Direct Marketing Strategies

For Agro Products

Agro Products

Canned Mushrooms Pineapple

Canned Pineapple Pineapple Pulp Pineapple Concentrate

Passion Fruit Ginger Peas (Frozen) Canned Peaches

Direct Marketing Includes

Interactive Variety of media Measurable response Database Direct Response Advertising

Market Research

Market Penetration Fulfill Needs of Market Serving More Buyers in Market

Media Which Can Be Used

Catalogs Broadcast

Shopping channels (Supermarkets etc) Spots (Trade Fairs,Farmers Market)

Telemarketing E-tailing or Other Internet Print

Product Oriented Research

Canned Mushroom (50% Export)"Sales of white Button mushrooms in the summer months have seen an impressive increase of 8.3 per cent over the last four years"

Potential Buyers Market Germany U.S.A. France Belgium Sweden Norway U.K.

Strategies for Direct Marketing of Canned Mushroom

As present global demand of mushroom is about 115,000 tonnes per annum

Mushroom Marketing Include working with clients to target local, regional, national, business, trade and consumer press. With our expert press release writing skills and contacts in the industry, we Can make outstanding awareness for our clients & Can get High return on investment.

Methods can be opted are Build a positive image of our

company to the right people by: Creating awareness of our company

through news Creating awareness of our products/

services Helping people to form the right

opinions about our company values

Selling directly to consumers from farmers’ markets; selling directly to restaurants; cooperative marketing; selling wholesale to a distributor, broker, or processor; etc.

Talking to potential buyers about volume and prices.

Consider Market competitors including: (1) potential entrants; (2) suppliers; (3) buyers; (4) substitutes; and (5) industry competitors.

Canned Pineapple

Consumers• While canned pineapple is consumed by all age

segments, the heaviest purchasersare 35-40 years, 5+ in household, medium income.

• 64% of households purchase pineapple• 67% of canned fruit buyers purchase canned

pineapple regularly (at least every month) and 81% purchase at least every 8 weeks.

• In canned pineapple, the major retailers are all showing dollar growth over last year.

Direct Marketing of Canned Pineapple

Reaching Super Markets as Pineapple is the third largest canned fruit sold in Australian, US, Canada, Japan, Europe, Asia-Pacific,

Latin America supermarkets. (Search on Internet)

Eg Hilo Supermarket

Dortselaan, Dortselaan 3081 BN

Rotterdam

Netherlands

Tel: +31 10 4819361

Fax: +31 10 485 2825

E-mail: hilo@chello.nl

Market Products in Trade Fairs Contact Retailers

Supply Chain for Pineapple

Pineapple Pulp & Concentrates

Potential Buyers Africa Asia Europe USA Middle East Oceana

Ginger

Dried ginger gets a better price. Study focuses on the ginger market in 3

various international markets, namely India, USA and Australia respectively.

Japan & USA are biggest Importers Ginger is being sold to the middlemen &

Then to Markets.

Ginger Potential Buyers (From India)Note: marked with red are potential one

Japan (No 1) United States (No.2) United Kingdom Saudi Arabia Malaysia Singapore Netherlands Korea Rep. Canada Germany France

Hong Kong Europe South Africa Pakistan Australia Switzerland Russian Federation Mexico Poland Middle East

Direct Marketing Strategy for Ginger

Grocery stores

e.g. There are two fundamental department grocery stores in the in Australia, namely Woolworths and Coles.

Supermarkets

e.g. www.dpa.org.sg offers database of Singapore Supermarket

e.g. www.federated-fds.com is the website displaying Federated Department Stores in the USA.

Traders

Passion Fruit

Main Product is Passion Fruit Concentrate or Squash Popular amongst all age groups but their availability is

limited during season only which lasts for a period of 3-4 months

current demand requires 80,000 tonnes of fresh fruit as raw material

Potential Buyers• Europe• UK• Re-exports from Holland• Middle-east

Marketing Strategy

Usually the commodity is traded by means of four channels: a) Trading agents. Sell the fruit on behalf of exporters and

have a trade agreement with them. This is a kind of commercial service for exporters, and agents

b) Raw material importers. Resale the product to juice and beverages manufacturers.

c) Mixtures and preparations importers. They deliver sour passion fruit preparations to their juices and beverages industrial clients.

d) Beverages industries. These are finished product manufacturers and direct importers of a portion of raw materials.

o With changing lifestyles and increase in disposable incomes, this product is gaining more and more popularity. Squashes of other fruits are available in Market but we have to introduce squash of Passion fruit as its taste is palatable to Max. population. This would also provide an edge over other competitors.

o Sold at many places like provision and departmental stores, cold drink centres, restaurants etc.as they have a longer shelf life

Canned Peaches

Potential Buyers US Japan Mexico Other

Canada Thailand Korea Rusia

Marketing Places

Retail Stores Institutional

Frozen Peas

Potential Buyers US Mauritius

Marketing

Supermarkets Grocery stores Foodservice (Restaurants)

Conclusions

The main considerations for Marketing when deciding to enter a new market are:

Buyer behaviour Segmentation Targeting Positioning

By: Smita Thakur