“Recognize and Understand

the market in Agricultural

Crop Production”
 Definitions of Agricultural
Marketing
• The term Agricultural Marketing is composed of two
words- agriculture and marketing. Agriculture, generally
means growing and/or raising livestock while, marketing
encompasses a series of activities involved in moving the
goods from the point of production to point of
consumption.
 Importance of Agricultural
Marketing
• Agriculture marketing plays an important role not only in stimulating production
and consumption, but also in accelerating the pace of economic development.It is
the most important multiplier of agricultural development. In the process of
shifting from traditional to modern agriculture, marketing emerges as the biggest
challenge because of production surplus generated by the shift.
• 1. Optimization of Resource use and Output Managnement- an efficient
agricultural marketing system leads to the optimization of resource use and out
management.
• 2. Increase in farm Income- an efficient marketing system ensure higher levels
of income for the farmers reducing the number of middlemen or by restricting the
cost of marketing services in the malpractices, in the marketing of farm products.
• 3. Widening of markets- an efficient and well-knot marketing system widens the
market for the products by taking them to remote corners both within and outside
the country ,i.e.,to areas far away from the production point.
• 4. Growth of Agro-based Industries- an improved and efficient system of
agricultural marketing helps in the growth of Agro-based Industries and
stimulates 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 economy .
• 6. Adoption and Spread of New Technology- the marketing system helps the
farmers in the adoption of new scientific and technical knowledge.
• 7.Employment Creation- the marketing system provides employment to million
of person engaged in various activities, such as packaging, transportation, storage
and processing.
• 8. Addition to national Income- marketing activities add value to the product
thereby increasing the nation ‘s gross national product and net national product
• 9. Better Living- the marketing system is essential for the success of the
development programme’s 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.
• There are 4 types of utilities of the product are created by
marketing:
• a. Form utility- the processing function adds form utility to the
product by changing the raw material into a finished form.
• b. Place utility- the transportation function adds place utility to
products by shifting them to be a place of need from the place
plenty.
• C. Time utility- The storage function adds time utility to the
products by making them available at the time when they are
needed.
• D. Possession utility- the marketing function of buying and selling
helps in the transfer of ownership from person to another.
 Types of compitetors
• Direct competitors – is a term that refers to the companies or
publishers who sell or market the same products as your business.
• Indirect Competitors – is a term that refers to the companies or
publishers that don’t sell or market the same products but are in
competition with your business digitally.
• Emerging competitors – TRENDS,NEW TECHNOLOGY, FUTURE
• - predicting the future implies uncertainty and emerging
markets often push forecasting into the realm of guesses and
hunches
 Characteristics of agricultural
products and production
• 1.Perishability of the product – most farm products are
perishable in nature;but the period of their perishability
varies from few hours to a few months.
• 2. Seasonality of Production – farms products are
produced in a particular season of the year. It leads to
intra-year seasonality in the prices.
• 3.Bulkiness of Product- The characteristics of bulkiness of
most farm Product make their Transportation and storage
Difficult and expensive.
4.Variation in quality of product- There is a large variation
in the quality of agricultural products,which make their grading
and standardization somewhat difficult.
• 5. Irregular supply of agricultural products- the supply of
agricultural product is uncertain and irregular because of the
dependence of agricultural production on natural conditions.
6. Small size of holding and scattered production – farm
products are produced throughout the length and breadth of the
country and most of the producers are of small size.
7. Product Pricing – apart from the problem in estimation of
total. supply in a small – farm agriculture, an individual
Farmer faces a typical marketing situation.
 Recognize the potential
costumer/market in
Agricultural Crops Production
 Market analysis

What is my target market?

A target market is a well-defined group of
costumers. Markets can be found any broad
categories: consumer, businesses, industries,
institutions,etc and then narrowed down to specific
sub-groups of these categories. Consumers, for
instance, can be characterized by demographics,
geography, lifestyle, values, leisure, or occupation.
 Market Positioning
How does my product satisfy the needs of my market
better than my competition?
Market Positioning is the way you communicate precisely
the place your product holds in the market place. How you
position your product in the mind of your costumers
determines how the product is perceived. Positioning is a
strategic component of marketing. It ties together information
about your product, your market , your competition and your
industry.
Or you can distinguish yourself on the basis of the
needs you fill, the services you provide, the
distribution channel you use, the pricing strategy
you employ. Think about your product from the
perspective of your costumers and that of your
competition.
 Market connection
• How will the market know I have what they need?
• Market connections with your target market let’s the
costumer know you have the product they need. Unless
you are a direct marketer, these connections are made
with the assistance of intermediaries: businesses that
warehouse, transport and sell your product to those direct
consumer contacts and the businesses that represent your
product to that system.
 Conduct consumer/market
analysis
• Market analysis is a detailed assessment of your
business’s target market and the competitive landscape
within a specific industry.
• There are 6 types of conducting market analysis:
• 1. Research you industry- Gain a holistic understanding
of everything happening in your industry and prepare to
navigate it.
• 2. Investigate Competitors – know who big players are
and how you can differentiate your brand.
• 3. Identify market gaps- find and unsolved problems
and unmet desires in your market.
• 4. Define your target market – know your costumers
unique characteristics and tailor your offers and
marketing accordingly.
• 5. Identify the barriers to entry- know what stands in
your way and address challenges head-on.
• 6. Create a sales forecast – estimate future sales and
make confident business decisions.
 That’s all
Thank you!❤️☺️

Presented by;
Edilyn R. Pintoy
Naima Cali