Marketing Options for Small Aquaculture Producers · Marketing Options for Small Aquaculture...
Transcript of Marketing Options for Small Aquaculture Producers · Marketing Options for Small Aquaculture...
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Marketing Options for Small Aquaculture Producers
Presented By:
David Cline
Alabama Cooperative Extension System
Auburn University
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Marketing Plan
What Species?
What is the Competition like?
What product form?
What price?
What kind of promotion?
Where will you sell it?
Regulations?
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What Species?
Choose a marketable species
Make sure production information is complete
Provide a variety of species
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Bighead Carp
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Catfish
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The Culture Species
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The Culture Species
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The Culture Species
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The Culture Species
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Tropical Fish
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Competition
International
Regional
Other Species
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Other Seafood
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Local Competition
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Regional Competition
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Other Protein Sources
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4 “P’s” of Marketing
Product
Price
Promotion
Place
5th “P”
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Product Form
Live
Fillets
Headed and gutted
Dressed
Nuggets
Steaks
Deboned
Smoked
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What price will be charged?
Lowest: equal to your costs including fixed and variable costs
Highest: what you could talk a few people into paying
Reality: somewhere in-between
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Questions to ask yourself
How will the product be positioned in the market?
Who are the customers and what do they expect?
What species and prices are the competition offering?
What quality associations are associated with the product?
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What type of promotion will be used?
Generic
Personal
Example of a newspaper Ad
Farm-Raised Hybrid Striped Bass:
Raised Free of contaminants, highly nutritions, priced to
sell. Saturday, 8 a.m. - 12 noon, State Rd. 38 and 900
East, Tipp City.
**Clear, focused and to the point**
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Generic Promotion
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Personal Promotion
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Where will you sell the product? “PLACE”
Local customer base
Roadside market
Fish fry fundraiser
Office building sales
Fairs and festivals
Value added market
Pond draining sale
Live hauling
Restaurant sales
Supermarkets
Specialty Stores
Direct Retail Sales Direct Wholesale Sales
< Fee Fishing >
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Local Customer Base
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Farm Sales
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Roadside Sales
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Or down the road, catering
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Roadside Market
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Fish Fry Fundraiser
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Office Building Sales
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Fairs and Festivals
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Local County Fair
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Processing adds value
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Value Added Packaging
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Quintessential value added
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Pond Draining Sale
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Cage Harvest Sale
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Live Haul
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Local Live Haul
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Restaurant Sales
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Grocery Store
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Ethnic Specialty Market
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Live Market
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Live Market
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Fishouts and Fee fishing
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Check the prices
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Fishout Processing adds value
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Expected Prices
Outlet $/pound
Processors .55 - .90
Live Haulers .65 - 1.10
Roadside Market 1.00 - 1.75
Fish-out 1.00 - 1.75
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Regulations
HACCP - Mandatory seafood inspection
– Hazard Analysis Critical Control Points
Contacts:
Local Health Department
Chamber of Commerce
City Hall
Game and Fish Commission
Department of Transportation
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Summary
Keep the 4 “P’s” in mind
Create a written plan
Work hard to establish a reputation for QUALITY and DEPENDIBILITY
BE PERSISTENT
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Now that’s a lot to think about
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Formula for Success
20% Desire
20% Determination
50% Sweat
10% Luck
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Made in the Shade!
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Resources
SRAC Fact Sheets
eXtension.org
www.alearn.info