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De La Salle University- Dasmarias

College Of Business Administration


Marketing Department

A Strategic Marketing Plan for


Chicks ni Mond Chicken Patties

In partial fulfillment of
The Requirements in
Strategic Marketing

Submitted by:
Umandap, Maria Jesza
Francisco, Lyka Mae
Ducot, Glyns
Benitez, Raymond

Submitted to:
Dr. Danilo Merais

September 2010
Table of Contents
I.Executive Summary ........................................................................................................3
II.Situation Analysis ...........................................................................................................4
2.1Competitor Analysis...........................................................................................4
2.2Company Analysis.............................................................................................4
2.3Customer Analysis ............................................................................................5
III.Target Market Situation .................................................................................................5
3.1 Segmentation ...................................................................................................5
3.1.1Georgraphic Segmentation .................................................................5
3.1.2Demographic Segmentation ...............................................................5
3.1.3Psychographic Segmentation .............................................................6
3.1.4Behavioral Segmentation ....................................................................6
3.2Market Needs ....................................................................................................6
3.2.1Historical Supply .................................................................................6
3.2.2Projected Supply..................................................................................7
3.2.3Historical Demand................................................................................8
3.2.4Projected Demand ..............................................................................8
3.2.5Demand and Supply............................................................................9
3.3Market Trends ...................................................................................................9
3.4SWOT Analysis ...............................................................................................10
3.4.1Strengths ...........................................................................................10
3.4.2Weaknesses ......................................................................................10
3.4.3Opportunities .....................................................................................10
3.4.4Threats ..............................................................................................10
IV.Market Strategy............................................................................................................10
4.1Marketing Mission ...........................................................................................10
4.2Marketing Objectives .......................................................................................11
4.3Target Market ..................................................................................................11
V.Market Positioning Strategy .........................................................................................11
5.1Product/Brand Strategy ...................................................................................11
5.2Distribution Strategy ........................................................................................11
5.3Price Strategy .................................................................................................12
5.4Promotion/IMC Strategy .................................................................................12
5.5Marketing Research ........................................................................................12
VI.Forecast and Budget ..................................................................................................13
6.1Projected Budget ............................................................................................13
6.2Sales Forecast ................................................................................................13
6.3IncomeForecast ..............................................................................................14
6.4Profitability Analysis ........................................................................................15

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I. Executive Summary

A patty, in American English, is a flattened, usually disc-shaped, serving of ground

meat or meat substitutes. The word derives from the French pt. The meat is

compacted and shaped, cooked if applicable, and served. Patties can be eaten with a

knife and fork, in dishes like Salisbury steak, but are typically served in a sandwich

called a burger, or hamburger if made from ground beef.

Chicks ni Mond created a new variety of patty which is made from chicken. It is not the

usual patty that we are used to but still delicious like a patty made from beef. The

company chose chicken to innovate patties because chicken are healthier than beef.

Beef have more fats than chicken. Chicks ni Mond creates two flavors of patties which

are original flavor and spicy flavor for our consumers.

The paper will further discuss strategies to be retained and to be changed or added by

Chicks ni Mond Chicken Patties in order to reach a larger segment and portion of the

market.

II. Situation Analysis


II.1 Company Analysis

Chicks ni Mond is a partnership created by four students of De La Salle University

Dasmarias. The company created a chicken patty to innovate patties.

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The company is forging ahead, blooming into a full-grown food manufacturing company

and making waves in the Philippine market. It is the food company that understands the

discriminating taste of the Filipino.

Chicks ni Mond are made from chicken, blended with the finest ingredients to give you

the highest satisfaction. These Patties are affordably priced and packed in

microwaveable dish to ensure freshness.

II.2 Competitor Analysis


Purefoods Tender Juicy Hotdogs
Pure Foods have a rich history and a solid record of experience and expertise

spanning nearly six decades of market leadership in the food industry. Purefoods

Tender Juicy Hotdog have different varieties such as Classic, Jumbo, Kingsize,

Cocktail, Balls, Cheesedog, Footlong with Cheese and Sweet Corn.

Pampangas Best Ham


Pampangas Best innovate their product to serve the Filipinos needs. One of

these innovations is Pampangas Best Ham. It became popular because of its

distinct taste and affordable price.

CDO Beef Patties

CDO beef patties are made from high-grade beef, blended with the finest

ingredients to give you the highest satisfaction. These Patties are affordably

priced and packed in microwaveable dish to ensure freshness.

CDO Hamburger Patties Regular and Mini are already available in Bulk Packs for

entrepreneurs that sell Hamburgers. These will surely give them higher income.

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II.3 Customer Analysis
Consumers today are so busy. They want an easy to prepare meals to match their

busy lifestyles. Chicks ni Mond noticed that needs so they created products that are

easy to cook. Their products are also affordable so everyone can buy it.

III. Target Market Situation


III.1 Segmentation
III.1.1 Geographic Segmentation
Place: Chicks ni Mond will be distributing their chicken patties in Luzon

especially in cities.

III.1.2 Demographic Segmentation


Age: Chicks ni Monds targets ages ranging from 3 60 because they are

the people who can eat chicken patties.


Gender: Male and Female
Family Life Cycle: kids, tweens, teenagers, parents

III.1.3 Psychographic Segmentation


Lifestyles: Chicks ni Monds targets primarily the kids, twins, teenagers

and parents. These are the people who love to eat convenient foods.

Kids, twins and teenagers love to eat meat and fried foods. Parents are

also considered targets because they are the ones who bought food for

their family.

III.1.4 Behavioral Segmentation


Occasion: Chicks ni Mond Chicken Patties can also be served on family

gatherings, birthday parties and fiestas where they can eat it like a pika-

pika style.

III.2 Market Needs


Foods that are easy to prepare are now gaining popularity to Filipinos due to our

changing lifestyles. Parents want foods that are easy to cook and yet nutritious

enough to feed their families. Now, they can buy the nutritious and affordable food

like Chicks ni Mond in supermarkets at the price of 30 pesos.

III.2.1 Historical Supply

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The table shows the historical supply since the year 2007 2009. There

is a 60 percent increase in 2008 and a 40 percent increase in supply in

2009.

Table 1
Historical Supply (Industrial)

Year Units(container) Price Sales

2008 91,250 P 30 2,737,500

2009 146,000 P 30 4,380,000

2010 200,750 P 30 6,022,500

III.2.2 Projected Supply

Projected Supply for the year 2010 2012 is shown in Table 2. There will

be an increase of 40 percent to the supply on 2011 and a 10-12 percent

increase in supply on 2012.

Table 2

Projected Supply

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Year Units(container) Price Sales

2011 273,750 P 30 8,212,500

2012 328,500 P 30 9,855,000

2013 365,000 P 30 10,950,000

III.2.3 Historical Demand

Table 3 shows historical demand for the year 2007 2009. This demand

is based on the industrial demand for beef patties.

Table 3

Historical Demand (Industrial)

Year Units(container) Price Sales

2008 304,167 P 30 9,125,010

2009 486,667 P 30 14,600,010

2010 669,167 P 30 20,075,010

III.2.4 Projected Demand


Table 4 shows projected demand for the year 2010 2012. The table is

based on industrial demand for beef patties particularly those in the price

thirty pesos.

Table 4

Projected Demand

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Year Units(container) Price Sales

2011 912,500 P 30 27,375,000

2012 1,095,000 P 30 32,850,000

2013 1,216,667 P 30 36,500,010

III.2.5 Supply and Demand


The table shows the gap between demand and supply. The target share

for Chicks ni Mond Chicken Patties is 43 percent for the reason that it can

potentially serve as much customer as what it targets.


Table 5
Demand and Supply Results

Year Supply Demand Gap Target Market


Share Share

2011 273,750 912,500 638,750 40% 274,663

2012 328,500 1,095,000 766,500 40% 329,595

2013 365,000 1,216,667 851,667 40% 366,217

III.3 Market Trends


The global foods industry continues to experience strong growth, due to the decline

in the number of formal meals eaten and continued demand for foods which can be

eaten on-the-go by time-pressed consumers. Over the last decade, health has been

one of the main drivers of the global foods market, together with the trend towards

premiumisation before the effects of the economic recession were felt. Demand for

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healthy foods continues to increase, as a result of more people paying greater

attention to their diets.


III.4 SWOT Analysis
III.4.1 Strength
They maintain high quality food product at affordable prices.
Continuously developing and manufacturing the highest quality

and safe products.


III.4.2 Weakness
Slow growth
Newly introduced product
III.4.3 Opportunities
Continues producing new product with different variety.
Word of Mouth
Increase market share
III.4.4 Threats

Many competitors

Substitution are arising

IV. Market Strategy


IV.1 Market Mission
Chicks ni Mond exist to provide total satisfaction to the Filipino consumers through

the development, manufacturing, and marketing of high quality nutritious products at

reasonable prices.

IV.2 Market Objectives


To provide quality foods
To increase loyal consumers
To provide affordable and nutritious foods

IV.3 Target Market


The target markets of Chicks ni Mond are children, adults and parents. Children are

one of the target markets of Chicks ni Mond Chicken Patties because they like fried

foods and meat. Parents are also considered as a target market because they are

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the one who are concern with the proper amount of diet for their children and also

the person who buy more often to the market place.

V. Market Positioning Strategy


V.1 Product Strategy
Product Strategy for Chicks ni Mond Chicken Patties is to serve affordable and yet

nutritious food to our consumers. Chicks ni Mond will have two flavors which are

original flavor and spicy flavor so that consumers who love spicy foods will also buy

the product.

V.2 Distribution Strategy


Distributors are able to expand their market base by satisfying an ever-widening

need of a rapidly increasing demand for such types of products. Chicks ni Mond

distribute their products to wholesalers and retailers. The quality products that Chicks

ni Mond distribute to their market allow the wholesalers and retailers to enjoy huge

volume at a high profit.


V.3 Price Strategy
The price of Chicks ni Mond Chicken Patties is very affordable. It varies their price

according to their market. In this particular product which is beef patties, their target

markets are the class C so they put up a price that is affordable and still a delicious

product.

V.4 Promotion/IMC Strategy


Chicks ni Mond will be promoted through prints and also by the word of mouth of the

people who already tried the product. There will be fliers to be given to the people in

supermarkets so they will know that there is a new product being introduced.

V.5 Marketing Research


Since marketing research is the key for innovations, Chicks ni Mond make use of this

research to make and develop products for their consumers. They knew that

consumers demands are changing so they have a research team to find out what

are the consumers needs and wants. Research is also a way to identify their

competitors and how to compete with these competitors.

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VI. Forecast and Budget
VI.1 Projected Budget
The projected budget for Chicks ni Mond Chicken Patties is P 515,000. The

projected budget is allotted for the production of the product in every 1,000 pieces.

Table 6
Projected Budget

Containers 40,000 (1000 pcs.)

Ingredients 450,000

Sticker Label 25,000 (1000 pcs.)

TOTAL BUDGET 515,000

VI.2 Sales Forecast


Table 7 shows Chicks ni Monds sales based on its targeted share. The increasing

target share is based from the fact that the business has an increasing public

awareness.
Table 7
Sales Forecast

Year Target Share Price Sales

2011 274,663 P 30 8,239,890

2012 329,595 P 30 9,887,850

2013 366,217 P 30 10,986,510

VI.3 Income Forecast

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Table 8 shows forecasted income for the year 2011 2013. Operating Expense

includes the salaries, rent and supplies of the company. The percentage of tax used

or deducted is 35% in conformity with the percentage of tax for business

establishments in the Philippines.


Table 8
Income Forecast

2011 2012 2013

Sales 8,239,890 9,887,850 10,986,510

Less: Cost of Sales (35%) 2,883,962 3,460,748 3,845,279

Gross Income 5,355,928 6,427,102 7,141,231

Less: Operating Expense 685,000 685,000 685,000

Net Operating Income 4,670,928 5,742,102 6,456,231

Income Tax (35%) 1,634,825 2,009,736 2,259,681

Net Income P 3,036,103 P 3,732,366 P 4,196,550

VI.4 Profitability Analysis


Net Profit Margin

2011
Net profit margin after tax / sales = 3,036,103 / 8,239,890 = 37 %
Profit before tax / sales = 4,670,928 / 8,239,890 = 57 %

2012
Net profit margin after tax / sales = 3,732,366 / 9,887,850 = 38 %
Profit before tax / sales = 5,742,102 / 9,887,850 = 58 %

2013
Net profit margin after tax / sales = 4,196,550 / 10,986,510 = 38 %
Profit before tax / sales = 6,456,231 / 10,986,510 = 59 %

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