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Marketing Plan for Organic Product
The document outlines a marketing plan for organic products by Pannasatra University of Cambodia, focusing on promoting healthy foods and supporting local agriculture. It includes an analysis of current market conditions, competition, and strategic objectives, aiming for sales revenue of $6,000 within six months. Challenges include higher pricing compared to traditional markets, limited experience, and the threat of imitation, while opportunities arise from increasing health consciousness among consumers.
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Marketing Plan for Organic Product
- 1. PannasatraUniversity of Cambodia Proposal (Organic products) Marketing Plan Healthy Foods (Love your life, Love your foods) Instructor: Sann Sourharo Group Number 3 • Khuon Lina • Pin Keany • Roeun Nakry • Sean Theary
- 2. Content 1. Purposeand Mission 2. Situational Analysis 3. Competition Analysis 4. Summary of Current Situation 5. Marketing Strategy 6. Marketing Objective 7. Tactical Marketing Programs 8. Budgeting Performance Analysis And Implementation 9. Conclusion
- 3. Purpose and Mission Purpose of Marketing plan: • we care about people health, And we want to provide them with the good foods that have no chemical involve. And we want to see people in our society are healthy. • And we want to improve on the agriculture.
- 4. Mission Statement •Agriculture: growing vegetables and fruit without chemicals. Using the natural ways to keep the product grow well. Convince people interest more on agriculture. • Encourage: convince all the famers to improve on their growing with chemicals involve, an offer them with a fair price to return their good work good and hard work.
- 5. Situational Analysis ProductAnalysis • Product Attributes (vegetables, fruits, Meat, Fish. Products Analysis Name of goods People need Sale Opportunity Vegetables 100% High Fruits 70% medium Meats 98% High Fish 90% High Ingredient 50% low
- 6. Creating house wholegrowing • Tomatoes • Eggplant • Chilli • Basil
- 7. Creating pie •Salad • Cabbage • Brig onion
- 8. Long roll creating • Green water • Eggplant • Tomatoes • cucumber
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- 10. Competition Analysis •Target markets served ( special giving, Ex, discount if they buy a lot, and member card) • Product attributes ( keep the products in fresh ) • shop desinging .
- 11. Summary of Current Situation • Strengths: We have learned a new technique to plant the crop easily with a small space and low budget. Good location. • Weaknesses • The price is higher than traditional markets • Has no experience in this field • Limited capital to expand our business • Opportunities • Less competitors • People start to care more about their health • Threats • New industry • Too close to traditional market • Other people will imitate us and open an organic shop in these areas.
- 12. Marketing Strategies •Objective Create customer awareness for our Organic product s in the Phnom Penh market. Gathering customer’ respond to our product. Acquire sales revenues of $6,000. (In 6 months)
- 13. Product Strategy Price Strategy Promotion Strategies Strategy Distribution Strategy
- 14. Product Stategy Healthierlife Nutritious Customer Education
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- 17. Radio Sale F.tastingPromotion Web-page
- 18. 4. Tactical MarketingProgram 1) Target Marketing: Khmer and Foreigner 2) Product: Kind of Product and how to get it? 3) Promotion: Discount and free for tasting 4) Advertisement: Radio, poster, banner, tuktuk, and website/facebook. 5) Pricing: Markup 50% of product price.
- 19. The marketing Budget • In order to promote our business and make it more successful, we decide to advertise our company through the following various methods: • Tuk Tuk: $30/ month x 10 vehicles= $300 • Radio: $25 per 5 minutes x 28 days= $700 • Websites Khmer24: $30 per month • Brochures: $100 • Total cost: $1130
- 20. Performance Analysis •Break-even is the point of zero loss or profit. • Fix Cost: • Rent House:$700/months • Hire Staffs: 3 people x $150/month =$450 • Equipment and Facility: $200/12months/5years = $3.3. • Computer and billing system: $1000/12months/5years= 16.6. • Advertisement: $1130 • Internet: $12. • Total Fix Cost: $2311.6
- 21. Performance Analysis •Variable Cost: • Electricity: $50/month. • Water: $10/month. • Rubbish Collection: $5, • supplies(vegetable and fruit): $300 • Total Variable Cost: $365 • Variable cost per unit= 365/2000 = 0.18
- 22. Performance Analysis •Break-even Sales Units = x =FC/(p − v) • where : • p is the price per unit, x is the number of units, v is variable cost per unit and FC is total fixed cost. • x=2311.6/($2-0.18)= 1269 units • Break-even Sales Dollars = Price per Unit × Break-even Sales Units = $2 x 1269 = $2539
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- 24. Implementation • wehave to make strict control, check more often and try to persuade them to use natural farming methods. • check with stock controller to check products that are nearly broken or expire to make some strategies like promotion or discount or anyways to sell them out. • knowing suitable time to order new products into stock and especially knowing about what season or trend that has higher demand.
- 25. Implementation • Alwayscontact with the distributors, make sure that they put our products in the market and encourage their customers to support our product. • Have a good relationship with them and provide them more benefit to keep in touch last longer. • Have good management skill in order to lead or guide the way to subordinates to enjoy their work by motivation skill.
- 26. Implementation • Createsome policies to work more effectively such as: • All employee must be friendly and warming welcome to customers • Provide good service to satisfy customer need • Be honest and responsible on work • Come to work on time and not leave early • Do not doing something that not related to their own duty like talking phone or text message so often and take long time…etc.
- 27. Additional Consideration •Internal Factors: Low capital to buy land for planting the crops Lack of professional skill Our products are 100% not contain chemical substance, so they cannot be kept for long time Organic planting result in low production
- 28. Additional Consideration (cont) • External Factors • Only medium and high class people and people concerned with healthcare are willing to buy organic products • people will not believe us easily that our products are 100% chemical free. • The farmer that we do the cooperation with may cheat us to use the chemical • Organic products are hard to compete with products in the market
- 29. Additional Consideration (cont) • Research Limitations • Some people just reply with fake information • Difficult to get the information from competitors • The Research by observation can be bias • Employ more people to do the survey will result into higher expense • Negative comment on website may affect our reputation.