unang17@yahoo.

com

AQUACULTURE PRODUCT

The aquaculturist can shift away

from
a strict production mentality
to
a market mentality,

Due to the uncertainty of yields and

prices, planning the marketing
strategy becomes very important.

Perbedaan penjualan dan pemasaran

Titik awal

Pabrik

Fokus

cara

Produk yg
sudah ada

Penjualan dan
Promosi

Akhir
Laba lewat
volume
penjualan

Konsep Ppenjualan

Target
Market

Kebutuhan
pelanggan

Pemasara
n terpadu

Konsep Pemasaran

Laba lewat
kepuasan
pelanggan

Information for market planning is

available through a variety of sources
including aquaculture industry
publications, other producers, industry
associations, agribusiness firms,
university researchers, government
agencies, Cooperative Extension
Service, processors, and buyers.

The market plan The location of the market

must address The competition
several critical The volume the market requires
points
When the market needs the product
When the harvest will be ready
The quality necessary to satisfy the market

The market requirements (size, form)

Product delivery and handling
The cost/price relationship.
The market plan should be reviewed and
revised often.

Bakul

pengolah

PRODUSEN
(PETANI IKAN,NELAYAN)

PENJUAL

Kegiatan/Fungsi PEMASARAN

KONSUMEN
PEMBELI

Beberapa
gerai pasar
yang tersedia
bagi
pembudidaya
ikan

Dijual ke pabrik pengolahan

Kontrak ke pabrik pengolahan untuk memproses produk yang
kemudian dijual oleh produsen
Mengoperasikan fasilitas pengolahan dan pemasaran sendiri

Penjualan ke toko-toko lokal - pasar ikan, pasar makanan, tokotoko khusus, restoran
Penjualan ke rantai outlet - restoran, supermarket
Penjualan kepada lembaga - pemerintah, pelayanan makanan
Penjualan untuk individu (langsung di kolam atau dikirimkan
untuk makanan, kolam tebar atau pemancingan)
Penjualan ke pasar petani

Catering
Penjualan melalui koperasi
Penjualan melalui broker seafood

Penjualan untuk ekspor

Faktor
utama yang
penting bagi
konsumen
produk
perikanan

Penampilan (Appearance)
Rasa (Flavor)
Kesegaran (Freshness)
Konsistensi Pasokan (Consistent supply)
Jaminan Kualitas (Quality guarantee)

Harga (Price)

What is
Marketing
Management

the art and science of

choosing target markets
and getting, keeping,
and growing customers
through creating,
delivering, and
communicating superior
customer value.

Markting mix
Target
Market

PRODUCT
Product
Variety
Quality
Design
Feature
Brand Name
Packaging
Size
Services
Waranties
Returns

PRICE

List price
Discounts
Allowances
Payment
period
Credit terms

Promotion

Sales Promotion
Advertising
Sales Force
Public relations
Direct marketing

Place

Channrls
Coverage
Assortments
Locations
Inventory
Transport