Problems of Marketing of Medicinal Plants

In Pakistan

By Mr Allah Dad Khanallahdad52@gmail.com

03329221298 Dated 22nd April 2014

• Blend of the mix depends upon:

• Marketing objectives

• Type of product

• Target market

• Market structure

• Rivals’ behaviour

• Global issues – culture/religion, etc.

• Marketing position

• Product portfolio– Product lifecycle

– Boston Matrix

Markets For Medicinal Plants

1. Identification of Market

2. Global Market

3. Marketing Structure

4. Marketing Channel

Opportunities for the medicinal plant marketing in Pakistan

There is potential for increasing the size and profitability of the medicinal plant industry

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,

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.

Use of Medicinal Plants

Each of these groups can contain a wide range of products. For example,herbal products can be used in the following product categories: Herbal medicinal products a) conventional b) traditional • Food supplements/dietary supplements • Foodstuffs Cosmetics Examples where the highest use of traditional medicines arepracticed include

• 100 percent in the United Arab Emirates • 100 percent in China • 70 percent in India • 70 percent in Pakistan • 70-80 percent in Africa

Problems in Marketing of Medicinal Plants S.No Problem Solution

1 Consistent in quality and free from contaminants

They require unadulterated material, no unwanted plants or ingredients, reliable botanical identification;

2 Lack of research on development of high-yielding varieties, domestication

Enhancement of Research And D1.Materials which contain the required medicinal and health ingredients; Limited knowledge of plant properties2.Materials which meet the (often varied) regulatory requirements of different markets. Intellectual property rightsdevelopment Projects

Problems in Marketing of Medicinal Plants in Pakistan

S.No Problem Solution

3 Inefficient processing techniques leading to

low yields and poor quality products , Insufficient data on the peak and lean raw drug collection periods and

Poor quality control procedures

Introduction of new processing techniques and preparation of data for products both in yield and use.

Standardization of Products 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.

Problems in Marketing of Medicinal Plants in Pakistan contd

S.No Problem Solution

4 Lack of current good manufacturing practices

Lack of access to latest technological and market information and Lack of knowledge of their supply Capabilities

Promotion of Good Manufacturing Practices , Traditional medicines manufacturers and scientists should be encouraged to carry out research into the cultivation of medicinal plants.

Development of MIS

.

Problems in Marketing of Medicinal Plants in Pakistan contd

S.No Problem Solution

5 Lack of correct identification ofmedicinal plants

Proper identification through with the collaboration among the taxonomists and the local Herbalists is vital.

6 Lack of trained personnel and equipment

Collectors, processors and traders face problems in finding favorable markets due to price factors, quality and quantity considerations

Human Resource Development through /Training in collection, cultivation, Packaging , processing and marketing of medicines.

The plant collectors are needed to be trained in proper harvesting methods

7 Ineffective regulatory body, ineffective regulation by the government in their crucial role in the prevention of illegal trade.

Legislation for drugs Sale and Use . legislation improving the status of herbal medicine industry

Problems in Marketing of Medicinal Plants in Pakistan contd

S.No Problem Solution

8 The price and quality of medicinal plants in the market is not uniform.

Necessary measures should be taken in this regard for the uniformity

9 No proper Selection of Plants 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. Ecological zones to be exploited

Problems in Marketing of Medicinal Plants in Pakistan contd

S.No Problem Solution 10 Financial and logistic constraints make it difficult

for local producers and collectors to interact more closely with prospective clients

Financial help

11 Inadequate knowledge and incomplete Information on products, markets and prices on the part of collectors/producers

Awareness

12

13

No Legislation

Intermediaries

Astringent phyto-sanitary regulations such as requirement of microbiological test, pesticides and heavy metal test by international markets

Reduce the number of intermediaries involved in the distribution and marketing chain, and increase the negotiating power of the producers and collectors. This would enhance the profit of primary farmers and collectors, many of whom are among the poorest of the population

Problems in Marketing of Medicinal Plants in Pakistan contd

S.No Problem Solution

28 Astringent phyto-sanitary regulations such as requirement of microbiological test, pesticides and heavy metal test by international markets

Legislation

26 Intermediaries Reduce the number of intermediaries involved in the distribution and marketing chain, and increase the negotiating power of the producers and collectors. This would enhance the profit of primary farmers and collectors, many of whom are among the poorest of the population

Suggestion and recommendations for Marketingof Medicinal Plants in Pakistan

1.Recommendation of Medicinal Plants in different Ecolological zones in

Country 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 .

.

Suggestion and recommendations for Marketingof Medicinal Plants in Pakistan contd

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 in order to increase their

bargaining power , thus increasing their revenues from medicinal plants.

6. Seed bank for the arrangement of MP seed , plants . Through farmers bodies.

.

Suggestion and recommendations for Marketingof Medicinal Plants in Pakistan 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 is necessary to formulate for assessment and management of resource base; best

harvesting and processing practices; trade issues and aspects dealing with the intellectual property rights on the

traditional medicines .

9. Investments are needed for the development of appropriate conversation, cultivation harvesting strategies, which will

simultaneously meet the demand for low-cost and locally available medicines

10. At the same time, there must be immediate efforts to ensure the conservation of Diverse biological resources and

the preservation and application of local and cultural knowledge On the use of these resources. biological studies (growth

and regeneration rates, pollination system, seed dispersal, potential for confusion with similar species, etc.) and assessment

of harvest impact on viability of individuals

Suggestion and recommendations for Marketingof Medicinal Plants in Pakistan contd

11. design and implementation of management scheme: annual harvesting quota, seasonal or regional restriction and

on certain plant parts or size classes, domestication programme

12. Research to investigate the sustainability of production systems is lacking and needs to be stimulated for a better

understanding of the biological dynamics of the resource in the wild and in domestication.

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.

15. The gaps between the producers/collectors and traders or buyers need to be minimized as these are at present very

wide and often inequitable

16. A holistic management action plan is necessary to formulate for assessment and management of

resource base; best harvesting and processing practices; trade issues and aspects dealing with

the intellectual property rights on the traditional medicines

Suggestion and recommendations for Marketingof Medicinal Plants in Pakistan contd

17.A ll-our efforts should be made to adopt a package of best practices encompassing conservation,

cultivation, quality control and standardization and research and development for medicinal and

herbals for improving its marketing performance efficiently.

18. Research should identify genotypes with high potential for commercial purposes, and then conduct

trials for the selection of high yielding varieties. here should be a reorientation of research investment

regarding medicinal plants, with a shift from pharmacological studies to research which identifies

effective methods of sustaining market supply and improving the quality of products currently

consumed.