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Pelleted and Crumbled, Composted Pouhy Manure Marketing Plan Execw”ve Summary 6.0 MARKET SEGMENTATION There are a number of identifiable markets for PCCPM within the BC region. This plan looks a~ 1. Fertilizer blenders 2. Commercial organic producers 3. Retail home garden centres & fertilizer distributors 4. Vegetable market gardeners 5. Landscapers and lawn care fimlS 6. Golf course superintendents 7. 8. Recreation facility and parks managers Conventional farmers , 9. Service clubs - as fund raising initiative Each of these market segments have particular characteristics and key persons, groups or formation that influence them in their buying decisions. Examples are fertikr blenders who: ● are knowledgeable about the market ● are profit oriented ● are concerned about image ● are competitive ● want products which will allow formulation for established markets s want ‘zero” problems relating to burn In turn they are influenced by: ● customers ● other fertilizer trade members ● researchers ● their profit and loss statement Each of these market segments are reviewed to determine these characteristics for use in developing individual marketing strategies. 7.0 ENVIRONMENTAL ASSESSMENT The environmental assessment reviews the trends ‘withinthe social structure and the economy which will have an effect on the development and profitability of the product and markets. An example was put forth by one of the proponents when questionedas to why a plant such as this wouldnot be built in California rather than British Columbia. His answer was that in California IV Zbeetnq$ Clwwdting, 1995
Pelleted and Crumbled, Composted Poultry Manure Marketing Plan Etecw”ve Summary a plant suchas this wouldbe considereda pollutingindustry. In British Columbia it is considered a solution to the problem. The assessment covers socio-demographic trends, economic trends, government trends, technological trends, resource availability and competition. The inclusions reached are that continuing trends to more recycling, less pollution, increased economic pressures, governments mo~ attunedto environmentalissues and public perception that ‘natural” is somehow better will lead to increasingmarketsfor organic fertikers and composts for all types of growing situations. These markets will, however, pay little extra for the aesthetic aspects of the products, keying insteadon the economicbenefitsthat can be demonstratedand the amountof money that they have available. This will mean that the markets will grow slowly as the economic benefits of the products tend to take longer to elicit the emotional reactions to change the buying habits. As well the assessment has pointed out that there area number of very fine competitors for this product with more coming on stream. The competitive analysis shows some particular opportunities in British Columbia in the filler and organic base market as there appears to be a mid-price range which is currently not being filled in this province. This may not be the case however when the product moves into markets in the USA which tend to have a larger number of organic products at their disposal. 8.0 POSITIONING The positioning of the product looks first at what the customers say they would like to see in a product and then compares those properties to what the proponents for the project would like to see. Often these can be divergent but if the product is to be successful it must address the customer desires. Examples of customer and processor perceptions are: For the customer: ● a product with consistent sizing within a fairly narrow range ● a product free from odour. ● a product which has research behind it ● a product which provides value for the money ● a consistent product ● a product which is readily available ● for the filler marl@ a product whichis cheap, easily blended, stays blended (does not separate readily), has particle integrity and provides recognizable benefits to the end fertilizer activity ● the fhctthat the raw materialfor the productis compostprovides some additional value due to the antigen factor. v Zbeetnof Consulting, 1995
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