welcome to the marketing orientation on mushroom national mushroom development & extension...

WELCOME TO THE MARKETING

ORIENTATION ON MUSHROOM

National Mushroom Development & Extension Center,Sobahan bag, Savar, Dhaka.

OBJECTIVES OF MARKETIN ORIENTATION

CLASSTO GIVE GUIDELINE ON HOW TO START

BUSINESS BY APPLYING THE RIGHTMARKETING CONCEPT, BY USING

MUSHROOM AS IT’S MAIN PRODUCT.

How is our Life ?

Health ? Wealth ?

Security ?

All in trouble today…?!…..

Mushroom = What ?

HEALTH +MONEY

Mushroom Save Life = Health Product

Mushroom Bring Fortune Chinese Believe

China = Billion Dollar TurnoverKorea = Billion Dollar TurnoverThailand = Billion Dollar TurnoverJapan = Billion Dollar TurnoverVietnam = Billion Dollar Turnover

Sal

es K

now

ledg

e

•Income opportunity – Additional &

Residual

•Health, Wealth & Happiness

•No stress; No Risk

•Better life & Social work, Popularity,

Self Satisfaction

•Not high Investment

•Independent Business

But huge support structure

•Simple Skills & Knowledge required

Big opportunities Of Mushroom Business

(Concept of Marketing)• What is Marketing: is a system where

• Negotiation + Dealing Exchange + Two Parties + Products/Service + Time Frame

• Marketing System of consumer products: 1. Traditional Concept :

2. Direct Selling Concept : Company sell Product directly to the consumer through their

own distributors, Or by Marketing People.

100 P

Ws Db

Mnf Cms

Rt.

30 P Traditional Marketing

Dist.Channel 70 TkAdv.

Direct MarketingMnf

Cms

70 Tk. Save

Own D/b

No Channel

%%

%

ProductsProduction capacityHigh Investment CapitalProduct positioningProduct pricingDistributional channelTransportation systemCommission planPromotion (Advertising )Market Competitor /High riskMarket Research

ProductsOwn Distributional channelMouth to Mouth AdvertisingPromotion Health campaignLow risk

Distribution channelMushroom grower – wholesaler/ distributor shop – Retailer shop - consumers

Fixing the price or commission for the distributional channel

Advertising promotion media

Pamphlets/Leaflet

Dish Channel / Media Traditional Concept

Direct Selling Concept /family /society.Name Card

+

Product Diversified Use Share Benefits of the Products

Mouth Advertising

Mushroom for the Entire Family

For ALL Age Groups : Healthy as well as Unhealthy

PregnantChild

Teen-ageFamily-man

Seniors

Sharing yourKnowledge

Why Mushroom Business ?B

usin

ess

Sen

se

Investment Shade + Spawn 1000

25,000 15,00,000

Workload / day 1~2 hrs=3 8~16 hrs

Loss Risk 5 % 50%

Health Risk 10% 50%

Stress 5% 50%

Income monthly 25000Not limit

High Risk

A Small Scale Business – Vs – Large Scale Business

(Basis : Monthly 25000 Annual net income. 3.0 Lacs ;

Small Business Lrg. Business

Production Capacity• Build up on your demand and supply• Create demand on basis of your production• Never create demand if supply is not enough.

Product Positioning• Product Packaging• Product Pricing• Product Quality

Distributional Channel• Whole Seller Appointment• Flow chart system• Product availability

Commission Plan• Whole Seller % percentage• Distributors %• Retailers %

Competitor Analysis• Competitor is a friend not enemy • Study on his strategy

Marketing Research• Always find good alternatives.• Find the problem and make solution• Feed back analysis system

Selling is a art and Profession…• “ Profession is a occupation where

Systematic Application of Knowledge, Skills in order to achieve a specific Purpose of the Client”

Do not take Mushroom Marketing is not just a pass time activity !

For Success in Mushroom business essential ingredients are

KNOWLEDGE OF PRODUCTSSKILL

SYSTEMAPPLICATION/ ACTION

PRODUCTS/PEOPLE/PLACE/PROMOTION

ApproachE

ffect

iven

ess Friends Build Personal Faith

Relatives Impersonal ( Objective)Institutions Impersonal ( Objective) Employment Impersonal ( Objective)Neighbours Comparison ( Relativity)Family NW Common ExcitementStrangers Concern : Helpfulness

Thought, Expression & Behaviour Should reflect the above approach

Ski

llTime Management for NW

Make Daily sales Habit – its your Business !Fix Time Frame & WorkWrite down daily activities & analyze Identify the available timeList your Clients activities :: Prioritize Plan , Delegate and Monitor Cut the wastage of time in your activities-

phone, entertainments, shopping,socializing…Avoid procrastinationDo not search for excuses and justificationFind some time for Self & Family

Buyer’s Behaviour

!?

Attitude

Knowledge

Environment

Experience

Kno

wle

dge

Consumer BackgroundConsumer Background• The ……• Level of Health Education is low• Health & Disease are too private• Preventive for the disease• Med. Treatments cost is high .• Benefit of the Mushroom.

Who is the Target ?Who is the Target ?

FRIENDS : Priority F N S,,

Sick person is Resourceful : keep 70%

Income Group : Middle & Upper middle classNeed-wise : Security & SocialDemography : Basic Minimum Education

Urban & Semi Urban placesInvolvement : Total Family participation

List the people and contact systematically with time management

Whom you can sale ?Whom you can sale ?

Concentrate CommunicateConvince

ConsumeCommit

5 C’s to Progress

Effort is the Key

The greatest thing is not where you stand, but which DIRECTION you move !

Team Building Strategy

• Structuring who can be prospect

• Activating the person

• Educating the person

• Training

• Motivating

• Monitoring

• Continuous correction of course

Tra

inin

gs &

Mee

tings

Team Building Process

Rej. 25

List & Contact 100

FU: 3 days

Meet 50

Consumer 15

Start & Develop“ Both”

Pendg 50 Interested 25

work 10

No Resp.

15 X 5 = 75 kg for the month 75kg X 80 tk = 6000

15 X 5 = 75 kg for the monthSame way the 10 people

Will sale

Now you can think how much

your income

Ski

llMeetings – How to Speak ?

ACTION …

Introduction of Topic and Subject

Capture the Audience Attention

Delivery of Lecture -

Go prepared with Q & A

Close with enthusiasm and motivation

USEFUL TIPS…..Stick to Time Frame , Core subject

Use Eye contact & Body Language

Modulate your Voice suitably

Use Jokes, and stories

Hold on to Dignity, Grace and Trust

It is the Practice which makes it Perfect !

Goal Setting

Specific

Measurable

Attainable

Realistic

Time Bound

Ski

llNever shoot without a TARGET !

SMART

AnalyseUnderstandUtilize

YOUR STRENGTHOPPORTUNITIES

NOT SMART

Ski

llEffective Communication

Depends on your Personal Equation & their Background !

What to Say ?

When to Say ?

How to Say ?

( For Private meetings )

Mushroom -TalkCONSUMERCompassionatePersonal FaithHealth Benefits

TestimonialsCredibility

Personalized Service

BUSINESS BLDR.Co’s BackgroundMarket PotentialBus. Opportunity

Team supportsYour Experience

PROFESSIONAL Scientific, Logical, Reliable info. References & Testimonials.Professional support. Credibility of the Co. & Mktg. System.

Don’t force. Don’t act smart. Be sincere and confident.

How to do ?

Chronology of Action

•Burning Desire is the seed for SUCCESS.•If the seed is right, so is the fruit.•Goal should be SMART.•Success & Failure are merely the process.•We learn from failures, but we are scared of them.•Failure to plan is NOT failure of a plan.•Never give up Goal on facing failures, but modify Plans and Actions.

Dream Goal Plan Action Results

Efficiency & Effectiveness

Success & Failure are merely the process.We learn from failures, but we are scared of them.Failure to plan is NOT failure of a plan.Never give up Goal on facing failures, but modify

Plans and Actions.

Ski

ll

Correction Analyse

Plan Action ResultsOK

Not OK

Ski

llCommunication Blockers

For Private Meetings

1. I do not accept your ideaLogic / Science lackingCertifications, Supports, approvals lackingUnpopular, negative rumour

2. Unable to accept immediately; shall think it overMore info, books, testimonials, references neededSecond opinion requiredApproval by family Members or Doctors

3. No Comments ( Do not understand, Do not appreciate )Comprehension is low; May go by relationshipPrescription works, rather than Description

•I do not accept, because it comes from You ( Ego ?)•All well ….. But ……. I do not want to do•I have tried… it does not work for me (already a DXNer)

Ski

llCommunication Troubles

Know : Product, Co., NW, SystemIncome Opp. & Social Response

Avoid Ego ProblemsTake Knowledge & TrainingShow Perseverance

Self Motivation Lead by examplePersonalityGood will & Ethics

Starting

Running

Leading

All communication Blockers can be overcome by Knowledge & Practice

For Private Meetings

Closing the Deal

Address these questions…..• Have you understood the

Prospect ?• Has he understood you,

towards his NEEDS ?• Have you clarified all his

doubts & apprehensions ?• Has he overcome those doubts

& apprehensions ?• Does he accept your

Relationship and Guidance ?• Did you allow reasonable time

for his Decision ?• Did the transaction end with a

positive feeling ?

If your answer is “YES” , go ahead and CLOSE DEAL.

If any of them is “NO”, re-attempt after a gap of time.

Don’t be hasty or desperate at any time.

On your Marks….

Prepare yourself

Working Tools : Presentation folder Samples (fish drawing)TestimonialsAdequate Knowledge & FAQ Scientific Data & Facts

Schedule the Work:List of 100 contactsAllocate TIME & RESOURCES Schedule your Meetings Action …….

Work like a Professional:Take appointment :: Be PunctualLearn AttitudeBe well dressed.

Be Cheerful.. Confident.. Relaxed.

Why People Drop Out of profit ?

Listen to negative mind people.Bad / Hasty StartThe right NEED is not feltNo Motivation No Team spirit / Commitment‘I KNOW’ syndromeIgnorance of OpportunitiesLack of TrainingWrong Assumptions / JudgmentsPoor service from team / CompanyNegative social / family influenceNo personal valuesSelfish ; Indifferent ; Lazy

Objections Handling

1. Listen Carefully and Completely.

2. Acknowledge & Appreciate : Do not confront or object.

3. Appeal to Logics & Common Sense.

4. Express your Keenness to sort out all objections.

5. Confirm / Clarify what you can and what you know.

6. Assure to revert on what you do not know.

7. Prompt and Lead on any other issues unexpressed.

8. Do not Pressurize. No Insult, No Ego play, No Confrontation.

9. If successful, Close the Deal. (Allow time if needed).

10. If NO, walk out Gracefully. Better on a later date.

11. ……….

Never Close Doors Permanently to Anyone

How to solve problems ?ATTITUDE : Be confident ; Never give up

Do not cry & No Self-PityInvolve Only if Concerning / Relevant

APPROACH: Think Professional Issues may not be ProblemsStand outside the problem & seeLook for alternative solutions

ACTIONS : Analyze Objectively everything- SWOT analysis- note down the observations

Discuss / Consult with concerned people

Action plan with Time frame committedImplement & Monitor

A good seller does not create problems….But He always finds solutions !

Be sincere, honest and transparentNo snatching of prospects from other Mushroom sellers

Beware of ‘ Dream-Stealers’

No politics ; No back-biting

No false promises ; No tall claims

No complaints ; No jealousy ; No negative attitude

No financial manipulations with the consumers

Do not fish for the consumersWork on Your STRENGTHS ., Do not cry for your WEAKNESS

•Associate with +ve people, Avoid –ve people.

•Believe in Yourself - You are a Great creation

Few Direction ethics to save you ?

IF YOU HAVE A POSITIVE ATTITUDE, YOU SEE OPPORTUNITIES IN ALL

PROBLEMS AND YOU WILL HAVE THE OPPORTUNITY TO GROW !!!

REMIND AGAIN POSITIVE MENTAL ATTITUDE (PMA)

CONGRATULATION!

THANKS TO

MycoLife Food & Nutrition Ltd.

SEE YOU AT THE TOP