2. MARKETING PLAN
Executive summary
Situational analysis
Action plan
Goals
Strategy
Tactics
Implementation
Control
Exhibits

3. 1. EXECUTIVE SUMMARY
FARM TO HOME, a revolution in the way farm products are
sold, is a platform to strictly facilitate the trade between
the farmers and the ultimate customers. Also, it aims to be
part of the healthy families by providing them with the
• Nutrition content of each commodity available on FARM
TO HOME.
• Suggests new and healthy recipes for all kinds farm
products.
• Also, to provide advice on nutrition, health and fitness by
drawing up an exclusive diet-plan for every family type.

4. The main purpose behind the idea of FARM TO HOME is
to cater to the health requirements of today’s families and
to provide a rich market to farmers who are unable to get
fair prices for their goods due to long chains of
intermediaries.
The product offering can be broadly categorized as
follows:
• Vegetables
• Fruits
• Dairy products
• Herbal products
• Fresh meat (limited quantity on specific days only)

5. FARM TO HOME, once launched successfully on the Google
Play Store, App Store and Windows Market Place; will have
exceptional back-end management and user interface, to
foster its success.
The owners of this App, new to this entire idea, have zest
and passion to make it a huge success and create value to
customers and other stakeholders.
The idea is to launch a “FREEMIUM” version of the
App, targeting all the family types, especially
women and proactive fitness enthusiasts; AND
small-medium-large scale farmers

6. The goal of the App is to be successfully launched by 1st
August, 2016 and to have 10 million subscribers by 31st
March, 2017.
Objectives:
• To have at least 2% conversion rate (i.e., free services
to premium services)
• To strictly stick to its purpose.

7. 2. SITUATIONAL
ANALYSIS

8. 2.1 COMPANY OVERVIEW
Strengths
• Sound R&D
team
• Proactive
investors
• Round the
clock
customer
support
• Government
support
• Healthy
demand for
the product
line.
Weaknesses
• Lack of
experience
• Technological
challenges due
to lack of
awareness
amongst
farmers
Opportunities
• Growing
health
consciousness
amongst the
population
• Technological
advancements
Threats
• Pressures
stemming
from
competition
• Unwillingness
of farmers
• Non-
acceptance
• Technological
advancements
• Improper
pricing
strategies

9. 2.1 COMPANY OVERVIEW
To Ultimate Consumers
• Vegetables
• Fruits
• Dairy products
• Herbal products
• Fresh meat (limited quantity
on specific days only)
• Nutrition, fitness and recipes
• Diet plan for every family
type exclusively
To Farmers
• Platform for smooth sales
Product Line

10. 2.2 MARKET OVERVIEW
Potential
competitors
• Mandi Trades
• Rainbow Agri
• HealthTap
Potential
customers
• House wives
• Fitness
enthusiasts
• Farmers
Collaborators
• Seed Funds
Pvt. Ltd
• Trojan
Technology
Development
Pvt. Ltd.
• Race Logistics
Pvt. Ltd.

11. 2.3 TARGET CUSTOMERS

12. 3. ACTION PLAN

13. 1. To launch the app by 1st August, 2016, on
Google Play Store, App Store and Windows
Marketplace.
2. To have 10 million subscribers by 31st March,
2017.
3. To maintain a steady conversion rate of 2%
4.To strictly serve the purpose for which it has
been framed.
5. To achieve gross sales of 50 lakhs by 31st
March, 2017.

14. 3.2 STRATEGY
3.2.1 TARGET MARKET
3.2.2 VALUE PROPOSITION

15. 3.2.1 TARGET MARKET
CUSTOMER NEEDS THAT WILL BE
SERVED:
Farmers provided with a platform to facilitate smooth sale at fair prices.
Fresh farm products made available at fair prices, as the middle men are eliminated.
(Farm to Home will be a revolutionary facilitator of farm sale)
Rich quality.
Inventory details and Faster delivery with tracking.
Nutritional value of vegetables/fruits/farm produce
Rare nutritional recipes
Advice on nutrition based on the customer's family health record submitted.
(PREMIUM FEATURE)

16. 3.2.1 TARGET MARKET
KEY COLLABORATORS
Suppliers
Farmers Union, Seed
Funds Pvt. Ltd, Trojan
Technology Development
Pvt. Ltd.
Strategic Goals:
To finish with the mandatory
preparations before 1st August,
2016. And to timely review and
evaluate the system.
Channel
Members
Race Logistics Pvt. Ltd
Strategic Goals:
To make timely availability of
services and ensure safety of
goods while in transit.
Communication
Partners
-Self-
Strategic Goals:
To publicize about the App on
all the social media networks
effectively. To enable prompt
communication with the
stakeholders.

17. 3.2.1 TARGET MARKET
STRATEGIC BUSINESS UNIT
The SBU of FARM TO HOME is the Premium version of the app. It’s profitability
depends on the number of conversions (2% of subscriptions)
Personnel Involved: Meghana M., Seed Funds Pvt. Ltd.
Key stakeholders:
Farmers Union
Seed Funds Pvt. Ltd
Trojan Technology Development Pvt. Ltd.
Race Logistics Pvt. Ltd

18. 3.2.1 TARGET MARKET
KEY COMPETITORS

19. 3.2.1 TARGET MARKET
CONTEXT
The current Socio-Political environmental factors are
in favor of startups, especially the one favoring the farmers.
The economic factors are also favorable since lot of
incentives are made available for startups.
Technological factors have a very important bearing on
the entire App infrastructure. Once not updated, an App can
fade into oblivion.

20. 3.2.2 VALUE PROPOSITION
To Customers
• Freshness and
quality
• Healthy lifestyle
ensured
• Over all, one stop
solution for
needs like farm
fresh products
and exclusive diet
plans.
To Collaborators
• Very Unique idea
which has
immense
potential to
attract more
subscribers
• Innovation
To Company
• Helps build
brand-equity.
• Better returns on
investment
ensured.
• Wealth
maximization
probable.

21. 3.3 TACTICS
PRODUCTS
Farm fresh products available at true and fair
prices. The urge to remain healthy addressed.
SERVICES
Prompt delivery, quality assurance, nutrition
related advice, new nutritional recipes.

22. 3.3 TACTICS
BRAND
The logo was selected to depict how the freshness and quality of farms is
catered directly to home, without the involvement of hideous chains of
intermediaries. The extension of this, the premium version, is to provide
health related services.

23. 3.3 TACTICS
PRICE
FARM TO HOME is a “FREEMIUM APP” with a
clear distinction between free and premium
services provided. The price Rs. 150, for premium
version is fixed after considering the actual and
imputed costs (for the customers).
INCENTIVES
For Customers: Occasional discounts and post
dated coupons for referrals.
For Collaborators: higher say in decision making
and free services once a month for Rs. 5000.
For Company Personnel: Free services once a
month for Rs. 750 and if the said targets are met,
25% of profits will be distributed as dividends.

24. 3.3 TACTICS
COMMUNICATION
For customers and people interested in
business: Press kit and social media
platforms
For key stakeholders: formal meetings
and Mails
DISTRIBUTION
All distribution correspondence will
be thru the App.

25. 3.4 IMPLEMENTATION
INFRASTRUCTURE
FARM TO HOME is a functional-type organization. Therefore, the HR will be deployed as
per the requirement of the situation.

26. 3.4 IMPLEMENTATION
PROCESSES AND SCHEDULE
(from marketing perspective)
Implementation
(Free services)
On 1st August, 2016
Introducing premium
services on 15th September,
2016
Publicizing on
all social media
formats from
1st July, 2016
through the
app life
Release of
referral codes on
5th August, 2016
through the
entire app life.

27. 3.5 CONTROL
PERFORMANCE EVALUATION

28. 3.5 CONTROL
ENVIRONMENTAL ANALYSIS
CHANGE RESPONSE STRATEGY
will be both PROACTIVE and
REACTIVE. Market should be
thoroughly studied and reasonable estimates
and assumptions will be made to have a
proactive approach. For changes in the
political factors, mostly, it’ll be a reactive
strategy.
All the foreseeable changes, if threats will be
leveraged and hedged for and if
opportunities, they’ll be harnessed to the
maximum extent possible.

29. 4. EXHIBITS

30. 4.1 EXHIBITS
BEST AND WORST CASE SCENARIOS
Best Case
The app meets the
expectations of all the
stakeholders, huge value
addition to customers’
lives and is a MASSIVE
HIT
Worst Case
The app doesn’t launch on
the decided dates and
targeted customers are
not at all aware of the
App.

31. 4.1 EXHIBITS
POP AND PODs
Points of Parity- sale of farm produce from farmer directly to the customer.
Points of Differences-
-No middlemen/traders. It's farmer and the ultimate customer. Farm to House is a
revolutionary facilitator.
-Farm to Homes, based on the consumer's buying trends and family details, also provides
advice on nutrition and health. What kind of foods is best suited for each family type.
- Customers can track the availability of stock, nearest warehouse and their delivery. (this
includes the details of person delivering)

32. SUMMARY
Executive summary
Situational analysis
Action plan
Goals
Strategy
Tactics
Implementation
Control
Exhibits

33. DISCLAIMER
Created by Meghana M., BVC Hyderabad,
during Marketing Internship by Prof. Sameer
Mathur, IIM Lucknow.