Pamantasan ng Lungsod ng Marikina

Senior High School

S.Y. 2019 - 2020

MUNCHKINGS

Submitted by:

Jasper Buban Dandee Sanorias

Jomar Castillo Joylyn Abadilla

Emmanuel John Moscoso Jovy Borja

Nathaniel Opada Shanna Fababier

Edmund James Rivera Cherrie Lachica

Submitted to:

Mr. Dennis Hipolito

 Executive Summary

Munchkings is committed to become one of the utmost providers of sweets and satisfy the cravings of our
customers at all ages. We are bound to serving products at high quality while maintaining a budget-friendly
price. Our products,

 are intended to be served/eaten as a snack/dessert.

 can be paired with different drinks.
 adapt to our customers’ taste according to trends and as time goes by.

Munchkings will not stay in the ‘classics’ but will also innovate with the trends. We are also determined to
open new product lines in the future.

Strategy

Munchkings aims to become one of the favourite sweets of the public, and to do so, we’ve come up with
strategies that are meant to help us reach our goals. The strategies are intended to work in the following areas:

 Pricing
 Freebies
 Variety
 Accessibility to the staff

Munchkings will work on these areas by:

 Providing a budget-friendly price wherein the group would still earn.

 Launching seasonal events that give promos to the market. Events that give collectibles to the customers
(e.g. stickers, stamps, badges, etc.). Doing raffles and giving free products as prize.
 Opening a new product line for drinks as well as teaming up with other brands to create new flavours.
 Through direct selling, the administration itself will be the one to communicate with the customers.

Munchkings will start small, focusing on a small market. We will first target the school because it is the
closest to us and it is where all the administrators meet every day. We will grow after being known in the school
and opening new branches nearby/at other schools. As our market expands, we will also come up with new
flavours for our customers to taste.

Distribution will be direct because the administrators will be the one to sell the products. Being a team the
members will work with different roles. A strong direct channel will help us to easily reach our customers’
suggestions and concerns, strengthening our relationship towards them
Market

According to Statista (2019), revenue in the confectionery (sweets) segment amounts to US$1.2 million.
The market is expected to grow annually by 4.47%. In relation to total population figures, per person revenues
US$11.35 is generated.

Operations

Administration will be the one to produce the products. Direct selling will be done to market the
products. Collaboration with other brands is planned for product development.

Management Background

The administration is headed by Emmanuel John Moscoso, composed of all grade 12 students aspiring
to be entrepreneurs while studying in college up to achieving their dream jobs.

Company Logo

Version 1 Version 2

Brief Profile of the Entrepreneur

The business is proposed by the Grade 12 students of Pamantasan ng Lungsod ng Marikina (PLMar)
SSS campus – Rainbow Street, SSS Village, Concepcion dos, Marikina City namely Jasper Buban, Jomar
Castillo, Emmanuel John Moscoso, Nathaniel Opada, Edmund James Rivera, Dandee Sanorias, Joylyn
Abadilla, Jovy Borja, Shanna Fababier, and Cherrie Lachica that will create a new twist in the munchkins.
Background and Business Concept:

We Filipinos’ have a high demand on eating different kinds of sweets such as graham balls, candies,
chocolate bars, and other products that appeared throughout the time.

The group came up with initiating a new kind of sweet to the market, a munchkin that can satisfy the
customers with different tastes and affordable price.

The business targets to serve people from the young age to the old ones who like eating sweets. While
other branded sweets are expensive, our company serves munchkins to provide the customers cheap but tasty
products.

VISION AND MISSION OF THE BUSINESS

Our Vision:

Munchkings aims to become successful with the business and to be well-known in the sweets businesses
in Marikina, offering affordable but satisfactory products. We are also set on expanding our market as we
relentlessly improve our product that will be loved by our customers.

Our Mission:

We will provide satisfaction to our beloved customers by innovating different flavours and making the
product affordable. We will also provide good service to the market in order to obtain a long relationship with
them.
 Strengths and Weaknesses Analysis

Strengths Weaknesses

 Product is new to the market.  Small investment.

 Excellent and creative staff.  Staffs have other personal
 Quality products. matters.
 Affordable products.  Competition against other
 Easily accessible. existing, experienced businesses.
 Great Service

Table 1: Business’s Strength and Weaknesses Analyisis

Business Strategy

Dunkin’ Donut is well-known company that sells donuts and munchkins. However, the products
they offer are a bit pricey so we will sell our products in a more affordable price to catch the interests of our
customers. Mister Donut and Happy Haus Donut are also existing stores but have low brand impact. We will
make our products eye catching by designing our munchkins with different colours and shapes. We will also
take advantage with the use of social media platform in advertising. These said businesses are far from the
target market, PLMar people (PLMarians). We will sell our product around the PLMar area to be more
accessible to the customers so they would not have to go afar just to buy sweets or snacks. They can buy our
products instead of the products from the said businesses.

On the other hand, Grahamitea and other existing graham balls sellers are both our competitors
in the PLMar area. Graham ball is a common snack; many entrepreneurs already tried selling the same product.
We will compete with them by selling the munchkin which is new to the area.
 Marketing Plan

Target Market

We Filipinos are sweet lovers. There are different sweets being offered to the market everyday
due to the high demand of this kind of product. The administration came up to create the business in the PLMar
SSS Campus at Rainbow St. cor. Russet St., SSS Village, Concepcion Dos, Marikina City, Metro Manila where
most College level and Senior High School students are found.

Pricing Scheme

We are going to use price quality association in our product. Selling our product with high
quality but low price will be one of the company’s strength. We will also use price bundling because we will
offer the munchkin in bulk, bundled in a bucket or box wherein the customers can save money with it. We will
also use competition based pricing by putting low prices to our product while other businesses sell expensive
products. Our product will be sold by ₱7.00 per piece; low but competitive enough to other existing sweets in
the market.

Future Pricing Plan

We are planning to increase the pricing of our product when we engage into a larger market.
Price will increase to sustain the ingredients and other expenses such as the rent, bills, etc. We’ll be using the
cost-plus pricing wherein the increased price will be used to enhance our product and to add more products.
Even if we raise our products’ price, we will assure that our product will continuously improve and stay in high
quality.

Distribution Channel

We are going to use direct distribution as our main channel which will give us direct control on
the consistency of the quality and price of our products. The administration can ensure the freshness of the
products being offered through this channel. It will be located inside the school premise that is strategically
accessible to our target market, giving them benefits by having their cravings satisfied with less hassle and less
cost. Also, we can directly ask for their feedbacks and suggestions which will be beneficial on our product
improvement and marketing strategies. We’ll be managing the price range of the products since this will not go
through other channels and we will ensure that the products will be sold at a low cost.
 Future Distribution Channel

We are planning for business expansion by going on other schools around Marikina. Aside from
Facebook, we will also penetrate other social media platform like Instagram to have a massive promotion
online. Our social media platform accounts will be used to sell our products and to reach people who are likely
to buy our products. By doing so, there would be a drastic change on our target market and sales.

Promotion

As a starting company, we'll have to promote our business to be recognized by our target market.
Munckings will use the different promotion mix tools to do so.

•Advertising

Since we don't have much budget as students, we'll promote our business by producing flyers and with
the use of the social media platform. We'll create different social media pages and might use their feature of
marketing our posts visible to their users. We'll also try to advertise with the help of other pages and groups
such as the official page and group of our school.

•Publicity

To promote our product with publicity, we'll ask the customers to give their feedbacks and rating
directly to us and also with the social media platform. Facebook has a 5 star rating feature on pages so we'll ask
our customers to rate us freely. We may also make up hashtags so post related to our product we'll be easily to
be seen. We will do our best to make our products deserve to be rated with 5 stars.

•Personal Selling

We will personally sell our products to our customers so they will be able to communicate with us
directly. We will be reached via private message in social media sites and also in our physical store.

•Sales Promotion

We will be giving coupons when we open our business. The coupons will be give discounts to the
customers when they purchase our products. The flyers distributed in advertising may also have special flyers
that include freebies such as additional pieces of our product or we may give items like umbrellas, fans, etc.
Sales Plan

Monthly Projected Sales Value and Revenue Forecast

Ube Flavour

Month MPSV Revenue Forecast (MPSV – Projected Expenses)

November ₱19,600 ₱7,380
December ₱28,000 ₱15,780
January ₱30,800 ₱18,580
February ₱33,600 ₱21,380
March ₱36,400 ₱24,180

Coffee Flavour

Month MPSV Revenue Forecast (MPSV – Projected Expenses)

November ₱19,600 ₱7,170
December ₱28,000 ₱15,570
January ₱30,800 ₱18,390
February ₱33,600 ₱21,170
March ₱36,400 ₱23,970

Peanut Butter Flavour

Month MPSV Revenue Forecast (MPSV – Projected Expenses)

November ₱19,600 ₱6,630
December ₱28,000 ₱15,030
January ₱30,800 ₱17,830
February ₱33,600 ₱20,630
March ₱36,400 ₱23,430
Cheese Flavour

Month MPSV Revenue Forecast (MPSV – Projected Expenses)

November ₱19,600 ₱6,240
December ₱28,000 ₱14,640
January ₱30,800 ₱17,440
February ₱33,600 ₱20,240
March ₱36,400 ₱23,040

Chocolate Flavour

Month MPSV Revenue Forecast (MPSV – Projected Expenses)

November ₱19,600 ₱7,230
December ₱28,000 ₱15,630
January ₱30,800 ₱18,430
February ₱33,600 ₱21,230
March ₱36,400 ₱24,030
 Total Sales

Flavours November December January February March

Ube 19,600 28,000 30,800 33,600 36,400
Coffee 19,600 28,000 30,800 33,600 36,400
Peanut Butter 19,600 28,000 30,800 33,600 36,400
Cheese 19,600 28,000 30,800 33,600 36,400
Chocolate 19,600 28,000 30,800 33,600 36,400
Total 98,000 140,000 154,000 168,000 182,000

Total Revenue

Flavours November December January February March

Ube 7,380 15,780 18,580 21,380 24,180
Coffee 7,170 15,570 18,390 21,170 23,970
Peanut Butter 6,630 15,030 17,830 20,630 23,430
Cheese 6,240 14,640 17,440 20,240 23,040
Chocolate 7,230 15,630 18,430 21,230 24,030
Total 34,650 76,650 90,220 104,650 118,650
 Business Requirements

Manpower:

Manager

A manager is essential to our company because its the one to control the departments of our business.
The manager is also responsible for paying the bills and other payments.

Marketing

There will be people to manage the marketing activities.

Salesman/Saleslady

We will have a person who shall offer our products personally to the customers, onsite and online.

Delivery Couriers

There will be a person to deliver our products safely to the customers ordering from us

Production:

Producers

They are responsible for creating and supplying the product.

 There will be member to create the munchkings

 There will be members to create or produce the containers such as the bags, boxes, etc.

Auditors

There will be auditors to count/record the products produced, the materials or ingridients used and left.

Administration:

Purchasing Clerk

There will be a person to order the raw materials and ingredients in order to produce our product as well
as the machines to be used.

Secretary

The secretary will record and maintain the employees or members records.
 Administrators

The admins will be the ones to work on the permits and contracts. The admins will also work on the
communication with the customers and other businesses.

Materials:

- Chocolate Bars
- Desiccated Coconut
- Buttercream Biscuits (Different Flavours)
- Condensed Milk, Boxes
- Buckets
- Paper (Intended for paper bags)
- Kitchen Utensils
- Bowls.

Machines:

Refrigerator

 Used to chill the products.

Mixer

 Used to mix the ingredients of the munchkings.

Oven

 Used to melt the chocolate

Methods:

Step 1: Step 2:

Prepare the mateials and Crush the biscuits and put in a large
ingredients. bowl.

Step 3:
Step 4:
Add the condensed milks and
Mix it well.
chocolate depending on the amount
of biscuits.

Step 5: Step 6:

Form the mixture into different Chill before serving

shape and put the desiccated
coconut.
 Munchkings:

Administrators

Manager/s

Marketing Production Administration

 Salesman/Saleslady  Producers  Purchasing Clerk

 Delivery Couriers  Auditors  Secretary
Expenses

In this part, the projected expenses will be presented. The administration must know how much
money should be invested before running the business. The administration studied how the following would
cost:

 Rent
 Advertising
 Utilities
 Ingredients

Fixed Expenses

Category Price
Rent ₱2,500.00
Advertising ₱100.00
Utilities ₱200.00
Total ₱2,800.00

Table 2: Fixed Expenses

Variable Expenses (For 100 Pcs)

Ingredients Unit Price Total Price

Kamote (Ube) ₱50.00 per kg ₱25.00 (1/2 kg)
Desiccated Coconut ₱52.00 per kg ₱52.00 (1 kg)
Condensed Milk ₱42.00 per can ₱84.00 (2 cans)
Buttercream Biscuit ₱51.00 per pack ₱153.00 (3 packs)
Total ₱314.00

Table 3: Variable Expenses for Ube Flavour

 Ingredients Unit Price Total Price
Coffee ₱8.00 per pack ₱32.00 (4 packs)
Desiccated Coconut ₱52.00 per kg ₱52.00 (1 kg)
Condensed Milk ₱42.00 per can ₱84.00 (2 cans)
Buttercream Biscuit ₱51.00 per pack ₱153.00 (3 packs)
Total ₱321.00

Table 4: Variable Expenses for Coffee Flavour

Ingredients Unit Price Total Price

Peanut Butter ₱50.00 per bottle ₱50.00 (1 bottle)
Desiccated Coconut ₱52.00 per kg ₱52.00 (1 kg)
Condensed Milk ₱42.00 per can ₱84.00 (2 cans)
Buttercream Biscuit ₱51.00 per pack ₱153.00 (3 packs)
Total ₱339.00

Table 5: Variable Expenses for Peanut Butter Flavour

Ingredients Unit Price Total Price

Cheese ₱63.00 per box ₱63.00(1 box)
Desiccated Coconut ₱52.00 per kg ₱52.00 (1 kg)
Condensed Milk ₱42.00 per can ₱84.00 (2 cans)
Buttercream Biscuit ₱51.00 per pack ₱153.00 (3 packs)
Total ₱352.00

Table 6: Variable Expenses for Cheese Flavour

 Ingredients Unit Price Total Price
Chocolate ₱30.00 per bar ₱30.00(1 bar)
Desiccated Coconut ₱52.00 per kg ₱52.00 (1 kg)
Condensed Milk ₱42.00 per can ₱84.00 (2 cans)
Buttercream Biscuit ₱51.00 per pack ₱153.00 (3 packs)
Total ₱319.00

Table 7: Variable Expenses for Chocolate Flavour

Flavour Total Projected Expenses

Ube 12,220
Coffee 12,430
Peanut Butter 12,970
Cheese 13,360
Chocolate 12,570

Table 8: Total Projected Expenses

TPE = (Total Ingredient Price X 30 Days) + Fixed Expenses

Income Statement

November December January February March

Sales ₱98,000 100% ₱140,000 100% ₱154,000 100% ₱168,000 100% ₱182,000 100%
COGS ₱49,350 50% ₱49,350 35% ₱49,350 32% ₱49,350 29% ₱49,350 27%
Operating ₱2,800 3% ₱2,800 2% ₱2,800 2% ₱2,800 2% ₱2,800 2%
Expenses
NIBT ₱45,580 47% ₱87,580 63% ₱101,850 66% ₱115,850 68% ₱129,850 71%
LIT ₱5,502 6% ₱10,542 8% ₱12,222 8% ₱13,902 8% ₱15,582 9%
NIAT ₱40,348 41% ₱77,308 55% ₱89,628 58% ₱101,948 60% ₱114,268 62%

NIBT - Net Income before Tax

LIT – Less 12% Income Tax

NIAT – Net Income after Tax

Horizontal Sales Report:

December January February March

Sales 43% 9% 9% 9%
COGS 0 0 0 0
OP 0 0 0 0
Net Income Before 12% 92% 15% 15% 12%
Less 12% Tax 92% 15% 15% 12%
Net Income After 12% 92% 15% 15% 12%

Balance Sheet

Month November December January February March

Assets
Current (Cash) 89,698 125,408 137,728 150,048 162,368
Non-Current (Machine) 15,000 15,000 15,000 15,000 15,000
Total Assets 104,698 140,408 152,728 163,048 177,368
Liabilities
Accounts Payable 15,000 13,750 12,500 11,250 10,000
Capital 89,698 126,658 140,228 153,798 167,368
Total Liabilities 104,698 140,408 152,728 165,048 177,368
 Appendix

I.

What kind of product the company is selling?

- Munchkins; a kind of sweets

Who are the target audience?

- Everyone (Children to Adults)

What does company do?

- We are serving munckins with different flavours which are formed in different shapes and
chilled.

What is the company most important customer-focused business goal?

- We aim to satisfy the customers’ cravings in different ways such as serving our products for
snacks, desserts, treats, and gifts.

II. Possible Target Audience’s Problem

- Other branded sweets are expensive to buy so our company made the munchkins to provide the
customers delicious sweets in an affordable price.

III. Solution to the Target Audience’s Problem

- Our product aims to be different than the others by innovating different flavours and shapes. We
will serve delectable sweets without making our customer’s worried with the price. We will
make the products affordable even by children.

IV. Munchkings: Something Nice for an Affordable Price.

- We are bound to serve the market with a new kind of sweet that everyone could buy. We are
determined to be known as providers of high quality products yet can easily bought by everyone
in the market.
Strengths and Weaknesses of Competitors

Dunkin’Donuts

Strengths Weaknesses
The company is globally known for their long term Expensive products
service
Issuing of promos
Variety of Products

Happy Haus Donut

Strengths Weaknesses
Low-cost products Weak brand identity
Variety of products Absence of brand impact

Mister Donut

Strengths Weaknesses
Low-cost products Weak brand identity
Variety of products Absence of brand impact
Innovation of flavours

Grahamitea

Strengths Weaknesses
Innovation of flavours Risk of launching new flavoured graham balls
Low-cost product Other markets already have graham balls
New to the market