Marketing Aquaculture Products — 1

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talent and are adequately rewarded by the outcome. Usually this is not the case. Your visual image is critical to the immediate perception of your product. Get some help, or at least get second opinions. As you work with your product and your clients, either buyers for retail stores or the consumer, remember that you are communicating why your product is good for them. If it is not suited for them it will be a hard or impossible sale. Take time to review your MAT and SWOT analyses, and consider developing a best practices guide or ISO-9000 for agriculture plan (AGMRC.org reference) for your operation. All are proven marketing tools that help plan your business course, improve your product, and fostering the image of your operation. 52 — Marketing Aquaculture Products
Marketing Plan Outline A simple outline for your marketing plan should include: I. Mission statement II. Current situation analysis III. Target audience description IV. Marketing goals V. Marketing communication: strategies and tactics VI. Marketing budget VII. Set periodic updates for situation analysis, and revision of goals, strategies and tactics. A checklist for things to consider for each of the above sections of your marketing plan should include: I. Mission statement o Short and to the point. Th is is what you are about and defi nes your direction and values. II. Current situation analysis o SWOT analysis by category o Honest self-assessment of your current marketing experience, communication strengths and weaknesses o Adequate product packaging for the target market o Adequate product information for point-of-purchase or meetings o Liability insurance o Distribution situation III. Target audience (market) description o What is the ideal consumer demographic for your product? o MarketMaker Assessment of local and regional target markets o MarketMaker Assessment of Marketing Aquaculture Products — 53
Page 1 and 2: Marketing Aquaculture Products —
Page 3 and 4: Reality Check: Why Businesses Fail
Page 5 and 6: do what you think you can do and yo
Page 7 and 8: line within the market. Your vision
Page 9 and 10: opportunities. Marketing doesn’t
Page 11 and 12: tangible and intangible. To success
Page 13 and 14: the owner, both may be important in
Page 15 and 16: have actually given them my number
Page 17 and 18: Marketing and product development.
Page 19 and 20: or re-tooling; early supplier invol
Page 21 and 22: you 25% and the distributor’s mar
Page 23 and 24: ing and thanking them for making ti
Page 25 and 26: and the benefi ts of the product to
Page 27 and 28: Packages, Labeling & Point-of-Purch
Page 29 and 30: Dealing with Brokers and Distributo
Page 31 and 32: usiness are net-30, net-7, and net-
Page 33 and 34: Dealing Directly with Grocery Store
Page 35 and 36: Sending a press release to the loca
Page 37 and 38: committed; remember that client’s
Page 39 and 40: to be a non-confrontational and str
Page 41 and 42: local resources to build this natio
Page 43 and 44: visibility for participating produc
Page 45 and 46: tant market-research tool. One that
Page 47 and 48: the initial contact and then cultiv
Page 49 and 50: where you think of the market is or
Page 51: 6. Family owned and operated Weakne
Page 55 and 56: with distributors, letters from sat
Page 57 and 58: Consumer: Th e end user who consume
Page 59 and 60: Business Know-How. (Ideas, resource
Page 61 and 62: Schragis, S. and R. Fishman. 10 Clo

Marketing Aquaculture Products — 1

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