This document provides an overview and recommendations for marketing medicinal plants in Pakistan. It begins with the current situation of medicinal plant marketing worldwide and in Pakistan. It then covers the 7 P's of marketing as they apply to medicinal plants - product, price, place, promotion, people, process, and physical environment. Several problems in medicinal plant marketing are identified and recommendations are provided, such as improving cultivation, harvesting, and processing practices, providing market information and access, ensuring quality standards, and developing opportunities for international export. Overall recommendations emphasize improving the entire supply chain from producers to consumers.

2. Marketing of Medicinal
Plants
In
Pakistan
By Mr Allah Dad Khan
03329221298
allahdad52@gmail.com

4. Presentation Bifurcation
1. Situation of Marketing of MAP,s In World
2. Seven P,s of Marketing
3. Problems of Marketing
4. Recommendation for Marketing MAP,s
5. Global Marketing Opportunities
6. Question Answer Session

5. Situation of
Marketing of Medicinal
and Aromatic plants in
World

6. Situation of
Marketing of Medicinal and Aromatic plants in
World
100% use of Traditional Medicines in UAE
100% use of Traditional Medicines in China
70 % use of Traditional Medicines in India
70 %use of Traditional Medicines in Pakistan
70 % use of Traditional Medicines in Africa
China and India are the largest market for Medicinal plants in
World

7. WORLD IN 21st CENTURY
1. 100% increase in World’s population (12 billion by the year
2035).
2. 50% reduction in forests cover.
3. Life expectancy close to 100 years in most parts of the
world.
4. World resources of fossil fuel will be totally consumed.

8. Marketing of Medicinal plant in
World
• More than 80 per cent of the world’s
population use traditional plant-based
medicine for primary health care, according to
the World Health Organization. And demand is
growing world-wide for medicinal plants, as
well as herbs and aromatic plants. Global
trade in these plants is estimated at US$60
billion annually and is expected to grow by 10
to 15 per cent per year.

9. Products to be Marketed
1.Herbal Medicinal products
• A. Convential
• B. Traditional
• 2. Food Supplement
• 3.Food Stuffs
• 3. Cosmetics

14. Price

15. Pricing
1. A product/service is only worth what customers are prepared to pay for
it.
2. The price also needs to be competitive, but this does not necessarily
mean the cheapest.
3. Price positions you in the marketplace; the more you charge the more
value or quality your customers will expect for their money.
4. Just as importantly, your pricing must also cover your costs and provide a
Profit.
5. It is the only element of the marketing mix that generates revenue —
everything else represents a cost.

16. Product

17. Product
Don’t develop a product or service first and then
hope to find a market for it afterwards.
Research the market before you launch your product or
service so that it meets the needs of customers, put a system
in place to regularly check that your product is what the
market wants.
If you are already in business and have a product, then you
should have a means to develop and extend your product to
meet those ever changing
needs

19. Promotion
Promotion is the aspect of marketing that most people recognise. It is the
way your company communicates what it does and what it can offer
customers. It includes activities such as branding, advertising,
direct mail, your website, PR, corporate identity, sales management,
special offers and exhibitions.
Promotion must gain attention, be appealing, tell a consistent
message, communicate the benefits and not just the features of the
product/service and, above all else, give the customer a reason to
choose your product rather than someone else’s.
One aspect of promotion that is often missed is that of communicating
effectively with your own staff so that they can be knowledgeable and share
expertise with their customers.

20. Place

21. Place
Where you sell your product or offer your service must be
appropriate and convenient for the customer.
Your product needs to be available in sufficient quantity to satisfy customer
demands.
At the same time you should keep storage, inventory and distribution costs to an
acceptable level.
A place also means a way of displaying your product/service to
customers. This could be a shop window, but can also be mail order, a
website or your office or workshop.
It will depend on the nature of the product or service, but should
always be designed to make your offering appropriate and attractive to
the customer.

22. People

23. PEOPLE
Every time your employees come into contact with
a customer an impression is made.
Make sure it’s a good impression by having properly trained, well-
motivated staff with a good attitude; the reputation of your company
rests in their hands.
Providing after sales support and advice is one way you can add value
to what you offer, giving your business an important edge over
competitors who don’t.
In many sectors customers do not separate the product service from
the staff member who provides it, making this a key element of the
marketing mix.

25. PROCESS
The process of giving a service is crucial to customer
satisfaction.
Issues such as waiting times, the information given to
customers and the helpfulness of staff are all vital to keep
customers happy.
Remember, customers are not interested in the details of
how your business runs, but in getting a good service.
It will run most smoothly for the customer if there are
processes in place that the staff understand

27. Physical Environment
This means for a customer choosing to use a service there
can be an element of risk.
Any uncertainty can be reduced by helping potential
customers to ‘see’ what they are buying. Case studies and
testimonials can provide evidence that your company keeps
its promises.
Facilities such as a clean, tidy and well-decorated reception area can
also help to reassure.
The physical evidence should be appropriate to the expectations of the
customer.

28. 28
The Marketing Concept
Consumers
Marketing Research Marketing Segmentation
Product Price Place Promotion

29. Marketing of Medicinal Herbs
1. Most medicinal plants are harvested from wild, As the trade has become
market oriented and inter national , the growing number of wild crafters
is out stripping natural population.
2. Some of these are also grown particularly by small farmers to diversify
their cropping system and to earn some additional income for their
sustenance
3. The organic farming is a basic philosophy for production of medicinal
herbs.
4. Organic farming methods are based on nature’s principles of
production.
5. Organically produced medicinal herbs are believed to be living in
harmony with the natural system by cooperating rather than competing

30. Threats to Medicinal Plants Marketing
1. Land erosion and Deforestation
2. Over and improper and poor harvesting and collection
3. Overgrazing and urbanization
4. Conversion of forest land into agriculture Land
5. Land fragmentation
6. Lack of access to markets and irregular supply.
7. Limited Knowledge of plant properties.
8. Intellectual property right and WTO ( Turmeric)
9. Lack of awareness
10. Incorrect botanical species
11. Low price for farmers/high prices for buyers.

31. Identification of Markets
The process of identifying
different markets would
help the farmers to focus
on which types of herbs to
be grown and how
marketing should be
made.

32. largest global markets in World
The largest global markets for medicinal plants
exist in China,
Germany, France, Japan, Italy, UK and USA. In the
United States, the trade of medicinal plants is
observed with 10% increase annually and more
people are attracting towards herbal medicines.

33. Marketing Channels of Medicinal Plants
• The main driver for the cultivation of medicinal
plants could be located in two component ,
namely pull and push effects.
• In pull effect , are the factors that attract farmers
to cultivate medicinal plants rather than
traditional crops including
• 1.Attractive Price , fixed market channel , price
assurance by agents .
• 2.Monopoly of the group of producers

34. 1.Uncertainity of net income.
2.Well established market channel
There are two marketing routes that
operate in field
1.Gather /Cultivator -----= Pharmacy
2.Gather/Cultivator ----=Trader ----=
Pharmacy
Whereas Push effects are dominated

35. International Marketing
Export Promotion Bureau may
guide about some of the plants that
are currently demanded . The
publication of data about medicinal
herbs in this regard will be of great
value to different stake holders

37. The opportunities on the supply side of the
indigenous medicine market include
1. Availability of scarce medicinal plants in remote
locations,· availability of medicinal plants on commercial
farmlands,
2. Availability of plant supply from changing land-use,
3. Availability of medicinal plants on managed communal
lands,
4. Availability of a wide range of cultivation, processing, and
Marketing expertise in other sectors,
5. Access to international examples of medicine production for
traditional markets,
6. Large demand for new agricultural opportunities on
Commercial farms, subsistence farms, and redistributed farms,

38. The opportunities on the supply side of the indigenous
medicine market include contd
7. Availability of progressive farmers with access to resources,
8.Robust nature of indigenous medicinal plants which require few agricultural
inputs,
9.wide range of sites for product distribution, ranging from the farm gate to
urban processing factories,
10.bility to supply specific species at times of the year when they are usually
not available,
11. A large number of plant gatherers with appropriate knowledge that could
promote the cultivation of plants for the market,
12. Documentation and establishment of accepted guidelines for use and dosages
of medicinal plants, and
13. Several organizations have experience in indigenous medicine markets and in
the cultivation of medicinal plant species in farming and nursery systems.

41. Features of Marketing
1. Market Trends
2. Price information
3. Market news
4. Botanical product specifications
5. Meetings and trade shows
6. Directory of global herb trade associations
7. Special features (e.g. company profiles,
regulations)

44. Problems in
Marketing of
MAP,s

45. Problems in Marketing of Medicinal Plants
S.No Problem Solution
1. Poor agricultural practices GAP specific to area and climate
2. Poor harvesting (indiscriminate) and post-
harvest treatment practices
Proper harvesting and practices to
minimize Post Harvest losses in
storage
3. Lack of research on development of high-
yielding varieties, domestication
Enhancement of R &D projects
4 Inefficient processing techniques leading to
low yields and poor quality products ,
Insufficient data on the peak and lean raw
drug collection periods
Introduction of new processing
techniques and preparation of
data for products both in yield
and use.
5 Lack of Poor propagation methods Promotion of new propagation
methods

46. Problems in Marketing of Medicinal Plants contd
S.No Problem Solution
6 Poor quality control procedures Standardization of Products
7. High energy losses during
processing
Low consuming energy machineries
8. Lack of current good
manufacturing practices
Promotion of Good Manufacturing
Practices ,
9 Lack of R & D on product and
process development - Difficulties
in marketing
Strengthening of rural development
infrastructure .
10 Lack of local market for primary
processed products
Provision of Local Market to farmers and
linkage of collectors with market
11 Lack of trained personnel and
equipment
Human Resource Development through
Training to different stake holders in
collection, cultivation, processing and
marketing of medicines.

47. Problems in Marketing of Medicinal Plants contd
S.No Problem Solution
12 Lack of facilities to fabricate
equipment locally
Provision of facilities
13 Lack of access to latest Technological Provision of access to Latest Technology
14 The lack of traceability of the path of
the
raw drug back to it source
Paving a Path as desired by Farming
Community
15 Lack of information on the market. Establishment of MIS
16 Absence of comparative studies on 7
PS
Initiation of studies in this respect.
17 Ineffective regulatory body. legislation improving the status of herbal
medicine industry

48. Problems in Marketing of Medicinal Plants contd
S.No Problem Solution
18
Lack of awareness Creation awareness .
19
No Training to collector The plant collectors are needed to be
trained in proper harvesting methods.
20
Lack of correct identification of
medicinal plants
Proper identification is vital .
21
The price and quality of medicinal
plants in the market is not uniform.
Necessary measures should
be taken in this regard for the uniformity
22
No proper Selection of Plants Proper selection of plants

49. Problems in Marketing of Medicinal Plants contd
S.No Problem Solution
23 Collectors, processors and traders face problems in finding favorable markets due to price factors,
quality and quantity considerations.
Training
24 Financial and logistic constraints Financial help
25 Inadequate knowledge

50. Problems in Marketing of Medicinal Plants contd
S.No Problem Solution
26 Difficult to No proper recognition access
appropriate markets and market information.
of environmentally and commercially sound MPs.
Allowed Access
27 Lack of standardization and consistency in quality
for international marketing , regulatory
requirement
Proper standardization and regulation
28 Astringent phyto-sanitary regulations such as
requirement of microbiological test, pesticides
and heavy metal test by international markets
Legislation

52. Recommendation
for Marketing
MAP,s

53. Suggestion and recommendations for Marketing
1.Recommendation of Medicinal Plants in different Ecolological zones in
Country with special reference to KPK .one village one product .
2. Creation of awareness about medicinal plants both wild and cultivated Through
mass media .in production and marketing
3. Marketing of medicinal plants in local and national as well as in international
markets through exposure by different stake holders .
4. Local Community should be trained regarding methods of collection and drying, and
sustainable harvesting Demonstration of the cultivation packages and R & D in
marketing .
5. Plant collectors should be encouraged and educated.
6. Seed bank for the arrangement of MP seed , plants . Through farmers bodies.
.

54. Suggestion and recommendations for Marketing contd
7. Organic products and value addition through capacity building , the role of
women to be included in activities. review of local knowledge and harvest practices
8. A holistic management action plan.
9. Investments are needed for the development of appropriate conversation, cultivation
harvesting strategies
10. At the same time, there must be immediate efforts to ensure the conservation of
Diverse biological resources
11. Design and implementation of management scheme.
12. Research to investigate the sustainability of production system.
13. Eco-labelling and other social and economic incentives to strengthen market
credibility and competitiveness of biodiversity-friendly products need to be promoted
14. On the issue of intellectual property rights it needs to be elaborated how the country,
the local user or other entity can be adequately compensated for use of the resource
by outsiders.

55. Suggestion and recommendations in Marketing contd
15. The gaps between the producers/collectors and traders or buyers need to be minimized .
16. A holistic management action plan .
17.A ll-our efforts should be made to adopt a package of best practices encompassing conservation,
cultivation, quality control and standardization
18. Research should identify genotypes with high potential for commercial purposes, and then conduct
trials for the selection of high yielding varieties.

56. Global Marketing
Opportunities:

57. AREAS FOR IMPROVEMENT
1. Promote farmer cooperation at village
2. Collectors should be organized into associations and clusters
3 . Reduce the number of intermediaries involved in the distribution and marketing
4. Improvements are needed in the areas of post collection handling, value addition
and product presentation

58. AREAS FOR IMPROVEMENT contd
4.Research and development on the chemical composition and the effect of
poor practices on the active ingredients of the selected species.
5. Country authorities to develop effective strategies to support improved
cultivation, quality controls systems, provision of high quality planting
materials, and the encouragement of investments in new technologies.
6. Undertake a more in-depth global overview of the demand and supply of
medicinal plants.
7.Developing countries should aim to cultivate their resources in a sustainable
manner and enter markets at the early stages of the value chain
8. Identify products which would be most amenable to sustainable
commercial development .

59. AREAS FOR IMPROVEMENT contd
9. Value-addition through processing,
10. Enterprise development and promotion of the complete market chain.
11. The organic nature of the produce should be
explored and capitalized on for export marketing.

60. Question Answer