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Marketing - Co-operative values and culture - LeadFarm Project
- 1. Marketing members: strengthen your affiliate links by marketing services in agriculture
- 2. Project No: 2017-1-IE01-KA202-025711 This project has been funded with support from the European Commission. This publication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein. 2
- 3. What’s in this Module • Targets and needs • Qualitative tools • Components of a value-added service offering for members and the cooperative • Deploy a service marketing policy 3
- 4. Aim: Deploy a marketing strategy to strengthen the bond with the members Objectives: By the end of this session you will be able to: Aims & Objectives Identify new needs and service expectations of farmers Determine an innovative and attractive service offer Optimize the realization of services internally
- 5. 5 Introduction : The 4 steps of the agricultural services marketing approach The market The offer The Implementation The member link What are the needs of the member farmers? To identify your personae: what is the profile of farmers producing? To identify the buying and selling behaviors of your members Analyzing farmers' demand: what are their needs, expectations and priorities? Training program
- 6. Training program What offer of services to offer to your member farmers? What is a service? an advice ? what links to a product? The specificities of a service in agriculture: content, organization, valuation The creation of a new service: design, positioning, communication Develop a policy of services in agricultural cooperatives To Analyze the realization of the services: unfolding, traceability, sensitive points Internal preparation of new services: process actors, follow-up, results To professionalize your teams: know-how involvement, efficiency 6
- 7. Objective: to take ownership of the agricultural services approach 1. Identify the needs and expectations of farmers 2. Determine an innovative and attractive service offer 3. Optimize the realization of services internally 7
- 8. The marketing approach of agricultural services THE MARKET Farmers : Business challenges Profiles and needs Competition: Suppliers / organizations COOPERATIVE : Product and service ranges Material resources / logistics Teams / men Corporate culture SERVICE: Paid services Associated or not with the products relational service offer Needs Expectations
- 9. 9 The marketing approach of services in 4 steps 1.The market 2.The offer 3. Implementation 4.The member link What do your members want today? What are their needs What service offer? Which services to keep, delete, invent? Which processes?What improvements? What policy services What evolution of the adherent link by marketing services?
- 10. 1. The market Identify the needs and expectations of farmers 10
- 11. The challenges of the farm business 11 Strategy objectives Skills Will Product process Live - regulatory Markets position Quality / price / Help Work organization Size / mechanization Produce Sale Manage Gross products Margin GOS Result Treasury Earnings The results factors The results
- 12. The technical challenges of the farm business 12 Warming Collective epidemic Monitoring and surveillance Security Traceability Standard Yield Quality Hygiene Environment
- 13. the economic challenges of the farm business 13 Suitability to consumer needs Restructuring of the sectors Variability price space / time Mastery of inputs Collective Resource Strategy Quality advice and follow-up sales figures Gross product Costs Margins
- 14. The structural challenges of the farm business 14 Favorable status Land control / exploitation Productivity / hectare Relational issues Business strategy : Decrease and prevent risks Discern and decide Anticipate and innovate Perennity Productivity
- 15. 1A. The psychological profiles of farmers 15 4 psychological profiles of farmers: • Agronomic • Economic • Ergonomic • Affective
- 16. 4 dominant trends for crop management or livestock activities • AGRONOMIC Agronomic performance (adaptation to soil / climate consumptions, product valorisation, respect for the environment) • ECONOMIC Production cost performance • ERGONOMIC Comfort performance and work safety • EMOTIONAL Personal valuation performance 16
- 17. The agronomic profile: emergence of an agrological profile Reason for cultural practices by favoring: • The technical performances of each production (adequacy of the interventions to the specificities of the productions) • Technical security (no breakdowns in intervention) • The "right gesture at the right time" (respect for the crop: soil structure, seed rate, harvest conditions ...) His needs: innovative technical information, reliable advice, instructions for use, being at optimum 17
- 18. The economic profile Raises its production costs by focusing on: • Consumption performance (fertilization, plant health, fuels) • The speed of interventions (planting sites, treatment, harvests) • Association or simplification of materials (train of culture) to be more efficient His needs: precise figures, advice on savings, gaining profits 18
- 19. The ergonomic profile : emergence on a logistic profile Reason the organization of its cultural work or breeding by privileging: • Performances at work (productivity per hectare or per hour) • The comfort of work for his well-being (ease of use and execution) • Good organization of interventions (planting sites, treatments, harvest) His needs: Information on execution times, advice in terms of use, reduce time, go fast 19
- 20. The ergonomic profile : emergence on a logistic profile Reason the organization of its cultural work or breeding by privileging: • Performances at work (productivity per hectare or per hour) • The comfort of work for his well-being (ease of use and execution) • Good organization of interventions (planting sites, treatments, harvest) His needs: Information on execution times, advice in terms of use, reduce time, go fast 20
- 21. The emotional profile Reason "external signs of valorization" by privileging: • The seduction performances (have the firmest, be the first to, be the best, be privileged) • Innovative options and the pioneering spirit • Recognition of his skills His needs: information on options and novelties, privileged services, availability, recognition and value 21
- 22. 1B. Reflect on farmers' buying and selling behaviors Purchasing or sales decision-making is based on: 22 OBJECTIVE CRITERIA Useful = NEEDS Visible and measurable Limiting Agronomic Economic Ergonomic Emotional SUBJECTIVE CRITERIA Engine = EXPECTATIONS Invisible, unmeasurable Inhibitor (brakes) Experiences The relationship The representation
- 23. The experience: the experiences made Come back to the past 23 Live in the present See the future
- 24. Relational: trust and mistrust • Signs of proximity, sympathy • Conviviality, trust • It’s a friend 24 • Sign of distance, dislike • Reserved, suspicious • It's a supplier, we negotiate
- 25. The Representation Product vision, advice, service 25 me what I think… • Experiment, try, want to see • Lived favorable advice • Positive image of the future • Want to see if it works or not • Live unfavorable advice • Negative image of the future
- 26. Capturing the interest of the member: Put yourself in their prism of view 26 Agronomic Economic Ergonomic Emotional Experiences The relationship The representation NEEDS EXPECTATIONS BUSINESS CHALLENGES
- 27. Go to the "market" of members: 2 possible ways 27 What induces this positioning: • The search for the nutritional quality of the consumer and respect • Less technical expectations • The need to differentiate by offering • The creation of values VOLUME Way SERVICE Way What induces this positioning: • The search for low prices of the consumer • Intensification of competition • The reduction of aid
- 28. 2. The offer: Determine an attractive service offer 28
- 29. 2.A What are we talking about ? Product, Advice, Service 29 Product • Material: physical body • Use it • Objective and visible result Advice • Intangible: oral or written information • Listens, reads, understands • Subjective and invisible result Service • Material and immaterial: action that takes place between people • Imagine and live • Is consumed as it develops (customer participation) • Objective and subjective result, visible as the service progresses
- 30. The product offer to farmers 30 Material good • Approval • Storage Employment • Precision • Comfort • Security • Register crops Result • Reliability • Cost / hectare • Environmental impact Modes of purchase • Prices • shipments • After sales service, interlocutor
- 31. The offer of standard advice to farmers 31 Technical Diagnostics Say what was done Campaign reports - followed by campaigns Technical recommendations Say what to do Choice and use of products Regulatory aids Saying how to be up to standards Good practices / Reasoned agriculture Aid for choice Say what's there to trigger the purchase Purchase decision: choice to the product Decision to deal with: climate warnings, lowland circuit Offer advice, prescribed, free, collective result: expertise
- 32. The offer of personalized advice to farmers 32 operational diagnosis Analyze a particular situation / objective Identify the good and the bad 3Year Supply Strategy - Business Strategy Recommendation of evolution Support the implementation of the strategy Ex: Bring revenue -Valuing production Treat usefully and economically Quality procedures, specifications Decision-making aids Bring the necessary elements to the decision and pre-processed Comparative products supply (economic, environmental) Comparative contracts collection and exploitation (margins) Calculations and plans Advice: Custom Diagnostics / Recommendations Before operational effects on the farm Paying because methods and means of work
- 33. The historic offer of service to farmers 33 Production Logistic Management Analyzes Withdrawals Distribution Collection Administrative obligations Soil balance Product quality Health security Animal health Centers Touring Schedule Staff Accounting Tax returns Articles of Association Forecast studies CAP Statements Service: obligation, prescription, result little exploited
- 34. The new offer of service to farmers 34 Farmer CooperativeRelational Mastery of functions Visible earnings Custom Flexible Action to be carried out Logistic Management Production Results Service: operative action, visible result, paid because earnings contribution
- 35. 2.B the components of a service offering 35 Content Organization Staff Service Economy • Actions to be completed • Material resources • Where ? when? • Service logistics • Cooperative skills • Selected technicians • Rates, prices • Quotation - Payment
- 36. Define the content of the service 36 Content • Actions to be completed • Material resources Explain the steps of the actions to be carried out: • Service flow: what is done • Means of service: how do we do it Valuing the result that will be obtained for the farmer: • Technical, economic, environmental gains
- 37. Define the organization of the service 37 Organization • Where ? when? • Service logistics Valuing the necessary time: • Intervention method / Quality / Reliability Valuing the cooperative: • Proximity / Speed / Partnership • Follow-up of the farmer by the technician
- 38. Define service staff 38 Staff • Cooperative skills • Selected technicians Valuing the staff: • Availability (reception - presence - conviviality) • Skills (versatile and specialized technicians) • Advice (Information / Reliability) • Success (success of interventions)
- 39. Define the service economy 39 Economy • Rates, prices • Quotation - Payment Argue the price: • Report result / quality / price • Incentives to purchase • Subscription and payment benefits • Fidelization contracts
- 40. 2C. Create your service offer 40 A market : Set of expressed or latent needs satisfied by a service Objective needs / Subjective expectations / financial ability to buy A service: Set of actions performed for a client Does not see / consumes itself as it is realized / Requires the participation of the buyer Create a service offer: Define all the components of the service, determine its commercial positioning, communicate on the service
- 41. Commercial positioning of the service 41 Position the service offer at the heart of the farmer's profession (plant or animal production process): the visible result for the member Position the service offer in the cooperative's existing services and in the face of competition: the totally different from the others CULTURE service BREEDING Service ENVIRONMENT Service
- 42. The visible result for the member 42 For the member :VRM 4 conditions: • Measurable gain (time, money, comfort, solution, ...) • Positive subjective value perceived by the member • Ease of use / realization of the service • Customizable, scalable action
- 43. The totally different from the others 43 For the cooperative :TDO 4 conditions: • Innovative and original compared to the existing internal • Reflecting the DNA of the cooperative in all its characteristics • Differentiated from competitive services • Markable and visible to all
- 44. Argue a new service 44 • Have prepared a service argument (different from that of the product) • Highlight the benefits and benefits that the customer will get: • the realization of the service • and his purchase • Choose a name and commercial slogan
- 45. Communicate on a new service 45 Objective: To give farmers the desire to test a new service 1 Content: Write a clear, short and catchy message 2 Support: Choose a communication support visible a relayable 3 Period: Season, duration, raise 4
- 46. 3. The implementation Develop a service policy 46
- 47. 3A. Improve the delivery of services 47 1.To provide 2.To make 4.To react Service 4.To verify
- 48. The progression of a service 48 Reception request Customer Agreement Work organization Execution work Work control Customer feed-back
- 49. the traceability of a service 49 Intervention voucher Agenda planning Bill Quotation List Equipment Time intervention
- 50. The identification of sensitive points 50 Membership management Skills management Time management Results management
- 51. 3B. Prepare the realization of a new service 51 Traceability Means CostsStaff Space Time
- 52. Process and actors 52 Who does what, when and where? For each step: Result - people - Action - Planning Output Operational Collaborators Managers Time Places Process Tasks
- 53. Plan of realization of a new service 53 Actors All bases HRD Sellers Managers Direction Ground Customers May June September October November December January Deadlines Survey Farmers Work group services Creation Headquarters unit New visit form Sellers training Pilot operation Deployment Introduction of bonuses
- 54. Professionalize teams in-house 54 Sell a product ... • Technical • Demonstration • Comparison • Value for money Sell a service! • Use • Representatio n • Adaptation • Result / price report
- 55. Being a service seller is: 55 • To have prepared and organized the course of the service: Working methods, time control, choice of prices, traceability ... • Be convinced of the merits of the service: Know how to put benefits to the customer • Be convinced of the skills of your team: Know how to put forward technical expertise, information, advice ... • Have a perspective of service development: Time required to set up the service and the trust of customers
- 56. Summary: your service marketing action plan in your co-op 56 6 key points to remember: • Check the existence of a real market: needs + payment • Choosing measurable and marketable services in culture • Organize internal resources before launching services • Prepare your teams to a cultural change involving Direction, Managers and Ground • Communicate widely about the service • To develop the services is to persevere
- 57. 4. Conclusion: Strengthening the affiliate link by marketing services 57
- 58. Determine the fidelity of the member to his cooperative 58 TRUST IN DIRECTORS Skills Integrity Respect - communication TRUST IN MANAGERS skills Integrity Respect - communication FIDELITY OFTHE ADHERENT TO ITS AGRICULTURAL COOPERATIVE INVOLVEMENT Affective Calculated Normative Internalization CHARACTERISTICS RELATEDTOTHE MEMBER Level of education CHARACTERISTICS RELATEDTO AGRICULTURAL EXPLOITATION Agricultural area used Possibility of storage on the farm
- 59. Strengthen the member link 59 Services marketing • Added value • Transparency • Involvement • Relationship to the service center Cooperative values Performance Transparency accountability Member of the center of the cooperative