Post on 29-Jun-2015
transcript
Strategic Marketing Plan:Vertical Farming in USA
Kelly Elizabeth BehrendCianna Carrillo Walker
Daniel Salter
The Current Situation
URBANIZATION
DEFORESTATIONFRESHWATER
DEPLETION
OVERPOPULATION
Our Product LOCALLY SOURCED
SUSTAINABLE
FRESHER PRODUCE
CONSISTENT HARVEST
SAVES SPACE
SAVES WATER
POWERED BY RENEWABLES
CUTS TRANSPORTATION
REDUCES C02 EMISSIONS
Product Concept
• vertically-farmed products that are socially and environmentally friendly
• distributed to eco-friendly consumers in the San Francisco Bay Area
• relationships with customers and with retailers
• meets the food security needs of the 21st century
• feeds our people, repairs our planet
Strategic Assumptions of...
• Current Agricultural Industry — unsustainable
• Consumers — eco-friendly, local food movement
• Technical Readiness — scalable models
• Financial Backing — capable investors
Market Research
• Customers — want safe, fresh, stocked produce
• Retailers — want year-round produce and consistent, reliable harvest
• Research indicates growing eco-friendly consumer segment
4C Analysis
• Company — environmental and social visionaries
• Competition — conventional, organic, or local, but…
• Customers — willing and able environmentalists
• Context — “if we do not change our direction, we are likely to end up where we are headed” :Chinese proverb
STP & Differentiation
• Segmentation — the soil-free segment
• Targeting — the “Super-Green” consumers
• Positioning — radical alternatives for change
• Differentiation — empowering consumers to be active change-makers
Price Strategy
• Premium Price Strategy for eco-friendly consumers
• 30 cents higher than imported products (25% increase)
Distribution Strategy
• 60% in On-Site Grocery Store
• 25% in Eco Shops and Vegetarian Restaurants
• 15% Local Supermarkets
Promotion Plan
• An Early Adopter Promotions Strategy
• Digital and print media with eco shops, supermarkets, and vegetarian/health restaurants
• Social media engagement with eco blogs, magazines, groups
Expected Results
• Total Cost of Marketing Strategy — $2.7 Million
• Gross Margin — $28 Million
• Revenue — $8 Million
Feeding the World in the 21st CenturyThank You!