Planning and Implementation

Thank you for your Time

Questions?

Budget

VFMA Corporate Objectives

• Provide a clear direction on how to strengthen brand perception of our ‘Accreditation ticks’ and ‘get it out of the market 'and visible to new audiences
• Continue and strengthen our connection with our Friends, social media followers and relationships with journalists.
• Engage and maintain connections with 25-35 demographic

Marketing Plan Proposal

Strategy 2

Recruit Interns to improve marketing capabilities and skills of the VFMA, and help implement strategies

Tactic 1: Create Intern Information flyers for students

Tactic 2: Approach business lecturers to promote the internship program

Tactic 3: Create an information page on the VFMA website

Corinne Harle

Tess Rowlatt

Julia Canavan

Grace Ramage

Conor Lloyd

Objective 1

Customer Analysis

Strategy 1

Conduct research on current average market attendance levels

• Age group 25-35 years old
• 50 + years old
• Niche customer market

50 + age group

• Average Duration: 1 hour
• Various reasons to attend markets
• Marketing activities that reach this segment

Stallholders

Tactic 1: Develop a list of markets that have definitive entry points

Tactic 2: Measure attendance levels of these markets

Tactic 3: Collate data to calculate the attendance rates

Supplier Analysis

Strategy 1

Improve the organisational efficiency and unity of the VFMA management

Two distinct levels of supply:

•At macro/state level:

-$2.1m government grant (2011)

•At a micro/local level:

-VFMA stallholder membership-Government forms (food safety registration/statement of trade)-Land/wastage/toilets-Third party (eg. Altegra)

Tactic 1: Increase the frequency of VMFA meetings between VFMA management and individual market management.

Tactic 2: Measure market manager satisfaction

Tactic 3: Create a uniform stall pricing system across the board

Strategy 2: Increase awareness of the VFMA markets to our target market

Objective 2

Tactic 1: Media release

Tactic 2: Approach commercial cooking/travel related programs such as Ready steady cook, Postcards, or Masterchef

Strategies and Tactics

Strategy 3: Improve communication to customers in order to unify markets and strengthen the VFMA brand

Situation Analysis

Tactic 1: Increase the level of VFMA onsite branding

Tactic 2: Display signage advertising VFMA markets on a big ‘map’ banner

Tactic 3: Implement SMS marketing

Tactic 4: Continue to grow the VFMA customer database by signing up customers at the entry/donation desk

What's going on around you

Internal Analysis

Marketing Objectives

Non-Marketing Capabilities

• Company Overview and Structure
• Human resources
• Committee
• Farmers

Current Marketing Capabilities

• Margins and profits
• Integrated marketing communication
• Customer profitability

Financial Analysis

Strategy 2: Initiate a “Loud and Proud’ campaign targeting the stallholders of accredited markets, to encourage accredited stalls to display their accreditation tick

Tactic 1: At the quarterly VFMA meetings reiterate the importance for market management to encourage stallholders to display their accreditation ticks.

Tactic 2: Distribute flyers to stallholders at every market with the slogan “Loud and proud”, asking them to display their accreditation tick on their stall.

Tactic 3: Introduce a loyalty-based incentive scheme for stallholders

Competitor Analysis

Objective 3

VFMA has direct and indirect competitors

in the food-retailing industry

Direct Competitors:

• Melbourne’s primary fresh produce markets and other farmers’ markets, as well as local grocery stores.

• Organic food stores (primarily in metropolitan areas)

Main Indirect competitors:

• Victoria’s major supermarket chains

Objective 1: Increase the operational efficiency of the VFMA, and the subsequent satisfaction of individual market managers by 20% over the 2013, twelve month period

Objective 2: Increase current average market attendance by 15% by over the 2013, twelve month period

Objective 3: Increase the number of accredited markets from 22 to 30 over the 2013, twelve month period

Strategy 1

Initiate a ‘put your market on the map’ campaign targeting stallholders in non-accredited markets

Industry Analysis

Victorian Food Retailing Industry

Tactic 1: Invite market management of non-accredited markets to the VFMA quarterly meetings to demonstrate the benefits and support of being a part of the VFMA

Tactic 2: Provide start up packs to non-accredited market managers to be distributed to individual stallholders

Macroenvironmental Analysis -

some of the important trends

• Aging Population
• Global Financial Crisis
• Health awareness
• Slow food movement
• Mobile Phone ownership