This document provides a marketing plan for an Android app called AgreeCulture Basket. It aims to help farmers sell their crops and generate more income. The app will provide weather updates, connect farmers to buyers, and educate users on agriculture policies and practices. It targets farmers, individual customers, and restaurants. Key features will include local markets, product reviews, delivery scheduling, and farming/cooking videos. The plan outlines company and market overviews, target customers, app features, goals, competitors, and a process schedule for launching the pilot. The overall goal is to establish a profitable platform that benefits farmers and food consumers.

1. AgreeCulture Basket
Marketing Plan for Android App

2. Executive Summary
Agricultural products/agriculture primarily contribute
sectors in the country’s Gross Domestic Product (GDP),
which was 51.9 per cent in 1950-51, has come down to 13.7
per cent in 2012-13. That contribution is absolutely low for
a sector that employs about 50 per cent of the country’s
population. This is mainly due to the farmers’ inability to
generate income from their crops and curb their growing
debt.

3. Situation
Analysis
Company overview
Market overview
Target customers

4. Company Overview
• Developing a profitable business android application through
the use of their two competitive advantages, quality and
flexibility.
• Ultimate quality coupled with the flexibility of a small,
local grower will allow it to exploit the opportunity in the
current market.

5. Market OVERVIEW
• India is now the fastest growing major smartphone market in the
world by 2020, it is estimated that mobile internet penetration
rate will reach 44% of the population.
• With increasing smartphone adoption creating a base of
potential new mobile internet users, there is a significant
opportunity for service providers to extend the value
proposition.
• For the rural population, the ability to access mobile
applications can help address literacy issues and deliver
information in a more personalized and engaging way.

6. Target Customers
Selecting target customers by considering profiles of
geographic, demographic and behavior factors.
 Farmers
 Individual Customers
 Restaurants

7. Farmers
• The deployment of a marketplace, an electronic platform
allowing farmers to sell their produce to buyers in the
country.
• Day to Day weather analysis.
• Constant up gradation of government agriculture policies and
crop insurance scheme compensating farmers’ yield loss due to
climate shocks.
• Mentor help through voice recordings.

8. APPLICATION FEATURES
Weather
Updates
Selling option,
Market
Review
Mentor Help
Weather
Updates
Notices,
NEWS and
Policies

9. Individual Customers
Geographic:
• The immediate target is the city population.
• City geographic area is in need of the products.
Demographic:
• Singles and families.
• Ages 25-50, this segment makes up 53%.
• Have a constant household income.
• Tend to patronize higher-quality restaurants.
• Are cognizant about their health.
Behavior Factors:
• Are willing to pay a premium for higher quality vegetables and fruits.

10. Restaurants
Geographic:
• Restaurants in targeted city.
• City geographic area.
Demographics
• Male and female.
• Single and families.
• Income generating restaurants.
• Tend to eat out at least once a week.
• Tend to patronize higher-quality restaurants.
Behavior factors
• Are health conscious.
• Enjoy a high-quality meal without the mess of making it themselves.

11. APPLICATION FEATURES
Markets/Fields
nearby Buy Products
Retailer
Review
Cooking
Videos
Schedule

12. Goal
 Providing products considering Health factors.
 Constant market supply.
 User friendly and easy purchasing.
 Transparent product reviews
 Best possible prices
 Schedule Delivery

14. Flexibility in needs.
High-quality product offerings
Higher than industry margins
due to efficiencies.
low brand equity.
A limited marketing budget
Less flexibility when near full
production.
Growing market with a
significant percentage.
Ability to develop long-term
commercial contracts
already established competitor
 Health issues
Poor weather
Analysis

15. Collaborators
 Domestic Retailers
 Weather forecasting agencies
 Banks and Insurance institutes.
 Government agriculture sector units.
 Delivery agencies.

16. Competitors
 Supermarkets
 local farmers
 Large distributors

17. Context
• Change in farming and selling products.
• Generate repeat business.
• Best products supply.
• Increase the transactions amount per
customer.
• Positive use of government schemes and
policies.
• Increase the number of restaurant accounts.

19. Customer Value Proportion
 Customer Satisfaction
 Different languages operation
 Scheduled Delivery
 Initial discounts and free delivery options.

20. Company Value Proportion
 Expenses allocation
 Revenue: Increment in monthly and yearly bases.
 Repeat business

21. Tactics

22. Brand Objectives
Marketing:
• Maintain positive, steady growth each month.
• Generate brand equity at the Farmer's Market as well as
within the individual and commercial restaurant market.
• Improving experience of new customers.
Financial:
• Constant increase in gain margin (2%-7%).
• Decrease in transportation charges.

23. AgreeCulture Basket

24. Product
 Easy and secured android application.
 Techniques of farming and cooking videos.
 Accurate weather report.
 Quality products.

25. Price
 Free Android application.
 Upgradation to premium by 2$ for cooking videos and schedule
delivery.
 Consumers may purchase any amount of products, restaurants
must purchase minimum of three kilograms.

26. Place (Distribution)
“Customer must be satisfied, even with low profits”
• Initial phase restaurants will have delivery system.
• With a gain margin of 2% products will be delivered to the
individual customers in major cities.
• Retailer storage area at certain places will be provided
with a gain margin of 5-8% in second phase.

27. Promotion and Advertisement
• Digital and analog advertisements.
• Awareness drives in rural areas.
• Increasing retailers awareness.
• Providing discount price for initial customers.
• Networking will be used to increase visibility in market.

29. Risks
• Problems generating visibility.
• An already established competitor.
• Poor weather conditions.
• Determining that the business cannot support itself on an
ongoing basis.
• Delivery services execution.

30. Processes and
schedule

31. Tasks Responsible Start End Days Status
Prerequisites
Set kick-off Meeting Managing director 5 days C/N
Agree on objectives Team members 15 days C/N
Infrastructure and Application development
Details Required Marketing director 25 days C/N
Finalize android application Technical officer 25 days C/N
Farmers awareness drive
Awareness and training Sales and marketing officer 15 days C/N
Man power Recruitment
Staffing Human Resources officer 15 days C/N
Advertisement and collaborators
Collaborations Team 20 days C/N
Promotion Marketing officer 60 days C/N
Pilot launch
Technical Requests Technical team 30 days C/N
DB development Technical team C/N
UI client Technical team C/N
Dev. Complete Technical team C/N
Testing Technical team C/N
Launch

32. DISCLAIMER