Developing a Niche Marketing Plan: the 5 P s. Presented By: David Cline Extension Aquaculturist Alabama Cooperative Extension System
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1 Developing a Niche Marketing Plan: the 5 P s Presented By: David Cline Extension Aquaculturist Alabama Cooperative Extension System
2 YOUR GOAL IS NOT TO RAISE FISH YOUR GOAL IS NOT TO SELL FISH YOUR GOAL IS TO MAKE MONEY HOWEVER IN ORDER TO MAKE MONEY YOU MUST RAISE FISH AND SELL THOSE FISH FOR A PROFIT
3 Why do you need a marketing plan?
4 Marketing Plan What Species? What is the Competition like? What product form? What price? What kind of promotion? Where will you sell it? Regulations?
5 What Species? Choose a marketable species Make sure production information is complete Provide a variety of species
6 The Culture Species
7 Bighead Carp
8 The Culture Species
9
10 Potential Species Catfish Tilapia Trout Koi Crawfish Bass Bluegill Bait minnows Freshwater shrimp Aquatic plants Goldfish Turtles Eels Carp Ornamentals IF IT IS EDIBLE, SOMEONE, SOMEWHERE, IN THE WORLD EATS IT.
11 Competition International Regional Other Species
12 Other Seafood
13 Local Competition
14 Regional Competition
15 Other Protein Sources
16 4 P s of Marketing Product Price Promotion Place 5th P
17 Product Form Live Fillets Headed and gutted Dressed Nuggets Steaks Deboned Smoked
18 IT DOESN T MAKE ANY DIFFERENCE HOW GOOD THE QUALITY OF THE PRODUCT IS, IF THE RESTAURANT HAS THE PRODUCT ON THE MENU AND THE PRODUCT DOES NOT ARRIVE QUALITY OF SERVICE IS THE MOST IMPORTANT ELEMENT IN SELLING FISH THE PRODUCT QUALITY HAS TO BE GOOD BUT THE SERVICE HAS TO BE BETTER.
19 1 % DIE 3 % MOVE AWAY 5% DEVELOP OTHER FRIENDSHIPS 9% FOR COMPETATIVE REASONS 14% DUE TO PRODUCT DISSATISFACTION 68% QUIT BECAUSE OF AN ATTITUDE OF INDIFFERENCE TOWARDS A CUSTOMER BY ONE EMPLOYEE
20 What price will be charged? Lowest: equal to your costs including fixed and variable costs Highest: what you could talk a few people into paying Reality: somewhere in-between
21 Questions to ask yourself How will the product be positioned in the market? Who are the customers and what do they expect? What species and prices are the competition offering? What quality perceptions are associated with the product?
22 What type of promotion will be used? Generic Personal Example of a newspaper Ad Farm-Raised Hybrid Striped Bass: Raised Free of contaminants, highly nutritions, priced to sell. Saturday, 8 a.m noon, State Rd. 38 and 900 East, Tipp City. **Clear, focused and to the point, what, where, when and why**
23 Generic Promotion
24 Personal Promotion
25 Where will you sell the product? PLACE Direct Retail Sales Direct Wholesale Sales Local customer base Roadside market Fish fry fundraiser Office building sales Fairs and festivals Value added market Pond draining sale Live hauling Restaurant sales Supermarkets Specialty Stores Skip Photos < Fee Fishing >
26 Local Customer Base
27 Farm Sales
28 Roadside Sales
29 Or down the road, catering
30 Roadside Market
31 Fish Fry Fundraiser
32 Office Building Sales
33 Local County Fair
34 Processing adds value
35 Value Added Packaging
36 Quintessential value added
37 Pond Draining Sale
38 Cage Harvest Sale
39 Live Haul
40 Local Live Haul
41 Restaurant Sales
42 Grocery Store
43 Ethnic Specialty Market
44 Live Market
45 Fishouts and Fee fishing
46
47 Check the prices
48 Fishout Processing adds value
49 Expected Prices Outlet $/pound Processors Live Haulers Roadside Market Fish-out
50 Regulations HACCP - Mandatory seafood inspection Hazard Analysis Critical Control Points Contacts: Local Health Department Chamber of Commerce City Hall Game and Fish Commission Department of Transportation
51 Summary Keep the 4 P s in mind Create a written plan Work hard to establish a reputation for QUALITY and DEPENDIBILITY BE PERSISTENT
52 Now that s a lot to think about
53 Formula for Success 20% Desire 20% Determination 50% Sweat 10% Luck
54 Find out what the customers want and give it to them just that way Fats Waller
55 Made in the Shade!
56
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