Business Innovation & Promotion Unit :

Business Innovations and Promotions (BIP) Units:
Small businesses often organize their sales and marketing operations differently than larger businesses, putting more of an emphasis on farmers and sales until they have sufficient capital and staff to elevate the marketing function.
Agricultural Marketing Authority (AMA) is no difference from this as it is set up by the Fiji Government to assist rural farmers in remote rural areas in the marketing of their produce. This includes marketing of root-crops, vegetables, fish, coconuts and coconut oil or Virgin Coconut Oil.
We started with marketing of fresh Dalo only in 2007 to 2008 and we diversified to frozen root-crops (dalo and Cassava) in 2009. Now AMA has built up its customer base and diversified into other products like vegetables, fish and other value added commodities.
Sales vs. Marketing
AMA marketing serves as the umbrella function that manages advertising, promotions, public relations and sales. Marketing functions include research and development, pricing, distribution, customer service, sales and communications. In its narrowest form, AMA sales department advises the marketing department based on its feedback with customers and focuses on customer contact to drive sales.
Product, Pricing and Distribution Planning
The staff of the Division (MBIP) spend much of their time talking directly to customers, they guide the development of products and services. They recommend modifying or dropping products or services or adding new ones to the company’s mix, based on what customers want.
The Division has the responsibility for deciding where the company should sell and what its prices should be. This includes choosing which, if any, intermediaries the company will use, such as wholesalers, distributors or retailers. This requires the division to research where the company’s competitors are selling and where its customers say they want to shop.
Customer Service
To maintain its customer base, AMA sales and marketing takes responsibility for making sure buyers are happy, as well as trying to upsell them. The division is proactive in contacting customers with surveys and special offers and is reactive in attempting to solve any problems that might cause the company to lose customers.
AMA Marketing section uses a lot of promotions through the Fiji Embassies in Australia, New Zealand and the USA to boost its Export markets. We do promotions through advertising, social media, public relations, Government Road Shows, event sponsorship through Showcases, attending trade show appearances and road sales through internet promotions. The sales and marketing team do publications through radio and just created a websites for promoting the company’s products or services, promoting marketing methods which will help it boost sales.


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