I think that the main goal of direct marketing by farmers is to give consumers information about direct access to their products, so that they can bypass intermediaries who typically earn too high fraction of the surplus.

They should not engage in expensive advertising of their product in clips like Coca Cola does (jump in tropical forest, they fly on smth like dragon and get your cola in the end). Instead they should probably put photo of their product, describe its quality, give address, recommendations how to get there cheaply and also information about price. The more people will read it - the better. They may create personal website or give information in newspaper.

Dear Aarthi,

I agre with Yuri. Here the emotional factor along with first hand explanation of products goodness (formative task) are essential.

I recommend you to check the attached book chapter, where you will be able to find marketing strategies for agricultural products, their consequences and difficulties for implementation.

Regards,

Alfredo.

Chapter Organic Livestock Farming: Challenges, Perspectives, And Str...

Recently there are many innovations in Maharashtra especially in agricultural marketing where farmers/ producers are directly selling the products to consumers.

These innovations are like weekly bazars in Pune , farmer's producers' companies , outlets in Market yards especially for seasonal fruits like mangoes etc. 

Dr. Anjali Kulkarni 

Tata Institute of Social Sciences 

Thanks for your response answer Dr.Anjali Kulkarni.  can you list the farmers producer companies and the name of the bazar.

 Thank you for guidance Mr. A. J. Escribano. the reference paper is useful. 

The weekly bazzar is held at different locations in Pune at different days. 

The innovations are done under Maharashtra Agricultural competitiveness project having office at Pune. Farmer producer companies are many , which product you are exploring

Good marketing strategies for producers/farmers are context specific and varies depending on the market dynamics and capacity of farmers. For instance, smallholder farmers are highly dependent on intermediaries for number of reasons. smallholder farmers have little surplus to sell and they prefer to sell it at farm gate.and most importantly they lack the required marketing and business skills and market intelligence to compete in the ever changing markets.  whereas, the intermediaries are specialised in trade and marketing. some good strategies for direct marketing is organising farmers into marketing groups or cooperatives to get benefit of the economy of scale.  

I know about small farmers in Austria who produce wine. There are several wine growing villages but average land holding of such farmers in Austria is small - about 2 hectares of land. So they can produce at most several thousands bottles per year. Village organizes wine tasting parties on annual basis. Everybody can buy a ticket (costs only 15-25 euro) and taste up to a hundred of wines (there are more, but few people can afford drinking more than 1.5 liters and this will be if you taste 75 wines, 20 gram each (or 50 wines, 30 gram each). In this manner farmers become known (and their output has a variety) and some of them (larger than average) even supply bottles to supermarkets.

Example of such event is below (in German): http://www.weinidylle.at/eventstermine/veranstaltungen/singleansicht/article/weinfruehling-suedburgenland-2013/

thank u , Yuri Yegorov that was good marketing strategy, this way of marketing is healthy one for farmers as well as consumer to aware about the products.

The newest trend is building cooperative local retail stores that goes along with increasing preference for local food. Also organizing a web sales platform is innovative. Look at my latest presentation on RG for several international links and examples