Marketing of Biotechnology Products PDF

Marketing of Biotechnology Products For English Programs of Faculty of Agriculture, Ain Shams University Part 1 Prepared by Dr.Abdallah Mahmoud Abdelmaqsoud Professor of Economics and Farm Business Management...

Marketing of Biotechnology Products For English Programs of Faculty of Agriculture, Ain Shams University Part 1 Prepared by Dr.Abdallah Mahmoud Abdelmaqsoud Professor of Economics and Farm Business Management 24-2025  Preface  The performance of business activities directed towards the flow of goods and services from producer to consumer is termed as marketing.  Biotechnology is seen as the major pillar of economic growth in many countries.  Introduction Biological Products have penetrated almost of the world markets of food and they are a fact for the producers as well as the consumer. The consumer of biological products has specific consumer characteristics and increased ecological sensitivities. Marketing strategy must consider that the "average" and "seasonal" buyers (that is the biggest part of buyers) do not search diligently and systematically biological products. The philosophy of life adopted, the price of the products, the income of the consumers, the educational level and their age are considered the most significant factors defining demand of ecological products. Now-a-days the conventional trade gives its place to large hypermarkets. The small independent groceries are becoming scarcer in towns and villages. Biological products are distributed all kinds of sales such as traditional public markets (open markets), Healthy Food Stores, Specialist Shops, Farm Sales, Sales through orders and supermarkets. For the successful sales promotion of biological products, it needs to convince customers about the quality of biological products and the use of all forms of sales. The biological products have come to cover not only the usual needs (that are covered by conventional agriculture) but also a real, a fundamental need of consumers, the need for a healthy diet and way of life. This thinking makes us realize that from the viewpoint of the consumer, the biological products are in a stage of replacing the similar products of chemical agriculture. To continue, we will investigate the market of biological products and make proposals, which will offer effective solutions for the promotion of their sales. Without any doubt, biological products are a fact in the field of production as well as the market. Their market operates inadequately so to survive it is imperative to penetrate the market and to increase their portion of the market after effective organization. The attempt of all interested parties is biological products to be adopted in the population's everyday dietary habits, but also in the policy of the wholesale retail trade in order to work on improving the quality of our life. In general we should find the appropriate answers for the following questions ; What is marketing? , How are markets analysed? , What product can I sell where at what price? , Have my marketing measures been effective? Well before a product is ready for commercialization, biotechnology companies must develop a sound market strategy. Customers must recognize value from your product and they must be confident that it satisfies an unmet need The biotechnology industry includes a diverse array of products created within distinct sectors throughout this broad industry.  Chapter 1 Basic Concepts of Biological Products Marketing Features of Marketing Features of Management Bio Technology Biotechnology products Agricultural Bio Technology Environmental Bio Technology Need of Marketing in Biotechnology Scope of Bio-Marketing Need of Management in Biotechnology - Marketing-mix planning (4 P's) Product Place Price Promotion Biotechnology What is Agricultural Biotechnology? Considerations when Marketing a Biotechnological Crop? Market - Estimating Market Size Quantifies the financial potential of your business Helps you refine business model hypotheses:  Very small market size may not be worth pursuing  May be difficult to gain traction in a gigantic market Two measurements:  Money (usually USD)  Units  People  Consumption (e.g. washloads, room nights, kilowatt hours, etc.) MARKETING……. What is Marketing?   A simple marketing system (a collection of sellers) (a collection of buyers) The Goal of Marketing Roles of marketing Marketing Management Marketing Process  - Market analysis (STP) a) Segmentation segment individuals b) Targeting: Who are my customers? c) Positioning: What is my main selling point? Evaluation and control Understanding the Value Chain Thanks