A PROJECT REPORT ON

“DEVELOPING A MARKETING PLAN FOR A SMALL-SCALE AGRICULTURAL BUSINESS”

SUBMITTED BY:-
KASTURI MORADE
ROLL.NO: - 5
ASHOKA CENTER FOR BUSINESS AND COMPUTER STUDIES

TYBBA-VI SEMESTER
YEAR: 2022-2023
SUBMITTED TO: -

SAVITRIBAI PHULE PUNE UNIVERSITY, PUNE

IN PARTIAL FULFILMENT OF THE DEGREE OF BACHELOR OF BUSINESS

ADMINISTRATION (BBA)

UNDER THE GUIDANCE OF

Dr. MANISHA SHIRSATH

(Assistant Professor)

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 Ashoka Education Foundation
ACAD/R/17b Rev:01

Date: 25.06.2017
Ashoka Education Foundation’s

ASHOKA CENTER FOR BUSINESS & COMPUTER STUDIES

Certificate

This is to certify that Mr. / Ms. KASTURI MORADE, Roll No. 5, Class TY BBA

Exam Seat No. has completed project work satisfactorily

in the college for the semester/Year in the academic year 2022- 2023.

Project Guide Principal

Project Coordinator External

Examiner

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 DECLARATION

This is to inform that I, KASTURI MORADE, student of Ashoka center for Business and
Computer studies, has given the original data and information to the best of my knowledge in
the project titled as “an analytical study on effectiveness of Facebook & Instagram
advertisements released by my vacation mantra.”

I have completed this project under the guidance of Asst. Prof. Dr. Manisha shirsath and that
no part of this information has been used for any other assignment but for the partial fulfillment
of the BBA course that I am pursuing at Ashoka Center for Business and Computer Studies.

I have prepared this report with my own efforts, and I have gathered all the relevant information
personally.

Signature:

Student Name: KASTURI MORADE

Date: 08/05/2023

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 ACKNOWLEDGEMENT

“It is not possible to prepare a project report without the assistance and encouragement of
other people. This one is certainly no exception.”

On the very outset of this project on “Developing a marketing plan for a small-scale
agricultural business” I would like to thank all the people who have helped me in this project.
Without their active guidance, help, cooperation, and encouragement, I would not have made
headway in this project.

First of all, I would like to thank Savitribai Phule Pune University for providing me with the
opportunity to undertake this project. I would also like to thank our principal Dr. P.A. Ghosh
for the guidance provided by him from time to time. No doubt that his contributions for the
successive completion of this project played a vital role.

Also, I would like to extend my heartfelt and sincere gratitude to Mr. Vijay Thakur as they
have been helping with all the information required from the organization for the successive
completion of the project.

I am extremely thankful and pay my gratitude to my project guide Mrs. Manisha shirsath
(Assistant Professor) for her/his valuable guidance and support on completion of this project
in her presence.

I would like to thank all the other staff members from Ashoka Center for Business and
Computer Studies who have directly or indirectly helped me throughout this project.

Signature:

Student Name: KASTURI MORADE

Date: 08/05/2023

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Executive Summary

The agriculture industry is a significant contributor to India's economy, accounting for

approximately 17% of the country's GDP and employing nearly 50% of the workforce.
Agricultural businesses involve crop selection, management, processing, and distribution of
agricultural products. Marketing and sales are important aspects, along with complying with
regulations related to food safety, labeling, and packaging. The industry is also embracing
technological advancements like precision farming and artificial intelligence to enable efficient
and sustainable production.

This project’s goal is to develop a marketing plan for a small-scale agricultural business based
in Nashik, Maharashtra. The highlights of this project work include conducting a thorough
analysis of the target market and competition, identifying unique selling points for the
agricultural business, creating a marketing strategy that aligns with the business goals and
objectives, and developing a detailed budget and implementation plan. It is essential to ensure
that the marketing plan is flexible and can adapt to changing market conditions.

Keywords: Agricultural business, Small-scale, Business goals, Marketing budget

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 INDEX

SR. NO CHAPTER TITLE PAGE NO.

1. INTRODUCTION. 10

1.1 Introduction to the topic. 11

1.2 Objectives of the topic. 17

1.3 Scope of the topic. 18

1.4 Research Methodology. 19

1.5 Limitations. 20

2. ORGANIZATIONAL PROFILE. 21

2.1 Organization profile. 22

2.2 Organization structure. 24

2.3 Product Profile. 24

3 ACTUAL WORKING RELATED TO TOPIC. 26

4 FINDINGS CONCLUSION. 45

5 SUGGESSIONS AND RECOMMENDATION. 48

6 BIBLIOGRAPHY. 50

7 ANNEXURE. 52

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1. INTRODUCTION

1.1 Introduction to the topic

Agricultural businesses are essential to the global economy, as they provide food and other
agricultural products to local and international markets. The agriculture industry includes a
wide range of activities, including farming, forestry, fisheries, and livestock production.
Agricultural businesses can be large-scale commercial operations or small-scale family farms,
and they can operate in both rural and urban areas.

In recent years, the agriculture industry has faced numerous challenges, including climate
change, water scarcity, and declining soil health. These challenges have prompted agricultural
businesses to adopt more sustainable and innovative practices to improve productivity and
reduce their environmental impact.

The agriculture industry also plays a crucial role in meeting the growing demand for food and
agricultural products, which is driven by population growth and changing dietary habits. To
remain competitive and meet this demand, agricultural businesses must adopt modern
technologies and marketing strategies to increase efficiency, improve quality, and reach new
markets.

Agriculture is a vital sector that contributes to the economic growth of many countries
worldwide. Small-scale agricultural businesses play a crucial role in providing food and other
agricultural products to local and regional markets. However, in today's highly competitive
business environment, small-scale agricultural businesses need to develop effective marketing
plans to remain competitive and grow their customer base. This project aims to develop a
marketing plan for a small-scale agricultural business, with a focus on identifying target
customers, analyzing competitors, developing unique selling points, setting business goals,
allocating a marketing budget, choosing marketing channels, and measuring the success of the
plan. By developing a comprehensive marketing plan, small-scale agricultural businesses can
increase their visibility, attract more customers, and achieve their business goals.

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Why is marketing plan important?
A marketing plan is important for small-scale agricultural businesses because it provides a
structured approach to reaching their target customers, promoting their products, and achieving
their business goals. Here are some specific reasons why a marketing plan is important:

1. Identifies target customers: A marketing plan helps businesses to identify and understand
their target customers, including their preferences and behaviors. This enables the business
to create targeted marketing campaigns that are more likely to resonate with their audience.

2. Develops a unique selling proposition: A marketing plan helps businesses to develop a

unique selling proposition that sets them apart from their competitors. This could be based
on product quality, customer service, or other factors that make the business stand out.

3. Allocates marketing budget effectively: A marketing plan helps businesses to allocate their
marketing budget effectively, ensuring that funds are used in the most impactful way
possible. This can help businesses to achieve a greater return on investment (ROI) from
their marketing activities.

4. Determines marketing channels: A marketing plan helps businesses to determine the most
effective marketing channels for reaching their target customers. This could include social
media, email marketing, advertising, or other channels, depending on the target audience's
preferences.

5. Measures success: A marketing plan helps businesses to measure the success of their
marketing efforts, allowing them to identify areas for improvement and make data-driven
decisions. This can help businesses to achieve their goals more effectively and efficiently
over time.

Overall, a marketing plan is crucial for small-scale agricultural businesses that want to remain
competitive and grow their customer base. By developing a comprehensive marketing plan,
businesses can create targeted campaigns, allocate resources effectively, and measure their
success, ultimately leading to greater profitability and success.

Agricultural businesses, especially small-scale ones, often struggle with marketing their
products effectively to attract new customers and retain existing ones. This is due to the high
level of competition in the industry, as well as the challenges of reaching and engaging with
potential customers. Developing a marketing plan can help small-scale agricultural businesses
to overcome these challenges and build a successful brand.

The first step in developing a marketing plan for a small-scale agricultural business is to
identify the target market. This involves understanding the demographics, preferences, and
needs of the customers that the business wants to attract. Once the target market has been

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identified, the business can conduct market research to gain insights into customer behavior,
competitor strategies, and market demand.

The next step is to develop a marketing strategy that aligns with the business goals and
objectives. This includes deciding on the marketing mix, which includes product, price, place,
and promotion. The marketing mix should be designed to differentiate the business from its
competitors and meet the needs of the target market. For example, the business may choose to
focus on producing organic, locally grown produce that appeals to health-conscious consumers.

The marketing budget is also an essential component of the marketing plan. Small-scale
agricultural businesses may have limited funds available for marketing activities, so it is
essential to allocate these resources effectively. The budget should include a breakdown of
costs for each marketing activity, such as advertising, promotions, and sales.

Choosing the right marketing channels is another critical aspect of the marketing plan. Small-
scale agricultural businesses can choose from a range of channels, including social media,
email marketing, advertising, trade shows, and direct mail. The choice of channels should be
based on the target market's preferences and behavior, as well as the budget and resources
available.

Finally, it is essential to measure the success of the marketing plan to determine if it is achieving
its goals. This involves monitoring sales growth, customer feedback, website analytics, and
other key performance indicators. By measuring the plan's success, small-scale agricultural
businesses can make adjustments and improve their marketing efforts over time.

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Indian agricultural businesses growth:
India is one of the major players in the agriculture sector worldwide and it is the primary source
of livelihood for ~55% of India’s population. India has the world's largest cattle herd
(buffaloes), largest area planted to wheat, rice, and cotton, and is the largest producer of milk,
pulses, and spices in the world. It is the second largest producer of fruit, vegetables, tea, farmed
fish, cotton, sugarcane, wheat, rice, cotton, and sugar. Agriculture sector in India holds the
record for second-largest agricultural land in the world generating employment for about half
of the country’s population. Thus, farmers become an integral part of the sector to provide us
with a means of sustenance.

Consumer spending in India will return to growth in 2021 post the pandemic-led contraction,
expanding by as much as 6.6%. The Indian food industry is poised for huge growth, increasing
its contribution to world food trade every year due to its immense potential for value addition,
particularly within the food processing industry. The Indian food processing industry accounts
for 32% of the country’s total food market, one of the largest industries in India and is ranked
fifth in terms of production, consumption, export and expected growth.

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 According to Inc42, the Indian
agricultural sector is predicted to
increase to US$ 24 billion by
2025. Indian food and grocery
market is the world’s sixth largest,
with retail contributing 70% of the
sales. As per First Advance
Estimates for FY23 (Kharif only),
total foodgrain production in the
country is estimated at 149.92
million tonnes. Rapid population
expansion in India is the main
factor driving the industry. The
rising income levels in rural and
urban areas, which have
contributed to an increase in the
demand for agricultural products
across the nation, provide
additional support for this. In accordance with this, the market is being stimulated by the
growing adoption of cutting-edge techniques including blockchain, artificial intelligence (AI),
geographic information systems (GIS), drones, and remote sensing technologies, as well as the
release of various e-farming applications.

In terms of exports, the sector has seen good growth in the past year. In FY22
 Exports of marine products stood at US$ 7.77 billion.
 Exports of rice (Basmati and Non-Basmati) stood at US$ 6.98 billion.
 Buffalo meat exports stood at US$ 3.30 billion.
 Sugar exports stood at US$ 4.60 billion.
 Tea exports stood at US$ 750.93 million.
 Coffee exports stood at US$ 1,020.80 million.

The agriculture sector in India is expected to generate better momentum in the next few years
due to increased investment in agricultural infrastructure such as irrigation facilities,
warehousing, and cold storage. Furthermore, the growing use of genetically modified crops
will likely improve the yield for Indian farmers. India is expected to be self-sufficient in pulses
in the coming few years due to the concerted effort of scientists to get early maturing varieties
of pulses and the increase in minimum support price.
In the next five years, the central government will aim US$ 9 billion in investments in the
fisheries sector under PM Matsya Sampada Yojana. The government is targeting to raise fish
production to 220 lakh tonnes by 2024-25. Going forward, the adoption of food safety and
quality assurance mechanisms such as Total Quality Management (TQM) including ISO 9000,
ISO 22000, Hazard Analysis and Critical Control Points (HACCP), Good Manufacturing
Practices (GMP), and Good Hygienic Practices (GHP) by the food processing industry will

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offer several benefits.
Through the Ministry of Food Processing Industries (MoFPI), the Government of India is
taking all necessary steps to boost investments in the food processing industry in India.
Government of India has continued the umbrella PMKSY scheme with an allocation of Rs.
4,600 crore (US$ 559.4 million) till March 2026.

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1.2 Objectives

The objectives of the study undertaken are as follows:

1. To study various media platforms.

2. To find the right target audience.

3. To identify marketing strategies that can be used to reach the right target audience.

4. To develop a flexible marketing plan.

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1.3 Scope of the topic

The topic “Developing a marketing plan for a small-scale agricultural business” can benefit the
business owner in several ways. It provides a clear direction for the business, outlining specific
goals and strategies to achieve them. Through market research, the business owner can gain a
better understanding of their target market's needs, preferences, and behaviors. By creating
consistent messaging and branding, the business can communicate more effectively with
customers, suppliers, and other stakeholders, building a stronger and more recognizable brand
identity. By allocating resources more effectively and focusing on the most effective marketing
channels and tactics, the business owner can increase efficiency, save time and money, and
generate more revenue and profitability by reaching more customers and promoting their
products effectively.

To develop an effective and flexible marketing plan it is important to identify the unique selling
points, analyze the competition, identify the potential media platforms, and select the best and
to find the right way to reach the target audience.

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1.4 Research Methodology

Sr. Particulars Explanation

No.
1. Scope of research “Developing a marketing plan for a small-scale agricultural
business”.

2. Research Type Qualitative Study

3. Data Collection Secondary Source: Published data from official websites of

the company and competitors were analyzed as per the
customer reviews.
4. Types of data collected The secondary data has been collected through:
a. Annual reports
b. Website referring
c. Research papers
d. Magazines

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1.5 Limitations
The limitations of a study are its flaws or shortcomings. Study limitations can exist due to
constraints on research design, methodology, materials, etc., and these factors may impact the
findings of your study. However, researchers are often reluctant to discuss the limitations of
their study in their papers, feeling that bringing up limitations may undermine its research value
in the eyes of readers and reviewers.

In spite of the impact, it might have (and perhaps because of it) you should clearly acknowledge
any limitations in your research paper in order to show readers—whether journal editors, other
researchers, or the general public—that you are aware of these limitations and to explain how
they affect the conclusions that can be drawn from the research.

Although limitations address the potential weaknesses of a study, writing about them toward
the end of your paper actually strengthens your study by identifying any problems before other
researchers or reviewers find them.

Furthermore, pointing out study limitations shows that you’ve considered the impact of
research weakness thoroughly and have an in-depth understanding of your research topic. Since
all studies face limitations, being honest and detailing these limitations will impress researchers
and reviewers more than ignoring them.

When developing this plan and providing recommendations to Symbiosis’s marketing plan and
methods, it is critical to identify and overcome these limitations.

1. Lack of previous research studies on the topic

2. Limited access to data
3. Time constraints
Only the Nashik region was taken into consideration hence the result would be applicable to
Nashik region only.

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2.1 Organizational profile

Symbiosis is an agribusiness company that is based in Nashik India. The company specializes
in making high quality Biofertilizers, Biopesticides and Fertilizers Services. With a team of
experienced agriculturalists and a network of trusted partners, they also hold Training sessions.
Apart from this, they also have registering and licensing services.

Symbiosis provides high-quality agricultural products and services to meet the needs of
farmers, ranchers, and consumers alike. The company is committed to sustainable farming
practices that ensure the health and productivity of the land, while also striving to meet the
growing demand for food around the world. With years of experience and expertise in the
industry, the company is well-equipped to provide innovative solutions and support to its
customers, helping them achieve their goals and improve their bottom line. The mission of this
company is to make a positive impact on the world by providing superior products and services
that contribute to the success and sustainability of agriculture. The company is proud to be a
part of this important industry and looks forward to working with its clients.

It also offers a range of products to meet the needs of farmers, ranchers, and consumers alike.
Nutri-amino is a brown, clear liquid that contains amino acids, short-chained peptides, and a
complex of chelated minor elements derived from soya bean and casein through enzymatic
hydrolysis. It also contains important BioGrowth stimulants, which have a tremendous effect
on seed germination, root development, and general growth. Additionally, it includes seaweed
organic sugars, which make all the wonderful properties of seaweed available to plants.
NewHume is a concentrated potassium humate with a total of 12% humic content that is rich
in natural chelated trace elements. It stimulates plant growth and improves soil structure.
Amizon, available in both powder and liquid forms, is an amino acid mixture used in various
agricultural formulations as an organic source of nitrogen. FINE STIM, which contains
NATCA (Acetyl Thiozolidine 4 Carboxylic Acid), helps to improve general plant health and
biochemical characteristics and increase both fruit quality and production in quantity. Lastly,
GREE-SIL helps improve a plant's defense system against fungal attacks and nematodes by
creating a mechanical barrier in the root system and on the epidermal cell structures.

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About the founder
Name: Vijay Thakur

Background: Mr. Vijay Thakur was born in

1968 in Nashik, Maharashtra, India . He
completed his Bachlerrs Degee in
Agriculture from College of Agriculture
Dhule, Dhule, MH.

Career: After college, Mr. Thakur worked

for a few years at a Pesticide Company, but
he always had a passion for starting his own
business. In 2002, he founded his first
company, Symbiosis Biotech, a local
company that manufactured and sold
fertilizers and pesticides. The company
quickly grew, and within a few years, and the
competition in this field was more. In 2010, Mr. Thakur decided to expand his business, and
started conducting training sessions on manufacturing of biofertilizers and biopesticides, mass
production of micronutrients and plant growth promoters, with the help of his colleagues who
also happened to expert in their respective fields.
Company Mission: Our mission is to promote a healthier and more sustainable world through
organic agriculture, and we are proud to be part of this movement. We believe that by working
together with farmers, we can create a more sustainable future for generations to come.

Company Vision: Our vision is to become the leading company in training and providing
companies with best quality biofertilizers and pesticides. We are committed to helping farmers
grow healthy crops, while minimizing the impact on the environment and preserving natural
resources.

Company goals:
1. Develop and market new organic fertilizer products: Symbiosis will invest in research
and development to create innovative organic fertilizers that meet the specific needs of our
customers. By introducing new products, we can expand our market and provide solutions that
meet the evolving needs of the agricultural industry.
2. Increase market share: Symbiosis aims at increasing its market share in the organic
fertilizer industry by expanding its customer base and developing strong relationships with
distributors and retailers. By increasing our presence in the market, we can promote our brand
and help more farmers switch to organic farming.
3. Ensure quality control and safety: Symbiosis maintains strict quality control and safety
standards to ensure that products are safe for use and effective. By implementing quality control
measures, we can ensure that products meet customers' expectations and contribute to their
success.
4. Educate farmers on the benefits of organic fertilizers: Symbiosis will develop educational

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materials and programs to promote the benefits of organic fertilizers to farmers. By increasing
awareness of the benefits of organic farming and the use of organic fertilizers, we can help
more farmers transition to sustainable agriculture practices.

Organizational Structure:

Type of Company Personal

Industry Agricultural

Founder Mr. Vijay Thakur

Head quarters Nashik, India

Area served India

Key People Mr. Vijay Thakur

Products Biofertilizers, Biopesticides and Fertilizers

Services Training sessions, Registration and Licensing

Product Profile
Products:
1. Nutri-amino It is a brown colour, clear liquid containing Amino acids, shortchained
peptides derived from high quality biological sources like soya bean & Casein by enzymatic
hydrolysis. Amino acid contains a large complex of chelated monor elements; to help lessen or
nullify minor deficiency in plants it also contains important biogrowth Stimulants, which have
a tremendous effect on seed germination, root development and general growth. Seaweed
organic sugars make available to the plants all the wonderful properties of seaweed.

2. NewHume Potassium Humate concentrated total 12% humic is rich I natural chelated trace
elements, such as Fe, Zn, Mg etc,. it can be successfully applied in landscape and garden as
well as for all agricultural and horticultural plants. It stimulates plant growth and improves soil
structure. As humate act both on Leaves as well as in soil, the active ingredients of potassium
humate can be expolited fully in order to enhance plant growth and soil fertility. As a solid
with the highest concentration of humic acid ever possible, is easily to handle in storage and
transportation

3. Amizon Amizon (Amino Acid Mixture) is available in powder as well as liquid form &
used in number of agricultural formulation like Zyme, Biostim, Amino acid base Micronutrient
Chelates, & other plant growth promoter (PGR) formulations as a organic source of nitrogen.

4. FINE STIM (NATCA- Acetyl Thiozolidine 4 Carboxylic Acid) improves general health
and biochemical characteristics of plants. It determines a considerable increase in both fruit

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quality and production in quantity. ATCA help and assist in the complete utilization of
physiological reserves of the vegetating plant and to stimulate the normal metabolic process.

5. GREE-SIL Resistance to fungal and nematode attack helps the plant to improve its defense
system against fungal attacks and nematodes.Deposits of silicon crystals act as a mechanical
barrier in the root system and prevent physical penetration of roots by nematodes. Deposits of
silicon crystals on the epidermal cell structures make the plants less susceptible to enzymatic
degradation by fungal pathogens.

Services:
1. Training Programs: We conduct two major training programs every year, first of
Manufacturing and Quality control of Biofertilizers and Biopesticides. And other of Mass
Production of Micronutrients and Plant Growth Promoters. In these, we help young
entrepreneurs with proper knowledge and guidance to start their own business.

2. Regulatory compliance: Our registration services ensure that companies meet all legal and
regulatory requirements for entering the biofertilizer market. We provide guidance on
registration, licensing, and certification, and we help companies navigate the complex
regulatory landscape.

3. Cost-effective solutions: Our training and registration services are designed to be cost-
effective, and we work with our clients to develop solutions that fit their budget.

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Conceptual Background

What is a marketing plan?

A marketing plan is an operational document that outlines an advertising strategy that an
organization will implement to generate leads and reach its target market. A marketing plan
details the outreach and PR campaigns to be undertaken over a period, including how the
company will measure the effect of these initiatives. The functions and components of a
marketing plan include the following:

 Market research to support pricing decisions and new market entries.

 Tailored messaging that targets certain demographics and geographic areas.
 Platform selection for product and service promotion: digital, radio, Internet, trade
magazines, and the mix of those platforms for each campaign
 Metrics that measure the results of marketing efforts and their reporting timelines

A marketing plan is based on a company’s overall marketing strategy.

The terms marketing plan and marketing strategy are often used interchangeably because a
marketing plan is developed based on an overarching strategic framework. In some cases, the
strategy and the plan may be incorporated into one document, particularly for smaller
companies that may only run one or two major campaigns in a year. The plan outlines
marketing activities on a monthly, quarterly, or annual basis while the marketing strategy
outlines the overall value proposition.

The purpose of a marketing plan is to write down strategies in an organized manner. This will
help keep you on track and measure the success of your campaigns.

Writing a marketing plan will help you think of each campaign's mission, buyer personas,
budget, tactics, and deliverables. With all of this information in one place, you'll have an easier
time staying on track with a campaign. You’ll also discover what works and what doesn't. Thus,
measuring the success of your strategy.

What is the purpose of the marketing plan?

Marketing plans are documents professionals create to outline marketing initiatives and steps
to implement proposed strategies. It details all elements of upcoming marketing strategies,
including projected results, tactics and costs. Marketing plans are important because they
highlight the specific actions team members plan to take to reach target customers, foster brand
awareness and increase revenue.

It informs executives, stakeholders and other employees of the marketing team's objectives and
their strategies for reaching them. Employees may update their marketing plans according to
feedback from the sales staff, executive teams or stakeholders to ensure the objectives in the

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plan align with the company's sales and organizational goals.

6 purposes of a marketing plan

1. Align goals with company objectives

An effective way to determine the objectives of a marketing plan is to review the goals of the
organization and sales team. This ensures all departments support the overall objectives of the
company to keep it on track to performing effectively. Leadership teams can clearly
communicate the company's objectives, which you can use to develop your own departmental
goals. For instance, if the company aims to become a leader in the industry, some of your
departmental goals would be to create valuable and informative content, like blog posts or
white papers that educate the target audience.

2. Demonstrate how the budget helps meet goals

The marketing plan is your chance to explain to executives how the company budget allocates
to particular marketing efforts. This can ensure you receive the monetary amount needed to
execute successful campaigns. Your marketing plan should outline the budget and resources
you request from leadership to meet the objectives previously stated in the document. Highlight
impressive results the marketing team aims to achieve using the budget. Understanding how
you're using the budget to reach marketing goals helps the leadership team better estimate the
potential return on investment they could receive from these campaigns.

3. Hold employees and executives accountable

Documenting a marketing plan and the results you're aiming for motivates a marketing team to
execute these action plans to provide the promised results. After receiving approval, you can
begin delegating tasks and building timelines to execute these campaigns. The marketing plan
also allows executives to check in on the department's progress to ensure they're on track to hit
goals. Executive members often relay the marketing plan to stakeholders, which hold
themselves accountable for ensuring the marketing team successfully implements the plan as
well.

4. Help other departments build their own plans

Some departments can use the marketing plan as a guideline and reference when building their
own strategies. Company leaders can also review the marketing plan to develop other macro-
level organizational goals for each department to meet. For instance, if the marketing plan
emphasizes the importance of establishing trust and a strong relationship with customers,
executives may instruct their customer service teams to provide a more positive and unique
customer experience.

5. Identify the target audience and their characteristics

You can use your marketing plan to define who the target audience is and how to cater the
company's messaging toward this demographic. This can be helpful for the sales team to review
to ensure they're communicating effectively with potential customers and understanding how

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the product or service can meet their needs. Conduct in-depth research on your target market
to determine geographic, community, cultural and social factors that could affect the buying
decisions of customers. Outline these details in your marketing plan.
Highlighting this section ensures the organization uses its marketing and sales efforts, resources
and budget wisely to sell products to people most likely to purchase them. You can also use
this section to segment your market further by dividing it into groups of customers based on
similar needs, interests and behaviors. This helps customize your messaging so that it relates
more closely to smaller groups of customers.

6. Determine which outlets and channels to use for promotions

Another key purpose of the marketing plan is to explain where customers can view the
company's content. This helps guide team members to target your messaging toward channels
that are most likely to reach the audience because they use these outlets most often. In the
marketing plan, you can outline which media outlets customers use the most, based on your
market research. This ensures executives and stakeholders that you're wisely using the budget
for advertising space, as it can reach the target market and bring in more valuable leads.

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 Types of marketing plans:

In a now classic Harvard Business Review

article, Ansoff (1957) identified four strategies
for business growth. These four strategies also
identify four basic types of marketing plans
and the types of investments and activities
associated with each. The strategies are
defined by whether the focus is on new or
existing products and new or existing markets.

1. Market Penetration Strategy

When a firm focuses on selling its current products to existing customers, it is pursuing a
market penetration strategy. The marketing activities that will dominate in this type of
marketing plan are those that emphasize increasing the loyalty of existing customers so that
they are not vulnerable to loss to competitors, attracting competitors’ customers, increasing the
frequency of product use, and converting nonusers into users.

Increasing awareness through marketing communications and increasing availability through

expanded distribution are common marketing activities in this type of plan. Identifying new
use occasions and new uses for a product may increase usage frequency or convert current
nonusers into users. For example, the advertising campaign for orange juice that has the tagline
“It’s not just for breakfast anymore” was an effort to expand usage. Price promotions might be
used to encourage competitors’ customers to try the firm’s product if there is reason to believe
that such a trial will result in repeat purchases. Loyalty programs can be very effective in
retaining existing customers. This strategy reduces risk by relying on what the firm already
knows well—its existing products and existing customers. It is also a strategy where
investments in marketing should pay back more quickly because the firm is building on an
existing foundation of customer relationships and product knowledge.

2. Market Development Strategy

The efforts to expand sales by selling current products in new markets are referred to as a
market development strategy. Such efforts may involve entering new geographic markets, such
as international markets. Creating product awareness and developing distribution channels are
key marketing activities. Some product modification may be required to better match the needs
of the local market. For example, as fast food restaurants have moved into international
markets, they have often changed their menus to better match the food preferences of customers
in local markets. Expanding into a new market with an existing product carries some risk
because the new market is not well known to the firm and the firm and its products are not well
known in the market. The return on marketing investments in such a strategy is likely to be
longer than for a market penetration strategy because of the time required to build awareness,
distribution, and product trial.

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3. Product Development Strategy
Creating new products to sell to existing customers, a product development strategy, is a
common marketing strategy among firms that can leverage their relationships with existing
customers. For example, American Express has been able to leverage its relationships with its
credit card customers to also sell travel-related services. Similarly, cable television companies
have expanded their offerings into Internet and telephone services. Research and development
activities play a dominant role in this strategy. The time required to develop and test new
products may be long, but once a product is developed, creating awareness, interest, and
availability should be relatively rapid because the firm already has a relationship with
customers. A product development strategy is also riskier than a market penetration strategy
because the necessary product may not be possible to develop, at least at a cost acceptable to
customers, or the product developed does not match the needs of customers.

4. Diversification Strategy
A diversification strategy involves taking new products into new markets. This is really the
creation of a completely new business. This is the riskiest of strategies and the strategy likely
to require the most patience in waiting for a return on investment.

Steps to develop a marketing plan:

There are nine major steps required to develop a well-crafted, strategic marketing plan: set your
marketing goals, conduct a marketing audit, conduct market research, analyze the research,
identify your target audience, determine a budget, develop specific marketing strategies,
develop an implementation schedule for the strategies and create an evaluation process.

1. Set your marketing goals.

Once you’ve decided to market your practice, you need to set realistic and measurable goals to
achieve over the next 18 to 24 months. This time span allows you to plan activities around
community events that are in line with your marketing goals. For example, you might help
sponsor an annual walkathon for breast cancer or speak at your community’s annual health fair.
Because of the rapid changes occurring in the health care environment, we don’t recommend
planning specific activities more than two years in advance. One way to define your goals is to
separate them into the following three categories: immediate, one to six months; short-term,
six to 12 months; and long-term, 12 to 24 months. Here are some examples of measurable
goals:
 Increase the number of new patients seen in the practice by 5 percent within the first six
months and 10 percent by the end of the first year.
 Shift your patient mix by expanding the pediatric and adolescent patient base from 15
percent to 25 percent of total patient visits within 18 months.
 Increase your gross revenue by 30 percent within 24 months.
 Improve your practice’s image, which may be measured by “before” and “after” scores on
a community survey or by reviews from focus group participants.
It’s important to share these goals with your staff members. They can tell you from their
perspectives whether they believe the goals are reasonable. If you want your marketing plan to

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be successful, your staff needs to support your efforts to achieve the marketing goals.

2. Conduct a marketing audit.

A marketing audit is a review of all marketing activities that have occurred in your practice
over the past three years. Be as thorough as possible, making sure to review every
announcement, advertisement, phonebook ad, open house, brochure and seminar and evaluate
whether it was successful.

3. Conduct market research.

The purpose of market research is to draw a realistic picture of your practice, the community
you practice in and your current position in that community. With this research, you can make
fairly accurate projections about future growth in the community, identify competitive factors
and explore nontraditional opportunities (such as offering patients nutritional counseling,
smoking-cessation programs or massage therapy). Your research may even bring to light some
problem areas in your practice as well as solutions you can implement right away. (See “A
guide to market research” to find out what kind of information you need to gather and where
to find it.)
Conducting market research is often the most time-consuming step in this process. However,
it’s also one of the most important steps. It’s from this research that you’re able to find out
what your practice does best and what you need to work on, what the needs of your community
are, who your practice should be targeting and how you should go about it.

4. Analyze the research.

Next, you need to analyze the raw data you collect and summarize it into meaningful findings
that will be the foundation for determining which marketing strategies make the most sense
and will get the best results for your practice The research will identify the wants and needs of
your current and potential patients and will help you to define your target audience (for more
on target audiences, see step 5, below). This is also a good time to look back at the goals you’ve
chosen. Based on your research findings, you may need to modify some of your goals.
A strategic marketing plan requires that your practice be defined in terms of what it does for
patients. The research analysis will reveal your practice’s strategic advantages. After looking
closely at your own practice as well as your competitors’, you can ask yourself some key
questions: What are the similarities and differences between your practice and your
competitors’? What sets your practice apart from your competition? Is your location more
desirable than your competitors’? Do you offer a broader scope of services than the
competition? Is there a service you provide that no one else in the community currently offers?
Your competitive edge may lie in your style of practice, the range of services you offer, the
ease of making an appointment or the way you and your staff communicate with patients.

5. Identify a target audience.

With the help of your market research analysis, you should be able to identify your practice’s
“target audience,” which is the specific group of patients to which you’d like to direct your
marketing efforts. Your target audience might include patients of a certain age, gender,
location, payer type or language/ethnicity and patients with certain clinical needs. Keep in mind

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that your target audience should not only be the patients you want to attract but also the people
who can influence and provide exposure to that segment of the population. For example, if you
wish to treat patients with arthritis, you might want to get involved in the local and regional
Arthritis Foundation and explore senior organizations in the community. If you want to treat
young athletes, you might consider giving talks on sports safety and first-aid tips to coaches
and athletes at the local high schools, colleges and YMCAs. The key to marketing lies in
targeting the audience that your practice can serve better than your competition – and
communicating this to that group.

6. Determine a budget.
Before you can decide what specific marketing strategies you want to implement to achieve
your goals, you need to examine your financial information and come up with a marketing
budget. Marketing budgets vary by the type of market a practice is in, the age of a practice and
whether the practice has marketed before. There’s no standard for how much a practice should
spend. However, in our experience, practices in open markets have spent 3 percent to 5 percent
of their annual gross incomes on marketing. If your practice is new, in a highly competitive
market or has never been marketed before, or if you intend to roll out an ambitious new program
or service, you can expect to spend 10 percent or more of your annual gross income the first
year you implement the plan.

7. Develop marketing strategies.

With your budget in place, you can begin to define specific marketing strategies that will
address your goals, reach your target audience and build your patient base. Remember to focus
your strategies on the elements of your practice that can be used to create a special value in the
minds of patients and referral sources. Each strategy should be related to a specific goal and
should be made up of numerous actions. For example, one strategy related to the goal of
increasing patient satisfaction might be to make the office more patient friendly. The actions
required for that strategy might include the following:

 Provide patient satisfaction training sessions to staff;

 Develop a patient self-scheduling system within the practice Web site to eliminate the need
to telephone the office for an appointment;
 Improve the reception-room decor;
 Provide name tags for staff;
 Require staff to introduce themselves to each new patient;
 Conduct post-encounter telephone interviews with new patients within three days of

8. Develop an implementation schedule.

An implementation schedule is a time-line that shows which marketing actions will be done
when and by whom. The schedule should also include the cost of each marketing action and
how it fits into the budget estimates for the 24-month period. When creating the schedule,
carefully consider how the activities will affect the current practice operations and whether
there are sufficient resources (such as staff, time and money) to accomplish the necessary tasks.
In some cases, it may be necessary to whittle down the list or postpone some activities. In other

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cases, it might be best to go ahead with full implementation of your plan. If you want to fully
implement the plan but don’t quite have the staffing resources, you might consider bringing in
a consultant to coordinate the marketing activities and/or adding a part-time staff member to
handle the majority of the marketing tasks. The implementation schedule will also give you a
basis on which to monitor the progress of your marketing plan.

9. Create an evaluation process.

The value of a marketing plan is its effectiveness, which requires deliberate and timely
implementation and monitoring and evaluation of results. It’s important to measure your results
against the standards you set in establishing your goals. Review your plan periodically (we
recommend quarterly) by comparing your progress with the implementation schedule. There
are several ways you can measure the results of your progress: patient survey scores, referral
sources, increased income, increased new patients and decreased complaints.

If at any time you find your progress does not measure up to your expectations, you need to
determine why. Perhaps the advertisement about a new service you are marketing has not
attracted new patients. If the ad campaign has been carried out as directed without results, dump
the campaign, and try other actions. Perhaps you’ll want to try giving a series of seminars
specifically targeted to the group you want to attract or developing a new segment on your Web
site for patients that describes the benefits of the new service. You may even find that if each
physician in the practice talks about the new service with his or her patients as merely
informational conversation, favorable results will follow. In other words, the actions – and even
the strategies and goals – in the marketing plan are not written in stone. By regularly monitoring
and evaluating each action, you can always change and try new approaches.

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Actual Working Related to the Topic

1. Identifying the right target market:

Identifying the right target audience is essential for the success of an agribusiness. It helps to
ensure efficient use of resources, stronger customer relationships, improved product
development, and a competitive advantage.

The right target market for a small-scale agribusiness will depend on the products and services
being offered. Some possible target markets for a small-scale agribusiness could include:

 Local farmers: If the agribusiness offers products or services that cater to local farmers,
such as fertilizers, pesticides, or equipment, then the target market could be local farmers.
 Community-supported agriculture programs: If the agribusiness offers fresh produce,
dairy, or meat products, then the target market could be community-supported agriculture
programs (CSAs) or farm-to-table restaurants.
 Small grocery stores: If the agribusiness offers specialty or artisanal products, such as
honey, jams, or cheeses, then the target market could be small grocery stores or gourmet
food shops.
 Farmers markets: If the agribusiness offers fresh produce or value-added products, such
as baked goods or preserves, then the target market could be farmers markets.
 Agriculturalists: students, working people that want to start their Agri business and need
guidance.

Ultimately, the right target market will depend on the specific products and services being
offered, as well as the local market conditions and competition. It's important to research and
understand the needs and preferences of the target market in order to develop an effective
marketing strategy.

2. Use of media type (traditional/digital) based on budget:

There are a few key differences in expenses when it comes to traditional media vs digital media.
Here are some of the factors to consider:

1. Cost of production: Traditional media, such as television commercials or print ads,

typically require significant production costs. This includes costs for actors, crew,
equipment, and post-production. In contrast, digital media such as social media or email
marketing may have lower production costs, as they often rely on existing content and
require less specialized equipment.

2. Cost of distribution: Traditional media often involves significant costs for distribution,
such as buying airtime for television commercials or printing and distributing brochures or

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 flyers. Digital media may have lower distribution costs, as online platforms are often free
or low-cost to use.

3. Targeting options: One advantage of digital media is the ability to target specific
audiences with precision. This can help reduce costs by ensuring that your message is only
seen by those who are most likely to be interested in your product or service. In contrast,
traditional media may have less precise targeting options, which can result in wasted
advertising spend.

4. Measurement and tracking: Digital media typically offers more robust measurement and
tracking options, allowing businesses to monitor the effectiveness of their advertising
campaigns and adjust their strategy accordingly. In contrast, traditional media may offer
limited measurement options, making it more difficult to determine the return on
investment.

Overall, while there are some upfront costs associated with digital media such as web design
and content creation, digital media is often more cost-effective than traditional media due to
lower production and distribution costs, precise targeting options, and robust measurement and
tracking capabilities. However, it's important to consider the unique needs and goals of your
business when deciding on a marketing strategy.

3. Creating a brand:
Creating a brand is important because it can help a company to differentiate itself from its
competitors, build trust and credibility with customers, create emotional connections, increase
brand awareness and recall, and increase the perceived value of its products or services.

Following steps could be done to create a brand for a small-scale agri-business:

1. Name: If you run a small-scale farm that produces organic vegetables, you could come up
with a name like "Green Patch Farms" or "Organic Harvest Farm". These names reflect the
nature of your business and are easy to remember.

2. Logo: You could create a logo that features an image of a patch of green vegetables, or a
sun rising over a field. The logo should be simple, yet memorable.

3. Values: If you're committed to sustainable farming practices, you could highlight this on
your website and social media channels. You could also use eco-friendly packaging and
materials, and use renewable energy sources to power your operations.

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4. Story: You could share the story of how you got started in farming, your passion for
sustainable agriculture, and your commitment to producing high-quality, organic crops.
Sharing your story can help customers connect with your business on a more personal level.

5. Products: If you grow a variety of crops, you could focus on the unique flavors and textures
of each crop, and highlight their nutritional value. You could also offer recipes and cooking
tips on your website and social media channels to help customers get the most out of your
products.

6. Customer engagement: You could engage with customers on social media by sharing
photos and updates from your farm, responding to customer inquiries, and offering special
promotions and discounts to loyal customers. You could also attend local farmers markets
and events to meet customers in person and build relationships.

4. Creating a website or a social media presence

A small-scale Agri business's website should provide visitors with all the information they need
to learn about your business, products, and values. Here are some highlighting points that you
can consider including on your website:

1. About Us: This section should provide visitors with a brief overview of your business,
including your mission statement, values, and history. You can also include information
about your team members, and what makes your Agri business unique.

2. Products: This section should showcase your products, including photos, descriptions, and
pricing information. You can also provide information on how your products are grown or
produced, and any certifications or awards your products have received.

3. Sustainability: If you're committed to sustainable farming practices, you should highlight

this on your website. This could include information on your use of renewable energy,
water conservation practices, and eco-friendly packaging.

4. Organic Farming: You can engage your customers by sharing tips that feature your
products. This can help customers get the most out of your products, and encourage them
to try new things.

5. Testimonials: Including customer testimonials on your website can help build trust with
potential customers. You can showcase positive reviews and feedback from satisfied
customers, and highlight any media coverage your business has received.

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6. Contact Information: Make it easy for customers to get in touch with you by providing
clear contact information, including your email address, phone number, and physical
address. You can also include a contact form on your website for customers to submit
inquiries or feedback.

By including these highlighting points on your website, you can create a strong online presence
for your small-scale agri business and help potential customers learn more about what makes
your business unique.

5. Attending or organizing local farmer events:

Attending or organizing local farmer events can be a great way to market your small-scale agri
business. Here are some of the benefits:

1. Build relationships: Attending or organizing local farmer events allows you to meet
potential customers and build relationships with them. By engaging with customers in
person, you can establish a personal connection and build trust.

2. Showcase your products: Local farmer events provide an opportunity to showcase your
products and allow customers to see, smell, and taste your crops. This can be a powerful
marketing tool, as it allows customers to experience the quality of your products firsthand.

3. Build brand awareness: By attending or organizing local farmer events, you can increase
awareness of your brand and products in the local community. This can help you build a
loyal customer base and increase sales.

4. Learn from others: Attending local farmer events allows you to network with other
farmers and learn about best practices in the industry. This can help you improve your own
farming practices and increase the quality of your products.

5. Increase sales: By attending or organizing local farmer events, you can increase sales by
selling your products directly to customers. This can be especially beneficial for small-
scale agri businesses, as it allows you to sell your products at a premium price and earn a
higher profit margin.
Overall, attending or organizing local farmer events can be an effective marketing strategy for
small-scale agri businesses. By building relationships, showcasing your products, and
increasing brand awareness, you can establish a strong presence in the local community and
build a loyal customer base.

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6. Developing Partnerships:
Developing partnerships can be a powerful marketing strategy for small-scale agri businesses.
Here are some ways in which partnerships can help promote your business:

1. Access to new markets: Partnerships can help you reach new customers and expand your
market reach. For example, partnering with a local restaurant or grocery store can help you
reach customers who may not be aware of your products.

2. Increased brand awareness: Partnerships can help increase brand awareness by exposing
your products to a larger audience. By partnering with other businesses or organizations,
you can tap into their existing customer base and raise awareness of your products.

3. Shared marketing resources: Partnering with other businesses or organizations can help
you pool your marketing resources and create more impactful campaigns. For example, you
could co-sponsor a local event or collaborate on a social media campaign.

4. Increased credibility: Partnering with other businesses or organizations can help increase
your credibility and reputation in the community. By aligning yourself with other respected
organizations, you can build trust with potential customers.

5. Cost savings: Partnerships can help you save money on marketing by sharing the costs of
campaigns or events. This can be especially beneficial for small-scale agri businesses that
may have limited marketing budgets.

Overall, developing partnerships can be a powerful marketing strategy for small-scale agri
businesses. By accessing new markets, increasing brand awareness, sharing marketing
resources, and building credibility, partnerships can help you promote your business and
increase sales.

7. Offer promotion and discounts:

Offering promotions and discounts can be an effective marketing strategy for small-scale agri
businesses. Here are some ways in which promotions and discounts can help promote your
business:
1. Attract new customers: Promotions and discounts can help attract new customers to your
business. By offering a special deal or discount, you can entice customers to try your
products and potentially become loyal customers.

2. Increase sales: Promotions and discounts can help increase sales by encouraging
customers to buy more of your products. For example, offering a discount for bulk
purchases can incentivize customers to buy more of your crops.

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3. Clear inventory: If you have excess inventory that needs to be sold quickly, offering a
promotion or discount can help you move those products. This can help you avoid waste
and increase revenue.

4. Encourage repeat business: Offering promotions and discounts to loyal customers can
encourage repeat business and build customer loyalty. For example, offering a discount
code to customers who sign up for a newsletter can encourage them to continue buying
from your business.

5. Generate buzz: Promotions and discounts can generate buzz and excitement around your
business. By promoting your deals on social media and through other channels, you can
attract new customers and increase brand awareness.

Overall, offering promotions and discounts can be a powerful marketing strategy for small-
scale agri businesses. By attracting new customers, increasing sales, clearing inventory,
encouraging repeat business, and generating buzz, promotions and discounts can help you
promote your business and increase revenue.

8. Choosing the right media platform:

The right media platform for a small-scale agri business will depend on several factors,
including the target audience, marketing goals, and available resources. Here are some popular
media platforms that may be effective for small-scale agri businesses:

1. Social media: Social media platforms such as Facebook, Instagram, and Twitter can be
effective for small-scale agri businesses. These platforms allow you to share photos and
videos of your products, engage with customers, and promote special offers or promotions.

2. Email marketing: Email marketing can be an effective way to reach existing customers
and promote new products or services. By sending regular newsletters or promotional
emails, you can keep customers informed about your business and build loyalty.

3. Local newspapers and magazines: Advertising in local newspapers and magazines can
be an effective way to reach customers in your area. These publications may have lower
advertising costs than larger, national publications, making them more accessible for small-
scale agri businesses.

4. Farmers markets and events: Participating in farmers markets and events can be an
effective way to promote your business and reach customers in person. These events allow
you to showcase your products, build relationships with customers, and increase brand
awareness.

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5. Influencer marketing: Partnering with influencers who have a following in the food or
agriculture industry can help promote your business to a wider audience. These influencers
can share photos and videos of your products, review your products, and promote your
business to their followers.

Overall, the right media platform for a small-scale agri business will depend on the target
audience and marketing goals. It's important to consider the benefits and costs of each platform
and choose the ones that will be most effective for your business.

9. Other marketing strategies:

Here are some unique marketing strategies for a small-scale agri business:
1. Farm-to-table dining events: Hosting farm-to-table dining events can be a unique way to
promote your business and showcase your products. These events allow customers to
experience your products in a unique and memorable way, while also learning about your
farming practices and values.

2. Farm tours: Offering farm tours can be a great way to educate customers about your
business and products. This can be especially effective for small-scale agri businesses that
prioritize sustainability and ethical farming practices.

3. Community-supported agriculture (CSA) programs: A CSA program allows customers

to purchase a share of your crops in advance and receive regular deliveries throughout the
growing season. This can be a unique and effective way to build loyalty among customers
and ensure a steady stream of revenue for your business.

4. Educational workshops: Hosting educational workshops can be a great way to build

relationships with customers and demonstrate your expertise in the agriculture industry.
Workshops can cover a variety of topics, from cooking with fresh produce to sustainable
farming practices.

5. Social media challenges: Social media challenges can be a fun and engaging way to
promote your business and products. For example, you could challenge customers to share
their favorite recipe using your produce and offer a prize to the winner.
Overall, these unique marketing strategies can help small-scale agri businesses differentiate
themselves from competitors and build stronger relationships with customers. By offering
unique experiences, educational opportunities, and engaging challenges, you can promote your
business and products in a memorable and effective way.

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Marketing Plan

Marketing Objective:
Increase brand recognition by 25% in the next six months by creating a consistent brand image
across all marketing collateral, including website, social media, and advertising. Partner with
local farmers markets and events to increase brand exposure and gain new customers by
participating in vendor events and sponsoring community events that align with the brand's
values.

SWOT Analysis for Symbiosis:

Strengths Weakness
 Locally sourced and sustainable  Limited marketing and advertising
products budget compared to larger
 Strong relationships with suppliers competitors
and customers  Limited production capacity that may
 Unique and high-quality products not meet demand during peak seasons
that stand out from competitors  Dependence on seasonal produce and
 Skilled and experienced staff who are weather patterns
knowledgeable about the products  Lack of diversification in product
and industry offerings

Opportunities Threats
 Growing demand for locally sourced  Intense competition from larger
and sustainable products agribusinesses with greater resources
 Opportunities to expand product and marketing power
offerings and diversify the business  Fluctuations in market prices and
 Collaborating with local restaurants weather patterns that can affect
and chefs to increase brand production and profits
awareness and reach new customers  Changes in government policies and
 Expanding online sales and reaching regulations that may impact the
new markets through e-commerce industry
platforms  Consumer trends and preferences that
may shift away from locally sourced
and sustainable products

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Marketing Initiatives:
Description Working on building a blog property that becomes a go-to
resource for our customers’ curiosity for future of agri-
business – and the number-one source of leads month over
month.

Goal of initiative Improve customer engagement by creating compelling

content that showcases the brand's story, values, and products
on social media and the website.

Metrics to measure success 200 impressions and 0.67% engagement on Instagram

Target Audience:
Local Farmers: Symbiosis offers products or services that cater to local
farmers, such as fertilizers, pesticides, or equipment, then the
target market could be local farmers.

Farm-to-table restaurants: Farm-to-table restaurants prioritize locally sourced and

sustainable ingredients, which can create a strong opportunity
for Symbiosis that practices sustainable and ethical farming
practices.

Agriculturalists or agri- Students, working people that want to start their Agri
business enthusiasts business and need guidance.

Budget:
Over the course of 6 months, given the cash allotted to the Marketing, this would be expected
to invest in the following items to ensure that Symbiosis can meet the objectives outlined in
this marketing plan:

Marketing Expense Estimated Price

Website Design Rs. 5,000 (one-time)

Google Ads Pay Per Click Rs. 12,000

(PPC)

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 Instagram sponsored ads Rs. 1,200

Facebook Ads Rs. 8,000

Total Rs. 26,200

Marketing Channels:

Webinars:
Purpose of channel Brand awareness, customer acquisition, and client
engagement.

Metrics to measure success Webinar signups, signup-to-attendance rate, attendee-to-

QL rate.

Instagram:
Purpose of channel Employee branding, company brand awareness, visual
engagement.
Metrics to measure success Followers, likes.

Facebook:
Purpose of channel Employee branding, company brand awareness, visual
engagement.
Metrics to measure success Followers, likes.

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Findings
1. Understanding the target audience: A small-scale agricultural business must have a clear
understanding of its target audience. This includes demographic information such as age,
income, and location, as well as their interests, needs, and values. This information can help
the business tailor its marketing messages and strategies to effectively reach and engage its
target audience.

2. Emphasizing unique selling points: Small-scale agricultural businesses often have unique
selling points such as sustainable farming practices, organic produce, or local sourcing.
Emphasizing these unique selling points can help the business stand out from competitors
and appeal to consumers who prioritize ethical and environmentally friendly products.

3. Leveraging digital media: Digital media can be a cost-effective and efficient way for small-
scale agricultural businesses to reach their target audience. This includes social media
platforms, email marketing, and online marketplaces. Digital media allows businesses to
target specific audiences, track and measure their marketing efforts, and engage with
customers in real-time.

4. Building partnerships: Partnering with other local businesses or organizations can be a

valuable marketing strategy for small-scale agricultural businesses. This can include
collaborations with restaurants, farmers markets, or community organizations to promote
products and increase visibility.

5. Offering promotions and discounts: Offering promotions and discounts can be an effective
way to encourage customers to try products and increase sales. This can include discounts
for first-time customers, bundle deals, or loyalty programs.

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Conclusion
Developing a marketing plan is essential for the success of a small-scale agricultural business.
It requires a thorough understanding of the target audience, unique selling points, and effective
marketing strategies. By leveraging digital media, building partnerships, and offering
promotions and discounts, small-scale agricultural businesses can effectively promote their
products and increase sales.

In today's market, small-scale agricultural businesses face tough competition from large
corporations. Therefore, it is important for these businesses to differentiate themselves from
their competitors by emphasizing their unique selling points and values. This can include
sustainable farming practices, organic produce, and local sourcing. By building a brand around
these values, small-scale agricultural businesses can attract customers who prioritize ethical
and environmentally friendly products.

Moreover, leveraging digital media can help small-scale agricultural businesses reach a wider
audience and engage with customers in real-time. Social media platforms, email marketing,
and online marketplaces provide cost-effective and efficient ways to promote products, build
relationships with customers, and measure marketing efforts.

Another strategy is to focus on building relationships with customers. This can be achieved
through personalization and exceptional customer service. Small-scale agricultural businesses
can get to know their customers by offering surveys, hosting customer appreciation events, and
responding promptly to inquiries and feedback. By building strong relationships with
customers, businesses can improve customer loyalty and generate positive word-of-mouth
marketing.

Moreover, small-scale agricultural businesses can also leverage traditional media such as print
advertising, radio ads, and community outreach events. While digital media offers many
advantages, traditional media can still be effective in reaching specific audiences and building
brand awareness. Small-scale agricultural businesses can work with local newspapers, radio
stations, and community organizations to promote their products and events.

Overall, developing a marketing plan for a small-scale agricultural business requires a

combination of traditional and digital marketing strategies, effective timing and
personalization, exceptional customer service, and an understanding of market trends and
consumer behavior. By implementing these strategies, small-scale agricultural businesses can
effectively promote their products, increase sales, and build strong relationships with
customers.

In conclusion, developing a marketing plan for a small-scale agricultural business requires a

combination of strategic planning, creativity, and an understanding of the target audience and
market trends. By implementing effective marketing strategies, small-scale agricultural
businesses can effectively promote their products and stand out in a competitive market.

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Suggestions

To gain market share in the market, Symbiosis can apply the following strategies:

1. Build relationships with local businesses: One of the best ways to grow a small agri
business in a small city is by building strong relationships with local businesses. By
partnering with restaurants, cafes, and grocery stores, you can create a steady stream of
customers for your products. You can also consider offering discounts or special
promotions to incentivize these businesses to work with you.

2. Attend local events: Participating in local events such as farmers markets, festivals, and
fairs can help you reach a wider audience and promote your products. These events provide
an opportunity to showcase your products, as well as network with other local businesses
and customers.

3. Offer online ordering and delivery: Offering online ordering and delivery can help you
reach customers who may not be able to visit your physical location. This can also help you
expand your customer base beyond your immediate geographical area. You can consider
partnering with delivery services such as DoorDash or Grubhub, or offering your own
delivery service.

4. Create a loyalty program: Creating a loyalty program can help you retain customers and
incentivize them to make repeat purchases. You can offer discounts, free products, or
exclusive access to events or products for loyal customers.

5. Host educational events: Hosting educational events such as workshops, farm tours, or
cooking classes can help you engage with customers and provide them with a deeper
understanding of your farming practices and products. This can also help you build trust
and credibility with your customers.

By implementing these strategies, a small agri business can grow in a small city and increase
their customer base and sales. It's important to remember that building a successful business
takes time and effort, but with a strong marketing plan and a commitment to customer
satisfaction, small agri businesses can thrive in small cities.

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Bibliography

Books:
1. Principles of Marketing by Philip Kotler

2. Digital Marketing by Dummies

3. Hit Markets: The Science of Popularity in an age of Digital Distraction

Websites:
1. https://brandingstrategyinsider.com/4-types-of-marketing-plans-and-strategies/

2. https://www.indeed.com/career-advice/career-development/purpose-of-the-marketing-
plan

3. https://blog.hubspot.com/marketing/marketing-plan-examples

4. https://www.investopedia.com/terms/m/marketing-
plan.asp#:~:text=A%20marketing%20plan%20is%20the,company%20will%20measu
re%20its%20efforts.

5. https://www.godrejagrovet.com/

6. https://www.simplilearn.com/traditional-marketing-vs-digital-marketing-
article#:~:text=Digital%20marketing%20is%20generally%20more,type%20of%20ma
rketing%20to%20use.

7. https://www.peppercontent.io/blog/traditional-vs-digital-advertising-cost/

8. https://cgspace.cgiar.org/bitstream/handle/10568/64807/RRRP_02-
2_Eng_pack.pdf?sequence=1

9. https://digitalcommons.usu.edu/cgi/viewcontent.cgi?article=1260&context=gradrepor
ts
10. https://mygreenvalue.com/agribusiness-marketing-promotion-strategies/

11. https://smallbusiness.chron.com/agricultural-marketing-strategy-61686.html

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