PPT file on Agricultural Marketing's 4P.

9
Chapter-5 Food Processing and Manufacturing

description

Describes 4P's of Agricultural MarketingPositioning and segmenting of Agricultural-Productsfinely.

Transcript of PPT file on Agricultural Marketing's 4P.

  • Chapter-5 Food Processing and Manufacturing

  • REMEMBER

    The more heavily processed foods are the less nutritious they become

  • Marketing Management in Food Manufacturing

  • 1-*Table 1.1Demand States and Marketing Tasks

    1. Negative demandA major part of the market dislikes the product and may even pay a price to avoid it.Analyze why, lower prices, change attitudes2. No demandTarget consumers may be unaware of or uninterested in the product. Find ways to connect the benefits of product to needs & wants3. Latent demandConsumers may have a strong need that cannot be satisfied by any existing product.Develop products and services4. Declining demandSooner or later every product faces a declineAnalyze the causes and re-stimulate5. Irregular demandVarying demand on a seasonal, daily or even hourly bases. Synchronize6. Full demandCompanies are pleased! Maintain and Improve7. Overfull demandHigher than what can be handled. Demarket permanently or temporarily8. Unwholesome demandUnwholesome products will attract organized efforts to discouraged their consumption.Get people give up using marketing tools

    Copyright 2012 Pearson Education, Inc. Publishing as Prentice HallSlide * of 26

    Evaluating and Selecting SegmentsIndividual marketingFull market coverage

  • Levels of Segmentation

  • Patterns of Target Market Selection

    Multiple Segments

  • Patterns of Target Market Selection

  • Differentiation and Positioning Choosing the Right Competitive Advantages

    A difference is worth establishing to the extent that it satisfies the following criteria:

    Important Distinctive Superior Communicable Preemptive Affordable Profitable

    7-49

    In evaluating different market segments, the firm must look at two factors: the segments overall attractiveness and the companys objectives and resources.Figure 8.4 shows that marketers have a range or continuum of possible levels of segmentation that can guide their target market decisions.*Full market coverage: a firm attempts to serve all customer groups with all the products they might need.Undifferentiated or mass marketing, the firm ignores segment differences and goes after the whole market with one offer.Differentiated marketing, the firm sells different products to all the different segment of the market.Multiple Segment Specialization: With selective specialization, a firm selects a subset of all the possible segments, each objectively attractive and appropriate. A supersegment is a set of segments sharing some exploitable similarity. A firm can also attempt to achieve some synergy with product or market specialization.product specialization, the firm sells a certain product to several different market segments. market specialization, the firm concentrates on serving many needs of a particular customer group, such as by selling an assortment of products only to university laboratories.Single-segment concentration: the firm markets to only one particular segment. Porsche concentrates on the sports car market and Volkswagen on the small-car market. A niche is a more narrowly defined customer group seeking a distinctive mix of benefits within a segment.Individual Marketing: segments of one, customized marketing, or one-to-one marketing. Customerization combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product and service offering of their choice.

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