MARKETING PLAN

EXECUTIVE SUMMARY

Easy Mart is a convenience store located in front of STI-WNU. It is owned under the
partnership of De Luna, Javier and Salimbagat. The convenience store operates 24 hours and
sells variety of products. The store has kiosk machines such as ULOAD, automated charging
machine which are available to the use of the customers and is fully air-conditioned. Also, the
store has a WiFi and the limit a customer can use the WiFi is two hours. Unlike other
convenience stores, Easy Mart has provided an area in the side of the store where tables are
placed. This is to give the customers a place to rest, wait, discuss group projects and do school
work.

It was founded by Aime R. De Luna, Jannie Rose S. Javier and Joela C. Salimbagat. They
are all degree holders who graduated from the University of St. La Salle who are interested in
opening up a business that is accessible and convenient. Ever since they were students, they
noticed the convenience stores were of great help to them especially when they need food and
supplies late at night. Because of this, they decided to open their own convenience store. The
three of them agreed to be in a general partnership.

Easy Mart is a new business in the industry, was just established in 2017. Even being a
new one, it is able to compete with other convenience store and the amount of customers they
gather continues to increase per day. To be able to maintain this, the owners has been making the
necessary steps, which were planned in advance, with great caution.

The business aims to gather the attention of customers to purchase products from them
rather than going to other stores. Easy Mart wants to build an awareness on its customers and
give them a satisfying time in order to make them loyal buyers and make the store their first
choice. In the future, the store intends to establish a positive steady growth, boosting sales by
increasing customers, open outlets inside and outside Bacolod in two years and gain half of the
market in five years.

To be able to increase customers, Easy Mart competes with the others in the industry by
computing costs and expenses to find the possible minimum pricing option, using media to make
the store known to people, opening in front of STI-WNU at the start but strives to open other
branches in other places in the following months, have a wide variety of products to choose
from, and have the general public as the target market.
MARKETING OBJECTIVES

The business aims to achieve the following in order to grow and expand:

Increase the number of customers

Create brand awareness
Customer's satisfaction
Increase customers of about 50 per 2 weeks
Increase market revenue by 5% each year
Open 10 outlets in 2 years
Gain 50% of the market share in 5 years

MARKETING STRATEGIES

Price

In order to compete with other similar businesses, the store will compute costs and
expenses to be able to find the possible minimum price for the items, and prevent losses. The
store will also conduct a research on similar products of its competitors to determine their price
range and be able to decide on the prices that would be competitive with the others.

Promotion

Before choosing the location, the owners first conducted a survey and feasibility studies
in order for them to be able to assess the available market. They even hired experts who have
good understanding of the convenience store or retailing industry to help them achieve our
business’ goal.

In connection to this, the owners will adopt the following sales marketing approach to
win customers over.

Introduce the convenience store by posting tarpaulins and posters around Burgos Avenue.
Advertise our business in community based newspapers, local TV, radio stations and social
media sites.

List our business on yellow pad ads and leverage on internet to promote the business.

Engage direct marketing.

Place

Easy Mart will first open in one location, in front of STI-WNU. The goal here is to gather
the students of STI-WNU into the convenience store. Soon, the business will start opening
branches in other places in Bacolod and eventually expand to other cities and towns.

Product

Easy Mart will sell products that are similar in other convenience stores. This includes
food, drinks both hot and cold, reading materials, canned goods, school supplies, accessories, etc.
Even the packaging, quality and quantity would be the same. The products will be locally or
internationally branded. The products are delivered by the suppliers that the owners made
contracts with. Depending on the item, the delivery happens every week or two.

But the food is not limited to those that are manufactured by others. The store will also be
selling its own rice meals, sandwiches, siopao and siomai.

People

The target market of Easy Mart consists of the general public. But the store is giving
more effort in attracting the students of STI-WNU, especially since the school is just across the
street.