Oct 9-10, 2009Princeton Park Hotel

Bangkok, Thailand

Workshop Session Day 2

Marketing ITC Technical OrganizationalDevelopment

Chain/ shorten Marketing info/flow

Organic farming Strengthen orgn

Value adding ITC application Processing(CP) Improve practices

Mktg application business plan marketing plan

Integration Info Tech

Quality Enhancement

Multi stake holder process (not just NGO support)

Technology transfer

Self initiative

Target customerProactive to customer

Marketing info needs

Branding (2x)

DiversificationNew product

Taiwan / Japan Indonesia/Philippines Mekong Group

Cooperate with Institutions

Sustainable Enterprise Apply marketing concepts(production – packaging)

Develop Brands Compliance with good Paractices(marketing Plan, financial, etc)

Internal?export mktg

DVD Agro processing centers Free trade agreement

Export ITC application AFA to promote mktgInitiatives for the benefit of Asian Producers

Process Joint venture Cooperative –better bargaining power

National Marketing Plans◦ Identify follow up activities

Nature Objectives

◦ Planning Specific activities Involved parties Draft operational plan

sorkorpor Conduct a workshop to determine producers

and consumers on Organize a provincial workshop We build a company?? We monitor the activities?? Our product should meet the requirements

on a timely manner

ainokai Product: organic products Plan is to expand our market for organic products; get

new consumers We have aino marketing system. We have many

members but we cannot make a unified marketing brand . So we can make an Aino brand for our organic products -e.g. Aino brand. We can make a package

We will need experts to design the Aino package and commercialize our products

We have many competitors in Japan training on organic products, including marketing. So we should be able to distinguish Aino products.

We will ask members if we want to make Aino brand, discuss our strong points to market to our consumers

ainokai Next steP; research Next step: detail the activities we need to

do to make the Aino brand

comments On consumer awareness, to be done by fnn, api and skp:

enhanced consumer awareness will mean increasing marketability of your products . This means you will be doing activities that will enhance your knowledge on what the consumer wants.

Api has processing component: question is for the rice milling unit accept only organic rice (answer is yes)

Skp who will put up monitoring of progress of activities: this is good to put in plan

Ainokai, twada more on branding and IT application : major tips include : when you make your brand or packaging, be very clear about your positioning. What position you want your product to have? What kind of customers are you targetting? This will help you in designing your brand and package.

Comments-2 Vnfu, pakisama: pakisama has an organized

structure for marketing component. But has to be clear on what the support should be for each product.

Vnfu: be clear what will happen after the workshops that will happen. What will be the action plans after the workshops? We can focus our workshop in a better way.

In general, we commend the groups for being able to come up with a draft plan to capitalize on, and to develop further in their marketing activities, drawing from the lessons of the presentations.

twada Design and package waxapple DVD Objectives: promote the brand and be well-

known, increase customers’ loyalty and improve waxapple farmers’ income

Activities: design the DVD, form the team who will make the DVD

TWADA will negotiate with members first to get approval for this DVD. TWADA will find budget to get equipments for this DVD. Then, training on how to use the DVD with customers, how to burn the DVD at home.

vnfu Collect information on supply and demand

of tea and lychee so that farmers can access market and improve income

We will invite researchers, marketing officers representing government, farmers and universities, reporters,

Organize this workshop in one day We will try to use mass media to reach our

customers

pakisama Preparation of business plan: data gathering ,

mapping - per commodity sector . The business plan is the framework for marketing enterprise

Marketing research- get market information for the marketing aspect of the business plan

Enterprise orientation-meeting with farmer leaders to establish their commitment to the enterprise program.

December 2009 and beyond: setting of agro centers, search for financing,market development, product development, actual marketing and selling

We want to start a marketing outlet in one of the big stores in Manila by December

Api - on organic rice We will make liquid organic fertilizer We want to establish rice milling unit (RMU)

by December We will conduct market research for organic

rice by December We will improve our packaging of organic

rice, and have a brand of our product (Jan-Feb)

We will have advertising or promotions through media , etc.

Fnn - improved marketing of organic products Gap: quality of organic product still not good Obj: ensure good quality of organic products

-raise awareness on organic products-improve management structure of the organic federation

Activities-training on internal control system, processing cycles,ets

-follow up process of ICS book farmer-radio program and magazines to raise awareness for consumer