2 D Final Agriculture Module Converted 3

PREFACE
Agricultural marketing encompasses all services involved in the movement of

agricultural products from farm to consumer. These services entail the planning, organization,
direction, and handling of agricultural products in such a way that farmers, intermediaries,
and consumers are satisfied. Numerous interconnected activities are required to accomplish
this, including production planning, cultivation and harvesting, grading, packing and
packaging, transport and storage, agro- and food processing, market information provision,
distribution, advertising, and sale. In practice, the term refers to the entire range of
agricultural product supply chain operations, whether conducted ad hoc or through a more
integrated chain, such as one involving contract farming. The content and features of this
module make it a highly effective resource for instructors, students, or any reader interested
in the creative side of the subject Agricultural Marketing. Activities are provided at the end of
every unit in order to evaluate the students’ comprehension and to enhance their knowledge
regarding the subject.
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Agricultural 3
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TABLE OF CONTENTS
PAGE
Preface 2
UNIT I
AGRICULTURAL MARKETING 6
Learning Objectives 6
Setting Up 6
Lesson Proper 7
Marketing Functions and Functionaries 7
Assembling 7
Grading and Standardization 7
Processing 8
Transportation 8
Storage 8
Packaging 8
Distributing 8
Marketing Functionaries 8
Agricultural Marketing: Concept and Definitions 9
Importance of Agricultural Marketing 10
References 12
Assessing Learning 13
UNIT II
THE MAKETING CONCEPT 14
Setting Up 14
Lesson Proper 15
The Marketing Concept 15
Production Concept 15
Product Concept 15
Selling Concept 16
Marketing Concept 16
Societal Marketing Concept 16
Essential Steps for a Successful Strategic Marketing Process 16
Definition and Purpose of Strategic Marketing 17
Three Phases of Strategic Marketing Process 17
The Role of Marketing 18
Marketing Mix 18
Marketing Strategies for Agricultural Product 20
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Developing Marketing Plan 21
References 23
UNIT III
TARGET MARKET 25
Setting Up 25
Lesson Proper 26
Market Segment Analysis 26
Farmers: Mix and Scale Operations 26
Definition of an Agricultural Product 27
4 Categories of Agricultural Products 27
Food 27
Fuels 28
Fibers 28
Raw Materials 28
Organic Agricultural Products 28
Non-food Agricultural Products 28
Legal and Economic Definition of Agricultural Products 28
References 29
UNIT IV
PROMOTION OF AGRICULTURAL PRODUCTS 32
Setting Up 32
Lesson Proper 33
Agricultural Marketing Strategy 33
Organic Farming 33
Farmers’ Markets 33
Food Hubs 33
Community Supported Agriculture 33
Example on How to Market Okra 33
Farmers’ Markets and Stands 34
Picking and Subscriptions 34
Wholesale 34
Internet Sales 34
7 Ways to Advertise Agricultural Products 35
References 37
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UNIT V
SUSTAINABLE AGRICULTURE & THE REVIEW OF CURRENT PHILIPPINE
42
AGRIBUSINESS INDUSTRY
Setting Up 43
Lesson Proper 44
Introduction to Sustainable Agriculture 44
How Do We Achieve Sustainability? 45
Know Your Markets, Protect Your Profits, and Add
46
Value to Your Product
Build Soil Structure and Fertility 47
Protect Water Quality on and Beyond the Farm 47
Manage Pests Ecologically: Use Minimal Pesticides 47
Maximize Biodiversity on the Farm 48
The Big Dogs of Philippine Agribusiness 48
Large Filipino-owned food growers ad packagers 48
Large foreign-owned food growers and packagers 50
Large, integrated companies 51
Food packagers, restaurants and supermarkets 51
Large landowners 51
Large tycoons who could get into foods if they wanted to 51
References 53
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UNIT I. AGRICULTURAL MARKETING
Overview:
Agriculture has historically been one of the most vital sectors of the economy. The
rising trends in agricultural production have created new challenges in terms of finding a
market for surplus produce. Additionally, there is a requirement to respond to the challenges
and opportunities that global markets present in liberalized trade. The learners will be
reoriented in this unit to respond to market needs and consumer preferences in terms of the
country's agricultural sector.
Learning Objectives:
At the end of the unit, I am able to:
1.Define agricultural marketing;
2.Familiarized with the functions and importance of agricultural marketing;
3.Solved agricultural marketing problems of developing countries.
Setting Up
Name: Date:
Course/Year/Section:
Directions: The following grid contains terms associated with agricultural marketing.
Find and encircle them. Look for them in all directions including backwards and diagonally.
A L P W Z R T S E C N E I D U F A R M O
Z Q E P E R S U A S I O B S G H J I K R
A G R I C U L T U R E P G D R T Y D I O
C A B N L O V E P G H O M E S D C E C M
D F G W V A D A L P O U R D T S C N B O
A B X V B N M U A S S T C E V P B T Y T
U T I L I T Y Y C U I D P M A E S I W I
S O V B N M R T E T A O Z A B R E F F O
Y A C M T J F H R A W M A T E R I A L S
R D P A P R O D U C S R U D B U A I A B
T C O R U P R I C I N G G S T A S N C B
N A R K M A R C O V E R T K E S T G I N
E S M E A R K E D R I A N M A I C B A S
T T O T G M A R K E T I N G S D E F G U
N E R O I N F O R M A T I O N N D A J E
O N H A I L E Y F R A N C I S C O N A I
C D A P U B L I C S E R V I C A G R O S
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Lesson Proper
Marketing functions and functionaries Ariel

Agricultural marketing is, at its most basic level, the act of purchasing and selling agricultural
products. Marketing agricultural products was easy in the past, when the village economy was
more or less self-sufficient, as the farmer sold his produce directly to the consumer, either
for cash or barter. This includes all functions and services involved in moving commodities
from producer to consumer. It includes not only the physical movement to the desired
location, but also the preparation of the product in the desired form and quantity, and the
availability of the product at the desired time.
Marketing functions: In contemporary marketing, agricultural produce must pass through a

series of transfers or exchanges before it reaches the consumer. This is accomplished through
the performance of three critical marketing functions, namely
A. Assembling (Concentration) – Concentration refers to the operations involved in

the assembly and transportation of produce from the field to a central assembly area
or market.
B. Preparation for consumption (processing) – Before the produce is taken to market, it
may be cleaned, graded, processed, and packaged by the farmer or village
merchant. Some processing is necessary to maintain the product's quality.
C. Distribution (Dispersion) – It entails the wholesale and retailing of goods at various
points. The distribution system's job is to match available supplies to existing
demand through a series of necessary adjustments and equalizing functions.
The following are the primary functions of agricultural marketing: Marlon
1. Assembling: Assembling is the process of gathering produce for sale in market or

larger markets. Assembling is classified into two types:
Combining smaller quantities of produce for ease of purchase, transportation, and
processing.
Assembling takes place during the distribution of finished goods. Wholesalers purchase
from a variety of processors in order to keep the commodities required by retailers on
hand to supply consumers.
2. Grading and Standardization : Grading is the process of classifying commodities

according to their size, variety, taste, quality, and color. Separation may or may not
be in accordance with established standards. Whereas standardization establishes the
grades and prevents them from varying seasonally and year to year. Grading and
standardization are terms that are frequently used interchangeably.
Grading and standardization have a number of advantages.
 The uniformity of markets is ensured.

 Bulk storage of similar-grade products is possible.
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 Market values are more readily discernible.
 Without prior examination, commodities can be purchased and
sold. Standardization establishes a foundation for market reporting and
advertising.Daryn
3. Processing : The term "processing" refers to the process of transforming farm produce
into a more consumable state. For example, converting wheat into flours, making
butter and ghee from milk, and hulling paddy to make rice. Processing confers utility
on the form.
Advantages:
 Excess produce can be preserved.

 Reduces the amount of work done at home
4. Transportation: Transportation is the physical movement of goods from the point of

production to the final consumer. Transportation contributes to the utility of a
location. Transportation occurs via a variety of modes, including road, rail, air, and
water.
5. Storage : Storage is the process of keeping produce from the time of production until it
is consumed. Storage enables the creation of time utility. Storage aids in the
distribution of market supply. Certain products can be stored for a short period of
time, while fresh fruits and vegetables require refrigeration.
6. Packaging: Packaging is the process of packing or covering a product in such a way

that it is most marketable in terms of size and pattern. Packaging's objectives are as
follows:
 to facilitate product handling,
 to reduce storage and marketing costs,
 to avoid product loss due to deterioration and rob, and
 to make products more appealing.
7. Distributing: It is concerned with the distribution, retailing, and marketing of

produce. Distribution connects wholesalers and a large number of consumers.
Marketing functionaries Octavio
The exchange of produce or goods occurs via a network of middlemen or functionaries (agencies).
In a primary market, the main functionaries are the producer, the village, or itinerary
merchant, pre harvest contractors, commission agents, transport agents etc.
All primary market functionaries are involved in the secondary market, as well as processing and
manufacturing agents. Agents of financing, such as shroffs, banks, and co-operatives, also participate.
The commercial analyst and shipping agent are also involved in the transfer of goods at the
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terminal or export market.
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Each functionary has their own configuration. They may be individuals, partnerships, or co-
operatives who buy and sell on an immediate and future basis at a price determined by
market forces. Each functionary provides a service to the marketing process while also
earning a varying profit margin and taking on risk in the process.
Agricultural Marketing: Concept and Definitions
Agriculture satisfies humanity's most basic need by producing food. Around a century ago,
farmers produced food commodities primarily for self-consumption or exchange (cash or kind)
with others in the same village or nearby areas. They were largely self-sufficient. However,
the production environment has shifted significantly from self-sufficiency to
commercialization. Technological advancements such as high yielding varieties, the use of
fertilizers, insecticides, and pesticides, and farm mechanization have resulted in a
significant increase in farm production and, as a result, a larger marketable and marketed
surplus. Increased production is accompanied by increased urbanization, income, changing
consumer lifestyles and food habits, and increased ties to the international market. Consumers
are no longer restricted to rural areas where food is grown. Additionally, the growing demand
for processed or semi-processed food products necessitates the addition of value to raw
agricultural products. These developments necessitate the movement of food commodities in
the form of value-added products from producer to consumer. Agricultural marketing
connects producers and consumers via a series of activities, and as such becomes a critical
component of the economy. Agricultural marketing is not limited to the sale of finished
agricultural products. Additionally, it concentrates the supply of agricultural inputs (factors)
to farmers.
Definitions of Agricultural Marketing Pangan
 Agricultural marketing is a term that combines the words agriculture and marketing.
 Agriculture, in general, refers to the cultivation and/or raising of crops and livestock,
whereas marketing refers to the sequence of activities involved in transporting goods
from the point of production to the point of consumption. Numerous scholars have
defined agricultural marketing and incorporated critical factors such as time, place,
form, and utility of passion. The following are some definitions of agricultural
marketing;
 Human activity aimed at satiating needs and desires through exchange (Phillip Kotler).
 Execution of commercial activities that regulate the flow of goods and services from
producers to consumers (American Marketing Association).
 Agricultural marketing is the study of all operations and agencies involved in the
movement of farm-produced foods, raw materials, and their derivatives, such as
textiles, from farms to final consumers, as well as the impact of such operations on
farmers, middlemen, and consumers (Thomsen). This definition excludes agriculture's
input component.
 Agricultural marketing is a process that begins with the decision to produce a
marketable farm commodity, encompasses all aspects of the market structure or
system, both financial and institutional, and is guided by technical and economic
considerations. It encompasses pre- and post-harvest operations, as well as assembly,
grading, storage, transportation, and distribution (National Commission on Agriculture,
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1976).
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Importance of Agricultural Marketing Ramos
Agriculture marketing is critical not only for stimulating production and consumption, but also
for accelerating economic growth. It is the primary factor in agricultural development.
Marketing emerges as the most significant challenge during the transition from traditional to
modern agriculture, owing to the production surpluses generated by the transition. The
following illustrates the critical nature of agricultural marketing:
1. Resource optimization and output management
A successful agricultural marketing system optimizes resource utilization and output

management. A more efficient marketing system can also help increase marketable surplus by
reducing losses associated with inefficient processing, storage, and transportation. A well-
designed marketing system can effectively distribute the available stock of modern inputs,
enabling the agricultural sector to grow at a faster rate.
2. Farm Income Increase
An efficient marketing system ensures higher income levels for farmers by reducing the
number of middlemen or by limiting the cost of marketing services and malpractices
associated with farm product marketing. A well-functioning system ensures farmers receive
fair prices for farm products and encourages them to invest their surpluses in modern inputs
that increase productivity and production. This results in an increase in the farmers' marketed
surplus and income. If the producer lacks an easily accessible market outlet for his surplus
produce, he has little incentive to increase production.
3. Market Expansion
A well-organized and efficient marketing system expands the market for products by bringing
them to remote areas both within and outside the country, i.e., areas remote from the
manufacturing locations. The expansion of the market contributes to continuous demand
growth, ensuring a higher income for the producer.
4. The expansion of agro-based industries
A more efficient and effective agricultural marketing system contributes to the growth of
agro-based industries and stimulates the economy's overall development process. Numerous
industries, including cotton, sugar, edible oils, food processing, and jute, rely on agriculture
for raw material supply.
5. Price Signals
An efficient marketing system enables farmers to plan their production in response to

economic conditions. This work is accomplished through the transmission of price signals.
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6. Technology Adoption and Spread Rivera
Farmers benefit from the marketing system when it comes to adopting new scientific and
technical knowledge. Farmers will invest in new technology only if they are assured of market
clearance at a remunerative price.
7. Job Creation
Millions of people are employed by the marketing system in a variety of activities such as
packaging, transportation, storage, and processing. Directly employed in the marketing
system are commission agents, brokers, traders, retailers, weighmen, hamals, packagers, and
regulating staff. Apart from this, several others find work supplying goods and services that are
required by the marketing system.
8. Increase in National Income
Marketing activities add value to the product, thereby increasing the gross domestic product
and net domestic product of the nation.
9. Improved Quality of Life
The marketing system is critical to the success of development programs aimed at uplifting
the entire population. Any economic development strategy aimed at alleviating agricultural
poverty, lowering consumer food prices, increasing foreign exchange earnings, or eliminating
economic waste must therefore prioritize the development of an efficient food and agricultural
product marketing system.
10. Utility creation
Marketing is a productive endeavor that is equally as necessary as farm production. It is, in

fact, a component of production, as production is not complete until the product reaches the
location and time specified by the consumers. Marketing increases the cost of the product,
but it also increases its utility. Marketing generates the following four types of utility for the
product: Salvador
a. Utility Form: The processing function enhances the product's form utility by
transforming the raw material into a finished form. The product becomes more useful
as a result of this modification than it is in the state in which it is produced by the
farmer. For instance, oilseeds are converted into oil, sugarcane into sugar, cotton into
cloth, and wheat into flour and bread through processing. The processed forms are
more useful than the raw materials in their natural state.
b. Place Utility: The transportation function enhances the place utility of products by
relocating them from a location of abundance to a location of need. Due to the increased
utility of the product, products command a higher price at the point of need than at
the point of production.
c. Time Utility: The storage function enhances the products' time utility by making
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them available when they are required.
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d. Possession Utility: The purchasing and selling functions of marketing assist in the
transfer of ownership from one person to another. Through marketing, products are
transferred from persons with a low utility to those with a higher utility.
References
Course instructor: S.K. Srivastava, Scientist (Agril. Economics), NCAP, New Delhi-110 012
http://jnkvv.org/PDF/10042020083748concept%20of%20ag%20markeing_EgEcon530.pdf
IndiaAgronet.com. Marketing functions and functionaries.

https://www.indiaagronet.com/indiaagronet/Agri_marketing/contents/functions.htm
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Assessing Learning
Name: Date:
Score:
Activity 1-1
Directions: On the space provided, answer the following questions with honesty and integrity.
Rubrics for Essay: *50% Content *30% Organization of Ideas *20% Grammar and Use of Words = 100%
1. How do you see the agricultural sector of the Philippines 10 years from now? Is
there any silver lining for the farmers to have a better future?
2. As a marketing major student, what do you think is the essence of including

agricultural marketing subject in your curriculum? How will you help the agricultural
sector?
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UNIT II. THE MARKETING CONCEPT
Overview:
The marketing concept is based on increasing a company’s ability to compete and

achieve maximum profits by marketing the ways in which it offers better value to customers
than its competitors. It’s all about knowing the target market, sensing its needs, and meeting
them most effectively.
1. Define the production concept, the product concept, the selling concept, and the
marketing concept
2. Determine the essentials step for a successful strategic marketing process
3. Know and understand the Role of Marketing
4. Recognize the Marketing Mix
5. Describe Marketing Strategies for Agricultural Products
6. Learn the steps in developing Marketing Plan
Setting Up
Name: Date:
Answer the following base on your prior knowledge. Write the letter of the word/s in
Column B that you think/assume matches the description in Column A.
Column A Column B
1. All people or organizations who share A. Marketing Mix

similar needs and wants and are capable of buying
your products. The larger group before it is
segmented.
2. Includes finding out what the demand B. Market
is for your product, as a product is only worth as
much as someone will pay for it. Take in to
consideration these things: overhead costs, the
worth or value, the competition, and your profit.
3. Comprises four basic marketing C. Industrial Markets

strategies collectively known as the four P's of
marketing: product, price, place, and promotion
4. Consumers who purchase goods D. Marketing

and services for personal use - all of us!
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5. Decisions of what to sell or offer that E. Promotion
will satisfy the needs and wants of customers. Also
includes features, brand name, packaging, service,
and warranty.
6. Intangible items that have monetary F. Services
value and satisfy your needs and wants. Examples are
tasks such cooking, cutting hair, dry cleaners.
7. Business to business market. G. Pricing Function

Businesses that buy products to use in their
operations.
8. Refers to how your business will obtain H. Product
the money it needs to start operations and stay
operable and how a customer will pay for the goods or
services that you are selling.
9. Consists of the actions a business I. Financing Function

takes to identify, create, and maintain satisfying
relationships with customers resulting in value for
the customer and profit for the business.
10. Any form of communication used to J. Consumer Markets

inform, persuade, or remind customers about
your product or service.
Lesson Proper
THE MARKETING CONCEPT San Roque
What philosophy should guide a company marketing and selling efforts? What relative
weights should be given to the interests of the organization, the customers, and society?
These interest often clash, however, an organization’s marketing and selling activities should be
carried out under a well-thought-out philosophy of efficiency, effectiveness, and socially
responsibility.
Five orientations (philosophical concepts to the marketplace have guided and continue
to guide organizational activities:
1. The Production Concept. This concept is the oldest of the concepts in business. It
holds that consumers will prefer products that are widely available and inexpensive.
Managers focusing on this concept concentrate on achieving high production
efficiency, low costs, and mass distribution. They assume that consumers are primarily
interested in product availability and low prices. This orientation makes sense in
developing countries, where consumers are more interested in obtaining the product
than in its features.
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2. The Product Concept. This orientation holds that consumers will favor those products
that offer the most quality, performance, or innovative features. Managers focusing on
this
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concept concentrate on making superior products and improving them over time. They
assume that buyers admire well-made products and can appraise quality and
performance. However, these managers are sometimes caught up in a love affair with
their product and do not realize what the market needs. Management might commit
the “better- mousetrap” fallacy, believing that a better mousetrap will lead people to
beat a path to its door.
3. The Selling Concept. This is another common business orientation. It holds that
consumers and businesses, if left alone, will ordinarily not buy enough of the selling
company’s products. The organization must, therefore, undertake an aggressive selling
and promotion effort. This concept assumes that consumers typically sho9w buyi8ng
inertia or resistance and must be coaxed into buying. It also assumes that the company
has a whole battery of effective selling and promotional tools to stimulate more
buying. Most firms practice the selling concept when they have overcapacity. Their aim
is to sell what they make rather than make what the market wants.
4. The Marketing Concept. This is a business philosophy that challenges the above three
business orientations. Its central tenets crystallized in the 1950s. It holds that the key
to achieving its organizational goals (goals of the selling company) consists of the
company being more effective than competitors in creating, delivering, and
communicating customer value to its selected target customers. The marketing concept
rests on four pillars: target market, customer needs, integrated marketing and
profitability.
Distinctions between the Sales Concept and the Marketing Concept: Valdez
1. The Sales Concept focuses on the needs of the seller. The Marketing Concept focuses on
the needs of the buyer.
2. The Sales Concept is preoccupied with the seller’s need to convert his/her product into
cash. The Marketing Concept is preoccupied with the idea of satisfying the needs of the
customer by means of the product as a solution to the customer’s problem (needs).
The Marketing Concept represents the major change in today’s company orientation
that provides the foundation to achieve competitive advantage. This philosophy is the
foundation of consultative selling. The Marketing Concept has evolved into a fifth and more
refined company orientation: The Societal Marketing Concept. This concept is more theoretical
and will undoubtedly influence future forms of marketing and selling approaches.
5. The Societal Marketing Concept. This concept holds that the organization’s task is to
determine the needs, wants, and interests of target markets and to deliver the desired
satisfactions more effectively and efficiently than competitors (this is the original
Marketing Concept). Additionally, it holds that this all must be done in a way that
preserves or enhances the consumer’s and the society’s well-being.
ESSENTIAL STEPS FOR A SUCCESSFUL STRATEGIC MARKETING

PROCESS Velasco
A well-defined and feasible marketing strategy makes meeting customer needs a likely
and attainable goal. And while most companies do great marketing, only a few have created
brand attachment and customer loyalty through their marketing practices and tactics.
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Definition and Purpose of Strategic Marketing
Strategic Marketing is a process of planning, developing and implementing maneuvers to
obtain a competitive edge in your chosen niche. This process is necessary to outline and
simplify a direct map of the company’s objectives and how to achieve them.
A company wanting to secure a certain share of the market, should ensure they clearly
identify their mission, survey the industry situation, define specific objectives and develop,
implement and evaluate a plan to guarantee they can provide their customers with the
products they need, when they need them. Of course, the central objective of any company will
be customer satisfaction so they may dominate the market and become leaders in their
industry and thus providing substantial business satisfaction. In order to do that, three phases
of marketing strategy must be perfected to create delight in their customers and beat out the
competition.
Three Phases of Strategic Marketing Process Velasquez
1. Planning Phase - the planning phase is the most important as it analyzes internal
strengths and weaknesses, external competition, changes in technology, industry
culture shifts and provides an overall picture of the state of the organization. This
phase has four key components that will provide a clear diagram of where your
company is and what it is doing.
2. Implementation Phase - The implementation phase is the action portion of the

process. If the firm cannot carry out the plan that was determined in the early stages,
then the hours spent planning were wasted. However, if the planning was adequately
and competently structured, then the program can be put into effect through a sales
forecast and a budget, using the following four components.
 Obtaining Resources – sums of cash to develop and market new products.
 Designing marketing organization – there should be put in place a
marketing hierarchy to properly see the plans to fruition.
 Developing planning schedules – time needs to be allocated to specific tasks so
they can be accomplished.
 Executing the marketing plan – effectively executing the marketing plan will
take attention to detail, and focus on the strategy and tactics defined in your
marketing plan.
3. Evaluation or Control Phase - The evaluation phase is the checking phase. This process
involves ensuring that the results of the program are in line with the goals set.
The marketing team, especially the manager will need to observe any
deviations in the plan and quickly correct negative deviations to get back on course;
for example fluctuations of the dollar creates a lesser need for the product than in the
past, then the production of said product should be repurposed for a new more desired
item. And they should exploit the positive divergences as well, for example if sales are
better than predicted for certain products then there could be more resources
allocated to greater production or distribution of the same item.
A few ways to evaluate the effectiveness of your marketing strategy include
paying attention to:
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 Strategy versus tactic – strategy defines goals and tactic defines actions to
achieve goals.
 Measurable versus vague – have milestones that define when you’ve achieved your
goals.
 Actionable versus Contingent – According to Inc.com: “A strategic goal should
be achievable through the tactics that support it, rather than dependent
upon uncontrollable outside forces.”
 Marketing strategy should be backed by a business plan with tactical moves to
accomplish goals, or it is useless.
THE ROLE OF MARKETING Velez
Agricultural marketing plays an important role not only in stimulating production and
consumption, but in accelerating the pace of economic development. The agriculture
marketing system plays a dual role in economic development in countries whose resources are
primarily agricultural. Increasing demands for money with which to purchase other goods
leads to increasing sensitivity to relative prices on the part of the producers, and
specialization in the cultivation of those crops on which the returns are the greatest, subject
to socio-cultural, ecological and economic constraints. It is the marketing system that
transmits the crucial price signals.
1. Agriculture supplies raw materials to various industries and therefore, marketing of

such commercial crops like cotton, sugarcane, oilseeds etc. assumes greater
importance.
2. The interaction among producers, market functionaries, consumers and government
that determine the cost of marketing and sharing of this cost among the various
participants.
3. The producer, middleman and consumer look upon the marketing process from their
own individual point of view. The producer is primarily concerned with selling his
products.
4. Any increase in the efficiency of the marketing process, which results in lower costs of
distribution at lower prices to consumers, really brings about an increase in the
national income.
5. A reduction in the cost of marketing is a direct benefit to the society.
6. Marketing process brings a new varieties, qualities and beneficial goods to consumers
and therefore, marketing acts as a line between production and consumption.
7. Scientific, systematic marketing stabilizes the price level.
8. An improved marketing system will stimulate the growth of number of agro-based
industries mainly in the field of processing.
9. A marketing system can become a direct source of new technical knowledge and
induce farmers to adopt upto date scientific methods of cultivation.
Marketing is therefore, playing an important role in the economic development and stability
of a country.
MARKETING MIX Ventura
Marketing mix can be defined as a set of tactics of actions that a company uses to push
their products in the market. It is referred to as a marketing mix because it consists of four
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different elements that have to be applied together in order to achieve positive results.
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The use of a marketing mix is an excellent way to help ensure that ‘putting the right
product in the right place,…’ will happen. The marketing mix is a crucial tool to help
understand what the product or service can offer and how to plan for a successful product
offering. The marketing mix is most commonly executed through the 4 P’s of marketing:
Price, Product, Promotion, and Place.
These have been extensively added to and expanded through additional P’s and even a
4C concept. But the 4Ps serve as a great place to start planning for the product or even to
evaluate an existing product offering.
 Product
The product is either a tangible good or an intangible service that is seem to meet a
specific customer need or demand. All products follow a logical product life cycle and it is
vital for marketers to understand and plan for the various stages and their unique challenges.
It is key to understand those problems that the product is attempting to solve.
The benefits offered by the product and all its features need to be understood and the
unique selling proposition of the product need to be studied. In addition, the potential buyers
of the product need to be identified and understood.
 Price
Price covers the actual amount the end user is expected to pay for a product. How a
product is priced will directly affect how it sells. This is linked to what the perceived value of
the product is to the customer rather than an objective costing of the product on offer. If a
product is priced higher or lower than its perceived value, then it will not sell. This is why it
is imperative to understand how a customer sees what you are selling.
If there is a positive customer value, than a product may be successfully priced higher
than its objective monetary value. Conversely, if a product has little value in the eyes of the
consumer, then it may need to be underpriced to sell. Price may also be affected by
distribution plans, value chain costs and markups and how competitors price a rival product.
 Promotion
The marketing communication strategies and techniques all fall under the promotion
heading. These may include advertising, sales promotions, special offers and public relations.
Whatever the channel used, it is necessary for it to be suitable for the product, the price and
the end user it is being marketed to. It is important to differentiate between marketing and
promotion. Promotion is just the communication aspect of the entire marketing function.
 Place
Place or placement has to do with how the product will be provided to the customer.
Distribution is a key element of placement. The placement strategy will help assess what
channel is the most suited to a product. How a product is accessed by the end user also needs
to compliment the rest of the product strategy.
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MARKETING STRATEGIES FOR AGRICULTURAL PRODUCTS Villanueva
Principle of Distinction
Buyers are more inclined to buy something they find interesting and different. If you
try to market your product in a different way, you might be able to catch their attention
before anybody else. Once you have achieved your target of grasping attention of the
potential buyers, it’s time to impress them by providing quality and assurance. Give away as
much information as you can about your product through branding and labeling. Try to out-
stand others in the market by applying the principle of distinction to enhance your agro-
business.
Sell in Regular Markets
When you are dealing with agricultural products, reach out to the markets that usually
run on the weekend than on regular days. This is the most effective tool for marketing
agricultural products because customer base is set. You just need to find the tactics to lure
them to come for your products. You will definitely be able to increase the sales and enhance
your agro-business.
Join Government Associations
This is the most viable plan to enhance your agro-business sales as government associations membership is
a cost-efficient way to hold a big market share for product. These associations are generally beneficial to
small farmers, as government association takes over the responsibility of marketing an agro-business. From
advertising to buying, they handle all the work. Moreover, they sell farmers’ products by increasing the
price up, which eventually increases the profits of a farmer. It is advisable to get registered to these
associations as this is one of the effective marketing strategies for agro-business, which should be followed
to increase the sales.
Incentives
As agricultural equipment are quite expensive, farmers find it very difficult to afford
them. The government has taken steps to increase the involvements of participants in the
marketing process by providing incentives to small farmers using numerous marketing
strategies for agro-business. Have a look at some of them:
 Training and re-training of farmers

 Distribution of fertilizers and pesticides
 Provision for improving seed quality
These steps increase the participation of farmers to market their agricultural products and
result in enhanced agro-business sales.
Schemes
Along with the incentives, the government has taken another initiative to increase
marketing for agricultural products and equipment. The government has come forward with
schemes to help small farmers. Some of the schemes are as follow:
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 Soil health card scheme
 Interest subvention scheme
 National agricultural market
Collaborating with these schemes to sell the agricultural equipments, may help increase sales.
Collaboration with Government
Collaboration with the government is one of the best marketing strategies for agro-
business. It helps the traders, farmers and middlemen as the government takes up
responsibilities and comes up with programs beneficial for them. This provides the farmers
with an opportunity to indulge in new techniques and strategies to market their agricultural
products.
Set Appropriate Pricing
When dealing with agricultural equipment, try to make your customers feel that you
are here for everybody and not for a certain class of people. Don’t be the seller who only
caters to those who have big pockets and set the pricing appropriately. Try to be as
approachable as you can to develop trust and reputation among people. The more you try to
form a specific customer base, the more people will feel distanced from you, ultimately
affecting your sales and marketing strategies for agro- business of yours.
These were some essential ideas on marketing for agricultural products and
equipment, which are targeted to enhance your agro-business. These marketing strategies for
agro-business should be put into use for effective and great results in sales by attracting a
huge customer base.
DEVELOPING MARKETING PLAN Yauco-Yusoya
Step 1: Know Yourself and Know Your Market
The starting point for any business and marketing strategy is to know who you are.
“You” refers to the organization as a whole (although, of course, a little bit of self-discovery
is always advised). While this can, and should, be readdressed periodically, start by looking at
what the business problems are right now so that a strategy can be developed that solves
these problems:
 What is the nature of the organization now?

 Who are the customers and what are their needs? How can the organization fulfill the
needs of the customer?
 What is the social context that the organization operates in?
Step 2: Perform Strategic Analysis
With a solid understanding of where the organization is right now, further analysis
systematically evaluates the organization’s environmental and social context, objectives, and
strategies so as to identify weaknesses and opportunities.
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 Porter’s Five Forces Analysis
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Marketing
Porter’s five forces analysis is useful in understanding the attractiveness of the market
in which an organization is transacting. However, this framework for analysis was developed
before the Internet, which has disrupted the markets in which we operate.
Production and distribution costs in many industries have been drastically lowered; the
barriers to entry and costs of switching are reduced. This means that there are more
competitors in the market as the barriers to entry for new organizations are reduced and that
cost is less likely to inhibit customers from switching to a competing product as there are less
likely to be high costs associated with doing so. Perhaps most importantly, the bargaining
power of end users is increased as they have greater access to information when making a
purchase decision.
 Competitors
When analyzing competitors, it is not only product and price that lead the discovery process.
While there may be obvious competitors in the same industry, an organization needs to
consider what (or who) else may be vying for consumers’ attention and valuable search
engine traffic.
In identifying competitors, analyze the needs of your customers and determine how else
customers might fulfill those needs. Products and services are not only competing for
customers’ money: they are fundamentally competing for customers’ attention.
Considering the customized Converse shoes, the customers’ needs are not likely to be that
they have to cover bare feet. Instead, the shoes are fulfilling a customer’s need for
individuality and self- expression. NIKEiD is an obvious competitor, but so is a service like
Face Your Manga (http://www.faceyourmanga.com) that allows Web users to create custom
manga avatars (or computer users’ representations of themselves, which are shown in the
form of icons or 3D characters) to use online.
Step 3: Set Marketing Objectives
Marketing objectives are the desired outcomes of the marketing plan. What are the
specific goals that will indicate the success of the marketing strategy?
These should be unique to an organization and are based around the outcomes that
will make money for the organization. This is a strategy, so the focus is on long-term success.
Establish milestones that will indicate that the strategy is on the path to success.
Step 4: Generate Strategies and Tactics for Achieving Objectives
It’s time to put into practice the tactics covered in this textbook. Based on your
analysis of your organization and its objectives, consider strategies and tactics that will help
you to meet these objectives.
For example, an objective could be the acquisition of new customers. A tactic could
be the display of advertising on content Web sites that reflect your target market. If customer
retention is the objective, an e-mail newsletter strategy can help build relationships with an
existing interested database of prospects.
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Step 5: Evaluate Strategies
After generating strategies, they need to be evaluated against the needs and resources of
your organization. At this stage, it can be useful to follow Humphrey’s SWOT (strengths,
weaknesses, opportunities, and threats) analysis for a full analysis of the strategies
generated.
For each strategy, a SWOT analysis reveals the strengths, weaknesses, opportunities,
and threats afforded by a strategy (and of course can be used to evaluate the plan in its
entirety).
SWOT analysis will reveal the feasibility and the attractiveness of the strategies generated.
The needs of the organization include the following:
 Long-term goals
 Short-term objectives
 ROI (return on investment)
The resources of the organization include the following:
 In-house talent and staff

 Budget
 Contracted agencies
Step 6: Implement
You know what you want, and you’ve made a plan for how to get it. Now do it.
Step 7: Track, Analyze, and Optimize
References
https://www.cleverism.com/strategic-marketing-process-complete-guide/
indiaagronet.com/indiaagronet/Agri_marketing/contents/Concept.htm
https://www.cleverism.com/understanding-marketing-mix-concept-4ps/
https://smallbusiness.chron.com/market-okra-61594.html
https://blog.unisquareconcepts.com/marketing/marketing-for-agricultural-products-4-essential-
techniques-you-must-know-about/
https://saylordotorg.github.io/text_emarketing-the-essential-guide-to-online-marketing/s22-03-
developing-a-marketing-plan.html
https://www2.nau.edu/~rgm/ha400/class/professional/concept/Article-Mkt-Con.html
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Assessing Learning
Name: Date:
Score:
Activity 2-1
3. Site example of company/s who use/s each of the 5 marketing concepts. Explain
briefly how the company used that marketing concept.
4. What are the implications of having a successful strategic marketing process in the
agricultural industry? How can these implications help our country?
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UNIT III. TARGET MARKET
Overview:
Individual customers have different needs but an organization cannot provide a

different product and service for each customer, neither can customers be served properly if
they are all treated as being the same. The technique of market segmentation is used to help
solve this dilemma. Market segmentation is the process of identifying and then separating a
total market into parts so that different marketing strategies can be used for each part. This
involves collecting marketing information about the different segments that the company has
identified
At the end of the unit, you are expected to:
1. Analyzed market segmentation in agricultural

market
2. Classified agricultural products accordingly
Setting Up
Date:
Name:
Directions: Look at the image below. Describe the messages of this picture in relation to the
topic “Target Market”.
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Lesson Proper
MARKET SEGMENT ANALYSIS
A journey like this begins by understanding farmers. A successful farmer has deep
knowledge and broad local connections. The more connections a farmer has, the more
information and opportunity they will likely have access to.
Three interrelated stakeholders constitute the main mechanism for effecting and
forecasting market need: The agricultural industry is a multisided market of stakeholders
which can be broken down simply into four interrelated customer segments: a circle
consisting of farmers, vendors, government agencies, and consumers; which support vast
arrays of diversified agricultural production niches, vendor services and products, varying
levels of regulation and government oversight, population consumption levels; all of which
have varying scales of operation, scope, and cooperation (local, regional, national, and
international).
Farmers: Mix and Scale Operations
Each farm has a mix of operations which serves market forces it caters to: The
agricultural industry is full of a diverse array of agricultural operations niches—types of
produce they grow and livestock they rear. Each farm has its own unique mix of operations,
with its own subset of vendors, levels of government support, and consumer segments it
supports. This is indicated below in the customer segments row.
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The
business decision to invest in a mix of market niches is made by the volition of the farm
owners. Farm owners take on the business risk of production and executing farm operations to
ensure production goals are met for a perceived vendor or consumer segment, with the intent
of serving the communities.
Each farm has a scale of operations it geographically caters to: The scale of operations
further distinguishes customer segments not only in terms of farm operations but what vendor
products, services, equipment, financial support, and government regulations they will need or
encounter. This is indicated in the above table 1: Industry Stakeholders, in the Scale of
Operations column. The table segments five characters of agricultural operations scale. It
starts with consumers such as hobbyist gardeners; expanding outward toward locally
supported small farm operations, mid-level regional operations, large interstate producers, and
finally multinational operations. In all there are five farm operation scales based mainly on the
vastness of the geographic markets they cater to.
Definition of an Agricultural Product?
Agricultural products are derived from cultivated plants or animals to sustain or

enhance human life. Food is the most widely produced agricultural product, and, the global
per-person food supply as measured in calories per person has risen more than 20 percent in
the past 50 years.
But people also use a vast array of agricultural products every day for other reasons,
ranging from the clothes we wear to the paper we write on. We decorate with flowers often
produced by agriculture and run our cars in part on ethanol produced by agriculture. We also
use agricultural products to make plastics. As technology advances at breakneck speed, new
uses for agricultural products will continue to expand.
4 Categories of Agricultural Products
Agricultural products fall into one of four groups: foods, fuels, fibers, and raw materials:
1. Food: Grains and cereal crops are grown on more than half the world's farmed
acreage, according to the U.S. Department of Agriculture (USDA). But food agriculture
crops encompass more than just cereals like wheat and corn. Meats and dairy products
like milk also are agricultural food products, as are honey and farmed fish.
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2. Fuels: Ethanol, produced from corn, sugarcane, or sorghum, is the agricultural fuel
product in the widest use. However, agricultural byproducts like straw sugarcane also
are burned to produce power.
3. Fibers: Fiber crops include cotton (one of the top 10 crops produced in the U.S. every
year), wool, and silk. Agricultural producers also use hemp to make rope and flax for
linen. It's even possible to use bamboo fiber to make cloth.
4. Raw Materials: These are agricultural products used to make other agricultural
products. For example, livestock feed, considered an agricultural product, is used to
provide nourishment to the animals that produce dairy products.
Organic Agricultural Products
The Department of Agriculture certifies only agricultural products that fall into a
specific, narrow category. The basic guideline for what constitutes an agricultural product is
as follows:
Any agricultural commodity or product, whether raw or processed, including any commodity
or product derived from livestock, that is marketed for human or livestock consumption.
Examples of agricultural items include such things as textiles, flowers, food, seed, plants, and feed.
Nonfood Agricultural Products
The fact that the government certifies and oversees only organic agricultural products
that are marketed for consumption creates some problems in the organic product
marketplace. For example, organic body care products are not always made with 100% of
agricultural products.
Body care makers using only agricultural ingredients may be certified as organic. The
authority does not cover products that are made with "nonagricultural substances." Minerals,
bacterial cultures, gums, citric acid, pectin, and other items are considered nonagricultural
and are widely used in agricultural products that we don't eat.
Legal and Economic Definition of Agricultural Products
From the standpoint of taxes, one needs to know what qualifies as an agricultural
product to determine what can properly be deducted as an expense and what constitutes
revenue.
According to the U.S. Department of Revenue, agricultural production is a series of

activities (otherwise known as the production process) that result in a product that ultimately
will be sold at retail. The agricultural production process begins when you purchase or breed
a qualifying animal or prepare the soil for planting crops. The process ends when you place
the livestock or crops (packaged or unpackaged) into finished good inventory, or your grain is
sellable or at the stage that it can be commingled.
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Agricultural production includes these activities:
 Agriculture: cultivating soil; planting; raising, and harvesting crops; rearing, feeding,
and managing animals
 Aquaculture: raising private aquatic animals (fish)
 Floriculture: growing flowering plants
 Horticulture: growing fruits, vegetables, and plants
 Maple syrup harvesting
 Silviculture: growing and caring for fresh trees
What Agricultural Production Does and Does Not Include Businesses involved in agricultural
production include:
 Breeding operations
 Farms, including crops and certain animals
 Greenhouses and nurseries that grow their products to be sold at retail
 Ranches
 Tree and sod farms (if products are sold at retail and not installed by the
grower) Agricultural production does not include:
 Storing or preserving raw materials before the start of the production process
 Storing, preserving, handling, or moving finished goods
 Storing or processing agricultural products at co-ops, grain elevators, dairies, or
meat packers
 Raising animals for your use
References
https://mohdhafezan.files.wordpress.com/2016/01/chapter-1.pdf
https://jgdb.com/business/marketing/types-of-marketing/what-is-agricultural- marketing
https://www.smartsheet.com/strategic-marketing-processes-and-planning
https://medium.com/@cvmgdigitalmarketing/how-to-develop-a-successful-agriculture-
marketing-plan-cc6c6746b4bf
https://agrowbase.wordpress.com/target-market/
https://www.thebalancesmb.com/what-is-an-agricultural-product-2538211
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Assessing Learning
Name: Date:
Course/Year/Section: Score:
Directions: Using the layman’s term, briefly answer the questions below.(Number of words: 60-
80 for each item)
1. What are the categories of agricultural products? Give example for each.
2. What are the activities of agricultural production? Cite a real life scenario for which
you are familiar with.
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3. What are the four interrelated customer segments in agriculture? Expound your
answer by citing example?
4. How does agriculture industry in both local and international market affected by
recent pandemic?
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UNIT IV - Promotion of Agricultural Products
Overview:
Agricultural marketing covers the services involved in moving an agricultural product
from the farm to the consumer. These services involve the planning, organizing, directing and
handling of agricultural produce in such a way as to satisfy farmers, intermediaries and
consumers. Numerous interconnected activities are involved in doing this, such as planning
production, growing and harvesting, grading, packing and packaging, transport, storage, agro-
and food processing, provision of market information, distribution, advertising and sale.
Effectively, the term encompasses the entire range of supply chain operations for agricultural
products, whether conducted through ad hoc sales or through a more integrated chain, such
as one involving contract farming.
At the end of this unit, you are expected to:

5.Learned various promotional strategies used in marketing agricultural products;
6.Create your own advertising and promotional strategies.
Setting Up
Name: Date:
Direction: Answer the following questions.
1. What are the advantages of agricultural products in terms of marketing?
2. What are the dis-advantages of agricultural products in terms of marketing?
3. How will you market your local agricultural products?
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Lesson Proper
Agricultural Marketing Strategy
Marketing is any activity that leads you to sell a product. When you decide what
products to sell, what price to ask, where and how to sell them, and how to promote them,
you are marketing. Your strategy is your means of doing something -- how you will meet your
objectives of selling this year’s crop. Depending on the type and size of your farm, and
whether you are farming full or part time, you have several options for how to market your
operation.
Organic Farming
Organic farming is a product strategy -- it defines the type of product you are selling.
Farmers select organic farming for several reasons. They may believe in the concept of
organic foods and are willing to put in the work involved to achieve and maintain organic
standards. In addition, consumers have demonstrated a willingness to pay more for organic
food, which leads to a larger profit margin than conventionally farmed food, even if you have
less acreage.
Farmers' Markets
Selling at a farmer’s market is a distribution and sales strategy that is ideal if you are
a small or medium-sized agricultural producer. It can also be a stepping stone to larger
markets if you want to grow, but with the popularity of these markets, many farmers sell at a
different market every weekend within a reasonable distance from their farms. It allows you
to sell several types of produce, provide recipes and offer taste samples. Another benefit is
that market operators or local communities handle much of the promotion, saving you time
and money.
Food Hubs
A food hub is a cooperative effort among farmers in a certain region. Using this model,
you address your pricing, selling and promotion marketing strategies. The hub manager
handles the logistics of selling to the consumer or commercial customer, and gives you -- the
grower -- a commitment to purchase a certain amount of your product. This marketing
strategy allows smaller agricultural businesses to share and minimize risk, while also allowing
them to compete as a group with large food wholesalers.
Community-Supported Agriculture
Try community-supported agriculture as a sales and pricing strategy if you are a
smaller operation that needs reliable cash flow to sustain your operation. With a CSA, you
offer shares in your farm to as many people as your farm can support. They pay for their
shares each year before your crops is harvested, in exchange for a set amount of food. It can
be one box of vegetables, or a box a week -- depending on their subscription or membership,
and how much you can produce. Promote your CSA with online tactics such as social media, a
website and emails.
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Marketing
Example on How to Market Okra
A traditional southern food, okra continues to work its way onto the plates and into the
mouths of those who had bad experiences with the vegetable’s famed mucilage, or slime. Education
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about proper and varied cooking techniques, and okra’s health benefits, has increased the
vegetable’s presence in homes, mainstream groceries and well-known dining establishments.
If okra doesn't figure into cuisine in your area, include recipes and tips in your marketing to
ensure customer satisfaction and repeat purchases.
Farmers' Markets and Stands

The popularity of farmers’ markets has increased along with consumer preference for
locally produced food. If you have several markets in your area, select a well-attended one to
set up your okra stand. Additionally, many tourists and travelers stop at roadside stands for
impromptu food purchases; check local regulations for restrictions or permit requirements.
Make your booth attractive to engage customers. You can do this by preparing one or two
okra dishes for taste samples. If you are selling other vegetables, display compatible ones
next to the okra. For example, tomatoes are common in okra dishes.
Picking and Subscriptions

If your farm can handle visitors, consider marketing your okra with a self-service
business model. Give customers bags or boxes to fill for a set price, or sell the okra by weight.
Have bags and boxes pre-filled for those not venturing into the fields. As a public venue,
ensure you have the facilities for parking and restrooms. You also can market a subscription
service -- also known as community supported agriculture -- for your okra; customers pre-pay
for a certain amount that you deliver to them.
Wholesale
If you grow okra on a large scale and don’t want to deal directly with retail customers,
form an agreement with a restaurant or grocer to purchase your crop. Such agreements can
exist with one or several businesses, as long as you can fulfill the orders. Although you might
make faster sales, selling in bulk may not permit you to make as much as you would selling
directly to individual customers.
Internet Sales
Increased Internet access in rural communities has increased online marketing of farm
products. Marketing your okra works with any business model; you can increase your visibility
with a website, set appointments for farm visits, have a waiting list for subscriptions,
publicize farmer market attendance and take online orders. You also can explore marketing
partnerships with other area farmers and develop a centralized, cooperative, online store.
Promotion
Definition: Promotions refer to the entire set of activities, which communicate the product,
brand or service to the user. The idea is to make people aware, attract and induce to buy the
product, in preference over others.
Description: There are several types of promotions. Above the line promotions include
advertising, press releases, consumer promotions (schemes, discounts, contests), while below
the line include
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trade discounts, freebies, incentive trips, awards and so on. Sales promotion is a part of the
overall promotion effort.
Advertising
Definition: Advertising is a means of communication with the users of a product or service.
Advertisements are messages paid for by those who send them and are intended to inform or
influence people who receive them, as defined by the Advertising Association of the UK.
Description: Advertising is always present, though people may not be aware of it. In today's
world, advertising uses every possible media to get its message through. It does this via
television, print (newspapers, magazines, journals etc.), radio, press, internet, direct selling,
hoardings, mailers, contests, sponsorships, posters, clothes, events, colors, sounds, visuals
and even people (endorsements).
7 Ways to Advertise Agricultural Products

With so many different advertising options out there for agricultural buyers and suppliers,
we thought we’d take a look at them all, group them up and tell you the pros and cons of each one.
Whether you’re looking to launch a brand-new product to the market, or are just
looking for a new way to advertise an already successful one, this list should give you a good
place to start on where to advertise.
Print media
Pros: Magazines and newspapers provide a very large, often traditional, audience to
get your products in front of, with a proven track record. Adverts can give you a huge amount
of exposure, and are brilliant for new product launches where there is a concern about brand
recognition or for mass marketing.
Cons: This isn’t the cheapest option and you will need to think about how you can make your
advertising stand out from the crowd so people will pay attention.
Classifieds:
Pros: The classifieds section of agricultural magazines such as Farmers Weekly provide
a very specific audience – an audience looking to purchase. This is perfect if you’re trying to
sell a product that is well-established, and the need for said product is well known amongst
your target audience.
Cons: If you are trying to sell a product that isn’t particularly recognizable, or isn’t
very glamorous, your advert may be a little overshadowed by some of the more appealing bits
of farm machinery on sale.
Face to Face
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Pros: You can get your product right in front of the customer – if your product is
something that needs to be demonstrated to be understood, this might be the best course of
action. This relies on your ability to sell your product and you know immediately if your
tactics have worked.
Cons: If you, or your employees are not particularly strong sellers, then you may
struggle to get the best out of this. Face-to-face events also need investment over above
purchasing stand space and manning it. For example, you must make up banners, flyers and
other sales collateral to make an impact.
However, in today’s pandemic, face to face advertising is somehow a problem due to
the current situation. Only those products that requires actual demonstration like operating a
farm equipment may somehow use face to face demonstration as a form of promotion.
Internet
Pros: The audience of your internet-based advertising can be as broad or specific as
you would like. You can hit every farmer in the UK or just those in your local area. Spend can
also be varied depending on your budget, so no amount of money can be ‘too little’ in regards
to internet advertising. It also gives you measurable and quantifiable statistics from which
you can learn about the most effective techniques.
Cons: If your audience is a more traditional one, you may struggle to find the correct
audience through traditional online channels. Other online methods (such as E-newsletters)
however, appear to be very effective in attracting the more traditional audience.
Radio
Pros: Radio is once again a very broad-hitting advertising channel and as result is rarely used
in UK agriculture. Depending on how you spend your money, you could be hitting tens of
thousands of people. But if you run a farm shop or petting farm, radio might be the right fit if
lots of people in the local area listen to a regional radio programmed.
Cons: Radio, unfortunately, lacks a particularly sophisticated ‘tracking’ system. You may
find great success from radio advertising, but getting any detail about exactly what is working
is simply not possible.
Promotional item giveaways

Pros: Promotional items give a business potentially huge amounts of brand awareness.
Unlike many of the other channels on this list, promotional items may continue to have an
effect long after you have stopped producing them. Things like t-shirts, bags, pens and
rucksacks may enter daily use amongst your target audience.
Cons: Promotional items also involve losing a degree of control – if someone commits a
crime whilst wearing a t-shirt branded with your logo, your brand may be damaged by
association, despite no wrong-doing on your part.
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Social Media
Pros: social media provides a brilliant way to influence an audience outside of
‘traditional’ advertising revenues. Social media is increasingly becoming integrated into
people’s daily lives and they look at it multiple times a day. When done correctly, social
media can bring your marketing and sales messages to an audience through a persuasive
channel.
Cons: While social media can be extremely effective, it also requires a lot of input – in
order to get the most out of it you are required to be active members of your social channels,
as well as continuously generating new content. Social media accounts that only publish
adverts are extremely off-putting. Getting it right is time-consuming
References
Agricultural Marketing: https://smallbusiness.chron.com/market-okra-61594.html
https://economictimes.indiatimes.com/definition/advertising
https://economictimes.indiatimes.com/definition/promotions
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Assessing Learning
Name: Date:
Activity 4-1
Review questions:
1. Choose 5 agricultural company and cite their respective promotional or advertising

strategy used to market their respective product.
2. Online marketing is prevalent nowadays; do you think it is also applicable to

agriculture industry? In what way do farmers and consumers obtain marketing
information with regards to buying inputs for their production?
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Marketing
Activity 4-2
Review Questions:
1. Make a research about Philippine Agricultural Products that we export in other countries.
2. Make a conclusion regarding your research.
RUBRICS FOR YOUR RESEARCH CONCLUSION
Trait Exceeds (5) Meets (4) Below (3)
Conclusion Conclusion presents Effective conclusion is Missing or

particularly strong or inconsistent
compelling closing presented that
corresponds with conclusion.
statement that ties closely introduction.
to introduction.
Organization Information is organized in a Information is organized Missing or

fully effective manner; competently, with
presents strong introduction, thesis, supporting ineffective
expressive body, and information and elements.
purposeful conclusion
conclusion.
Sentence Sentences effectively Sentences effectively Repeated errors in

Structure constructed with no constructed with 1‐2
grammatical errors sentence structure or
minor grammatical
errors. grammar.
Agricultural 40
Marketing
Performance 4-3
Review Questions:
1. Create your own advertising and promotional strategies.
You can use this idea to create your advertisement and promotional strategies:
 Identify your agricultural product
 State your marketing goals
 Research your market
 Profile your potential customers
 Profile your competitors
 Develop strategies to support your
marketing goals
 Use the ‘4 Ps of marketing
 Test your idea
Agricultural 41
Marketing
RUBRICS FOR YOUR ADVERTISEMENT
CRITERIA EXCELLENT (4) GOOD (3) SATISFACTORY NEEDS IMPROVEMENT
(2) (1)
Originality The project shows The project shows The work is an The work is a minimal
significant some evidence of extensive collection or rehash of
evidence of originality and collection and other people's ideas,
originality and inventiveness. rehash of other products, and images.
inventiveness. people's ideas, There is no evidence
The majority of products, and of new thought.
the content and images. There is
many of the ideas little evidence of
are fresh, new thought or
original, and inventiveness.
inventive.
Content The content is The content is few The content is The content is illegible
legible and clear. legible and clear. mostly legible and and unclear. The
The content The content entices clear. The content content unenticing the
entices the the consumer. is somewhat consumer.
consumer. enticing the
consumer.
Presentation The advertisement The advertisement The advertising is The advertisement is
Format is an aesthetically is aesthetically pleasing and is a unoriginal and is not
pleasing, creative, pleasing/creative/or satisfactory an example of the
and original original and a good example of the chosen format.
example of the example of the chosen format.
chosen format chosen format.
Advertising The advertisement The advertisement The advertisement The chosen advertising
Technique uses the chosen is a good example uses the technique is not
advertising of theuse of the advertising followed or no
technique advertising technique advertising technique
creatively and technique. satisfactorily, but exists.
well. not creatively.
Agricultural
Marketing 41
UNIT V. SUSTAINABLE AGRICULTURE & THE REVIEW OF CURRENT
PHILIPPINE AGRIBUSINESS INDUSTRY
Overview:
Sustainable agriculture is one

that provides abundant food without
depleting the earth's resources or
polluting the atmosphere. It is
agriculture that follows nature's
principles to develop systems for
raising crops and livestock, like
nature, self- sustaining. Sustainable
agriculture is also an agriculture of
social values, one whose achievement
is indistinguishable from thriving rural
societies, rich lives for farm families,
and nutritious food for all. But, in the
first decade of the 21st century,
sustainable agriculture, as a
collection of widely agreed practices
or a model farm economy, is still in
its infancy— more than just a
concept.
While agricultural sustainability is related to broader issues of the global economy,

dwindling oil reserves, and domestic food security, its midwives were not government
policymakers, but small farmers, environmentalists, and a persistent cadre of agricultural
scientists. These people saw the devastation that late 20th-Century farming was causing to
the very means of agricultural production—the water and soil—and so began a search for
better farming methods. This exploration continues to this day.
1. learn the sustainable agriculture in the Philippines
2. know how to achieve sustainability
3. know your markets, protect your profit and add value to your products
4. build soil structure and fertility
5. protect water quality on and beyond the farm
6. manage pest ecologically
7. maximize biodiversity on the farm; and
8. identify the current Philippine agribusiness industry.
Agricultural
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Setting Up
Name: Date:
Direction:
Agricultural
Marketing 43
Lesson Proper
Introduction to Sustainable Agriculture
Agriculture is the art and science of

land planting, growing crops and
raising livestock. It includes the
production and distribution on the
markets of plant and animal products
for human consumption. It provides
most of the world’s food and fabrics.
Cotton, wool, and leather are all
agricultural products. Agriculture
also supplies wood for building and
paper goods. These products and the
agricultural methods used may vary
from one part of the world to
another.
Agriculture in the Philippines is one, if not the main, sector in the country It consists of
forestry, crop processing, livestock farming and aquaculture. Its output sustains the local demand
and is considered to be essential commodities within the country. Commercial crops support
both the agricultural export industry and domestic demand and use. Growing crops for food
consumption and fiber have been a lifelong activity in the Philippines. In the last few years,
cultivating a million hectares of land has steadily increased. Perhaps what has been a
common scenario recently is how locals are developing their backyard to raise their plants.
These plants are vegetables and fruits to sustain their demand ever since the Philippines'
coronavirus COVID-19 pandemic has started.
In recent decades, sustainable farmers and researchers around the world have responded to
the extractive industrial model with ecologically based approaches, variously referred to as
renewable, organic, low-input, alternative, regenerative, holistic, biodynamic, bio-intensive
and biological farming systems. All of them, representing thousands of farms, have
contributed to our understanding of sustainable systems. In recent decades, sustainable
farmers and researchers around the world have responded to the extractive industrial model
with ecologically based approaches, variously referred to as renewable, organic, low-input,
alternative, regenerative, holistic, biodynamic, bio-intensive and biological farming systems.
But no matter how elegant the system is or how effective the farmer is, 'no agriculture is
sustainable unless it is also profitable,' capable of providing a stable family income and a
decent quality of life. Sustainable practices lend themselves to smaller, family-sized farms.
As alternatives to industrial agriculture evolve, so must their markets and the farmers who
serve them. Creating and serving new markets remains one of the key challenges for
sustainable agriculture.
How Do We Achieve Sustainability?
Farmers and other agricultural thinkers like you, young people and Agribusiness learners, have
developed a broad set of sustainability principles focused on stewardship and economic
Agricultural
Marketing 44
justice. Every year, producers and researchers are increasing the rate of improvement of
agroecology systems, making them more productive and profitable. More Cooperative
Extension offices and
Agricultural
Marketing 45
colleges of agriculture are endorsing sustainable practices. And every year, more farmers see
the wisdom and rewards—both economic and personal—in these systems. (Organic products
are the fastest-growing grocery segment).
Outside the farm, consumers and grassroots advocates are working to establish local markets
and agricultural policies that promote sustainable practices. They are working to raise
awareness among consumers about how their food is grown and processed—how plants,
animals, soil and water are handled. And they are working to forge stronger bonds between
producers and consumers that will, in time, cement the foundations of locally and regionally
self-sufficient food systems. In contrast to monocropped industrial megafarms that ship
throughout the world, sustainable agriculture’s futurists' vision is small to midsize diversified
farms supplying most of their region’s food.
Agricultural
Marketing 46
Know Your Markets, Protect Your Profits,
and Add Value to Your Products
• Diversify enterprises.
• The market outside the commodity
supply
chains and corporate vertical integrators.
• Emphasize direct marketing and
premium specialty markets.
• Consider forming a cooperative with
other
farmers.
• Add value through on-farm processing.
Build Soil Structure and Fertility
• Reduce the use of synthetic fertilizers by raising

nutrient cycling on the field.
• Make fertilization decisions based on soil tests.
Minimize or eliminate tillage.
• Think of soil as a physical and chemical
substrate and a living entity; maintain soil
species to conserve their safe diversity.
• Maintain ground cover year-round by using
cover crops and mulches and by leaving crop
residues in the field.
Protect Water Quality on and Beyond the Farm
• Use soil-building practices that increase soil

organic matter and foster a biologically active humus
complex;.
• Use soil-building practices that increase soil
organic matter and foster a biologically active humus
complex;
• Plant perennial crops such as forages, trees, and
shrubs.
• Plant catch crops or cover crops to take up
nutrients that may otherwise leach into the
subsoil.
• Provide buffer areas between fields and water
bodies to protect against nutrient and sediment
movement into lakes and streams.
• Manage irrigation to increase nutrient absorption
Agricultural
Marketing 47
and reduce nutrient leaching.
Agricultural
Marketing 48
Manage Pests Ecologically: Use Minimal
Pesticides
• Prevent pest problems by building

safe, biologically active soil, providing
habitat for beneficial species, and
selecting suitable plant cultivars.
• View the farm as a component of an
ecosystem and restore and enhance
pest– predator balances. Understand
that the mere presence does not
necessarily constitute a problem; base
any intervention on monitoring (crop
scouting) and economic damage
thresholds.
• Before intervening with a chemical,
positively identify the pest species and learn about its life cycle and ecology. Implement
cultural practices that alter the cropping system and surrounding habitat to make life more
difficult for the pest and easier for its natural enemies.
• Using pesticides as a last resort when biological and cultural restrictions have not held the
insect population below economically harmful levels. If you have to use chemicals, seek out
the leasttoxic pesticide that will control the pest.
Maximize Biodiversity on the Farm
• Integrate crop and livestock production.

• Use hedgerows, insect repellents, cover
crops and water reserves to attract and
support beneficial insects, bats and birds.
• Abandon monocropping in favor of crop
rotations, intercropping, and companion
planting. Plant a percentage of your land
in trees and other perennial crops in
permanent plantings or longterm
rotations.
•Manage pastures to support a diverse
selection of forage plants.
•Plant off-season cover crops.
THE BIG DOGS OF

PHILIPPINE AGRIBUSINESS
This discussion will break large-scale Philippine agribusiness players into the following
categories:
 Large predominantly Filipino-owned food growers and packagers.
 Large predominantly foreign-owned food growers and packagers.
 Large, integrated cooperatives,
Agricultural
Marketing 49
 Large food packagers,restaurants and supermarkets.
Agricultural
Marketing 50
 Large landowners.
 Large tycoons who COULD get into foods if they wanted to, but currently don’t plow in that
field.
A listing of food companies with a place on the Philippine Stock Exchange is also
provided, along with a recap that designates the handful of prominent people who keep their
companies rich and farmers poor.
There is no master-list of food companies or land-holders in the Philippines. Indeed,
some information is hard to get at. For example, private companies such as Dole Philippines,
a wholly owned subsidiary of Dole Foods in the United States, reports no financial
information. So consider this blog a starting point, perhaps, or simply a discussion paper. We
can draw lessons from it, for sure. And we will.
Large Filipino-owned food growers and packagers

These companies are huge players the Philippine food production and packaging business:
Young sugar cane

 Lucio Tan Companies. Lucio Tan is a Chinese entrepreneur who made it big time in
the Philippines. He directs a lot of businesses and many of them grow or get stuff from
the ground, from the farms. Here are his food-related companies: (1) Foremost Farms
Inc (hogs),
(2) Lotte Philippines (confectionaries), (3) Asia Brewery, Inc. (beer), (4) Tanduay
Distillers, Inc. (alcoholic beverages), and (5) Fortune Tobacco Corporation (cigarettes).

 San Miguel Companies. San Miguel, under the direction of Eduardo M. Cojuanco and Ramon
S. Ang, is undergoing a dramatic transformation from essentially a beer and foods
company to a conglomerate in infrastructure development, power, foods and beer.
Food subsidiaries and partnerships are major brands and operate primarily in the
Philippines: Pure Foods Products, Monterey Meats, and Magnolia Chicken. Hormel is a
“partner” . . . all with products sourced from Philippine growers and farmers. Beer is
made of grains, so San Miguel sources theirs from somewhere. Where is a bit of a
mystery. But there may be a reason the company’s infrastructure development
includes ports and graineries near ports. San Miguel owned a large chunk of Del Monte
from 2008 to 2010, then sold it to finance diversification. One element of the
diversification is into palm oils, where partner Kuok is looking for a large growing
field.
 NutriAsia Companies. The quiet tycoon who owns most of NutriAsia is Joselito Campos.
It is perhaps simplest to divide his huge holdings into two parts: (1) sauces (Datu Puti,
Agricultural
Marketing 51
Papa and many more), and (2) Del Monte Philippines. The Del Monte stake was raised
when NutriAsia
Agricultural
Marketing 52
bought out San Miguel’s portion of Del Monte a few years ago; Del Monte employs
about 4,000 workers. About 70% of the Del Monte’s assets are in the Philippines. Net
income in 2012 was US $460 million. About 21% of Del Monte’s stock is traded on the
Pacific Stock Exchange.
 Gokongwei Holdings. See food packaging companies, below (Universal Robina and
Robinson’s Supermarkets).
One of JoeAm’s points in favor of large agribusiness is the efficiency of wealth-

building. This 2012 article itemizes some San Miguel Pure Foods initiatives to pare costs. This is
an example of the drive for wealth that the Philippines needs.
Who is growing all the foods? We don’t have names for the growers. Growing is done
primarily under contract, privately, and there are thousands of suppliers. Here is the San
Miguel’s Magnolia Chicken contract growing application. And the Monterey Meats hog contract
growing application. Presumably something similar exists for grains and other crops, however,
those examples have avoided your trepid inquirer.
Large foreign-owned food growers and packagers

We have three of note:
 Dole Philippines. US based Dole Food Company “Dole sources bananas, fresh
pineapples, asparagus, mangoes, papaya and other fruits and vegetables from the
Philippines . . . ” and other Asian countries. The Dole farming subsidiary in Davao is
named “Stanfilco”. Dole has stood for years as a poster-child for bad corporate behavior
among leftists and human rights critics. The parent company’s sales were US $7 billion
in 2011; net income was only US $ 42 million, off of a loss in 2010. The company has
received a purchase offer from David H. Murdoch, who already owns substantial
shares. Financial information about the Philippine operation is unknown at this point.
It appears that the company employs from 15,000 to 20,000 permanent and temporary
workers.
 Nestle Philippines, Inc. Wholly owned subsidiary of Nestle S.A. Brands include
Nescafe, Nido, Milo, Nestea, Maggi, Bear Brand, Nestle and Purina. Manufacturing
facilities in Cabuyao (Laguna), Cagayan de Oro, Lipa (Batangas), Pulilan (Bulacan) and
Tanauan (Batangas). Markets throughout Asia.
 First Pacific Company. The ownership of First Pacific is well known in the
Philippines. The Manuel V. Pangilinan Companies are everywhere (telephone companies
[Pacific Long Distance Telephone Company- PLDT, Sun, Smart], educational
institutions, real estate and infrastructure development and mining). Hong Kong based
First Pacific holds his investments in PLDT, Philex mining, Metro Pacific (infrastructure
projects), and Indofoods. Indofoods is the farming company growing predominantly in
Indonesia. It is likely to become a main player in the Philippines growing and exporting
palm products. Therefore, it is akin to Dole, an outside company that will probably
thrive on the rich Philippine soil. Sales of First Pacific in 2012 were just shy of US $6
billion. Net income was US $830 million.
Large, integrated cooperatives

JoeAm’s prior recommendation mentioned that one approach to building strength in
Philippine agribusiness would be to get cooperatives under private, profit-making management.
One cooperative comes close to this model:
Agricultural
Marketing 53
Contract growing
 AsiaPro Cooperative is the largest Philippine cooperative with membership of about
34,000 workers. The focus is on raising member efficiencies and profits through skill-
enhancement and support. Operational structure is molded from “the best practices” of
both corporate and cooperative models.
 The Philippine Sugar Millers Association, Inc. “PSMA is a non-profit association of sugar
millers which promotes “the development of the sugar industry through increased
efficiency, productivity, and sustainability in a socially-responsible environment.
Current membership consists of 16 mills which produce 78% of the total Philippine
sugar production.”
Food packagers, restaurants and supermarkets

These are companies that deal foods to consumers. They have tremendous clout in the
Philippine marketplace because they buy in huge quantities. They have choices: buy Filipino
products or buy U.S., Asian or other imported products.
The two Gokongwei family holdings could be joined, I suppose, with Gokongwei placed
in the major Philippine player listing above.
 Agrinurture Incorporated Food packaging with an activist agenda, in that Agrinurture
helps farmers succeed by providing loans, seeds, fertilizers and pesticides as a part of
the contract purchase agreement.
 Universal Robina Corporation Food packaging. Part of the huge investment portfolio
of John Gokongwei, Jr, which includes real estate, cellular and airlines (Cebu Pacific).
 Jollibee Foods Corporation. Fast-food restaurant chain with 750 stores in the
Philippines. Filipinos eating really, really fast and fat. 2012 sales 71 billion pesos; net
income 3.7 billion pesos.
 Robinsons Supermarkets Part of the Gokongwei family holdings. 72 outlets as of 2013.
 SM Supermarkets Part of U.S. based Supervalue, Inc. 38 SM supermarkets and 82
Savemore grocery outlets in 2013.
Here’s a description of why Agrinurture’s approach is constructive:
“With improved rural infrastructures, these distribution companies [like Agrinuture] are
willing to take the risks inherent to farming, thus helping to improve the incomes of farmers
and farm workers. The same guarantee is also being given by large corporations like San
Miguel Corporation and Nestle in the purchase of such farm products as corn, cassava, and
coffee.”
Large landowners
This is the big mystery that emerges from this analysis. The huge agribusiness firms do
Agricultural
Marketing 54
very little of the primary growing. They rely upon product supplied by independent growers,
or growers
Agricultural
Marketing 55
under contract. Who the landowners are remains largely unknown, other than that one peculiar and
controversial case:
 Hacienda Luisita. 6,435-hectare sugar plantation estate. Controversial for its ties to
the Aquino family and President Cory Aquino’s part in land distribution to workers.
Controversial as well for the 12 deaths that occurred in a confrontation between
protesting workers and security police in 2004.
I suppose it is telling that the landowners, now mainly small-scale operators after
divisions of farms impelled by Marcos and C. Aquino administrations, remain nameless.
Large tycoons who COULD get into foods if they wanted to

Here are the richest players in Philippines right now who have no food or farming interests.
 Ayala Corporations: retail, real estate, banking, telecommunications, water
infrastructure, renewable energy, electronics, information technology, process
outsourcing.
 Henry Sy: retailing, real estate, hospitality, banking, mining, education including
healthcare services.
 Enrique Razon: shipping, gaming, publishing.
 David Consunji: RE, mining.
Food Processing firms traded on the Philippine Stock Exchange
 Agrinurture, Inc. ANI Food packaging.
 Alliance Select Foods International, Inc FOOD Processed seafoods (tuna).
 Bogo Medelin Milling Company BMM
 Central Azecurera de Tarlac, Inc CAT Sugar processor.
 D&L Industries, Inc DNL Products for the food (oils and fats), plastics, and aerosol
industries; packaging.
 Del Monte Pacific Ltd DMPL Pineapple and other fruits.
 Ginebra San Miguel, Inc GSMI Alcoholic beverages; health drinks.
 Jollibee Foods Corporation JFC Fast food restaurant chain.
 LT Group, Inc LTG Lucio Tan Group.
 Liberty Flour Mills, Inc LFM flour and flour products.
 Pancake House, Inc PCKH Restaurants: Pancake House, Dencio’s, Kabisera ni Dencio,
Teriyaki Boy, Sizzlin’ Pepper Steak, Singkit, and Le Coeur de France.
 Pepsi-Cola Products Philippines, Inc PIP Co-owned by Lotte Chilsung of Korea. Beverages:
Pepsi, Mtn Dew, 7-up, Gatorade, Tropicana, Lipton.
 RFM Corporation RFM Food packager; many products.
 Roxas Holdings, Inc ROX Sugar producer.
 Roxas and Company, Inc RCI Real estate (raw land) and “sugar related assets”.
 San Miguel Brewery, Inc SMB San Miguel operates five breweries in the Philippines.
 San Miguel Corporation SMC (five listings) Parent company.
 San Miguel Pure Foods Company, Inc PF and PFP The foods group of San Miguel merged
with Pure Foods acquisition in 2001.
 Swift Foods, Inc SFIP and SFI The chicken company that turned to God.
 Universal Robina Corporation URC
 Victorias Milling Company, Inc VMC Victorias City, Negros Occidental. Sugar.
 Vitarich Corporation VITA Feeds: fish, poultry, hogs, specialty. 2012 sales 3 billion;
profit 114 MM
Agricultural
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References
AFSIC Staff and Volunteer (eds.). 1997 and 2001. Sustainable Agriculture in Print: Current
Books. Special Reference Briefs Series no. SRB 97-05. Alternative Farming Systems Information
Center. National Agriculture Library, Beltsville, Maryland.
www.nal.usda.gov/afsic/AFSIC_pubs/srb97- 05.htm and
www.nal.usda.gov/afsic/AFSIC_pubs/srb9705u.htm
Berry, Wendell. 1996. The Unsettling of America: Culture and Agriculture. 3rd edition.
University of California Press, Davis. 256 p.
Bird, Elizabeth Ann R., Gordon L. Bultena, and John C. Gardner (eds.) 1995. Planting the
Future: Developing an Agriculture that Sustains Land and Community. Iowa State University
Press, Ames, IA. 276 p.
Horne, James E. and Maura McDermott. 2001. The Next Green Revolution: Essential
Steps to a Healthy, Sustainable Agriculture. Food Products Press, an imprint of The
Haworth Press, Binghamton, NY. 312 p.
Jackson, Wes. 1985. New Roots for Agriculture. 2nd edition. University of Nebraska Press,
Lincoln, NE. 150 p.
Websites:
http://industry.gov.ph/category/agribusiness/
https://www.nationalgeographic.org/encyclopedia/agriculture/
https://mohdhafezan.files.wordpress.com/2016/01/chapter-1.pdf
https://jgdb.com/business/marketing/types-of-marketing/what-is-agricultural-marketing
https://www.smartsheet.com/strategic-marketing-processes-and-planning
https://medium.com/@cvmgdigitalmarketing/how-to-develop-a-successful-agriculture-
marketing-plan-cc6c6746b4bf
https://agrowbase.wordpress.com/target-market/
https://www.thebalancesmb.com/what-is-an-agricultural-product-2538211
Assessing Learning
Name: Date:
Score:
Activity 5-1
5. In your own opinion, what is sustainable agriculture?
Agricultural
Marketing 57
6. Can sustainable agriculture be a viable alternative for rural communities?
7. What are the common problems of the Philippine Agribusiness industry nowadays?
Agricultural
Marketing 58
PROJECT SAFE for LIFE: Sustainable Agro and Food Enterprise for Local
Innovators, Farmers, and Entrepreneurs.
PRESENTATION OF PROJECT SAFE for LIFE
Agricultural
Marketing 59

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PREFACE

Agricultural marketing encompasses all services involved in the movement of

Marketing functions and functionaries Ariel

Marketing functions: In contemporary marketing, agricultural produce must pass through a

A. Assembling (Concentration) – Concentration refers to the operations involved in

1. Assembling: Assembling is the process of gathering produce for sale in market or

2. Grading and Standardization : Grading is the process of classifying commodities

 The uniformity of markets is ensured.

 Excess produce can be preserved.

4. Transportation: Transportation is the physical movement of goods from the point of

6. Packaging: Packaging is the process of packing or covering a product in such a way

7. Distributing: It is concerned with the distribution, retailing, and marketing of

Marketing functionaries Octavio

Agricultural Marketing: Concept and Definitions

Definitions of Agricultural Marketing Pangan

1. Resource optimization and output management

A successful agricultural marketing system optimizes resource utilization and output

2. Farm Income Increase

4. The expansion of agro-based industries

An efficient marketing system enables farmers to plan their production in response to

8. Increase in National Income

9. Improved Quality of Life

10. Utility creation

Marketing is a productive endeavor that is equally as necessary as farm production. It is, in

IndiaAgronet.com. Marketing functions and functionaries.

2. As a marketing major student, what do you think is the essence of including

The marketing concept is based on increasing a company’s ability to compete and

1. All people or organizations who share A. Marketing Mix

3. Comprises four basic marketing C. Industrial Markets

4. Consumers who purchase goods D. Marketing

7. Business to business market. G. Pricing Function

9. Consists of the actions a business I. Financing Function

10. Any form of communication used to J. Consumer Markets

ESSENTIAL STEPS FOR A SUCCESSFUL STRATEGIC MARKETING

Three Phases of Strategic Marketing Process Velasquez

2. Implementation Phase - The implementation phase is the action portion of the

THE ROLE OF MARKETING Velez

1. Agriculture supplies raw materials to various industries and therefore, marketing of

MARKETING MIX Ventura

Sell in Regular Markets

Join Government Associations

 Training and re-training of farmers

Collaboration with Government

Set Appropriate Pricing

DEVELOPING MARKETING PLAN Yauco-Yusoya

Step 1: Know Yourself and Know Your Market

 What is the nature of the organization now?

Step 2: Perform Strategic Analysis

Step 3: Set Marketing Objectives

Step 4: Generate Strategies and Tactics for Achieving Objectives

The resources of the organization include the following:

 In-house talent and staff

Step 7: Track, Analyze, and Optimize

Individual customers have different needs but an organization cannot provide a

At the end of the unit, you are expected to:

1. Analyzed market segmentation in agricultural

Farmers: Mix and Scale Operations

Definition of an Agricultural Product?

Agricultural products are derived from cultivated plants or animals to sustain or

4 Categories of Agricultural Products