DOOR Marketing

24/02/01

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Table of Contents

New rural industries

New rural industries are often crisis driven

Lifelong Learning

We learn so we can:

Problems with new rural industries

Do Our Own Research

Do Our Own Research

Do Our Own Research

Do Our Own Research

Action Learning

In solving marketing problems:

Which new industry?

Current new crop "breeding":

*Agroforestry *Australian native food
*Bamboo *Beverages
*Cereals *Culinary spices & herbs
*Essential oils *Fibres
*Floriculture crops *Forages
*Fruits *Industrial crops

Current new crop "breeding":

*Landscape species *Legumes
*Medicinal herbs *Nuts
*Oilseeds *Pesticide crops
*Root crops *Soil stabilising crops
*Starch crops *Sweetener crops
*Vegetables *Windbreak crops

New Crops since 1950
(Australia)

Gross Value
($million, 1992)

4591 potential new crops

Choosing new industries:

Farming systems 1: What are our wishes?

Farming systems 2: What are our aims?

Farming systems 3: Evaluation and modification

Farming systems 4: Future plans

Think tank:
What info is needed?
Priorities?
Where is the info?
How will we get it?

Full-Spectrum Thinking

Full-Spectrum Thinking

Full-Spectrum Thinking

Full-Spectrum Thinking

Full-Spectrum Thinking

Full-Spectrum Thinking

Full-Spectrum Thinking

Finding 'best bets':

Predicting economic outcomes is only difficult when it relates to the future

Problems with Scoring

Genetic Algorithms

Neural Networks

Unpredictability

Hatching
Out
Profitable Enterprises

Hamper
Your
Progress
Every-time

The aim of today is to reduce your anticipointment
with new rural industries

1. Will you be choosing the new industry yourself?

It's always easier to learn something if it is interesting and relevant to you

2. What is your purpose? $?

Why produce something nobody wants to buy?

3. Does the new industry fit your system?

You should only gamble what you can afford to lose

4. What is the product from your new industry?

You will never hit a target unless you aim at it

5. Do consumers need this product?

DOOR Marketing
(Do Our Own Marketing Research for New Rural Industries)

Can you sell the product?
Can you get it to market?
Who will get in your way?
Can you improve your info?

6. How will you solve new industry problems?

New industry solutions need expertise in: Marketing Business
Production

7. Where will expertise come from?

Everyone involved in a solution needs to participate in finding it

8. Do you have access to a group?

The 13 steps for new rural industry commercialisation

Active commercialisation with benchmarking and monitoring

13 steps:
1. New industry chosen
2. High risk
3. IP rights
4. Marketability of
product

13 steps:
5. (Production?)
6. Form group
7. Resources
8-10. Monitoring,
benchmarks, review

13 steps:
11. Trial marketing
12. Trial processing
13. Field trials

9. Once successful?

What is the purpose of the purpose?

Don't wrestle with pigs...

You get dirty and they enjoy it!

Product
Place
Promotion
Price
Person/people
Profit

Chance
Curiosity
Communication
Cooperation
Commitment
Coordination
Cop-out
Celebration

New Crops Info:

What is the product?

Can it be focussed upon?
Is it specialised?
What infrastructure is needed?
Define quality
Consumer survey
Merchant survey

Substitutes
Complementary products
Is the use growing in popularity?

Is the product traded?

FAO Austrade
Australian Bureau of Statistics
Customs and Excise
Merchants Brokers
Government agencies
Libraries Internet
Market analysts
Wholesalers

Where is it traded?

Same as before
Brokers
Agents
Libraries
Yellow Pages

How much is traded?

Same as before
FAO
Internet

Who buys the product?

demographic survey
geography
ethnicity
age
sex

What will be the future demand?

Do people want our product?

Population growth
Income growth
Substitution

What is the market price?

Value of substitutes
Trends
Competitors
Their advantages
Our advantages

Market limitations?

Quarantine Tariffs
Post-harvest requirements
Processors Importers

Packaging? Distribution? Product delivery

Survey
Communication

Advertising/
Promotion?

TV/Radio
Newspapers/magazines
In store activities
Giveaways
Demonstrations

Value chain:
Native Australian Food Industry

Market Segmentation

Product
Life-cycle

Industry analysis

Strategic Marketing Management

Strategic Marketing Management

Author: Rob Fletcher

Email: r.fletcher@mailbox.uq.edu.au

Home Page: http://www.newcrops.uq.edu.au

Other information:
This collection of overheads is the core of the DOOR Marketing presentation conducted for the Cool Climate Crop Program at Invercargill and Balclutha in New Zealand, September, 1999.

Download presentation source