MARKETING STRATEGY

2018/2019 Selling season global seeds company will use a door to door sales
campaign.
Our target customers are the medium and high-income earners; specifically, those
who are employed. We are targeting both civil servants and other employees from the
NGO’s and private companies.
Target # 1: Employed people
We are targeting all employed persons who are farming or have an interest in farming.
This strategy will mainly focus on credit sales with a maximum repayment period of 3
months. Below are the targeted sections:
1. Schools
2. Hospital
3. Offices
4. Banks
5. Churches/Mosque’s
6. Construction Companies
Target # 2 Medium and Large-Scale farmers
We are targeting all medium scale farmers, Estate farmers across Central Region.
These are believed to be the biggest buyers of seed on cash.
These medium/large scale farmers are both employed and business persons who can
be found in various locations.

EXECUTION
Five Sales and marketing staff will be hired. We will use door to door marketing where
our team will meet these persons in their offices.

The sales campaign has been divided into two areas;

1. lay-buy sales
 For those that can afford to pay in advance they will use Lay-Buy, where they
will choose what product they want and its value then they will pay in advance
instalments.
 Once the last instalment is paid the seed will be released/delivered to them

2. credit (loan) Sales

  For those customers that can not afford to pay on Lay-Buy or cash, a credit
facility will be given to them. Before seed is given on credit, the employer of the
individual will sign a guarantor form confirming the trustworthy of the
individual to pay.
 On Credit Terms the buyer will pay an initial deposit of 20% of the total amount
of the seed being purchased of which will be refunded upon completion of the
loan.
 On Lay Buy the buyer will pay 20% deposit to reduce the balance and it will not
be refunded.
Benefits of the strategy

 Relationship; the system will help us create a good and trusted relationship
with customers/buyers
 Flexibility; the payment period gives room to a customer to plan ahead and be
able to settle the payment without panic
 Management; it is an effective way and efficient way of managing customer data
with speed.
Opportunities

 This strategy will build strong brand recognition since our sales team will be
able to explain more to the customer about our Seeds
 We will be able to reach persons who have an interest in farming and persuade
them to buy our products
 The provision of high level of personalized service will create strong bond/trust

Sales Team
The sales campaign will be driven by the marketing team of five staff that global seeds
will employ for the season. Each one of them will be given a target to achieve
depending on the customer’s demands or requirement.

Remuneration & Commission

 No commission will be given to the sales team

 The company will set a fixed salary for the sales team
 Each person will be given a target to achieve and bonus will be given to the
person who will beat the target