Marketing Research in Action. Do Our Own Marketing Research Rob Fletcher School of Agriculture and Horticulture University of Queensland Gatton.

Marketing Marketing Research Research in Actionin Action

Marketing Marketing Research Research in Actionin Action

Do Our Own Do Our Own Marketing Marketing ResearchResearch

Do Our Own Do Our Own Marketing Marketing ResearchResearch

Rob Fletcher Rob Fletcher School of Agriculture and HorticultureSchool of Agriculture and Horticulture

University of Queensland GattonUniversity of Queensland Gatton

Two-day Short CourseTwo-day Short Course

Designing rural Designing rural communities for communities for

the futurethe future

Designing rural Designing rural communities for communities for

the futurethe future

IntroductionsIntroductions10 Planning Steps 10 Planning Steps

Brainstorming Brainstorming Homework Homework

SWOTSWOT

DOOR MarketingDOOR MarketingDOOR MarketingDOOR Marketing

Facilitation:Facilitation:Initiate nothingInitiate nothingMotivate no-oneMotivate no-one

Content nilContent nil

Facilitation:Facilitation:Initiate nothingInitiate nothingMotivate no-oneMotivate no-one

Content nilContent nil

NameNameAffiliationAffiliation

Reason for attendingReason for attendingAgribusiness to targetAgribusiness to target

Desired outcomesDesired outcomes

Introductions:Introductions:Introductions:Introductions:

We can talk about usWe can talk about usFacilitator provokes Facilitator provokes

Exchanges occurExchanges occur

We can talk about usWe can talk about usFacilitator provokes Facilitator provokes

Exchanges occurExchanges occur

We all know who each of us is We all know who each of us is We all have We all have

the ‘same’ problemthe ‘same’ problem

Outcome:Outcome:Outcome:Outcome:

10 Planning 10 Planning StepsSteps

10 Planning 10 Planning StepsSteps

1. Are we 1. Are we contented?contented?

Planning:Planning:

Crisis?Crisis?Designing a Designing a better future?better future?

Crisis?Crisis?Designing a Designing a better future?better future?

Each participant’s Each participant’s system is uniquesystem is unique

Each participant’s Each participant’s system is uniquesystem is unique

Experience Experience Aspirations Aspirations CapabilitiesCapabilities

Participants are Participants are empoweredempowered

Participants are Participants are empoweredempowered

What are the What are the best bets?best bets?

What are the What are the best bets?best bets?

Unpredictability: Unpredictability: chaoschaos

Unpredictability: Unpredictability: chaoschaos

Non-linear/Discontinuous Non-linear/Discontinuous Feedback from learningFeedback from learning

We should only We should only gamble what we gamble what we

can afford to losecan afford to lose

Taking risks:Taking risks:Taking risks:Taking risks:

anticipointmentanticipointment anticipointmentanticipointment

n. n. the expectation and disappointment often the expectation and disappointment often experienced with new rural industry experienced with new rural industry

developmentdevelopment

2. Why are we 2. Why are we contemplating contemplating

change?change?

Planning:Planning:Planning:Planning:

What is our purpose?What is our purpose?


What is the What is the purpose of purpose of

our purpose?our purpose?

What is the What is the purpose of purpose of


What is the purpose What is the purpose of the purpose of of the purpose of


What is the purpose What is the purpose of the purpose of of the purpose of


Focus on the Focus on the the main gamethe main gameFocus on the Focus on the

the main gamethe main game

How will we know we How will we know we have been successful?have been successful?


BenchmarkingBenchmarkingBenchmarkingBenchmarking

What happens if we are What happens if we are successful?successful?


Future purposeFuture purposeFuture purposeFuture purpose

ForpossingForpossingForpossingForpossing

n.n. focussing on the purpose focussing on the purpose

3. What do we enjoy?3. What do we enjoy?


Production Production dominates dominates producersproducers

Production Production dominates dominates producersproducers

Will the Will the changes drive changes drive

us crazy?us crazy?

Will the Will the changes drive changes drive

us crazy?us crazy?

Expecting windfall Expecting windfall profits can be profits can be exhilaratingexhilarating

Expecting windfall Expecting windfall profits can be profits can be exhilaratingexhilarating

discolightdiscolightdiscolightdiscolight

n. n. the delight of discoverythe delight of discovery

4. What is our 4. What is our commitment to change?commitment to change?


DependancyDependancyDependancyDependancy

contribendcontribendcontribendcontribend

n. n. the benefits from contributingthe benefits from contributing

5. Is there easy 5. Is there easy access to info?access to info?


Media reports

Hunches

Data

Information

Knowledge

Wisdom

Acc

essi

bili

ty in

crea

ses

Acc

essi

bili

ty in

crea

ses

Value to you increases Value to you increases

Boot-strappingBoot-strappingBoot-strappingBoot-strapping

Decision making Decision making with insufficient infowith insufficient info

Decision making Decision making with insufficient infowith insufficient info

scantilligencescantilligencescantilligencescantilligence

n. n. the level of information or intelligence the level of information or intelligence usually available for new rural usually available for new rural

industriesindustries

6. What is the 6. What is the new product?new product?


Marketing satisfies Marketing satisfies consumer needsconsumer needs

Marketing satisfies Marketing satisfies consumer needsconsumer needs

Quality is the Quality is the consumer’s view consumer’s view

of the productof the product

Quality is the Quality is the consumer’s view consumer’s view

of the productof the product

Do we know our Do we know our consumers’ needs?consumers’ needs?

Do we know our Do we know our consumers’ needs?consumers’ needs?

We will never hit a We will never hit a target unless we target unless we

aim at itaim at it

We will never hit a We will never hit a target unless we target unless we

aim at itaim at it

consticationconsticationconsticationconstication

n. n. consumer gratificationconsumer gratification

7. What is the new 7. What is the new product’s marketability?product’s marketability?


Why produce Why produce something nobody something nobody

needs?needs?

Why produce Why produce something nobody something nobody

needs?needs?

• ProducerProducer

• Processor/packagerProcessor/packager

• TransporterTransporter

• Wholesaler/packagerWholesaler/packager

• RetailerRetailer

• ConsumerConsumer

Value/supply chain:Value/supply chain:Value/supply chain:Value/supply chain:

purchumepurchumepurchumepurchume

n. n. the sweet aroma emitted by a the sweet aroma emitted by a consumer purchasing what he or consumer purchasing what he or

she really needsshe really needs

8. Is the new product 8. Is the new product easy to produce?easy to produce?


nopestsordiseasesnopestsordiseasesnopestsordiseasesnopestsordiseases

n. n. the ubiquitous claim made for the ubiquitous claim made for any rural enterprise that has any rural enterprise that has

never been field testednever been field tested

9. Are others also 9. Are others also considering change?considering change?


Changes need Changes need expertise in: expertise in:

1. Production1. Production2. Marketing 2. Marketing

3. Business3. Business

Changes need Changes need expertise in: expertise in:

1. Production1. Production2. Marketing 2. Marketing

3. Business3. Business

No one is expert No one is expert in all threein all three

No one is expert No one is expert in all threein all three

What can we do for What can we do for ourselves?ourselves?

What can we do for What can we do for ourselves?ourselves?

Who do we need?Who do we need?Who do we need?Who do we need?

How much are we How much are we dependent on dependent on

others?others?

How much are we How much are we dependent on dependent on

others?others?

committerationcommitterationcommitterationcommitteration

n. n. the state of being dependent the state of being dependent on collaborationon collaboration

10. With whom 10. With whom should we plan?should we plan?


Everyone affected Everyone affected by a solution by a solution

should contribute should contribute to finding itto finding it

Everyone affected Everyone affected by a solution by a solution

should contribute should contribute to finding itto finding it

cooperationcooperationcooperationcooperation

Factors STRENGTH WEAKNESS OPPORTUNITY THREATCustomer demand

Competition

Start-up costs

Current marketpriceExpected returns

Industry trends

PromotionalstrategiesDistributionstrategiesExperience

Resources

CommercialisationprocedureProduction factors

INTERNAL EXTERNAL

Factors STRENGTH WEAKNESS OPPORTUNITY THREATCustomer demand

Competition

Start-up costs

Current marketpriceExpected returns

Industry trends

PromotionalstrategiesDistributionstrategiesExperience

Resources

CommercialisationprocedureProduction factors

INTERNAL EXTERNAL

Don’t wrestle with Don’t wrestle with pigs..you get dirty pigs..you get dirty and they enjoy itand they enjoy it

Don’t wrestle with Don’t wrestle with pigs..you get dirty pigs..you get dirty and they enjoy itand they enjoy it

Thank youThank youThank youThank you

Marketing Research in Action. Do Our Own Marketing Research Rob Fletcher School of Agriculture and Horticulture University of Queensland Gatton.

Documents

planning stepsplanning

new rural industries6

new product easy

rural enterprise

new products marketability

consumer needsquality

consumer gratification7

level of information