This document discusses fish marketing in Pakistan. It begins by defining marketing and explaining that effective marketing is needed to make fish available to consumers. It then describes the fish marketing chain, which involves farmers selling to wholesalers and retailers before the fish reaches consumers. The document outlines the different market levels fish pass through, from primary to secondary to higher secondary to city markets. It also discusses factors influencing farmers' choice of marketing channel and challenges in the fish production and marketing system in Pakistan.

2. FISH MARKETING
PRESENTED BY:SYED BILAL TAHIR
College of Veterinary and Animal Sciences,Jhang
(Sub Campus UVAS)

3. WHAT IS MARKETING
 Marketing refers to the activities of a company associated with buying and
selling a product or service.
 It includes selling and delivering products to people.
 Marketing is based on thinking about the business in terms of customer
need and satisfaction.
 Therefore,to make fish available to consumer at a right time and in right
place requires an effective marketing system.

4. MARKETING CHAIN
The marketing chain for fish is similar to that for other agricultural
commodities
Fish farmer donot sell fish directly to consumers in the market
 It involves intermediaries from producer to consumer.
 Wholesalers
 Retailers
 Agents for processing plants and exporters

7. FISH MARKETING CHANNELS
 Domestic markets and distribution of fish are dominated by a large
number of intermediaries.
 All fish traded internally and for export pass through private channels and
involve four levels
 PRIMARY MARKETS
 SECONDARY MARKETS
 HIGHER SECONDARY MARKETS
 CITY OR TERMINAL MARKETS

8. CONT…..
 PRIMARY MARKETS
 Markets located in villages,district headquarters, or at a cross roads are
considered primary market.
 These are usually areas where fish are caught
 Fishermen bring a variety of fishes to the primary market
 And these markets open mostly in morning hours

9. CONT….
 SECONDARY MARKET
 The Beparies take the fish brought from fishermen to the nearest riverport
markets by road,river or rail to sell to wholesalers.
 Through these secondary markets the distribution of fish moves through
different channels to urban markets.
HIGHER SECONDARY MARKETS
From secondary markets beparies bring fish to higher secondary
markets
serving large areas of consumers.
These markets may consist of one or more wholesale markets
centers

10. CONT….
 CITY OR TERMINAL MARKETS
 Retailers buy fish from wholesailing centers of higher secondary markets.
 They sell fish directly to consumer either through fixed stalls or by vending
from rickshaws
 At each market level,wholesalers and retailers may be supplying fish to
local consumers.

12.  FACTORS AFFECTING CHOICE OF MARKETING CHANNEL
 Distance to the market
 Number of ponds
 Access to extension services
 Marketing cost
 Membership to a group
 Volume of sale

13. CONT…..
 Distance to the market
 Distance to market negatively influenced the likelihood that a farmer will
choose direct sales to retailers relative to neighbours.Farmers who are
close to the market places preffered to sell their fish directly to market
places.
 Number of ponds
 Number of fish ponds owned positively influenced farmers to sell to
retailers.Owing many ponds could translate to harvesting more fish.This
could encourage the farmers to sell to retailer who buy fish in bulk

14. CONT….
 Access to extension services
 The traders channel buys larger quantity and good quality fish.Only
farmers who had gone through training and access extension services
were able to attain these quality requirements and information about
traders from within and outside the country.
 Membership to a group
 Membership to a fish maketing group was associated with increased
likelihood of a farmer selling to traders channel as opposed to the
neighbour’s channel.Being a member of a marketing group increase the
probability of farmer selling to traders

15. CONT…
 Volume of sale
 The quantity sold positively influenced a farmer to sell his fish to traders
relative to neighbour.This is because traders bought in larger quantity.

16.  FISH PRODUCTION AND MARKETING CHALENGES
 Smallholder farmers find it difficult to participate in markets.
 Fish is highly perishable product, a factor that has been used by
middlemen to exploit fishermen by forcing them to sell their catch at low
prices
 Post harvest loses have eventually resulted in farmers receiving very low
prices for their produce while at the other end the consumers are
compelled to pay a highly inflated prices

17. CONT……
 Inadequate market channels and poor information regarding price are
among the factors affecting commercialization of direct market.

18. MARKETING PROBLEMS
 Poor physical facilities
 Landing centers
 Wholesale and retail markets
 Lack of preservation
 Price changes
 Lack of market information
 Shortage of capital

19. HOW TO IMPROVE MARKETING
 Building of roads is necessary near inland areas to imrprove market access.
 Instructions on improved methods of handling and curing fish.
 Motorised collector boats
 Mini ice plants and precessing facilities
 Building of modern landing facilities
 Training and extention.

20. MARKETING IN PAKISTAN
 Pakistan has a domestic and an international market for fish,shrimps and fish
products.At domestic level the catch from fresh water fisheries is supplied to the
local markets.
 On the international level Pakistan has a market for fish products,about 30% of the
total fish catch is exported to 30 countries of the world,Japan is our main market.
 About 80% of total fish catch of Mekran coast is dried for export to the Middle
east.
 Pakistan earns more then 6% of its foreign exchange by exporting fish.

21. FISH MARKETS IN PAKISTAN
 Most of the fish markets are located in Sindh and selected location of
Punjab
 All these markets are under the control of local administrations .
 Local consumers generally prefer freshwater fish over marine fish because
of their familiarity with river and inland farmed fish
 PUNJAB
 Lahore Fish market is considered the largest market of freshwater fish in
Pakistan.
 Freshwater fish is supplied in Lahore through farms located in Dera Ghazi
khan,Multan,Muzaffargarh,Kot adhu and Mandi Bahauddin.

25. TYPES OF FRESH WATER FISH
 Manaseer
 Rahu
 Palla
 Trout
 Thalla
 Grass and silver(bred Chinese species)