This document provides an agenda and overview for a workshop on marketing essentials for members of the Wool & Cashmere Association in Ulaanbaatar, Mongolia in February 2013. The workshop is hosted by the Agricultural Marketing and Brand Development Project in association with international and national experts. The agenda covers topics such as marketing basics, market research, customer retention, pricing strategy, export readiness, finding foreign buyers, and B2B marketing best practices. The project aims to help Mongolian cashmere and leather companies with branding, assessing brand potential, matchmaking with buyers, and establishing a brand management agency.

1. Workshop on the Essentials
of Marketing for
Members of the
Wool & Cashmere Association
Ulaanbaatar
February 2013
Agricultural Marketing and
Brand Development Project
in association with

2. Agricultural Marketing and Brand Development Project
Workshop Agenda
1. AMBDP Project Overview
2. Is Marketing important and what do you need to know about it? (Basics)
3. Do we know our (potential) customers? (Market Research & Segmentation)
4. How do we win and keep customers? (Market Strategy)
5. Pricing Strategy
6. Export: Are you interested? Are you ready for export?
7. How can you find foreign buyers ? (Developing an Export Plan)
8. What is special in B2B Marketing?
9. The do´s and don´ts of dealing with professional foreign buyers
10. Questions and Answers

3. Agricultural Marketing and Brand Development Project
The Agricultural Marketing and
Brand Development Project
• Project ongoing, since September 2012
• International and National Experts
• Focus on Cashmere! and Leather sector
• Branding („Mongolian Noble Fibre“)
• Brandability and Matchmaking
• Brand Management Agency
• 12 Pilot companies

4. Agricultural Marketing and Brand Development Project
The Agricultural Marketing and Brand
Development Project Consists of 4 Components
1. Branding (collaborative and original)
2. Brand-ability (cashmere and leather)
3. Matchmaking (cashmere)
4. Brand Management Agency

5. Agricultural Marketing and Brand Development Project
Questions to the participants:
1. Who has already participated in marketing training?
2. Who speaks English?
3. Wo is already exporting
4. Wo is interested in export?
5. Who thinks that his company is ready for exporting?

6. Agricultural Marketing and Brand Development Project
Workshop Agenda
1. AMBDP Project Overview
2. Is Marketing important and what do you need to know about it? (Basics)
3. Do we know our (potential) customers? (Market Research & Segmentation)
4. How do we win and keep customers? (Market Strategy)
5. Pricing Strategy
6. Export: Are you interested? Are you ready for export?
7. How can you find foreign buyers ? (Developing an Export Plan)
8. What is special in B2B Marketing?
9. The do´s and don´ts of dealing with professional foreign buyers
10. Questions and Answers

7. Agricultural Marketing and Brand Development Project
„It is no longer enough
to satisfy customers.
You must delight them.“
(Philip Kotler)

8. Agricultural Marketing and Brand Development Project
Great Names in the
Industry ………..

9. Agricultural Marketing and Brand Development Project
…….heavily
Invested during
many Years ……

10. Agricultural Marketing and Brand Development Project
….into Quality and
Brand Development……