Page 47 - Agriculture Form Two

Agriculture for Secondary Schools

(f) Marketing: Understanding market aspects can help banana stakeholders
benefit from opportunities in the banana production industry. Some of
these marketing aspects are as follows:

(i) Branding and packaging: Develop a strong brand and use durable
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packaging that attract buyers.
(ii) Market segmentation: Identify and target different market segments,
that is local market such as rural/urban markets, restaurants, and
supermarkets; and export markets. It is important to plan and design
an approach to meet the specific needs of each segment. Moreover,
sanitary and phytosanitary standards and measures for the crop
produce must be taken into consideration especially when targeting
export markets.

(iii) Quality assurance: Because different markets have different quality
standards, it is advisable to implement proper post-harvest handling
practices, such as cleaning, sorting, and packaging.
(iv) Partnerships: Partner with local retailers, supermarkets, and
restaurants to supply them with bananas. Establishing long-term
contracts can ensure a steady demand.
(v) Promotions and discounts: To attract more customers, run promotions,
offer discounts, or create bundles. For example, offer a discount on
bulk purchases or during special events.

(vi) Value-added products: Diversify your product range by offering
value-added banana products such as banana chips, dried bananas,
or banana-based snacks and desserts to capture more customers.
(vii) Customer engagement: Engage with customers through social media.
Post banana images on your page, including details such as location
and selling price, newsletters, and in-store events. Share recipes,
health benefits of bananas, and updates about your farm or business.
(viii) Seasonal strategies: Capitalise on the peak banana seasons with
targeted marketing campaigns and ensure consistent supply
throughout the year to maintain customer trust.

(ix) Export opportunities: It is recommended that export markets be
explored and that export regulations be complied with, to reach a
large.

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04/10/2024 18:07
Agriculture form 2.indd 39 04/10/2024 18:07
Agriculture form 2.indd 39