MARKETING PLAN
a. Product Description
b. Product SWOT Analysis
c. Target Market Description
d. Demand
e. Supply (Competitor Analysis)
f. Demand-Supply Gap
g. Market Share
h. Projected Sales
i.
Competitor’s Marketing Strategies Matrix
j.
Proposed Marketing Program
k. Sample Marketing Collaterals
A. PRODUCT DESCRIPTION
The word organic simply means that nothing unnatural, toxic, or harmful are used
in any step of the production process. Organic produce is different from normal
produce in a wide variety of ways, but not all of these differences are very
significant at all.
-No Poison Is Always Great
-Closely Regulated
-Better Taste and More Nutrition
-Costs Are Lowered
-The Environment Doesn’t Suffer
B. PRODUCT SWOT ANALYSIS
SRENGHT
Typically able to enjoy higher gross
margins than their non-organic
counterparts. The demand for these
organic products typically remain
strong even during times of economic
recession
OPPORTUNITIES
with organic farmers, promote a
cultural and educational exchange,
and build a global community
conscious of ecological farming and
sustainability practices
WEAKNESSES
It requires more work to produce
goods that are ready for sale
THREATS
Organic crops generally spoil faster
C. TARGET MARKET DESCRIPTION
Marketing
Market
Market
Segmentation
Targeting
Poisoning
Identify and
describe market
segments
Evaluate segments and
decide which to go
after
Design a product or
service to meet a
segment’s needs
and develop
marketing mix that
will create a
competitive
advantage in the
minds of the
selected target
market
c.1 Demographic Profile
Age Group: Adolescent
Sex: Male and Female
c.2 Socio-Economic Profile
Occupation:
c.3 Geographic Geographic Profile
Kind of Community (rural, sub-urban,urban): urban
c.4 Psychographic Profile
Interest and Hobbies:gardening
D. DEMAND
Total Potential Demand
Number of ALL POSSIBLE
Customers based on their Profile
Market Profile
Demographic Profile
Socio-Economic Profile
Geographical Profile
Psychographic Profile
Total
20,000
Total Projected Demand in the Next Years
YEAR
Year 1
Year 2
Year 3
PROJECTED DEMAND
10,000
20,000
30,000
E. SUPPLY
GARDEN SUPPLIES
· Organic Gardening
Fertilizers
Soils
Composting
Lawns & Landscapes
Seeds
Greenhouse Supply
Watering
· Natural Pest Control
Traps & Lures
Barriers & Repellents
Beneficial Insects
Biopesticides
Soaps, Oils & More!
Botanical Insecticides
Flea & Tick
Fungicides & Plant Disease
COMPETITOR 1
COMPETITOR 2
COMPETITOR 3
TOTAL
100
35
150
100
30
1000
4000
120
50
100
70
40
1500
3000
150
45
200
80
50
2000
2500
370
130
450
250
120
4500
9500
600
300
200
300
200
300
200
300
500
200
300
200
300
200
300
200
800
150
240
150
240
150
240
150
1900
650
740
650
740
650
740
650
F. DEMAND –SUPPLY GAP
In a market where price is not controlled, market price for a product or service is
determined by the interaction of demand and supply; that is, the consumers' willingness
and ability to buy the product, and the sellers' willingness and ability to produce and sell
the product. Supply and Demand in Organic Backyard Gardening weather is a big factor
that can make or break a crop season. In the spring, the weather needs to be warm
enough and dry for planting seeds. Then there needs to be enough rain in the summer to
make the plants grow, but not so much that flooding occurs
G. MARKET SHARE
Organic label on fruits and vegetables indicates to the consumer that product was
produced using certain production methods. Fruits and vegetables are cultivated by the
organic method, wherein plants and crops are raised and nourished without the use of any
chemical throughout its pre-harvest to post harvest operations. Growing awareness
regarding the benefits of organic products and its affordable prices and convenient
availability are majorly influencing the growth of the organic fruits and vegetables market.
The outbreak of the COVID-19 pandemic has adversely affected the organic fruits and
vegetables market. Unavailability of labors at the manufacturing units, disturbed
transportation due to frequent lookdown practices are major factors which directly and
negatively affects the production of the fruits and vegetables products market, which
indirectly influence the demand for fresh fruits and vegetables form framer side.
Furthermore, Farmers are facing major problems on the farm such as malpractices for
organic fertilizers and agro-chemicals which undoubtedly creates hurdles for the
production of the organic fruits and vegetable.
H. PROJECTED SALES
Fruits and
Vegetables
Fruits and Vegetables
SALESS PER
WEEK
SALES PER
MONTH
SALES PER
YEAR
10,000
220,000
2,640,000
Ginger
Price per Kilogram in
the Market
₱ 180.00
Price of Fruits and Vegetables
Harvested in the Garden
₱ 175.00
Papaya
₱ 50.00
₱ 45.00
Okra
₱ 45.00
₱ 40.00
Tomato
₱ 150.00
₱ 140.00
Bitter Gourd
₱ 130.00
₱ 125.00
Cucumber
₱ 70.00
₱ 65.00
Garlic
₱ 160.00
₱ 155.00
Mango
₱ 190.00
₱ 180.00
Onion
₱ 200.00
₱ 190.00
Wild Chili
₱ 1000.00
₱ 500.00
I. COMPETITIVE MARKETING STRATEGIES
MARKETING
STRATEGIES
COMPETITOR
1
COMPETITOR
2
COMPETITOR
3
Promotion
offering
package
discount
Distribution
branch stores
Retail outlet
center
Discount
promo with
minimum
purchase
Retail outlet
center
Future
Marketing Plan
strategies
branch
locations to
more markets
Will further
enhance the
product offered
Will enhance
services
offered
Local Marketing
occasionally
have package
discount
Pricing
price skimming
Organic Backyard
Garden
Offering package
discount and
coupons
Retail outlet
center
Will able to
improve number
of loyal customer
Give out
discount, tie up
Occasionally
with different
have discounts
dealer and
distributor
economy
pricing
price skimming economy pricing
J. PROPOSED MARKETING PROGRAM
Marketing is one of the most important factors in determining the success of any
organic farming enterprise. It includes most of the decisions made by producers.
These decisions range from determining the most marketable varieties to produce
to deciding how to deliver high quality fruits and vegetables to consumers at a
profit.
K. SAMPLE MARKETING COLLATERALS