THE MARKETING MIX OF ORGANIC PRODUCERS - A CASE STUDY OF PRODUCERS FROM SERBIA

In the modern and turbulent environment we live in, it is the imperative of numerous businesses to become sustainable. This requires that they alter their business practice both in terms of production and marketing. Organic production is one of the types of production which completely support sustainable development through the maximum adherence to the economic, ethical, legal and ecological principles. Within marketing, this type of production requires the adaptability of the complete marketing mix to the requirements of sustainable marketing. This paper will analyze each individual instrument of the marketing mix in the function of organic food production: the product, price, marketing channels and market communication. This has indicated the existence of the specific nature of the given instruments in relation to those which are used by the more conventional food producers. In addition, a comparative analysis of the organic producers from Serbia and those from developed countries of the world was carried out with the aim of indicating the differences in the effectiveness of the marketing activities in their business practice. As a significant contribution to the topic, the appropriate measures and actions which should help local producers to find the optimum combination of marketing instruments was suggested, which should lead to the improvement of their competitiveness both on the local market and abroad.