Mango

MANGO MARKETING STRATEGY

Pakistan Horticulture Development & Export Board 2 Floor, Waheed Trade Complex, 36-XX, Khayaban-e-Iqbal, DHA, Lahore 54792, Pakistan Ph: +92-42-111-111-742, Fax: +92-42-5727350 www.phdeb.org.pk
nd

April 2005

CONTENTS

PHDEB Overall Strategy   Schematic View Activities/Outputs

Mango Overview         Background Information Mango Production in Pakistan Harvest Season Marketing System Mango Export Export Market Trend Consumer Acceptance in International Market Proposed Interventions

Mango Export Plan 2005 Crop    Preamble Export Targets Market Based Interventions o China o Iran o Far East o Europe o South Africa o Russia o Saudi Arabia

Grades & Quality Standards Annexes

Mango Marketing Strategy

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PHDEB OVERALL STRATEGY

Mango Marketing Strategy

Page 3 of 40

PHDEB OVERALL STRATEGY
PHDEB Strategy - Schematic View Global Trade (US$ 78 billion)

Mission Target (2005)

High price end niche markets
Marketing

US$ 250 m
Regulatory Policy • Quality Standards • Pre-shipment Inspection • Trade Policy/ Regulations • WTO/HACCP/ EUREPGAP

• Foreign Investments • New Markets • Market Promotion • Branding • Overseas Offices • FTAs / PTAs

Infrastructure

• Trade Policy Projects
• Food Irradiation • Value Addition • Logistics • Technology (Plasticulture) • Business Plans

Pre-harvest • Farmers Cooperatives • Demonstration Farms • Certified Seeds & Plants • Research & Development • Technology • Crop Economics

Products
• Kinnow • Mango • Dates • Potato • Onion • Temperate fruits • Flora • Vegetables

Database

Mango Marketing Strategy

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PHDEB –Strategy Mission: Target: Products: 1. 2. 3. 4. 5. 6. 7. 8. 9. Kinnow Mango Dates Potato Onion Temperate fruits Flora products (cut flowers, foliage) Vegetables Processed products High price end niche international market US$ 250 million (2005)

Broad Working Areas 1. 2. 3. 4. Pre-harvest Infrastructure...