Keys to Successful in Market Development (and Planning) · •QA / QC plan •Testing /...
Transcript of Keys to Successful in Market Development (and Planning) · •QA / QC plan •Testing /...
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Keys to Successful in
Market Development
(and Planning)
• Importance
• 6 Aspects to Consider
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Importance of Market Planning
• Complete as Part of Planning Process
- Effects facility design – screening,
storage / curing space, equipment
- Effects economics of operation
• Blue Print of Marketing Program
- Guide to program, can be modified
- Allows for pragmatic approach
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Reasons Why Market
Planning is Ignored
• Belief that market planning is not necessary
• Lack of understanding of importance
• Lack of understanding of how it affects staff
• Over anxiousness to ‘sell’
• Lack of attention to marketing side of
business
- Often due to focus on tip fee side of business
- Focus on process/equipment
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Key Elements in
Market Development
• Production / Facility
• Product Development
• Market Research
• Promotion
• Education
• Sales / Distribution
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Production / Facility Mgt.
Production
• Product quality /
specifications
• Product
diversification
• QA / QC plan
• Testing / certification
programs
Facility
• Inventory control
• Clean
• Storage capacity
• Equipment
• Staffing
• Demonstration site
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DO’s
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DON’Ts
Uncontrolled give-aways
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Product Research
• Literature search
• Lab or university based
– Limited scale, full scale
– Short, intermediate, long term
• Demonstration plots
• Research farms
There’s work to get the product ‘right’ for sale, then
there’s new product development research
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Foliage colour - FAIRWAY
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WEEK 1 WEEK 2 WEEK 3
Co
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Treatment 1
Treatment 2
Treatment 3
Treatment 4
Differing scale and scientific intensity
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Root Zone Guidelines vs. Blending Data
CharacteristicsUSGA
Guidelines
STRI Golf Guidelines(UK only)
90 : 10 Sand:
Compost
85 : 15 Sand:
Compost
80 : 20Sand:
Compost
Saturated Hydraulic Conductivity ≥ 150 mm / hr ≥ 150 mm / hr 780 577 429Total Porosity (%) 35 - 55 % ≥ 35 % 38.2 39.3 39.1
At 30 cm TensionAir-Filled Porosity (%) 15 - 30 % ≥14 % 16.6 17.5 12.5Capillary Porosity (%) 15 - 25 % ≥17% 21.6 21.8 26
Bulk Density (g/cc) 1.6 1.57 1.54
Particle Density (g/cc) 2.59 2.58 2.53
Organic Matter Content (%)1% - 5%
(2-4% ideal) 0.5 - 3.5 % 1 1.3 1.4
At 40 cm Tension
Air-Filled Porosity (%)Not
ApplicableNot
Applicable 26.6 26.6 23.6
Capillary Porosity (%)Not
ApplicableNot
Applicable 11.6 12.7 15.6
pH 6.6 6.5 6.3
Lab research to assist in product development
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Onion Research 30
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Control Compost Gypsum Com+GypYi
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Yield of >50mm diameter onions - 2016 harvest
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Control Compost Gypsum Com+Gyp
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Percentage increase over control: Total Weight -2016 harvest
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Control Compost Gypsum Com+Gyp
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Yie
ld (
ton
ne
s/h
a)
Yield of <50mm diameter onions - 2016 harvest
40
50
60
70
80
90
100
Control Compost Gypsum Com+Gyp
Yie
ld (
ton
ne
s/h
a)
Total Yield of onions - 2016 harvest
80
82
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86
88
90
92
94
96
98
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Control Compost Gypsum Com+Gyp
Yie
ld (
ton
ne
s/h
a)
Percentage of >50mm Onions - 2016 harvest
30
35
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60
65
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Control Compost Gypsum Com+Gyp
pe
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nta
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dif
fere
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ntr
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Percentage increase over control: >50mm diameter onions - 2016 harvest
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Control Compost Gypsum Com+Gyp
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Percentage increase over control: Total Weight -2016 harvest
Each input supports
the overall yield
increase, creates
soil building blocks
with the aim of
increasing yield
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Market Research
• Quantify Market
• Qualify Market
• Product Positioning
• Identify Competitors
• Identify Constraints / Barriers
– Identify product stigmas
• Develop Market Plan
– Target markets, pricing, etc.
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Marketing
Plan
Geographic
Target Market
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Target Compost Markets
• Agriculture
• Erosion
Control
• Landscapers
• Reclamation
• Sports Turf
• Resellers
• Retail Sales
• Topsoil Manufacturers
• Turf
• Wholesale Nurseries
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Competition
Peat?
Topsoil?
Fertiliser?
Other
composts?
Will likely be market dependent
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Promotion
• Name / Logo (branding)
• Product Literature
• Advertising
– Trade shows
– Print, other
• Field Trials (case studies)
• Promotional Items
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Education
• Public Sector
• Green Industry Professionals
• Specifiers
• Government Agencies
– Feedstock generators, end users, specifiers, roadway departments
• Facility Employees
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Educate
end users
public,
specifiers
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Staff
Training
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Understand Product Benefits
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Sales / Distribution
• Target Markets
• Geography
• Marketing Strategy
• Sales Strategies
• Technical Assistance
• Delivery Infrastructure
• Staffing
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Geographic Target
Market
Discussed earlier in marketing plan
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Product Mix / Target Markets
• Agriculture
• Wholesale
nurseries
• Landscaping
• Resellers
• Reclamation
• Soil amendment
–Soil conditioner
–Surface mulch
–Planter mixes
–Topsoil manufacture
–Topdressing
• Growing medium
–Peat diluent
• FertilizerProduct positioning
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Compost Certification
and Registration
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Niche Marketing
• Producing products specifically for
a certain application
• Varying process to effect product
characteristics or adding additives
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Specifiers
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Market Development
Strategies
• Brokers
• In-house
- Distributors / Stockers
- Direct sales
- Combination
Just distribute?
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Technical training is
helpful
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Delivery
Infrastructure
Must be able to deliver…
when, when, appropriate
volumes
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Compost Market
Development / Sales
• Investment (2-3 years)– Cost
– Time
– Staff
• Game plan
Must work consistently………Tipping Point !
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Questions ?