Abstract
The key marketing strategy for improving Pinyon/Juniper biomass utilization is to discover the customer value propositions (CVPs) that offer the greatest return and then finding the lowest cost production processes that will deliver that return. PJ, bless its heart, is a non-timber forest resource—apparently lacking a high-value component to offset the high cost to fell and remove the biomass called for in the prescription. But, there are “bright spots”—products and bi-products that can go a long way to provide the land managers revenue that can drive the restoration costs to acceptable levels. Those CVPs can be shown as symbiotic relationships and marketed as such. When relationship marketing is effective, people, processes, and technology work in synergy to increase profitability, and reduce costs.
Marketing Strategies for Biomass Utilization
The key marketing strategy for improving Pinyon/Juniper biomass utilization is to discover the customer value propositions (CVPs) that offer the greatest return and then finding the lowest cost production processes that will deliver that return. PJ, bless its heart, is a non-timber forest resource—apparently lacking a high-value component to offset the high cost to fell and remove the biomass called for in the prescription. But, there are “bright spots”—products and bi-products that can go a long way to provide the land managers revenue that can drive the restoration costs to acceptable levels. Those CVPs can be shown as symbiotic relationships and marketed as such. When relationship marketing is effective, people, processes, and technology work in synergy to increase profitability, and reduce costs.
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