A.

Category Attractiveness Analysis

1. Aggregate Market Factors
1.1 Category size

Lemon Square Company has variety of healthy snack products that is delicious
yet inexpensive baked-shop quality bread, cakes and pastries. According to Nielsen
Retail Sales 2014, a survey was conducted in the Philippines which has a result saying
that 74% of the Filipinos love bread and pastries as their snack.

1.2 Category growth

Over the last eight years, double-digit growth has always been the target of
Lemon Square Company. And in the next five years, that will still be the target by
focusing more on Visayas and Mindanao part of the country to achieve the goal which is
to be the best and top 1 baked cake maker, in addition to that is the Filipino community
outside the country is also large. Healthy and affordable snack for school, home, picnic
and even parties.

1.3 Stage in the product life cycle

Back in 1985, Lemon Square had its modest beginnings by offering local
communities a small selection of homemade-style baked goods. Over the years, its
growing popularity & consumer base turned Lemon Square into one of the largest
producers of quality baked products in the Philippines, offering the largest & most
diverse product line to a mass market of millions. As a 100% Filipino-owned company,
Lemon Square attained its position by understanding the tastes of its consumers. From
the very start, Lemon Square’s vision of providing people with delicious yet inexpensive
bakeshop-quality bread, cakes and pastries in the convenience of their favorite
supermarkets and stores has been the foundation of its success. As the company
grows, the company is already on its maturity stage. As per owner, though company is
already known all over the country, they also wanted to be the top maker of baked
cakes in the country. They are now focusing more on Visayas and Mindanao part of the
country. They are also targeting Filipinos outside the country and will introduce the
product as “pasalubong” for our Filipino community all over the world.
 1.4 Seasonality

The product had been introduced as school snack as it is healthy and tasty and
also the reason why product is available always. But the demand of the product that
was recorded when it usually at peak is every start of the school year. They are now
introducing the product as a “pasalubong” so that even every vacation of the students,
Lemon Square Cheesecake can also be an option that will come to the customer’s
mind.

1.5 Profits

As per Statisca.com revenue in the Snack Food segment amounts to US$367m

in 2019 and an algorithm-based calculation was done whereas market is expected to
grow annually by 4.2% (CAGR 2019-2023).

2. Category factors
2.1 Threat of new entrants/exists

The increasing demand for halal-certified products in the international market

poses a huge opportunity for the ASEAN community. While the neighboring ASEAN
member states undertake efforts to promote and develop their halal industries, the
Philippines likewise takes advantage of this advancement by carrying on development
programs for the industry through the Department of Trade and Industry (DTI). The
Philippine Export Development Plan (PEDP) identifies halal food exports as one of the
growth areas that could trigger a 30 percent increase in the export figures for food by
2016. So Lemon Square also took that advantage and registered it and became
certified HALAL products. With its certification Lemon Square can be easily distributed
to ASEAN countries and around the world.

2.2 Bargaining power of buyers

Lemon Square Cheese Cake has high bargaining power of buyers meaning this
is unattractive to the product. It is because the product has a lot of competitor. Company
should be very sensitive in pricing since features of product can also be found to other
substitutes and other alternative cupcakes are available in the market. Products are
also distributed to groceries, supermarkets, convenience stores, and sari-sari stores,
where priced are already printed and declared during purchases giving customers no
other way to bargain.

2.3 Bargaining power of suppliers

Raw ingredients of the product can be found easily and is available on different
place inside the country. Bargaining power of suppliers is attractive to the product for
they cannot just predict price since other alternative suppliers is available anytime,
ingredients can either import or buy locally. And because manufacturers buy in volume,
their bargaining power increases as their order, too, increases, getting a much lower
price.

2.4 Pressure from substitutes

Lemon Square Cheese Cake was introduced as snack for kids to their schools.
Though cheese cake is the usual snack that moms prefer as it is tasty at the same time
healthy, a lot of alternative snack is available in the market and competition is very tight
due to new technologies. For this product under this category, analyzation was found
out to be unattractive. Company should be very competitive and aware of those new
features that might make them undifferentiated.

2.5 Category capacity

Since this product and ingredients were perishable, company was able to control
all product that were produced and stocked. Product is also available on all stores like
grocery, supermarket and sari-sari stores.

2.6 Current category rivalry

Leading competitors were Rebisco Company with its Cupp Keyk Cheesy Melt
and Monde Mamon of Nissin since these the biggest company that has the same
category as Lemon Square that is known for kids snack at school and at home, also for
picnic and kids’ parties.

3. Environmental
3.1 Technological
 Due to the increase of competitors, technological change was seen through the
cutting-edge research and development departments created by these companies to
create innovative products to serve the Filipino consumers better. More variations are
now present to distinctly stand out from competition.

3.2 Government

Due to the rising cost of raw materials such as flour and sugar, packaging
materials, fuel, and electricity costs, Big “E” finds it challenging to reach its targets since
Lemon square highly depend on volume to be able to generate good profit. And there
are no current legislations that help brings down the prices of these basic commodities

3.3 Economic

There is an issue that the growing consumer spending for transportation and
communications attributed mainly to spending on cell phone cards which are eating into
the consumer’s limited disposable income. However, Big E sees the country’s economic
difficulties could be an opportunity for growth as more consumers turn to packaged
bread, cupcakes and cookies as alternative “merienda” meals.

3.4 Social

The package food industry, specifically cupcake, is now being seen as an

alternative for “merienda” and viewed as a healthy source and substitute for fatty foods.
People who are into the ‘alternative’ lifestyle and who seeks a good low-in-calorie
snacks are the social group that the biscuit industry is serving.

B. Competitor Analysis
1. Company Background

Lemon Square Cheese Cake

Lemon Square's owner Dulce had always dreamed of producing the best-tasting
and the highest-quality cupcakes in the Philippines, and to make these available to
millions of Filipinos at a very reasonable price. She had worked on the vision for Lemon
Square in her college thesis in 1980. Lemon Square had its humble beginnings in 1985
when it started to offer local communities a small selection of homemade-style baked
goods. Then newly-married Dulce began baking cakes to sell to her friends. Word-of-
mouth soon became the primary driving force for her cakes as demand went through
the roof. She and her husband Errol soon had to buy more cake-making machines, hire
more people, increase production and enhance its variety to keep up with demand and
to cater to the preferences of the market. In 1991, Lemon Square had to build a larger
building to accommodate its booming operation. In 1995, Lemon Square had to
thoroughly modernize its operations to keep up with the times. It did so by acquiring a
state-of-the-art baking system that enhanced its production and efficiency. Lemon
Square also adopted the latest packaging techniques used by bakers the world over.
Dulce's passion for sharing freshly-baked, high-quality goodies to her countrymen led
her to embark on another project, Frostings Cupcakes. These retail stores offer the
best-tasting cupcakes made and prepared using the same high-quality standards
employed by Lemon Square. Headed by Dulce's son Ernest, Frostings Cupcakes are
found in major malls and department stores. From its modest beginnings, Lemon
Square has steadily grown in popularity and has expanded its customer base. This is
due largely to its understanding of the tastes and preferences of its consumers. Lemon
Square is now one of the largest producers of quality baked goods in the Philippines,
offering the largest and most diverse.

Rebisco Cupp Keyk

The humble ventures of REBISCO began in a neighborhood bakeshop in old San

Juan, Metro Manila in 1963. Starting out as England Biscuit Factory, the bakeshop was
backed up by an English-type rotary oven which was considered top-of-the-line then.
The production of flagship brands Crema (the first cream sandwich) and Sodatine (plain
crackers) marked England Biscuit Factory's entry into the market. The company grew
steadily and moved to Novaliches, Quezon City to operate in a more spacious factory.
In 1972, it acquired a new image and name, becoming the REBISCO that we know
today. Rebisco Cupp Keyk was under Rebisco’s subsidiary Suncrest Foods Inc.

Mamon Monde Nissin

 Monde Nissin Corporation (MNC) has been incorporated in 1979 and has
continuously provided Filipino consumers high quality products and has been a
consistent top biscuit player in the market. Fir more two decades, MNC has steadily and
aggressively risen to the Philippines leading food manufacturer and is carving its niche
as one of most competitive players in global industry. From its first biscuit, MNC has
evolved into a premier food firm.

2. Founder

Lemon Square Cheese Cake

 Mr. Errol Vergel De Dios and Mrs. Nina Vergel De Dios.

Rebisco Cupp Keyk

 It was founded in 1963 by Jacinto Ng.

Mamon Monde Nissin

 It was founded by a Filipina business woman named Betty Ang.

3. Management Team

Lemon Square Cheese Cake

Name Title
Ej Vergel de Dios Marketing Manager
Ging Gozar Marketing Director
Rina Lozada Brand Managers
Hyacinth Leang Assistant Brand Manager
Tony Sarmiento Chief Creative Officer
Marion Esquillo Creative Director
Janlo Cui Business Director
Account Director Paulo Parel
Jan Parma Producer

Rebisco Cupp Keyk

 Name Title
Nathan Benedict Ortega Brand Manager
Katherine Simundo Vice President
Jonathan Ng President

Mamon Monde Nissin

Name Title
Chester Cajucom - Uy Marketing Director
Elry Ney Suzara Brand Manager
Rufino Tiam – Lee Vice President
Henry Soesanto President

4. Mission/Vision

Lemon Square Cheese Cake

Mission
 To provide delicious and nutritious food for the Filipino
Vision
 To create tasty, convenient, healthy and thoroughly enjoyable food
products from the bounty of nature’s goodness.

Rebisco Cupp Keyk

Mission

 Explore and enter new markets to build and intensify our business.
Innovate our products and services to meet the dynamic needs of
consumers. Ensure availability of our products in all channels of
distribution. Develop our capability in people, systems and productive
work environment. Constantly seek improvement and upgrade facilities to
achieve international standards of quality and cost-effectiveness. Provide
support in the communities where we operate to contribute and be part of
Nation Building.

Vision
  To be a well-loved food company, built on family values, that provides
delightful meals for everyone, while leaving a positive impact on our
community.

Mamon Monde Nissin

Mission

 We are an organization of happy and creative people striving for

excellence and committed to uplift the lives of all whom we serve

Vision

 We are a food company most admired for its agility and innovation.

5. Competing Product Features

Product Features Lemon Square Monde Special Rebisco Cupp

Cheese Cake Mamon Classic Keyk
Calories 110 150 130
Total Fat 3g 5g 7
Saturated 0g 3g 5
Polyunsaturated 0g 0g 0
Monounsaturated 0g 0g 0
Trans 0g 0g 0
Sodium 12 mg 130 mg 130 mg
Potassium 0 mg 0 mg 0
Total Carbs 17g 22 g 15g
Dietary Fiber 0g 1g 0
Sugars 0g 12 g 9g
Protein 3g 4g 0
Vitamin A 0% 6% 0
Vitamin C 0% 0% 0
Calcium 7% 0% 4%
Iron 5% 2% 6%

Lemon Square CheeseCake

 6. Objectives

Lemon Square Cheese Cake

 To produced honest-to-goodness flavor, we use to top-of-the-line

technology combined with the warmth and taste of home-style baking.
 To find satisfaction in bringing real goodness to every product we make.
Using only fresh ingredients, our baked treats satisfy even the most
discriminating taste buds.

Rebisco Cupp Keyk

 To combine the health benefits of the diverse kinds of fruits with the

stable snack of today’s generation.

 To present innovative flavors of cupcake that will capture the attention of

all types of consumers.
 To supply those who are in a hurry a healthy yet filling snack for them.

Mamon Monde Nissin

 To identify and to analyze the position of Monde Nissin Corporation in the

biscuit and cookie industry in the Philippines for the year 2003, 2004 and
2005
 To propose courses of actions and to evaluate which among it can yield
the highest market share for Monde Nissin Corporation for the year 2005

7. Target Market

Lemon Square Cheesecake

 – 50 years’ old
 Social classes AB, C, D & E, from kids to teens to elders (regardless of
marital status)
  Varies from working professionals to full time mothers
 Health-conscious people.
 To kids who wants to enjoy eating conveniently together with their friends
and loved ones.

Rebisco Cupp Keyk

 Social classes from ABCD and E

 People who have standard income
 The product is fitting for all ages
 Students principally, those children in their early schooling age.

Mamon Monde Nissin

 Social classes from ABCDE

 People who are budget conscious
 People who chooses value for money versus high quality
8. Positioning

Lemon Square Cheesecake

Lemon Square aims to produce the best-tasting and the highest-quality cupcakes
in the Philippines, and to make these available to millions of Filipinos at a very
reasonable price.

Rebisco Cupp Keyk

The biscuit that the business will produce provides the health benefits of fruits.
As it provides nearly all of the vitamins and minerals required for good health, most of
them contain complex carbohydrates which provide energy. They also contain no
cholesterol, have little or no fat, and are low in calories. The fruit biscuit product of
Rebisco ensures that their consumers will get proper nutrition from its ingredients.
Delicious and very affordable, you get more than your money’s worth with Rebisco
Cupp Keyk. As a quick fix for meals, these are satisfying but still light on your waist line.
Its calorie content is just enough to keep their energy up but is not too much to be
fattening.

Mamon Monde Nissin

It is the very first premium-quality baked sponge cake in the Philippines that is
made from real eggs and imported wheat flour and milk, the Mamon is fluffy, moist and
light, with just the right amount of sweetness to make it the ideal everyday snack or treat
and have different flavors of fillings to choose from. “Filipinos have naturally
compassionate hearts, or pusong-mamon” is what it is symbolizes.

9. Marketing Mix

Lemon Square CheeseCake

Product

Lemon Square Assorted Cupcakes pack is a mouth-watering selection of some

our well-loved snack cakes. It contains 1 piece each of our signature Brownies,
Cheesecake and Cream Caramel snack cakes, and 1 piece each of our tasty Pandan,
Ube, Mocha and Buttermilk snack cakes.

Price

 1 pack (10pcs x 30g) Php 50.80

 Per price Php 5.00

Placement

 Convenient Store
 Grocery Store
  Supermarket
 Sari-sari stores
 Intensive Distribution

Promotion

 TV and Radio Advertisements

 Print Ads (Tarpaulins, Bulletins and Magazines)
 Social Media
 Sales Promotion
Rebisco Cupp Keyk

Product

 Cupcakes with toppings or mixed-in ingredients made with the finest baking
expertise that offers a wide selection of delectable and mouthwatering cupcakes
and was in metallized foil packaging to ensure sealed-in freshness for pantry
stocking and "pasalubong".

Price

 Price for piece ranges from Php 6.00 to 8.00

 Price per pack (10 pieces) ranges from Php 62.00 to 65.00

Placement

 Convenient Store
 Grocery Store
 Supermarket
 Sari-sari stores
 Intensive Distribution
Promotion

 TV and Radio Advertisements

 Print Ads like tarpaulin that were given mostly on sari-sari stores and convenient
stores.
 Social Media Ads mostly on Facebook, Messenger, Google sites and Rebisco’s
official website for availing promo mostly every holidays.
 Sales Promotion on Supermarkets for bulk orders

Mamon Monde Nissin

Product

 Monde’s commercially-made and prepackaged version feels like a tightly

compressed sponge cake with a tight, packed crumb which oddly feels like
a kitchen sponge against the tongue. Inside it has fillings that is available in
different flavors to choose from.

Price

 1 pack of 12 pcs is Php185.00.

 Price per piece ranges from Php 15.00 to 18.00

Placement

 Convenient Store
 Grocery Store
 Supermarket
 Sari-sari stores
Promotion
  Commercials on radio and TV that focuses on giving Monde Special Mamon
Classis as a treat for Filipinos that is tough that resulted in many years of hard-
working and sacrifice for the people we love. This could also be a filipino
traditions like the “pagsalubong” more valuable and an ideal for everyday snack.
 Freebies and discount at supermarkets and grocery stores for bulk orders.
 Tarpaulin and billboards for new variety of Monde Special Mamon classic.

2. Differential Advantage/ resource analysis

Ability to conceive and design new products

Lemon Square Cheese Cake

 Lemon Square is the only shop who offer premium high quality cheesecake

products in the Philippines added some flavours that match the taste and

budgets of the Filipinos

 Lemon Square offer sweets and foods that cater the diabetics and dieters

 Lemon Square offers dessert made with sweetened soft Cheese mixed with

cream and eggs on a cracker-crumb or pastry base with added ingredients for

health conscious people

Rebisco Cupp Keyk

 Rebisco Cupp Keyk is oven-fresh and delectable cupcakes with toppings /

mixed-in ingredients made with the finest baking expertise in 6 great-tasting
flavors.

 First cupcake brand to offer a Filipino-based flavor and was the first to come out
in metallized foil pack to ensure sealed-in freshness.

Mamon Monde Nissin

 Monde baked goods are expertly prepared and packaged to seal in its delicious-

tasting and freshly-baked goodness.

 Monde is made with real eggs and fresh ingredient.

Ability to product/ manufacture or deliver the service

Lemon Square Cheese Cake

 To produced honest-to-goodness flavor, we use to top-of-the-line technology

combined with the warmth and taste of home-style baking.

 To find satisfaction in bringing real goodness to every product we make. Using

only fresh ingredients, our baked treats satisfy even the most discriminating taste
buds.

Rebisco Cupp Keyk

 Rebisco is now targeting our Filipino community all over the world so
International Business Group (IBG) is in partnership with its distributors to reach
customers around the world while securing all products in safe and well
organized packages.

 Through the IBG, overseas trade partners can avail of Rebisco’s one-stop-shop
service.

Mamon Monde Nissin

 Their team ensures that quality product will be delivered to the consumers to the
right location on time through the utilization of top-the-line system and
procedures in warehousing, transporting and monitoring of flow of goods.

Ability to market

Lemon Square Cheese Cake

 Advertise the product through TV commercials, Radio Broadcasting

 The outlets being served are wholesale, distributors, sub-distributors,

supermarkets, convenience stores, and groceries.

 Big “E” food corp. rarely uses prints and billboards to communicate others
products to consumers

Rebisco Cupp Keyk

 They localize their portfolio and promotions based on the unique consumer
needs per country.
  They are constantly seeking improvement and upgrading abilities to achieve
international market through their manufacturing facility, complete with a sales
and marketing force on each country all over the world.

 They mainly enter new markets through participation in international trade

missions and food exhibits for media exposure.

Mamon Monde Nissin

 Their team is committed to creating and bringing brand/ building initiatives to life.

 Brand champion team up with internal and external partners to ensure creative
implementation and successful execution of a brand or idea.

 They find ways to strengthen and make each product within the portfolio relatable
to the consumers through incentives market research, strategic brand
management and effective communication.

Ability to finance

Lemon Square Cheese Cake

 Offering the largest and most diverse product line to the Filipino mass market.

 Having efficient sales force that ensures nationwide distribution

Rebisco Cupp Keyk

 They are ensuring that complete team for manufacturing, slaes and marketing
force is enough for operations, as a proof, total operations in Vietnam have
steadily doubled its sales in the past five years.

Mamon Monde Nissin

 The finance team creates value by being involve in every aspect of the business
as they monitor progress and project development to ensure exceptional
business performances.

Ability to manage

Lemon Square Cheese Cake

 Having a strong brand name

 Ability to charge higher prices for their products because consumers place
additional value in the brand
Rebisco Cupp Keyk

 Rebisco brand is the pioneering manufacturer of ready-made cake and first did to
sealed products on metallized foil pack which made their name so popular as of
today not just to customer but to other distributors that wants to make partnership
with them.

 As customers grow big, so is the company and the team. They are ensuring that
every step will be effective and efficient.

Mamon Monde Nissin

 They manage computer systems and networks to provide up-to-date information

needed for smooth and efficient operations that aids in decision making.

Current Strategy

Lemon Square Cheese Cake

 To develop marketing-leading brand across all our chosen food categories for
new market around the world

Rebisco Cupp Keyk

 To create programs that would address poverty by first targeting the basic social
unit. Providing delectable, delicious and healthy snack that can also be a
“pasalubong” to our families because of its affordable price yet classy packages
and value customers have from its brand name.

Mamon Monde Nissin

 To increase availability to international market

 To Form alliances to companies that can complement the Monde products

Prediction of future strategies

Lemon Square Cheese Cake

 Lemon Square will take the advantage and registered it and became certified
HALAL products that can be easily distributed to ASEAN countries and around
the world.

Rebisco Cupp Keyk

  To market all customer all over the world, by having the great team and the best
distributors, Rebisco cupcakes will still be a student snack for school and picnic.
To target elder, it will be introduced as a “pasalubong” to our loved ones. It will
also have more flavors for what customer prefers in each country.

Mamon Monde Nissin

 To Form a new specific market segment that is everywhere in the country and
that can people relate to such as: students / employees/taxi or jeepney drivers/
entrepreneurs.
 To Export the products to countries with still zero exposure about the brand.

C. Customer Analysis

The data gathered through an online survey that was conducted on different
types of customer. The survey has a 30 respondents per products that seeks their
willingness to answer the seven questions based on their knowledge and judgement on
the product.

1. Who are the customers

Lemon Square Cheesecake

The customers are 51% of Male and 49% of Female ages 15 years old and
above with the classes of ABCD&E that has a status of the following; single, married,
students and employed and living in both rural and urban areas. Those people are the
health – conscious who tested their chosen product based on its features such as the
price, size, taste, freshness and the vitamins content.

Rebisco Cupp Keyk

Most of the customers are students who like the product for school snacks but
the buyers who really chooses the product before purchasing it are mothers. From
classes of A, B, C, D and E, mothers wanted to choose the best for their family. They
wanted the product which they believe and trust, proven with its taste health benefits
and inexpensive prices with a lot of variety of flavors.

Mamon Monde Nissin

The customers are Male and Female ages 13 years old and above who live in
both rural and urban areas with the classes of ABCD&E. They are student, employed,
single and married. Those people are health - conscious people who preferred a right
amount of sweetness. It has a 12 grams’ sugar that the customers remained their sugar
level on their body.
 2. What do they buy?

Lemon Square Cheesecake

Lemon Square Cheesecake made by fresh ingredients that make the customers
satisfied as well. It has a 3g total fat and low carbs which has a 17g that the customers
can maintain a healthy weight. Among the three competitive Lemon Square
Cheesecake have a highest iron that the baby's needs on their body because of its milk.

Rebisco Cupp Keyk

Rebisco cupp keyk has only 130g of calories which is not that much for a single
meal and also not fatty. Sugar content is either little or no at all. Cupp Keyk has also
different flavors that is very tasty and yet affordable. Aside from its price, though it’s not
that far from competitor’s prices, Rebisco brand that is really known among them when
it comes to snack.

Mamon Monde Nissin

Monde Special Mamon Classic. It also comes in Mocha flavor

3. Where do they buy?

Lemon Square Cheesecake

Among the 30 individuals 38% choose on supermarket and purchase it by pack,

24% are on Grocery stores purchase by pack as well. The 35% are on sari-sari store
and on convenience store is just 3%.

Rebisco Cupp Keyk

Rebisco is well known brand for snack and is always available on all big and
even small retail stores. Most of the customers buy in packs at grocery stores and
supermarkets while sari-sari stores are preferred when it comes to pieces. Most of the
students who chose Rebisco Cupp Keyk are the ones who buys at small retail stores
while mothers are the ones who buys in pack at big retail stores.

Mamon Monde Nissin

 Monde Special Mamon is available nationwide. You can find them in Groceries,
Convenience Store, Sari-sari store, Canteen Store and side walk vendors.

4. When do they buy?

Lemon Square Cheesecake

Based on the data gathered, the consumers mostly purchase lemon square cheesecake
on the supermarket and purchasing it by pack, employees are those purchase the
product once a month which got of 48% and 17% of the employees preferred to
purchase on the same date of their payout which is twice a month. Mothers got 31%
which purchase it once a week. Student got 1% and purchase it daily on sari-sari store.

Rebisco Cupp Keyk

Purchases by packs were in demand every start of school year but for daily
purchases, mostly, they prefer to buy at afternoon since this is in the category under
snack. Another reason is that this can also be a "pasalubong", wherein elder mostly
females and mothers used to buy after their work. Many also choses to buy packs once
a month that is good for their monthly snack same time when their doing groceries for
their necessity at home
Mamon Monde Nissin

They buy during snack time, weekly or monthly grocery time and recess/break
time in school. Mother’s usually bring their kids during grocery time and since children
often see the product in TV commercial they become familiar to the product and
demand to buy it.

5. How do they choose?

Consumers always look the cheaper price but makes them satisfied. Among 57%
choose the product base on the price, 25% of them are the health-conscious people
that choose no sugar content, 10% of them preferred low calories. The 5% of them
choose the Packaging/Physical attributes and the lowest percentage which is 3%
choose the product base on its size.

Lemon Square Cheesecake

Rebisco Cupp Keyk

They always prefer inexpensive snack but delicious and at the same time healthy
with choices of flavors. Rebisco Cupp Keyk comes with a lot of different flavors and
available on every retail store. They make choice on where they know their money will
be worthy to spend and will not make them feel the same way every time their
purchasing it since it has different flavors they can try.

Mamon Monde Nissin

Monde Special Mamon is the newest bread from the Monde Nissin Corporation.
It is sold in a 2pcs. pack or in a 6 pcs. pack. And, it is really the same size with that of
the common mamon being sold in bakeries.

6. Why they prefer a product?

Lemon Square Cheesecake

Consumers preferred lemon square cheesecake because of its pride, and known as
most popular cupcake in the Philippines. Most of them choose the product because as
per them it makes them satisfied on the taste which got of 79%. The 11% choose the
product because of its high quality and 10% of them are the health conscious people.

Rebisco Cupp Keyk

Aside from their trust on the brand since this is the very first company who sells
bread and cake snack and its variety of flavors. We could also consider the influence of
the child star or artist who endorse the product like Baby Baste from “Eat Bulaga” and
some children who appears in some “teleserye” of different channels on TV.

Mamon Monde Nissin

Monde Special Mamon is not like the usual mamon though. It's expiration date is
very long that you can store as much as you want. Plus, it has this yummy goodness
that suits everyone's taste buds. Well, it must be because it is made with real fresh
eggs, and other imported ingredients. It might look so ordinary but, you can say that it is
still exceptional. It has a golden color and a fluffy feel. And when you taste it, you can
say that it is a satisfying bread and not just some airy one.

7. How they respond to a marketing program?

Lemon Square Cheesecake

Based on the data we gathered the consumers responds on their marketing program
through recommending on online, giving them a positive or negative feedbacks that
helps the product improvement. The 65% of them responds through online interaction
for immediate feedback and response and the 35% of them are defends on their beliefs
on the brand.

Rebisco Cupp Keyk

 Commercials is where it could usually be seen. Jingles that is already on viewer’s mind
because of its catchy rhyme words and joyful beat and tone. They don’t really show all
the time on ads from social media sites when it comes to just their product, what they
prefer is to announce the awards and future plan of the company that could attract
distributors and other manufacturer who could be their allies and partners in the future.

Mamon Monde Nissin

TV viewers respond positively especially kids from age 10-16 years old. In
groceries, children point the product whenever cart pass through or took some part and
ask her help.

D. Objectives

Marketing Objectives

1. Volume and profit

The company want to strive the increase of its probability by develop more
products, more satisfactions and loyal customers by nourishing them with good quality.
The company want their workforce to be recognized the commitment and quality
because they believe that these are the essential to success.

Lemon Square Corporation wants to increase their local market share by

entering the “healthy snacks” category. Over the last eight years, Lemon Square
Corporation always targeted the double-digits number and they’re looking forward for
their grow earnings of 20% for the next five years,2023 and increase the size of
operation in other ASEAN Countries. In order to achieve it, they will increase their
promotional and advertising activities by improving all forms of media communication,
particularly in all social media sites to increase the awareness of the customers in the
product or brand.

Time frame

Lemon Square Cheese cake maker is aiming on doubling the digit of its growth
for the next five years and it will be by means of ensuring that Lemon Square is still on
top and improving distribution on provinces. By the next year, we are looking forward on
bringing up the ROI by 20% and increase earnings per share by at least 10%. Since
Lemon Square is also starting to now cater other Asian countries, brand awareness
locally must be met in the next years by 80%.

Secondary objectives (e.g. brand equity, customer, new product

Brand Equity
 Lemon Square Corporation is one of the top Filipino brands that was given the
prestigious Super brands award by the Super brands Asia organization. In order to
remain there on top, they are continuously pursued their passion of baking real
goodness and making these available to millions of Filipinos. They meet the criteria that
included market dominance, customer loyalty, longevity, goodwill and overall market
acceptance. Lemon Square was already established a factory in Malaysia and aiming to
extend the market to other countries that under the ASEAN trade agreement.

Customer

Lemon Square is now one of the largest producers of quality baked goods in the
Philippines offering the largest and most diverse product line to the Filipino mass
market. Since the company just started to expand their market on other Asian countries,
the company is planning to expand their target market on the closest continent such as
the Europeans and Africans countries. LSC will introduce Lemon Square cheesecake
that has a made by fresh ingredients with high quality premium taste that the consumers
look for.

New Product

Lemon Square launched their new product this summer season. The Power
Pops which contains serial goodness in a delicious and chewy taste. It was packed with
vitamins A, C, B2 and folic acid(B9).

Program (marketing mix)

Product

Lemon Square Assorted Cupcakes pack is a mouth-watering selection of some

our well-loved snack cakes. It contains 1 piece each of our signature Brownies,
Cheesecake and Cream Caramel snack cakes, and 1 piece each of our tasty Pandan,
Ube, Mocha and Buttermilk snack cakes.

Recommended Strategies

Product Development

 Size Variation
  New Packaging

Price

E. Product/ Brand Strategy (for the innovation recommended)

Core Strategy

1. Value Proposition

Lemon Square cheesecake was produced honest to goodness flavor. From the
warmth and taste of home-style baking, premium baked products were ready to serve
all the Filipinos all over the world. Fresh ingredients with baker’s personal touch will
satisfy customers and will feel proud of this Filipino made best products. A product that
will fit for health conscious people and those who’s in diet. People who’s always in a
hurry and like to always have snack that is cheap but fill their hungry is perfect for this
product. Calorie it has is half of the calorie of one cup of white rice has, this is also
good for the heart since it only contains a little for fat content. Budget friendly for family
and students who have fix allowance for it can be purchase in pieces and can have a
discount in bulk orders.

2. Product Positioning

For all individuals whose searching for delicious and healthy yet in expensive
snack, Lemon Square Cheesecake is a snack that is Filipino made and high quality with
premium taste. Unlike other bread and cake brands our product is a delightful cupcake
overflowing with real cheesy goodness and will leave satisfaction on Filipinos all over
the world.

F. Supporting Marketing Program (for the innovation recommended)

Integrated Marketing Communication Plan

1. Advertising

TV commercials and Radio are where we could usually see the products of Lemon
Square, but since our generation now is somehow changing, we can recognize those
millennials and even the younger ones that they are spending most of their time on
social media sites compare to TV and even Radio. Advertising in Social Media is way to
cheaper that on TV as well, we could possibly reach more customers on this than the
usual way of promoting it. Facebook, Youtube and even the messaging app Messenger
are where we could flash some ads about the product but we still have some
commercials on TV and it will be lesser. Print ads can still be effective if it will be on the
right place, posters to be given on Sari-sari stores and some grocery stores. Special
stall on Supermarkets to be more attractive and easy to notice.

2. Direct Marketing

Lemon Square wanted to be more connected with their customers. A Filipino

made product that also wants to serve the Filipino nation in prioritize with others. Official
websites of the company are really a big help and relevant to our generation, wherein all
products were featured. But it would more interpersonal if it will be through email,
Emails to be sent to the customers about the product and promotions to be more
interesting in partnership with our online shopping sites. Transactions will not just be
effective but also efficient in delivery and availing promos.

3. Internet Marketing

Most relevant way through the customers’ attention. In addition, with rising
numbers of netizens, effectivity of quick ads could possibly make customers crave on
our product while watching their favorite Social Media artist. Aside from this is we could
also feature the product by the so called vloggers to make an honest review since
deliciousness and uniqueness is guaranteed on all Lemon Square products.

4. Sales Promotion

Aside from getting a discount from purchasing bulk orders, Lemon Square should
also mix their products in one pack, since this a snack for kids. Not just variety on
flavors could have the mothers’ attention in choosing snack at grocery store and
supermarkets but also variety in products of Lemon Square. Two kinds of their bread or
cake snack in one pack. It could be the combination of Lemon Square cheese cake and
their Lava cake, 5 pieces each in one pack that will be available on all retail stores.

Pricing Strategy

One of the effective pricing strategies that may be applied on Lemon Square
Cheesecake is to lower the price of the product, but not that far from primary
competitors’ price. We will still be monitoring and taking care of the profit by lowering
the expenses on other marketing strategies. Like what was recommended on
Advertising strategies, it would be cheaper if TV commercials will be lessening and will
focus more on Internet ads. Since we are on Millennials age wherein everyone has a
social media account, possibility that customers will see are ads has more chance than
watching TV commercials. As per Rappler, Filipinos spent time online daily soared from
9 hours and 29 minutes last year to 10 hours and 2 minutes this year, the highest in the
world. The Philippines also tops the world in terms of internet usage in front of a
desktop or laptop computer, clocking in at 5 hours and 4 minutes daily.

Distribution Strategy

Lemon square (Big E food corporation) prides itself with an efficient sales force
that ensures nationwide distribution. The outlets being served are as follows: wholesale,
distributors, sub-distributors, supermarkets, convenience stores, groceries and even the
Internet. The distributors handle the orders of smaller retailers and sari-sari stores.
Indirect distribution is what the company is currently doing in making sure products will
end on customers’ hands. This could still be improved by ensuring that the distribution
process is cost effective and profit will not be affected by the discounts they will be
giving in some wholesalers. We could possibly eliminate the long process somehow by
involving our online shops. Aside from this indirect process they are currently in, it could
just be between the manufacturer to the wholesaler from online shops and finally to
customers.

Financial Documents

Marketing Budgets

G. Monitors and Controls

Marketing Metrics

1. Customer Engagement

One of our recommendations on Direct Marketing is through email and to be

more attractive, it will have promos or discounts if it will be purchased through our online
shops partners. Customer engagement, not just reaching our audience is an effective
way. Responding to our customers’ feedback would be a help. Surveys of product after
they receive and customers’ opinion about the product together with how it was
delivered will be send directly to Lemon Square company to be reviewed for
improvement and immediate response. If ever not that good comments will be received,
immediate resolution will be addressed to keep the customers’ trust and loyalty. Aside
from our online shops is through YouTube, wherein one question will be flash before
they can watch the video they wanted to watch. It will be just a question to monitor if
Lemon Square is still the first product they prefer when it comes to quality and most
trusted brand for bread and cake snack.

2. Brand Awareness

Since Lemon Square is being honest that for Snack bread manufacturer, they are
still number two. We could increase Brand Awareness develop relationship with
influencers in the industry. Featuring products by the top influencers on YouTube and
also on the TV commercials. As per Richard Pentin, Senior Planner of TMW, we could
also measure it by comparing social media activity to our competitors if ever similar
objectives where shared.

3. Return on Marketing Investment (ROI)

The Return on Marketing Investment measures how much revenue a marketing

campaign is generating compared to the cost of running that campaign. To generate
bigger profit, after ensuring that our customers will chose us through the improvement
and marketing strategies we have applied, we must always make sure that Incremental
sales are greater than campaign investment. Monitoring the differences of this two from
last month to current.