Seed marketing

Table of contents

by G. Mumby


The designations employed and the presentation of material in this publication do not imply the expression of any opinion whatsoever on the part of the Food and Agriculture Organization of the United Nations concerning the legal status of any country, territory, city or area or of its authorities, or concerning the delimitation of its frontiers or boundaries.

The use in this publication of photographs of packaging, catalogues and advertisements is solely for the purpose of illustrating the points made in the text and does not necessarily imply endorsement by FAO of the products shown.

ISBN 92-5-103598-9

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FAO 1994



Chapter 1 - Introduction

A definition of seed marketing
Marketing activities
The marketing mix

Chapter 2 - Approaches to seed marketing

The purpose of seed marketing
Towards developing plant varieties
Government seed policy
Approaches to seed marketing
Types of seed production and distribution organizations government departments

Chapter 3 - Understanding the market

Researching the market
Marketing information
Sources of information
Gathering information
Market segmentation

Chapter 4 - Forecasting demand

The factors which affect demand
Demand forecasting techniques
Growth trends used in a commercial context

Chapter 5 - Supplying the market

Seed as a product
The seed product portfolio
Seed portfolio analysis
Product life cycle
Managing the life cycle
Developing a product marketing plan

Chapter 6 - Seed pricing and costing

The importance of price
The cost of seed
Pricing policy
Pricing strategies
Pricing techniques
Distributors' margins
Price lists, terms and conditions of sale price lists

Chapter 7 - The management of distribution

Seed distribution systems
Seed storage and transport
Management of distribution and sales
Selection of dealers

Chapter 8 - Promotion, advertising, extension, demonstration

The promotional campaign
Sales promotion
Personal selling
Public relations (PR)
Seed extension and demonstration
The promotional budget

Chapter 9 - The marketing plan

The operational marketing plan
Strategic planning
Planning procedure and timetable
Monitoring performance

FAO technical papers