MARKETING

PLAN
On Nutri-Seaweed Cracker

FAIDUL-RAHMAN R. IBNO

JANZELLE DC. PAGASIAN

MICAH ZIA E. REYES

CLENMARC P. RUBIO

PRINCESS D HIEVA A. UDDIN

ABM – 111

MR. ARWALD A. CANDIDO

MODERATOR
 TABLE OF CONTENTS

I. Executive Summary…………………………………………1-2

II. Company Background………………………………………3-5

III. Situational Analysis………………………………………….5-24

A. Market Analysis……………………………………………….5-16

B. Customer Analysis……………………………………………16-21

C. Competitive Analysis…………………………………………22-23

D. SWOT Analysis………………………………………………..23-24

IV. Marketing Objectives…………………………………………25-26

V. Marketing Strategies………………………………………….26-30

A. Product/Service Strategies……………………………………26

B. Pricing Strategy………………………………………………..27-29

C. Distribution Strategy…………………………………………30

D. Advertising and Promotional Strategy………………………30

VI. . Implementation……………………………………………….31-32

VII. Appendix………………………………………………………33-38
 I. Executive Summary

Project Name Nutri-Seaweed Cracker

Location Don Toribio St. Barangay Tetuan, Zamboanga City
Proponents The proponents of the said business are Micah Zia E. Reyes, Faidul

Rahman R. Ibno, Janzelle DC. Paghasian, Princess A. Uddin

and Clenmarc P. Rubio.

Project Description Nutri-Seaweed Cracker is a small company owned by ABM111. At

Nutri-Seaweed Cracker Company, our opportunity lies within filling

a void in the nutritious cracker snack food market. We pledge to

create revolutionary crackers that combine two opposites on the

health spectrum. Nutritious crackers with savory tastes. Our goal is

to break the cycle of children and teens who does not like the taste

of Agar-Agar and nd to promote healthier adulthood lifestyle.

Our product differentiates itself from our competitors at inception

due to our positive image associated with health; we combine this

with great taste and functionally vitamins and minerals.

Our vision is to create revolutionary snacks that combine the two

opposite of the health spectrum, Nutritious cracker and savory taste.

While our mission is to break the cycle of people who eats

unhealthy crackers and promote healthier adulthood lifestyle.

This marketing plan illustrates our market segment and the strategies

we will apply to get the attention of the customers. This plan will

also focus on the company’s growth strategy ways on how we build

customers relationship using our product.

1
Objectives of the Our company will introduce a healthy snack crackers alternative in

Project public elementary and high school system that will assist our target

group in making smarter, healthier diet choices. Our product will

eliminate the stigma that healthy foods have a bland taste. Each

container of seaweed crackers is packed with different savory flavors

and ingredients that provide a natural boost to children’s developing

bodies.

Project Beneficiaries Since people especially children and teens are not health conscious

especially on what they eat and tend to eat more crackers every day,

in eating this agar-agar cracker, we can get nutrients in it.

Instead of eating factory made crackers which contains unhealthy

contents. Also it will be a great help for those agar-agar vendors

because since we will be needing our main supply from them.

Project Funding Because our product is still not yet well known, we will be needing

the help of DTI and we will just use our own money contributing for

the capital costing P237,744.00 only.

Contingency Plan If the proposed business will not be able to work which is the

Seaweed Cracker, there will be a shift in the new form of business

which is still a cracker made not of agar-agar but pure vegetables

because the ingredients that we will use in the seaweed cracker and

vegetable cracker will just be the same.

Project Cost This project has an estimated cost of P237,744.00 per year,

P10,062.00 per month and P335.40 per day.

2
 II. Company Background

Company Logo:

“Thin and delightfully crisp crackers.”

Vision:
To be a certified and preferable producer of a nutritious cracker. And has a significant
contribution in our society. We commit to make our product safe and more affordable to
everyone. Our vision also is to create revolutionary snacks that combine the two opposite of the
health spectrum, Nutritious cracker and savory taste.
Mission:
To be distinguish as a world’s best producer of Agar-Agar Crackers. Focusing on the
people especially the millennial who doesn’t like the taste of agar-agar and looking forward to
expand the choices of flavors, offered to costumers at the most affordable price, great tasting,
flavorous and healthy agar-agar crackers. Our mission also is to break the cycle of people who
eats unhealthy crackers and promote healthier adulthood lifestyle

Values Uphold: 3
 We value, respect and welcome everyone who will buy our product. We are also
committed to provide a good quality and fresh agar-agar crackers to the consumers and treat
them as our highest personality.

Company’s Brief History

Nutri Cracker is a limited liability business that was established in Zamboanga City,
Philippines in June 2017 with business operations set to begin.

At Nutri Cracker Company, our opportunity lies within filling a void in the nutritious
cracker snack food market. We pledge to create revolutionary crackers that combine two
opposites on the health spectrum. Nutritious crackers with savory tastes. Our goal is to break the
cycle of children and teens who does not like the taste of Agar-Agar. And to promote healthier
adulthood lifestyle. We are providing our customers with the essential natural benefits available
straight from the Earth.

Seaweed Crackers provide teenagers with one third of the daily required nutritional
intake of vitamins. Our product differentiates itself from our competitors at inception due to our
positive image associated with health; we combine this with great taste and functionally vitamins
and minerals.
.
Nutri Cracker will be obtaining a patent, trademark and copyright for the product as it is
crucial to protect our special recipe. Having the patent will ensure exclusive rights to produce the
healthy crackers fortified with vitamins and minerals especially for children and teenagers and
will protect us from having competitors.

4
 Nutri Cracker is creating an initial product offering of nutritious seaweed crackers. Our
company will introduce a healthy snack crackers alternative in public elementary and high
school system that will assist our target group in making smarter, healthier diet choices. Our
product will eliminate the stigma that healthy foods have a bland taste. Each container of
seaweed crackers is packed with different savory flavors and ingredients that provide a natural
boost to children’s developing bodies.

III. Situational Analysis

A. Market Analysis

 Market Size

The data from the market size was gathered through conducting a customer survey. For

the survey, 334 respondents were chosen among the 2022 total numbers of students and

employees in STI College-Zamboanga. The number of sample respondents for the survey was

calculated using Slovin’s Formula.

*Slovin’s Formula- A formula used to calculate the sample size (n) given the population

size (N) and the margin of error (e). It is computed as:

n= ____ N______
1 + Ne²

So,
n= ____ 2,022______
1 + 2,022(5%)²

n= 334.

Therefore, there are 334 respondents from STI College-Zamboanga.

5
DEMAND ANALYSIS

Among the respondents who were asked if they are willing to patronize the products, 241

out of the respondents said that they are willing to patronize the patronize the product. This

means that the market has a demand of 72.16%.

The current and future number of customers and the number product produced are

presented using the table and graph below.

Year Population Market Days in Annual

Demand Operation Demand

2017-2018 2,022 72.16% 365 532,562

2018-2019 3,201 72.16% 365 843,092

2019-2020 5,067 72.16% 365 1,334,567

Table 1: Projected Annual Demand

Table 1 shows the annual projected of Nutri-Seaweed Cracker for the school year (2018-

2019) and for the two school years (2019-2020 and 2020-2021). In 2017-2018 has a population

of 2,022 with annual demand of 532,562 , 2018-2019 has a population of 3,201 with the annual

demand of 843,092 , and lastly 2019-2020 has a population of 5,067 with annual demand of

1,334,567. Therefore, this proves that the increase in population will increase the demand for our

product. As an effect, this will increase the profit of the business. The annual demand was

calculated using the formula:

Annual Demand= Population*Market Demands*Days in Operation

6
PROJECTED ANNUAL SUPPLY

The projected supply of the market has been determined based on the daily capacity of

the schools providing the company’s product to its customer. To further the maximum capacity

and supply of the market, there are two factors looked upon operating days and average daily

customers. The listed competitors were based on the customer survey, asking the sample

respondent where they buy the cracker.

Competitors No. of customers Days in Supply

per days Operation
Cecile’s Banana Chips 200 365 73,000
Dela Pena’s Cassava 75 365 27,375
Crackers
Alona’s Camote 100 365 36,599
Crackers
Total Annual Supplies 136,974
Table 2: Projected Annual Supply

Table 2 shows the computation of the supply of the products that our greatest competitors

can provide. Cecile’s Banana Chips has the highest supply wiith 73,00 since it serves 200
customers per day, Followed by Alona’s Camote Crackers with 37,599 supplies that serves 100
customers and last Delpa-Pena’s Cassava Crackers with 27,375 supplies that serves 75 customers
only. This proves that if the no. of customers per day of our competitors will increase the no. of
the their supply will also increase. In conclusion ,the supplies that produce by our competitors
will affect with the market demand of our company Total Annual Supplies is calculated using the
formula:

Total Annual Supplies= No. of customers per days* Days in Operation

7
DEMAND & SUPPLY GAP ANALYSIS

Demand Supply Gap Gap with MA

532,562 136,974 395,588 285,456

843,092 136,974 706,088 509,513

1,334,567 136,974 1,198,000 864,477

Table 3: Projected Demand and Supply Gap Analysis

Table 3 shows projected demand and supply of the target market for the 3 years the

business is scheduled to operate. The demand is got in the every year annual demand in the

demand analysis, supply is got in the Projected Supply of the competitors. The gap is obtained

by subtracting the project demand to the projected supply, indicates the available market for the

cracker which gives an opportunity for the study and making the marketing analysis variable.

Gap with MA is obtained by Multiplying the Gap and the percentage of market demand. The

highest demand which has 1,334,567 got the highest Gap with MA with 864,477 followed by the

demand with 843,092 with 509,513 and lastly the demand with 532,562 with 285,456. As the

demand increase, the Gap with MA also increase. As an outcome the increase of the Gap with
market demand will make our company improve.

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 Market Share for 2017-2018

37%
Demand
50%
Supply
Gap
13%

The evidence from the pie chart shows the percentage of the market share for 2017- 2018.

Out of 100%, the demand got the highest percentage a total of 50%. Followed by the gap with

a total of 37%. Lastly the supply with 13%. The percentage is obtained by dividing each value of

the Demand, Supply and Gap of the year 2017-2018 to the total sum of Demand, Supply and

Gap. Therefore, Demand should be the first, Gap is the second and Supply is the third. As an

effect, we should increase the production of our supply to meet the percentage of demand of our

product.

9
  Market Growth Rate

Population (S.Y 2017-2018) Projected Increase for S.Y Market Growth Rate
2019-2020
2,022 3,201 158.32%
Table 4: Market Growth Rate

Result shows that market growth rate of Nutri-Seaweed Cracker was calculated using the

formula:

Market Growth Rate= Projected Increase for S.Y 2017-2018 100

Population (S.Y 2016-2017)

Market Growth Rate= 3,201

100
2,022

Market Growth Rate= 158.32%

School Year S.Y 2017-2018 S.Y 2018-2019 S.Y 2019-2020

Population 2,022 3,201 5,067

Table 5: Market Size

Table 5 shows the projected increase of the market size of the Nutri-seaweed cracker for

the next two consecutive school years, S.Y 2018-2019 and S.Y 2019-2020. The projected

increase of the market size for the S.Y 2018-2019 and S.Y 2019-2020 is 3,201 and 5,067

respectively. In conclusion, in every school year the population increases, the market size also

increases and will lead to more market demand. Projected market size was calculated using the

formula:

Projected Market Size= Population of S.Y 2017-2018 * Market Growth Rate + Current
Population

10
0
0
  Market Profitability

GAP with MA Price Annual Profitability

285,456 P5.00 P1,427,280

509,513 P5.00 P2,547,565

864,477 P5.00 P4,322,385

Table 6: Annual Market Profitability

Table 6 shows the projected increase of Annual Profitability. The company also offers

cheaper price of the cracker depending on its size. In every year, there is an increase of

Nutri-Seaweed Cracker’s Annual Profitability. First Gap with MA 285,456 with annual

Profitability of P1,427,280, Second Gap with MA 509,513 with anuual profitability of

P2,547,565 and lastly the third Gap with MA 846,477 with annual profitability of P4,322,385.

As an effect, the increase of profit will help our business to be more progressive and to improve

more. The annual profitability was calculated using the formula:

Annual Profitability= GAP with MA* Price

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  Industry Cost Structure

Direct Material Cost per day

Ingredients Unit Cost Volume Used Total Cost per

day
Seaweed (Agar-Agar) ₱18.00 1 kilogram/pack ₱18.00

All Purpose Flour ₱58.25 1 kilogram/pack ₱58.25

Baking Powder ₱10.50 100 grams/pack ₱10.50

Onion ₱4.00 2 pieces ₱8.00

Black Pepper ₱12.40 20 grams/pack ₱12.40

Iodized Salt ₱7.00 250 grams/pack ₱7.00

Vetsin Seasoning ₱4.20 246 grams/pack ₱4.20

Garlic ₱3.00 2 pieces ₱6.00

Palm Oil ₱52.00 1 kilogram/pack ₱52.00

Cheese Powder ₱30.00 100 grams/pack ₱30.00

Hot Sauce ₱16.55 100 grams/pack ₱16.55

Plastic Cellophane ₱45.00 2 1/2 packs ₱112.50

(Packaging)
Total Direct
₱ 335.40
Ingredient Cost

Table 7: Industry cost structure per day

Table 7 shows the industry cost Structure of the Nutri-Seaweed Cracker per day. It shows

that the Business will incur a total cost of Php 335.40 per day.

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Direct Material Cost per Month

Ingredients Total Cost per No. of Days in a Total Cost per

month
day Month
Seaweed (Agar-Agar) ₱18.00 30 ₱540.00

All Purpose Flour ₱58.25 30 ₱1,747.50

Baking Powder ₱10.50 30 ₱315.00

Onion ₱8.00 30 ₱240.00

Black Pepper ₱12.40 30 ₱372.00

Iodized Salt ₱7.00 30 ₱210.00

Vetsin Seasoning ₱4.20 30 ₱126.00

Garlic ₱6.00 30 ₱180.00

Palm Oil ₱52.00 30 ₱1,560.00

Cheese Powder ₱30.00 30 ₱900.00

Hot Sauce ₱16.55 30 ₱496.50

Plastic Cellophane ₱112.50 30 ₱3,375.00

(Packaging)
Total Direct
₱ 10,062.00
Ingredient Cost

Table 8: Industry cost structure per month

Table 7 shows the industry cost Structure of the Nutri-Seaweed Cracker per month. It

shows that the Business will incur a total cost of Php 10,062.00 per month.

13
Direct Material Cost per Year

Fixed cost Per Month Month in a Total Cost per

Payment
year Year
Labor ₱7,500 12 ₱90,000.00

Variable Cost

Seaweed (Agar- ₱540.00 12 ₱6,480.00

Agar)
All Purpose Flour ₱1,747.50 12 ₱20,970.00

Baking Powder ₱315.00 12 ₱3,780.00

Onion ₱240.00 12 ₱2,880.00

Black Pepper ₱372.00 12 ₱4,464.00

Iodized Salt ₱210.00 12 ₱2,520.00

Vetsin Seasoning ₱126.00 12 ₱1,512.00

Garlic ₱180.00 12 ₱2,160.00

Palm Oil ₱1,560.00 12 ₱18,720.00

Cheese Powder ₱900.00 12 ₱10,800.00

Hot Sauce ₱496.50 12 ₱5,958.00

Plastic Cellophane ₱3,375.00 12 ₱40,500.00

(Packaging)
Water Bill ₱150.00 12 ₱1,800.00

Electricity Bill ₱150.00 12 ₱1,800.00

LPG ₱1,700.00 12 ₱20,400.00

14
 Blender ₱3,000.00

Total Direct
237,744.00
Ingredient Cost

Table 9: Industry cost structure per year

Table 7 shows the industry cost Structure of the Nutri-Seaweed Cracker which is divided
into two, Fixed Cost and Variable Cost. Under the Fixed Cost is the labor while under the
variable cost is the ingredients, the bills, the LPG and the Blender needed to produce the product.
It shows that the business will incur a total cost of Php169,944.00 per year. The cost per year
was calculated using the formula:
Cost Per Year= Per Month Payment* No. of payment in a year.

 Distribution Channel

Our relevant market directly consist of schools beginning with public and private schools
of both elementary and high school in Zamboanga City. Indirectly, our relevant market also
includes parents and children as the key influencers of the school. We also target STI College-
Zamboanga because we would want the students to eat healthy crackers rather than unhealthy
crackers. In other schools, we also want the schools to follow the nutritional standards they have.
There are things necessary for Nutri Cracker Company to complete in order to be
successful. We will cultivate interests among the teenage market through our grassroots
marketing program. Our marketing campaign stresses social media (Facebook, Twitter,
Instagram, YouTube) Additionally, our company will seek to generate awareness and give the
good benefits of our product in an effort to gauge the curiosity of Public Elementary and High
Schools especially the students in STI College-Zamboanga in expanding our products. Finally,
we will be utilizing teenage blogs and magazines which we will use to leverage the schools into
selling our product. High awareness, support, and belief in our products will enable our national
expansion of our crackers to other designated cities and eventually to all cities.

15
  Market Trends
Since factory made crackers are in demand for the market, we will be producing healthy
crackers made of seaweed. Nowadays, some people are concerned with their health. More
specifically, in order to achieve good health, we will produce this kind of cracker rather than
unhealthy crackers.

B. Customer Analysis

Market Description
Nutri Cracker was created to serve every consumer a good and a healthy product in a way
they’ll truly love it even non-vegetable eater especially the millennial. By making the agar-agar
into a flavorous and delicious cracker.
Target Market
-7 to 12 years old in elementary public schools
-13 to 17 years old in high schools public schools
-All STI College Zamboanga students
-All University cafeterias in Zamboanga City
-All sari-sari stores in Zamboanga City
Our relevant market directly consist of schools beginning with public and private schools
of both elementary and high school in Zamboanga City. Indirectly, our relevant market also
includes parents and children as the key influencers of the school. We also target STI College-
Zamboanga because we would want the students to eat healthy crackers rather than unhealthy
crackers. In other schools, we also want the schools to follow the nutritional standards they have.
With the children’s market, we are focusing on children aged 7 to 12 years old who buy
snacks in their school canteen and sari-sari stores. The children and teen market is growing
rapidly and tends to have large influence in grocery stores. Additionally, crackers are ranked as
the highest among the favorite snacks of this group.
For the parent’s market, we are targeting those parents concerned with their children’s
16
health. More specifically, we are targeting parents who tend to buy unhealthy foods rather than
healthy foods for their households.
Lastly, for the teenagers aging 13 to 17 in high school, they will be buying the product in
all cafeterias in their schools.

The buying process will begin with sampling method. Once this occurs, the process will
be as follows:
1. Contact schools and determine willingness to try samples.

2. Distribute to supply samples

3. Trial period of samples

4. Student’s approval

5. Purchase larger quantities of crackers.

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Sampling Method

The sampling method used by the proponents is the Stratified Random Sampling. As

computed on the given data by the school’s registrar, there is a target market of Two Thousand

and Twenty-Two students and employees with an annual projected growth rate of 158.32%. The

actual computation of sample size is using the statistical sample computation using Slovin’s

Formula that gives us a total number of 334 sample respondents.

n= ____ N______
1 + Ne²

So,
n= ____ 2,022______
1 + 2,022(5%)²

n= 334.

Market Population Size Percentage Sample Size

(N) {%) (n)
College

BSIT 179 9% 30

BSAT 3 0.15% 1

BSBM 49 2% 7

BSCS 7 0.35% 1

ACT 10 0.49% 1

CCE 2 0.01% 0

18
 Senior High

School

ABM 337 17% 57

STEM 96 5% 17

HUMSS 98 5% 17

GAS 108 5% 17

ITMAWE 665 33% 120

ITANIMA 93 5% 17

ITCHS 80 4% 13

ITCCE 26 1% 3

Employees

STI, Sophia and 269 13% 43%

TNGC

Employees
Table 10: Population Size and Sample Size

Table 10 shows the population size and sample size of the survey conducted. Out of 334

respondents, 30 from BSIT, 1 from BSAT, 7 from BSBM, 1 from BSCS, 1 from ACT and none

from the CCE for College. And 57 from ABM, 17 from STEM, 17 from HUMSS, 17 from GAS,

110 from ITMAWE, 17 from ITANIMA, 13 from ITCHS and 3 from ITCCE for Senior High

School. While in the employees, there are 43 respondents combining the workers from TNGC,

STI AND Sophia Employees.

Out of the 2,022 total population of the STI Students and Employees, these 334

respondents will serve as our basis of different information needed in our marketing plan.

19
MARKET DEMAND
Based on the conducted survey, 241 out of 334 respondents said that they are willing to

patronize Nutri-Seaweed Cracker. This trsnslates that the market has a demand of 72.16%.

Market Demand

28%

Agree/Strongly Agree
Disagree/Strongly Disagree

72%

Figure 1: Market Demand

Figure 1 shows the result of conducted survey, 72% said that they are willing to patronize

the product while 28% are not. This means that most of the respondents wants our product.

20
MARKET SEGMENTATION

Nutri-Seaweed Cracker will use Demographic Segmentation, Psychographic

Segmentation and Behavioral Segmentation. Through the demographic segmentation, we can

identify the specific group of customers according to their age. In psychographic segmentation,

we will be able to know their reactions and personality if they do not like the taste of seaweed.

And in behavioral segmentation which we will know on how much are they willing to spend

with the company’s product.

MARKET TARGETING

For the Market Targeting Strategy, Nutri-Seaweed Cracker will use Concentrated

Targeting Strategy since it only concentrates on one market.

MARKET POSITIONING

Since our product is UNIQUE we know that we can catch the attention of

our target customers because it is not an ordinary cracker which is made of Agar-

Agar.

21
 C. Competitive Analysis

There are many stores who are fun of producing crackers but they do not have unique

ideas. Nutri-seaweed cracker are crackers made of agar-agar. Which is an affordable main

ingredient found in all markets.

PERCEPTUAL MAPPING

High Price

Low Quality High Quality

Nutri-Seaweed Cracker
Cecile’s Banana Chips
Dela-Pena’s Cassava Crackers
Alona’s Camote Crackers

Low Price

Figure 2: Perceptual Mapping of Nutri-Seaweed Cracker Company and its Competitors

Figure 2 shows the position of Nutri-Seaweed Cracker in the Perceptual Map together

with its competitors together with its quality and price.

22
 Nutri-Seaweed Cracker is positioned in Low Price, High Quality because, it may not be a

known product, we still consider it as high quality because of its uniqueness and deliciousness

and Low price so that it will be cheaper and affordable for our Target Customers.

D. S.W.O.T Analysis

Opportunities Threats
 Other product brands  Companies with big

 Discover our product. brands.

 Will be known
 We will have a
and travel around the
shortage of seaweeds.
world.

 In 10 years our

product will be known

in Philippines and

will have a known

company investors.
Strength
 Our product has more  Grab the opportunity.  Promote the product

nutrients than the  Give a good treatment and increase the production

others product. with our investors and and if shortage is happens we

 Seaweed crackers can do more promotion on will proceed to our

be used in meatless our product to have a contingency plan.

diets because it is a high demand.

good source of

nutrients.

23
 It can really help to
loss

weight.

Weakness
 Promote our product  We will use
 Not known product.
to be known and vegetables to produce
 Other nutritious
clarify the consumers product, promote our
product.
about the good product and we will
 Supplies of raw
benefits that they will add suppliers of
materials like
get on buying our seaweeds or
seaweeds.
product, we will use vegetables.
 Other known
vegetables to
companies or our
continuously produce
competitors.
our product.

24
 IV. Marketing Objectives

Monetary Goals

 To produce 250 pcs of crackers per day worth P5.00 each.

 To have an annual profit of P1,427,280.

 High percentage of return of investment.

Marketing goals

 Produce out of the world unique kind of cracker made of seaweed.

 To have a healthy and nutritious product.

 Enhance customer satisfaction, customer retention, and costumer relationship.

 Develop brand awareness through a steady, month to month increase of new customers.

 Develop an increase in sales while achieving a status quo sate or marketing expenses.

 Increased advertising and promotion and rendering of excellent customer.

Social-Related Goals

 Maintaining good relationship with co-workers and customers.

 Volunteering with some Fisherman who will supply our seaweed.

25
Final Objectives

 A double digit growth rate for each future year.

 Reduce the variable costs through efficiency gains.

 Reach profitability within the first year.

V. Marketing Strategies

 Product/Service strategies

Nutri-Seaweed Cracker is not all about its uniqueness but also the healthiness of

the product to its costumers. Nutri-Seaweed Cracker wants to meet or exceed customer

expectations consistently, its speed is responding to customers’ demands and its

anticipation of new customer needs.

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Direct Material Cost of Nutri-Seaweed Cracker

Ingredients Unit Cost Volume Used Total Cost per

day
Seaweed (Agar-Agar) ₱18.00 1 kilogram/pack ₱18.00

All Purpose Flour ₱58.25 1 kilogram/pack ₱58.25

Baking Powder ₱10.50 100 grams/pack ₱10.50

Onion ₱4.00 2 pieces ₱8.00

Black Pepper ₱12.40 20 grams/pack ₱12.40

Iodized Salt ₱7.00 250 grams/pack ₱7.00

Vetsin Seasoning ₱4.20 246 grams/pack ₱4.20

Garlic ₱3.00 2 pieces ₱6.00

Palm Oil ₱52.00 1 kilogram/pack ₱52.00

Cheese Powder ₱30.00 100 grams/pack ₱30.00

Hot Sauce ₱16.55 100 grams/pack ₱16.55

Plastic Cellophane ₱45.00 2 1/2 packs ₱112.50

(Packaging)

Total Direct Ingredient Cost 335.40

Total Volume of Production 250

Cost of Ingredient/ Raw Material per Unit 1.34
Table 11: Direct Material Cost of Nutri-Seaweed Cracker

Table 11 shows that the Direct Material Cost of each Ingredient. Per unit cost 1.34.

27
 After computing for the Direct Material Cost for the product, compute for the Direct

Labor cost to get the Direct Labor Cost per Unit.

Direct Labor Cost

Direct Labor Cost per Day Allocated Cost
Labor 250 250

Total Direct Labor Cost Expenses 250

Total Volume of Production 250

Direct Labor Expense per unit 1

Table 12: Direct Labor Cost

Table 12 shows that the Direct Labor Cost per unit is 3.45.

After computing the Direct Labor Cost per unit, add the Direct Material and Direct

Labor Cost to get the Product cost per unit.

Manufacturing Overhead
Cost per Month Allocated Cost
Water Bill 150 150
Electricity Bill 150 150
Total Direct Labor Cost Expenses 300

Total Volume of Production 250

Manufacturing 1.2
Overhead

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Selling Price Per Unit

Name of the Product

Cost Component
Seaweed Cracker

Direct Material 1.34

Direct Labor 1

Prime Cost 2.34

Manufacturing Overhead 1.2

Selling and Administrative Expense

Total Product Cost per Unit 3.64

Profit Margin (50%) 3.64 *50%

Selling price per unit 5.46 or 5

Table 13: Selling price per unit for the product.

 Pricing Strategy

Nutri-Seaweed Cracker provides lower price but high quality customized clients’ needs. The

value of this product and service is reflected in its premium price. Nutri-Seaweed Cracker should

be sensitive to the price elasticity of its product and overall customers’ demand. Because the

major factors affects the pricing are cost, demand competition, the channel of distribution,

company’s objectives, and rate of exchange. Our product will cost Php5.00 per pack.

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  Distribution Strategy

Nutri-Seaweed Cracker will use Direct-Marketing since it is still a small business. After that,

we will distribute it to the retailers (Stores and School) then they will be the one to sell it to the

consumers.

Manufacturer Direct Marketing Stores/Schools Consumer

 Advertising and Promotional Strategy

We will cultivate interests among the teenage market through our grassroots marketing
program. Our marketing campaign stresses social media (Facebook, Twitter, Instagram,
YouTube) Additionally, our company will seek to generate awareness and give the good benefits
of our product in an effort to gauge the curiosity of Public Elementary and High Schools
especially the students in STI College-Zamboanga in expanding our products. Finally, we will be
utilizing teenage blogs and magazines which we will use to leverage the schools into selling our
product. High awareness, support, and belief in our products will enable our national expansion
of our crackers to other designated cities and eventually to all cities.

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IV. Implementation

Nutri-Seaweed Cracker focuses on the production of the product which is made up of

seaweed. Our healthy cracker alternative is specifically made for the benefit of the consumer in

aiding them to lead healthier lifestyle.

We strictly pride our company on offering our customers credible information regarding

our product in an effort to avoid making exaggerated claims made by many other snack food

companies that aren’t FDA approved. We plan to have our product FDA approved, as well as

being certified healthy by the Department of Health and Centers for Disease Control and

Prevention. By assuring our customers they are purchasing an authentic healthy food product we

are guaranteeing them and major organizations’ full confidence in our product. By reassuring our

consumers that they’re snacking on the market’s healthiest chip we are creating a strong

relationship and a foundation for customer loyalty.

In order for the company to work, assigning each member of proponents to every group

will be the first step. Each group is responsible for the marketing of Nutri-Seaweed Cracker

within the customer segment. Each group will have full decision-making authority.

These assigning in marketing organization will help us to be more creative and flexible in

meeting customer’s needs.

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 All implementation will start on June 1, 2018 to June 1, 2019. All activities are organized
by Nutri-Seaweed Cracker company.

Date Activities Person Assigned

June 1, 2018 Organize a stakeholder group for the business. Micah Zia. E. Reyes
Each member of the group will have their own
position. Each group will assign to supervise their
own task for the success of the business.
July 10, 2018 Assign the leader of the group to monitor their Faidul Rahman R. Ibno
perspective task. The leader of the team is
responsible for reporting the disseminated
information to the company to have a transparent
report. The full business team will review all
recommendation.
July 25, 2018 Develop marketing information system to Janzelle Paghasian
monitor client reorder patterns and customer
satisfaction.
July 30, 2018 Implement any changes for the company. Princess Dhieva Uddin
Aug. 15, 2018 Contact the entire client for the current product. Clenmarc P. Rubio
Sales Manager is responsible.
Sept. 1, 2018 Develop a new product to the market. Faidul Rahman R. Ibno
Sept. 30, 2018 Implement the customer satisfaction for current Clenmarc P. Rubio
client
Oct. 10, 2018 Survey the customer if they like the new product Micah Zia. E. Reyes
that the company produce for the client.
Nov. 30, 2018 Produces a new product for the current client and Janzelle Paghasian
develop another product to the client which is
also a cracker but now made of pure vegetables.
Dec. 26, 2018 Conduct a survey for the current and future client Micah Zia. E. Reyes
if they like the product that the Nutri-Seaweed
Cracker Company produce.
Jan. 1, 2019 Advertise and promote the product to the market Faidul Rahman R. Ibno
and make a unique idea to improve a product.
Feb. 20, 2019 Analyze and report the result of all customers’ Princess Dhieva Uddin
satisfaction, surveys and evaluate new product
offering.
March 1, 2019 Implement or introduce the company to the city All
together with the effective growth of business.

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VI. APPENDIX

1. I like to eat factory made crackers.

2. I want to try a cracker made of agar-agar.

3. Have you already heard about a cracker which its main ingredient

is agar-agar (seaweed)?

4. What kind of flavor would you like to add in the seaweed cracker?

5. Fried Seaweed Cracker is healthier and more nutritious than

factory made crackers.

6. I think I can get nutrients in eating seaweed cracker and it can help

me to have a good health.

7. I think factory made crackers consist of unhealthy contents which

is not good for my health.

8. How much are you willing to spend for our product?

Data gathered from the survey conducted by the proponents of Nutri-Cracker

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Company to the 334 respondents (Students and Employees) of STI College-Zamboanga.

1. I like to eat factory made crackers.

2.69
11.38
3.89

82.04

Agree Disagree Strongly Agree Strongly Disagree

The evidence shown above is the total percentage of the respondents who likes to eat

factory made crackers. Out of 100%, 82.04% Agreed, 3.89% Disagreed, 11.38% Strongly

Agreed and 2.69% Strongly Disagreed. It simply means that majority of the respondents like to

eat factory made crackers.

2. I want to try a cracker made of agar-

agar.
7.78

11.38

20.06
60.78

Agree Disagree Strongly Agree Strongly Disagree

The evidence shown above is the total percentage of the respondents who likes to try the

company’s product. Out of 100%, 60.78% Agreed, 20.06% Disagreed, 11.38% Strongly Agreed

and 7.78% Strongly Disagreed. It simply means, majority of the respondents want to try the

company’s product.

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 3. Have you already heard about
a cracker which its main ingredient
is agar-agar
7.78
8.7
37.7

39.2

Agree Disagree Strongly Agree Strongly Disagree

The evidence shown above is the total percentage of the respondents who have

already heard about a cracker which its main ingredient is agar-agar (seaweed). Out of

100%, 82.04% Agreed, 3.89% Disagreed, 11.38% Strongly Agreed and 2.69% Strongly

Disagreed. It simply means that majority of the respondents like to eat factory made

crackers.

4. What kind of flavor would

you like to add in the seaweed
cracker?
26.05 15.56

22.46 35.93

Non/Plain Cheese Salt Hot Sauce

The evidence shown above is the total percentage of the respondents who chose

flavors that they would like to add in the seaweed cracker. Out of 100%, 35.93% liked

Cheese, 26.05% Liked Hot Sauce, 22.46% liked Salt and 15.56% liked Non or Plain. It

simply means that majority of the respondents like to add cheese flavor on the cracker.

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 5. Fried Seaweed Cracker is healthier
and more nutritious than factory made
12.57 3.9
10.78

72.75

Agree Disagree Strongly Agree Strongly Disagree

The evidence shown above is the total percentage of the respondents who states

that fried seaweed cracker is more nutritious than factory made crackers. Out of 100%,

72.75% Agreed, 10.78% Disagreed, 12.57% Strongly Agreed and 3.9% Strongly

Disagreed. It simply means that majority of the respondents agreed that fried seaweed

cracker is healthier than factory made crackers.

6. I think I can get nutrients in eating
seaweed cracker and it can help me
to have a good health.

3
14.97

8.38
73.65

Agree Disagree Strongly Agree Strongly Disagree

The evidence shown above is the total percentage of the respondents who think

that they can get nutrient in eating seaweed cracker and can help them to have a

good health. Out of 100%, 73.65% Agreed, 8.38% Disagreed, 14.97% Strongly

Agreed and 3% Strongly Disagreed. It simply means that majority of the

respondents who think that they can get nutrient in eating seaweed cracker and

can help them to have a good healthk

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 7. I think factory made crackers
consist of unhealthy contents…
12.3 3.9

22.2 61.6

Agree Disagree Strongly Agree Strongly Disagree

The evidence shown above is the total percentage of the respondents who states that
factory made crackers consist of unhealthy contents which is not good for their health. Out of
100%, 61.6% Agreed, 22.2% Disagreed, 12.3% Strongly Agreed and 3.9% Strongly Disagreed.
It simply means that majority of the Respondents agreed that that factory made crackers consist
of unhealthy contents which is not good for their health.

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 8. How much are you willing to spend for our
product?

1.8 4.19
8.98

6.89

20.06 58.08

₱5-₱10 ₱10-₱15 ₱15-₱20 20-₱30 ₱30-50 ₱50 and above

The evidence shown above is the total percentage of the respondents who answered on

how much they are willing to spend for the product. Out of 100%, 50.08% wants ₱5-₱10,

20.06% wants ₱10-₱15 , 6.89% wants ₱15-₱20 , 8.98% wants ₱20-₱30, 1.8% wants ₱30-50 and

4.19% wants ₱50 and above. It simply means that majority of the Respondents agreed are

willing to spend P5.00-P10.00 only.

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