Transcript AFA Session on Marketing results

Oct 9-10, 2009
Princeton Park Hotel
Bangkok, Thailand
Workshop Session Day 2
Marketing
ITC
Technical
Organizational
Development
Chain/ shorten
Marketing info/flow
Organic farming
Strengthen orgn
Value adding
ITC application
Processing(CP)
Improve practices
Mktg application
business plan
marketing plan
Integration Info
Tech
Quality
Enhancement
Multi stake holder
process (not just
NGO support)
Technology
transfer
Self initiative
Target customer
Proactive to
customer
Branding (2x)
Diversification
New product
Marketing info
needs
Taiwan / Japan
Indonesia/Philippines
Mekong Group
Cooperate with
Institutions
Sustainable Enterprise
Apply marketing
concepts
(production –
packaging)
Develop Brands
Compliance with good
Internal?export mktg
Paractices
(marketing Plan, financial, etc)
DVD
Agro processing centers
Free trade agreement
Export
ITC application
AFA to promote mktg
Initiatives for the
benefit of Asian
Producers
Process
Joint venture
Cooperative –better
bargaining power
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National Marketing Plans
◦ Identify follow up activities
 Nature
 Objectives
◦ Planning
 Specific activities
 Involved parties
 Draft operational plan
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Conduct a workshop to determine producers
and consumers on
Organize a provincial workshop
We build a company??
We monitor the activities??
Our product should meet the requirements
on a timely manner
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Product: organic products
Plan is to expand our market for organic products;
get new consumers
We have aino marketing system. We have many
members but we cannot make a unified marketing
brand . So we can make an Aino brand for our
organic products -e.g. Aino brand. We can make a
package
We will need experts to design the Aino package and
commercialize our products
We have many competitors in Japan training on
organic products, including marketing. So we should
be able to distinguish Aino products.
We will ask members if we want to make Aino brand,
discuss our strong points to market to our consumers
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Next steP; research
Next step: detail the activities we need to do
to make the Aino brand
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On consumer awareness, to be done by fnn, api and
skp: enhanced consumer awareness will mean
increasing marketability of your products . This
means you will be doing activities that will enhance
your knowledge on what the consumer wants.
Api has processing component: question is for the
rice milling unit accept only organic rice (answer is
yes)
Skp who will put up monitoring of progress of
activities: this is good to put in plan
Ainokai, twada more on branding and IT application :
major tips include : when you make your brand or
packaging, be very clear about your positioning. What
position you want your product to have? What kind of
customers are you targetting? This will help you in
designing your brand and package.
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Vnfu, pakisama: pakisama has an organized structure
for marketing component. But has to be clear on what
the support should be for each product.
Vnfu: be clear what will happen after the workshops
that will happen. What will be the action plans after
the workshops? We can focus our workshop in a
better way.
In general, we commend the groups for being able to
come up with a draft plan to capitalize on, and to
develop further in their marketing activities, drawing
from the lessons of the presentations.
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Design and package waxapple DVD
Objectives: promote the brand and be wellknown, increase customers’ loyalty and
improve waxapple farmers’ income
Activities: design the DVD, form the team
who will make the DVD
TWADA will negotiate with members first to
get approval for this DVD. TWADA will find
budget to get equipments for this DVD. Then,
training on how to use the DVD with
customers, how to burn the DVD at home.
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Collect information on supply and demand of
tea and lychee so that farmers can access
market and improve income
We will invite researchers, marketing officers
representing government, farmers and
universities, reporters,
Organize this workshop in one day
We will try to use mass media to reach our
customers
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Preparation of business plan: data gathering ,
mapping - per commodity sector . The business plan
is the framework for marketing enterprise
Marketing research- get market information for the
marketing aspect of the business plan
Enterprise orientation-meeting with farmer leaders to
establish their commitment to the enterprise
program.
December 2009 and beyond: setting of agro centers,
search for financing,market development, product
development, actual marketing and selling
We want to start a marketing outlet in one of the big
stores in Manila by December
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We will make liquid organic fertilizer
We want to establish rice milling unit (RMU)
by December
We will conduct market research for organic
rice by December
We will improve our packaging of organic
rice, and have a brand of our product (JanFeb)
We will have advertising or promotions
through media , etc.
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Gap: quality of organic product still not good
Obj: ensure good quality of organic products
-raise awareness on organic products
-improve management structure of the organic
federation
Activities
-training on internal control system, processing
cycles,ets
-follow up process of ICS book
farmer-radio program and magazines to raise
awareness for consumer