Tài liệu DEVELOPING LOCAL MARKETING INITIATIVES FOR ORGANIC PRODUCTS IN ASIA pptx

Local Marketing of Organic Products - A Guide for SMEs

DEVELOPING LOCAL MARKETING INITIATIVES

FOR ORGANIC PRODUCTS IN ASIA

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A Guide for Small & Medium Enterprises

Local Marketing of Organic Products - A Guide for SMEs

TABLE OF CONTENTS

Foreword ............................................................................................................................................................................1

PART 1. BACKGROUND, MARKETING STRATEGY, ORGANISATION AND PRODUCTS ...........................................2

1. Introduction...................................................................................................................................................................3

Organic Cultivation in the Region .................................................................................................................................3

National Initiatives to Develop the Organic Sector .......................................................................................................4

National Organic Regulations.......................................................................................................................................4

Availability of Certification.............................................................................................................................................5

2. Understanding the challenge........................................................................................................................................6

Perception of Changes in Challenges Today ...............................................................................................................7

3. Set up considerations ...................................................................................................................................................9

Scope and Structure of the Operation ..........................................................................................................................9

Location ......................................................................................................................................................................11

Marketing Strategy .....................................................................................................................................................12

4. Product line management...........................................................................................................................................14

Product Availability and Quality: General Considerations ..........................................................................................14

Product Availability and Quality: Supplier Policies, Procurement and Pricing............................................................15

Current Product Lines.................................................................................................................................................16

Future Product Development Plans and Lessons Learned ........................................................................................16

PART 2. MANAGEMENT ................................................................................................................................................17

5. Organising the supply chain .......................................................................................................................................18

Supply Chain Systems ...............................................................................................................................................18

Key Contract Provisions .............................................................................................................................................19

Lessons Learned ........................................................................................................................................................19

Future Improvements .................................................................................................................................................20

6. Handling and stock management ...............................................................................................................................21

General Description of Handling and Stock Management .........................................................................................21

Key Handling and Stock Inventory Planning Procedures ...........................................................................................21

Lessons Learned and Future Developments..............................................................................................................22

7. Marketing (promotion) and sales management ..........................................................................................................23

Current Business and Marketing Models....................................................................................................................23

Market Communications.............................................................................................................................................23

Customer Services Policies........................................................................................................................................25

Lessons Learned ........................................................................................................................................................25

Future Improvements .................................................................................................................................................26

8. Cost, margins, price setting and value addition..........................................................................................................28

General Price Policies an Cost Structures .................................................................................................................28

Lessons Learned and Future Improvements..............................................................................................................30

PART 3. SECTOR DEVELOPMENT...............................................................................................................................32

9. Market assurance and certification.............................................................................................................................33

Prevalent Market Assurance Systems........................................................................................................................33

Lessons Learned and Future Development ...............................................................................................................35

10. Sector cooperation and market norm building............................................................................................................36

Prevalent Systems for Sector Cooperation ................................................................................................................36

Lessons Learned and Future Development ...............................................................................................................36

11. The IFOAM Organic Guarantee system .....................................................................................................................37

PART 4. ADDITIONAL INFORMATION AND ANNEXES ...............................................................................................39

Additional literature and references....................................................................................................................................40

Annex 1. Contributors of Case Studies............................................................................................................................41

Annex 2. Contact information contributing organisations.................................................................................................42

Local Marketing of Organic Products - A Guide for SMEs

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Local Marketing of Organic Products - A Guide for SMEs

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FOREWORD

The IFOAM trade conference organised from 5 - 8 November 2003 was an opportunity for local market

initiatives to update themselves on developments worldwide affecting the organic sector. It was also an

opportunity for local market initiatives to present their achievements, discuss their problems and learn from

each other. Lessons that have been learnt in the relevant panels of the conference, in a special one-day

workshop on November 9 and the experiences of ten Asian local marketing initiatives (case studies) are

summarised as a guide for SME organic marketing initiatives in developing countries.

Participants in the workshop on November 9, 2003 came from the following countries: Thailand, Palestine,

India, Nepal, China, Malaysia, Singapore, Cambodia and Vietnam. Most of the participants had prepared a

case study to serve as basis for discussion during the workshop as well as for this Guide. For full details of

the participants, please refer to Annex 1.

This Guide is thus based on the experience of a number of local organic marketing initiatives (in the document

mostly referred to as the "initiatives") and the result of the discussion on November 9, 2003. Some existing

literature was also used to complete the information from the case studies.

The Guide was compiled by Koen den Braber from Hanoi Organics, Vietnam. Ong Kung Wai from Humus,

Malaysia and Vitoon Panyakul from Green Net, Thailand reviewed the draft document and assisted in the final

editing of the document.

Financial support for the November 9, 2003 workshop and the preparation of this Guide came from …