Pannasatra University of Cambodia

Proposal (Organic products)

Marketing Plan
 Healthy Foods (Love your life, Love your foods)

 Instructor: Sann Sourharo

 Group Number 3
• Khuon Lina
• Pin Keany
• Roeun Nakry
• Sean Theary
 Content
1. Purpose and Mission
2. Situational Analysis
3. Competition Analysis
4. Summary of Current Situation
5. Marketing Strategy
6. Marketing Objective
7. Tactical Marketing Programs
8. Budgeting Performance Analysis And
Implementation
9. Conclusion
Purpose and Mission
Purpose of Marketing plan:

• we care about people health, And we want to

provide them with the good foods that have no
chemical involve. And we want to see people in our
society are healthy.

• And we want to improve on the agriculture.

Mission Statement
• Agriculture: growing vegetables and fruit
without chemicals. Using the natural ways to
keep the product grow well. Convince people
interest more on agriculture.
• Encourage: convince all the famers to improve
on their growing with chemicals involve, an
offer them with a fair price to return their good
work good and hard work.
 Situational Analysis

Product Analysis

• Product Attributes (vegetables, fruits, Meat,

Fish. Products Analysis
People
Name of goods need Sale Opportunity
Vegetables 100% High
Fruits 70% medium
Meats 98% High
Fish 90% High
Ingredient 50% low
Creating house whole growing
• Tomatoes
• Eggplant
• Chilli
• Basil
Creating pie
• Salad
• Cabbage
• Brig onion
Long roll creating
• Green water
• Eggplant
• Tomatoes
• cucumber
Bean roll
Competition Analysis

• Target markets served ( special giving, Ex,

discount if they buy a lot, and member card)

• Product attributes ( keep the products in fresh )

• shop desinging .
 Summary of Current
Situation
• Strengths: We have learned a new technique to plant the crop
easily with a small space and low budget. Good location.
• Weaknesses
• The price is higher than traditional markets
• Has no experience in this field
• Limited capital to expand our business
• Opportunities
• Less competitors
• People start to care more about their health
• Threats
• New industry
• Too close to traditional market
• Other people will imitate us and open an organic shop in these
areas.
Marketing Strategies
• Objective

Create customer awareness for

our Organic product s in the
Phnom Penh market.

Gathering customer’ respond

to our product.

Acquire sales revenues of

$6,000. (In 6 months)
 Product
Strategy

Promotion Strategies Price

Strategy Strategy

Distribution
Strategy
Product Stategy
Healthier life

Nutritious

Customer Education
Price Strategy
Distribution
 Radio

F.tasting Promotion Sale

Web-page
4. Tactical Marketing Program
1) Target Marketing: Khmer and Foreigner
2) Product: Kind of Product and how to get it?
3) Promotion: Discount and free for tasting
4) Advertisement: Radio, poster, banner, tuktuk,
and website/facebook.
5) Pricing: Markup 50% of product price.
The marketing Budget
• In order to promote our business and make it
more successful, we decide to advertise our
company through the following various
methods:
• Tuk Tuk: $30/ month x 10 vehicles= $300
• Radio: $25 per 5 minutes x 28 days= $700
• Websites Khmer24: $30 per month
• Brochures: $100
• Total cost: $1130
Performance Analysis
• Break-even is the point of zero loss or profit.
• Fix Cost:
• Rent House:$700/months
• Hire Staffs: 3 people x $150/month =$450
• Equipment and Facility: $200/12months/5years =
$3.3.
• Computer and billing system:
$1000/12months/5years= 16.6.
• Advertisement: $1130
• Internet: $12.
• Total Fix Cost: $2311.6
Performance Analysis
• Variable Cost:
• Electricity: $50/month.
• Water: $10/month.
• Rubbish Collection: $5,
• supplies(vegetable and fruit): $300
• Total Variable Cost: $365
• Variable cost per unit= 365/2000 = 0.18
Performance Analysis
• Break-even Sales Units = x =FC/(p − v)
• where :
• p is the price per unit,
x is the number of units,
v is variable cost per unit and
FC is total fixed cost.
• x=2311.6/($2-0.18)= 1269 units
• Break-even Sales Dollars = Price per Unit ×
Break-even Sales Units = $2 x 1269 = $2539
Performance Analysis
Implementation
• we have to make strict control, check more often
and try to persuade them to use natural farming
methods.
• check with stock controller to check products
that are nearly broken or expire to make some
strategies like promotion or discount or anyways
to sell them out.
• knowing suitable time to order new products
into stock and especially knowing about what
season or trend that has higher demand.
Implementation
• Always contact with the distributors, make sure
that they put our products in the market and
encourage their customers to support our
product.
• Have a good relationship with them and provide
them more benefit to keep in touch last longer.
• Have good management skill in order to lead or
guide the way to subordinates to enjoy their
work by motivation skill.
Implementation
• Create some policies to work more effectively
such as:
• All employee must be friendly and warming
welcome to customers
• Provide good service to satisfy customer need
• Be honest and responsible on work
• Come to work on time and not leave early
• Do not doing something that not related to their
own duty like talking phone or text message so
often and take long time…etc.
Additional Consideration

• Internal Factors:
 Low capital to buy land for planting the crops
 Lack of professional skill
 Our products are 100% not contain chemical
substance, so they cannot be kept for long time
 Organic planting result in low production
Additional Consideration (cont)

• External Factors
• Only medium and high class people and people
concerned with healthcare are willing to buy
organic products
• people will not believe us easily that our
products are 100% chemical free.
• The farmer that we do the cooperation with may
cheat us to use the chemical
• Organic products are hard to compete with
products in the market
Additional Consideration (cont)

• Research Limitations
• Some people just reply with fake information
• Difficult to get the information from competitors
• The Research by observation can be bias
• Employ more people to do the survey will result
into higher expense
• Negative comment on website may affect our
reputation.