Chapter_5 Lecture.pptx Agricultural Marketing Extension

Agricultural Marketing Extension

1. Chapter Five Public Private Linkages in Market Led Extension March 5, 2022 1 5.1 Why partnership in Marketing Led Extension? 5.2 The role of private sector for marketing extension

2. What is public private linkages? March 5, 2022 2 Involve collaboration between a government agency and a private-sector company that can use projects such as public transport networks, parks, and convention centers to finance, build, and operate. A public-private partnership can expedite a project's completion, or make such a project a possibility to begin with. Public-private partnerships (PPPs) often involve the concession of a portion of the revenue from a public service to a private entity. Increase the financial and managerial skills of extension experts at field level.

3. Why privatization of agricultural extension? March 5, 2022 3 Less efficiency and low quality of public extension services, Lack of correspondence and coordination between training modules and clientle’s needs, Organizational and managerial limitations, Less capability of managers in decision-making, Increasing subsidies, and Moving the qualified staff from public extension services

4. Public-private Linkages March 5, 2022 4 .

5. Elements of Market-led Extension March 5, 2022 5 Need based Demand driven Emphasis on efficiency Client oriented Aims at high return to farmers

6. Public Private Linkages in Market Led Extension March 5, 2022 6 Market led Extension is the market ward orientation of agriculture through extension includes agriculture & economics is the perfect blend for reaching at the door steps of farming community with the help of appropriate technology ( Kaleel , 2007) Identification of customer needs and wants before offering a service

7. Public Private Linkages in Market Led Extension March 5, 2022 7 Aspects P-L-E M-L-E 1.Purpose TOT Optimum return out of investment 2.Expected results Adoption of POP High returns to investment 3.Farmer viewed Producer Agribusiness /Entrepreneur 4.Focus Seed-to -seed Birr to Birr 5.Linkages R-E-F R-E-F extended by market linkages 6.Importance of maintain record Not important Important

8. 5.1 Why Partnership in Marketing Led Extension? March 5, 2022 8 Conversion of Agriculture sector into profit oriented business Strengthening R-E-F linkages – between various departments at various levels. Strengthening market linkages to farmers – IT application in Agricultural marketing. Wider use of electronic mass media for Agricultural Extension.

9. Roles of Agricultural Extension Personnel in Market-led Extension March 5, 2022 9 SWOT analysis of the market Organization of Farmers’ Interest Groups (FIGs) Enhancing the interactive and communication skills of the farmers Establishing marketing and agro -processing linkages A dvice on product planning Educating the farming community D irect marketing Acquiring complete market intelligence Publication of agricultural market information P roduction of video films of success stories

10. Challenges To Market-led Extension March 5, 2022 10  Gigantic size of extension system  Information technology  Diverse conditions  Market intelligence  Reforms in agricultural extension system

11. Function o f MLE for Converting Agriculture Sector Into Profit Oriented Business March 5, 2022 11 Market intelligence Financing Facilitating Functions:  Grading  Standardization  Processing  Storage of farm produce

12. Market Intelligence March 5, 2022 12 The process of collecting, interpreting, and disseminating information relevant to marketing decisions is known as market intelligence. Why we need MI in agriculture  Reduce the level of risk in decision-making  Seller finds out what the customer needs and wants  What products are right for the market  What will be the price

13. Need of IT Application in Extension March 5, 2022 13 farmers access to extension information. A ccess through media (Radio and TV). Lack of information hinders transfer of technology. Ethiopian farmers need to reached by extension service providers.

14. Role of Extension Personnel in Light of MLE March 5, 2022 14 Doing SWOT analysis. Organization of Farmer Interest Group(FIG). Enhancing the Capabilities of local established groups. Enhancing the communication skills of farmers. Establishing market linkages between farmers groups, markets and processors.

15. ……Role of Extension Personnel in Light of MLE March 5, 2022 15 Helping in production and marketing plan. Educating farmers to establish agriculture as enterprise Educating farmers about direct marketing Capacity building of FIGs Expose the farmers to acquire complete market intelligence.

16. Dimensions of Market-led Extension March 5, 2022 16 Marketing mix Marketing plan Market oriented production Market Intelligence Use of Technology

17. Marketing Extension Techniques March 5, 2022 17 Market Oriented Production: Production is based on demand for particular Quality, Variety, season and packaging Working with farmers groups: Group of farmers can be very successful in marketing, if managed efficiently Using market information: This includes official, unofficial and informal sources of information which can help farmers Improved communication in marketing channel- Well and effective communication link of marketing chain- facilitates efficient marketing

18. 5.2 The Role Of Private Sector For Marketing Extension March 5, 2022 18 Facilitate marketing function Improve market efficiency fills the gap of public sector Increase productivity