D' Bessfood Organic Products targets consumers seeking healthy, safe food. It offers organic rice and mascobado sugar from small farmers competing with brands like Pecuaria, F&C, and Full of Grace. The products are sold in supermarkets which have increased by 27-35% annually. D' Bessfood aims to capture this market by differentiating its products as highly pigmented, high fiber rice providing strong health benefits.
Whole Foods Market Marketing Plan Meal Kit IndustryJoshua
This marketing plan outlines an idea for Whole Foods Market's entrance into the $5 billion meal kit industry for 3 cities, (Austin, Texas - Denver, Colorado - Seattle, Washington) before expanding nationally.
Ours Agro is a commercial organization formed by group of professionals that work to form a efficient linkage between small producer to actual consumer. Across the country Ours Agro promotes traditional farmer and producer to develop locally suitable economic activity.
The group comprises of professionals motivated to use their knowledge and skills to address the issues of rural economy. while working towards enabling the rural economics, Ours Agro collaborates extensively with all sectors releted to agricultural commodity and work as; Develop marketing linkage and brand endorsement for traditionally grown agricultural products raised by small farmers using low cost technology.
Marketing access for nature friendly and organic agri food products. Promotion and marketing of Geographical Indicator(area specific) products having special attributes. Direct market linkage provide to small farmers like maize growers with maize based industry. Promotion and marketing of quality based products instead of quantitative traits based product.
eg.Promotion of milk produce from indigenous breed having superior quality protein and more congugated linolic acid rather than exotic breed producing more milk with lesser/inferior nutrient.
Rare and highly valued forest produce grown /collected by tribal people preferably marketed through ours agro. Further processing unit will be set-up nearby to production area preferably run by local person.ours agro only control on the quality and standardization of product. Small entrepreneurs those producing quality/concept product ours agro will provide marketing networks.
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by Organicsan Management Team by Organicsan ManagementTawnaDelatorrejs
by Organicsan Management Team
by Organicsan Management Team
ORGANICSAN
Business Plan
Business Name: Organicsan Incorporation
Co-founders: Man Fong, Hendrik Muskus, Princeton Oben, Hien Vu
Created on June 08th, 2020
Table of Content
I.Executive Summarypage 02
II.Introductionpage 03
III.Analysis of Business Situationpage 10
IV.E-Commerce Operationspage 15
V.Planned Financingpage 21
VI.Conclusionpage 27
VII.Bibliographypage 29
VIII.Appendixpage 30
I. Executive Summary
With the rise of the ketogenic diet and low carb diets, many people have begun to cut wheat and carbohydrates out of their diets in hopes to become healthier and lose weight. However, most products in the snack industry contain wheat leaving them exposed to shifts in demand. With the rise of Non-GMO, gluten-free, organic, and nutrient enhanced foods, snack producers are forced to focus making products healthier in response to consumer demand.
With a rise in economy, many households are left with more disposable income. This allows consumers the desire to trade up to more expensive products; organic, non-GMO, superfoods. This helps support industry performance. With an expected rise in per capita disposable income in 2020, a potential opportunity is opened for the industry.
Having an estimated 24.7% of the industry revenue in 2019 from Mondelez International, Kellogg, Campbell, and Barilla, small to medium sized companies still account for a significant portion of the industry accounting for 54.7% of the market.
One snack dominating the industry right now is edible nuts. They contain high-quality fiber, minerals, vegetable protein, oils, and vitamins, all vital for healthy functioning of the human body. According to the March 2020 USDA report, Vietnam is ranked number one in exporting tree nuts.
Organicsan, a US- based company founded by a management team with over 20 years of international operation and trading experience, was created in response to the emerging “health-nut” population. With an aim towards healthier lifestyles with gluten-free and organic snacks and nuts, they have managed to take over Vietnam’s position as the leading nut exporter.
Since early 2020, the founders of Organicsan have collaborated with a local organic farmer and its processing plant in Vietnam for cashews and macadamia nuts. In 2021, we plan to set up our first business office in Texas in hopes to partner with companies such as Amazon and Shopify to promote our organic products. We hope to one day sign contracts to wholesalers main distribution channels with large retailers. Organicsan plans to expand through localizing manufacturing operations to minimize costs while focusing on higher productivity by 2023.
Our objective is to obtain a $250,000 loan to enable us to begin operations with projected first-year revenue of US$2 million dollars, and then subsequently obtain a first-round investment amount in the amount of US$1 million in 2023 to fund capital expenditure and workin ...
Whole Foods Market Marketing Plan Meal Kit IndustryJoshua
This marketing plan outlines an idea for Whole Foods Market's entrance into the $5 billion meal kit industry for 3 cities, (Austin, Texas - Denver, Colorado - Seattle, Washington) before expanding nationally.
Ours Agro is a commercial organization formed by group of professionals that work to form a efficient linkage between small producer to actual consumer. Across the country Ours Agro promotes traditional farmer and producer to develop locally suitable economic activity.
The group comprises of professionals motivated to use their knowledge and skills to address the issues of rural economy. while working towards enabling the rural economics, Ours Agro collaborates extensively with all sectors releted to agricultural commodity and work as; Develop marketing linkage and brand endorsement for traditionally grown agricultural products raised by small farmers using low cost technology.
Marketing access for nature friendly and organic agri food products. Promotion and marketing of Geographical Indicator(area specific) products having special attributes. Direct market linkage provide to small farmers like maize growers with maize based industry. Promotion and marketing of quality based products instead of quantitative traits based product.
eg.Promotion of milk produce from indigenous breed having superior quality protein and more congugated linolic acid rather than exotic breed producing more milk with lesser/inferior nutrient.
Rare and highly valued forest produce grown /collected by tribal people preferably marketed through ours agro. Further processing unit will be set-up nearby to production area preferably run by local person.ours agro only control on the quality and standardization of product. Small entrepreneurs those producing quality/concept product ours agro will provide marketing networks.
An understanding of the organic market in India. Very useful for marketeers to get a perspective on insights on retail, consumer, brands, distribution and trends.
Consumption behavior of fruit shake drinkers in Quezon CityGil Alfonso Jr.
The market research is about introducing a new brand of fruit shake that will serve the lower-end market. It includes comprehensive market research process; identifying existing brands; conducting market survey and generating possible market segments.
by Organicsan Management Team by Organicsan ManagementTawnaDelatorrejs
by Organicsan Management Team
by Organicsan Management Team
ORGANICSAN
Business Plan
Business Name: Organicsan Incorporation
Co-founders: Man Fong, Hendrik Muskus, Princeton Oben, Hien Vu
Created on June 08th, 2020
Table of Content
I.Executive Summarypage 02
II.Introductionpage 03
III.Analysis of Business Situationpage 10
IV.E-Commerce Operationspage 15
V.Planned Financingpage 21
VI.Conclusionpage 27
VII.Bibliographypage 29
VIII.Appendixpage 30
I. Executive Summary
With the rise of the ketogenic diet and low carb diets, many people have begun to cut wheat and carbohydrates out of their diets in hopes to become healthier and lose weight. However, most products in the snack industry contain wheat leaving them exposed to shifts in demand. With the rise of Non-GMO, gluten-free, organic, and nutrient enhanced foods, snack producers are forced to focus making products healthier in response to consumer demand.
With a rise in economy, many households are left with more disposable income. This allows consumers the desire to trade up to more expensive products; organic, non-GMO, superfoods. This helps support industry performance. With an expected rise in per capita disposable income in 2020, a potential opportunity is opened for the industry.
Having an estimated 24.7% of the industry revenue in 2019 from Mondelez International, Kellogg, Campbell, and Barilla, small to medium sized companies still account for a significant portion of the industry accounting for 54.7% of the market.
One snack dominating the industry right now is edible nuts. They contain high-quality fiber, minerals, vegetable protein, oils, and vitamins, all vital for healthy functioning of the human body. According to the March 2020 USDA report, Vietnam is ranked number one in exporting tree nuts.
Organicsan, a US- based company founded by a management team with over 20 years of international operation and trading experience, was created in response to the emerging “health-nut” population. With an aim towards healthier lifestyles with gluten-free and organic snacks and nuts, they have managed to take over Vietnam’s position as the leading nut exporter.
Since early 2020, the founders of Organicsan have collaborated with a local organic farmer and its processing plant in Vietnam for cashews and macadamia nuts. In 2021, we plan to set up our first business office in Texas in hopes to partner with companies such as Amazon and Shopify to promote our organic products. We hope to one day sign contracts to wholesalers main distribution channels with large retailers. Organicsan plans to expand through localizing manufacturing operations to minimize costs while focusing on higher productivity by 2023.
Our objective is to obtain a $250,000 loan to enable us to begin operations with projected first-year revenue of US$2 million dollars, and then subsequently obtain a first-round investment amount in the amount of US$1 million in 2023 to fund capital expenditure and workin ...
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D' bessfood organic products
1. Roseller O. Quin
June, 2013
1
10 STEP
Marketing Plan for
D’ Bessfood Organic Rice
and Mascobado Sugar
rossellerquin.blogspot.com
2. Disclaimer
This 10 Step Marketing Plan is part of the
mandatory requirements of Prof. Remigio Joseph
De Ungria’s AGSB marketing management class.
The data included in this report are based on
publicly available data such as those on internet
websites, news, package declarations, public
reports.
When appropriate, data are “masked” so as not to
create unexpected conflicts.
The reports are posted and linked on slideshare,
blogs and facebook so that there is easier
sharing among students from different marketing
classes.
3. The D’ Bessfood Organic Products is a partnership of small-scale
farmers, cooperatives, and development practitioners who all
believe in the natural and organic practices of producing food for
life, health, and the environment.
The D’ Bessfood Organic Products are strictly chemical-free. No
chemical fertilizers, preservatives, nor pesticides were used in
growing and processing the products. Only locally available
composted fertilizers and natural microorganisms were used to
produce such rice and sugarcane. (No pigs and chicken manure,
composted or not, is allowed)
The microorganisms are found in the natural environment and
supplemented with local effective microorganisms from the forest.
For pest control, we use the botanical growth enhancer/plant
protector for healthy plants and for limiting crop damages.
4. Steps 1 to 5
Summary headline of your PTM and market
1. D’ Bessfood Organic Products target Consumers who
are looking for healthy and safe food, young
professionals, and with development-related
sickness.
2. Safe, healthy and Organic Food.
3. Available brands: Pecuaria, F &C, Plan, Full of Grace.
4. All brands offer organic rice and mascobado coming
from the improved HYV varieties.
5. Increase in number of retail outlets (AC Neilsen –
2001)
– Supermarkets by 27%
– Groceries by 35%
5. 6. Organic Rice (2 and 5 kgs), Heirloom Traditional
Filipino Rice (1, and 2 kgs), and Whole
Mascobado Sugar (1/2 and 1 kg)
7. Price varies from different packages, kilogram,
and market outlets.
8. Events, exhibits, and small shops.
9. In Supermarkets located in Makati, and nearby
home-base provinces such as Pangasinan,
Tarlac, and Nueva Ecija.
10. “A Credible Organic Agriculture Producer in the
Philippines”
Steps 6 to 10
Summary headline of your PTM and market
6. 1. Describe the primary target market (PTM)
• Ages 35 to 80: Male and Female, ABC class,
Parents.
• Professionals/Club Members/ Middle Aged
Parents, Health Conscious/ Advocate of for a
Better Environment
• Whole Family Rice needs, All meals, Sweets
like beverages, pastries, snacks food, and
People on Special diet.
7. 2. My PTM’s NWD
Needs from Maslow’s hierarchy (need for
wholesome, safe and healthy food)
Wants determine choice (wants something
different – natural, soft, short, aromatic,
eating quality, chunky, high fiber, highly
pigmented, color, and safe food)
Demands for them to buy the product (Good
quality, Something different, and credible
producers)
8. Describe your PTM needs
8
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th
ed, Philip Kotler
Something different,
Advocacy for the
Environment
Food, safe food
Wholesome and
healthy food
9. 2. PTM’s needs, wants & demands
Needs: Physiological Needs - Food (Rice and Sugar),
Safety Needs – Wholesome, Safe and Healthy
Food, Self-development and self-realization –
Something different, Advocacy for the
Environment)
Wants: Highly pigmented Rice, natural, soft, short
grains, eating quality, chunky, high fiber.
Demands: Heirloom Traditional variety rice (short
grains and aromatic), Highly pigmented, soft and
chunky, and supervised by Ross O. Quin (1 of the
top 10 Organic Agriculture Advocate in the
Philippines – Organic Matters Magazine, 2005)
10. 3a. Competitors
• Direct Competitors: Pecuaria, F &C, Plan, Full
of Grace – are already in the market since the
year 2000.
• Indirect Competitors: Harvester, Mrs. Lam,
Vita, Imported Brand rice, and Jordan Farm –
using conventionally grown crops, processed
similar to Organic Products.
• Variables: Packaging, quality, brand, variety,
visualization, and benefits.
11. Low
Price
0-20 yrs 21-35 yrs 36-49 yrs 50yrs up
High
price
Health
Benefits
Indirect Competitors:
Specialized Imported Varieties
Indirect Competitors:
local varieties
PecuariaFull of Grace
Price vs. Age Matrix
Pecuaria
F&C
F&C
D’ Bessfood
3b. Create 2 Positioning Maps
12. Example of a benefit positioning vs. brand
map for Organic Products
Benefit Positioning vs. Brand Matrix
as of 2011
Functional Benefit Mrs. Lam Harvester Vita
Imported
Rice
Jordan
Farm F&C
D'
Bessfood Pecuaria
Full of
Grace
GoodEatingQuality
Visulaization
Aroma
HighPigmentation
Chunky
Golden Brown Color
Highfiber
Healthy andSafe
Heirloom Rice
Friendly to Environment
13. 4. Identify the gap between customers and
competition
Where is the marketing opportunity? High fiber,
high-pigmentation organic rice that gives high
health benefits for people that needs high fiber
food and rich in antioxidant.
What NWDs are not being addressed? Producing
high fiber, chunky, high-pigmentation, and
heirloom organic rice.
What can be the unique selling proposition for the
new product (totally new or repositioned.) Super
Rice for clean stomach and strong immune
system (High fiber cleans the colon, High natural
pigmentation builds strong immune system.
14. 5a. Estimate the market size using competitor data
1. International Food Policy Research Institute - Trend over
past 20 years : Supermarket had major impact on Agri
Food Supply Chain – Shift in the distribution power in
agri-supply chains
2. Manufacturers vs Global Supermarket Chains – Global
Supply Chains/Private standards and systems are
affecting the rural developments
3. Farmers and processors are losing access to markets
4. South East Asia 30% growth in supermarkets inlast 5
years
5. Retail Market Indicators = Sales Growth
• 2004-05 = 11% 2005-06 = 22% (planet retail)
15. 5b. Estimate the market size using company
data
a. Everything leads back to supermarket as the major
channels of trade, as processors would also pass on to
farmers-suppliers the supermarket requirement on them;
b. Trend all over the world
c. Factors that led to this
1. Rapid urbanization, growth in disposable income,
2. Increasing working women, Increase Credit Card usage
3. Increased investments from chain retailers
4. Modernization of procurement
d. Supermarket Products are going beyond the processed as
the volume of retail trade in flowers – fruits - fresh
vegetables increase
– Projected Retail Shares = 59% fruits, 55% vegetable
16. 5c. Estimate the market size using customer
data
1. Usage per day or per year
Items Per Person
Per
Household Per Month Per Year
Organic Rice ½ kg per
day
2 kg per
day
60 kgs 720 kgs
Heirloom
Traditional Rice
½ kg per
day
2 kg per
day
60 kgs 720 kgs
Mascobado
Sugar
1/8 kg per
day
¼ kg per
day
3 kgs 90 kgs
17. 5. Decide on market size in pesos, not in number
of people
1. Competitor data= PhP 132 Million of CBE
products traded per year
2. Company data = PhP 12 Million potential
market per year
3. Customer Usage data =
– Organic Rice 720kgsXP50X5,000= P180Million
– Heirloom Rice – 720kgsXP65X1,500= P70.2Million
– Mascobado – 90kgsXP94X5,000= P42.3Milliom
25. 8a. Which of these modes does your
product use?
** Pls. rank most used, 1-highest use
1
1
1
0
0
0
0
2
26. 8a. Your products Promotions
Describe what you propose to do/ product
is currently doing vs. the 8 modes of
communications.
–Events and Experience
–Direct Marketing
–Personal Selling
–Word of Mouth
28. 8b. Competitor promo
Show also how your key competitors communicate
Their commercials
– Events and Experiences
– Direct Marketing
– Personal Selling
– Word of Mouth
Their websites - none
And why your communication stands out:
“We are not just merely working for a company. We are
the Company itself”.
29. 9. Place
• Where is your product available?
– Supermarkets - CSI – Pangasinan (4
Supermarkets), Red Camia Supermarket (3
Supermarkets), Landmark in Makati and Trinoma,
OPTA Organic Store.
– key areas only – Pangasinan, Tarlac, Makati,
Quezon City, Baguio, Nueva Ecija.
– Method of delivery – Direct to Supermarkets.
30. 10. What is the generic winning strategy?
Which of the 4 strategies are being used? (bold
and underline to most dominant strategy)
– Low Cost Producer
– Supply and Distribution Leverage
– Differentiation
– Niche
32. Steps 1 to 5
Summary headline of your PTM and market
1. D’ Bessfood Organic Products target Consumers who
are looking for healthy and safe food, young
professionals, and with development-related
sickness.
2. Safe, healthy and Organic Food.
3. Available brands: Pecuaria, F &C, Plan, Full of Grace.
4. All brands offer organic rice and mascobado coming
from the improved HYV varieties.
5. Increase in number of retail outlets (AC Neilsen –
2001)
– Supermarkets by 27%
– Groceries by 35% How big is the market (3Cs)
33. 6. Organic Rice (2 and 5 kgs), Heirloom Traditional
Filipino Rice (1, 2, and 5 kgs), and Whole
Mascobado Sugar (1/2 and 1 kg)
7. Price varies from different packages, kilogram,
and market outlets.
8. Events, exhibits, and small shops.
9. In Supermarkets located in Makati, and nearby
home-base provinces such as Pangasinan,
Tarlac, and Nueva Ecija.
10. “A Credible Organic Agriculture Producer in the
Philippines”
Steps 6 to 10
Summary headline of your PTM and market