Welcome to the Department of

Economics and Sociology

Faculty Of
Business Administration
PATUAKHALI SCIENCE AND TECHNOLOGY
UNIVERSITY
Livestock and Poultry
Marketing
Livestock and Poultry Marketing
The bridge that links producer & consumer
of livestock and poultry product
What is a Market?
Buyers Sellers
What is a Market?
◼ A market is made up of buyers & sellers
◼ Buyers are people who need or want a
product or service and have the money
to buy it.
◼ A market must also have sellers who are
willing & able to produce goods &
services for sale.
What is Marketing?
◼ The process of determining the needs
and wants of consumers & being able to
satisfy those needs & wants.
◼ Marketing includes all of the activities
necessary to move a product from the
producer to the consumer.
 Definition of Marketing
◼ According to Philip Kotler “Marketing is
the social process by which individuals
and groups obtain what they need and
want through creating and exchanging
products and value with others.”
◼ H.L. Hansen:
◼ Marketing is the process of discovering and
translating consumer needs and wants into
products and services, creating demand for
these products and services, and then in
turn expanding this demand.
◼ Edward W . Cundiff:
◼ Marketing is the business process by which
products are matched with markets and
through which transfer of ownership are
affected.
◼ According to the American Marketing
Association (AMA) Board of Directors,
Marketing is the activity, set of institutions,
and processes for creating, communicating,
delivering, and exchanging offerings that
have value for customers, clients, partners,
and society at large.
SCOPE OF MARKETING
OR WHAT ARE MARKETED?
◼ Marketing is a dynamic business process.
Due to change of time, the scope of
marketing has been changed.
◼ The scope of marketing deals with the
question, ‘what is marketed?’ According
to Kotler, marketing people are involved
with ten types of entities.
SCOPE OF MARKETING
◼ Some of the most important scope of
marketing are as follows:

1. Goods 6. Places
2. Services 7. Properties
3. Events 8. Organizations
4. Experiences 9. Information
5. Persons 10. Idea
 1. Goods:
◼ Good is defined as something tangible that can be
offered to market to satisfy a need or want.

◼ Exchange of physical goods result in ownership.

Goods constitute the bulk of most countries’
production and marketing effort. The total marketing
programs are centred with goods.

◼ In a developing country like Bangladesh fast moving

consumer goods (shampoo, bread, ketchup,
cigarettes, newspapers etc.) and consumer durables
(television, gas appliances, fans etc.) are produced
and consumed in large quantities every year .
 2. Services:
◼ Service is any activity or benefit that one
party can offer to another that is
essentially intangible and does not result
in the ownership of anything.

◼ Services include the work of professionals

lawyers, doctors, teachers etc, hotels,
airlines, banks, insurance companies,
transportation corporations etc.
◼ Production of service may or may not be tied
to a physical product. Many market offerings
consists of a variable mix of goods and
services.

◼ At the pure, service end would be a doctor

listening to a patient or watching movie in a
cinema hall; and at a more tangible level in
fast food centre, the consumers consume both
a good and a service. As economies advance,
the share of service in gross domestic product
increases.
 3. Experiences:
◼ By mixing several services and goods, one can
create, stage and market experiences.
◼ For example, water parks, zoos, museums etc.
provide the experiences which are not the part
of routine life.
◼ There is a market for different experiences
such as climbing Mount Everest or
Kanchanjunga, travelling in Palace on Wheels,
rope ways, river rafting, a trip to Moon,
travelling in Trans Siberian Railways across
five time zones etc.
 4. Events:
◼ Marketers promote time–based, theme-based
or special events such
◼ company anniversaries,
◼ sports events (FIFA world cup, IPL, as
Olympics, ),
◼ artistic performances (KK live concert),
◼ trade shows (Book Fair, Automobile fair),
◼ award ceremonies (Film fare awards, Screen
awards),
◼ beauty contests (Miss World, Miss Universe,
Miss India, Miss Chandigarh),
 5. Persons:
◼ Celebrity marketing has become a major
business. Film stars, singers, cricketers,
footballer celebrity are has an agent,
personal manager and ties with public
relation agency, and getting help from
celebrity marketers.
◼ In the 18th parliamentary election, BJP’s
election strategy centres around Narendra
Damodar Modi, that’ s power of personality.
 6. Places:
◼ Cities, states, regions, and countries compete
to attract tourists. Today, states and countries
are also marketing places to factories,
companies, new residents, real estate agents,
banks and business associations.
◼ Place marketers are largely real estate agents
and builders. They are using mega events and
exhibitions to market places. The tourism
ministry is also aggressively promoting tourist
spots locally and globally.
 7. Properties:
◼ Properties can be categorized as real properties
or financial properties. Real property is the
ownership of real estates, whereas financial
property relates to stocks and bonds. Properties
are bought and sold through marketing.
◼ Marketing enhances the need of ownership and
creates possession utility. With improving
income levels in the economy, people are
seeking better ways of saving money. Financial
and real property marketing need to build trust
and confidence at higher levels.
 8. Organizations:
◼ Organizations actively work to build image in the
minds of their target public. The Public relation
(PR) department plays an active role in
marketing an organization’s image.
◼ Marketers of the services need to build the
corporate image, as exchange of services does
not result in the ownership of anything. The
organization’s goodwill promotes trust and
reliability. The organization’s image also helps
the companies in the smooth introduction of
new products.
 9. Information:
❑ Information can be produced and marketed
as a product. This is essentially what
schools, colleges and universities produce
and distribute at a price to parents, students
and communities.

❑ Encyclopaedias and most non-fiction books

market information. Magazines such as
Fitness and Muscle provide information
about staying healthy ;
◼ Business India, Business Today and
Business World provide information
about business activities that are taking
place in various organizations.
◼ There are number of magazines which
are focussed an automobiles,
architecture and interior designing,
computers, audio system, television
programmes etc. which cater to the
information needs of the customers.
 10. Idea:
◼ Every market offering includes a basic idea.
Products and services are used as platforms
for delivering some idea or benefit.
◼ Social marketers widely promote ideas.
Maruti Udyog Limited promoted safe driving
habits, need to wear seat belts, need to
prohibit children from sitting near the driver’s
seat, and so on.
◼ Social marketers are busy promoting ideas
such as ‘Say no to drugs’, ‘save water’ ,
‘exercise daily’.
Top 10 Important Role of Marketing in
Making a Product Successful
◼ 1. Meets consumer needs and
wants:
◼ Needs pre-exist in market. Marketers
identify the needs of the consumer and
adopt their marketing strategies
accordingly. They influence wants, as
these are shaped by cultural and
individual personalities. Their needs are
satisfied through the exchange process.
◼ 2. Ensures organization survival,
growth and reputation:
◼ A business survives because of customer
retention and increase in the market
share.
◼ Marketing helps companies achieve their
objectives because it is customer-centric.
Marketing helps in satisfying customers
beyond their expectations.
◼ 3. Widens market:
◼ Marketers use mass communication tools
such as advertising, sales, promotion,
event marketing and PR to promote their
products far and wide.

◼ Moreover, PR programmes build and

protect a company’s image and product.
Revolutions in media technology have
made marketing more interactive.
◼ 4. Adapting the right price:
◼ Price is a critical element in the
marketing mix of a producer because it
generates revenue.
◼ Marketing strategies help in setting fair
prices, incorporating appropriate
changes, and preparing a right approach.
The exchange process move smoothly
when prices are fixed in a favourable
manner.
◼ 5. Better product offerings:
◼ Most companies sell more than one
product.

◼ Physical products, that is goods have to be

well packed and labelled. In contrast,
services are characterized by intangibility
and inseparability. Thus, marketing plays
an active role by designing and managing
product offerings.
◼ 6. Creates utility:
◼ Much of a product’s utility is created
through marketing.

◼ Utility is the ability of a product to satisfy

wants. Marketing creates form, place,
time, information and possession utility.
For example, a car fulfills the need to
possess a vehicle and ride it.
◼ 7. Management of demand:
◼ Marketers are skilled professionals who
play a key role in influencing level, timing
and composition of demand.
◼ A demand can be a negative demand, no
demand, latent demand, declining
demand, irregular demand, full demand
or overfull demand. Marketing helps in
dealing with these varied levels of
demand.
◼ 8. Face competition:
◼ Competitive orientation is important in
today’s global markets.
◼ Marketing helps in maintaining balance of
consumers’ expectations and competitor’s
offerings by monitoring the market closely.
◼ Superior services, premium products and
efficient dealership are used by marketers
to retain their market share.
◼ 9. Discharge social responsibilities:
◼ Rising customer expectations, government
pressure and environmental degradation
have forced companies to practice higher
levels of social responsibilities.
◼ Here, social marketing plays an important
role. Cause-related marketing is widely
used by big corporate houses. For example,
through the promotion of low-priced
Lifebuoy, Hindustan Unilever Limited
spreads hygiene awareness in rural areas.
◼ 10. Economic growth:
◼ Marketing creates demand. Increased
demand encourages production and
distribution activities.
◼ As a result, industrial growth is boosted
and income levels improve due to
increased employment opportunities.
◼ This improves the standard of living by
offering superior and improved products.
Thus, the overall economic growth is
boosted.
Agricultural Marketing
Agricultural marketing generally means the
marketing of agricultural products to the
first handler.

In macro (social) perspective, it is the

performance of all business activities
involved in the forward flow of agricultural
products from farm producers to
consumers.
Definition Of Livestock
Marketing
◼ Livestock marketing embraces all the
farming activities involved in getting
livestock products and by-product from
the hands of farmers and manufacturers
into the hands of final consumers.
◼ Livestock marketing is the branch of
social science which deals with the
whole business activities such as
production, buying and selling
assembling, transportation, grading,
storage, etc. of livestock products
from initial stages up to reached to
the hand of consumers for
consumption as final stages.
Marketing utility:
◼ Utility will refers to the value of
marketing which adds to goods and
services.

◼ The marketing function will allow to

create utility. There are five types of
utilities.
◼ Form utility: The processing function
adds form utility to the product by
changing the raw materials to finished
products .For example, through
processing milk is converted into ice-
cream, ghee, butter etc.

◼ Time utility: The storage function adds

time utility to the products by making the
products is available during the
convenient period.
◼ Place utility: The transportation
function adds place utility to products by
making the products and services
available in convenience location and
place.
◼ Possession utility: The marketing
function of buying and selling helps in
the transfer of ownership from one to
another. It making the exchange of
goods and services between the buyers
and sellers.

◼ Information utility: To inform the

buyers that the products exist, how to
use it, the price and other related
information of the products availability.
 Marketing Philosophies
◼ The five marketing philosophies help
determine the management of marketing.
◼ Companies approach and conduct business
in different ways in order to achieve their
organizational goals.
◼ The five competing concepts by which
companies are guided in their marketing
efforts are:
 The Production Concept
◼ Kotler has defined the production concept as a
philosophy that holds consumers who will favor
those products that are available and highly
affordable and therefore management should
concentrate on improving production and
distribution efficiency.
The Product Concept

◼ The product concept as defined by Kotler

holds that the consumer will favor those
products that offer the most quality,
performance and features and therefore the
organization should devote its strategy to
making continuous product improvement.
The Selling Concept

◼ Kotler has defined the selling concept,

which says that the consumer will not buy
enough of the organization’s product unless
the organization undertakes substantial
selling and promotional efforts.
The Marketing Concept
◼ The marketing concept as defined by
Kotler is that the key to achieving
organizational goal is for the organization to
determine the needs and wants of the target
market and to adapt itself to delivering the
desired satisfaction more effectively than its
competitors.
◼ The product concept and the selling
concept have given way in many successful
farms to the marketing concept.
The Societal Marketing
Concept

◼ Kotler has defined that the societal

marketing concept holds that the
organization’s task is to determine the needs,
wants, and interest of target markets and to
deliver the desired satisfaction more
effectively and efficiently than competitors in
a way that preserves or enhances the
consumer’s and society’s well-being.
Importance of Marketing:

◼ 1.Marketing plays an important role

in society.
The total population of Bangladesh exceeds
16 crore. Think about how many
transactions are needed each day to
feed, cloth, and shelter a population of
this size.
◼ The number is huge. And yet it all works
quite well, partly because the well-
developed Bangladeshi economic system
efficiently distributes the output of farms
and factories.
◼ Marketing makes food available when we
want it, in desired quantities, at
accessible locations and in sanitary and
convenient packages and forms (such as
instant and frozen foods).
 2.Marketing is important to
business .
◼ The fundamental objectives of all
business are survival, profits, and
growth.
◼ Marketing contributes directly to
achieving these objectives.
◼ Marketing includes the following
activities, which are vital to business
organizations:
◼ assessing the wants and satisfactions
of present and potential customers,
designing and managing product
offerings, determining prices and
pricing policies, developing distribution
strategies, and communicating with
present and potential customers.
3.Marketing offers outstanding
career opportunities.

◼ Marketing offers great career

opportunities in such areas as
professional selling, marketing
research, advertising, retail buying,
distribution management, product
management, product development,
and wholesaling.
◼ Marketing career opportunities also
exist in a variety of non-business
organizations, including hospitals,
museums, universities, the armed
forces, and various government and
social service agencies.
4.Marketing affects our life every
day.
◼ Marketing plays a major role in our
everyday life. We participate in the
marketing process as a consumer of
goods and services.
◼ We spend pays for marketing costs, such
as marketing research, product
development, packaging, transportation,
storage, advertising, and sales expenses.
◼ By developing a better
understanding of marketing, we will
become a better-informed
consumer. We will better
understand the buying process and
be able to negotiate more
effectively with sellers.
Importance of livestock marketing

◼ 1. Optimization of resource use and

output management
◼ An efficient marketing system leads to
the optimization of resource use and
output management.
◼ 2. Increase in Farm Income

◼ An efficient marketing system ensures

higher levels of income for the farmers
by reducing the number of middlemen or
by restricting the commission on
marketing services and the malpractices
adopted by them in the marketing of
farm products.
◼ 3. Widening of market

◼ A well known marketing system widens

the market for the products by taking
them to remote concerns both within and
outside the country.
◼ 4. Growth of processing industries

◼ An improved and efficient system of

livestock marketing in the growth of
livestock product- based processing
industries and stimulating the overall
development process of the economy.
◼ 5. Price signals

◼ An efficient marketing system helps the

farmers in planning their production in
accordance with the needs of the
economy. This work is carried out
through price signals.
◼ 6. Adoption and spread of new
technology

◼ The marketing system helps the farmers

in the adoption of new scientific and
technical knowledge. New technology
requires higher investment and farmers
would invest only if they are assured of
market clearance.
◼ 7. Employment

◼ The marketing system provides

employment to millions of persons
engaged in various activities such as
packaging, transportation, storage and
processing like commission agents,
brokers, traders, retailers, wholesalers
etc.
◼ 8. Addition to national Income

◼ Marketing activities add value to the

product thereby increasing the nations
gross national product and net national
product.
◼ 9. Better living

◼ The marketing system is essential for the

success of the development program
which are designed to uplift the
population as a whole.
◼ 10. Creation of utility

◼ Marketing is productive and is as

necessary as the farm production. It is in
fact, a part of production itself, for
production is complete only when the
product reaches a place in the form and
at the time required by the consumers.
Difference between Market and Marketing
Market Marketing
1. Market is the accumulation of 1. Marketing is the sum of total
buyers and sellers with a view to activities to reach the products
buying and selling. from producer to consumers.
2. Price is determined to the 2. Marketing is concerned with
market through competition changing the ownership of the
between buyers and sellers. products.
3. Market deals with buyers and 3. Marketing deals with the
sellers. buyers and sellers concerning with
the activities of buying and selling.

4. Market is a place where 4. Marketing deals with the way of

determination of price is occurred. how a person can be profited from
marketing of goods.
5. Market is concerned with point 5. Marketing is concerned with
of time. period of time.
Difference between Marketing and selling

Difference
Point of between
Marketing marketing and
Selling
difference
sellingMarketing is the process of delivering Sales are the process of
Definition goods and services to create value rounding up customers to
for the customer and make a profit. increase sales.

View on It views the business as a customer- It views business as a

business satisfactory process. goods-producing process.

The cost determines the

Price Consumers determine the price.
price.

This concept is applicable to the pure This concept is useless in

Effectiveness
competitive market. a pure competitive market

This concept gives

This concept gives equal importance
Marketing mix importance to only
to the marketing mix.
promotion.
Difference between Marketing and selling

Difference
Point of between
Marketing marketing and
Selling
difference
selling
Market This concept thinks about market This concept never thinks
segmentation segmentation deeply. about the market concept.

This concept starts with actual and This concept starts with
Start
potential customers. existing products.
This concept earns profit
This concept earns profit through
Profit through attractive sales
customer satisfaction.
and promotion.
This concept emphasizes customer This concept emphasizes
Emphasis
needs. products or services.
The scope of the marketing concept The scope of the selling
Scope
is wider. concept is narrow.
The objective of the
The objective of this concept is to
selling concept is to
Objective satisfy the customer through goods
increase sales of goods
and services.
and services.
 What is Marketing
Productivity?
◼ The concept means different things in
different businesses.
◼ Some people talk about marketing
productivity as it relates to the concept of
marketing automation and tracking
performance like measuring your spend
with your revenue.
◼ Marketing productivity is the optimization
of your time and resources in regard to
your marketing.

◼ It’s about knowing and doing the

marketing tactics and tasks that are
manageable and profitable. And, it’s
about implementing your marketing in an
efficient, productive manner.
Thank You All
ANUP KUMAR MANDAL
Associate Professor
Department of Economics
and Sociology
PSTU