Final Marketing Plan for Ecoguardians SoilFood Fertilizer

This report presents a comprehensive marketing plan for Ecoguardians' SoilFood fertilizer, designed to address the growing issues of food waste and soil degradation. The plan begins with an executive summary highlighting the environmental concerns and the role of SoilFood in waste management. It includes a detailed analysis of the present scenario, background of the sustainable offering, environmental analysis, and market and customer analysis, identifying commercial kitchens, supermarkets, and healthcare industries as the primary target market. The report outlines specific financial and marketing objectives, along with sustainability goals, and details the marketing strategies, including positioning, product features, pricing, placement, and promotion. It also covers the channel structure, distribution intensity, and logistics services. The marketing implementation section details the strategies, timelines, and associated costs, culminating in a budget and evaluation plan. The report emphasizes the importance of waste differentiation and conversion into useful fertilizers to promote organic crop cultivation. The report also includes detailed tables on demand and pricing strategies and concludes with references.

RUNNING HEAD: Final Marketing Plan
Final Marketing Plan
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Final Marketing Plan
Table of Contents
Present scenario........................................................................................................................................3
Background to the sustainable offering................................................................................................3
Environmental analysis.........................................................................................................................3
Market and customer analysis..............................................................................................................3
Objective..................................................................................................................................................4
Financial objectives of Ecoguradians are to..........................................................................................4
Marketing objectives............................................................................................................................5
Ecoguradians objective for sustainability.............................................................................................5
Target market...........................................................................................................................................5
Marketing strategies.................................................................................................................................6
Positioning............................................................................................................................................6
Product.................................................................................................................................................6
Price......................................................................................................................................................7
Placement.................................................................................................................................................9
Channel structure.................................................................................................................................9
Level of distribution intensity...............................................................................................................9
Logistics services...................................................................................................................................9
Promotion..............................................................................................................................................10
Marketing implementation....................................................................................................................10
Budget....................................................................................................................................................11
Evaluation and control............................................................................................................................12
References..............................................................................................................................................13

Final Marketing Plan
Executive summary
Environment is the surroundings where a human survive and causing harm to the envirionment
cause harm to the living beings directly, with the development of industries in the present
scenario a risk to the climate change and greenhouse gases emission is rapidly increasing to
deal this threat a product is manufactured by Ecoguardians naming SoilFood Fertilisers, that is
useful for the waste management. This tool by recycling the wastes can convert it into the
useful fertilisers that are useful for increasing the fertility of the soil and promote the
cultivation of organic crops.
This report highlights and includes the variety of objectives, tools and techniques that can be
useful to make a perfect marketing plan to promote the sale of the SoilFood fertilizer, this
report will identify the targeted market section that require using this product and will design
the successful marketing strategies that will help the organisation to increase their sales and
increase the profit in every financial year.

Final Marketing Plan
Present scenario
Background to the sustainable offering
Soil Food fertiliser is designed to sell to the customers to attain sustainability by the
Ecoguradians. Food wastage produced by the human’s activities and the growing population
result the increase in the food wastage and this result the emission of the green-house gases that
are affecting the climate negatively and soil degradation, this poor soil management causing
decline in the fertility of the soil. Eco Guardians SoilFood™ System used by the Cabirini
Health Malven campus and Praharan Market result them to effectively manage their waste
management system (Ecoguardians 2019).
Environmental analysis
In term of the using the SoilFood fertiliser patrons will be a able to reduce the food wastage
and covert them into the useful fertilisers, before applying the SoilFood fertiliser mangers need
to collect the all relevant information regarding the ecological factors that can affect the waste
management and the economic aspects that can affect the financial permanence in the long run
scenario (Foodwaste 2019).
Market and customer analysis
Commercial kitchens, supermarkets and health care industries are the main target market for
the SoilFood fertiliser by Ecoguradians because these big organisations are facing the wastage
management issues on very broad level (Perera 2017). They produce the large amount of waste
causing changes to the climate; hence Ecoguradians will promote the SoilFood fertiliser to
aware the market about the waste management and contribute in the fertiliser management.

Final Marketing Plan
More deeply Ecoguradians will target the highly potential organisation who are concerned to
operate in the environment with the sustainable development of the society and who wants to
effectively contribute their activities to protect the environment from the loss. Market
segmentation of the large market into smaller group would help the Ecoguradians to target and
plan the suitable strategy to deliver the product that will convert their waste material into useful
fertilisers and will help to increase the fertility of the soil and raise the other benefits as well
(Gupta 2013).
Aim here is to target the major issues faced by the industries are the expensive and difficult to
use means of waste management, basically the routine habit of throw down the wastage in a
mixed texture result the soil degradation and water pollution. Hence the target of this product is
to create awareness in the market about the separation of the food wastage according to their
features and despising them in proper manner according to their composition. As the industries
are becoming very conscious about their contribution to the sustainable development this
product has the highly profitable, potential and long run market in Australia (Reynolds et al.
2014).
Objective
Ecoguradians focus the designing short term goals to achieve the long term goals and these
goals are designed on the SMART basis those are (Specific, Measurable, Accurate, Realistic
and Time-bound) and include the financial, marketing and sustainability based objectives as
discussed below (Kotler et al. 2015);
Financial objectives of Ecoguradians are to
 Achieve a 60% Gross Profit with the 45% Net Profit
 Generate the sales targeting the 2400 unit sold in a year.

Final Marketing Plan
Marketing objectives
 Join the 50 new organisations per month
 Increase the waste management and fertiliser production approximately 10% from last
month.
 Decrease the soil degradation and increase the fertility of the soil.
 Perform the waste-management 2-3 times in a week.
 Increase the customer satisfaction and record the customer feedback by the survey.
Ecoguradians objective for sustainability
 The main target of the waste management is to dehydrates the food waste and convert
them to the suitable fertilisers.
 Creating awareness about the wastage differentiation and methods of the waste
disposing according the features.
 Encouraging the industries to use the SoilFood fertiliser to reduce the greenhouse
impact (Perreault 2018).
Target market
Target market is the group of customers that a company target to sell its products and services.
Here the main aim of the Ecoguradians is to sell SoilFood fertiliser to the commercial kitchens,
group of super-markets and industries related to food production and delivery. The
Ecoguradians will target the middle and high income organisations and industries that are
making the high revenue but causing the great harm to the environment and climate (Aghdaie
& Alimardani 2015).
Targeting the customers producing the high quantity if waste and food waste due to their
operating activities and making the effective contribution to the development of the organic

Final Marketing Plan
food production and limit the greenhouse impact in the natural environment is the leading
factor for the selling of the SoilFood fertiliser. Hence here the product is aimed to covert the
wastage to the food producing fertilisers hence the main targeted customer on the basis of
geographic condition for the Ecoguardians are the industries related to food and crop
production or supply.
Marketing strategies
Positioning
The technological aspect of the SoilFood fertilizer is the most beneficial factors that will
contribute in the making of the product. The technology used to transform the food waste into
the useful fertiliser is very interesting for the market hence it will gain the attention of the
customers, and the environment friendly feature of the product will affect the industries
looking for the solid waste disposal and increase the sustainability contribution by reducing the
gases causing the greenhouse impact (Wirtz & Lovelock 2016).
Big commercial kitchen, hostels, super-market, groceries outlets and restaurants are the main
targeted customers for the selling of this produce because they are leading industries producing
the waste in form of food waste and need the easily accessible solution for the waste
management.
Product
The product offered by the Ecoguradians is a food recycling tool that is installed to eliminate
the waste transport cost and emission of harmful gases and converting the waste material into
the useful nutrient-rich organic fertilisers. The process of the working of the product is given
below

Final Marketing Plan
Source (Ecoguardians 2019)
The process discussed above is the main attracting feature of this SoilFood fertiliser tool that
also attract the farmers to make the effective use of the waste they produce in their farms, in
order to produce their own fertiliser will result them to own a highly fertilised soil that will
increase the crop production and will reduce the negative impact on the environment
(Foodwaste 2019).
The list of the customers in the Ecoguardians are big super market chains naming Woolworths,
hospital industry naming NSW Healthcare and many more this strong brand position will raise
the increased demand of the products.
Price
Pricing is famous in two terms an industry can receive it in monetary or non-monetary form
because this is the value received from a customer in exchange of a product. The pricing
policies of any organisations are affected by the economic scenario and the core competencies
of the organisation in the present scenario. The main aim of the Ecoguardians is to receive the
value based pricing from the customers in order to maintain the sustainable development of
their operations (Töytäri, Rajala & Alejandro 2015). Hence here the pricing strategies and
goals of the Ecoguardians here will to gain the profitable outcomes form the customers and the

Final Marketing Plan
increased development of the sustainability in the environment. Main aim of the Ecoguradian is
to lead the successful product identification in the market and make the brand position in the
highly competitive market (Wirtz & Lovelock 2016).
Table 1 will enclose the present demand of the SoilFood System by EcoGuardians in the
Melbourne, Australia
Per Month Per Year Total
Number of the supermarket in the
Melbourne 1000
Number of the hospital and health
industries in Melbourne 800
Number of farmers require the machine
700
Average number of machine sold to
supermarket 80 960
Average number of machine sold to
hospital 50 600
Average number of machine sold to
farmers 20 240
The annual demand 1800
Table 2 this table is showing the estimated demand for the food recycling tool in the market.
This product is highly demanded in the middle and rich industries seeking the sources to
reduce the emission of the negative impacting gases on the environment.
Table2
The EcoGuardians Estimate Per Month Per Year Total
Predicated share of the market 10%
Estimated demand in the supermarket 100
Estimated demand in the hospitals 70
Estimated demand in the farming 30
Estimated demand in the supermarket 1200
Estimated demand in the hospitals 840
Estimated demand in the farming 360
Estimated Annual demand 2400

Final Marketing Plan
The present scenario of selling of the machines per year in the Ecoguardians is 1800 per year
which it estimates to increase by 2400 for the next year.
Hence the pricing strategy of the industry should be depending the creating the value customers
and the best affordable pricing result the highly satisfied customer.
Placement
Channel structure
The best way for the Ecoguardians to sell its product to the market is to create the indirect
relationship with the targeting customers. Selling the recycle machine to the supermarket will
need the indirect channel of the contact among the distributor and the customers. This channel
allows the distributor to take the direct charge of the responsibilities on behalf of the producing
company towards the customers (Winter 2017).
Level of distribution intensity
Exclusive distribution intensity is the best suitable mean here to distribute the product for sell
on the market. The exclusive distribution will enhance the possibility of adding the targeted
customers effectively (Zaman 2016).
Logistics services
This is the service of effective supplying the product to the demanded customer in the limited
time duration. The estimated target here for the Ecoguardians will be to deliver the product
with in18-24 hours of orders placed and maintain the application and fitting of the machine
properly to the destination (Centobelli, Cerchione & Esposito 2017).

Final Marketing Plan
Promotion
Targeted Audience Super-market chains
Health care service
Farm houses
Communication goals To aware the usability of the product to
reduce the emission
Message design The inspiring advertisement
Promotional mix The targeted customers are well established
hence this will only require the effective cost
leadership strategy
Marketing implementation
What will be done? Introducing the product features to the market.
Promoting the education and awareness about
the suitability of the products.
When it will be done? At the initial stage of the marketing.
Who will do? The advertising websites
Campaign
Commercial TV and radio advertisement
Printed advertisement
How much it will cost? The advertising websites= $5000
Campaign= $4000
Commercial TV and radio advertisement=
$9000
Printed advertisement= $2000

Final Marketing Plan
Budget
The selling of the equipment is one part of the Ecoguardians Company hence this Budget will
be based on the selling and earning from the SoilFood fertiliser.
Revenue
Sell to supermarket (1200 @ $1440 each) $ 1,728,000
Sell to Hospitals ( 840 @ $1440 each) $ 1,209, 600
Sell to farmers (360 @ $1440 each) $ 518,400
Installation and fitting $ 500000
Distributor’s income $ 1,044,000
Total Income $ 4,000,000
COGS
Wages to the fitting and installation mechanics $ 600,000
Raw material and production charges $ 1,000,000
Total COGS $ 1,600,000 (40%)
Gross Profit $ 2,400,000 (60%)
Expenses
The advertising websites $5000
Campaign $4000
Commercial TV and radio advertisement $9000
Printed advertisement $2000
Electricity $3000
Accounting and legal expenses $4000
Other expenses $3000
Total expenses $20,000
Net Profit before owners
Salaries and Benefits $ 2,380,000