GROWING READY SEEDLING CORP.

"GROWING OUR FUTURE!”

GROWING READY SEEDLING CORP.
 Growing Ready Seedling Corp.
Marketing Objectives and Strategy

To the retailer in the agricultural sector, for example, it is selling seedling along
with other inputs to the farmer. To the farmer it is simply selling what he
produces on his farm. However, whatever the circumstances, a well-defined
sequence of events has to take place to promote the product and to put it in
the right place, at the right time and at the right price for a sale to be made.
Too many people think of marketing solely in terms of the advertising and
selling of goods, whereas in reality marketing starts long before the goods
exist and continues long after they are sold. Therefore, for the marketing
process to be successful: the farmer consumer's needs must be satisfied; the
seedling company's objectives must be realized.
THE PROMOTIONAL ACTIVITIES

Resources invested in variety development and seedling production will be

wasted if farmers are not persuaded to use the improved varieties. All
promotional activities involve sending messages to the distributors and
consumers in order to inform them about a company's products and help
them to make their decision to buy a particular variety or brand of seedling.
Advertisements Messages sent via the media to inform and influence the
farmer Sales promotions Specific techniques designed to increase sales of
particular seedlings Personal selling The importance of salesmanship
Publicity and public relations Generalized communication which is designed
to promote the company's image rather than that of specific seedlings.
Extension Farmers in developing countries have certain characteristics:
They have low purchasing power coupled with a low rate of return from
farming. They are generally conservative and therefore are slow to adopt
new products. They may not be well informed. They often lack mobility
and the means to transport goods. It should also be recognized that
educational and literacy standards will not always be high in rural
communities. The use of visual material will help to overcome some
communication problems. In all forms of communication, companies
should always try to make the subject of seedlings interesting and
relevant to the consumer.
 Executive Summary
Growing Ready Seedling Corp. is the first and largest professional seedling nursery in
the Philippines. The company was established in 2009 to help improve horticultural
practices by offering year-round availability of safe, healthy and quality vegetable
plants. Since then, Growing Ready the lead in the industry it has created offering
innovative products and services resulting to great benefits to farmers to include
growing convenience, less risk and higher production success.
Products and Services

Eggplant

Papaya

Tomato

Flowers
Pepper - Hot
Drive Products

Focus

Grafted Ampalaya
Mission

To provide the best quality seedlings that will help increase the income of the
farmers.

Vision

Growing Ready Seedling Corp. vision is to be the best seedling growers in the
Philippines.
CROP MAP

LUZON Planted Area

Crops (‘000 Has)
Rice 2640
Veges. 220
Banana 32
Mango 84
VISAYAS Onion 13
Maize 2692
Total 6340

MINDANAO
Situation and Trends
Macro
● Philippine economy to contract by 7.3% in 2020 due to subdued consumption
and investment brought by Covid-19 pandemic. Recovery may be slow and
fragile for the rest of the year
● 6.5% growth rebound is expected in 2021 as the covid virus is contained,
economy opened, government stimulus implemented
● Philippine inflation is forecasted to 2.4 percent in 2020 and 2.6 percent in
2021, as global oil prices stabilize.
● Current Philippine population is 108.7 Mio, growing 1.38% p.a. Working age
population 72.8Mio
Situation and Trends
Agriculture
● 40% of Filipinos work in agriculture and contributes an average of 20 percent
to GDP
● Mostly smallholder farmers, ave farm size 0.3-0.5 ha, ave age is 57 years old
● Multi crop growers – lowland (eggplant, tomato, bitter gourd); highland
(potato, cabbage, carrots)
● Farmers source of info - fellow farmers, company reps, dealers, technicians,
social media (increasing)
● Purchased vegetable seedlings is growing (led by Growing Ready and
mushrooming local nurseries)
● Increasing Grafted Seedlings adoption – bittergourd
Situation and Trends
● Health conscious Filipinos
● Online, digital transformation in veggie food chain
● Interest of international vegetable seedling companies in PH market – i.e.
Bergearth (Japan) , Agrilever (Israel)
SWOT
STRENGTHS
● Pioneer and market leader
● Strong brand, best quality and innovative products
● Market shaper of grafted technology (bitter gourd)
● Manpower presence in key veggie markets
OPPORTUNITIES
● Growing popularity of grafted bittergourd
● New Product Pipeline - grafted tomato, grafted
bottle gourd, grafted watermelon
● Expansion in new markets – Cagayan Valley, Ilocos,
Bicol, Mindoro
● Government 60B proposed stimulus budget for
Covid response
● Interest on Home and urban garden, ornamentals
WEAKNESSES
● Distribution limitation - Limited reach in VISMIN
● High prices of seedlings (40% premium)
● Inadequate greenhouse space during peak
season
● Relatively new Field Force
THREATS
● Lingering effects of Covid 19 – can extend in
2021
● Mushrooming local nurseries (very cheap prices)
● International seedling nurseries (i.e. Bergearth,
Agrilever)
● Pests and diseases
● Piracy of star employees, IP security
● Climate change
SALES DEVELOPMENT
Our Ambition
Key Strategy
MARKETING

● Users - strengthen market position, relationship building campaigns, loyalty

programs, deepen market info, user database

○ Defend and strengthen position in established markets NE, Bulacan, Pampanga, Batangas,
Laguna

● Non-Users - convert to Growing Ready users (priority)

○ Accelerate market penetration - Isabela, Bicol and Mindoro

Key Strategy

● Branding of Growing Ready

● Digital marketing – FB, website,

● First to market – first mover advantage

○ Expand in Bicol, Mindoro, Cagayan Valley and in the future VisMin

● Intensify development of Growing Ready Concept Stores, home and urban

gardening

● Explore opportunities in gov’t stimulus spending - 60B allocated for agri

Pricing Strategy
● 2021 Selective Price increase – Grafted Bitter gourd (13%), EP/HP (5%),
TOM (6%), small pots/big pots (5-8%), flowers (10-13%)

● Premium Pricing, emphasize quality and leadership image

● Dynamic Pricing