Republic of the Philippines

CAVITE STATE UNIVERSITY

Bacoor City Campus
SHIV, Molino VI, City of Bacoor

DEPARTMENT OF MANAGEMENT STUDIES

BS Business Management Major in Marketing Management

In Partial Fulfillment of the requirements for the

Product and Service Promotions subject
•1st Semester S.Y. 2020-2021•

Table of Contents

1. 1Executive summary

2. 2 situation analysis - market summary - market profile - swot analysis -

competition analysis

3. 3. Product description - physical attributes - design - branding - packaging 4.

Marketing strategy - mission - marketing objectives - financial objectives - target

market

5. Financial aspect - pricing - break even analysis

1. EXECUTIVE SUMMARY
 This marketing plan is about to introduce the new innovative product called
Calamansi Tea Candy. This will be a convenient product which is this product
is affordable, worth it to buy and it will give also a nutritional benefits. The
purpose of this product is to avoid the boring situation of the people who are
busy in their doing. It also gives the consumer to avoid vomited to the flight.
The market is still unserved for this segment and I will be going to introduce it
to the new market trend as well as going to challenge its competitors. This
product will lead in my business step by step in candy market and carry my
business on the top spot. The target market of my product is the adult who are
easy to vomit on the flight, to the people who have health conscious, and
students,childrens and the professionals.

2. SITUATION ANALYSIS

Calamansi Tea candy is a great new product concept to attract people to

try and be in the market. This product has a competitive price. Second, candy
helps you to hype your energy, and last, a unique flavor and it is our very own
product. The weakness is it is not a known flavor and so it will be hard to
break into the market to get customer especially they are accustomed with the
other flavors. Opportunities that we can create a new product and to introduce
it to the market. The threat will be that people who are health conscious is
hard to be our customer, regardless of it this product will someday be on the
top.
People are more health conscious; go for a health alternative such as tea
candy.Calamansi Tea Candy is a sweet candy with a natural calamansi and
tea flavor. It will bring an entirely unique experience to the customer. It will
present an unusual alternative to the traditional calamansi tea. It focuses on
the individuals who need to taste another flavour and for children.

MARKET SUMMARY

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 This part of the product plan explains who the targeted segments are,
their needs and the corresponding benefits that the product will offer.

Targeted Segment Customer Need Corresponding

Feature/Benefit
Young Professionals Having a tea while Made of non-calories
(consumer market) working and on the go sugar
Students Refreshment while For health
(consumer market) cramming consciousness
Children Satisfaction Reduces the amount of
(consumer market) calories intake
Adults Substitute for smoker Lessen the smoking
(consumer market) addiction risk

MARKET PROFILE

The product of Calamansi Tea candy is in the line of candies that are
affordable in price. It also may help our body to lower in cholesterol and it
prevents anemia problems.

SWOT ANALYSIS

Strengths Weaknesses Opportunities Threats

(Internal) (Internal) (External) (External)
- Strong - Competition is - Young - increases in
relationship, growing in the generation price inputs can
cooperation and market looking for more cause upward
discipline within diverse product pricing
the business - Need more range - High
- Unique product investment in the -Even in the competition in
that is currently new technology higher economic market
not available in equipment crisis people are - Changing
the market. willing to buy consumer
- Limited start - Limited startup candies buying behavior
up risk cost - Easy access to
the market

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 COMPETITION

 Fres Mint Candy. Fres is the pioneer of mint candy that deliver
unique fruity mint taste to express your feeling, through emoticon
pack.
 Maxx Candy. It is a menthol-mint flavored taste. Maxx candy
gives menthol taste that makes it refresh when people eat it.
 Mentos. Is an exceptionally fresh chewy mint that comes in a
great variety of exiting mint and fruit flavors. Its unique round
shape combines taste freshness and functionality.
 Milkita. Every flavor contains 10% of calcium helping to build
bones, gluten free further focusing in being the healthiest candy it
can be.
 Halls. Halls mentho lyptus is an interesting combination of
menthol and eucalyptus which offers a unique intense and tingling
coolness

3. PRODUCT DESCRIPTION

It is a refreshing and healthy ingredient for a candy. It is commonly

used to soothe a person from sore throat, flu, cough, and colds. Its
versatility is also perfect for mixing the calamansi with other nutritious
ingredients, such as honey, ginger, or turmeric.

PHYSICAL ATTRIBUTES
This product is nutritional candy that can help our body healthy
and to avoid boring in some situation and vomiting on the flight.

DESIGN
Calamansi Tea Candy is a useful product to the people who are
easily bored and this is a healthy candy to avoid some illness.

BRANDING
The brand name of “Calamansi Tea Candy” shows the business
logo, it tells the ingredients/recipe to produce is made up of pure calamansi
flavor and also the natural tea.
The concept of this logo tells it is healthy candy so that it all level
of consumers can buy it. Adding the natural tea flavor it becomes more
sweetened but no sugar. Exactly to the health-conscious people.

PACKAGING
The packaging of product a sealed green box and plastic inside
the candy
4. MARKETING STRATEGY

MISSION

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 To be known and recognize our business in healthy and delicious candy
in the whole market.

MARKETING OBJECTIVES
 To provide a healthy, delectable product at a competitive
and affordable price
 To have a one branches every year
 To increase our promotional strategies

FINANCIAL OBJECTIVES
 To gain our sales every year by 10%
 Higher returns on invested capital
 Growth in earnings
 To modernize and use state of the art equipment in production
 To introduce a new era in the sweet industry by innovating new
products
 To ensure long term growth and stability
 To ensure customer satisfaction

TARGET MARKETS

The target market of the business will be individuals with a sweet tooth
ages 7 and above specifically elementary, high school and college student,
children, young professionals, the people have health conscious and adults
who’d love to purchase candies.

5. FINANCIAL ASPECTS
Finance aspect of the proposed business tends to communicate the
important information regarding the financial condition and operation. This
section will provide answers related to the profitably and the effectiveness of
the business.

PRICING
The business use penetration pricing strategy to increase sales
and market share to compete well-known big companies who are selling
the same products. The aim of business is to encourage low consumers to
buy our product in low cost and healthy also.

SELLING PRICE P 30. 00

BUY 1 TAKE 1 PROMO P 50. 00

BREAK-EVEN ANALYSIS

[Break Even Analysis in economics, business, and cost accounting refers

to the point in which total cost and total revenue are equal. A break-even point

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analysis is used to determine the number of units or dollars of revenue
needed to cover total costs (fixed and variable costs). See sample table
below.]

[The formula for break-even analysis is as follows:

Break even quantity = Fixed costs / (Sales price per unit – Variable cost
per unit)

Where:

Fixed costs are costs that do not change with varying output (i.e. salary,
rent, building machinery).
Sales price per unit is the selling price (unit selling price) per unit.
Variable cost per unit is the variable costs incurred to create a unit.]

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