A STUDY ON MARKETING OF ORGANIC PRODUCTS THROUGH SOCIAL MEDIA PLATFORM

The organic products had the characteristics of the niche. On the other hand, there has been a general increase in demand for ‘organic’ or ‘biodynamic’ produce. Over the time, if this niche market proves profitable, it will attract more producers, there by changing the face of the niche from a potential monopoly toward a competitive market. The producers of organic products face increasing competition on the market. Because of the “Long tail” theory, social media can serve as a powerful marketing tool to organic products to promote their products. The social-media is not only a communication tool for amusement, but it is also an important part of marketing strategies in business life. This paper aims at analyzing the role on marketing of organic products through social media platform. The concept of social media is top of the agenda for many business executives and consumers today. The producer, decision makers, sellers as well as consultants, try to identify ways in which firms can make profitable use of applications such as Google, YouTube, Face book, Whatsup, Instagram, linkedin, and twitter. However, this article intends to provide some clarification regarding traditional and social media marketing, the current scenario of marketing of organic products through social media at global, National and Local level and consumer socialization through social media marketing.