1.

EXECUTIVE SUMMARY

1.1. Name of the Project

San Andres Flavored Bulad
1.1.1. Mission
We produce high quality flavored bulad that will cater the
tastes of our customers, connect generations and celebrate our
rich culture.

1.1.2. Vision
 To let our young generation experience eating bulad in
its new taste.
 To showcase Region 8’s rich economy and culture.
 To be one of the leading producer of bulad here in the
Region and in the Philippines.

1.1.3. Project Objectives

 To provide high quality bulad that will be loved by our
customers.
 To harness the region’s rich natural resources.
 To create job opportunities for the local community.

1.2. Nature of the Industry

Bulad making (open air drying using the sun and wind) is one of
the earliest type of preserving foods (e.g. fish) here in the Philippines.
Bulad manufacturers are located where there is a guarantee of raw
materials such as nearby seashores for the fishes and open areas for
drying. The manufacturers are generally small-scale, family
establishments that have limited capital. Small households also produce
bulad in relatively small amount for their consumption. The processing
methods they employ vary considerably, resulting in inconsistent quality
and limited shelf-life of finished products
(http://www.fao.org/fishery/facp/PHL/en).
*San Andres Flavored Bulad* wants to enter the industry of
bulad making because it is inspired to be a part of the growing economy of
bulad making. We also want to innovate the typical bulad into something
new.
1.3. Location of the Project
The project is located in Dulag, Leyte. Dulag is along the coast of
Leyte Gulf and is one of the fishing hubs here in Leyte. The team also find
a wide place to use as a drying area here. Dulag is situated 37 kilometers
south of Tacloban City, the Provincial Capital.
The place is deemed to be a strategic location because of its
proximity to the raw materials needed and the potential customers. Dulag
is also accessible in any mode of transportation from Tacloban City, one
of the target area of the business.

1.4. Project Rationale

Philippines is one of the top fish producing countries in the world.
Aside from smoked fish or tinapa, bulad is one of the most processed fish
products by small-scale local businesses especially here in Region 8.

Traditional bulad usually are just salty and smelly. It is usually

fried and eaten with rice or cooked as condiments of some dishes.

Kids are known to be picky eaters and do not consider the

nutritional value of the foods they eat. They ignore eating bulad because
of its plain salty taste. Some of the children from low-income families,
who usually consume bulad as viand, are somewhat picky eaters as well.
Our team is inspired to innovate our traditional bulad by making it
appealing to these kids and their families as well. We want to incorporate
flavors such as adobo, garlic, spicy vinegar and barbeque and etc. to
bulad without affecting its quality and shelf life. We also want to develop
and use new additional flavors and variety of fishes to be used in the long
run.
In this regard, we will be able to utilize the rich natural resources
of our region. We will also be able to provide job opportunity in the local
community such as the fishermen. The product’s packaging will showcase
the region’s sceneries and culture.
2. MARKETING PLAN

2.1. Product to Sell

2.1.1. Unique Selling Proposition
“Flavoring your bulad, Coloring your experiences.“
With our flavored bulad inspired by Filipino dishes such as the vinegar, adobo
and barbeque flavors, we brings you the throwback experience on how people
savour the moment with bulads on their table as they talk and share about their
lives. San Andres Flavored Bulad, aims to be part of every family gatherings,
nature tripping, and be one of the menu in family tables.
We would like also to promote the Tourist Spots destination in the Region by
making our bulad a main pasalabong by tourists as a representation on how
rich our culture is as we preserve a traditional food now on flavors.

2.2. Target Market

2.2.1. Area Coverage
*San Andres Flavored Bulad* aims to serve the local
community of Dulag, Leyte. It is also aiming to supply markets
here in Tacloban City such as Pasalubong Centers and Public
Markets. These areas are deemed to have a lot of potential
customers and are of close proximity to the Location of the Project
and hopefully to extend in the entire Region VIII, Eastern Visayas.

2.2.2. Consumer/ Customer

 Filipino Families
 It is typical for most families to eat bulad in
breakfast or dinner. One key consideration is
that children often do not eat bulad as viand
because of its salty taste. It is an advantage for
*brand name* to offer flavored bulad in the
market. This may be a resort for parents to have
their kids eat bulad.
 Tourists
 Region 8 is known for its majestic sceneries and
delicious delicacies, that is why we have a lot of
tourist from different parts of the Philippines. It
is a tradition for every Filipino traveler to bring
Pasalubong from the place he’s been. As a new
product, flavored bulad can be a new food item
 for Pasalubong which every tourist will be
looking for in Pasalubong Centers.

2.3. Demand and Supply Analysis

2.3.1. Total Potential Demand
According to 2015 Census of Population by Philippine
Statistics Authority (PSA), Leyte has a total of 405, 873
households. On average, each household has a minimum of 4
family members.
*we will include data on tourist arrivals*
2.3.2. Present Supplier/Competition
Bulad industry has a lot of established manufacturers and
suppliers here in the region. Almost every public market has a
variety of bulad offered and are mostly clustered in one area.
These sellers are in keen competition with each other, however,
lack marketing strategies. They don’t differentiate themselves from
their competitors. They sell a variety of bulad fish but their
processes, technology and target customers don’t usually differ.

2.4. Pricing and Positioning Strategies

We will price our product depending on its cost and expenses that will be
incurred. From the cost being accumulated, we will set a percentage of profit
we want and divide it to our total production to obtain the amount that should
be priced in our product. We will not add a higher price for its brand name for
we are still in the phase of introducing our product to the market. And even in
the long run, we still hold on to providing a cheap but in quality bulad to the
community and society.
We will position our product to the market by making a different impression
to bulad which is typically known only to be salty. In our product, we
guarantee a different flavor perfect for your taste and a different kind of
experience. We would not also limit our product to being served in the table
only but rather we want to be part og the sharing of lives and making of
memories and experiences as they get to know how rich in nature and culture
our Region is as well as the Philippines. We don’t just want to be in their
tables but we want to be part of their life, part of their experiences.
We want to be remembered as the bulad they love to eat that even they only
hear the word bulad, San Andres Flavored Bulad is what they would ask for.
 2.5. Distribution Plan

2.6. Projected Sales

2.6.1. Per Month

2.6.2. In Volume and In Pesos

.
2.7. Marketing Programs/ Strategies

2.7.1. Marketing Programs

 Product Sampling
 Trade Fairs/Food Fairs
 Newspaper Advertisement
 Alliance to Markets & Seller Commitment
 Connections to Tourist Spots Pasalubong Centers

To introduce our product in the market we are going to have a product sampling. We will first
have a few supplies and observe about its sales. We will be targeting those areas that have a
higher demand for bulad. If sales are fine and seeing that there is a great potential for a higher
profitability, we will be expanding our supplies to other places and municipalities until
eventually we will be able to supply our entire targeted market.

For additional exposure of our product, we will be joining trade fairs/food fairs in the region that
showcases the innovations of our traditional foods. In this fairs, people will get to know our
product which is a flavored bulad inspired by Filipino dishes and would make them try what we
are proud of.
Newspaper Advertisements can also be a powerful tool for us to introduce our product and reach
our targeted customers. Newspaper covers a wide array of readers which are also as well our
target customers.

After being able to introduce our product to the market and promote it using our marketing
strategies, we will then establish a relationship towards our market suppliers. We will seek
connections to markets for them to sell our product and strengthen the trust of the contracts and
confidence of the quality of the product.
Connection to Tourist Spots Pasalubong Centers is also a great way for additional product
sellers. Since we promote the rich culture of the region, we also want to introduce the traditional
food that everyone loves to eat especially when in province with family using only their bare
hands. For we want to be part of every family’s sweet conversations on their table.
 2.7.1 Online Marketing Strategies
 Facebook Page
 Online Marketing Videos
 Online Accepting of Orders
For online marketing strategies, we will have our San Andres Flavored Bulad Official Facebook
page where people can reach us for comments, reviews, suggestions and orders. We will also be
posting videos of the tourist spots destinations in the Region that showcases the richness of our
nature and culture.

We would be promoting our product as well the tourist in the Region. Thereby, increasing the
tourist economy and creating local jobs in the community.

2.8. Marketing Budget

TOWS Analysis
Internal Strengths

 Strategic Location
 Cheaper
 Pinoy Style and Locally Made
 Innovative
Internal Weakness

 No prospective investors yet

 No established brand image yet
 Limited Flavors
 Little Supply Capacity

External Opportunities

 A Region and a country rich in culture and tourist destination

 Lot of prospective customers
 Packaging
External Threats

 Existing Competitors
 Place prone to natural disasters and calamities
 Prone to imitations
Internal Strengths – External Opportunities