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Managing your Market… from start to finish. Using the 4 P’s/ 4 C’s to connect with the customer. Thinking through a successful market plan beyond production. Moving beyond the producer mindset to “Being” the customer.

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managing your market from start to finish

Managing your Market… from start to finish

Using the 4 P’s/ 4 C’s to connect with the customer

moving beyond the producer mindset to being the customer
Moving beyond the producer mindset to “Being” the customer

From: Producing meat, or eggs or yogurt or whatever and therefore delivering a Commodity…

To: …Delivering what Your Customer wants!

John O’Sullivan NCA&TSU

why bother
Why bother?

--Don’t bother if you have all the markets and income you want and are comfortable with the way things have been going.

John O’Sullivan NCA&TSU

if you want things to be different then you ve got to do different
If you want things to be different then you’ve got to do different!

“If we do things like we did before, we probably are going to get results like we did!”

John O’Sullivan NCA&TSU

this is about using your brain cells
This is about using your brain cells…
  • Put on your glasses to see…
  • Open your ears to listen…
  • Be creative…
  • Be open to new and different…
  • Plan, implement and evaluate.

John O’Sullivan NCA&TSU

the traditional 4 p s of marketing
The traditional 4 “P’s” of Marketing.
  • Product,
  • Placement,
  • Pricing,
  • Promotion.

John O’Sullivan NCA&TSU

slide9

The traditional 4 “P’s” of Marketing matter. They are the four areas in which a producer can make changes.But the challenge is to get beyond them to the 4 “C’s”.

John O’Sullivan NCA&TSU

from the 4 p s of marketing to the 4 c s of marketing
From the 4 P’s of Marketing to the 4 C’s of marketing

The 4 P’s- Producer Focus

  • Product, Placement, Price, Promotion

The 4 C’s- Customer Focus

  • Consumer Wants, Convenience, Cost Communication

John O’Sullivan NCA&TSU

product
Product
  • Can you view your “product” (Service/ Experience) as meeting a customer’s wants…
  • With the Quality they expect?

John O’Sullivan NCA&TSU

placement
Placement
  • Location matters
  • Much bigger than “ location”
  • Ready for the world as a market? The world is at your doorstep.

John O’Sullivan NCA&TSU

convenience to the customer
Convenience to the Customer
  • Much bigger than “ location”—but that is still crucial;
  • Big picture (global information world),
  • Accessibility- from email texts to parking, packaging and presentation.

John O’Sullivan NCA&TSU

displays should change based on product availability
Displays should change based on product availability
  • During the sale day-- bigger containers to smaller ones- color to color,
  • Over the seasons- spring, summer, fall, winter,
  • No empty spaces--avoid “Soviet-style” grocery store syndrome!

John O’Sullivan NCA&TSU

pricing
Pricing
  • Costs/ Competition/ Communication…
  • Can you express the benefit of what you are doing?(“Benefit” to the customer).

John O’Sullivan NCA&TSU

cost the value that the customer sees being met
Cost- the Value that the Customer sees being met…
  • Costs/ Competition/ Communication (Breakeven),
  • Can you express the benefit of what you are doing?(“Benefit” to the customer).

John O’Sullivan NCA&TSU

promotion
Promotion
  • Truth to say...Doing a good job isn’t good enough...
    • Advertising & Word of Mouth matter…
    • Display & Merchandising matter…
    • Image projection matters!

John O’Sullivan NCA&TSU

communication
Communication
  • When is a pork chop more than a pork chop…
    • The attributes the customer is looking for
    • Advertising & Word of Mouth matter…
    • Display & Merchandising matter…
    • Image projection matters!

John O’Sullivan NCA&TSU

example displays should change based on product availability
Example: Displays should change based on product availability
  • During the sale day-- bigger containers to smaller ones- color to color,
  • Over the seasons- spring, summer, fall, winter,
  • No empty spaces--avoid a “Soviet-style” grocery store look!

John O’Sullivan NCA&TSU

how do you plan your production marketing as a total statement
How do you plan your production & marketing as a total statement?
  • Brochures and such,
  • Display,
  • Web Site,
  • Tastings and Samples.

John O’Sullivan NCA&TSU

protect your products
Protect your products
  • Shade (against heat & light),
  • Moisture and ice,
  • Gloves, hats,
  • Hand washing,
  • Clean containers.

John O’Sullivan NCA&TSU

packaging
Packaging
  • Plan and have available packaging to maintain quality all the way to the customers’ home,
  • Label with address, ingredients, logo.

John O’Sullivan NCA&TSU

you re part of the display
You’re part of the display!
  • Clothing- look & colors,
  • Apron- logo & color,
  • Talk- Information & education,
  • Listen to needs, wishes, suggestions.

John O’Sullivan NCA&TSU

the total message
The Total Message
  • Abundance-- All the time!
  • Quality, Taste!
  • Organized, Planned!
  • Sincerity & Honesty!
  • Good Will!
  • Fun!

John O’Sullivan NCA&TSU

keys to success
Keys to Success
  • Love what you do!
  • Listen to customers.
  • Only provide high quality.
  • Start on a scale you can manage.
  • Keep records and use them to make $$$ decisions.

John O’Sullivan NCA&TSU

resources
Resources
  • Customers, farmers, family, friends.
  • Cooperative Extension
  • www.attra.org

John O’Sullivan NCA&TSU

summary
Summary
  • Develop a Plan to improve the quality of your market and do it step-by-step,
  • Understand your customer,
  • Visit high quality competition or market and learn from them.

John O’Sullivan NCA&TSU