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III.

Marketing Strategy

A-target market
1-Problem solved [1] :
A growing population :The Moroccan populations annual growth rate is currently 1.04% and continues to
grow.The biggest challenge for agriculture specialists is to satisfy the needs and wants of the local market by
providing safe,fresh and healthy products for moroccan consumers while maintaining a clean and healthy
environment . We believe that Hydroponics is the best intensive plant production method that will be placed to
meet this challenge due to the large scale of production that this system provides.

Water scarcity[2]: Agricultural land covers 67 percent of the total land area, of which 4.6 percent, is irrigated.
Despite these low figures, agriculture is by far the biggest user of water with 84 percent of water withdrawal.
Water resources in Morocco are limited ,and the sources that do exist impose significant financial extraction costs
that the farmers are unable to afford.By using a closed system that recycles more than 90% of the water used, the
hydroponics industry has a recognized track record for low water use compared to other agricultural sector. So
Moroccos future solution to water scarcity is hydroponics.
[1] Source : http://worldpopulationreview.com/countries/morocco-population/
[2] Source : UN Food and Agricultural Organization

2-Benefits we are offering to customers :

Moroccan agriculture relies heavily on the rain , due mainly to the predominance of subsistence and rudimentary
farming. Despite the seasonal fluctuations, hydroponics is a year-round, space effective and soil-less means which
allows for a much more sterile and controlled growing environment that limits insects, diseases and weather
issues. Hydroponically grown fruits, vegetables and herbs typically offer a much higher amount of vitamins and
minerals than do soil grown produce, therefore offering advanced nutrition.

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-customers motivation to buy :

"We save water, we safe life "
Morocco is particularly affected by water scarcity. Population growth along with limited water resources are
causing water shortage in the near future. Moroccan customers are concerned about the environment and worried
about water scarcity. By providing the same quality of produce using a system that conserves up to 90 % of water
used rather than in the conventional agriculture, the biggest consumer of water. \By using hydroponics system, not
only we are saving water ,but also we are saving life.
" high quality ,low price "
Each customer is looking for fresh, nutritious, tasty, and healthy produce with an appropriate price. This is
excately what our business offers. We are delivering higher quality of produce at lower prices than our direct
competitors. Hydroponics allows us to produce larger quantities in less time at minimum cost. Using

economies of scale, our produce will be at a competitive price.

size of the market :
The labor-intensive agricultural sector is largely underdeveloped and inefficient due to the high cost of energy,
loan, and land which lead to a lack of investments. However, agriculture plays a vital role in the Moroccan
economy. It contributes about 20 percent to GDP, 30 percent to export earnings, and absorbs approximately 40
percent of the total active population and 80 percent of the rural workforce.
Of a total of 8.7 million hectares, Only 1 million of cultivated land is irrigated. About 90 percent of the land,
mostly comprised of small land holdings, is dependent on rainwater. A small fraction of the cultivated land, about
1 million hectares is comprised of modern export-oriented farms that produce 80 percent of Morocco's citrus and
wine production, 33 percent of its vegetables output, and 15 percent of its cereals production. These irrigated
farms, concentrated in the Gharb plain around Fez and Meknes, the Doukkala plain around Casablanca, and the
Beni Mellal and Berkane areas, produce tomatoes, potatoes, and beet and cane sugar, as well as oil and olive oil
for export.

Is the market growing or shrinking?

Since the independence in 1956, the Morrocan agriculture has received government attention. The government
is dedicating significant efforts to invest in the agriculture sector. The green plan and the 2020 strategy for rural
developement are two main initiatives from the government to encourage investements in this sector. By
providing diffrent kinds of facilities, many investments in different regions of morocco makes from the
agricultural industry a fast growing sector. Our business came up with a new technology that will make the
moroccan desert a paradise and every span of the morrocan land will be fruitfull.
D.
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Advertising and promotion

1.

Media used, cost and frequency of usage.

We have chosen the most adequate media in order to attract our target market easily and effectively. Thus, we
have chosen to use radio, brochures, and online ads in order to be present in all event or forums.
Radios
With 18% of the publicity expenses and a progression of 15.8% per report/ratio 2010, the radio is today a
support very requested by the Moroccan advertisers. we have chosen to advertise in the radio because its is
inexpensive, very reactive and particularly effective media to make advertisement.
We selected two famous radios in Morocco Medi1 and MFM.

Medi1radio
We decided to transmit our ad on Medi1 station because its the most listened radio stations in Morocco.
our ad will be transmitted just before at 6:58am and 5:59 pm, and it will last 30 seconds.
cost :
The radio has a range of prices depending on where the ad will be made during the day. The cost of
advertising on medi1radio is 3530 MAD.per 30 seconds spot .
We will be passing our ad two times per day the first quarter which will cost us 21,180MAD
(2*3530*3) MAD
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MFM
As we are adopting an agressive advetising we have chosen a second radio MFM radio to deliver our
message to our target market the Ad will be during the Riht Douar program where the team of the program
moves each week, during one hour in the countryside each time in a different area to explore the culture,
manners and customs of the rural population.
cost:
Our 30 sec spot will be broadcast during the Riht Douar program that starts at 11h00 am each
saturday. The Ad will cost us 4800 MAD per spot .

Brochures
Brochures will be used every three months to allow our target market to know more about us in details.
Cost:
The brochure costs 3 MAD each. We will need around 1000 brochures for all the advertising campaign.
3*1000 = 3000 MAD.

Online ads
Internet Media are underexploited today in Morocco with only 1.7% of the publicity expenses in 2011,
which opens good opportunities with the most daring advertisers.
In addition to our website, we will create our page on facebook to reach the maximum number of
internet users and make people familiar with our brand name and aware of hydroponics culture as well.

Cost:
We will create our facebook page and website for free.

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Newspapers
We have chosen AuFait newspaper because 90% of potential readers in urban areas in
Morocco read it .
We will first advertise in "bleed page" the first day, then we will advertise in 1/4 page every
three months.
Cost:
For the bleed page, it will cost us 36000 MAD and 14000 MAD for the 1/4 page.

Special events :
Salon international de lagriculture de Meknes :
Participating in a special event is a great way to generate publicity for our company .This is
the main reason why we decided to be part of the Salon international dagriculture de
Meknes on April,2015 . Showcase of agriculture, SIAM is a rendez vous for farmers and
industry experts from around the world. It has a great degree of interest among the Moroccan
public. Thus, during the 2013 edition, some 1,060 exhibitors from over 51 countries made the
trip to SIAM, attracting over 720,000 visitors.

2.Cause Marketing:
Our companys first concern is to help the community and non-profit organizations. We
will distribute baskets for associations that help poor families living in measly conditions.,
and give them social support.
We have chosen Association Trik Lkhir, a non-profit organization that support elderly ,
disabled people and orphans. By aligning withTrik l khir and supplying them with hydroponic
fruit and vegetables for free, our companys position as a good corporate citizen in our area
will have a positive impact on our image.

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The table below summarizes the inputs necessary for each of the media types ..

Type

Mean

Title

Why

Listener

Radio

Medi 1

Inexpensive,
reactive and
effective.

MFM
Reader

Newspaper

Reader

Brochure

Viewer

Online

Aufait

Facebook

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10.120DH

How
3530DH+6590
DH=10.120DH

90% of readers
read it

Majority of
people have
Facebook
account.

92,000DH

3,0000DH

How
often
Twice a
day

once a
week

4800 MAD

Details of our
services
website

Cost

36,000DH/
bleed page
14,000DH/
1/4 page.

Once a
year
bleed
page
Every
three
months
1/4 page

3DH/
brochure

As they
finish

E.

Test market results

1.

Survey 2 questions mafhemtch comment faire la derniere et li fiha classez selon je sai pa ok ok

2. Results:
F.
Location:
on aura pa une land f rabat ,?
our land is located in douar lmanabha ,12 km from sidi bou3tman , small village in Marrakesh
regions

on doit presenter tout les aspects dial had lard hadi

Demographic analysis of location versus target customer profile

We believe that our location is close to all our target market, ( marakesh)

Traffic count
Our company is located in a strategic place ..
Transportation:
LESS TRANPSORTATION IN MARAK AND RABAT

9riba l kesh biensur kesh jat f stategic location

Layout:
H. Competitors Analysis

Potential Competitors

Who might they be?

Since we will be adopting a new, unique and successful business in Morocco, and since well
be the pioneers of the market, we will have several potential competitors that would be
interested in entering the market, as the moroccan companies that will imitate our business,
and follow our strategy.
Also, the free trade agreement with many countries will favor import of hydroponically grown
produce from those countries that will be solde at a competitive price as well.
What impact they will have on the business?
The impact they may have is on our market since as new competitors they will have no
existing customers and if they intend to survive they will need to quickly gain market share. To
do so they will probably adopt an aggressive growth strategy, and as they start to poach our
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customers we will need to respond to protect our business which tends to reduce margins
across the market.
Our strength lays in being good in selling our produce and having a high market share. Our business will
build strong and lasting relationship with its customers that will make them loyal to us. Our name will be
always related to quality freshness and taste. Knowhow will be our key success since we have already
dealed with different situations that helped us to know the market much better and understand how to
communicate with our customers in the agriculture sector and determine their needs and wants . La
maison verte will monopolize and dominate the sector and these copycats and followers wont have any
room left.

maria
6-Sales and distribution Strategy :
Marrakech-Tensift-Al-Haouz: Produce's strategy focuses first on meeting the demand of local
distributors, retailers, supermarkets , and restaurants with whom we have started to establish
relationships with. These clients are critical to our ability to acquire additional accounts in most regions
of without having to spend significant amounts on sales efforts.
Agadir ,souss massa deraa region : Secondly we will focus on increasing the volume of our sales to
regional retailers and distributors in south area .
Guelmim-Es-Semara :When we have reached the maximum sales to existing local channels we can shift
the majority of our focus to securing additional regional accounts to supply the need of agriculture
produce in this area
Layoune-Boujdour-Sakia El Hamra : a very limited agricultural resources in this region makes it a good
target market to supply the region with produce .

Strenghts

Weaknesses

Strategy to bypass them

Competitors

Group Arbor

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EXPOERIE
NCE

seasonable
fruit and
veggies

produce vegetables and

fruitts all yeabr round in
large quantities

Wenza & Tiwiza

Les Domaines Agricoles

Farmers
Hypermarkets
Supermarkets

.Existing competitors
There are many competitors that play an important role in the agricultural industry in
Morocco.
Wholesalers
Group Arbor
Arbor group is a company specialized in the production of the pome fruits and stone
fruits in Morocco with sixty years of experience.
Wenza & Tiwiza
Are two major companies in the south of Morocco specialized in the production and
export of exotic fruits.
Les Domaines Agricoles
Its a major player specialized in agricultural production and food industry.Les
Domaines Agricoles(known until 2003 as les Domaines Royaux)is the largest Agribusiness in
Morocco.It belongs to SIGER,the holding company of its Majesty the King Mohammed VI.
Acording to reports the company conrols 12.000 hectars of irrigated lands in Morocco.
Farmers
Produce traditional soil-based vegetables and fruits.
Retailers
Hypermarkets: Such as Aswak Asallam,Marjane and Atacadao which are a large
Moroccan specialized retailers brands.
Supermarkets: such as Acima,Carrefour and Bim which are a large Moroccan
specialized retailers brands.
Markets: Such as le march de Gros and le march centrale where other-tradictional
imported fruits and vegetables are sold.
Others
Allo legumes: A company specialized in the delivery of fruits and veggies.
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www.souk-fruits-legumes: The online webiste of Nice fruits Company sales.

I.

Most of the CropKing growers are small enough to pick tomatoes directly into the box.
This minimizes handling, which helps command a premium price, says Brentlinger. The first tomatoes
available last spring wholesaled for $1.30 a pound. High returns more than offset production costs, he
adds.
CropKing is not promoting soilless vegetable production as a "get rich quick" scheme,
however. The company targets its products and services at people who are willing to work
hard and learn new production techniques in return for enough income to allow them to remain
in farming. "A 1/4 to 1/2-acre facility is ideal for this kind of controlled environment farm,"
Brentlinger suggests. The company is testing other soilless media and keeps its growers
updated on production techniques through a newsletter, regular workshops, and an annual
conference. Interested growers will be able to hear some well-known speakers on soilless
culture at the annual conference

1. Special Events: (fait)

a website and advertise on the Internet, although these future marketing avenues are not
included in this plan.

Competitors :
Group Arbor
It is a major player is the fruit production industry and it is the leader in the distribution of fresh fruits in
Morocco.
WENZA
Its the major producer and supplier specialized in the production of exotic fruits. The company find the
optimum conditions to produce the whole year exotic fruits in the south of morocco.
Les Domaines Agricoles
Its a major player specialized in agriculture production and food industry. Les Domaines Agricoles
(Known until 2003 as Les Domaines Royaux) is the largest Agribusiness firm in Morocco. It belongs to
SIGER, the holding company of king Mohammed VI According to reports the company controls 12,000
hectares of irrigated lands in Morocco.
Farmers
Produce traditional-based vegetables and fruits.
Allo legumes: A company specialized in the the delivery of fruits and veggies.
www.souk-fruits-legumes: The online website of Nice fruits Company sales.
hydroponics good for farmers and for customers:
http://blog.alextiller.com/BlogRetrieve.aspx?BlogID=2729&PostId=54470

II.

Competitor analysis:
A. Existent competitors:
Our business has no direct competitors as there is no other business using the hydroponics
system in growing crops in Morocco. However we have indirect competitors that are in the
same sector selling fruits and vegetables that have been grown traditionally.
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These companies are Group Arbor, WENZA, Allo legumes: and of course all other small shops
that sell vegetables and fruits. Their strength lays in being good in selling these produces and having a
high market share. On the other hand, their weakness lays in having high prices, and not fresh ( kay
khessrou bezerba)
The matrix bellow sums up the strength and weaknesses of these competitors:
Current competitors

Strengths

Weaknesses

How to overcome their

strengths

Group Arbor

v high market share

v

v there are several

v our fruits are grown in a
fruits that are not controlled environment so that
available all over we can grow any kind of fruits
the year
all over the year
v high price
v low price ( economy of scales)

Wenza

v . ??

v ??

Allo
legume

Les
*Not delivered on
meilleurs
produits
time
frachement cueillis.
are
Lgumes *Produce
cultivs
sur
nosdamaged ( kay
terrains
ou
les
terrains
de
noskhessro bezerba)
partenaires
*expensive
Bons
Produits
aux
meilleurs Prix

Small Lkhedra jdida

shops

[1] http://www.new-ag.info/en/country/profile.php?a=869

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v .??

*Ka
tekhser
bezerba
ou
mrida !!
*Dirty produce
*Not tasty
*expensive

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