agriculture industry | organic food

1. ORGO-HEALTH:
MARKETING PLAN
P R E S E N T E D B Y :
M B A ( 2 N D S E M , M O R N I N G ) ; S E C - B
P R A D E E P
R A K E S H
R A M A N
R U C H I K A

2. CONTENTS
• Product description
• Objectives
• Situational analysis
• Marketing strategy
• Marketing mix
• Implementation and Control

3. PRODUCT DESCRIPTION
Orgo-health offer its customers organic and locally grown produce,
chemical- and preservative-free fruits. The products are:
• Free of artificial preservatives.
• Free of artificial colours.
• Free of chemical additives.
• Organically grown.
• The least processed or unadulterated version available.
• Non-irradiated.
Our products are healthy alternatives to the products available at
conventional grocery chains. The store is located at near-by
shopping complex and local store market.

4. OBJECTIVES
Fruits are highly regarded for their variety, convenience and
health benefits. With more consumers embracing new flavours
and healthy snacks, fresh-cut fruits are well positioned to
benefit from this trend.
Our objective:
• Support organic farming innovations and new packaging
designs to raise product’s sales.
• Provide our customers with the freshest, organically grown
fruits.
• Offer fruits without artificial colours, flavours, or additives.

5. MARKETING PLAN

6. 1. SITUATION ANALYSIS
An analysis of the external environment and an internal analysis
of the product itself.
• 5 C Analysis - company, customers, competitors, collaborators,
climate. Company represents the internal situation; the other
four cover aspects of the external situation.
• SWOT analysis - strengths, weaknesses, opportunities, and
threats - for the internal and external situation. A SWOT
analysis can be used to condense the situation analysis into a
listing of the most relevant problems and opportunities and to
assess how well the firm is equipped to deal with them.

7. 1.1 5-C ANALYSIS
•Provide our customers with the freshest, organically grown fruits.
•Offer foods without artificial colours, flavours, or additives.
•Support organic farms that keep our earth and water pure.
company
•Wide choice of natural and pure fruits to keep them healthy.
•Free and instant home delivery.
•All products will be competitively priced relative to comparable local or online vendors, supermarket, etc.
customers
•Local fruit/vegetable vendors
•Super markets
•Online fruit/vegetable vendors
competitors
•Organic farmscollaboration
•Adapting TQM, CSR
•Use recent communication technology for easier reachability
•Changing attitude towards organic farming
context

8. 1.2 SWOT ANALYSIS
STRENGHTS
• Fresh market
• Organic elements ensured
• Own transport
• Presence of occasional discounts
WEAKNESS
• Very unfamiliar concept
• Insufficient popularity of organic product
• Lack of distinct mark of identity of organic
OPPORTUNITIES
• Increasing the range of products available in
trade chains
• Increase organic production
THREATS
• Contraction in demand due to high prices of
products
• Contraction in consumption due to presence of
many fakes and imitations
• Competitors' change in action
SWOT ANALYSIS

9. 2. MARKETING STRATEGY
Market research will provide specific market information that
will permit the firm to select the target market segment and
optimally position the offering within that segment. The result
is a value proposition to the target market. The marketing
strategy then involves:
• Segmentation.
• Targeting (target market selection).
• Positioning the product within the target market.
• Value proposition to the target market.

10. 2.1 SEGMENTATION
Geographical
• Authorized
shops in Delhi
• Located near
by local store
market and
malls
• Major area
covered:
suburban
Demographical
• Any age group
• Medium- High
income group
• Popular
among health
conscious
people
Psychographic
• Healthy eating
habits
• Pesticide
conscious
Behavioral
• Seasonal fruits
available with
discounts
• Best way to
keep fit

11. 2.2 TARGETING
PRIMARY MARKET:
• Consumers who are pesticide conscious
SECONDARY MARKET:
• Young adults who are health conscious
• Suburban consumers who are going all natural way

12. 2.3 POSITIONING
• Premium Outlet
positioning – selling a
lifestyle that matches
consumers social
advancement and filling
the gap of enjoying
healthy fruits in a cosy
and upscale location.

13. 2.4 VALUE PROPOSITIONFEATURES
• Organic
technique
• Free from
pesticides
BENEFITS
• Healthy
• Fresh
BRAND
VALUE
• Environmen
tal friendly
Selling variety of fresh
and healthy fruits
available in India
which are organically
grown

14. 3. MARKETING MIX
4P’s
PRODUCT
•Offer quality product
•All season fruits available
PRICE
•High price perception
among customers
•Comparable to competitors
in actual scenario
•Price sensitive offering
PROMOTION
•Print, TV, SMS, direct mail,
special offers and discount
promotion through
WhatsApp and Social
media.
PLACE
•Authorized shops in Delhi

16. 4. IMPLEMENTATION AND CONTROL
• IMPLEMENTATION:
To achieve our desired goals and control budget all the
strategies will be kept in mind for implementation.
• CONTROL:
The following areas will be monitored very closely:
1. Revenue: monthly and annual.
2. Expenses: monthly and annual.
3. Client feedback
4. Improvement in product/business