MARKETTING PLAN FOR ORGANIC VALLY 1
MARKETTING PLAN FOR ORGANIC VALLY
Your final portfolio for the class will be to create a marketing plan for the company of your choice. You will need to
select a company that you have not used for your other assignments in the class. Your plan information should
address all areas covered in this course for a marketing plan. The Company-Business Profiles link found in the
Library under the How to Find section, is a great place to look for company information for this assignment.
Use the marketing plan that is linked below and that is required reading for this module for your final portfolio project
as a broad guide. The marketing plan document is essential to business strategy and is a focal point of this
introductory class. The essential information of a marketing plan is outlined in this document and will serve as the
blueprint for your portfolio project due this week.
  Executive Summary This provides a busy executive everything he/she needs to know to
invest (or not) in your proposal. It captures your key proposal and recommendations/decision
factors, andprojected outcomes of the plan’s recommendations) (1/2 page)
  Company Overview. (1/2 -1 page)
  Situational analysis (includes a SWOTanalysis; identify at least 2 significant factors for each
of the 4 SWOT components. Identify applicable trends that are statistically supported. Competitive
analysis: create a comparative chart and discuss key aspects. (1 -2 pages)
  Identify objectives or goals; briefly describe your proposal…describe what’s new and why.
What is the opportunity to be addressed or the problem to be solved? (1/2 – 1 page)
  STDP- Segmentation criteria; Targeting- roughly size your target market; Differentiation-
how is your product/service different from your competition?; Positioning- what do you want your
customer to think of regarding your brand, product, proposed product?)…take an analytical
approach to this section. How will marketing research be used to support the planning,
implementation, and monitoring process? What research methodologies will be used? Create at
least one perceptual map (as applied to differentiation or positioning). ( 2 pages)
  Marketing strategy: Explain and support your marketing mix component decisions (4
P’s),using academic concepts and academic reference sources. Add a sub-section on ethical
and/or legal factors, plus CSR (corporate social responsibility) strategy summary. (1 -2
pages)
  Financial projections. Present a summary spreadsheet. For example: years 1,2, and 3 units
sold, sales volumes. Estimate marketing expenses for promotions/advertising. What is the projected
timeline of the product life cycle’s introduction and also growth stage? ( 1 page)
  Implementation plan: specific series of tactics and steps that will be taken (primarily
focused on distribution, marketing communications, promotion, PR, etc.) . Create a chart depicting
your advertising/promotion plan with actions, time frame, media choice, etc. Include
a MarketingTechnology sub-section: How will marketing technology be used throughout the
marketing process: marketing research, communications, promotions, monitoring, etc. (2 pages)
  Evaluation and control metrics: How will you monitor progress of outcomes in your plan?
How will you define and measure success? Connect these to your objectives and goals. (1/2- 1
page)
  Conclusion (1 paragraph)

MARKETTING PLAN FOR ORGANIC VALLY 2
Assignment Grading
Course: Name
Marketing Plan for Organic Valley
Yours Name
Professor’s Name [optional]
University
Marketing Plan for Organic Valley
Executive Summary
Organic Valley is one of the largest cooperative farmer organization which is offering the
organic healthy products like mil products, chicken products etc. This marketing proposal targets
key aspect of business that is targeting customers through on-line marketing and associating
them with the organization. Two latest on-line marketing techniques – Social media marketing
and mobile e- marketing are proposed as a marketing solution to target the customers form all the
segments. Budget required for this marketing plan is very less compared to direct marketing cost
of organization. Expected outcome will the increment in the sales by 25% and association of the
customers with the organization.
Company Overview
Organic Valley is a cooperative organization of farmers based in La Farge, Wisconsin, United
States. The organization was founded in the 1988 at the time where family farms were going to
extinct due to heavy industrialization. The industry in which this organization is operating is
Agricultural cooperative industry. Current CEIEIO of this cooperative is George Siemon. In the
1988 with the local area farmers, he created the Coulee Region Organic Produce Pool (CROPP)
to ensure the good food quality and to maintain a clean environment. As a CEO George Siemon

MARKETTING PLAN FOR ORGANIC VALLY 3
used his leadership in organizing local farmers and creating the market support for organic
agriculture product across the country
Currently it is the largest organic farmer cooperative in the world."The mission of
CROPP is to create and operate a marketing cooperative that promotes regional farm diversity
and economic stability by the means of organic agricultural methods and the sale of certified
organic products"(). Now it is officering many organic products like cheese, Butter, orange juice,
milk, soy, eggs etc. As per the 2012 annual sales report the exact revenue was $928 million.
Organic valley exports products in 27 countries including Canada, Japan and China. In US it
offers products in most of the sates.
It has 800 full time employee and almost 1850 farmers those are continuously working
for improvement of the organic products as of 2014 reports. Today organic valley has become
one of the nation's largest producers and distributors of organic products like dairy products,
eggs etc. Along with these products Under the Organic Prairie brand it also do distribution of
pork, beef, turkey, and chicken products.. In 2009, Organic Valley launched a partnership with
Stonyfield Farm and HP Hood agreeing to license the Stony field fluid milk brand, and manage
sales and distribution.. This organization is growing with a very good pace as in the 2003 total
sales were $156 million and in 2013 it reached to $928 millions.
Objectives of Marketing Plan
The goal of this marketing plan is in lined with the actual goals of organization. Goal is to
ensure the availability of organic products for everyone in the world by producing and delivering
the most nutritious and best tasting food item by empowering the farmer. This marketing plan
proposes on-line marketing of the products by using the on-line advertisement and with the use

MARKETTING PLAN FOR ORGANIC VALLY 4
of social media along with the various off-line medium of marketing. This proposal ensures that
every customer gets the proper information about the organic valley products and can also take
part in cooperative by providing the feedback for the products. It will ensure the association of
the customers with the organization. On-line marketing will remove the physical boundaries and
huge customer segment of Asian and European market will be targeted to increase the overall
sales of organic product.
Currently Organic valley is offering service to limited number of customers as in the
market there is not so much promotion is taking place of the organic products. A big part of
customer is not aware about the products, products quality and the importance of using these
organic and health products. Due to lack of awareness customers are continuously buying the old
products that are not good for them. By this new marketing plan Organic Valley will be able to
aware the customers about all their products like milk, eggs, cheese, etc. organization will be
able to show cases the superiority of its products as all products are made in best possible
organic process which is suitable for customers health and also to ensure the good environment
also.
Through this marketing plan of on-line marketing organization will be able to connect
with their customers effectively. By using social media marketing all new products and existing
products details will be there for customers. By making customer aware about the product and its
good quality organization will be able to target new customers. Issue of promoting new products
in the market will be directly resolved with this new marketing plan.
Situational analysis
SWOT Analysis is best way to access the current situation of the organization. It
identifies the current strength, weakness along with the opportunities and threats. The below

Marketting Plan For Organic Vally

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