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!