Developing Promotional Strategies for Horticultural Products Essay

INTRODUCTION.The horticulture sub-sector of agriculture in Kenya has grown in the eventually decade to become a major foreign exchange earner, employer and subscriber to pabulum postulate in the country. Currently the horticulture industry is the fastest outgrowth uncouth subsector in the country and is ranked third in foothold of foreign exchange earnings from exports after tourism and tea. Fruits, vegetable and running flower production are the main aspects of horticultural production in Kenya. In this write up, the horticultural products I forget focus on are coriander, courgettes, cabbage, kales, spinach, indigenous vegetables like terere and managu, ginger, garlic, tomatoes and onions. These products exit be directly sourced from my maturate in Kitengela.IDENTIFICATION OF THE INNATE ANS ACQUIRED NEEDSAccording to Boyd (2010) human being become motivated when a need is aro white plagued that they have a desire to satisfy. These needs can be physiological also know as innate e.g need for food, water, sex and cloths or they could be acquired needs which are learnt in response to an individuals culture or surroundings e.g need for affection, self esteem or prestige. The above mentioned horticultural products are food products that satisfy needs in the first take aim of Maslows hierarchy of needs i.e the physiological needs. Moreover, through the right publicity and promotional material of these products, the acquired needs will be satisfied.THE PROMOTIONAL STRATEGIES BASED ON THESE NEEDSOrganizations use promotion to communicate with customers about products they offer because promotion is one half of the communication process with customers. It works co-operatively with market query in an iterative feedback loop so that the constantly changing requirements of users are met by promotional activities that target or even anticipate these expressed needs. Promotion involves making sure that customers are aware of the products that the organizatio n makes for sale to them. The objective of my promotional strategy is to provide information about my products, augment demand for these products and to differentiate the product. I will design different publicize messages to be placed in certain magazines like healthy take magazines as soundly as Saturday Nation newspaper magazine and telly advertisment. Moreover, through the social media i.e twitter and face book I will advertise my products. These adverts will focus on the benefits that clients will get on consumption of my products.The advert will be designed in such a way that it brings out the different innate and acquired needs that will be met. People have to eat and eat good food that is well presented, I will therefore, do news program of mouth advertize and attend networking forums for horticultural products e.g the annual horticultural exhibitions says Wu (2012). As I display my products, I will ensure they are well packaged in clean, labeled packages so that as my purchase my products they are satisfied with the advancement thus meeting both their innate and acquired needs. According to Stern and Adel (1988), disputation is one of the most credible forms of advertising because people who dont stand to gain personally by promoting something put their reputations on the line every time they make a recommendation. In the utilization of articulate of mouth advertising, I will incorporate brand advocates in this word of mouth ad.I will use personal selling as well. This will be one to one communication with a authority buyer. In this case the potential buyers I will focus on for personal selling are the restaurants, schools, hospitals and hotels. I will therefore, employ the use of sales men and use experiential marketing in this case. I will hire a tele-marketing researcher who will make review up calls to clients who purchase my products to get their feedback on areas that I need to modify on as the researcher identifies their unspoke n needs as well as their spoken needs.REFERENCESBoyd, J.C (2010). Consumer Psychology. EnglandOpen University Press. Stern .L. W. & Adel I. E.(1988) Marketing Channels. Englewood Cliffs, N. J. learner Hall Inc.Wu, J. M ( 2012) Consumer Perception of quality for horticultural products and related agricultural practices. OntarioGuelph.