Officials of WTC Goa invited by GIPARD

The officials of World Trade Center Goa were invited by the Goa Institute of Public Administration and Rural Development,(GIPARD), to conduct and deliver a session on "Marketing Strategies for Inclusive Value Chains, as part of their 5 Days training programme on Developing Inclusive Value Chains and Marketing Strategies for Sustainable Rural Livelihoods.

The session was conducted by Mr. Cyril Desouza, Assistant Director - Trade Promotion, World Trade Center Goa on 25th September 2019 at Old Goa.

Mr. Cyril Desouza, began the session by explaining the meaning of each of the terms, namely : Marketing, Strategy, Inclusive Value and Value Chains.

Then through the prism of Michael Porter's Value Chain analysis, Mr. Desouza apprised the participants on the Five Primary activities and the four Supporting activities that have a great influence on the margins that can be expected to accrue through the best possible management of the 9 activities as propounded by this theory.

Mr. Porter's Value Chain Model was then explained by adapting this model to the rural economies and how for example farm output could be increased by adding value at each stage of farming activity, from sourcing the inputs, implementing better farming technology, getting produce quickly to the market place, packing and advertising and delivering farm produce to the end consumers at the right time would help add value to each segment of the Value chain, such that each segment works in a cohesive and collaborative effort to insure that each segment of the value chain benefits from their combined activity.

Mr. Desouza further explained that for any value chain to succeed and bring benefits for all the stake holders then effective marketing strategies are of paramount importance.

In order to explain the Strategies to be adopted Mr. Cyril Desouza based his explanation on Strategies on two categories, namely a) which could be implemented with minimum or no cost and b) those that could be implemented by entailing significant costs.

Among the strategies suggested in the first category were Playing as a team, building trust, understanding consumer insights, the ability to change consumer perspectives and creating an enabling environment. Under the second category the following strategies were suggested like using digital technology, importance of branding and a constant zeal for developing a market system.

Mr. Desouza wrapped up his presentation by putting forth to the participants should make a careful study of what the consumers exactly want , pay special attention to what they consume and be on the lookout for potential exports.

Seen in the Picture : Mr. Cyril Desouza, Assistant Director - Trade Promotion, Making his presentation.