Market Positioning Marketing Strategies

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    Market Positioning Marketing Strategies - Presentation Transcript

    1. Market Positioning/Marketing Strategies Dr. Wen-Chi Huang Associate Professor Department Of Agribusiness Management, National Pingtung University Of Science And Technology (NPUST), Taiwan
    2. Content
      • Definitions
      • Industrial, Commodity, or Branded Product
      • Economy of Scale and the Importance of Organizing Small Farmers
      • Managing Product Quality
    3. Definitions
      • Marketing Concept
        • “ The philosophy of the company to satisfy consumer needs at a profit”
      • Marketing programs
        • For the branded products, the seller is able to identify the market, design the products, and position in the targeted market
      • Quality
        • In commodity grading, QUALITY refers to “attributes of commodity that influence its acceptability to a group of buyers and the price they are willing to pay for it”
    4. Marketing for different type of Consumer and Product
      • Consumer marketing
        • Supplying consumers generally with branded products
      • Industrial marketing
        • Supplying differentiated ingredients to processors and manufacturers
      • Commodity marketing
        • Supplying undifferentiated raw materials
    5. Industrial Product
      • Raw materials from farm or sea when produced to specifications
      • Specialized commodities: Produced to specification but not designed for a specific process
      • Bulk industrial products: produced to specification and used in large quantities
      • Partially processed: need further processing
      • Processed products in a ready to use form for final consumers
      • Processed specialty ingredients
    6. Commodity Product
      • Commodity Grading and Standardization
        • Why grading? To have identifiable standards of quality so that prices can be established for each grade
        • Who should set up the grading system?
          • Government
          • Producers’ organization
          • Trade organization
          • Others
    7. Commodity Product
      • Commodity Pricing Mechanisms
        • Individual Negotiation
        • Auction Market
        • Electronic Market
        • Formula Pricing
        • Collective Bargaining
        • Administrated Prices
    8. Branded Products
      • For final consumers
      • Target market
        • A group of customers at which the seller directed the marketing programs
        • Market selection: market research and segmentation
      • Marketing for the targeted market
        • Marketing strategy (positioning)
        • Marketing mix (Product, Promotion, Price, Distribution)
    9. Marketing Plan
      • Marketing plan is part of the functional plans such as finance, manufacturing plans of the organization, which include two levels of plan:
        • The Strategic Marketing Plan
        • The Action Plan
    10. Strategic Marketing Plan
        • Define and quantify the market
      • Situation analysis
        • External:
          • Macro environment: economic, demographic, lifestyle, environmental issues, food health concern
          • Micro environment: customers, product. Competitors, distributors, suppliers
        • Internal:
          • Overall strategy, Effectiveness, Organization, systems, marketing functions
      • Objectives
        • Quantifiable, measurable, actionable, and motivational
      • Marketing strategies
        • Segmentation and positioning
    11. The Importance of Organizing Small Farmers
      • Economy of Scale
        • Reduction of input costs (seeds, fertilizer, transportation)
        • Specialization in different tasks and functions becomes feasible
        • Bargaining power
      • Application of the Marketing Concept
        • Implications for different customers
    12. Managing Product Quality
      • Grading: sort a product into quality classifications according to standards that are agreed upon by the industry
      • Quality is characteristics of the products defined by the standards
        • Consumer product: Brand is the composite of private “quality” standards
        • National/International standards for commodity
        • Specification of industrial products
      • Quality of the “total” product include product, package, and service
    13. Thank You
    14. Components of Marketing Plan
      • Executive summary
      • Situation analysis
      • Marketing objectives
      • Market Selection: Target Markets
      • Marketing Strategy
      • Marketing Mix
      • Budgets, control, and accountability
    15. References
      • Asian Productivity Organization (APO), 2002, Food Standards and Labeling Systems in Asia and the Pacific. Tokyo: APO
      • Bearden, W.O., T.N. Ingram, and R.W. LaForge, 2001, Marketing: Principles & Perspectives. Boston: McGraw-Hill
      • Council of Agriculture (COA), Executive Yuan, 2008, Taiwan Agriculture and Food Traceability System. http://taft.coa.gov.tw/
      • Schaffner, D.J., W.R. Schroder, and M.D. Earle, 1998, Food Marketing: An International Perspective. Boston: McGraw-Hill

    + Siddharth NathSiddharth Nath, 9 months ago

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