the marketing plan - south centers · the marketing plan understanding the 4p’s ... •...
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OHIO STATE UNIVERSITY EXTENSION
The Marketing Plan
Understanding the 4P’s
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
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OHIO STATE UNIVERSITY EXTENSION
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
What is Marketing?
- Putting the right product in the right place,
at the right price, at the right time!
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OHIO STATE UNIVERSITY EXTENSION
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
Goal Setting
Short-term
Long-term
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OHIO STATE UNIVERSITY EXTENSION
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
4 P’s- What are they?
• Product/Service
• Place
• Price
• Promotion
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OHIO STATE UNIVERSITY EXTENSION
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
The Product(s)
Product selection and supply
– What products/services do you offer?
• Food Fish and Shrimp (fresh, value-
added)
• Aquaponic Crops
• Sport (bait, stocking)
• Agritourism Experiences
– Quality & Attributes
– Quantity
– Timing – available when buyer wants
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OHIO STATE UNIVERSITY EXTENSION
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
The Product(s)
• What are your products?
• Where do your products fit into the market?
Product Description Location Selling
Price Product A-
Product B-
Product C-
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OHIO STATE UNIVERSITY EXTENSION
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
The Situation
• Description of your business
• Industry Overview
• Situation Analysis
Strengths
Weaknesses
Opportunities Threats
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OHIO STATE UNIVERSITY EXTENSION
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
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OHIO STATE UNIVERSITY EXTENSION
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
The Market
• Who are you selling to?
• Where are you selling?
Customer
Group Who Where? What do
you
know?
What do
they
need? Identifier A-
Identifier B-
Identifier C-
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OHIO STATE UNIVERSITY EXTENSION
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
Demographics – Who/Where are they?
Age, Gender, Income Level, Education, Marital Status, Household Type, Location, Occupation…
Psychographics – What is important to them
Activities, Interests, Opinions – Lifestyle
Customer Type –
Awareness/Relationship
Preferences & Behavior
Non-customers
Perceived barriers?
OSU South Centers
What do you know about Your Customers?
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OHIO STATE UNIVERSITY EXTENSION
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
The Competition
• Who are they?
• Comparison
Competitor Value to Customers Strengths Weaknesses
Competitor A-
Competitor B-
Competitor C-
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OHIO STATE UNIVERSITY EXTENSION
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
• Roadside stands
• Farm markets & Pick-Your-Own operations
• Farmers markets and public markets
• Mail order, Internet-based sales &
• CSA – Community Supported Agriculture (Delivery)
• Auctions, Festivals & Other Events
• On location sales calls (delivery)
• Restaurants, Specialty Grocers, Institutions
• Other…
OSU South Centers
The Place (on/off farm)
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OHIO STATE UNIVERSITY EXTENSION
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
• Own delivery direct-to-buyer
• Shared delivery with other producers
• Pre-arranged pick up points
• Wholesaler or distributor working with restaurants
Each system has benefits/limitations and costs
OSU South Centers
The Place- distribution
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OHIO STATE UNIVERSITY EXTENSION
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
• How can you keep your product quality? (on/off farm)
• Harvest to Delivery
• Cost of Distribution and Storage
OSU South Centers
The Place- distribution/storage
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OHIO STATE UNIVERSITY EXTENSION
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
– Business Card
– Brochure
– Price List
• Electronic
– Website
– Social Media (blogs, twitter, instagram, facebook, youtube)
• Other
– Elevator Pitch
– Directory Listings
– Uniforms
Keep Your Branding in Mind!
OSU South Centers
The Promotion
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OHIO STATE UNIVERSITY EXTENSION
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
Marketing Activity
Who/Why Cost Success
Indicator
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OHIO STATE UNIVERSITY EXTENSION
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
OSU South Centers
The Promotion- PR • Get involved in community activities
• Help sponsor community events
• Acknowledge referrals
• Press Releases (pre-write press releases for every week of busy season)
• Contests
• Media link on website with story ideas
• Deliver samples of ‘first picked’ to five most popular media outlets along w/media packet – other influential people
• Be an “Expert” Speaker • (speak to civic organizations (30-60 days before busy season)
• Have an answering machine message
• Cross Promotions &Cooperative Marketing
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OHIO STATE UNIVERSITY EXTENSION
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
OSU South Centers
The Price • What are customers willing to pay?
• What is your break-even point? Are all costs covered?
• How much profit do you want to make?
• What is your competition charging?
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OHIO STATE UNIVERSITY EXTENSION
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
How Much $? Pricing Objectives?
– Bottom Up – ALL costs are starting point, then influences such as competition
& market tolerance
– Top Down – Analyze range, set retail price, then analyze - costs covered / profit
enough?
– What are customers willing to pay? (supply & demand, seasonality, competition, unique factors, perceived value)
- What image convey? Penetration, Rate, Skim
- Other Strategies: Bundling, Loss Leader, Impulse
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OHIO STATE UNIVERSITY EXTENSION
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
OSU South Centers
Pricing my product
• Formula A • Materials + Labor (production time x hourly rate) divided by number of units/lbs= selling price per unit
Monthly: $1000 + (100 hours x $8/hr)/ 120lbs= $15/lb
• Formula B • Materials + Overhead+ Labor (production time x hourly rate) divided by number of units/lbs= selling price per unit
Monthly: $1000+ $200+ $800/ 120lbs= $16.60/lb
• Formula C • Materials + Overhead+ Labor + Profit divided by number of units/lbs= selling price per unit
Monthly: $1000+$200+$800+$150/ 120lbs= $17.91/lb
Match this up to your GOAL/Income needed. Are you short, can you produce what you need to?
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OHIO STATE UNIVERSITY EXTENSION
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
Kelly O’Bryant, Business Development Specialist
The Ohio State University South Centers
1864 Shyville Rd. Piketon, OH 45661
www.southcenters.osu.edu/business