Professional Documents
Culture Documents
Marketing Plan
Marketing Plan
Department of Education
MARKETING PLAN:
MARKETING MAESTROS
Submitted to:
Submitted by:
TABLE OF CONTENTS
I. Marketing Background………………………………………………………….………4
1. Market Size
2. Market Trends
B. Market Profile…………………………………………………………………..………..5
C. Environmental Analysis………………………………………………………………...7
1. Opportunities
2. Threats
A. Competitive Reasoning…………………………………………………………………9
A. Company profile
A. Product Strategy……………………………………………………………………….24
2. Packaging
B. Pricing Strategy………………………………………………………………………..25
C. Distribution Strategy…………………………………………………………………..26
C. Income statement……………………………………………………………………...35
X. Attachments/ Appendices………………………………………………...…………..37
A. Documentation
C. Survey Form
D. Marketing Research
\
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I. MARKETING BACKGROUND
Break time is sometimes the most awaited part of the day of the students
because they can have a rest and eat at their leisure. Eating is sometimes the haven of
the students that is why the Maestros partnership decided to put up a food stall catering
to what they need, various foods they can choose from including fries, mango, and the
tempura. The fries come in with cheese and ketchup flavour, mango which you can
choose to pair traditionally with salt or shrimp paste, and tempura dipped in the mass
The variety of food offered gives satisfaction to the cravings of the students at an
affordable price. Furthermore, it aims to attract the attention and address the wants of
the students in Science and Technology Education Center, Basak, Lapu-Lapu City.
French fries originated from the western countries which are classified as finger
food. It is typically deep-fried potato slices seasoned with various flavours and often
served at cafes and restaurants which the Filipinos also came to love as it is easy to
prepare and tasty. Another finger food known to the Filipino mass is the tempura, which
originated from Japan. It is seafood covered on batter and deep fried; influenced by
people because of being colonized once in the past and tempura makes a great snack
especially during breaks. Lastly, unripe mangoes are very popular especially to kids and
teens who crave sour food. This is much known to Filipino people as there are many
mango trees growing around the neighbourhood, pairing it with shrimp paste or the
usual plain salt makes it an enjoying fruit to eat as well. Due to its abundance as a
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street food, many people have become familiar to it that it does not plant hesitation on
one's mind.
three (3) weeks due to alignment with the customer’s demands and efficient and
effective marketing.
1. Market Size
The market size consists of all elementary students, junior high school
students, senior high school students, teachers, and even parents. It makes up
197 of elementary students, 146 junior high school students, 298 senior high
school students, teachers and parents. The market size is approximately 641
people.
2. Market Trends
The students, aged 6-18 years old, often seek food items which satisfy
their cravings and street food specifically finger foods being one. Marketing
Maestros offer them the well-known street food in the country at a budget-friendly
B. MARKET PROFILE
already. It doesn’t need further introduction to the customers. As for the Science
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and Technology Education Center, according to the survey they have tried the
a low price. Consumers that can benefit from our product are more likely to be:
Junior and Senior High School Students and teachers are the target customers
The age range of the customers is 6 years old and above because they
The business caters both sexes, male and female, to benefit from the product
Students who look for food to satisfy their cravings can avail the products.
same line of industry. An example competitor is the cup craze offering fries and drinks
for a price of one, and fries and tempura from the Junior High School canteen.
C. ENVIRONMENTAL ANALYSIS
1. Opportunities
Filipinos. It is not hard to market as the people are already familiar with the product
and its taste. Its price is also cheap and reasonable, affordable by a student. The
items are also cooked and served overtly and the packaging is environment friendly.
2. Threats
There are many competitors offering food items resulting to variety of choices in
the market. The competitors include the store offering cheese stick, dynamite, black
stores or canteens which have been in the market for several years already. The
place is also a threat as it is not accessible to all the market and vulnerable to
different weather conditions. The variety of flavors offered in the fries and sauce in
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the tempura if not addressed can also pose threat to the business because it has to
A. Competitive positioning
consumer’s mind when purchasing. This can be evaluated through the following
objectives.
Target Market
5 100 54 46 46%
61% 5.97%
The Table 2 shows the breakdown of the daily sales, expenses, and profit
generated by the Marketing Maestros for the span of 12 days. The start-up
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capital upon opening the business cost for Php540 and the profit generated at
the end is worth Php3, 226, which shows an increase of 5.97% of the capital.
The total cost of expenses in the operation of the business is Php5, 127, which is
61% of the total amount of sales generated that is worth Php8, 353. This implies
that though the profit is enormous, the amount allocated for the expenses is quite
big and it can possibly affect the performance of the business if not controlled.
Day 9 shows decrease of the profit because the expense is higher than the sales
for the reason that the supposed expense for the following days is accumulated
on the same day. The sales volume varies every day, depending on the length of
MARKET TREND
100
90
80
70
60
50
40 PERCENTAGE
30
20
10
0
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day 8 Day 9 Day Day Day
10 11 12
Marketing Maestro. The daily profit is accumulated by deducting the daily sales to the
daily profit. To get its part of the percentage the daily profit is divided by the daily sales.
12
This represents the profit gain increase consistently excluding Day 9 because of the
existing factor. This means that the demand of the market is high and consistent.
The nature of the business is partnership therefore, all the expenses, sales and
Product
Strength
Weaknesses
Price
Strengths
Weaknesses
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Place
Strength
c. Some businesses are more mobile, they sell their product around the campus
Weaknesses
Promotion
Strengths
d. They have more creative and attractive digital and printed poster.
Weaknesses
A. Company profile
Amodia, Crystal Mary Cacho and Kyle Ianne Machitar. These partners equally
Strengths
Weaknesses
The business has a few identified competitors as threats. Most of the competitors
are close substitutes but two of them offer the same products as Maestros. Cup craze
and the stall from the Junior High School canteen offer fries at similar price as
maestros. However, their selling strategy is alternated so the Maestros can take
advantage of the days where the items are not available in their stalls. The maestros
also offer fast service as much as possible to satisfy the customers. additionally, the
perceptual sector.
Segment needs: The product will cater to both physiological needs (cravings and
nutritional value) and social needs (sense of fun and belongingness to a consumer peer
group)
Segment trends: The current trends include avoiding junk foods and promoting
convenience. It is also a current trend to eat finger food or to-go’s as people are getting
busy every moment. It has also been a part of the Filipinos to eat street food as snacks
Concentrated marketing
Segment 1
Company Segment 2
Segment 3
range of customers. The strategy needs identifying the target market that is likely to
patronize the products and developing a marketing plan that is unique to that group of
resources as it does not rely on creation and use of mass marketing, production, or
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products also vary in terms of prices in order to cater to all allowance brackets.
junior high, senior high students, and teachers. This is best illustrated by the model
below.
Elementary students
Teachers
Science and Technology Education Center (STEC) is known for having students
who diligently comply with the heavy workloads required by the school. Student’s
schedule is always tight that cause them to be under stress and tend to skip meals. To
replenish their energy, students sought to eating food with convenience. Aside from the
students, the target market also includes the teachers and parents. Thus, Marketing
Maestros delve to meet these objectives by providing products that suits their budget at
affordable prices. The business serves the so-called Filipino food-snacks to become an
instant hit to the target market and to ensure profitability. The business also aims to
enhance customer satisfaction by serving quality and fresh snacks, building customer
Alongside with the business, Marketing Maestros have faced issues upon
a. Lack of equipment
Marketing Maestros aims to deliver the best snacks at an affordable price in the
market that at the same time can accumulate Php500 each day as the target sale. If the
target is not meet, the business will sell it room to room to make it more accessible for
the consumers. The business also aims to be at its very best in customer service, to
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always provide the best quality product, to be known in the market and to maintain the
parents) budget.
The dominant target market for Marketing Maestros is the students. Serving the
prominent Filipino food-snacks at a low price is the weapon to entice the target market.
To raise the profitability of the product, the business ensures great customer
relationship by taking into account their preference and having a quick conversation with
them.
increase brand awareness and it is one of the indicator about the profitability of
the business. The stall is situated between the two classrooms, a location where
most students will have to pass through to go to the nearby canteen which
b. Ease of access – other than the food stall, the business also do deliveries to the
faculty and to every school department (senior high, junior high and the
elementary).
c. Advertising – the product was advertised through social media sites such as
Facebook and Instagram. An attractive digital poster will help entice customer
and build brand awareness. Advertisement was also done through physical
d. Promotional offers – the customers can have their own preference on what
condiments are added to their fries that is being served in a cup for convenience;
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what flavours are added to their manggang hilaw and also; customers can have
maintaining the quality of the product and loyalty of the customers in a highly
competitive market. The tempura is directly bought from the factory while the
manggang hilaw is bought fresh in the market and the French fries are stored
frozen to preserve.
f. Word of mouth – the business also do the word of mouth advertisement which is
CONTROLS
A. Customer Feedback
Customers have feedbacks on the sweet and sour sauce for the tempura. Some
of the customers want the sauce to be stickier and some wants the sauce to be less
sour. This was due to the followed recipe for the sauce; the business aims to have
consistency of the quality of the sauce. However, most of the target market said that the
sauce was really good. Some requested to have a spicy version of the sauce but unable
to apply the request of the customers due to the expensive price of the chili.
There was also feedbacks about the servings of the French-fries which is
deemed to be less when compared to its price. However, the business thoroughly
reason out that the fries is actually served in a set gram and that the Marketing
Maestros fries is cheaper compared to other stores who sell the same product.
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Regarding the manggang hilaw, there was no much feedback received other
than how delicious the food is and the customers insistence to add more of the shrimp-
The business’s target sale for each day is a minimum of Php400. Based from the
sales trend, the business was able to achieve the set target sale.
C. Budgeting
The daily expenses are around Php200. To fit the budget, the raw goods are
purchased in advance for the following days. Some materials like barbeque sticks,
paper trays, plastic bags and paper cups are bought in a low price to fit in the allocated
In every day’s operation the expected sales that must be returned is 50%. In
result, the Return on Investment (ROI) was achieved during the 4th day of the operation
A. Product Strategy
For the first week of the operation, Marketing Maestros serves the people most
favoured food-snack, the French fries and the Manggang hilaw. The food selection is
based on the marketing research the business has conducted prior to the actual selling
and presentation of the product. The French fries are deep fried and each serving
weighs 50grams. It also comes with two different condiments as toppings to add flavour
which is the tomato ketchup and cheese syrup. To preserve its freshness the fries is
contains iron phosphorous, calcium, magnesium and zinc that help build and maintain
bone structure and strength. In general it has fiber, vitamins, minerals and
phytochemicals that can help ward off disease and benefit human health. The
Manggang hilaw is freshly bought from the market and these should not be stocked for
Aside from that, the business also serves Maggang hilaw which are freshly
peeled green mango fruit and then cut into equal sizes. Each serving were topped
depending on the customer preference, the toppings were regular rock salt, spicy salt
and shrimp paste. Manggang hilaw has health benefits such as it helps digestion,
boosts immunity, promotes eye health, lowers cholesterol clears skin and aids weight
loss. Manggang hilaw is also rich in Vitamin A, C and K. To further increase the sales,
the business decides to engage in the market by offering tempura on the second week
of the operation. Tempura is deemed to be the most popular street food in which it is
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fried and dipped with sweet and sour sauce. It also has nutritional values such as
omega-3 which is good for the brain activity and protein for muscle strength. Every
servings for tempura is fresh because it is directly bought from the factory.
All of them are sold in a low price to ensure income. For the convenience of the
customers, the business is also visiting room to room to sell the snacks especially to
2. Packaging
French fries is served in a paper cup with a cute design enough for the 50 grams;
Manggang hilaw is placed in a plastic bag to make it convenient for the customers;
Lastly, the Tempura is served in a stick if it is sold for Php10, on the other hand if it is
B. Pricing Strategy
a. Consumer Demand
demand. The research includes their food preference and their daily allowance
with the portion of their preferred snack budget. This concludes the consumer
demand of the market and became the basis of the business offered product and
prices. The prices of the snack are also compared to the competitor’s prices.
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As the products were introduced, the maestros learned the advantage of altering
the serving size in the succeeding days. In which, the servings is downsized and
upsized in the following days due to unseen circumstances in the early stage. It is also
c. Potential substitutes
The competitor’s stalls offering food items became the possible substitutes of the
In addition, the price for every 50 gram serving for French fries is worth Php15. The
serving for every piece of manggang hilaw is worth Php5 and the tempura is worth
C. Distribution Strategy
Direct Channel
Producer Customer
the business directly sells their product to the customer. Since the business prepare the
snack upon the purchase of the customer, the preparation may take time however, the
customers during class breaks. The sellers also deliver the product personally and sell
Digital Poster
The product was advertised through social media sites such as Facebook and
Instagram. An attractive digital poster will help entice customer and build brand
awareness.
Physical Poster
The business also provides physical poster placed in the stall for customers to be
Preference
The customers can choose their own toppings for the French fries, different
toppings for the Manggang hilaw and own preference of frying for the tempura (half-
3,500,000
3,000,000
2,500,000
2,000,000 SALES
EXPENSE
1,500,000
PROFIT
1,000,000
500,000
0
2019 2020 2021
The expected sales for a month in 2018 is worth Php12, 000 and the expected
expense is worth Php5, 000 with a profit worth of Php7,000. In the year 2019, the
expected sales will 11.94% which is two times higher than the prior year which is
5.97%. In 2020, the expected sales and profit would be 20% from that of the previous
ACTION PLAN
Accomplished
product
and Instragram
physical poster
materials
French fries
french fries
mango
materials
Sharlemagne Sharlemagne
materials
Tempura
Tempura
French fries
fries Sharlemagne
ingredients Sharlemagn
Accomplished
Sharlemagne
Twitter)
poster
Sharlemagne
Sharlemagne
product
materials
French fries
french fries
Tempura
Tempura
mango
Buying of the Kyle Crystal and Crystal and Kyle Crystal and
BUDGET
The business allotted Php540 for the capital. This amount was used during the
product presentation and actual selling of the product. For each succeeding days, the
Capital 540.00
FRIES:
MANGO:
Shrimp-paste 20.00
Salt 5.00
TEMPURA:
Others:
Oil 46.00
35
C. Income Statement
MARKETING MAESTRO
Sold)
Operation
37
XI. APPENDICES
DOCUMENTATION
Production Selling
39
Result from the Survey
Marketing Maestros
Project Proposal
Submitted by:
Table of Contents
I. Objectives……………………………………………………………….3
Research Design………………………………………………………………………….4
Research Environment………………………………………………………………..4
Research Participants………………………………………………………………….5
Research Instruments…………………………………………………………………5
IV. Conclusion………………………………………………………………11
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I. OBJECTIVES
d. What is the most preferred price for the snacks, fruits, drinks, and
viand?
implemented?
44
II. METHODOLOGY
Research Design
Research Environment
Research Participants
The population of this study consist of two hundred fifty three (253)
participants and is composed of: one hundred thirty five (135) senior high
school students of Grade 11 and 12; seventy-five (75) junior high school
Research Instrument
utilized in this study is the survey questionnaire with 3 parts: (1) Profile, (2)
price. The third part, food and drinks, is answered by ranking the choices
according to their preferences. Top three preferences for the snacks, fruits
and drinks will be selected and top 5 preferences for the viand will be
selected.
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Research Procedure
Gathering of Data
Profile, (2) Price preference, (3) Food and drinks preferences: (i) Snacks, (ii)
Drinks, (iii) Fruits, (iv) Viand. The preferred food and drinks will be
Data Treatment
Simple percentage and table that will show which item is most preferred or
most frequent.
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III.TABLES
(29.65%) are junior high school students, 135 customers (53.36%) are
senior high school students and 9 customers (3.56%) are senior high school
teachers.
Php 21-Php 30; 79 students (32.38%) is in the range between Php 31-
Php 50; 35 students (14.34%) is in the range between Php 51- Php 80;
students (3.28%) is in the range between Php 101 and above. Moreover
indicated.
snacks: French fries ranks 1st (173), followed by tempura which ranks 2nd
(172), hotdog (with bun/stick) ranks 3rd (133), 4th rank is the sweet
kernel corn (124) and munchkin ranks 5th (106). In terms of fruits:
manggang hilaw ranks 1st (196), pineapple ranks 2nd (158), papaya
ranks 3rd (137), guava ranks 4th (126) and singkamas ranks 5th (69). In
terms of drinks: iced tea ranks 1st (137), shake ranks 2nd (118), milo
(hot/cold) ranks 3rd (112), calamansi ranks 4th (100), gulaman ranks 5th
(88), buko ranks 6th (87) and coffee (hot/cold) ranks 7th. In terms of
viand preference: nilat-an ranks 1st (196), fried chicken ranks 2nd (153),
pork adobo ranks 3rd (107), bam-i ranks 4th (104), chopsuey ranks 5th
50
(97), mongo ranks 6th (92), tocino ranks 7th (87), tinola ranks 8th (73),
ham ranks 9th (75), bihon ranks 10th (68), humba ranks 11th (63), baguio
beans ranks 12th (63), longganisa ranks 13th (53) and both haling-halang
preferred price.
IV. Conclusion
The market’s most prominent budget range from Php 31-50. On the
other hand, the most preferred snack is the French Fries (10-15), from the
fruits is the Manggang Hilaw (3-5), from the drinks is the Iced Tea (5-10),
and from the viand is Nilat-ang Baboy (10-15). We therefore infer from the
results that this items can be profitable and in demand based on the