Marketting Plan For Organic Vally

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MARKETTING PLAN FOR ORGANIC VALLY1MARKETTING PLAN FOR ORGANIC VALLYYour final portfolio for the class will be to create a marketing plan for the company of your choice. You will need toselect a company that you have not used for your other assignments in the class. Your plan information shouldaddress all areas covered in this course for a marketing plan. The Company-Business Profileslink found in theLibrary under the How to Find section, is a great place to look for company information for this assignment.Use the marketing plan that is linked below and that is required reading for this module for your final portfolio projectas a broad guide. The marketing plan document is essential to business strategy and is a focal point of thisintroductory class. The essential information of a marketing plan is outlined in this document and will serve as theblueprint for your portfolio project due this week.Executive SummaryThis provides a busy executive everything he/she needs to know toinvest (or not) in your proposal.It captures yourkey proposal and recommendations/decisionfactors, andprojected outcomesof the plan’s recommendations)(1/2 page)Company Overview. (1/2-1 page)Situational analysis(includes a SWOTanalysis; identifyat least 2 significant factors for eachof the 4 SWOT components. Identify applicabletrendsthat are statistically supported.Competitiveanalysis:create a comparative chartand discuss key aspects. (1-2 pages)Identify objectivesor goals; briefly describe your proposal…describe what’s new and why.What is the opportunity to be addressed or the problem to be solved?(1/2–1 page)STDP-Segmentationcriteria;Targeting-roughlysize your target market;Differentiation-how is your product/service different from your competition?;Positioning-what do you want yourcustomer to think of regarding your brand, product, proposed product?)…take an analyticalapproach to this section.How willmarketing researchbe used to supportthe planning,implementation, and monitoring process?What research methodologies will be used?Create atleast one perceptual map(as applied to differentiation or positioning). ( 2 pages)Marketing strategy: Explain and support yourmarketing mixcomponent decisions (4P’s),using academic concepts and academic reference sources.Add a sub-sectionon ethicaland/or legal factors, plus CSR (corporate social responsibility) strategy summary.(1-2pages)Financial projections.Present a summary spreadsheet. For example: years 1,2, and 3 unitssold, sales volumes. Estimate marketing expenses for promotions/advertising. What is the projectedtimeline of theproduct life cycle’sintroduction and also growth stage?( 1 page)Implementation plan:specificseries of tactics and steps that will be taken(primarilyfocused on distribution, marketing communications, promotion, PR, etc.) .Create a chartdepictingyour advertising/promotion plan with actions, time frame, media choice, etc.IncludeaMarketingTechnologysub-section:How will marketing technology be used throughout themarketing process:marketing research, communications, promotions, monitoring, etc. (2 pages)Evaluation and control metrics:How will you monitor progress of outcomes in your plan?How will you define and measure success?Connect these to your objectives and goals. (1/2-1page)Conclusion(1 paragraph)

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MARKETTING PLAN FOR ORGANIC VALLY2Assignment GradingCourse: NameMarketingPlan for Organic ValleyYours NameProfessor’s Name [optional]UniversityMarketing Plan for Organic ValleyExecutive SummaryOrganic Valley is one of the largest cooperative farmer organization which is offering theorganic healthy products like mil products, chicken products etc. This marketing proposal targetskey aspect of business that is targeting customers through on-line marketing and associatingthem with the organization. Two latest on-line marketing techniques–Social media marketingand mobile e-marketing are proposed as a marketing solution to target the customers form all thesegments. Budget required for this marketing plan is very less compared to direct marketing costof organization. Expected outcome will the increment in the sales by 25% and association of thecustomers with the organization.Company OverviewOrganic Valley is a cooperative organization of farmers based in La Farge, Wisconsin, UnitedStates. The organization was founded in the 1988 at the time where family farms were going toextinct due to heavy industrialization. The industry in which this organization is operating isAgricultural cooperative industry. Current CEIEIO of this cooperative is George Siemon. In the1988 with the local area farmers, he created the Coulee Region Organic Produce Pool (CROPP)to ensure the good food quality and to maintain a clean environment. As a CEO George Siemon

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MARKETTING PLAN FOR ORGANIC VALLY3used his leadership in organizing local farmers and creating the market support for organicagriculture product across the countryCurrently it is the largest organic farmer cooperative in the world."The mission ofCROPP is to create and operate a marketing cooperative that promotes regional farm diversityand economic stability by the means of organic agricultural methods and the sale of certifiedorganic products"(). Now it is officering many organic products like cheese, Butter, orange juice,milk, soy, eggs etc. As per the 2012 annual sales report the exact revenue was $928 million.Organic valley exports products in 27 countries including Canada, Japan and China. In US itoffers products in most of the sates.It has 800 full time employee and almost 1850 farmers those are continuously workingfor improvement of the organic products as of 2014 reports. Today organic valley has becomeone of the nation's largest producers and distributors of organic products like dairy products,eggs etc. Along with these products Under the Organic Prairie brand it also do distribution ofpork, beef, turkey, and chicken products.. In 2009, Organic Valley launched a partnership withStonyfield Farm and HP Hood agreeing to license the Stony field fluid milk brand, and managesales and distribution.. This organization is growing with a very good pace as in the 2003 totalsales were $156 million and in 2013 it reached to $928 millions.Objectives of Marketing PlanThe goal of this marketing plan is in lined with the actual goals of organization. Goal is toensure the availability of organic products for everyone in the world by producing and deliveringthe most nutritious and best tasting food item by empowering the farmer. This marketing planproposes on-line marketing of the products by using the on-line advertisement and with the use

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MARKETTING PLAN FOR ORGANIC VALLY4of social media along with the various off-line medium of marketing. This proposal ensures thatevery customer gets the proper information about the organic valley products and can also takepart in cooperative by providing the feedback for the products. It will ensure the association ofthe customers with the organization. On-line marketing will remove the physical boundaries andhuge customer segment of Asian and European market will be targeted to increase the overallsales of organic product.Currently Organic valley is offering service to limited number of customers as in themarket there is not so much promotion is taking place of the organic products. A big part ofcustomer is not aware about the products, products quality and the importance of using theseorganic and health products. Due to lack of awareness customers are continuously buying the oldproducts that are not good for them. By this new marketing plan Organic Valley will be able toaware the customers about all their products like milk, eggs, cheese, etc. organization will beable to show cases the superiority of its products as all products are made in best possibleorganic process which is suitable for customers health and also to ensure the good environmentalso.Through this marketing plan of on-line marketing organization will be able to connectwith their customers effectively. By using social media marketing all new products and existingproducts details will be there for customers. By making customer aware about the product and itsgood quality organization will be able to target new customers. Issue of promoting new productsin the market will be directly resolved with this new marketing plan.Situational analysisSWOT Analysis is best way to access the current situation of the organization. Itidentifies the current strength, weakness along with the opportunities and threats. The below

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