Developing Promotional Strategies for Horticultural Products Essay

INTRODUCTION.The horticulture sub-sector of agriculture in Kenya has grown in the last decade to become a major foreign deputize earner, employer and contributor to food conducts in the country. Currently the horticulture industry is the fastest growing agricultural subsector in the country and is ranked third in ground of foreign exchange earnings from exports after tourism and tea. Fruits, vegetable and cut flower production are the main aspects of horticultural production in Kenya. In this write up, the horticultural products I pass on focus on are coriander, courgettes, cabbage, kales, spinach, indigenous vegetables like terere and managu, ginger, garlic, tomatoes and onions. These products will be directly sourced from my farm in Kitengela. assignment OF THE INNATE ANS ACQUIRED NEEDSAccording to Boyd (2010) humans become motivated when a need is aroused that they have a desire to satisfy. These needs bottom be physiological also known as essential e.g need for food, water, sex and cloths or they could be acquired needs which are learnt in response to an respective(prenominal)s culture or surroundings e.g need for affection, self esteem or prestige. The above menti aned horticultural products are food products that satisfy needs in the first level of Maslows hierarchy of needs i.e the physiological needs. Moreover, through the right packaging and promotion of these products, the acquired needs will be satisfied.THE PROMOTIONAL STRATEGIES found 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 research 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. progression involves making sure that customers are aware of the products that the organization makes available to them. Th e objective of my promotional strategy is to provide information about my products, increase demand for these products and to oppose the product. I will design different advertising messages to be placed in certain magazines like healthy eating magazines as well as Saturday Nation newspaper magazine and television 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 word of communicate advertising 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 s atisfied with the packaging thus meeting both their innate and acquired needs. According to Stern and Adel (1988), word-of-mouth 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 period they make a recommendation. In the utilization of word 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 potential 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 market in this case. I will hire a tele-marketing researcher who will make follow up calls to clients who purchase my products to get their feedback on areas that I need to improve on as the researcher identifies their unspoken needs as well as their spoken needs.REFERENC ESBoyd, J.C (2010). Consumer Psychology. EnglandOpen University Press. Stern .L. W. & Adel I. E.(1988) Marketing Channels. Englewood Cliffs, N. J. Prentice sign of the zodiac Inc.Wu, J. M ( 2012) Consumer Perception of quality for horticultural products and related agricultural practices. OntarioGuelph.