Sustainable Agribusiness and Marketing Practices: Brand Building Measures for Saffron

The agriculture product marketing has contextual brand challenges in the emerging economies of the world. Marketing practices seems to have solution to the emerging challenges of such a seminal aromatic and medicinal agro-product. For a branded product with a good brand image, customers have to rely on the brand itself than relying on the intermediates for the quality of the product. This will reduce the customers and producers dependence on the intermediates for the exchange of saffron product. As a result, the profit margins for the producer will be increased while also decreasing the price of product for customers. Branding of saffron will help a marketer to establish a pull strategy and to make sure all promotional activities are streamlined with the different product lines. The present case study shall deliberate and focuses on customer mind-set equity, which is “customer-based brand equity”. Considering these facts and role of saffron in socio-economic life of Kashmiri, it is necessary to understand, analyse and establish the brand for Kashmir saffron. The Kashmiri saffron has missing link of institutional marketing interventions in its market ideation within its supply chain. That shall make it imperative to analyse the market ideation, structure and landscape that shall emerge in the establishment of its brand status for such valuable agricultural product of the nation in the emerging economies.