Agrifood Marketing

Rolan Micallef Attard

www.yesitmatters.com

University of MaltaCourse: BSc (Hons.) Mediterranean Agro-Ecosystems Management

Marketing of Agricultural Services 2009

Agricultural Services

Characteristics of a Service

Intangible = untouchable

Inseparable = service + service

provider

Heterogeneous = service

experience ≠ service experience

Perishable = lasts for the

duration of the service + cannot

be stored

Marketing Mix for services (1)7 Ps• Product/Service (Variety of services offered within a package)

• Target markets – Services – Service Level – Rent, lease or sell – After-sales - Warranties

• Price (Price effect expectations)• Rent, lease or sell – Structure & time – Discounts – Payment terms –

Flexibility – Customer’s perceived value

• Place (The location & distribution of the service)• Location – Accessibility – Distribution channels – Distribution

coverage

• Promotion (Relationship marketing efforts)• Publicity – Advertising – Sales Force – PR – Employee training and

customer relations

Source: adapted from Kotler – Marketing of non-profit Organisations

• Physical Evidence (Customer in contact with facilities, equipment & personnel)

• External appearance of site - Internal appearance & ambiance -Appearance of employees - Credentials of employees - Equipment –Materials

• People/Participation (Attitudes of all persons who are within the service delivery)

• Interpersonal behaviour - Skills – Attitudes – Commitment – Discretion – Frequency of customer contact – Duration of customer contact –Selling activities – Training

• Process (Coordination of marketing mix elements)• Customer needs and wants – Customer involvement – Demand control

– Quality Control – Customer follow-up – Policies & procedures –Flow of activities

Marketing Mix for Services (2)

Source: adapted from Kotler – Marketing of non-profit Organisations

Gap Model of Service Quality

Challenges of delivering service quality

Gap 1 – The difference between what customers expect and what you perceive your customers expect

Gap 2 – The difference between what you perceive your customers expect and what is delivered to your customer

Gap 3 – The discrepancy between the service specifications and the actual service delivered

Gap 4 – The discrepancy between what is promised to the customer and what is actually delivered

Gap 5 – The discrepancy between what the customer expect to receive and what the customer actually believe he/she received

Agri-Education marketing

The American Farm School’s Secondary Education sector currently operates three schools: General Lyceum, Professional / Vocational Lyceum and Vocational School all fully accredited by the Greek Ministry of Education and fully equivalent to all Greek public schools. The American Farm School’s Secondary Education Schools constitute the most populous of the institution. A total number of 230 students, boys and girls, attend classes in its modern and well-equipped school classroom buildings, installations and workshops as well as the school’s fully operational production and demonstration farm. The School prepares its graduates for prominent roles in community life and in the agriculture and food sectors by teaching farming and business practices that are economically viable, ecologically sound and socially responsible.

Food-Tourism marketingBeypazari District Turkey, is largely dependent on agriculture, representing 67% of labour force. The Municipality through various marketing initiatives increases awareness to attract integrated food-tourism. Turnover in 2005 estimated $12 million, and 1500 families working in the tourism sector.

Marketing of Cooperative Services

Extension of farm storage facilities of members crops, in wheat, barley, oil & seeds.

Maximise:• Market potential of

Member crops

• Added value

• Storage equipment and reduce members’ costs

Share €15

Members 250+ farmers