Mango Marketing

Review of literature

Topic: The Mango Production And Marketing System In Sindh Pakistan: Constraints And
Opportunities.

Author(s) : Khushk, A. M.

Abstract:

In 1995, interviews were completed with 120 producers, 20 contractors, 20 commission agents,
15 wholesalers, 20 retailers and 10 exporters to analyze the present production and marketing
system of mangoes in Sindh, Pakistan. With 8-9 t/ha, mango yields are quite low and markets
are not functioning efficiently. The following techniques were used to identify the main
production and marketing constraints: crop budgeting, gross margin calculation, investment
appraisal, deconstruction of the marketing margin, profitability analysis, price correlation
coefficients and market co-integration analysis, analysis of transaction costs and risk sharing of
market traders. More than 90% of the producers sold harvesting rights to contractors. The
producers' share of the retail price was 25%. The other shares were: contractors (43%),
commission agents (6%), wholesalers (5%) and retailers (21%). There is little integration among
regional markets in Pakistan. No strong evidence was found of collusion among agencies, with
prices at each stage normally set by supply and demand factors, while the spread of
information regarding quantity and price is rapid amongst all agencies other than producers. It
is concluded that the marketing system is sufficiently competitive to prevent market traders
from reaping excessive margins.
Topic: Integrating Postharvest, Marketing And Supply Chain Systems For Sustainable Industry
Development: The Pakistan Mango Industry As Work-In-Progress

Author(s): R. Collins, M. Iqbal

Abstract:

Although the Pakistan mango industry is large, its productivity is low, its systems are
underdeveloped and wasteful, its farmers are poor and its international reputation is weak. In
spite of these shortcomings, its main varieties have consumer potential because they are
smooth textured, sweet and aromatic. Capitalising on these positive attributes could provide a
means to sustainable industry improvement. A joint Australia-Pakistan research project to
address mango industry improvement began in 2006 and has received funding approval to
continue until 2014. This paper presents the conceptual model on which the project is based,
the main areas of activity that have been pursued over the last three harvest seasons, the
results, both positive and negative, and modifications that may be needed in future. The model
is based around the aim of delivering a better quality Pakistan mango to the consumer. To
achieve this aim, the project adopts a three pillar strategy focused on: (1) improving fruit
quality; (2) improving market knowledge; and (3) building better supply chains. Each of these
three pillars is supported by capacity building activities. Execution of the model is based on the
principle that there should be no barriers between postharvest science and technology, market
research and development, supply chain management, and capacity building. Results to date
include the uptake of fruit quality improvement practices by significant growers in the industry,
a small but encouraging impact on market performance domestically and in export markets,
five demonstration chains whose members have implemented the projects best practice
recommendations. Capacity building activities have provided hands-on training for scores of
market agents, wholesalers, exporters and retailers, and many hundreds of farmers and
contractors.
Topic: Mango marketing system in selected areas of Bangladesh

Author(S): MA Matin, MA Baset, QM Alam, MR Karim, MR Hasan

Abstract:

This study was carried out to identify the most efficient and suitable marketing channels of
mango in some selected areas of Bangladesh by using primary data collected randomly from 90
farmers and 55 traders. Out of 55 traders, 15 were Bairals, 15 were Beparis. 9 Aratdar (local), 6
Aratdar (urban), 10 Retailers (both local and urban). According to the volume of mango handled
and longevity or participation of the intermediaries in the channel, five major channels were
identified as dominant in the study areas. The channel Farmer Bairal- Bepari-Aratdar (Dhaka)-
Retailer (Dhaka)-Consumer ranked first. The results showed that channel V, Farmer-Retailer
Consumer, possesses the highest marketing efficiency followed by channel IV, III, and II. The
performance indicators revealed that the channel I and channel II were not relatively efficient
in the mango producing regions. Unstable price of mango was the first rank problem in the
study area. Establishment of mango processing plant in the intensive growing areas may be the
remedy of the problem, which will ensure fair prices for the farmer.

Topic: An analysis of mango production and marketing in Australia

Author(s): D.SchoorlJ.E.Holt

Abstract:

The management of production and marketing of short season, short shelf-life crops presents
some special difficulties due to the limited time the product can be marketed. This paper
analyses the mango industry in Australia as typical of crops with these characteristics. It
develops a methodology for the analysis of current and future production and marketing
potential.

The seasonal production from each mango-growing district can be described by a normal curve.
The timing and length of the season for each district is determined primarily by climate (heat
units). Based on these features, a production model is constructed which forecasts mango
outputs for all districts in tonnes per week with inputs of tree numbers, tree age and yield per
tree.

The three markets for mangoes are domestic fresh fruit, domestic processing and export.
Current fresh fruit throughputs and prices have been quantified for the main metropolitan
markets. For the Brisbane market, typical of others, a price-throughput-time model is
generated showing that the expected negative relationship between price and supply is
amplified as the season progresses. A substantially constant price range is superimposed on this
price-supply relationship, reflecting consumer assessments of quality. The markets for
processing and export are also explored.

The paper provides a valuable aid to decision making in the mango industry based on modelling
both production and marketing trends.

Topic: A Preliminary Analysis of the Marketing of Mango in Sindh Province, Pakistan

Author(S): Ali Muhammed Khushk and Laurence E. D. Smith

Abstract:

Fruits are an important sub-sector in the agricultural sector of Pakistan. This paper describes
the structure and operation of the marketing channels, and quantifies marketing margins of
producers and other market agencies. Survey results show that more than 90 percent of
producers sold harvesting rights to their orchards to contractors. The producers' share of the
retail price was calculated to be 25 percent. The other shares were 43 percent for contractors, 6
percent for commission agents, 5 percent for wholesalers, and 21 percent for retailers. Other
indicators reported here are net profit margins, duration and type of contract, method of
contract price determination, mode of payment, and conduct of auctions.
Topic: Determinants Of Mango Export From Pakistan

Author(S): Abdul Ghafoor, Khalid Mustafa, Iqbal Zafar and Khalid Mushtaq

Abstract:

Mango, Mangifera indica, is second important fruit crop in Pakistan after citrus. Pakistan stands
fourth in the list of mango producing and exporting countries. Although there exists a lot of
potential for mango exports from Pakistan but many factors hinder its development that mainly
include poor infrastructure, fluctuating production system, high and unpredictable marketing
cost, lack of compliance to international standardization, unfavorable government policies and
fruitfly infestation. The present study was conducted in the Faculty of Agricultural Economics
and Rural Sociology, University of Agriculture, Faisalabad during 2005-06. The objective was to
quantify the impact of those factors that affect mango export from Pakistan. Primary data were
collected through a survey of 40 mango exporters selected purposively from the list obtained
from Pakistan Horticulture Development and Export Board. The information collected from
these exporters was thus modeled using double log form of regression analysis. The results
showed that education of mango exporters, experience of mango exporters, average purchase
price, average marketing cost, average sale price and ISO certificate significantly affected
mango exports whereas government policies, fruitfly effect and hot water treatment were
found to be non-significant variables. The coefficient of determination was found to be 0.83
and F-value was also found to be significant. The findings suggested that an integrated and
holistic approach should be adopted in mango export policy by strengthening domestic base,
targeting high priced markets and diversifying mango exports through value addition.
Topic: Marketing System of Fruits, Margins and Export Potential in Pakistan

Author(s): Khalid Mahmood Aujla, Mazher Abbas, Khalid Mahmood and Shawana Saadullah

Abstract:

There are many constraints hindering the true potential of the countrys fruit production and
exports. This study was specifically designed to examine the trends in fruit production,
consumption and trade; describe existing fruit marketing system; identify constraints in fruit
marketing systems and promoting exports; and propose measures for improving and enhancing
their international competitiveness. Market information received by producers are always
partial and sketchy. Resource poor farmers under-invest in farming inputs like pesticides and
fertilizers that leads to lower yields and poor quality products. Advance sales are also a root
cause of financial constraints amongst farmers. Scarcity in storage and transportation
infrastructure resulted in 25-40 percent postharvest losses that shrinks supply and put pressure
on prices. The prevention of such losses would further improve exportable surplus and their
international competitiveness. Farmers just receive one-fourth of consumers price, whereas
lions share goes to other market traders. In order to lower the shares of middlemen in
consumers rupee, access to credit and market information, control over the output losses,
improvements in market infrastructure and cheaper availability of transport and packing
material is needed. Fruit markets are not perfectly competitive. There is a need to improve
efficiency and effectiveness to promote export of fruits. A product-specific market
development strategy needs to be initiated with the active participation from the production
and marketing systems.
Topic: Marketing Strategies For Exporting Mangoes And Mango Products From India

Author(s): G.M. Naidu, G.R. Naidu

Abstract:

India is the leading producer of mangoes accounting for more than 50 percent of mango
production worldwide. Mango gardens/orchards covered 1.6 million hectares and produced
over 10.8 million metric tons in 2004. Mango, the king of fruits is the most important fruit
produced in India. Indias full mango export potential has not been realized because less than 2
percent of its production is exported. Other major mango producing countries, like Mexico,
Brazil, and Pakistan, export much higher percentages of their production contributing to their
international trade. The majority of Indias mango gardens are owned by small farmers, and
some 72 percent of the farms are less than three hectares. For the majority of farmers in India,
mangoes are an important cash crop besides being a popular fruit. Indias mangoes are unique
in taste and aroma as they represent more than one thousand varieties, a diversity unmatched
by any other national production. It is estimated that nearly 15 percent of Indias mango
production is wasted due to lack of adequate infrastructure facilities. This manuscript examines
the weaknesses of Indias infrastructure and supply chain management and suggests viable
marketing strategies to penetrate European and North American markets where Indias
performance is anemic at best. By changes in orchard management, improvements in
infrastructure, use of advanced technologies, and meeting the food quality standards such as
ISO9001, HACCP, India has the potential to become the #1 exporter consistent with its #1 rank
in the production of mangoes.
Topic: A Whole Of Supply Chain Approach To Developing A New Market For Pakistan
Mangoes: The Case Of China

Author(s): X. Sun, R. Collins, A. Dunne, B. Bajwa, S. Mazhar, M. Iqbal

Abstracts:

The 2006 Free Trade Agreement between Pakistan and China, which in principle opened the
Chinese market to Pakistan mangoes, could be significant to the Pakistan mango industry, given
that China is the largest fruit consuming country in the world and Pakistan is among the worlds
top mango producers. It could increase Pakistan mango export volumes while at the same time
expose Chinese consumers to new mango cultivars. This paper reports on research into the
development of the Chinese market for Pakistan mangoes that has been carried out since 2006
under the Australia-Pakistan Agricultural Sector Linkages Program. This research has involved
consumer surveys and sensory evaluations, trial shipments and pilot scale supply chain
development. Results indicate that Pakistan mangoes have potential in the Chinese market.
They are particularly attractive to Chinese consumers because of their sweetness. However, the
development of this market will require commitment and cooperation from firms along the
whole chain i.e., farmers, contractors, exporters, importers, wholesalers and retailers. This has
yet to be achieved.
Topic: Varietal Differences In The Supply Chain Of Two Mango Varieties In South India

Author(s): M. Sudha, F. Kruijssen

Abstract:

India accounts for approximately 38% of the world mango production and is a natural home for
over 1,000 cultivars in this species. Among over 20 commercial cultivars, 'Totapuri' has the
largest share, accounting for half of the mango area in South India. Due to a specific demand for
each of these cultivars in both fresh and processed form, they support the livelihood of a
diverse range of actors along the market chain. This paper presents findings of a study assessing
the role of markets in maintaining varietal diversity of mango in Chittoor district of Andhra
Pradesh where a survey was conducted among mango growers and other market chain actors.
Chittoor district, part of an important mango belt, is home to over 50 mango pulp semi-
processors. An analysis is presented of production and marketing practices, price spread and
margins of actors in the value chain for fresh versus semi-processed mango cultivars of
'Neelam' and 'Totapuri', respectively.