Download - Marketing Presentation: New World Foods
Strategic Marketing Plan:Vertical Farming in USA
Kelly Elizabeth BehrendCianna Carrillo Walker
Daniel Salter
The Current Situation
URBANIZATION
DEFORESTATIONFRESHWATER
DEPLETION
OVERPOPULATION
The Solution: Vertical Farming
Our Product LOCALLY SOURCED
SUSTAINABLE
FRESHER PRODUCE
CONSISTENT HARVEST
SAVES SPACE
SAVES WATER
POWERED BY RENEWABLES
CUTS TRANSPORTATION
REDUCES C02 EMISSIONS
Product Concept
• vertically-farmed products that are socially and environmentally friendly
• distributed to eco-friendly consumers in the San Francisco Bay Area
• relationships with customers and with retailers
• meets the food security needs of the 21st century
• feeds our people, repairs our planet
Strategic Assumptions of...
• Current Agricultural Industry — unsustainable
• Consumers — eco-friendly, local food movement
• Technical Readiness — scalable models
• Financial Backing — capable investors
Market Research
• Customers — want safe, fresh, stocked produce
• Retailers — want year-round produce and consistent, reliable harvest
• Research indicates growing eco-friendly consumer segment
4C Analysis
• Company — environmental and social visionaries
• Competition — conventional, organic, or local, but…
• Customers — willing and able environmentalists
• Context — “if we do not change our direction, we are likely to end up where we are headed” :Chinese proverb
STP & Differentiation
• Segmentation — the soil-free segment
• Targeting — the “Super-Green” consumers
• Positioning — radical alternatives for change
• Differentiation — empowering consumers to be active change-makers
Price Strategy
• Premium Price Strategy for eco-friendly consumers
• 30 cents higher than imported products (25% increase)
Distribution Strategy
• 60% in On-Site Grocery Store
• 25% in Eco Shops and Vegetarian Restaurants
• 15% Local Supermarkets
Promotion Plan
• An Early Adopter Promotions Strategy
• Digital and print media with eco shops, supermarkets, and vegetarian/health restaurants
• Social media engagement with eco blogs, magazines, groups
Expected Results
• Total Cost of Marketing Strategy — $2.7 Million
• Gross Margin — $28 Million
• Revenue — $8 Million
Feeding the World in the 21st CenturyThank You!