Sales and marketing

Authors

Nancye Gannaway, Department of Primary Industries and Regional Development, Western AustraliaFollow

Publication Date

2018

Publisher

Western Australian Agriculture Authority

City

Perth

Abstract

Plan, prepare, Prosper - workshop

This document is part of the Plan, Prepare, Prosper program that was developed under the Pilot of Drought Reform Measures ('the pilot'), a joint initiative between the Australian Government and the Western Australian Government. The program aims to support businesses to prepare for drought, climate variability, financial and other challenges.

Today we will be working through your marketing program, and possible strategies for increasing its effectiveness and impact.

We will explore the advantages of target marketing - of focusing your marketing on those customers which best suit your business, and have the greatest potential for maximising your success. This involves analysing both your own business's strengths and weaknesses, and the capabilities, plans and lifestyle preferences of the owners, as well as assessing what different types of customers are looking for from their food manufacturer suppliers and the extent to which these 'fit' with your business.

We will subsequently explore branding, one of the most important concepts in modern day marketing, with its proven capacity to increase sales, profits and business value. This will culminate in you developing your own 'target brand' for your business, based on the globally recognised CBBE model (Keller 2001).

Finally, we will look at ways to cost-effectively go about strengthening your brand and increasing your sales, through the use of 'touchpoint marketing.

Number of Pages

99

Keywords

Farming, Western Australia, Marketing, Sales, Weather variability

Disciplines

Agribusiness | Agricultural Economics | Agricultural Education | Agricultural Science | Agronomy and Crop Sciences | Climate | Environmental Monitoring | Marketing | Natural Resource Economics | Natural Resources Management and Policy

Comments

Plan, Prepare, prosper

Building farm business capacity

Farm business planning

Recommended Citation

Gannaway, N. (2018), Sales and marketing. Western Australian Agriculture Authority, Perth. Report.
https://library.dpird.wa.gov.au/fse_publishedrpts/4

Maps

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