Ecom541 Marketing Plan

Topics: Marketing, Internet marketing, Marketing strategy Pages: 19 (7777 words) Published: June 19, 2013
Cassandra Lavitoria Schissler
From the Farm, Inc. Marketing Plan
ECOM541 – Electronic Commerce Marketing Management
Professor Wells
Keller Graduate School of Management
April 15, 2013
Executive Summary
The purpose of this paper is to determine how to drive more sales to From the Farm’s website as well as increase overall brand awareness through the use of targeted marketing and advertising programs and also to gain a deeper insight of prospective customers which can assist in forming target market segments and creating targeted marketing and advertising programs that cater to those segments. Furthermore, we need to determine how to remain cost-effective with these proposed improvements to the marketing programs. Being a small e-commerce startup with limited funds and personnel, FTF has struggled for over four years to create effective marketing programs and have seen very little positive impact of their past marketing efforts. The lack of an effective marketing strategy which includes targeted advertising has led to increased and somewhat unnecessary marketing costs because several of the marketing campaigns are built on the premise of “testing it out” and seeing what kind of response it gets. The implementation of targeted marketing and advertising programs can not only increase From the Farm’s sales revenue, but also be more cost-effective since the campaigns are targeted and relevant to their audience. In addition, an improved digital marketing strategy can help FromTheFarm.com improve their overall market positioning due to the fact that they will gain a better understanding of their customers through the data that is collected and thus enable them to build a more effect online marketing strategy. Furthermore, this enhanced insight of their customers can also enable them to improve their product development and product offerings on their website. All of these things combined can definitely contribute to growing their sales revenue and more importantly, by having targeted marketing and advertising programs, they can ensure that every dollar spent is not a dollar wasted. Company Background

From The Farm, Inc. (FTF) is a privately-owned e-commerce company headquartered in Stockton, California which specializes in the sales and home delivery of gourmet and organic foods and produce. FTF was founded in 2008 with the purpose and intent of becoming “America’s Online Farmer’s Market”. According to a report done by the United States Department of Agriculture (USDA), farmers only earned an average of $0.16 for every dollar spent on the food they produced (Canning, 2011). FTF’s mission is to provide an online marketplace which connects customers with American Family farms by offering farm-fresh products and other specialty food items delivered straight to their door. By allowing customer to purchase directly from the farmer though the website, they cut out the middle man, and therefore give customers the opportunity to taste and experience what truly fresh food and produce tastes like while also supporting the success and livelihood of hard-working farmers all over the county. FromTheFarm.com is currently funded by its parent company, Onions, Etc., one of the largest onion distributors in the United States. Currently, FTF only has two full-time employees – the Chief Marketing Officer (CMO)/General Manager and a Marketing Specialist – in addition to the Founder/CEO, one marketing intern, and one contract-based Marketing/PR Consultant. Any other tasks with regards to finance and accounting are handled by Onions, Etc. personnel and all IT related tasks are outsourced to an outside IT firm and web design firm. FTF has undergone major organizational changes in the past twelve months, in an effort to restructure the marketing team with the intention of implementing an improved marketing strategy in order to grow sales and increase brand awareness. Due to limited funds and personnel, FTF has struggled to create an effective...

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