The educated community has taken over farming and brings in a judicial usage into farming through the following, 1. Infusion of technology and expertise in agriculture practices. 2. Intervention in food processing and storage practices. 3. Establishing national and international market linkages.
Data Agro-Marketing -Marketing Innovation
Jean Pierre Paul
3 minutes ago
Dr Umachandran,
There are loads of marketing tools available. What is important for the grower is to adopt the one which is more suitable to his production unit or style or else to adopt his production to the market demand. For example the sophistication of produce packaging which is defined by the market or outlet.
Product certification has a strong impact on marketing of agricultural produce consumers want to have guaranteed produce. Unfortunately this is seldom accessible to small growers. The latter should consider regrouping themselves into cooperatives that are regulated by authority where production standards are set out at an early stage (as it is for contracted services by multinationals) for the growers with regular stewardship and audits, the two limiting or weaknesses in most small farms production.
Mobile technology can be used to link
1) Agricultural extension centers to farmers for any help with farm related questions.
2) Weather prediction centers to provide farmers with appropriate information about future weather and weather trends.
3) Information about farm supplies
4) Developments in the region and global agricultural affairs
5) Information about price structure and marketing facilities for the produce
6) Government regulations and any other information that will be useful to the farmers
Jean Pierre Paul
3 minutes ago
Dr Umachandran,
There are loads of marketing tools available. What is important for the grower is to adopt the one which is more suitable to his production unit or style or else to adopt his production to the market demand. For example the sophistication of produce packaging which is defined by the market or outlet.
Product certification has a strong impact on marketing of agricultural produce consumers want to have guaranteed produce. Unfortunately this is seldom accessible to small growers. The latter should consider regrouping themselves into cooperatives that are regulated by authority where production standards are set out at an early stage (as it is for contracted services by multinationals) for the growers with regular stewardship and audits, the two limiting or weaknesses in most small farms production.
Hello, in addition to the responses suggested, I wish to add that the proliferation of social media applications can also help in efficient marketing of agricultural products by enabling product information dissemination over a wide coverage of users.
Thank you Dr. Jean Pierre Paul & Dr. Jubril Animashaun... as suggested there are limitations in reaching small farm marketers and also there is plus by the Telecom revolution through Social apps. As a practicing professional, we in industries try all soughts to keep growing the market by SIZE / Volume and RETURNS.....
Hi, in addition the use of farmers markets (both physical and electronic) can lead to better marketing, social networks between the producer(s) and the customer(s) (both local and nationally). The issue of produce 'tracing' is becoming an important issue, as well as, the reduction in agri miles between producer and customer.
The above can increase volume, i.e. market size and penetration and establish better supply chain issues.
Thanks Dr. Nageswara P, Dr. Robert and Dr. Shafig,
Your inputs on the Infrastructure creating to back the marketing framework and utilise the opportunity to identify the (traceability) source of contamination.... as we say in TQM ie., SOC ..... and being down to earth by organic practices are well taken ... however the issue of Supply chain such as in Transportation and Storage are still bottlenecks in Agri-marketing
The ITC is largely known and it is bringing some evidence results. Even here in Mozambique, we have some small group mentored by any NGO's getting huge results. Exchanging experience farmers group to others farmers group with some extent good results can help to open them from the box. Product certification equally can help them to get trust from the market, remember to build trust with market requires a lot of efforts and skills to ensure quality product. They must understand the market forces then build up a good market strategy.
Green marketing and more interest in quality of agricultural products and services.
There are many tools available, starting with good analyses in finding the best suppliers and distributors, as well as tools that help you promote your produce. Social media, especially oriented towards business networking, can help you keep in touch and find new distributors and buyers. Mainstream social media can help, for very low costs, build your image, share information, photos, videos about the production process and the care that goes into it. And don't underestimate the power of viral videos.
Dr Afonso Chibalo - your views and experience on Mozambique with farmer's group and product certification is very valid.
Dr Maria Petrescu - the identification, promotion tools and usage of mobile technology to user interactive and friendliness will surely support greater attachment to the product or service... Of course alerting on the virility of those virals is sure to have an impounding effect... though many people may not send these information, but at least some and few who are affected may surely cause the impetus
Agricultural Marketing can be improved upon by:
1. Having Research/Information centre in every district with easy access to farmers
2. Cooperative movement with proper control can provide some answers to the vexed problem
3.Good returns on a consistent basis has to be ensured through legislation and practice.
Hence INFORMATION, INFRASTRUCTURE AND INCENTIVES are the core necessities in Agriculture Marketing.
Dr.Sadagopan Parthasarathy- you have rightly said that the Contact center; cooperatives and Statutory support would really add value to the Agri Marketing..
Dr. Krishnan Umachandran - You have made it precise Sir. But the core of the problem in India lies at the illiteracy level in rural areas. In spite of tall claims, the rural folk are incapable of visualising and utilizing the tremendous potential that exist for Agri Marketing. My visit to some of the villages in deep South made me to realise this apathy. Probably, efforts to combine basic education with marketing through mass media or foot soldiers can bring more effective results.
Dr.SP you are very right; definitely it would take TIME / MONEY and other resources that need to supplement the Market REACH .....you would have also seen the spread of Mobile technology into the nooks and corners of the villages....that they do have a Mobile Phone with them... irrespective of all factors and differences possible...We need to capitalize on this technology.....over a period of time.... everyone will be using and benefiting....
Big Picture evolution is the one which improves or scales up Marketing levels to greater reach. The more clarity creates wider options and sustainable marketing.
https://www.researchgate.net/publication/262108055_Big_Picture_-Marketing_Innovation?ev=prf_pub
Data Big Picture -Marketing Innovation
When it comes to Products, no product can stand it alone... every product has a link of ORIGIN -PROCESS - END USER - BENEFICIARY....for example a product "CARTILAGE IMPLANT" which is a health care product used in Hip and Knee surgeries...The specialty of the product is, it has Gum (Agri produce); Composite (Manufactured); Plant Fiber (Agri used as reinforcement for Composite); end user (patient); beneficiary (Family and society)
https://www.researchgate.net/publication/263283041_Marketing_Big_Picture_Gum_Plantfibre_Composite_Cartilage?ev=prf_pub
So how we open up the product and take it up marketing is very important to all the value drivers of the link.
Data Marketing Big Picture Gum Plantfibre Composite Cartilage
There is a vast literature on agricultural marketing. The first professors of marketing were in agricultural economics departments. BUT the marketing tools must be identified from your analysis of this specific product, in this country, with sales to this market. This rapidly narrows down the possible tools. Generalizations about marketing tools are useless and will waste an enormous amount of time.
Direct marketing enables to become a price maker in the market, It’s about networking and relationship building that requires:
University of Nebraska–Lincoln, Marketing Tips, Options, Opportunities - Marketing Options for Local Produce
Marketing Strategies for Farmers
Farmer's Markets
The number of farmer's markets in Georgia is increasing. Markets are typically open on Saturday morning and sometimes are open on a weekday evening. Farmer's markets provide an outlet for a wide variety of fresh fruits and vegetables when these are in season. Some markets also sell honey, crafts, or other items. You can locate a farmer's market near you through Market Maker.
Specialty Retailers
Both small and large farms frequently have questions about selling to specialty grocery store chains. The demand for organic products is rising rapidly as evidenced by large mainstream companies now looking for organic farm goods. Retailers are also promoting locally grown foods. Selling to retailers requires good agricultural and post-harvest handling practices to maintain food safety and quality. Retailers may also want consistent packaging or quantities. An example of specialty retailer requirements can be found here.
The Internet and Farmer Cooperatives
The internet is increasingly being used as a marketing tool for local foods. The University of Georgia’s Center for Agribusiness helped develop the Market Maker website as a tool for farmers to market their products while also providing a venue for potential buyers to locate farm products. Also, the Georgia Tourism Foundation is promoting it's new Georgia Made Georgia Grown website. This free website is is available to link sellers and buyers of Georgia made and/or Georgia grown products (more info).
Farmers are also beginning to pool their resources in creative ways by developing more effective marketing and distribution tools through the formation of local food cooperatives, as evidenced by several diverse examples of these efforts across the state. One of the most successful examples is Farm Fresh Tattnall, a cooperative of nine roadside and u-pick farms located in Southeast Georgia’s Vidalia Onion region.
Internet based farmer cooperatives in the Atlanta and Athens regions of north Georgia provide customers the opportunity to order farm products from multiple farms using an on-line ordering system. Farmer deliveries and customer pickups are coordinated at a central location so that customers can receive a diversity of foods. Click here for the websites for the cooperatives of which we are aware.
Distributors
As demand for local foods continues to increase several food distributors are serving as a link between producers and retail outlets as well as the growing number of institutional buyers such as universities and hospitals. Several of these distributors are beginning to develop specializations for coordinating local, sustainable and organic food sales. Although this is not direct marketing, it is providing an opportunity for Georgia growers. Click here for the websites for the distributors of which we are aware.
Institutional Buyers
Several institutions are starting programs to buy more local food. At the University of Georgia, the Savannah Room at the Continuing Education Center features Sustainable Fridays. One of the lunch menu items on Sustainable Fridays features locally grown foods. Lunch specials have included certified organic produce grown by students in the Organic Agriculture Certificate Program and other foods from Georgia producers. Information on how to become an approved vendor can be found here.
Restaurants
Many restaurants are interested in local produce; however, selling to restaurants successfully requires consideration of several issues. Developing a working relationship with the chef depends upon developing a reputation for providing good quality products consistently. Marketing Produce Direct to Restaurants can give you tips on how to access this market successfully.
http://www.caes.uga.edu/topics/sustainag/programs/WhereandHowtoSellLocally.html
i would suggest a strong linkage to the market. the focus should be entirely on the consumer and customer. i ditto the words of Deepak shah. The last mile connectivity is the key. the marketing remains the same even for agricultural product with a focus on packaging and distribution. long terms supply arrangements.
@ Deepak and @ Sudeep, Valuable points such as
- Backward linkage involves input supply industries,
- the forward linkages include food product processing industries.
- numerous marketing tools start operating when it comes to marketing of farm products and their diversion to ultimate consumers.
- The last mile connectivity is the key
Prof. Krishnan thank you for the comment.
Government of India has been working on a pilot project called the "National Vegetable Initiative for Urban Clusters" you can get details of the plan on Department of Agriculture & Cooperation, Government of India websites.
That could of some use to you.
What is lacking in Agri Marketing is strong Brand Imaging.
Quality, packaging, distribution etc., can be rolled into if the brand imaging is stronger.
Also, Agri Marketing needs more respectability. This cannot come from government efforts or from farmers. Agri marketing management institutes of the highest standards need to be the priority.
Big companies, banks, software industries etc., took the best talent to do the repetitive jobs. Agri needs the attention of best talent.
Yes @ Sadagopan, In addition the Agri Global value chains are characterized by falling barriers on international trade due to decreasing tariffs and the lowering of price support and export subsidies in the last decades. At the same time we see increasing concentration and consolidation in all links of these chains.
http://www.ifama.org/files/20100036_Formatted.pdf
Hi
dear Krishnan
i suggest intervention in food processing and storage practices
I would like attach the following article on Strengthening Agricultural Marketing with ICT. Another one is regarding Social Media Tools for Farm Product Marketing. And the third one is on Market Access and Agricultural Product Marketing.
http://www.ictinagriculture.org/sites/ictinagriculture.org/files/final_Module9.pdf
http://www.acrcd.org/portals/0/socialmedia.pdf
http://www.inter-reseaux.org/IMG/pdf_0-_Complet_light.pdf
Yes, as I can observe from the context of developing countries, the agricultural supply chain is experiencing major outcomes from the progress of technology and agricultural sciences. Targeted marketing is progressively focosing on the characteristics of products and services in relation to functions in the supply chain. At the level of the consumer, nutritional properties in relation to health are increasingly identified and included in marketing. The large array of choices offered at different stages of the supply chain, require further information with the mobilization of specific marketing tools.
Yes, as I can observe from the context of developing countries, the agricultural supply chain is experiencing major outcomes from the progress of technology and agricultural sciences. Targeted marketing is progressively focosing on the characteristics of products and services in relation to functions in the supply chain. At the level of the consumer, nutritional properties in relation to health are increasingly identified and included in marketing. The large array of choices offered at different stages of the supply chain, require further information with the mobilization of specific marketing tools.
Dear Krishnan, these articles are very interesting and maybe helpful for you. http://www.inter-reseaux.org/IMG/pdf_0-_Complet_light.pdf
http://www.acrcd.org/portals/0/socialmedia.pdf
II can talk also explicitely about further market segmentation as there now consumers preferring naturally and biologically grown agricultural commodities.
Sharing link:
https://www.google.es/url?sa=t&source=web&rct=j&url=https://www.care.org/sites/default/files/documents/FFBS_3_Marketing_Tools.pdf&ved=2ahUKEwiRopyVg8jZAhWLtRQKHc8uAboQFjABegQIBhAB&usg=AOvVaw3p01QGabvybliqofC75KDW
Regards!
Social media represents an excellent support and environment for promotion regardless the products. This was already underlined by the previous respondents, no need for further emphasis. However, the recent preferences among the web users indicate that YouTube goes as first option among the initial searches. Could be that proved/seen experiences are faster embraced. On the other hand it also seems that some have developed a profession by posting comments/reviews on YouTube and again, seems quite a successful profession after reaching the critical mass in viewers. My recommendation therefore goes for YT although is rather a channel than a tool.
Thank You @Cosmin Salasan for your valuable feedback
regards
Krishnan Umachandran
Evolving through answers the objectives of the Agricultural marketing is summed up
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