Staff View: MARDI’s use of 4P marketing mix strategy for rare fruits planting material

MARDI’s use of 4P marketing mix strategy for rare fruits planting material

Planting materials of rare fruits have a unique market which is also known as a niche market. The lack of consumer comprehension about the nutritional value of rare fruits is one of the factors contributing to low consumer demand. Promotion is a very important activity to ensure a developed product...

Full description

Saved in:

Bibliographic Details
Main Authors:	Mohd Norfaizal Ghazalli, Mohd Shukri Mat Ali @ Ibrahim, Khadijah Awang, Faizah Salvana Abd Rahman, Ariff Merican Din Merican
Format:	Journal Contribution
Language:	English
Published:	2022
Subjects:	Fruit trees Planting stock Seedlings Marketing Marketing strategy Marketing techniques Market promotion Prices
Online Access:	http://agris.upm.edu.my:8080/dspace/handle/0/21797
Tags:	Add Tag No Tags, Be the first to tag this record!

id	oai:http:--agris.upm.edu.my:0-21797
record_format	dspace
spelling	oai:http:--agris.upm.edu.my:0-21797MARDI’s use of 4P marketing mix strategy for rare fruits planting materialMohd Norfaizal GhazalliMohd Shukri Mat Ali @ IbrahimKhadijah AwangFaizah Salvana Abd RahmanAriff Merican Din MericanFruit treesPlanting stockSeedlingsMarketingMarketing strategyMarketing techniquesMarket promotionPricesPlanting materials of rare fruits have a unique market which is also known as a niche market. The lack of consumer comprehension about the nutritional value of rare fruits is one of the factors contributing to low consumer demand. Promotion is a very important activity to ensure a developed product reaches its target audience. Therefore, MARDI through the Gene Bank and Seed Centre have used several promotional methods to increase consumer awareness and thus increasing demand for rare fruit planting materials. This study is conducted to survey marketing strategies based on the 4Ps strategy, namely, Product, Price, Place and Promotion. MARDI’s planting materials effectively practiced the 4P marketing mix strategy. The sale of rare fruit plants from 2012 to 2016 increased twice its base value generated from sales in events and sales at MARDI’s Gene Bank and Seed Centre. Promotion is done through major agriculture exhibitions including Hari Peladang, Penternak dan Nelayan Kebangsaan, Malaysian Agriculture, Horticulture and Agrotourism Show (MAHA) and state carnivals. However, the marketing strategies need to be improved to satisfy the needs of consumers and to compete with other nurseries.2022-11-10T07:57:15Z2022-11-10T07:57:15Z2019Journal ContributionArticleNon-RefereedEconomic and Technology Management Review (Malaysia), 14, p. 89-951823-8149http://agris.upm.edu.my:8080/dspace/handle/0/21797MY2022051504enhttp://etmr.mardi.gov.my/Content/ETMR%20Vol.14(2019)/Faizah%20Salvana%20A.R_.pdfMalaysiahttp://www.oceandocs.org/license
institution	AGRIS
collection	AGRIS
language	English
topic	Fruit trees Planting stock Seedlings Marketing Marketing strategy Marketing techniques Market promotion Prices
spellingShingle	Fruit trees Planting stock Seedlings Marketing Marketing strategy Marketing techniques Market promotion Prices Mohd Norfaizal Ghazalli Mohd Shukri Mat Ali @ Ibrahim Khadijah Awang Faizah Salvana Abd Rahman Ariff Merican Din Merican MARDI’s use of 4P marketing mix strategy for rare fruits planting material
description	Planting materials of rare fruits have a unique market which is also known as a niche market. The lack of consumer comprehension about the nutritional value of rare fruits is one of the factors contributing to low consumer demand. Promotion is a very important activity to ensure a developed product reaches its target audience. Therefore, MARDI through the Gene Bank and Seed Centre have used several promotional methods to increase consumer awareness and thus increasing demand for rare fruit planting materials. This study is conducted to survey marketing strategies based on the 4Ps strategy, namely, Product, Price, Place and Promotion. MARDI’s planting materials effectively practiced the 4P marketing mix strategy. The sale of rare fruit plants from 2012 to 2016 increased twice its base value generated from sales in events and sales at MARDI’s Gene Bank and Seed Centre. Promotion is done through major agriculture exhibitions including Hari Peladang, Penternak dan Nelayan Kebangsaan, Malaysian Agriculture, Horticulture and Agrotourism Show (MAHA) and state carnivals. However, the marketing strategies need to be improved to satisfy the needs of consumers and to compete with other nurseries.
format	Journal Contribution
author	Mohd Norfaizal Ghazalli Mohd Shukri Mat Ali @ Ibrahim Khadijah Awang Faizah Salvana Abd Rahman Ariff Merican Din Merican
author_facet	Mohd Norfaizal Ghazalli Mohd Shukri Mat Ali @ Ibrahim Khadijah Awang Faizah Salvana Abd Rahman Ariff Merican Din Merican
author_sort	Mohd Norfaizal Ghazalli
title	MARDI’s use of 4P marketing mix strategy for rare fruits planting material
title_short	MARDI’s use of 4P marketing mix strategy for rare fruits planting material
title_full	MARDI’s use of 4P marketing mix strategy for rare fruits planting material
title_fullStr	MARDI’s use of 4P marketing mix strategy for rare fruits planting material
title_full_unstemmed	MARDI’s use of 4P marketing mix strategy for rare fruits planting material
title_sort	mardi’s use of 4p marketing mix strategy for rare fruits planting material
publishDate	2022
url	http://agris.upm.edu.my:8080/dspace/handle/0/21797
_version_	1819285723747975168
score	13.4562235

MARDI’s use of 4P marketing mix strategy for rare fruits planting material

Similar Items