Digital Marketing for Organic Food Producer
Browsing the supermarket aisles for fresh fruits and vegetables used to be the only way to shop for groceries. Today, with an increasing number of millennial customers opting to search and buy their food products online, how should an organic food producer refine its marketing strategy to tap this digitally native market?
SMU MiM students, who were tasked to conceptualise the appropriate website and social media strategies for Zenxin, started the process by learning about the business model from Zenxin’s management team. There were opportunities for mentorship during the eight-week project, where postgraduate students had the rare opportunity to engage directly with Zenxin’s leaders and to access their insights and vision for growing the business in a sustainable manner.
“SMU-X gives us the opportunity to apply our knowledge picked up in the classroom, to real-life business issues faced by companies. Our Master of Science in Management cohort had the wonderful opportunity to visit Zenxin’s organic farm in Malaysia for the Digital Marketing module,” commented Ruchika Sharma, 22 year old MiM student.
“Here, we learned more about his business model through experiencing it first-hand as the CEO of Zenxin, Seng Yee Tai, gave us a tour of his organic farm. We learned the different types of soil used in farming and saw just how much work it took just to ensure that your produce was 100% organic,” said 25 year old MiM student, Paolo Castro. “Despite the hard work, organic farming ensures that the practice is sustainable. Pesticides seep into the soil, eventually rendering them infertile over the long run. Organic farming does not have this problem, as it uses natural means and compost to fertilize the soil and fight off pests.”
"SMU-X provides our postgraduate students with excellent opportunities to work with real business clients,” said Patricia Lui, Lecturer of Marketing, SMU Lee Kong Chian School of Business. “The client-based learning approach helps students gain the applied knowledge and relevant skills employers look for in entry-level executives. I am delighted that our students have developed a deeper understanding and experience from working on their client-based project."