LAUNCH ORGANIC PRODUCTS

CREATING AWARENESS AMONG CONSUMERS REGARDING ORGANIC PRODUCTS

TARGET APPROPRIATE GROUP OF CUSTOMER

GRAB CUSTOMER ATTENTION

OBSERVE CUSTOMER ATTITUDES AND TENDENCIES

KEEP RECORD OF CUSTOMER PROFILES AND BUYING PATTERNS

ESTABLISH ONE-TO-ONE RELATIONSHIP BETWEEN CUSTOMER AND THE PRODUCER

IDENTIFY CROSS-SELL OPPORTUNITIES

MAXIMIZE CUSTOMER LIFETIME VALUE

OBJECTIVES

Organic farming is an alternative agricultural system which originated early in the 20th century in reaction to rapidly changing farming practices.

Organic agriculture continues to be developed by various organic agriculture organizations today. 

It relies on fertilizers of organic origin such as compost, manure, green manure, and bone meal.

It  places emphasis on techniques such as crop rotation and companion planting. Biological pest control, mixed cropping and the fostering of insect predators are encouraged. 

Since 1990 the market for organic food and other products has grown rapidly, reaching $63 billion worldwide in 2012.

This demand has driven a similar increase in organically managed farmland that grew from 2001 to 2011 at a compounding rate of 8.9% per annum. As of 2011, approximately 37,000,000 hectares (91,000,000 acres) worldwide were farmed organically, representing approximately 0.9 percent of total world farmland.

EMERGENCE OF “ORGANIC FARMING“

Reaching Customer

s

Targeting Customer

s

Factors influencing consumers

Internal FactorsCONSUMER ATTITUDECONSUMER MOTIVATIONSLEARNING AND KNOWLEDGE

EXTERNAL FACTORS

CULTURE

SOCIAL CLASS

CONSUMER’S MOTIVATION TOWARDS ORGANIC

HEALTH

TRUST & FOOD SAFETY

HIGH QUALITY

TASTE

SURVEY

CONSUMER

BARRIERS

TOWARDS

ORGANIC

HIGH PRICE

LACK OF

AVAILABILITY

POOR APPEARANCE

According to the Cross-cultural study of Turkey and Germany on Consumer Attitude and Behavior towards Organic Food:In Turkish consumers’ age is lower ,household and children number is higher and gender is more equally distributed than Germany.Similarly, both consumers have high level of education and belonging to middle income groups.In surveys it is also seen that , organic fruits and vegetables are popular product groups that is mostly consumed by middle-income group consumers. TARGETED

GROUP

MIDDLE-INCOME GROUP

CONSUMERS WITH HIGH

LEVEL OF EDUCATION

HIGH-INCOME GROUP

ORGANIC CONSUMER IDENTITYGender

AgeEducation Income

http://orgprints.org/13727/1/MasterThesis-ConsumerStudy-TR-DE.pdf - Related Link

IDENTIFYING CROSS-SELLING

OPPORTUNITIESIt allows us to focus and recognize customer buying patterns and then identify sales

opportunities.

Identifying and benchmarking “Best” customers.

Identifying “holes” in overall product sales.

Pinpoint customers who are not buying at the rate they have in the past.

Identify the parts customers are purchasing and the corresponding parts they should be purchasing.

UNDERSTANDING AND MAXIMIZING CLVGive feedback sheets to the regular customers and get it filled by them.

Collected data should be put in a database and a record of the consumers and their buying pattern is necessary.

Using appropriate software to analyze the data stored in database and see the trend of consumption in long run.

Segment data according to customer and then taking strategies according to that.

Social Media Campaign .

Conducting seminars & campaigns and raising awareness about organic products among customers.

Handing on leaflets with detailed information about organic products to the regular customers and spreading the word.

Use posters mentioning quotes like: “eat healthy , stay healthy” , “To eat is necessity ,but to eat intelligently is an art” and many more to grab consumers attention.

THANK YOU