Agri-Marketing Promotion
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Transcript of Agri-Marketing Promotion
Agrifood Marketing
Rolan Micallef Attard
www.yesitmatters.com
University of Malta
Course: BSc (Hons.) Mediterranean Agro-Ecosystems Management
Promotion of Agricultural Products 2009
Agricultural Products
Image (2)Food for thought
• Good image = successful marketing
• Cheap publicity & attempts to deceive
customer = bad name
• Poor reputation = no sales
• Untargeted promotion = higher expenses
• Good media relations = low costs
• Positive involvement of producers, staff,
intermediaries, and retailers along all the
marketing chain = positive customers
perceptions of farm, products and brand
Lane Farm Country
Foods: Visit one of
these exciting venues to
meet the farmers and
producers of your
food; taste the
difference and the
freshness of their
products.
Agricultural Products
Image (3)
Present a strong instantly recognisable image, subconsciously triggering customer confidence in the product
Create a distinctive logo, slogan, colours, typefaces
Uniformly adopt image to all stationery, vehicles, and publicity material to ensure immediate identification from competition
Slogan:
QUALITY
AND
WELFARE
FIRST
Marks of quality standards
Agricultural Products
Advertising
Identify the target market & buyers motives
Develop an advertising program on the 5 Ms • Mission = What are the set objectives?
• Money = What budget is required?
• Message = What is being conveyed?
• Media = What advertising medium to use?
• Measurement = What evaluation method to use?
Agricultural Products
Advertising objectives
Inform strategy – reach out to customers in order to create awareness of product
Persuade strategy – build selective demand for product and motivate prospective customer to change buying habits
• Enhance brand quality
• Comparative advertising
Remind strategy – reinforcement of message to convince the consumer that choice is the right one
Agricultural Products
Advertising budget
Budget will depend on:
• Stage of product life cycle
• Market share of brand
• Medium to use
• Advertising frequency
• Product substitutability
Agricultural Products
Advertising message (2)A new consumer advert has been developed by the British Pig Executive (BPEX) in the ongoing battle to save the British pig industry. A play on the traditional guide to pork cuts, the advert outlines in no uncertain terms the five key cuts threatening the pig industry – income, jobs, farms, quality and consumer choice.
Agricultural Products
Advertising message (3)Steps to follow:
• Message generation (brand offering, appeal)
• Message evaluation & selection (desirable, exclusive, believable)
• Message execution (impact, style, tone, words, format)
• Social responsibility review (social & legally correct) The cuts poster ad was recently recognised as ‘Advert of the Week’ by
Campaign magazine, the industry publication for the advertising sector
Agricultural Products
Advertising medium (1)
The campaign’s first phase advertising appeared in national
newspapers and opinion-former magazines in September 2007.
Decide on reach, frequency
& impact, by selecting the
media mix that will be the
most cost-effective to
deliver the desired message
to the target audience with
the budget available
Agricultural Products
Advertising medium (2)
The advert seen at 15 billboard sites in London’s top railway stations in addition to 85 sites distributed across London Underground stations. There were also potential plans to use the new creative in the printed press as a follow up to the ‘Save a Rare Breed’ ad which appeared in the national titles during the first three months of the year.
Agricultural Products
Advertising medium (3)
Decide on reach, frequency
& impact, by selecting the
media mix that will be the
most cost-effective to deliver
the desired message to the
target audience with the
budget available
The campaign’s second phase advertising appeared in national newspapers, Sunday supplements, women’s weekly and monthly magazines
and food magazines from January to March 2008. Also in the The Times, The Daily Telegraph, The Guardian, The Independent, The Daily
Mail, The Daily Express, The New Statesman, The Spectator, The Economist
Agricultural Products
Advertising medium (4)
This 3-page feature appeared in The Grocer (November 25th issue) and Meat Trades Journal (November 23rd issue).
Agricultural Products
Advertising medium (5)
The Campaign ‘Pig-o-meter’ is a huge wooden pig with a clock counting up the money that pig farmers are losing during the current crisis. The nationwide tour is intended to help raise awareness of the pig industry’s plight and of the campaign for a fair price for pigs.
Agricultural Products
Advertising medium (7)
Pig farmers from across the county have recorded a single as part of the campaign to raise awareness of their fight for fairer prices for their pigs to be
aired on radio, TV and the Internet. Stand by your Ham is based on the Tammy Wynette 1968 classic Stand by your Man and was recorded in a
London studio by a group of 30 farmers.
Agricultural Products
Advertising medium (8)
Celebrity chefs Phil Vickery, Lesley Walters, Aldo Zilli and AntonyWorrall Thompson have backed the campaign to support pig farmers on the brink of extinction because of the surge in feed prices.
Agricultural Products
Advertising evaluation
Measure
advertising
effectiveness
Customer research
Sales performance
Agricultural Products
Sales promotionEstablish sales promotion objectives
• Consider target market (customers, retailers), objectives, competition
Select sales promotion tools
• Consumer – samples, coupons, cash refunds, price packs, discounts
• Trade – frees, profit %s, allowances, shelf-space discounts, increase shelf facing, sales persons commissions
Evaluate results