Agriculture Business Marketing and Sales from a

Transcript:Agriculture Business Marketing and Sales from a:
Agriculture Business Marketing and Sales from a Local Perspective Agricultural Business Encompasses everything from farm to fork: Marketing/Advertising Sales Production Management Public Relations Financial Management Economics Business Planning and all other aspects of running a business Marketing Providing the right product, at the right time, in the right place, using the right techniques Marketing Mix: Product (or service) Place Price Promotion Product What are we giving the consumer? Needs/wants satisfied Features Use Sizes, colors, etc. Branding Differentiation from competitors Place Where are we giving it to them? Store types Website Distribution channels Sales force Catalogues Samples Differentiation from competitors Price What are we charging them? Value of the product Price points and typical patterns Profit margin Discounts Comparison to competition Promotion How are we telling them? Marketing messages Advertising options Timing Promotions Comparison to competitors Market Structures Four basic types: Perfect Competition Monopolistic Competition Oligopoly Monopoly Market Activity Read through each card as a group Match the pictures to the cards using what you know about each industry Farmers’ Market Microsoft Windows software Restaurants Cell phone manufacturers Each group member must raise their hand when the group is finished Branding Much more than a logo: Values Vision Personality of the business Branding Benefits of a business brand: Recognizable Creates loyalty Platform for integrated growth Earns a higher price Differentiates from competition Influences customer choice What do your customers want to support? What goes into a good brand? Target Market Don’t try to please everyone – please one segment REALLY well Uniqueness Be different – for example, TOMS donating one pair of shoes for each pair purchased What goes into a good brand? Passion and Commitment Consumers often mirror the passion a business puts off – think people lining up to get the new iPhone Always striving to improve and build the brand Consistency and Exposure Everything, everywhere, every time – for example, think Disney (movies, hotels, parks, etc.) Value-Added Agriculture A little bit different… Changing a raw agricultural product into something new (ex. berries into jam) Provides uniqueness Expands market and season New recognition Higher sales Using resources not already tapped A Marketing Plan Contains all parts of the information above, including other components, such as budgeting and SWOT (Strengths, Weaknesses, Opportunities, Threats) How does a business do this? Agriculture Business Sales Sales The exchange of a commodity, service, etc. for money The act of convincing a customer to purchase