Marketing strategies in the area of seeds

ABSTRACT:

The marketing in the seeds is a promising tool for increasing the utilization of certified seed. The objective of the present study was to analyze seed marketing as a tool to promote the use of certified seed. It is noteworthy that non-payment of royalties by buying clandestine seeds undercapitalizes seed industry and reduces investment in new technologies and cultivars by public and private sectors, thereby decreasing the likelihood of success of farmers for the use of outdated technology. In general, the use of marketing in the seeds is an important tool used by seed companies in order to outperform the competition and meet market demands and consequently promote increased utilization of certified seeds by farmers.

KEYWORDS:
seed certification; strategic planning; farmers; royalties; market seed