THE DEFINITION AND THE CONTENT OF RURAL MARKETING IN ORDER TO PROMOTE THE AVOCADOS
Rural Marketing Avocado Greece. Is a sequence of organized and planned actions that serve to direct products or services from the producer’s side into the hands of the consumer (end-customer) “
The Rural marketing and Promotion of avocados
Rural Marketing has a special meaning when strong competition occurs in the market of a product and especially where the quantity offered by the producer is greater than the quantity requested of the final consumer-customer.In this case, we say we buy buyers, because in this case buyers have more bargaining power than sellers. In the event that the quantity of a product offered is less than the quantity requested, we have sellers, because in this case vendors have more bargaining power than buyers. With the intervention of marketing on a buyer market, the demand for the products increases while at the same time controlling the offer, thus reducing the difference: Offer – demand with the consequence of improving the negotiation position of sellers.
Rural marketing
Is one of the most important pillars for the promotion of agricultural products and, in particular, avocados. Its significance and importance is great. Marketing is the link between primary sector producers and consumers. It is more simply the connecting factor that facilitates the physical distribution and distribution of agricultural products.
The role of rural marketing is important and is of interest to all those involved in rural marketing.
- First of all, it is of interest to the consumer, the most important player in the market chain for the sake of which this process is applied in order to offer him the product he desires and needs, in the form he wants, to the size he wants, at the right price, and of course at the right time and place.
- Interested in those involved in the production, processing and marketing of agricultural products:
a. The producers.
b. Processing and processing enterprises.
c. Distributors, wholesalers, retailers.
d. Interested in all other stakeholders, such as carriers, advertisers, promotional agencies,
Rural Marketing Avocado Greece. Particularly important is the role of processing, standardization, and processing of agricultural products that are part of the rural marketing system .
Their contribution is also important because they contribute to the absorption of agricultural production, to the creation of new products, to meeting the needs of the consumer, to the balance between supply and demand, to the promotion of exports through the production of competitive products, their contribution more generally in the national economy of our country, and their contribution to other areas such as regional development, decentralization,
SURVEY OF AGRICULTURAL MARKETING
To effectively implement marketing, we need market information. This information must first be gathered and then processed and used.
WE DEFINE THE OBJECT MARKET
Once we gather the necessary information for the market, our next step is to determine the market segment we are going to address. The truth is that every consumer is something unique, something special. In order to be able to meet the needs of our consumers, which differ so much from each other, we need to offer them products different from those of our competitors. In practice, however, it is impossible to satisfy the wishes of consumers, for each one individually.
MARKETING CONTROL.
The business evaluation.
Rural Marketing Avocado Greece. The objective of the assessment is to direct the business to the market for which it has the most competitive advantages. This marketing is called marketing control. In marketing control, we try to point out the strengths and weaknesses of the business.
Selection of the target market.
After splitting the market into segments, and implementing the marketing review, target market choice becomes much easier and more objective. Simply, we only need to weigh the qualifications required for a specific market segment with our company’s qualifications. This weighting will guide us to market segments for which we have greater potential. In essence, the marketing review is the marriage of market outcomes with this review. At the same time, there should be a balancing of the opportunities and risks involved in the market.
MARKETING STRATEGY AND PROGRAMMING
Developing marketing strategy
After the marketing control stage, the next step is to develop marketing strategy. An important role at this stage is played by the aims of the business, and its objectives.It also has a decisive impact on the market segments that the business has identified as target markets as well as the company’s means of action and the objective assessment of its potential.
STEPS OF AGRICULTURAL MARKETING
Rural Marketing Avocado Greece. There is a distance between the producer, the processing enterprise and the consumer. This distance comes to cover the processes of rural marketing. If we want to see these processes, we would first see the development of the following activities.
- PRODUCTION OF AGRICULTURAL PRODUCTS.
- CONCENTRATION OF AGRICULTURAL PRODUCTS.
- SAVE.
- TRANSPORT OF AGRICULTURAL PRODUCTS.
a. Transfer from place of production to assembly site, b. Transfer from the place of collection to the storage site,
c. The Transfer from the place of storage to the treatment site, d. Transfer from the place of treatment to the storage site, e. Transfer from the place of storage to the place of dispatch.
- TREATMENT – STANDARDIZATION – PROCESSING OF AGRICULTURAL PRODUCTS.
The main function of this sector includes processing-processing, standardization, packaging, agricultural products. The processing of agricultural products adds form and size to agricultural products. Intensive is today the competition in the field of standardization-processing of agricultural products. Between this competition there are companies with well-known and branded products, and others with less-known products, brands or brands.
An important role in this function is played by the way the product is placed on the market, and the activity of product promotion and consumer information.
DISPOSAL OF AGRICULTURAL PRODUCTS.
Packaging of the product
Rural Marketing Avocado Greece. Like decisions on quality, decisions on packaging can also influence decisively the response of consumers to agricultural products. Also, the packaging can have an impact on other elements of the marketing mix, which is the overall offer of the business.
The reasons for the packaging of agricultural products are: a. The necessity for ensuring good quality and ensuring the hygiene of the products.
b. The need for long-term conservation of agricultural products, and the facilitation of their transportation.
c. State intervention and consumer organizations to protect consumers.
d. The needs of retailers.
e. Using the new technology and new materials factor.
In fact….
The packaging of products is nowadays an effective mechanism for promoting the product and increasing its sales.
The basic requirements that the packaging should meet are:
- Protect the product, and be practical.
- Encourage the use of the product.
- To implement and facilitate communication with,
a. Adequate information, e.g. brand, instructions for use, product composition, etc.
b. Effective promotion, e.g. product differentiation, visibility of the communication message, presenting the properties and advantages of the product. Packaging serves as a lasting promotion reminder, especially when the product is exposed among dozens of competing in self-service shops.
Key decisions for efficient packaging design are:
The above stages would say that they are the essential stages of the marketing of agricultural products, and concern both the producer and the processor. We again point out that the above activities are being developed either by seeing agricultural products as consumer products or by seeing them as an industrial product that is a raw material for processing. We also point out that each of the above stages is a link of the same chain. There is a dynamic relationship of interaction between the above stages, and we would say that one supports the other.
The price
Product represents the value of all material and intangible variables that make up the product. The price can have a decisive effect on sales and profits, and at the same time affect the effectiveness of the marketing mix. In the entire marketing mix, the price is the most elastic element in the mix and has the potential to change in the short term. Its importance is great, because it has the potential to influence the buyers’ perception of quality and, more generally, of the product.
For the proper exercise of our pricing policy, we need to know:
- The cost of our product.
- Demand and changes in product.
- Buyer’s incentives.
- Knowledge of the potential and reactions of competitors.
Pricing of agricultural products
- Prices for agricultural products are characterized by high volatility as a result of supply and demand curve supply inelasticity.
- Due to inelasticity, changes in supply and demand lead to greater price changes.
- Achieving better prices requires a demand-driven production restructuring and requires a long-term option.
- Using state-of-the-art technology can tailor production to demand and create better prices.
- The inelasticity of production in terms of demand over time and locally affects price formation by adding transport and storage costs.
The distribution
If we give a definition of the distribution network, we would say that it is all the means available to an enterprise, including its external partners, through which it markets its products. The distribution network therefore includes a set of economic factors that the company uses to promote its products to the consumer
WAYS OF PROMOTING THE RURAL PRODUCT
The promotion is to create and maintain the necessary communication of the business with the target market. The purpose of the promotion is to inform consumers about product features that meet their needs and also to inform them about where and how the product is available to acquire it. The objective of this communication is to influence their attitude. The main tools of indirect promotion are advertising, sales promotion and public relations. Direct promotion includes personal sale.
3.3.1 Advertising
Advertising is an impersonal and paid presentation and promotion of ideas, goods, or services through the media from a business. Its objective is to inform, convince and remind something to the audience. With various criteria, advertising can be classified into different categories.
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