VI. Marketing Plan
This Section's Contents
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[Company Name] seeks to position itself as a high-quality premium source of fresh salmon in the fish farming market. Consumers can expect the best tasting salmon on the market grown and harvested by skilled fish farmers in [location].
The [Company Name] Brand
The [Company Name] brand will focus on the Company’s unique value proposition:
- Fresh, healthy, organic salmon
- Contains no GMOs, antibiotics, or growth hormones
- Farmed sustainably using the latest technology and best practices
- Service built on long-term relationships
- Transparency of operations to achieve customer assurance of organic quality
Promotions Strategy
[Company Name] expects its target market to be food processors and local restaurant and grocery store owners within a 50-mile radius of its location. The Company’s promotion strategy to reach these customers includes:
Targeted Cold Calls
[Company Name] will initially invest significant time and energy into contacting potential customers via telephone and then by visiting their facilities. In order to improve the effectiveness of this phase of the marketing strategy, a highly-focused call list will be used; targeting food processors, local restaurant owners, and independent grocery stores with an expressed interest in organic salmon. As this is a very time-consuming process, it will primarily be used during the startup phase to build an initial customer base.
Industry Events
By attending regional fish farming and aquaculture conferences, association meetings, and other events, [Company Name] will network with industry leaders and seek referrals to potential customers. [Founder’s Name] will often attend with the company sales manager, but both may attend separately in the future as they gain experience in this type of networking.
Networking
Networking is one of the most effective methods for improving brand awareness in the fish farming market. The Company will attend seminars, trade shows, conferences, and other gatherings of the aquaculture community.
Local Directory Marketing
[Company Name] will announce details about its products in local directories to keep readers informed about the Company’s offerings.
Social Media
[Company Name] will invest in a social media advertising campaign. The marketing manager will create the Company’s social media accounts and invest in ads on all social media platforms. It will use targeted social media marketing tactics to appeal to the target demographics.
Local Publications
The Company will also invest in advertising in selected local publications until it has achieved significant brand awareness. Publications such as local newspapers, magazines, and advertisements will be used to introduce the community to the company.
Website
[Company Name] will invest heavily in developing a professional website that displays all of the benefits of its fish farm and the quality of the salmon it offers. It will also invest heavily in SEO so that the brand’s website will appear at the top of search engine results.
Special Offers
Offers and incentives are an excellent approach to assisting businesses in replenishing the churn in their customer base that they lose each year. The Company will introduce special offers to attract new consumers and encourage repeat purchases, which will be quite advantageous in the long run.
Pricing Strategy
[Company Name]’s pricing will be premium and higher than competitors due to the products being better quality. Consumers will feel they are getting the best value when purchasing salmon from the Company’s fish farm.
