Maketing Plan
MKF3121 –
Marketing Planning and Implementation
Marketing Plan for Lancefield and
District Farmers’ Market
External Management Consultants:
Jacqueline Doyle, Gavin Katz, Wilson Luong, and Rebecca Roche
1. Executive Summary
Whilst Lancefield & District Farmer’s Market (LFM) has been growing in popularity and success throughout the nine years that it has been operating we are aiming to introduce new customers by targeting families with young children. Currently, they represent approximately 20% of total market attendees, our strategy will increase these numbers to 30% of total market attendees by June 2013. Strategy to achieve this is implementing the Stephanie Alexander Kitchen Garden Program in local primary schools. This would be part of an effort to instill children with a passion for fresh, high-quality and ethically produced produce. Through this program, parents would also become involved in the production of fresh produce, and so would foster an increased level of interest in fresh produce. The implementation of the Stephanie Alexander Kitchen Garden Program can cost up to $66,000, however funding and grants are available. LFM would also become involved in fundraising through monthly raffles during market times.
A major measure of the success is the number of stallholders attending the LFM market. In the past this has been an average of 40 stalls with a maximum of 58, April 2012. To raise this number to approx. 65 per month on average by June 2013, we will employ discount subscription packages for either six or 12 months. This would increase profits from $1,011.17 per month to $1,690.00 per month on average. There is also an opportunity for a new volunteer role, specifically to liaise with clients to increase levels of communication between the LFM, clients, and other stallholders.
The average customer spend is currently $70. Our objective is to raise this figure to $90 by June 2013. Due to this measure, the LFM will become more
Marketing Planning and Implementation
Marketing Plan for Lancefield and
District Farmers’ Market
External Management Consultants:
Jacqueline Doyle, Gavin Katz, Wilson Luong, and Rebecca Roche
1. Executive Summary
Whilst Lancefield & District Farmer’s Market (LFM) has been growing in popularity and success throughout the nine years that it has been operating we are aiming to introduce new customers by targeting families with young children. Currently, they represent approximately 20% of total market attendees, our strategy will increase these numbers to 30% of total market attendees by June 2013. Strategy to achieve this is implementing the Stephanie Alexander Kitchen Garden Program in local primary schools. This would be part of an effort to instill children with a passion for fresh, high-quality and ethically produced produce. Through this program, parents would also become involved in the production of fresh produce, and so would foster an increased level of interest in fresh produce. The implementation of the Stephanie Alexander Kitchen Garden Program can cost up to $66,000, however funding and grants are available. LFM would also become involved in fundraising through monthly raffles during market times.
A major measure of the success is the number of stallholders attending the LFM market. In the past this has been an average of 40 stalls with a maximum of 58, April 2012. To raise this number to approx. 65 per month on average by June 2013, we will employ discount subscription packages for either six or 12 months. This would increase profits from $1,011.17 per month to $1,690.00 per month on average. There is also an opportunity for a new volunteer role, specifically to liaise with clients to increase levels of communication between the LFM, clients, and other stallholders.
The average customer spend is currently $70. Our objective is to raise this figure to $90 by June 2013. Due to this measure, the LFM will become more