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Marketing Options for Small Aquaculture Producers

Marketing Options for Small Aquaculture Producers. Presented By: David Cline Extension Aquaculturist Alabama Cooperative Extension System. Marketing. Often an after thought. Most difficult part of small-scale production Plan, what plan?. Why do you need a marketing plan. Marketing Plan.

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Marketing Options for Small Aquaculture Producers

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  1. Marketing Options for Small Aquaculture Producers Presented By: David Cline Extension Aquaculturist Alabama Cooperative Extension System

  2. Marketing • Often an after thought. • Most difficult part of small-scale production • Plan, what plan?

  3. Why do you need a marketing plan

  4. Marketing Plan • Know your customers • 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. Catfish Tilapia Trout Koi Crawfish Bass Bluegill Bait minnows Freshwater shrimp Aquatic plants Goldfish Turtles Eels Carp Ornamentals Alligators Potential Species

  7. Bighead Carp

  8. Plants Aquatic

  9. The Culture Species Koi Carp

  10. 8 to 10" Fish $49.95

  11. Competition • International • Regional • Other Species Compete or Cooperate You Decide

  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” Planning

  17. Product Form • Live • Fillets • Headed and gutted • Dressed • Nuggets • Steaks • Deboned • Smoked

  18. 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

  19. 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 associations are associated with the product?

  20. 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. - 12 noon, State Rd. 38 and 900 East, Tipp City. What, Why, When, Where **Clear, focused and to the point**

  21. Generic Promotion

  22. Personal Promotion

  23. 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 Where will you sell the product? “PLACE” Direct Retail Sales Direct Wholesale Sales Skip Photos < Fee Fishing >

  24. Local Customer Base

  25. Farm Sales

  26. Roadside Sales Take it to the streets

  27. Or down the road, catering

  28. Roadside Market

  29. Fish Fry Fundraiser

  30. Office Building Sales

  31. Fairs and Festivals

  32. Processing adds value

  33. Value Added Packaging

  34. Quintessential value added

  35. Pond Draining Sale

  36. Cage Harvest Sale

  37. Live Haul

  38. Local Live Haul

  39. Restaurant Sales

  40. Grocery Store

  41. Ethnic Specialty Market

  42. Live Market

  43. Fishouts and Fee fishing

  44. Fishing Gear

  45. Check the prices

  46. Fishout Processing adds value

  47. Expected Prices Outlet $/pound • Processors .55 - .80 • Live Haulers .65 - .90 • Roadside Market 1.00 - 1.75 • Fish-out 1.00 - 1.75 Price goes up as you get closer to the end user

  48. 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

  49. Summary • Know your customer, meet their needs • Keep the 4 “P’s” in mind • Create a written plan • Work hard to establish a reputation for QUALITY and DEPENDIBILITY • BE PERSISTENT

  50. Now that’s a lot to think about

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