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____________________________ A Marketing Plan Presented to
PROF. PAMELA F. RESURRECCION Master of Business Management Department School of Graduate Studies Mindanao State University –Iligan Institute of Technology
In Partial Fulfillment of the Course BA 206 - Marketing Management
Richard S. Celeste Vanessa J. Rico Maria Theresa C. Alarde
March 2011 ACKNOWLEDGMENT
We would like to acknowledge the following people who have helped make this project a success. Mrs. Theresa Alarde, the proprietor of the homemade ice cream, for allowing us to perform the study of her business as well as for accommodating us and granting the use of data pertinent to this project; The College of Business Administration and Accountancy faculty and students for taking time to be our Product Blind Taste Test respondents and providing the needed feedback for the study; Our Marketing Management Class, Second Semester of Academic Year 2010-2011 for taking time to answer in our online survey and participating in our comparative ice cream inspiration; and Prof. Pamela F. Resurreccion from the Marketing Department of the College of Business Administration and Accountancy in MSU - Iligan Institute of Technology for the valuable comments and suggestions. questionnaire as well as for the input and
Ice cream is one of the desserts that people love to eat. It elicits feelings of happiness and excitement that makes each person smiles at the thought of it. On December 2009, Ms. Theresa Alarde produced homemade ice cream to celebrate yuletide season. Her relatives were amazed at the taste of it and commented it tasted like a branded ice cream in the market. Heeding their comments, she started to venture into it by selling ice cream in a limited scale. Durian, mango and cocoa ingredients were the main flavors. With its smooth texture, creamy and natural flavored ice cream, she gradually attracted a group of loyal customers including friends, neighbors, working staff at Mindanao Sanitarium Hospital and some professors of MSUIIT. Production depended mainly on orders especially during birthdays and some other occasions. The loyal customers then, served as her motivating factor to produce ice cream. AVIRETH Ice Cream came into being in response to the academic requirement in BA 206 – Marketing Management. AVIRETH encompasses the group members namely Vanessa J. Rico, Richard S. Celeste and Theresa C. Alarde. This marketing plan entails identification of customer demand, setting up of the organization’s mission, goals and objectives as well as the financial forecast. The proponents of this endeavor think of implementing this in the hope of satisfying customers and enjoy profit. Marketing research tools were used such as survey questionnaire, blind taste test, observation and interview to determine firsthand customers’ reaction to the product. They will act as business partners and would love to invite investors from the MBM students and other interested parties to make the business grow bigger and bigger.
EXECUTIVE SUMMARY AVIRETH Ice Cream was conceptualized in response to the academic requirement in BA 206 – Marketing Management. it will facilitate word of mouth communication by ensuring customers are satisfied so that they will serve as promotional channel by telling their friends. relatives and loved ones about the product. persuade the market of the company’s products. It will be guided by its mission of providing premium quality homemade ice cream at a fair and reasonable price that represents value to the consumers. Avireth Ice Cream is made from coconut milk. delicious and affordable ice cream. Bokingo. sugar. It will strive for excellence and aim for customer satisfaction by providing outstanding customer service and fruit flavored specialty. and natural fruits or premium cocoa powder. It will also make use of direct distribution strategy in reaching the target market. The proponents will position the product as a nutritious. all purpose cream. Pamela Resurreccion. Dean of CBAA through Prof. 3 3 . The MSU-IIT College of Business Administration and Accountancy faculty. A trivia will be posted on information bulletins to expose consumers to information about the company. milk solids-non-fat (skim-milk powder). psychological pricing will be applied to attract more customers. Julita W. Moreover. their instructor to place a stall at the college lobby to serve the customers. They will seek permission from Prof. As a new entrant. staff and students is the chosen target market of the business.I. Avireth Ice Cream will implement various marketing strategies to inform. They will also accept orders. For instance. Market Penetration will be used as a strategy to reach the said segment by offering ice cream at a relatively low price.
Marketing Tactics 1. Market Penetration 2. Situation Analyses 5 6 7 7 8 10 15 15 15 15 15 16 16 16 17 17 19 19 21 22 A. Target Market Demographics IV. Marketing Program A. Executive Summary II. TABLE OF CONTENTS Title Page Acknowledgment Introduction CHAPTER I. Promotion 4. The proponents are hopeful to gain sufficient profit considering the output of this comprehensive plan. Product 2. Diversification D. Price 3. Marketing Objectives C. Evaluation Criteria and Metrics 3 3 . Porter`s Five Forces C. Company’s Mission Statement III. They will strive to creatively coordinate the marketing mix elements to satisfy customers better and achieve organizational objectives. Place of Distribution V.Avireth Ice Cream is committed to continuous marketing research to gain more ideas in improving the product and the business as a whole. Product Development 4. Mission B. Market Development 3. SWOT Analysis B. Marketing Strategies 1.
Appendices II. promote and distribute want-satisfying goods and services to present and potential customers to reach organizational objectives (William J. Hence. Stanton. C. B. Forecast and Financial Analysis 25 VII. This is consistent with the marketing concept in which customers’ needs are satisfied at a profit. price. This can be realized by doing the following processes to make a sound marketing decision in the important aspects of the marketing program.VI. the group’s mission is stated as follows: To give customers extraordinary happiness with our quality homemade ice cream at an affordable price This mission statement articulates its: Purpose: To provide superior quality homemade ice cream in Iligan City specifically the constituents of the College of Business 3 3 . Fundamentals of Marketing). D. COMPANY’S MISSION STATEMENT Marketing is a total system of business activities designed to plan. Marketing Research A. The hallmark of a successful business is the importance given to the mission statement of an organization and the various action steps to make it achievable and realistic. Competitive Intelligence Survey Questionnaire Blind Taste Test Test Marketing VIII.
Business: Homemade ice cream. This analysis details the company’s strengths. A. Strengths: • • Excellent ice cream taste Price is set lower than the competitors. SWOT ANALYSIS Knowledge of the company’s strengths and weaknesses is a requisite to determine how to capitalize its capacity as well as improve on the weak points. integrity and cleanliness in providing and developing our products III. SITUATION ANALYSES With the predetermined mission of the organization. 3 3 . analysis of the environment plays a significant part in knowing the relevant marketing tools to develop an effective value proposition to the target market. Core Values/Ethical Standards: Honesty. opportunities and threats. Iligan Institute of Technology with fruit flavored specialty. it tackles the competitive environment as well as the behavior of customers to come up with need-responsive and tailored suit marketing strategies. Mindanao State University. Moreover. weaknesses.Administration and Accountancy. Moreover. awareness of the opportunities and threats offers avenue for business owners to exploit and prepare appropriate responses to these.
quality of homemade ice cream can never surpass commercial ones Threats: • • B. Commercial products have a broader price range allowing it to tap all income groups Famous ice cream brands have an extensive promotional campaigns Because of technology. 3 3 . PORTER`S FIVE FORCES Rivalry among Competing Sellers High • The major competitors in the premium ice cream industry are large.• • • • • • • Offers a variety of flavors Guarantees freshness since products are made to order It contains natural fruit flavors New in the market Brand name identity is not yet established Lack of production and storage facilities Less manpower Weaknesses: Opportunities: • • • • • A growing of student population Favorable response of customers to ice cream There is no ice cream parlor in the CBAA premise National brands of ice cream are more popular. • There are existing producers of homemade ice cream. diversified companies with significantly greater resources than AVERITH.
paper and plastic manufacturers and suppliers of various flavorings.• Rivalry can be characterized as intense given that the numerous competitors existing. so the buyers’ cost of switching to competing brands is relatively low. grocery stores and restaurants locally and nationwide. 3 3 . and the sales promotion tactics of Selecta and Nestle and other rivals pose a threat Buyer Power High • It is relatively high because buyers are numerous consisting of individual customers. Supplier Power Moderate • The suppliers to the ice cream industry include dairy farmers. there are multiple suppliers throughout the nation to choose from. many cream products choose homemade and national brand ice cream. • In order to defend against this competitive force. and many of the suppliers’ viability is tied to the well-being of large. a company’s strategy must include strong product differentiation so that buyers are less able to switch over without incurring large costs. this gives buyers substantial leverage over price. given that the ice cream industry they are supplying is a major customer. • • Since There retailers are purchase ice ice cream products to in large from quantities. established companies. the cost of switching to rival brands is low. • Such suppliers are a moderate competitive force.
Determining it is crucial to the firm’s success in the long run. • Potential New Entrants Moderate • The barriers to entry within the ice cream industry are moderate due to the brand preferences and customer loyalty toward the larger and more established rival companies. C. b) it should be large enough to 3 3 . • The accessibility of distribution channels can be difficult for an unknown company with little or no brand recognition. Since substitute products are readily available and attractively priced compared to the relatively higher priced premium ice cream products. Fundamentals of Marketing). the competitive pressures posed by substitute products are intense. • Other obstacles to new entrants include strong brand loyalty to established firms and economic factors. such as the requirement for large sources of capital. The ease with which buyers can switch to substitute products is an indicator of the strength of this competitive force. TARGET MARKET DEMOGRAPHICS The target market is a group of customers at which the firm’s marketing program is targeted to them (Stanton. A basic criterion for identifying target market includes: a) A market segment should be measurable.Substitute Products High • Many substitute products are available in the dessert and frozen food industry. specialized mixing facilities and manufacturing plants.
home of Mindanao's primary hydroelectric power station. Neither does it experience strong weather disturbances due to its geographical location (being outside the typhoon belt) and also because of the mountains that are surrounding the city. Demographics According to the 2007 census. The target market chosen is the students. Known as the City of Majestic Waterfalls. MSU-IIT. The City of Iligan has one state university and 7 private colleges. Among these educational institutions is the Mindanao State University . and Limunsudan Falls. Accountancy. Among them is the Maria Cristina Falls. We computed the average student population and we expect that it will be Mathematics. Rain is more or less evenly distributed throughout the year. Because of its tropical location the city does not experience cold weather.be profitable. and Natural 3 3 . Sciences. 1. north of the province of Lanao del Norte. faculty and staff of the College of Business Administration and Accountancy.Iligan Institute of Technology. Information Technology. it has a population of 399.061 people." It is not only one of the best universities in the Visayas and Mindanao regions but considered as well as one of the best universities in Philippines with a standing of being within the top ten (10) best universities in the country with excellence in Science and Technology. 2. Engineering. Iligan falls within the third type of climate wherein the seasons are not very pronounced. and c) it is accessible in terms of the firms’ marketing mix elements. there are around 23 waterfalls in and around Iligan. Geographic The City of Iligan is an urbanized city. one of the few autonomous external campuses of the Mindanao State University and "the lightbearer of the several campuses of the MSU System.
2010-2011 Table 1. A. It seeks to fulfill the 3 3 . 832 779 781 720 910 857 813 Number of MBM Students Enrolled 45 30 25 30 25 35 31 2008-2009 2nd semester.approximately 813 this coming first semester.Y. 2008-2009 1st semester. blind taste test. 3. A. free taste and observation as tools to study the behavior of the target market. 2009-2010 1st semester.Y.Y. A. Student Count for 6 semesters The proponents made use of survey questionnaire.Y.Y. The other market would be the existing consumers of homemade ice cream here in Iligan. 2010-2011 2nd semester. Semestral period Number of College Students Enrolled 1st semester. striving for excellence and aiming customer satisfaction by providing outstanding customer service and fruit flavored specialty. A.Y. 2010-2011 1st semester. A. A. Customer’s Wants and Needs Averith Ice Cream will be giving its customers premium quality homemade ice cream at a fair and reasonable price. 2009-2010 2nd semester. Please see table and graph below.Y. A.
Majority of the respondents are between 20-24 years old. clean. texture. Consumers feel happy. Eating and purchasing ice cream is done once a week. luscious. Nestle. Selection: Customer demand of ice cream brands ranges from Selecta. Quality: For them. They usually buy the products at convenience or grocery stores. Magnolia and the homemade or dirty ice cream.following benefits that are important to their customers with the aid of the information by the survey conducted. quality is good taste. Market Trends Manufacturers are expected to broaden their target market to improve per capita consumption over the forecast period. Preference: Consumers prefer their ice cream served in a cup with price ranging from P20-25 per scoop. 4. single and are still in school. rich flavor. nostalgic satisfied. euphoric. Benefits: relieved. Improvements: More new flavors and healthier ice cream tops the list for improvements to be made in the said industry. Flavors ran from conventional to localized having mango as the favorite and jackfruit the least. These 3 3 . and relaxed. even actualized” according to some after eating ice cream. “self- refreshed. delicious. sweet and creamy in an affordable price. Discounts and sales: Buy 1 get 1 free is the type of promotion they would prefer than discount vouchers and tie-in promotions with other products.
3 3 . Continuous improvement of its value share can also be attributed to the wide price range of its products. Unilever-RFM Ice Cream Corp introduced a new flavor to its Selecta Gold. Polarization in ice cream sales became more evident in 2010. while heavily promoting its Selecta 3-in-1 plus 1. This was mainly due to the strong performance of Selecta. which permits Selecta to be available across the Philippines. and at the same time continue to promote their value-for-money products as special occasion indulgence to capture the lower-income stratum. Unilever-RFM Ice Cream Corp maintained leadership with a value share of nearly 43% in 2009. vanilla.companies are anticipated to push their premium line to middleincome consumers as an affordable gourmet treat. and the company’s extensive distribution network. allowing it to tap all income groups. Manufacturers are introducing more premium and limited edition products and at the same time pushing their value-for-money lines. and chocolate – in one pack. which offered both impulse and bulk ice cream. which contains four classic flavours – cheese. ube (purple yam). For instance. a premium ice cream created by top local chefs.
To provide CBAA constituents with affordable.IV. To inform. price. Mission We provide premium quality homemade ice cream at a fair and reasonable price that represents value to the consumers. obtain a larger market share and remain relevant in the dynamic world of business. It defines the strategies the firm has to make in order to attract prospects. promotion and place of distribution. We strive for excellence and aim for customer satisfaction by providing specialty. To increase sales monthly by 20 % 4. Marketing Strategies 3 3 . This will be based on the company’s mission and objectives for proper coordination and successful implementation. persuade and remind target market of the health benefits of ice cream 3. MARKETING PROGRAM A firm’s marketing program is a set of elements including product. To earn profit and increase it by 20% monthly. C. retain loyal customers. Avireth Ice Cream has the following marketing objectives: 1. Marketing Objectives outstanding customer service and fruit flavored Objective is a desired outcome that the company aims to achieve. A. 2. nutritious and delicious homemade ice cream. B. It defines what the company would love to accomplish in a certain period of time.
This is evidenced by the company’s desire to provide want-satisfying products to a new group of customers.00 compared to Php 400. Market Penetration Strategy Market Penetration aims to enter the market at a relatively low price and hopes to increase sales for present products. 1.A strategy is a broad course of action by which an organization intends to reach its objectives (Stanton. It describes what should be done and how to do it to realize the predetermined goals.00 and up with brands such as Nestle and Selecta. Another set of promotional tools will be employed to better satisfy this new group of customers. For instance. As a new entrant to the CBAA of MSU-IIT market. the price of 1 gallon with durian flavor is Php 300. they will be able to appreciate the product because of its excellent taste. The proponents of the business venture anticipates this direction by penetrating first the present target market and expand through catering other a new market segment 3 months after the commercialization or launching of the said business. It could actually be an expansion of product mix or extension of the product line. Averith Ice Cream will also explore this strategy by introducing new flavors of homemade 3 3 . Market Development Strategy Market Development is a process of identifying a new group of customers to serve. Avireth Ice Cream does this by accommodating buyers from neighboring colleges of CBAA. Fundamentals of Marketing). 2. Avireth Ice Cream will offer affordable homemade ice cream. Product Development Strategy Product Development incorporates production of new related products. This is an important strategy to penetrate the market quite easily because people have this innate desire to try lower-priced products and eventually. 3.
Avireth Ice Cream is made from coconut milk. promotion and place of distribution. 3 3 . 1. Customers consider this as the focal point to decide patronage and preferences. Product Product is the tangible output that a company offers to customers. Marketing Tactics A tactic is a more specific activity that details the marketing strategy. It delves on the 4 P’s of marketing namely product. It requires creativity to become unique and influential among customers.ice cream. Diversification Diversification is the process of venturing into a new undertaking which maybe related or not to the existing business. It cures constipation and will make your skin smooth. all purpose cream. It is the forefront indicator of a company’s extensive efforts to make it a want-satisfying good. This poses a challenge to businesses for deliberation. milk solids-nonfat (skim-milk powder). This also justifies the notion that every individual has a distinct need to satisfy. They will consider this as an exciting opportunity with the hope of gaining profit. price. It can prevent cancer and other digestion-related diseases. Avireth Ice Cream likes the idea of offering bread. sugar. hence the relevance of offering a new flavor or even size variants as examples. D. The proponents believe that these are complementary products for overall satisfaction. 4. Doing this will make the customers more excited and fortunate because their preferences are considered. cakes and pastries after some months of selling homemade ice cream. Proper planning and implementation will make the activities more effective and successful. and natural fruits or premium cocoa powder. Coconut milk is known to be an antioxidant.
Consumers can now enjoy eating ice cream at a low price. Product Positioning Avireth Ice Cream will strive to make an image as a nutritious. Hence.Moreover. Fresh fruit is also used as a flavor which is a good source of vitamins and minerals. Having these ingredients. Furthermore. Avireth Ice Cream will employ the following techniques: a. It is also an important source of protein which will improve the ice cream because of the nutrients. Product Quality It has been said that quality is like beauty. skim milk is a good source of calcium that increases the solid content of the ice cream and gives it more body. Unlike existing national brands. our competitive edge delves into offering affordable. While there is a standard definition to it because of the efforts done by companies in their Total 3 3 . delicious and affordable ice cream. o It has a higher content of vitamins and minerals considering that it is fresh. nutritious and delicious ice cream. in that. o It reduces the risk of heart attack. o It is rich in fiber which could solve your digestion problems. it is in the eyes of the beholder. We provide this satisfaction to attract more customers and retain the loyal ones. it is highly affordable relative to competitors. They even noted that it can rival national brands of ice cream because of its delightful taste. b. Moreover. it is very delicious. Avireth Ice Cream uses fresh fruits as the flavoring component that makes it more nutritious with the following health benefits: o It lowers cholesterol level. We conducted free taste among the students and they commented that it is very delicious.
Price One of the major reasons why consumers buy products is price. 32% commented that it should be tasty and delicious. c. 3 3 . During the blind taste test. This will be another competitive advantage which is favorable to the proponents. a person’s unique definition is cathartic. hence awareness about the role one has to perform amidst climate change. respondents were also asked to voice out their comments about the product and it was so amazing that they like the taste very much. Avireth Ice Cream will use market penetration pricing in which price is set lower than competitors to reach the market quite easily. They even stressed that the product can be highly saleable because of great taste. Avireth Ice Cream will capitalize in its delicious taste. Packaging The proponents will consider re-using disposed containers of Nestle and Selecta sold by Chowking and ice cream outlets in Gaisano Mall.Quality Management or TQM. It is evidenced in the survey we conducted. then repeat purchases is expected. (See appendices) 2. the proponents are confident for the success of this technique to earn bigger sales. others make it the sole basis before buying something. This is to foster reuse of plastic containers than just throw it anywhere. Please see Appendix for your reference. We asked what does quality mean to them and answers varied from the texture to taste and cheap price to availability. In relation to price. Customers who will repurchase ice cream will be given Php 10 discount by presenting back the emptied container. In fact. If customers will be satisfied with its taste. As such.
persuade. relatives and loved ones about the product. Fundamentals of Marketing). it is called as marketing communications because every single element of the marketing mix should be communicated to the target audience. The proponents will be posting Trivia about Ice Cream on the bulletin boards every other day with contact details of our business. psychological pricing will be employed in which price will be set at seemingly odd prices like Php 299 instead of Php 300 for 1 gallon of ice cream. In fact. b. Promotion Promotion is the element in the marketing program that serves to inform. Advertising Avireth Ice Cream will make use of the following as advertising tools: o Tarpaulin o Leaflets o Calling Card o Trivia. This exposure is very much influential because of the third party impact in promoting the product. This will further attract more customers to buy. Word of mouth Communication. Also. Avireth Ice Cream will facilitate word of mouth communication by ensuring customers are satisfied because they will serve as promotional channel in which they will tell their friends. and remind the market of the company and/or its products (Stanton. Avireth Ice Cream will be doing a lot of promotional activities including: a.Cost-plus pricing will also be incorporated in which a markup is added to the total cost to earn profit. This is to facilitate 3 3 . 3. It is the communication tool to convince more customers.
c. Internet Marketing With an outgrowing number of users in facebook and other networking sites. We will give concessions to birthday celebrants such as 5% discounts for 1 gallon and 15% for 1 tube of ice cream purchased. The proponents are confident with its delightful taste. We will also coordinate with organizations that will be organizing medical mission and extend financial assistance. We will create a group page in facebook with members exclusive for the constituents of Iligan City. the proponents will really spearhead free dental and health check up here in Iligan City and some other places. promoting our product through it is a good idea. Sometime later. hence the relevance of this technique. Doing all these will eventually result to positive publicity and will create a positive impact e. Allowing customers to at least try the product opens a doorway for more sales. Sales Promotion The proponents will be using sales promotional techniques to increase sales. o Point of Sale Promotion d. This is to elicit orders during important occasions such birthdays and family 3 3 . This will be realized a year after the grand launching of the business on June 2011.accidental exposure to information among passersby or bystanders near the information bulletins. Implementing this will make prospects to buy the product. Public Relations The group will sponsor events such as simultaneous eating of ice cream in cone by hundreds of college students in the campus. o Discount. Below is a list of methods: o Free taste.
00 100.00 1. Bokingo.750.00 1.000. 00 500.000.reunions.000.00 114.000.00 186.00 1.00 150. Pamela Resurreccion. It is another crucial element because it the end point of making a sale. 00 100. 00 3 3 .896. 4. their instructor to place a stall at the college lobby to serve the customers.00 276. Promotional Expenses June Discount for Packaging Pricing Strategy Tarpaulin Leaflets Calling card Trivia Free Taste Birthday celebrants Public relations Total Promotional Expenses July Aug Sept Oct Nov Dec 100.000.000.000. They will seek permission from Prof.00 1.0 0 2.00 173. The group plans to maximize its advantages three months after the opening of the business.00 100.00 1.0 0 2.0 0 2.334. 00 100. 00 1.00 250. 00 100.000.00 168.975. The proponents will make use of direct distribution strategy in reaching the target market.00 100.000.00 1.00 1.00 207.0 0 1.00 1.0 0 2. Place of Distribution Place of Distribution is the location or the channels of distribution that a company selects in serving the target market. 00 500.000. 00 120.0 0 1.376.923.000.00 500. They will also accept orders.536.0 0 1. Julita W.0 0 1.0 0 2.00 600.0 0 1.0 0 2.00 500.000.00 374.0 0 1.000. Dean of CBAA through Prof.000.00 96.00 100.000. 00 4.00 132.00 144.
a "Thank You". Return on marketing investment. EVALUATION CRITERIA AND METRICS Business operations will be evaluated based on the following: • • • • • Sales volume and revenue.V. or a gesture of happiness after buying and/or eating ice cream? Have we received or heard of any complaints from customers N o 3 3 . Market position. how much have we spent for marketing activities or expenses? ____________ Ye s Internal Management Is the mission statement clearly understood by the employees? Are the members of the organization supportive of the ice cream business? Do we have a professionally designed logo? Do we have a niche market as a part of our product/service mix? Did the number of our customers increase during the past 6 months? Customer Evaluation Do we ask our customers how well they are satisfied with the product? Do we think that value is more important than price to our customers? Do our clients view us as highly reliable and trustworthy? Did most clients leave with a smile. Customer satisfaction. AVIRETH Ice Cream Marketing Plan Audit As of today. Below is a detailed questionnaire to determine implementation success based on the plan. Expenses. how much is our net income? _________________ As of today. and.
or too low ____? Marketing Mix. materials..regarding our product? Have any customer sent us a “thank you” note for our product this year? Do we have testimonials from at least five customers? Price Mix. Have we participated in any business networking groups? Do we get updates from marketing articles and advice at least once a week? Communication Mix. labor.)? Do we think that customers feel our price is too high ____. Have we achieved our financial profit goal for the past 6 months? Has there been any increase in costs pertinent to our operations (i. Advertising: Have we advertised in print or otherwise during the past 6 months? Is our visual branding clearly & consistently appearing on all collateral? Promotion: Do we have a written Word of Mouth marketing program? Have we distributed any press release about our business this year? Have we written any articles about car care this year? 3 3 . etc. Have we devoted at least 75% of our marketing activities from the marketing plan? Are we satisfied with the results the marketing plan has produced? Do we work off our marketing mix from a written marketing calendar? Do we spend at least one hour each week reviewing marketing? Have we taken a varied and creative approach to marketing? Have we kept our expenses for marketing within our budget? Do we conduct periodic reviews of our own marketing materials? Marketing Update.e.
3 3 . Have we done a written survey of our competition? Has an owner of a carwash shop in Iligan City visit us during the past 6 months? Has anyone conduct an inquiry. anniversaries. Have we participated in any social media efforts? Do we have a blog or a website? Do we participate in our community locally or online? Do we have a professional email address with our own domain? Fostering Customer Relationship. or other special days? Do we feel that we are the one in charge of our customer relationships? Have we surveyed our customers to determine if they are happy with us? Competition. the better positioned we are in the marketplace. Have we spoken in front of a group about ice cream this year? Have we participated in any volunteer activity? Do we have an ongoing Public Relations program? Internet Marketing. Are customers updated of our promos and services? Have we written each of our repeat customers a Thank You note or given a token this year? Have we asked at least 40% of our customers for referrals this year? Do we have customer profiles on at least 70% of our customers? Is it easy for our customers to reach us by telephone or mobile phone? Do we know our customer’s birthdays. or a study about our business? The higher the score.Public Relations.
VI. Forecast and Financial Analysis 3 3 .
00 00.00 600.00 B.000.00 26. 000.00 500.00 17 .300.00 17 .00 2. Php 400.00 400. 5.00 400.00 300.300.0 0 0 0 1.00 300.00 14.00 Total Sales per Month 17 . 21.00 00.0 1.6 19.00 600.300. 14.00 00.00 200. 2.6 10.00 35. HISTORICAL DATA NUMBER OF TUBES SOLD PER MONTH AS OF 2010 JUNE # of tubes produced Sold in tube Selling Price 10 JULY 10 AUGUS T 10 SEPTEM BER 16 OCTOB ER 16 NOVEM BER 10 DECEM BER 22 2 2 2 4 5 2 8 1.0 1. 2.2 6. SALES 3 3 .00 00.00 300.00 300.0 1.00 17. 2.000.00 8 8 8 12 11 8 14 Sold in gallon Multiply by 6 gallons per tube 6 6 6 6 6 6 6 48 48 48 72 66 48 84 Selling Price 300.00 1.00 300.300. 600.000.00 17 .00 800.00 0 1.4 25.300.00 300.00 400. 600. 800.A.000.300. 14.300. 14.
0 0 per half gallon half 6 gallon Php954.79 4.28 4.00 324 Php4. 00 sales 31 from target 20% population per 1 month 1 gallon Php299.0 0 per gallon 6 gallon Php1.00 from target population per week oz cup per cup cups sales MBM student average population Expected Number of Customers Buying frequency Variant Price sales per month MBM student average population Expected Number of Customers Buying frequency Variant Price sales per month Total Sales per month 3 3 .00 Php7.FORECASTING Historical data + (total number of people in target market x annual # of purchases/ person) Formula ASSUMPTIONS: BA student average population Expected Number of Customers Buying frequency Variant Price sales per month 813 10% 1 3.50 gallon Php159.5 Php14.53 6.00 31 from target 20% population per 1 month half 0.
80 0.3 0 88.2 23.AFTER IMPLEMENTING PROMOTION.2 66.00 88.51 9.00 11.3 24.60 0.46 8.00 7.87 17.0 17.00 13.90 JULY AUGUS T SEPTEM BER OCTOB ER NOVEM BER DECEM BER 3 3 .2 23.84 33.20 2.00 29.00 19.31 9.84 17.00 16.46 8.87 40.0 9.80 17.0 00.2 66.8 26.0 00.0 00.80 2.824.60 35.56 26.00 00.90 64.00 0.56 28. AN INCREASE OF 20% WILL BE REALIZED MONTHLY PROJECTIO N JUNE SALES Regular Customers Target Market Total 17.80 24.60 36.
00 2.4 0 14.870.17 Dec 46 585.0 0 24.00 3.78 Nov 31 585.00 9.7 6 33.436.40 Sept 25 585.350.380. 78 4.0 0 27.061.00 16.00 75.4 8 17.C.76 Packaging Total Direct Materials Direct labor Overhead Total Cost of Goods Sold Direct Materials Cream Cocomilk White sugar Flour Fruit Others Total 40.00 585.0 0 600.00 Aug 22 585.0 0 600.0 0 18.00 18.257 .00 100.00 3.00 5.910.900.135. 00 1.770 .450.00 July 19 585. 00 4.807.115.000.112 . Cost of Goods Sold Number of tubes Price of raw materials June 16 585.0 0 600.200.0 0 12.900. 00 2.00 3.0 0 600.508.625.00 105. 48 3.48 Oct 28 585.00 12.030.534.650. 17 4.0 0 600.0 0 600.0 0 10.00 7.932.500.0 0 41.00 3 3 .0 0 13.750.00 17. 00 2.1 7 22.00 120. 76 6.250.7 8 19.0 0 1.00 14.300.312.399.400.411 .00 4.784 .692. 00 2.00 11.770.800.00 4.0 0 16.800 .0 0 600. 00 6. 40 3.900.0 0 21.00 26. 00 2.360.598.410.850.008 .
it identifies what are the strategies used by the competitors. Competitive Intelligence Marketing Intelligence is the process of monitoring the activities of competitors. Direct Competitors Name of Proprietor JOSEPH BAGONDOL KRISTO Date Starte d 20042005 2010Address Upper Hinaplanon. Upper Distributi on Area Tambo.C. 1.C.00/t ube big 9.00/cone 5. I.VII. Santa Price Size P1. MARKETING RESEARCH A.000. It is an ongoing activity that necessitates determination of the strengths and weaknesses of the direct and indirect rivals. Moreover. I.00/cone small 3 3 .
Cabarro.00/cone small 4. I. Indirect Competitors Name of Store POPROCK Brand of Ice Cream Nestle Strengths -use generator whenever brownout occurs.000. I. -the owner of the bread shop attracts the buyers of breads and cakes as buyers of ice cream too. Hinaplanon. -during rainy days. Filomena.000.C. I. City Proper 10.00/cone small 900. I.00/tu be small 5.C. Santiago. Tambo Elem.C.00/tu be small 5.00/tube 5. less consumer buys icecream for it is wet and cold outside.00/tube 6.00/cone small 2. .C.ALIBYO KOPIZ TAPING PABLO TUMBOK ARNOLD CORTES TONY ABREJANO FREDDIE PASTALLAN O ALFREDO PADILLA ARNOLD TEMPERO to present 19961997 20042005 2010-to present 1986-to present 2010-to present 19751976 19931994 Hinaplanon. I. Purok 16 Canaway.C.00/cone 3. Hinaplanon. School Pala-o Market Tambacan.00/tu be 1.000. I.C.C. Purok6-B. -the location of the store is in the area Weaknesses -there are many ice cream sellers around the corner.no tables and 3 3 .C.C. I. I. I. I.00/cone big 800. Brgy.00/cone small 1.00/tube 5.00/cone 1.C. I. I. Tambo Bus terminal.C Zone 1 Upper Hinaplanon.C. Tambo I.C.00/cone 800. Hinaplanon. Tambacan.
-Location is near in the area of school. . church and commercial center.BOYET & SOBIE Nestle Selecta near to school. Halo-halo is one of their most sellable served is topped with Nestle ice cream. Nestle is associated in 3 3 . -have their own generator when brownout occurs. cone and cups.Food chain with known brand name in the food industry. chairs where customers can take it inside as part of customer service -it has a competitor in front of its building selling the same brands of ice cream -it has no table and chairs where customers can take it inside as part of customer service VICTORIA BAKERY Nestle Selecta CHOWKING Nestle -Has a company`s price set to the products -products are displayed inside in line with breads and cakes in a way to attract the buyers of their own baked products -sells two kinds of products so buyer has choices -sell sizes in gallons.half gallons. pathway of employees from offices and commercial center.
-use generator during brownouts -one of the biggest grocery stores in the city -located in one of the busiest streets of the city -near Palao wet market -use generator during brownouts .use generator during brownouts EMILIA SUPERMART Selecta Nestle -direct selling competition with Emilia Supermart which is located on the same street -majority of its icecream package size is a pint to a gallon -early closing time -direct selling competition with FK Mart -early closing time GAISANO GROCERY Selecta Nestle Magnolia 3 3 .FK MART Nestle Selecta Chowking with strong brand name located in every malls in the Phils.one of the biggest grocery stores in the city -located in one of the busiest streets of the city -closer proximity to Palao wet market than FK Mart -has a wider packaging sizes from Selecta products -located inside GMALL which commands a higher number of people entering the building -is in a one stop shop -has 3 brands of ice cream to offer to its customers -largest variety of packaging sizes available .
Survey Questionnaire The proponents conducted a survey to the target market. The proponent made use of a single blind taste test in which respondents are not aware of brand names. (See appendices) 4. This is to avoid bias in rating the various attributes of the product. Test Marketing Test Marketing is a research tool implemented on a limited scale before the final launching of the product. 3 3 .-longer open time with no lunchbreaks -late closing time 3. Blind Taste Test Blind taste test is the process of knowing directly from the respondents their preferences and personal judgment about the product. attitude and image of the potential customers about the product. Customers’ reaction will then be recorded and will be used for refinements. (Please refer to appendices) 5. The proponents will conduct this a month before the grand opening to know the performance of the product in the market. Below is the result of the survey conducted. This is found to be helpful because of the primary data that the researchers could use of in improving the product and the business in general. The purpose delves on knowing the usage.
APPENDICES A.VIII. Flyers 3 3 .
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