Understanding market

and marketing
EMMA V. TOLENTINO
Agroentreprenuer NC II
NTTC Trainer Organic Agri Production NCII
NTTC Trainer Grains Production NC II
NTTC Trainer Agricrop Production NC II
OBJECTIVES:
• UNDERSTAND THE BASICS OF MARKET
AND MARKETING
• VALUE ADDING
• UNDERSTANDING AND USING MARKET
INFORMATION
• IMPORTANCE OF POSTHARVEST MANAGEMENT
AND MARKETING
• GROUP OR COLLECTIVE MARKETING
• PARTNERSHIP ALONG THE VALUE CHAIN
 WHAT IS A MARKET?
IT IS A PLACE WHERE THE EXCHANGE OF GOODS
AND SERVICES TAKES PLACE

A MARKET IS MADE UP OF SELLERS, BUYERS,

PRODUCTS, SERVICES AND PRICES
 Definition:
Marketing is defined as "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."

Marketing -exchange process

One party must exchange a product or service
with another party for some form of payment.
 What is marketing?
Is the management process
involved in identifying,
anticipating and satisfying
Customer wants
Marketing is not just
selling. It is knowing and
understanding your
customer
WHAT IS MARKETING?

IT INVOLVES FINDING OUT WHAT THE CUSTOMERS

WANT AND SUPPLYING IT TO THEM WITH A PRICE
AND PROFIT
MARKETING IS THE DELIVERY OF CUSTOMER
SATISFACTION AT A PROFIT OR THE
EXCHANGE OF GOODS AND SERVICES
FOR MONEY
Marketing concepts
 Production concept
 Product concept
 Selling concept
 Marketing concept
 Societal marketing concept
 Marketing and marketing concepts
directly related to:
Needs: Something necessary for people to live a healthy,
stable and safe life. OBJECTIVE AND PHYSICAL,
such as the need for food, water and shelter;
SUBJECTIVE AND PSYCHOLOGICAL, such as
the need to belong to a family or social group and the need
for self-esteem.
.
.Marketing and marketing concepts directly
related to:
Wants: Something that is desired, wished for
or aspired to. Wants are not essential for
basic survival and are often shaped by
culture
Marketing and marketing
concepts directly related to:
Demands: When needs and wants are
backed by the ability to pay, they have
the potential to become economic
demands
 Concept Focus Means Ends

Quality product, Achieve profits or objectives by

1. Product Products reasonable price, products generating consumer
little marketing effort demand

Aggressive
Achieve profits or objectives by
2. Selling Products advertising and
generating sales volume
selling efforts

Customer Integrated Achieve profits or objectives

3. Marketing
needs marketing through customer satisfaction

Customer Constant search for

4. Societal- satisfaction better products in Satisfy organizational goals and
Marketing and long run terms of appeal and responsibilities for society
public welfare benefit
Marketing mix or the 4 P’s
in Marketing
PRODUCT:
What is the nature of the product that will be
sold in the market?
Is the product what the customer wants?
Are the quantity, quality, packaging and size
the consumer wants?
Is the appearance of the product appealing?
Are the products properly labelled?
PLACE
 How far is the marketplace?
 How should the product be sold?
 How to transport the product?
 How can distributors be supplied
 What are the costs involved?
 PROMOTION
How to promote the product?
How to create awareness about the product?
Do I need to hire people to promote and advertise?
How much will it cost to advertise?
 PRICE
 How much is the price of raw materials ?
 Are the raw materials local or imported?
 What is the price of my finished product?
 What is the price of my competitor?
 Is the price fair and affordable?
Importance of marketing

Competition
Economic Growth
Consumer Awareness
Changing Consumer Preferences
& Trends
Technology
Who are the people we market to?
MARKET SEGMENTATION

selecting a target market, and

positioning the product in that market.
MARKETING
SEGMENTATION
Conclusion
The five marketing concepts are a good
example of how marketing has changed
throughout the years. It has shifted its focus
from products to users. 

Modern companies have to put users first,

and build not only a good product or
service, but also a good experience around
it.
VALUE ADDING
What is Value adding?

Value adding is a change in the

physical state or form of the
product
Benefits of value adding
1. Higher price
2. Create a point of difference from the
competition
3. Focus on its target market
4. Avoid spoilage
5. Broader customer scope
Unique Selling Preposition
A factor that is shown to be the basis of
why one product is better than competitors
One of a kind
Weird
MARKETING CHANNELS
MARKETING CHANNEL
MARKETING UTILITIES

FORM UTILITY
TIME UTILITY
PLACE UTILITY
BRAND UTILITY
TIME UTILITY
AVAILABILITY OF THE PRODUCT HAVING A PRODUCT AVAILABLE AT
A TIME CONVENIENT FOR CUSTOMERS
Marketing strategies
 Increase sales.
 Bring in new customers.
 Get existing customers to buy
more.
 Introduce a new product or service.
 Increase market share.
 Better establish your brand.
 Improve customer loyalty.
Linking to market
Linking farmers to market is more than just knowing
where the different markets are.
It is understanding and using market information to
reduce risk, deciding on products and timing of production
Checking prices, determining how to best handle the
product after harvest- including post-harvest processing
Understanding and using
market information
Uses of market information

Identify trends
Identify realistic goals
Attracting and maintaining
target market
Hallmarks of Successful Products
• Satisfy identified customer needs or wants
• Be of the right quality to allow higher price
points
• Be low cost in production and delivering to a
customer to ensure better profit margins
• Be durable and attractive in its appearance to
match the price and the brand image
• Able to stimulate new needs or unidentified
desires
Five steps of the marketing research process

Identify specific problems

Set certain objectives

Design Questionaire

Collect Data

Analyze and interpret findings

Report on the research findings

Use to formulate specific strategies/ rectify problem

Understanding post-
harvest management

MAINTAIN QUALITY
MAXIMIZE SHELF LIFE
MANAGE SUPPLY OF PRODUCT

handlin packagi transpo

harvest ng
g rt
 Maintain quality
Good quality results in better prices

Poor quality results to lower price or

no sales at all
 Maximize shelf life
The longer the
product that will
stay fresh,
the better the chance of sales
 Manage supply of product
Law of supply and demand applies
 High demand low supply, price goes up
 High supply low demand, price goes down
 Collective/group marketing
Collective marketing is pooling up of produce of several farmers.
It is one strategy in which farmers can bargain for a better price
 Advantages
• Increase bargaining power
• Improve economies of scale
• Lowers transaction cost
• Better prices
• Less transport problem
• Equal price
• Sharing risk
• Encourages innovation
Advantages and disadvantages of collective
marketing
Disadvantages
• Possibility of over centralization
• Levies and fees for the group
• Loss of individual flexibility
• Exploitation of weaker member
• Forced to accept prices of the
group
 All the players or actors
that is involve in linking
production to the final consumption

What is valuechain?
 Trustworthy
 Reliable
 Fair
 Flexible
 Open and ready to share information
 Stays in communication
 Cooperative
 Focus on common vision
 Respect each other

Choosing partners in the value chain