Easefarming

Market Penetration Strategy for an Online

Aggregator in the Farming Sector
This document outlines a comprehensive Go-To-Market (GTM) strategy for the
online aggregator to effectively penetrate and capture the farming sector
market.
Market Analysis:

Purchasing Behavior: Conduct surveys or partner with agricultural

associations to understand farmer preferences. Analyze factors like
frequency of purchase, decision-making process (individual vs.
community), and preferred information sources.

Technology Adoption: Assess the level of internet and smartphone

penetration among the target farmers. Consider variations based on age,
location, and farm size. Partner with telecom companies to offer data
bundles or subsidized smartphones.

Effectiveness of Existing Channels: Evaluate the strengths and

weaknesses of traditional retail stores in terms of accessibility, credit
facilities, personalized advice, and product demonstrations. Analyze the
online presence of existing agricultural suppliers.

Strategy Formulation:

Digital Marketing Initiatives:

Social Media: Leverage local Facebook groups, agricultural forums, and

platforms like WhatsApp to share informative content (planting tips,
weather updates) alongside targeted advertising campaigns with clear
CTAs (call to action).

Search Engine Optimization (SEO): Focus on keywords related to

specific crops, farm needs, and regions. Create localized landing pages
with relevant and trusted information.

Content Marketing: Develop blog posts, infographics, and video

tutorials (in local languages) addressing farmer pain points and
showcasing the benefits of the online platform (convenience, price
comparison, etc.).

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 Mobile Marketing: Develop a user-friendly mobile app for easy order
placement, tracking, and customer support. Utilize SMS marketing for
order confirmations, promotions, and educational content.

Influencer Marketing Collaboration:

Identify micro-influencers (local farmers, agricultural experts) with

strong followings and genuine connections to the target audience.

Collaborate on content creation (product reviews, testimonials, field

demonstrations) leveraging their expertise and trust with the
community.

Consider sponsoring online events or webinars hosted by influencers

on topics relevant to the target farmers.

Bridging the Online-Offline Gap:

Partnerships with Local Stores: Establish partnerships with existing

agricultural stores. Farmers can browse and order online, with
fulfillment happening through the local store for a familiar touchpoint.
Train store personnel on the online platform to address basic queries.

On-Ground Promotional Events: Organize farmer meet-ups,

workshops, and product demonstrations in rural areas. Offer limited-
time discounts or free samples to incentivize online purchases.

Rural Kiosks with Assisted Ordering: Partner with local community

centers or cooperatives to set up kiosks with tablets or internet-
connected computers. Train personnel to assist farmers in browsing the
online platform and placing orders.

Customer Trust and Loyalty Programs:

Implement a cash-on-delivery (COD) option to address initial skepticism

towards online payments.

Partner with reputed brands to ensure product quality and offer

guarantees on seed germination rates, pesticide effectiveness, and
fertilizer composition.

Develop a loyalty program with tiered benefits (discounts, early access

to deals) based on purchase history to encourage repeat business.

Provide excellent customer service with a dedicated helpline staffed by

agricultural experts.

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 Implementation Plan:

Phase 1 (1-3 months): Market research, competitor analysis, development

of digital marketing strategy, establishing partnerships with local stores and
influencers.

Phase 2 (3-6 months): Launch of website and mobile app, social media
marketing campaigns, influencer content creation, pilot program with select
local stores.

Phase 3 (6-12 months): Expansion of online marketing campaigns, national

rollout of partnerships, implementation of rural kiosks (based on pilot
results), launch of loyalty program.

Metrics: Track website traffic, app downloads, conversion rates, customer

acquisition cost (CAC), customer lifetime value (CLTV), and brand
sentiment online.

Risks and Mitigation:

Low Internet Penetration: Partner with telecom companies and offer data
bundles or subsidized smartphones. Leverage offline channels (local
stores, rural kiosks) for initial outreach.

Technical Literacy Gap: Develop user-friendly platforms and provide

training sessions for farmers through local partners. Utilize SMS
communication and in-app tutorials.

Logistical Challenges in Rural Areas: Partner with established delivery

companies with wider rural networks. Offer designated pick-up points in
collaboration with local stores.

WHat else can be done:

Rural kiosk model for assisted online ordering caters to the digital divide.

Collaboration with local stores creates a hybrid purchase experience.

Strategies leverage existing infrastructure (local stores) and partnerships.

Phased implementation allows for course correction based on pilot results.

Market analysis considers various aspects of farmer behavior and existing

channels.

Strategy formulation addresses digital marketing, influencer marketing,

offline

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