Download - Session 4_Market Positioning Dr Wenchi Huang
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8/8/2019 Session 4_Market Positioning Dr Wenchi Huang
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Market Positioning/MarketingMarket Positioning/MarketingStrategiesStrategies
Dr. Wen-Chi Huang
Associate Professor
Department Of Agribusiness Management,National Pingtung University Of Science
And Technology (NPUST), Taiwan
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8/8/2019 Session 4_Market Positioning Dr Wenchi Huang
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Making Markets Work for Small Farmers: Understanding Marketing and Market Intermediation/ First RegionalForum cum Training Workshop June 7-11 2008 Hanoi Vietnam
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Content
Definitions
Industrial, Commodity, or Branded Product
Economy of Scale and the Importance ofOrganizing Small Farmers
Managing Product Quality
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Making Markets Work for Small Farmers: Understanding Marketing and Market Intermediation/ First RegionalForum cum Training Workshop June 7-11 2008 Hanoi Vietnam
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Definitions
Marketing Concept
The philosophy of the company to satisfy consumerneeds at a profit
Marketing programs
For the branded products, the seller is able to identifythe market, design the products, and position in thetargeted market
Quality
In commodity grading, QUALITY refers to attributesof commodity that influence its acceptability to a groupof buyers and the price they are willing to pay for it
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Making Markets Work for Small Farmers: Understanding Marketing and Market Intermediation/ First RegionalForum cum Training Workshop June 7-11 2008 Hanoi Vietnam
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Marketing for different type ofConsumerand Product
Consumer marketing
Supplying consumers generally with branded
products
Industrial marketing
Supplying differentiated ingredients to
processors and manufacturers
Commodity marketing Supplying undifferentiated raw materials
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Making Markets Work for Small Farmers: Understanding Marketing and Market Intermediation/ First RegionalForum cum Training Workshop June 7-11 2008 Hanoi Vietnam
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Industrial Product
Raw materials from farm or sea when produced tospecifications
Specialized commodities: Produced tospecification 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 finalconsumers
Processed specialty ingredients
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Making Markets Work for Small Farmers: Understanding Marketing and Market Intermediation/ First RegionalForum cum Training Workshop June 7-11 2008 Hanoi Vietnam
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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
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Making Markets Work for Small Farmers: Understanding Marketing and Market Intermediation/ First RegionalForum cum Training Workshop June 7-11 2008 Hanoi Vietnam
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Commodity Product
Commodity Pricing Mechanisms
Individual Negotiation
Auction Market
Electronic Market
Formula Pricing
Collective Bargaining
Administrated Prices
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Making Markets Work for Small Farmers: Understanding Marketing and Market Intermediation/ First RegionalForum cum Training Workshop June 7-11 2008 Hanoi Vietnam
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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)
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Making Markets Work for Small Farmers: Understanding Marketing and Market Intermediation/ First RegionalForum cum Training Workshop June 7-11 2008 Hanoi Vietnam
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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
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Making Markets Work for Small Farmers: Understanding Marketing and Market Intermediation/ First RegionalForum cum Training Workshop June 7-11 2008 Hanoi Vietnam
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Strategic Marketing Plan
Define and quantify the market
Situation analysis External:
Macro environment: economic, demographic, lifestyle, environmentalissues, 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
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Making Markets Work for Small Farmers: Understanding Marketing and Market Intermediation/ First RegionalForum cum Training Workshop June 7-11 2008 Hanoi Vietnam
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The Importance of Organizing SmallFarmers
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
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Making Markets Work for Small Farmers: Understanding Marketing and Market Intermediation/ First RegionalForum cum Training Workshop June 7-11 2008 Hanoi Vietnam
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Managing Product Quality
Grading: sort a product into quality classificationsaccording to standards that are agreed upon by theindustry
Quality is characteristics of the products definedby the standards
Consumer product: Brand is the composite of privatequality standards
National/International standards for commodity
Specification of industrial products
Quality of the totalproduct include product,package, and service
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Making Markets Work for Small Farmers: Understanding Marketing and Market Intermediation/ First RegionalForum cum Training Workshop June 7-11 2008 Hanoi Vietnam 13
Thank You
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Components ofMarketing Plan
Executive summary
Situation analysis
Marketing objectives Market Selection: Target Markets
Marketing Strategy
Marketing Mix Budgets, control, and accountability
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References Asian Productivity Organization (APO), 2002, Food Standards and
Labeling Systems in Asia and the Pacific. Tokyo: APO
Bearden, W.O., T.N. Ingram, and R.W. LaForge, 2001, Marketing:Principles & Perspectives. Boston: McGraw-Hill
Council of Agriculture (COA), Executive Yuan, 2008, TaiwanAgriculture and Food Traceability System. http://taft.coa.gov.tw/
Schaffner, D.J., W.R. Schroder, and M.D. Earle, 1998, Food Marketing:An International Perspective. Boston: McGraw-Hill