Agri-Marketing Promotion

Agrifood Marketing

Rolan Micallef Attard

www.yesitmatters.com

University of Malta

Course: BSc (Hons.) Mediterranean Agro-Ecosystems Management

Promotion of Agricultural Products 2009

Agricultural Products

Image (1)

Reputation:

They are

only as good

as their last

sausage!


Image (2)Food for thought

• Good image = successful marketing

• Cheap publicity & attempts to deceive

customer = bad name

• Poor reputation = no sales

• Untargeted promotion = higher expenses

• Good media relations = low costs

• Positive involvement of producers, staff,

intermediaries, and retailers along all the

marketing chain = positive customers

perceptions of farm, products and brand

Lane Farm Country

Foods: Visit one of

these exciting venues to

meet the farmers and

producers of your

food; taste the

difference and the

freshness of their

products.


Image (3)

Present a strong instantly recognisable image, subconsciously triggering customer confidence in the product

Create a distinctive logo, slogan, colours, typefaces

Uniformly adopt image to all stationery, vehicles, and publicity material to ensure immediate identification from competition

Slogan:

QUALITY

AND

WELFARE

FIRST

Marks of quality standards


Advertising

Identify the target market & buyers motives

Develop an advertising program on the 5 Ms • Mission = What are the set objectives?

• Money = What budget is required?

• Message = What is being conveyed?

• Media = What advertising medium to use?

• Measurement = What evaluation method to use?


Advertising objectives

Inform strategy – reach out to customers in order to create awareness of product

Persuade strategy – build selective demand for product and motivate prospective customer to change buying habits

• Enhance brand quality

• Comparative advertising

Remind strategy – reinforcement of message to convince the consumer that choice is the right one


Advertising budget

Budget will depend on:

• Stage of product life cycle

• Market share of brand

• Medium to use

• Advertising frequency

• Product substitutability

Case Study: British Pig Executive (BPEX)

Advertising message (1)


Advertising message (2)A new consumer advert has been developed by the British Pig Executive (BPEX) in the ongoing battle to save the British pig industry. A play on the traditional guide to pork cuts, the advert outlines in no uncertain terms the five key cuts threatening the pig industry – income, jobs, farms, quality and consumer choice.


Advertising message (3)Steps to follow:

• Message generation (brand offering, appeal)

• Message evaluation & selection (desirable, exclusive, believable)

• Message execution (impact, style, tone, words, format)

• Social responsibility review (social & legally correct) The cuts poster ad was recently recognised as ‘Advert of the Week’ by

Campaign magazine, the industry publication for the advertising sector


Advertising medium (1)

The campaign’s first phase advertising appeared in national

newspapers and opinion-former magazines in September 2007.

Decide on reach, frequency

& impact, by selecting the

media mix that will be the

most cost-effective to

deliver the desired message

to the target audience with

the budget available



The advert seen at 15 billboard sites in London’s top railway stations in addition to 85 sites distributed across London Underground stations. There were also potential plans to use the new creative in the printed press as a follow up to the ‘Save a Rare Breed’ ad which appeared in the national titles during the first three months of the year.



Decide on reach, frequency

& impact, by selecting the

media mix that will be the

most cost-effective to deliver

the desired message to the

target audience with the

budget available

The campaign’s second phase advertising appeared in national newspapers, Sunday supplements, women’s weekly and monthly magazines

and food magazines from January to March 2008. Also in the The Times, The Daily Telegraph, The Guardian, The Independent, The Daily

Mail, The Daily Express, The New Statesman, The Spectator, The Economist



This 3-page feature appeared in The Grocer (November 25th issue) and Meat Trades Journal (November 23rd issue).



The Campaign ‘Pig-o-meter’ is a huge wooden pig with a clock counting up the money that pig farmers are losing during the current crisis. The nationwide tour is intended to help raise awareness of the pig industry’s plight and of the campaign for a fair price for pigs.



TV Coverage



Pig farmers from across the county have recorded a single as part of the campaign to raise awareness of their fight for fairer prices for their pigs to be

aired on radio, TV and the Internet. Stand by your Ham is based on the Tammy Wynette 1968 classic Stand by your Man and was recorded in a

London studio by a group of 30 farmers.


Creativity & new ideas (1)







Celebrity chefs Phil Vickery, Lesley Walters, Aldo Zilli and AntonyWorrall Thompson have backed the campaign to support pig farmers on the brink of extinction because of the surge in feed prices.


Advertising evaluation

Measure

advertising

effectiveness

Customer research

Sales performance


Sales promotionEstablish sales promotion objectives

• Consider target market (customers, retailers), objectives, competition

Select sales promotion tools

• Consumer – samples, coupons, cash refunds, price packs, discounts

• Trade – frees, profit %s, allowances, shelf-space discounts, increase shelf facing, sales persons commissions

Evaluate results


eMarketing

Website

Corporate

presentations (e.g.

flash, , streaming,

CDs…)

SMS communication

On-line chat

eCommerce

RSS feeds

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