Marketing management of mushroom and 7 p’s By Mr Allah Dad Khan Visiting Professor the University of Agriculture Peshawar

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

6. Market Management
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.

7. Market Channels
• 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)

8. Direct marketing
• 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

9. Wholesale markets
• 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.

10. Adding Value to Fresh Mushrooms
• 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

11. The 7 Ps of
Marketing

13. Marketing Mix Definition:
• 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.

16. P-1 Product
• 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?

18. P-2 Prices
• 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.

20. P-3 Promotion
• 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

22. P-4 Place
• 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

24. P-5 Process
• 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.

26. P-6 Physical evidence
• 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?

28. P-7 People
• 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

30. Boomers and Binter