Table of Contents
Do Our Own Marketing Research
Rob Fletcher
To learn anything,
it helps if it is:
We learn so we can:
In solving marketing problems:
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New crop products must be
marketable
How can we assess marketing potential?
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Do Our Own Research
Do Our Own Research
Do Our Own Research
Do Our Own Research
Do Our Own Research
Do Our Own Research
Action Learning
Action Learning
Do Our Own
Marketing Research
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Think tank:
What info is needed?
Priorities?
Where is the info?
How will we get it?
How much do you know?
What is the product?
Can it be focussed upon?
Is it specialised?
What infrastructure is needed?
Define quality
Consumer survey
Merchant survey
Product's use?
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
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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
Good Luck |
Author: Rob Fletcher
Email: r.fletcher@mailbox.uq.edu.au
Home Page: http://www.newcrops.uq.edu.au
Other information:
This presentation was made to the New Crops Options Day, held at Harden, southern New South Wales in September , 1997.
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