1 / 27

Managing your Market… from start to finish

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

jock
Download Presentation

Managing your Market… from start to finish

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Managing your Market… from start to finish Using the 4 P’s/ 4 C’s to connect with the customer

  2. Thinking through a successful market plan beyond production John O’Sullivan NCA&TSU

  3. John O’Sullivan NCA&TSU

  4. Moving beyond the producer mindset to “Being” the customer From: Producing meat, or eggs or yogurt or whatever and therefore delivering a Commodity… To: …Delivering what Your Customer wants! John O’Sullivan NCA&TSU

  5. Why bother? --Don’t bother if you have all the markets and income you want and are comfortable with the way things have been going. John O’Sullivan NCA&TSU

  6. If you want things to be different then you’ve got to do different! “If we do things like we did before, we probably are going to get results like we did!” John O’Sullivan NCA&TSU

  7. This is about using your brain cells… • Put on your glasses to see… • Open your ears to listen… • Be creative… • Be open to new and different… • Plan, implement and evaluate. John O’Sullivan NCA&TSU

  8. The traditional 4 “P’s” of Marketing. • Product, • Placement, • Pricing, • Promotion. John O’Sullivan NCA&TSU

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

  10. From the 4 P’s of Marketing to the 4 C’s of marketing The 4 P’s- Producer Focus • Product, Placement, Price, Promotion The 4 C’s- Customer Focus • Consumer Wants, Convenience, Cost Communication John O’Sullivan NCA&TSU

  11. Product • Can you view your “product” (Service/ Experience) as meeting a customer’s wants… • With the Quality they expect? John O’Sullivan NCA&TSU

  12. Placement • Location matters • Much bigger than “ location” • Ready for the world as a market? The world is at your doorstep. John O’Sullivan NCA&TSU

  13. Convenience to the Customer • Much bigger than “ location”—but that is still crucial; • Big picture (global information world), • Accessibility- from email texts to parking, packaging and presentation. John O’Sullivan NCA&TSU

  14. Displays should change based on product availability • During the sale day-- bigger containers to smaller ones- color to color, • Over the seasons- spring, summer, fall, winter, • No empty spaces--avoid “Soviet-style” grocery store syndrome! John O’Sullivan NCA&TSU

  15. Pricing • Costs/ Competition/ Communication… • Can you express the benefit of what you are doing?(“Benefit” to the customer). John O’Sullivan NCA&TSU

  16. Cost- the Value that the Customer sees being met… • Costs/ Competition/ Communication (Breakeven), • Can you express the benefit of what you are doing?(“Benefit” to the customer). John O’Sullivan NCA&TSU

  17. Promotion • Truth to say...Doing a good job isn’t good enough... • Advertising & Word of Mouth matter… • Display & Merchandising matter… • Image projection matters! John O’Sullivan NCA&TSU

  18. Communication • When is a pork chop more than a pork chop… • The attributes the customer is looking for • Advertising & Word of Mouth matter… • Display & Merchandising matter… • Image projection matters! John O’Sullivan NCA&TSU

  19. Example: Displays should change based on product availability • During the sale day-- bigger containers to smaller ones- color to color, • Over the seasons- spring, summer, fall, winter, • No empty spaces--avoid a “Soviet-style” grocery store look! John O’Sullivan NCA&TSU

  20. How do you plan your production & marketing as a total statement? • Brochures and such, • Display, • Web Site, • Tastings and Samples. John O’Sullivan NCA&TSU

  21. Protect your products • Shade (against heat & light), • Moisture and ice, • Gloves, hats, • Hand washing, • Clean containers. John O’Sullivan NCA&TSU

  22. Packaging • Plan and have available packaging to maintain quality all the way to the customers’ home, • Label with address, ingredients, logo. John O’Sullivan NCA&TSU

  23. You’re part of the display! • Clothing- look & colors, • Apron- logo & color, • Talk- Information & education, • Listen to needs, wishes, suggestions. John O’Sullivan NCA&TSU

  24. The Total Message • Abundance-- All the time! • Quality, Taste! • Organized, Planned! • Sincerity & Honesty! • Good Will! • Fun! John O’Sullivan NCA&TSU

  25. Keys to Success • Love what you do! • Listen to customers. • Only provide high quality. • Start on a scale you can manage. • Keep records and use them to make $$$ decisions. John O’Sullivan NCA&TSU

  26. Resources • Customers, farmers, family, friends. • Cooperative Extension • www.attra.org John O’Sullivan NCA&TSU

  27. Summary • Develop a Plan to improve the quality of your market and do it step-by-step, • Understand your customer, • Visit high quality competition or market and learn from them. John O’Sullivan NCA&TSU

More Related