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Horticultural Marketing

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Marketing Functions and Channels in the Horticulture Industry ... Examples of Marketing ... Supermarkets, Wal Mart, K Mart. Independent Retail Stores ... – PowerPoint PPT presentation

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Title: Horticultural Marketing


1
Horticultural Marketing
  • Wen-fei Uva
  • Senior Extension Associate
  • Department of Agricultural, Resource, and
    Managerial Economics
  • Cornell University
  • Modified by Georgia Agriculture Education
    Curriculum Office
  • June, 2002

2
Todays Agenda
  • Marketing Functions and Channels in the
    Horticulture Industry
  • Trends in the Horticulture Industry
  • Examples of Marketing Strategies Used by
    Different Sectors
  • Field Trip to Wegman Iron Kettle Farm

3
The Horticulture Industry
  • Including Fruit, Vegetable and Ornamental
    Horticulture Sectors
  • The Fastest Growing Industry in Agriculture

4
Diversified, Exciting, and with Unlimited
Opportunities
5
What is Marketing?
  • Marketing is a total system of business
    activities designed to plan, price, promote, and
    distribute products to target markets.
  • Marketing is an exchange of a wanted product or
    service for a price.

6
Major Functions in Marketing Horticultural
Products
  • Production
  • Wholesale
  • Retail
  • International Marketing
  • Exports/Imports
  • Services
  • Harvesting, Packaging, Processing, Brokerage,
    Warehousing, and Transportation
  • Landscape Design, Installation, Maintenance

7
Marketing Channels for the Horticulture Industry
Exports
Imports
Shippers Packers
Retail Outlets
Wholesalers Distributors
Consumers
Growers
Processors
Institutions Food Service Outlets
Brokers
Production Suppliers
Service Businesses
8
Wholesale Opportunities
  • Shippers/Packers
  • Brokers
  • Wholesale Buyers
  • Grower Cooperatives - i.e. Ocean Spray
  • Retail Buyers
  • Supermarkets, Mass Marketers, Food Services, Farm
    Markets, Garden Centers, and Florists
  • Terminal Markets
  • Hunts Point in NYC
  • Auctions

9
Retail Opportunities
  • Chain Stores / Mass Marketers
  • Supermarkets, Wal Mart, K Mart
  • Independent Retail Stores
  • Farm Stands, Roadside Markets, Independent
    Grocers, Florists, Garden Centers
  • Pick-your-own Operations
  • Farmers Markets
  • Community Supported Agriculture
  • Mail Orders and E - Commerce

10
Trends in Horticulture Industries
  • Global Sourcing and Competition
  • More Consumer Oriented
  • Differentiated Product Development
  • Industrialized Production
  • Industry Consolidations
  • Utilization of Information Technology
  • More Demand for Suppliers

11
Successful Horticulture Enterprises Start with
Good Marketing
Where Are the Best Opportunities?
12
Developing Marketing Strategies
  • Objectives
  • Target Markets
  • Products
  • Prices
  • Promotion
  • Distribution
  • Competition
  • Skills, Preferences and Resources

13
Marketing Strategies for Mass Marketers Targeting
Retail Opportunities
  • Low Prices
  • Convenience
  • Longer store hours, One-stop shopping
  • Product Selection
  • Higher operation efficiency and lower costs
  • More Marketing Power
  • Special Marketing Emphasis
  • Organic, Value-added, Local produce
  • Tour Wegman

14
Marketing Strategies for Small Marketers
Targeting Retail Opportunities
  • Specialty/Niche Marketing
  • High Quality
  • Value-added Products
  • Agri-Tourism
  • More Services
  • Owners Identity
  • Collaboration, Joint Ventures, Alliances
  • Tour Iron Kettle Farm

15
Marketing Strategies When Targeting Wholesale
Opportunities
  • Be Competitive - Price and Service
  • Quick to Respond to Customer Needs
  • Sharing Costs and Risks of Customer
  • Maintain Good Relationship with the Customer
  • Know the Marketing Channel and Keep Up with
    Changes
  • Take Advantage of Information Technology
  • Become a Preferred Supplier

16
Give the Customer a Reason to Do Business with
You Dont Just Satisfy the Customer Delight
the Customer Exceed the Expectations
17
Opportunities in the Horticulture Industries
Exports
Imports
Shippers Packers
Retail Outlets
Wholesalers Distributors
Consumers
Growers
Processors
Institutions Food Service Outlets
Brokers
Production Suppliers
Service Businesses
18
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