Direct Marketing Strategies For Agro Products
Oct 24, 2014
Direct Marketing Strategies
For Agro Products
Agro Products
Canned Mushrooms Pineapple
Canned Pineapple Pineapple Pulp Pineapple Concentrate
Passion Fruit Ginger Peas (Frozen) Canned Peaches
Direct Marketing Includes
Interactive Variety of media Measurable response Database Direct Response Advertising
Market Research
Market Penetration Fulfill Needs of Market Serving More Buyers in Market
Media Which Can Be Used
Catalogs Broadcast
Shopping channels (Supermarkets etc) Spots (Trade Fairs,Farmers Market)
Telemarketing E-tailing or Other Internet Print
Product Oriented Research
Canned Mushroom (50% Export)"Sales of white Button mushrooms in the summer months have seen an impressive increase of 8.3 per cent over the last four years"
Potential Buyers Market Germany U.S.A. France Belgium Sweden Norway U.K.
Strategies for Direct Marketing of Canned Mushroom
As present global demand of mushroom is about 115,000 tonnes per annum
Mushroom Marketing Include working with clients to target local, regional, national, business, trade and consumer press. With our expert press release writing skills and contacts in the industry, we Can make outstanding awareness for our clients & Can get High return on investment.
Methods can be opted are Build a positive image of our
company to the right people by: Creating awareness of our company
through news Creating awareness of our products/
services Helping people to form the right
opinions about our company values
Selling directly to consumers from farmers’ markets; selling directly to restaurants; cooperative marketing; selling wholesale to a distributor, broker, or processor; etc.
Talking to potential buyers about volume and prices.
Consider Market competitors including: (1) potential entrants; (2) suppliers; (3) buyers; (4) substitutes; and (5) industry competitors.
Canned Pineapple
Consumers• While canned pineapple is consumed by all age
segments, the heaviest purchasersare 35-40 years, 5+ in household, medium income.
• 64% of households purchase pineapple• 67% of canned fruit buyers purchase canned
pineapple regularly (at least every month) and 81% purchase at least every 8 weeks.
• In canned pineapple, the major retailers are all showing dollar growth over last year.
Direct Marketing of Canned Pineapple
Reaching Super Markets as Pineapple is the third largest canned fruit sold in Australian, US, Canada, Japan, Europe, Asia-Pacific,
Latin America supermarkets. (Search on Internet)
Eg Hilo Supermarket
Dortselaan, Dortselaan 3081 BN
Rotterdam
Netherlands
Tel: +31 10 4819361
Fax: +31 10 485 2825
E-mail: [email protected]
Market Products in Trade Fairs Contact Retailers
Supply Chain for Pineapple
Pineapple Pulp & Concentrates
Potential Buyers Africa Asia Europe USA Middle East Oceana
Ginger
Dried ginger gets a better price. Study focuses on the ginger market in 3
various international markets, namely India, USA and Australia respectively.
Japan & USA are biggest Importers Ginger is being sold to the middlemen &
Then to Markets.
Ginger Potential Buyers (From India)Note: marked with red are potential one
Japan (No 1) United States (No.2) United Kingdom Saudi Arabia Malaysia Singapore Netherlands Korea Rep. Canada Germany France
Hong Kong Europe South Africa Pakistan Australia Switzerland Russian Federation Mexico Poland Middle East
Direct Marketing Strategy for Ginger
Grocery stores
e.g. There are two fundamental department grocery stores in the in Australia, namely Woolworths and Coles.
Supermarkets
e.g. www.dpa.org.sg offers database of Singapore Supermarket
e.g. www.federated-fds.com is the website displaying Federated Department Stores in the USA.
Traders
Passion Fruit
Main Product is Passion Fruit Concentrate or Squash Popular amongst all age groups but their availability is
limited during season only which lasts for a period of 3-4 months
current demand requires 80,000 tonnes of fresh fruit as raw material
Potential Buyers• Europe• UK• Re-exports from Holland• Middle-east
Marketing Strategy
Usually the commodity is traded by means of four channels: a) Trading agents. Sell the fruit on behalf of exporters and
have a trade agreement with them. This is a kind of commercial service for exporters, and agents
b) Raw material importers. Resale the product to juice and beverages manufacturers.
c) Mixtures and preparations importers. They deliver sour passion fruit preparations to their juices and beverages industrial clients.
d) Beverages industries. These are finished product manufacturers and direct importers of a portion of raw materials.
o With changing lifestyles and increase in disposable incomes, this product is gaining more and more popularity. Squashes of other fruits are available in Market but we have to introduce squash of Passion fruit as its taste is palatable to Max. population. This would also provide an edge over other competitors.
o Sold at many places like provision and departmental stores, cold drink centres, restaurants etc.as they have a longer shelf life
Canned Peaches
Potential Buyers US Japan Mexico Other
Canada Thailand Korea Rusia
Marketing Places
Retail Stores Institutional
Frozen Peas
Potential Buyers US Mauritius
Marketing
Supermarkets Grocery stores Foodservice (Restaurants)
Conclusions
The main considerations for Marketing when deciding to enter a new market are:
Buyer behaviour Segmentation Targeting Positioning
By: Smita Thakur