This document discusses agricultural marketing in Pakistan. It provides definitions of marketing and outlines the current status of agricultural marketing in the country. Farmers currently sell their produce through several methods: directly to traders and shopkeepers in villages below market price; in local markets; and through cooperative marketing, though cooperatives have largely failed. The document also discusses the essentials of marketing, the role of cooperatives, problems in agricultural marketing like weak finances and middlemen, and potential solutions. It covers topics like marketing risks, marketing plans, and the emergence of market-led extension approaches in India and elsewhere.

2. Marketing of
Agriculture Produce
In
Pakistan
By
Mr Allah Dad Khan

3. What is Marketing
1.Marketing is the activity, set of institutions, and processes for
creating,communicating, delivering, and exchanging offerings that have
value for customers, clients, partners, and society at large.
2. Marketing is the social process by which individuals and organizations
obtain what they need and want through creating and exchanging value
with others.
3. The all-embracing function that links the business with customer needs
and wants in order to get the right product to the right place at the right
time”
4. Marketing may be defined as a set of human activities directed at
facilitating and consummating exchanges”

4. B. SALE IN VILLAGES: The growers sell their product more than 50% to the
traders and the shop keepers sitting within the villages at below than
market price
C. SALE IN MARKETS: Some farmers sell their products in the markets located
in the vicinity of village
D. COOPERATIVE MARKETING: The fourth is the cooperative marketing. Since
this system has totally been failed in Pakistan therefore farmers sell to
the individual traders or commission agents
PRESENT STATUS OF AGRICULTURAL MARKETING The ways that are used
in selling surplus agricultural products include:
A. SALE IN 'MANDIS': Using this method, farmers sell their surplus product
to the commission agents and wholesalers at competitive price.

5. Essential of Marketing MIX

21. Agricultural Marketing is an adjunct to agricultural production. The production
function is complete when marketing is so arranged that the producer is assured
of a fair return for the investment made. Unless the farmers get remunerative
prices, there is no incentive to go for increased production.
The role of the regulated market in agricultural marketing also needs further
strengthening by bringing more commodities under regulation specially fruits
and vegetables and market yards equipped with better and modern
infrastructural facilities like packing units, ripening chambers, electronic scales
and balances, Weight bridge, electronic display boards to display current market
prices, Linkage with national markets etc.
Agricultural marketing covers the services involved in moving
an agricultural product from thefarm to theconsumer. Numerous
interconnected activities are involved in doing this, such as planning
production, growing and harvesting, grading, packing, transport, storage,
agro- and food processing, distribution, advertising and sale

22. ROLE OF COOPERATIVE MARKETING IN AGRICULTURAL PRODUCE
1. What is cooperative sale societies or cooperative marketing?
2. Objectives of Co-operative Marketing:
3. Pattern of Co-operative Marketing in Pakistan.
Problem of Co-operative Marketing in Pakistan:
(1) Economic Problems:
a. Scale
b. Finance
c. Management
(2) Technical problems
a. Business character
b. Decision making
c. Lack of storage
d. No outright price
(3) Sociological problems

23. 1. Agrioculture advisory services and market
2. Market infrastructure
3. Market information
4. Marketing training
5. Enabling environment
6. Recent development
Agricultural marketing development

24. Problems in Agriculture marketing
1. Weak Staying Power Low margins, seasonality and high perishability being the
distinct features of this industry the access to seed capital and working capital is not easy.
2. Lack of competitiveness
3. Undue and excessive role of middlemen
4. Lacking the benefits of of season prices
5. Lack of product standardization,
6. Lack of market regulation and regulated markets
7. Lack of credit facilities , impediment in the flow of credit
8. Lack of transportation and communication
9. Lack of storage and low demand of processed food
10. Inefficient marketing system, lack of market knowledge
11. Predominance of middle man
12. Lack of uniform weigh and measurement
13. Monopoly
14. Post Harvest losses
15. Forced sale

25. Solution to problems
1.Trainings of the farmers about marketing of their produce.
2. Access to inputs should be made possible to maximize mechanization.
3. Agro-processing technologies should be introduced which help farmers to get
maximum production and hence more benefit.
4. Marketing information system should be efficient and fair to all farmers.
5. Credit programs should be farmer friendly and easily accessible.
6. Marketing linkages should be strong between market functionaries and
farmer community.
7. Holistic approach: a combination of all possible approaches should be applied
to maximize profit at the farmer level.

26. Types of Risk Most Important to Producers
1. Sources of risk farming
2. Production or yield risk
3. Price or market risk
4. Institutional risk
5. Human or personal risks
6. Asset risks
7. Financial risk
8. Survey results
9. What can we do?

27. Marketing Plan
• The general structure of a marketing plan includes an executive
summary, a situational analysis, a SWOT analysis, goals, marketing
strategy and a method for evaluating progress.
• The executive summary entails a brief overview of the contents of
the marketing plan, while the situational analysis breaks down the
market and clearly describes your company's place within it. A
SWOT analysis will define your business's strengths, weaknesses,
opportunities and threats. Goals outline the clear, measurable
objectives you would like to achieve in the time frame given. The
marketing strategy describes the tactics you plan to use to fulfill
your marketing goals, and the evaluation details how you will
measure success.
•

28. Market Led
Extension

29. Emergence of Market-led Extension
• The perceived lack of success of public agricultural extension systems
has given birth to
• market-driven approach in India and elsewhere
• Different models involving both private-sector firms and civil society
organizations (CSOs)
• to provide basic extension services
• To shift more of the cost of extension services to the farmers themselves
• Markets, not technology, have become the primary driver for
agricultural development
• in many countries- more attention is now being given to the concept of
agricultural
• innovation systems (AISs)
• Most AISs are market-driven
• Role of Extension experts to identify new innovatio

30. Market Led Extension

31. .