party is capable of communication
and delivery Each party is free to accept or reject the
offer Each party is willing to deal with the other
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Exchange Process Search for buyers (prospecting) Determine their needs (market research) Design products and services to satisfy
those needs (product development/research) Promote those products and services
(communication/advertising/promotion) Store and deliver product and services
(distribution) Price Products (pricing)
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Markets Economists view markets as collection of
buyers and sellers. Marketers view markets as collection of
potential customers sharing a particular need or want.
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Modern Concepts in Marketing
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Marketing Concepts Product Concept Develop and produce a good product and
customers will buy. Selling Concept Aggressively promote products and sell.
Marketing Concept Work towards meeting customer
requirements.
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Industry (a collection of sellers)
Market (a collection of buyers)
Communication
Goods/Services
Money
Information
A Simple Marketing System
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Difference in Approach
Making
Sales
Solving
Problems
Products Selling
and Promotion
Profits Through Sales Volume
Ends Means Focus
The Selling Concept
Customer Needs
Integrated Marketing
Profits Through Customer
Satisfaction
The Marketing Concept
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Selling and Marketing
Assessment of consumer needs and delivery of goods and services
Create interest through publicity and win tenders
Strategy
Consumer needs Existing products Focus
Market Production Starting Point
Marketing Selling Activity
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Difference Between Selling and Marketing
Consumer satisfaction Sustainability, social development, suitable returns
Product disposal Maximum profit business expansion
Goals
An integrated marketing system
Supply push and advertisement
Means
Marketing Selling Activity
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An Ideal Business Plan of an Agro-Enterprise Mission
Goals
Marketing Strategy
Supply of quality agri-inputs Secure reasonable markup Increase sales turnover Reduce marketing costs Achieve customer satisfaction To contribute in agricultural
development Increase product availability Undertake sales promotion Provide market information Assist to improve use efficiency Offer competitive prices
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Marketing Mix - 4Ps Product – goods, services, place, ideas Place – channels of distribution, retailing Price – value to the customer Promotion – communication, advertising
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Uncontrol lable FactorsCultural andSocial Environment
Polit
ical
and
Leg
a lEn
vir o
nmen
t
EconomicEnvironment
ExistingBusinessSituation
Resources and
Objecti ves of Firm
Farmer
Place
Price
Promot
ion
Controllable Factors
Marketing Mix
Produ
ct
Four Marketing Functions
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Using the Four Ps (Tools)
Creative Marketing
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تولٻدات _ستراتٻژی /تدابٻر تولٻدات
دبازار ضرورٻات.
اصالحٻت/زٻرمی اودهغوی استعداد)موجوده(په الس راغلی
زٻرمی) پوره کونکی(یونکتکمٻل .
تنوع(توپٻر(.
بی مثاله/بې ساری (اوګـټی)ترکٻب(بڼه(.
بندول/ قطی کول.
کچه/دکڅوړو اندازه .
قطی کولو مواد / دکڅوړوې.
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Strategies - Place (Product Positioning) Market segmentation Distribution channels
*Own retail network *Independent dealer (retailer) network *Wholesalers/distributors
Territorial management *Regional *National *International
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Strategies - Price Cost plus standard markup Competitive Based on supply and demand Low-cost supplier
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Strategies - Promotion Personal selling Media publicity Point of purchase publicity Field extension methods
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Promotion Corporate image
Company logo Brand Image
Brand – a customer’s perception of your product Simple, non-controversial Consistent Protect your brand Slogans - jingles – house tune
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Three Important Areas in Market development Know and Monitor the Market
Market research Market intelligence/analysis
Know and Focus on the Customer Research customer needs Watch for changes in needs
Develop Competitive Marketing Strategies Competitive analysis Stress on areas important to customers
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Marketing Management Analyzing market opportunities Researching and selecting target markets Developing marketing strategies Planning marketing tactics Implementing marketing programs Controlling the marketing effort
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Marketing Functions Market research and planning Product development and supplies Distribution and warehousing Advertising and sales promotion Sales Sales accounting General administration
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Characteristics of the Fertilizer Markets Fertilizer demand is a derived demand Numerous widespread customers Customers are resource poor Benefits of fertilizers not guaranteed Bulky, voluminous product Seasonal demand Fertilizers are commodity products International influence on domestic
markets
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Requirements of Market Development Establishment of regulated rural agri-markets Provision of basic infrastructure Enabling environment for private-sector
participation Training and networking of agri-enterprises Public/private-sector partnership Easy access to macro and micro finance Strong local institutions Reliable market information
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Impact of Market Development on Agriculture Improved access and increased use of
modern agri-inputs Easy access to crop markets and
competitive prices Access to private micro finance Emerging of agro-processing units Development of small-scale industry Extension of public utility services Improved logistics and transport services
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Composition of a Developed Rural Agri Market
Farmers association
Trade association
Agro- dealer
Post office and telephone services
Concrete platform
Agro dealer
Rice processing mill
Transport Co.
Food grain dealer
Commercial bank
Oil processing mill
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Strategy of Input Market Development Identification of rural enterprises for development Study of training needs and preparation of training
materials Training in business management and farm
technologies Networking of agro-dealers Facilitation in micro finance Strengthening of market information system Policy dialogue – policy reforms Promotion of public/private-sector partnership Promotion of trade associations Promotion of farmers groups/associations
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Regulatory Framework
The farmers’ interest The fertilizer businesses’ interest The national interest
Objective: To facilitate the proper and healthy development of the fertilizer business in an open and competitive environment in the private sector in the best interests of all:
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Regulatory Framework (cont’d)
It should cover: Quality and quantity assurance for the farmers Fair trade practices Provision of all facilities and removal of
restrictions and bureaucratic controls No collusion among sellers
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THE END
THANKS