MARDIs use of 4P marketing mix strategy for rare fruits planting material

Mohd Norfaizal Ghazalli, . and Mohd Shukri Mat Ali @ Ibrahim, . and Khadijah Awang, . and Faizah Salvana Abd Rahman, . and Ariff Merican Din Merican, . MARDIs use of 4P marketing mix strategy for rare fruits planting material. pp. 89-95. ISSN 1823-8149

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. MARDIs 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 MARDIs 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.

Full text available from: Official URL: http://etmr.mardi.gov.my/Content/ETMR%20Vol.14(201...

Abstract

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. MARDIs 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 MARDIs 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.

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Item Type:	Article
AGROVOC Term:	Fruit trees
AGROVOC Term:	Planting stock
AGROVOC Term:	Seedlings
AGROVOC Term:	Marketing
AGROVOC Term:	Marketing strategy
AGROVOC Term:	Marketing techniques
AGROVOC Term:	Market promotion
AGROVOC Term:	Prices
Depositing User:	Mr. AFANDI ABDUL MALEK
Last Modified:	24 Apr 2025 00:55
URI:	http://webagris.upm.edu.my/id/eprint/9577

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