A Series of Presentation By Mr Allah Dad Khan Master Trainer in Mushroom Technology Former DG Agriculture Extension KPK , Visiting Professor the University of Agriculture Peshawar

2. Marketing
Management of
Mushroom and 7 P’s
Presentation
By
Mr Allah Dad Khan

9. 1. Make the market drive your production. Talk to
potential buyers about volume and prices.
2. Explore various marketing options: brokers,
distributors, farmers’ markets, restaurants, grocery
stores, food service operations, and co-ops.
3. Consider reselling other growers’ mushrooms to
offer more variety and larger volume.
4. Talk to other producers and perhaps a consultant
about production systems.
5. Consider buying used equipment to reduce initial
capital investment.
6. Strike a balance between undercapitalizing and a
heavy debt load.

10.  Market the fresh or dried product directly to
your customers (at farmers’ markets, to over
the Internet, through mail-order offerings)
 Add value to the mushroom by creating
processed products (mushroom sauces, dried
entrée mixes, teas, extracts)
 Wholesale as fresh produce (on contract or by
the batch)

11.  If you can sell your mushrooms or mushroom
products directly to an end user, you will naturally
receive a better price than if you sell to a wholesaler.
Direct marketing of mushrooms at local farmers’
markets, to restaurants, or in supermarkets is
possible in many locations. When competing in local
markets, excellent service, top quality, and consistent
supply, rather than the lowest price, might win the
sale, particularly with gourmet chefs. Some chefs
specialize in locally grown foods and may be
interested for that reason. Others are willing to pay
for fresh, premium produce. In any case, establishing
a relationship with the buyer and reliably delivering a
quality product are essential for this type of
marketing

12.  Selling fresh mushrooms to a wholesaler will
mean a lower price than if you market
directly. However, for growers who choose
not to involve themselves in direct sales,
there are established wholesale markets for
mushrooms. Wholesalers advertise in produce
industry periodicals like The Packer. Your
local librarian or an Internet search can help
you locate other such magazines.

13.  Adding value to fresh mushrooms usually
means either developing a processed
product, such as a sauce, or drying surplus
mushrooms for sale in the off-season, when
prices are higher. A value-added product can
be sold either directly to the consumer or to
wholesalers

14. The 7 Ps of
Marketing

16.  The marketing mix definition is simple. It is about putting the
right product or a combination thereof in the place, at the
right time, and at the right price. The difficult part is doing
this well, as you need to know every aspect of your business
plan.

19.  To begin with, develop the habit of looking at your product as
though you were an outside marketing consultant brought in
to help your company decide whether or not it's in the right
business at this time. Ask critical questions such as, "Is your
current product or service, or mix of products and services,
appropriate and suitable for the market and the customers of
today?

21.  The second P in the formula is price. Develop the
habit of continually examining and reexamining
the prices of the products and services you sell to
make sure they're still appropriate to the realities
of the current market. Sometimes you need to
lower your prices.

23.  The third habit in marketing and sales is to think in
terms of promotion all the time. Promotion
includes all the ways you tell your customers about
your products or services and how you then market
and sell to them

25.  The fourth P in the marketing mix is the place
where your product or service is actually sold.
Develop the habit of reviewing and reflecting upon
the exact location where the customer meets the
salesperson. Sometimes a change in place can lead
to a rapid increase in sales

27.  Process Many customers no longer simply buy a
product or service - they invest in an entire
experience that starts from the moment they
discover your company and lasts through to
purchase and beyond.

29.  The next P is positioning. You should develop
the habit of thinking continually about how
you are positioned in the hearts and minds of
your customers. How do people think and
talk about you when you're not present? How
do people think and talk about your
company? What positioning do you have in
your market, in terms of the specific words
people use when they describe you and your
offerings to others?

31.  People Everyone who comes into contact with
your customers will make an impression.
Many customers cannot separate the product
or service from the staff member who
provides it, so your people will have a
profound effect — positive or negative — on
customer satisfaction