MARKETING PRINCIPLES FOR AGRICULTURAL PRODUCERS Samuel D. Zapata
MARKETING PRINCIPLES FOR AGRICULTURAL PRODUCERS Samuel D. Zapata Assistant Professor & Extension Economist 06-30-16
Outline Introduction to Marketing E-Marketing MarketMaker
What’s Marketing? Marketing encompass all activities and efforts conducted to understand your customers' needs and to develop a business plan based on those needs.
Who is your customer? Individuals consumers Institutions and organizations: Retailers, wholesalers, schools, etc.
Target Market Target customers are those who are most likely to buy from you. Reduced group of customers Limited marketing resources Better target less efforts wasted
Knowing your Customers Primary data: Collected by you Surveys Consumers preferences Secondary data: Collected by someone else Publically available data Census data Location Age Income level Gender Market size
Marketing Mix – Four P’s Four key factors that influence purchasing decisions: Product Price Place Promotion
Four P’s: Product What are you going to sell? Tailor your product to meet your customers’ needs. Conventional or organic Locally grown products Fresh products
Four P’s: Price How much can you charge for your product? Production cost Customers’ willingness to pay Competition price Breakeven price Profit margins
Four P’s: Place Where will your customers buy your product? Direct sales: Community Supported Agriculture (CSA) Farmer’s Markets Pick your own Indirect sales: Grocery stores, retailers, wholesalers, etc
Four P’s: Promotion How will your customers find out about your product? Traditional advertising: Newspaper, TV, Radio Producers organizations Word-of-Mouth Electronic Marketing: Internet, social media, farm website
Electronic Marketing e-Marketing is the marketing of products and services using the Internet. e-Marketing includes the use of: Websites Social Media Emails
Why Using the Internet? Access to a vast number of potential customers Two way interaction tool with almost immediate feedback “digital” word of mouth Low cost
Internet Users Source: Internet Live Stats
Internet Adoption Among Americans 84% Source: Pew Research Center surveys, 2000-2015.
Farm Computer and Internet Usage Source: USDA-NASS, 2015
http://tx.foodmarketmaker.com
Texas MarketMaker can help you look for new opportunities to grow your business or enter new markets. Texas MarketMaker is a free, web based resource used by thousands of food producers, restaurants, wholesalers, retailers, and consumers to find where Texas food producers and suppliers are located, as well as where Texas food is sold and consumed. http://tx.foodmarketmaker.com
Texas MarketMaker is easy to use: Register your business so customers and suppliers can find you and make contact. Customers can search for your products by attributes such as species, market form, package type and size availability. Research Texas demographic and business data to find potential markets for your products. Find grocery stores, restaurants, institutions, and niche market for your products. Map your search results to find the closest customers.
Texas MarketMaker is easy to use: Advertise your business or products for free using the Business Spotlight and Taste of Texas. Post free, unlimited, ads to sell your products and view items on the MarketPlace Buy & Sell Forum. Be part and gain access to a growing national network of food producers and food lovers which includes 20 states.
FOOD INDUSTRY “MATCH MAKER” 2015: Average 1.2 million Website Hits nation wide per month More than 104 thousand registered business in Texas including agritourism, buyers, restaurants, farmers and ranchers, farmers markets, fisheries, food retailers, processors, wholesalers, and wineries. http://tx.foodmarketmaker.com
867 455 Producers 217 84 50 1 70,000 63,104 60,000 Number of Users Number of Users 1000 900 800 700 600 500 400 300 200 100 0 50,000 40,000 Buyers 31,181 30,000 20,000 4,740 10,000 3,503 - Eating Places Food Retailer Processor/Packing Shed Wholesaler
Monthly Newsletters for Subscribers
For further information please contact us at: Ashley Gregory ahgregory@ag.tamu.edu Jennifer Herrera jherrera@ag.tamu.edu Samuel Zapata samuel.zapata@ag.tamu.edu http://tx.foodmarketmaker.com
Take-Home Message Know your customers Sell products and services that your clients want. Four P’s: Product, Price, Place and Promotion The “right” marketing approach depends on your budget and on your target customer. Free Marketing tools and resources available
Thank you! Samuel D. Zapata samuel.zapata@ag.tamu.edu @SZapataD12
MARKETING PRINCIPLES FOR AGRICULTURAL PRODUCERS Samuel D. Zapata Assistant Professor & Extension Economist 06-30-16. . Free Marketing tools and resources available. Thank you! Samuel D. Zapata samuel.zapata@ag.tamu.edu @SZapataD12. Title: PowerPoint Presentation Author: Samuel Zapata
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