NOTICE: Hard copies of the Australian New Crops Newsletter are available from the publisher, Dr Rob Fletcher. Details of availability are included in theAdvice on Publications Available.
Principal Marketing Specialist
Queensland Department of Primary Industries
Associate Lecturer in Marketing
Faculty of Business
The University of Southern Queensland
Department of Plant Production
The University of Queensland Gatton College
Primary producers in new crop industries ask the following key questions about their product:
A short course is being developed to assist primary producers and other interested parties in answering these questions.
The need for DOOR Marketing
Marketing research should be the first step in developing new crop industries.
While most people acknowledge its importance, there are difficulties in conducting an objective and analytical assessment of a new product's market potential.
There is a need to accurately quantify such things as the product's potential use(s), the target market, the potential prices, the distribution strategy, the market entry strategy and the manner in which a promotional plan would be organised.
It is difficult to measure future demand and price levels for a new product.
Developers of new products can often become emotionally attached to their 'offspring' and therefore can be unrealistic about the likely demand and price for the product.
Although there are extensive marketing theories available for new manufactured products, such products:
Such marketing theories frequently do not apply to new agricultural products, because new crop products:
There is a need to improve the marketing research for new crop industries to:
The DOOR-Marketing concept (Do our own marketing by using strategic training, education and research systems)
Research for new crop industries conducted by publicly-funded bodies in the past has often been of a general nature.
Dr Shankariah Chamala of the University of Queensland has developed the Participative Action Management model with which a common interest group can achieve research and development outcomes of mutual benefit.
Dr Mal Hunter, Horticulture Centre Co-ordinator, Redlands Research Station, Queensland Department of Primary Industries, Cleveland has used such a model to develop the Do Our Own Research (DOOR) program for the nursery industry (Australian New Crops Newsletter 4: 5).
DOOR-Marketing aims to apply the model to assist primary producers and other interested parties with pre-feasibility marketing research for new crop industries.
The development of this program is being undertaken by the Queensland Department of Primary Industries and the University of Queensland Gatton College with assistance from the University of Southern Queensland.
The framework of DOOR-marketing
DOOR-Marketing will be run initially as an action learning short course comprising a 2-day workshop with several weeks between each day of the course.
The workshop will have input from personnel from the Queensland Department of Primary Industries, The University of Southern Queensland and the University of Queensland Gatton College.
There are a number of primary producers on the development committee.
The framework will include:
For further information contact:
Queensland Department of Primary Industries
GPO Box 46
Brisbane Qld 4001 Australia
Telephone: (07) 3239 3251
Facsimile: (07) 3239 0439
International fax: 61 7 3239 0439
Any claims made by authors in the Australian New Crops Newsletter are presented by the Editors in good faith. Readers would be wise to critically examine the circumstances associated with any claims to determine the applicability of such claims to their specific set of circumstances. This material can be reproduced, with the provision that the source and the author (or editors, if applicable) are acknowledged and the use is for information or educational purposes. Contact with the original author is probably wise since the material may require updating or amendment if used in other publications. Material sourced from the Australian New Crops Newsletter cannot be used out of context or for commercial purposes not related to its original purpose in the newsletter
Contact: Dr Rob Fletcher, School of Land and Food, The University of Queensland Gatton College, 4345; Telephone: 07 5460 1311 or 07 5460 1301; Facsimile: 07 5460 1112; International facsimile: 61 7 5460 1112; Email:firstname.lastname@example.org
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originally created by:GK; latest update 6 June 1999 by: RF