ASSIGNMENT

ON
EE-212

TOPIC- MARKETING AND ADVERTISING OF AGRI

PRODUCTS

PREPARED BY-
SUBHAM KUMAR PANDEY
REGD. NO-2019-AD-41
2nd YEAR, 1st SEMESTER
 MARKETING AND ADVERTISING OF AGRICULTURAL PRODUCT

CONCEPT

Agriculture fulfills the basic needs of human kind by producing food. About a century ago,farmers used to
produce food commodities mostly for self consumption or for exchange with others mostly in the same village
or nearby places. They were primarily self reliant. But, now production environment has changed considerably
from self reliance to commercialization. Technological advancements and the use of pesticides,fertillizers,and
farm mechanization has resulted in surplus productivity. There is better lifestyle in people due increase in
income,changing lifestyle,urbanisation,food habits all in all increase in demands. Now the whole world is a
global market and linkages are coming in overseas market. Further increasing demands for processed or semi-
processed food require value addition in the raw agricultural produce. These developments requre movement of
food commodities from producer to consumer in the form of value added products. Agri marketing brings
producers and consumers together through a series of activities and thus become an essential element of
economy.

ELEMENTS OF MARKET MIX

The agricultural marketing mix refers to the set of actions,or tactics,that a agro based company uses to promote
its brand or products in the market. The 4Ps make up a typical marketing mix Price,Product,Promotion and
Place.

PRICE

The price is the amount that a customer pays for the product. It is determined by a number of factors including
market share, competition, material costs etc.

PRODUCT

A tangible object or an intangible service that is mass produced and manufactured on a large scale with a
specific volume of units.

PLACE

Place represents the location where a product can be purchased. It is often referred to as the distribution
channel. It can include any physical store as well as virtual stores on the internet.

PROMOTION

Promotion represents all of the communications that a marketer may use in the marketplace. Promotion has four
distinct elements: advertising, public relations, personal sellings and sales promotion.

OBJECTIVES AND FUNCTIONS OF ADVERTISING

Agricultural advertising is a vital component for the success of your business. Many new agro based companies
and startups like Patanjali, Vadilal, Kwality Walls etc focused on advertising and got quick success in market.
An ad agency focused on agricultural marketing can give you targeted advice on marketing strategies to
increase the bottom line and establish media relationship that will help in the future. With the current economic
climate,increased brand awareness through consistent media exposure is the best way to keep the company
name in front of potential customers.

Agri marketing is more important than ever since the economy is in a constant state of flux and your
marketplace is growing more competitive each passing day. Agri advertising will help a lot in this case. Public
relationship in agricultural advertising is about managing relationship and gaining positive exposure for the
company. Agricultural ads targeted directly to the customers or direct marketiing is traditional and effective
means of advertising. This method, involves direct mail ,email marketing and telemarketing, provides an easy
way to track and measure your responses. Direct marketing in agriculture allows to track the return on
investment for each campaign so the owner can get most bang of his buck

Nowadays, agriculture advertising and marketing online is becoming widespread in the industry. The
dissemination of information at a lower cost than traditional print advertising and interactive component of
online marketing make it a great way to reach a global audiece on budget.

HOW TO ATTRACT CONSUMERS THROUGH ADVERTISING

There are many ways available now through which agri products can be adverised and can attract many
consumers.

Print Media

Magazines and newspapers provide a very, large, often traditional audience to get the product infront of them,
with a proven track record. But this is not the cheapest option and also thinking is needed a lot to attract large
crowd to give attention.

Classfieds

The classfieds section of agricultural magazines such as Farmers Weekly provide a very specific audience-an
audience looking to purchase. This is perfect if you are trying to sell products that is well established and the
need for sale is well amongst the targeted audience.

Face to Face

By this method you can get your product right infront of the customer if your product is something that needs to
be demonstrated to be understood,this might be best course of action as it depends ability and tactics of seller.
But the seller can struggle if he do not possess the required skills. This method is also costly as you require
banners and posters for demonstrations.

Internet

Day by day with data rates getting cheaper this method is becoming the best to hit the broad customers and also
can hit customers in any part of the globe. Also it is cheaper as compared to other methods. This method can
struggle if the audience is traditional one otherwise it is very effective for young customers.

Sponsoring Sports Teams and Players

One of the best method in reaching large scale customers in short time. But the cost will be high because of
jersey sponsoring and on ground sponsoring by the help of billboards.
Social Media

Facebook, Instagram,Twitter,Snapchat etc all these have become an important aspect of today’s generation. It is
a brilliant way to influence an audience outside of ‘traditional’ advertising revenues. When done correctly,
social media can bring your marketing and sales messages to an audience through a persuasive channel.

MARKET SURVEY AND ADVERTISING

Market survey is the survey research and analysis of the market for a particular product which includes the
investigation of customer inclination. A study of various customers capabilities such as investment attributes
and buying potential. Market surveys are tools to directly collect feedback from the target audience to
understand their characteristics,expectations and requirements. Marketers develop new and exciting strategies
for upcoming products but there can be no assurance about the success of these strategies. For these reasons
market survey is important and after surveying the researchers know what the audience or customers want. And
based on that they advertise their products.

The main purpose of market survey are-

- Gain critical customer feedback

- Understand customer inclination towards purchasing products
- Enhance existing products and services
- Make well informed business decisions.

REFERENCE

Https://www.business.com/articles/agriculture-advertising-and-marketing/

Https://www.fwi.co.uk

https://www.entrepreneur.com

https://www.tnau.ac.in

THANK YOU