chapter 1 - introduction to food marketing.ppt
TRANSCRIPT
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Food Marketing and Product DevelopmentFood Marketing and Product Development
By Chay Kongkruy,By Chay Kongkruy,
Vice-Dean of Faculty of Agro-Industry,Vice-Dean of Faculty of Agro-Industry,International Master of Sciences in Rural DevelopmentInternational Master of Sciences in Rural Development
Tel: 012 416 096/0979 729269Tel: 012 416 096/0979 729269
mail:mail:c!a"#$#$%"a!oo&comc!a"#$#$%"a!oo&com
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Chapter 1Chapter 1
IntroductionIntroduction
to Food Marketingto Food Marketing
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Marketing DefinedMarketing Defined
• The performance of all business activities
involved in the flow of food products and
services from the Point of initial
agricultural production until the are in the
hand of consumer
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Food Flow andFood Flow and
MarketingMarketing
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!!
What is marketing ?What is marketing ?
• Production " prices " product relationships " product "promotion " publicit " suppl and demand " distribution
" manage to sell " selling " e#change " offer for sale "the consumer " bringing products to the market " theflow of goods " presentation " packaging " affordableprice " market research " answering $uestions %
• Marketing &
man different meanings to different people
arketing is according to you
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''
What is marketing?What is marketing?
• (ctivities to satisf consumer needs
• )ight product at the right price* place and time
• )ight & what is right for the consumer +customer
• Marketing management & Managerial process, " (nalsis " Planning
" -trateg
" Implementation " Control
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..
What is marketing?What is marketing?
• /estern 0urope* 1!2s,
" shortage of products + foods
" no need for stimulating demand
" focus on efficienc of marketing functions
• storage• transportation
• processing
• distribution
" 1.2s, role of institutions
• government
• marketing institutions, auctions* cooperatives
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What is marketing?What is marketing?
• Toda4s )ich -ociet,
" 5eed for $ualit instead of $uantit
" 5eed for variation " 5ew products* differentiation
• Marketing Management approach
• Customer orientation " customer + consumer is ke and center
" fulfillment of consumer needs
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!he core conce"ts of marketing!he core conce"ts of marketing
• 5eeds* wants and demand
• Products
• 6alue* cost and satisfaction• 0#change* transactions and
relationships
• Markets
• Marketing and marketers
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!he core conce"ts of marketing!he core conce"ts of marketing
• 5eed, state of feeling of scarcit
• /ant, desire for specific satisfier
• Demand, want backed up b spending
power and willingness to pa
• Product,
" 7ffers satisfaction to need or want
" Phsical product or service
• 6alue, estimate of the capacit to satisf a
need
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1111
!he!he core conce"ts of marketingcore conce"ts of marketing
• 0#change, one wa to obtain a product " Two parties
" Things of value for both parties
" Communication and deliver " Freedom to accept or re8ect
" 9elief in appropriateness to deal
• Market, " :roup of people sharing same need+want
" /illing and able to engage in e#change
" (im, satisf the need or want
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1;1;
!he!he core conce"ts of marketingcore conce"ts of marketing
• Marketer,
" Part seeking e#change more activel
"Counterpart & prospect
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1
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1=1=
Com"any orientationsCom"any orientations
• Production orientation,
" Product availabilit is ma8or attention point
" >ow cost
" ?igh production efficienc
• Product orientation,
" Product $ualit
" :ood products* improve products
• -elling orientation,
" -elling and promotion efforts
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1!1!
Com"any orientationsCom"any orientations
• Marketing orientation,
" Core & 5eeds and want of target markets
" (im & Deliver satisfaction
" Through = pillars,
• Market focus
• Customer orientation
• Coordinated effort
• Profitabilit
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1'1'
!he marketing conce"t!he marketing conce"t
11)) Customer oriented + Market focusedCustomer oriented + Market focused;@ Coordinated effort;@ Coordinated effort
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1.1.
** "illars of the marketing conce"t"illars of the marketing conce"t
1@ Market Focus " 5obod can satisf ever need
" Choose our target market
;@ Customer orientation " Define need from customer viewpoint
" )ealiAe customer retention
" Through customer satisfaction " Ma#imiAe opportunit to complain
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1313
* "illars of the marketing conce"t* "illars of the marketing conce"t
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11
!he marketing conce"t!he marketing conce"t
11)) Customer orientedCustomer oriented
;@ Market focused;@ Market focused
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;2;2
0#ample in Fisheries Marketing
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;1;1
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;;;;
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Introduction of Marketing andIntroduction of Marketing andConsumers 9ehaviousConsumers 9ehavious ;=;=
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;!;!
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;';'
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;.;.
Dri#ing forces to ada"t the marketingDri#ing forces to ada"t the marketing
conce"tconce"t
• -ales decline , stabiliAation of population siAe
• -low growth , food market ;B
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The 6alue Chain(n 0#ampleThe 6alue Chain(n 0#ample
C7)5
:)7/0)
F77D
M(5EF(CB
)E)0)
(ECTI75
?7E-0
?7:
F()M0)
->(E:?T0)
?7E-0
/?7>0B
-(>0)
M()0T )0-0()C?
9)(5D M(5(:0M05T (D60)TI-I5:+P)7M7TI75
:)7C0)G-T7)0
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The 6alue ChainThe 6alue Chain
• Different parties
" (dd different kinds of value based on
• -pecialiAation He@g@* growing* processing*
distributing• >ocation
" Ma undertake marketing activities
individuall and+or 8ointl
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The Changing Food Marketing -stemThe Changing Food Marketing -stem
FARM PRODUCTS
FOOD PRODUCTS
The Food Marketing System:
• Firms, Organizations• Product Fo!s, Distri"ution Channes•Management and Marketing Acti#ities
•Pricing and $%change
Science and
Technology
Domestic
and Global
Economy
Competition
Customs and
Values
Laws and
Government
Policies
Consumer
Tastes
and Preferences nfrastructure !transport""#
communication# educ"$ Te#t* figure 1B
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MarketMarket
• >ocation
• Product
• Time• (n institutional
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6alue added6alue added
• Form
http://www.feargod.net/cowphots/cpemdam.jpg
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FormForm
http://images.google.com/imgres?imgurl=http://www.hort.purdue.edu/ext/senior/fruits/images/large/macadamianut.jpg&imgrefurl=http://www.hort.purdue.edu/ext/senior/fruits/macadamia1.htm&h=640&w=480&sz=83&tbnid=4586QC23P00J:&tbnh=134&tbnw=101&start=7&prev=/images%3Fq%3Dmacadamia%2Bnuts%26hl%3Den%26lr%3D%26ie%3DUTF-8http://images.google.com/imgres?imgurl=http://www.thenutfactory.com/photos/nuts-macadamia-rs.jpg&imgrefurl=http://www.thenutfactory.com/kitchen/facts/facts-macadamia.html&h=300&w=300&sz=10&tbnid=Qi_bzHFkP8UJ:&tbnh=111&tbnw=111&start=1&prev=/images%3Fq%3Dmacadamia%2Bnuts%26hl%3Den%26lr%3D%26ie%3DUTF-8http://images.google.com/imgres?imgurl=http://waynesword.palomar.edu/images/macnut1b.gif&imgrefurl=http://waynesword.palomar.edu/ecoph8.htm&h=228&w=336&sz=37&tbnid=M4W3qrLr54gJ:&tbnh=78&tbnw=114&start=4&prev=/images%3Fq%3Dmacadamia%2Bnuts%26hl%3Den%26lr%3D%26ie%3DUTF-8
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PlacePlace
http://images.google.com/imgres?imgurl=http://www.hort.purdue.edu/ext/senior/fruits/images/large/pineapple.jpg&imgrefurl=http://www.hort.purdue.edu/ext/senior/fruits/pineapple1.htm&h=640&w=480&sz=85&tbnid=O1Mt_tnlr5kJ:&tbnh=134&tbnw=101&start=1&prev=/images%3Fq%3Dpineapple%2Bfruits%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=http://rredc.nrel.gov/solar/old_data/noaa/gifs/NOAAmap.gif&imgrefurl=http://rredc.nrel.gov/solar/old_data/noaa/&h=309&w=432&sz=28&tbnid=bi1we-ScqzEJ:&tbnh=87&tbnw=121&start=18&prev=/images%3Fq%3DHonolulu%2Bcity%2Bview%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=http://hawaii.hotels-us.info/images/hawaii/hawaii-map.gif&imgrefurl=http://hawaii.hotels-us.info/&h=287&w=400&sz=21&tbnid=5ejhjJjZ_qwJ:&tbnh=86&tbnw=119&start=1&prev=/images%3Fq%3DHawaii%2Bmap%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=http://www.mala.bc.ca/~earles/geol390/new-hawaii-map.jpg&imgrefurl=http://www.mala.bc.ca/~earles/geol390/images.htm&h=727&w=600&sz=137&tbnid=Fw7QLmevrzsJ:&tbnh=138&tbnw=114&start=2&prev=/images%3Fq%3DHawaii%2Bmap%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG
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Place and formsPlace and forms
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TimeTime
http://www.anaurora.co.uk/Win2003/Christmas-trees.jpghttp://www.kulmbach.net/~MGF-Gymnasium/bilderdaten/haustiere%202/Bilder/truthahn%20trukey%20pavo%202_jpg.jpg
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PossessionPossession
http://images.google.com/imgres?imgurl=http://www.aarrgghh.com/media/cash.jpg&imgrefurl=http://www.aarrgghh.com/media/cash.html&h=328&w=497&sz=78&tbnid=sc3dfHP55MYJ:&tbnh=83&tbnw=125&start=8&prev=/images%3Fq%3Dcash%26hl%3Den%26lr%3D%26ie%3DUTF-8http://images.google.com/imgres?imgurl=http://www.house.gov/sherman/images/credit_cards.gif&imgrefurl=http://www.house.gov/sherman/&h=400&w=300&sz=43&tbnid=4b4l25ZNKUkJ:&tbnh=120&tbnw=90&start=4&prev=/images%3Fq%3Dcredit%2Bcards%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DNhttp://images.google.com/imgres?imgurl=http://www.karst.org/mcvis.jpg&imgrefurl=http://www.karst.org/credit_cards.htm&h=591&w=476&sz=39&tbnid=Bm7Y0gRvJcIJ:&tbnh=131&tbnw=106&start=12&prev=/images%3Fq%3Dcredit%2Bcards%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DN
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Marketing processMarketing process
• Movement, It is the series of actions andevents that take place in some se$uence
• Coordination, It is the series of eventsand activates is necessar if goods are tomove in some of orderl fashion from the
farm to the fork
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MovementsMovements
http://images.google.com/imgres?imgurl=http://www.lapc.cc.ca.us/usr/shapirls/CalPolyMilking22002_lg.jpg&imgrefurl=http://www.lapc.cc.ca.us/usr/shapirls/ag_ambassador_conference_2002.htm&h=973&w=1460&sz=552&tbnid=50hWnMY3ZCoJ:&tbnh=99&tbnw=148&start=79&prev=/images%3Fq%3Dmilking%2Bcows%26start%3D60%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DNhttp://images.google.com/imgres?imgurl=http://www.cr.nps.gov/history/online_books/anthropology74/images/figure5.21.jpg&imgrefurl=http://www.cr.nps.gov/history/online_books/anthropology74/ce5c1.htm&h=187&w=250&sz=9&tbnid=8Px6h45dKT8J:&tbnh=79&tbnw=105&start=10&prev=/images%3Fq%3Ddairy%2Bfarm%26hl%3Den%26lr%3D%26ie%3DUTF-8http://images.google.com/imgres?imgurl=http://www.filmnorthflorida.com/gfx/resized/Walnut-Hill:-VanPelt-Farm_13.jpg.0.6.jpg&imgrefurl=http://www.filmnorthflorida.com/locations/Walnut-Hill:-VanPelt-Farm&h=587&w=384&sz=35&tbnid=dEO5VPT5O-YJ:&tbnh=131&tbnw=86&start=14&prev=/images%3Fq%3Ddairy%2Bfarm%26hl%3Den%26lr%3D%26ie%3DUTF-8
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MovementsMovements
http://images.google.com/imgres?imgurl=http://www.senecatank.com/Newtw/2003STERLINGAA2.JPG&imgrefurl=http://www.senecatank.com/news/tanktrucks.htm&h=283&w=432&sz=29&tbnid=dbMGJ_YwISwJ:&tbnh=80&tbnw=122&start=2&prev=/images%3Fq%3Dtank%2Btrucks%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG
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CoordinationCoordination
• Pricing
http://images.google.com/imgres?imgurl=http://www.inter-connectedwebdesigns.com/assets/images/pricing.jpg&imgrefurl=http://www.inter-connectedwebdesigns.com/html/pricing.html&h=285&w=190&sz=7&tbnid=2gbVEn1M6bEJ:&tbnh=109&tbnw=73&start=10&prev=/images%3Fq%3DPricing%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG
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CoordinationCoordination
• 6arious arrangement
• Contact producers
• Terminal market• Trade (ssoc
• Marketing news