3. WHAT IS MARKETING
Marketing refers to the activities of a company associated with buying and
selling a product or service.
It includes selling and delivering products to people.
Marketing is based on thinking about the business in terms of customer
need and satisfaction.
Therefore,to make fish available to consumer at a right time and in right
place requires an effective marketing system.
4. MARKETING CHAIN
The marketing chain for fish is similar to that for other agricultural
commodities
Fish farmer donot sell fish directly to consumers in the market
It involves intermediaries from producer to consumer.
Wholesalers
Retailers
Agents for processing plants and exporters
5.
6.
7. FISH MARKETING CHANNELS
Domestic markets and distribution of fish are dominated by a large
number of intermediaries.
All fish traded internally and for export pass through private channels and
involve four levels
PRIMARY MARKETS
SECONDARY MARKETS
HIGHER SECONDARY MARKETS
CITY OR TERMINAL MARKETS
8. CONT…..
PRIMARY MARKETS
Markets located in villages,district headquarters, or at a cross roads are
considered primary market.
These are usually areas where fish are caught
Fishermen bring a variety of fishes to the primary market
And these markets open mostly in morning hours
9. CONT….
SECONDARY MARKET
The Beparies take the fish brought from fishermen to the nearest riverport
markets by road,river or rail to sell to wholesalers.
Through these secondary markets the distribution of fish moves through
different channels to urban markets.
HIGHER SECONDARY MARKETS
From secondary markets beparies bring fish to higher secondary
markets
serving large areas of consumers.
These markets may consist of one or more wholesale markets
centers
10. CONT….
CITY OR TERMINAL MARKETS
Retailers buy fish from wholesailing centers of higher secondary markets.
They sell fish directly to consumer either through fixed stalls or by vending
from rickshaws
At each market level,wholesalers and retailers may be supplying fish to
local consumers.
11.
12. FACTORS AFFECTING CHOICE OF MARKETING CHANNEL
Distance to the market
Number of ponds
Access to extension services
Marketing cost
Membership to a group
Volume of sale
13. CONT…..
Distance to the market
Distance to market negatively influenced the likelihood that a farmer will
choose direct sales to retailers relative to neighbours.Farmers who are
close to the market places preffered to sell their fish directly to market
places.
Number of ponds
Number of fish ponds owned positively influenced farmers to sell to
retailers.Owing many ponds could translate to harvesting more fish.This
could encourage the farmers to sell to retailer who buy fish in bulk
14. CONT….
Access to extension services
The traders channel buys larger quantity and good quality fish.Only
farmers who had gone through training and access extension services
were able to attain these quality requirements and information about
traders from within and outside the country.
Membership to a group
Membership to a fish maketing group was associated with increased
likelihood of a farmer selling to traders channel as opposed to the
neighbour’s channel.Being a member of a marketing group increase the
probability of farmer selling to traders
15. CONT…
Volume of sale
The quantity sold positively influenced a farmer to sell his fish to traders
relative to neighbour.This is because traders bought in larger quantity.
16. FISH PRODUCTION AND MARKETING CHALENGES
Smallholder farmers find it difficult to participate in markets.
Fish is highly perishable product, a factor that has been used by
middlemen to exploit fishermen by forcing them to sell their catch at low
prices
Post harvest loses have eventually resulted in farmers receiving very low
prices for their produce while at the other end the consumers are
compelled to pay a highly inflated prices
17. CONT……
Inadequate market channels and poor information regarding price are
among the factors affecting commercialization of direct market.
18. MARKETING PROBLEMS
Poor physical facilities
Landing centers
Wholesale and retail markets
Lack of preservation
Price changes
Lack of market information
Shortage of capital
19. HOW TO IMPROVE MARKETING
Building of roads is necessary near inland areas to imrprove market access.
Instructions on improved methods of handling and curing fish.
Motorised collector boats
Mini ice plants and precessing facilities
Building of modern landing facilities
Training and extention.
20. MARKETING IN PAKISTAN
Pakistan has a domestic and an international market for fish,shrimps and fish
products.At domestic level the catch from fresh water fisheries is supplied to the
local markets.
On the international level Pakistan has a market for fish products,about 30% of the
total fish catch is exported to 30 countries of the world,Japan is our main market.
About 80% of total fish catch of Mekran coast is dried for export to the Middle
east.
Pakistan earns more then 6% of its foreign exchange by exporting fish.
21. FISH MARKETS IN PAKISTAN
Most of the fish markets are located in Sindh and selected location of
Punjab
All these markets are under the control of local administrations .
Local consumers generally prefer freshwater fish over marine fish because
of their familiarity with river and inland farmed fish
PUNJAB
Lahore Fish market is considered the largest market of freshwater fish in
Pakistan.
Freshwater fish is supplied in Lahore through farms located in Dera Ghazi
khan,Multan,Muzaffargarh,Kot adhu and Mandi Bahauddin.
22.
23.
24.
25. TYPES OF FRESH WATER FISH
Manaseer
Rahu
Palla
Trout
Thalla
Grass and silver(bred Chinese species)