Course Material of ESDP on Food Processing in Hindi + English

There are many ways in which one can reach his customers: one can sell directly to the customers or through salesman. one can sell to other retailers. one can sell through wholesellers to retailers.The channel you select will depends upon: nature <strong>of</strong> the products reliability <strong>of</strong> the chennel and its image. Cost effectiveness. Speed <strong>of</strong> reaching customers Location <strong>of</strong> the target customers& storage facilities.You should also identify distribution points . These could be: the local market >Departmental store >at Home >Door to Door>Corner shop > meals > Cooperatives etc.The choice <strong>of</strong> these points will depends upon : Nearness to buyers & sufficientdemand in the location.PROMOTION : means marketing communication . It involves any activity which influences people to buyyour product. These may be in the form <strong>of</strong>: advertisement in the newspaper, posters and radio. Display <strong>of</strong> the product outside the shop. Arrangement <strong>of</strong> the product inside the shop. Giving free samples, gifts. Use <strong>of</strong> banners to attract attention. Use <strong>of</strong> signboards. Door to door advertisement.One can also promote the sale <strong>of</strong> his product by : being polite to the customers. Communication with the customers and understanding their position. Showing knowledge <strong>of</strong> the product, its benefits and use. Giving his product a distinctive brand name.Each product <strong>of</strong> marketing mix is important, but the emphasis givento each one will vary with the type <strong>of</strong> the product. Each productmust have an appropriate mix <strong>of</strong> 4 P’s .55