DON HONORIO VENTURA STATE UNIVERSITY

BACOLOR, PAMPANGA
COLLEGE OF BUSINESS STUDIES

MARKETING PLAN:
KAMOTENG KAHOY
VINEGAR

Submitted by:
BESA, Joshua Daniel D.
BASILIO, Jenesis Joy G.
CARLOS, Claudys Raya S.
CASTRO, April Joy P.
DALLUAY, Charlon L.
DE LEON, Ana Marie P.
NABUA, John Kenneth S.
BSBA – MARKETING 3B

Submitted to:
Jelvin P. Velasco
 TABLE OF CONTENTS

I. Executive Summary……………………………………………... Page 2

II. Situation Analysis……………………………………………....... Page 3
II.1 Market Summary…………………………………………….
Page 3
II.2 SWOT Analysis………………………………………………
Page 4
II.2.1 Strengths…………………………………………. Page 4
II.2.2 Weaknesses ……………………………………… Page 5
II.2.3 Opportunities……………………………………. Page 5
II.2.4 Threats………………………………………….... Page 6
II.3 Competition………………………………………………......
Page 7
III. Objectives………………………………………………………... Page 8
III.1 Marketing Objectives…………………………………..........
Page 9
III.2 Financial Objectives…………………………………............
Page 9
IV. Marketing Strategy……………………………………………... Page 10
IV.1 Target Market………………………………………………. Page
10
IV.2 Positioning…………………………………………………... Page
11
IV.3 Marketing Programs……………………………………...... Page
12
IV.3.1 Product/Brand……………………………….…. Page 12
IV.3.1.1 Physical Features………………….... Page
13
IV.3.1.2 Brand………………………………... Page
14

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 IV.3.1.3 Packaging………………………….... Page
15
IV.3.1.4 Labelling…………………………...... Page
16
IV.3.2 Price/Value…………………………………….... Page 17
IV.3.2.1 Pricing Objectives…………………... Page
17
IV.3.2.2 Pricing Methods/Pricing Strategies...Page
18
IV.3.3 Distribution/Value Chain……………………… Page 19
IV.3.3.1 Channel……………………………... Page
19
IV.3.3.2 Place………….................................... Page
20
IV.3.4 Marketing Communications…………………... Page 23
V. Financials………………………………………………….......... Page 32
V.1Sales Forecast………………………………………............. Page 32
I. Executive Summary

Condiment refers to a food that is generally eaten in a very small

quantity, often just for flavor. An example would be a ‘pinch’ of fish

powder, a teaspoon of milk tea, spices, etc. Filipinos are very fond of

eating their  ulam with sawsawan (condiments) since they enrich the

flavor of the dish. Among the most famous kinds are fermented shrimp

paste, banana (yes, banana) ketchup, and combinations of soy sauce

and kalamansi  (lime), fish sauce and kalamansi, and vinegar and chili.

There are countless types of native vinegar available in the

Philippines, differentiated by the ingredient from which they’re

derived. The proponents find a big opportunity in making Vinegar.

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 The fermentation of kamoteng kahoy which turn to be vinegar will

give a new idea to the vinegar industry in the country especially in

Pampanga. A new and exciting flavor of vinegar that will surely give a

different experience to customers.

OrgANIka Pinoy Enterprise is a fusion of ideas, knowledge, skills

and experience shared by the proponents. The company is composed

of proponents that differ in personalities, perception and capabilities

yet united these together to achieve one goal. The proponents named it

OrgANIka which means our product is organic or plant-based product.

As we used kamoteng kahoy (cassava) as our main ingredients and it

has no added chemicals. The word “ani” is written in a capital letter

format because we are relying on the “ani” or the harvest of kamoteng

kahoy (our main ingredients.)

II. Situation Analysis

In situation analysis, the proponents’ task is to discuss the ways on

how did they segment their market. SWOT analysis will be also

emphasis which shows the strengths, weaknesses, opportunities, and

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 threats of the company. Lastly, the proponents will be identifying their

direct competitors as well as their indirect competitors in the market.

II.1 Market Summary

In market summary, the proponents will be discussing how did

they segment their market. In segmenting their market, the proponents

consider a lot of factor like their age, sex, marital status and their

monthly income. Another factor that they also consider is the location

of their target market, if it is near or away from their location. Aside

from that, they also consider the psychological and behavioral factors

of their target market.

II.2 SWOT Analysis

In SWOT analysis, the proponents will be identifying their

relationships within an organization’s internal and external

environments to help management determine the future direction of

the organization.

II.2.1 Strengths

Raw Material - The accessibility of quality raw material,

including the ingredients and processing aids, and packaging

materials are essentials in the foundation and manufacturing of

quality food products. The proponents find more flexibility and

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 control in sourcing the required raw materials since they are

locally available in the market.

Product Innovation - The Proposed Cassava vinegar is still

nonexistent in the present market. It would be the first variation

of vinegar to be released in the market. Cassava vinegar is a

product of innovation which is still not provided by many

condiments manufacturing firms.

Shared Vision - The vision plays an essential part in the

organization. It is a guide for creating plans and setting goals

and objectives. The proponents vision is to become one of the

premier manufacturers and suppliers of innovative condiments

that are beneficial and affordable for the people in the next five

years.

II.2.2 Weaknesses

Location - The enterprise factory is located in the business

district of San Fernando, Pampanga which is near the local

market of the city wherein majority of the residents purchase

their food supplies.

Action Plan: Promotional efforts should be used to provide

customer awareness regarding the new product existing in the

market.

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 Training - Because of the being new in the market and in the

business industry, the proponents are not fully trained yet to

operate and manage the business.

Action Plan: The proponents must attend training programs

and seminars on how to manage a business or any business

related seminars and training programs as much as they can so

that they will be equally trained and fully equipped with

knowledge and skill on how to run a business.

II.2.3 Opportunities

New Product Variety - The Company will offer a new variety

of vinegar which is made out of "Kamoteng Kahoy''. If this

product will be released in the market, the customer's curiosity

and desire to purchase the product will be attacked by the

product itself resulting for the potential buyers to try this new

product offered.

Target Market Expansion - Knowing that vinegar is one of

the usual dips of different fried foods, also it is one of the

essential condiments of every Filipino household, the company

can also offer this product to the restaurants and food stores not

only to the households. This may conclude an expansion of the

potential target market as time passes by.

Growing Awareness and Support for the Local Products -

The company’s main raw ingredient is locally available in the

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 market which is kamoteng kahoy and its product is made

locally in Pampanga.  Local food is an important part of the

local culture and is held in high regard by local communities.

Consumption of local food is a fast-growing trend supported by

local food advocates and governments.

II.2.4 Threats

Competitors - The prominent competitors are the one who

offers the same product at the same target market. They

are renowned in the market, they established their name, they

already have image and reputation to their

customers/consumers.

Action Plan: The proponents create a healthy product which is

chemical-free and have a good source of energy because it's

rich in calories, carbohydrates, and iron unlike the competitors.

In that way the proponent can grab customers/consumers that

are looking for healthy products and don't have a chemical in

it.

Product Differentiation - Knowing that our company is a new

entrant to the market and there are existing vinegar and

condiments products in the market, it is a threat for us because

of the customer’s brand loyalty.

Action Plan: The proponents will pay attention to the

promotional area in order for us to have a customer awareness

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 towards our product. Also, the proponents create an innovative

vinegar which is different from our leading competitors that

has organic raw materials.

II.3 Competition

In this part, the proponents will be listing down their direct

competitors and indirect competitors in the market to be able to

scrutinize and improve their products and acquire a large percentage of

market shares and gain competitive advantage against other

competitors.

DIRECT COMPETITORS INDIRECT COMPETITORS

 TILTILAN DELICACIES  DEL MONTE
 DATU PUTI  UFC
 SILVER SWAN  MANG TOMAS
 BRAGG ORGANIC  JUFRAN
APPLE CIDER VINEGAR
 MARCA PIÑA  MAGGI SAVOR

III. Objectives

The proponents will be identifying their short term objectives as

well as their long term objectives. Setting short term and long term

objectives will help us to pursue our professional endeavors and to

reach success.

To be able to provide an affordable and innovative condiments to

the customers. Also, to provide quality food ingredient solutions that

are organic in which ensures healthy benefits for the customers. The

company guarantees to deliver superior and competitive products that

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 will satisfy the customer with the help of proficient employees and the

presence of camaraderie.

SHORT TERM OBJECTIVES LONG TERM OBJECTIVES

 Improve business  Increase overall brand

productivity awareness
 Reduce business  Increase our company’s

overheads share in the market

 Incorporate social media  Develop and launch new

marketing product
 Develop MVP (minimum

viable product) ahead of  Maintain profits

time
 Improve business’
 Lasting legacy
customer service

III.1 Marketing Objectives

In marketing objectives, the proponents will be discussing their

sales volume or the number of units that are being sold within a year.

 Three (3) Employees: 240 bottles of cassava vinegar per day

 Working Hours: 8 hours per day

 Working Days: 5 days

 Weeks per Month: 4 weeks

 Months per Year: 12 months

Formula: Production per Day x Working Days x Weeks per

Month x Months per Year = Volume of Production per Year.

Solution: 240 x 5 x 4 x 12 = 57,600

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 The proponents’ volume of production per year is 57,600

units/bottles of cassava market and they need to sell 57,600 bottles of

cassava within one year.

III.2 Financial Objectives

In financial objectives, the proponents will be doing the standard

costing to find out the price of the cassava vinegar that they are

proposing to the market.

Formula: Direct Labor + Direct Materials + Overhead = Standard

Cost per unit

 Direct Labor: ₱60

 Direct Materials: ₱20

 Overhead: ₱20

 Total Standard Cost per unit: ₱100

IV. Marketing Strategy

In marketing strategy, the proponents will discuss the different

marketing strategies that they will be using that will serve as key

indicators for success.

IV.1 Target Market

In target market, the proponents will discuss and describe their

target market based on their Demographic profile, Geographical

location, Psychological, and Behavioral.

● Demographic

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  The proponents focus on their target market aging 20-40

years’ old, male and/or female with a marital status of

single, married, and even annulled and separated, and have

at least 10,000 pesos’ monthly income.

 Geographical

 The primary target market of the proponents are people

who are residing within the City of San Fernando, Angeles

City, and Apalit, Pampanga.

 Psychographic

 The primary target market of the proponents would be

those people who loves the sour flavor or asim, that vinegar

introduces to food.

 Behavioral

 The primary market would be those impulsive buyers and

those people who frequently buys vinegar in any occasion

or even in an ordinary day/s.

The proponents focus on their primary target market who are

working young adults and adults aging 20-40 years’ old, male and

female with a marital status of single, married, and even annulled

and separated, and have at least 10,000 pesos’ monthly income

residing in Pampanga, especially those people residing within the

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 vicinity of City of San Fernando, Pampanga and who frequently

buys vinegar in any occasion or even in an ordinary day/s.

IV.2 Positioning

The OrgANIka Pinoy Enterprise factory is located at Miramax

bldg., V. Tiomico Street, City of San Fernando, Pampanga. The

proponents chose this location because it is in the business district of

City of San Fernando, Pampanga and it is easily accessible to the

people around the city.

IV.3 Marketing Programs

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 In marketing programs, the proponents will be discussing their

marketing programs that includes their product or brand, the price or

the value of their product, the distribution or value chain, and lastly,

the marketing communications.

IV.3.1 Product/Brand

The reason behind why we proposed kamoteng kahoy

vinegar because one of our main ingredient which is kamoteng

kahoy and it is abundant in our country. Yes, there are lots of

vinegar that is being sold in the market but we barely see an

organic and innovative one in the market that is environmental

friendly. We decided to choose cassava vineger because all the

main ingredients are not difficult to find.

IV.3.1.1 Physical Features

OrgANIka Pinoy Enterprise’ Cassava Vinegar

benefits are it helps to reduce blood pressure, promotes

wound healing, it helps with nutrient absorption, and it

can strengthen the immunity. Aside from that, it is also

organic because the proponents provide quality food

ingredient solutions that are organic in which ensures

healthy benefits for the customers and it is also an eco-

friendly product.

Sample Product

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IV.3.1.2 Brand

The proponents decided to use SpicedGourmet.ph

as their brand name. Black color is used to show

elegance and sophistication that a simple product can

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 offer to its customers. The yellow color is used to catch

the attention of the people and give a sense of

happiness. The proponents used spicedgourmet.ph as

the brand name as they believe that it can bring another

level of satisfaction and flavor upon using it and that

can be felt like high quality product.

IV.3.1.3 Packaging

Primary Packaging Secondary Packaging

The proponents decided to use a plastic bottle

(500mL) as their primary packaging which is an eco-

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 friendly plastic bottle and you can also recycle it and

use in other things. Cardboard box is what the

proponents agreed upon on their secondary packaging

for their set of 3 gift-pack which is exclusive.

OrgANIka Pinoy Enterprise decided to use glass bottles

and cardboard boxes so as for the company to avoid or

at least reduce the litter. The company also promotes

environmentally friendly and organic products.

IV.3.1.4 Labelling

Front Product Label Back Product Label

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 The proponents opted for a minimalist label design

using white as its base color and gold for the texts and

other details shown on the label. The color white

represents both the product and the company for it

symbolizes purity which associates well with the

quality of the product given the fact that it is

organically produced. Moreover, white often represents

a fresh start or a new beginning which is well-suited to

the company’s state of affairs. The proponents chose

gold as the color of the words and details for it

accentuates the patterns and contents of the whole label

giving it a seamless and premium feel as contrasted by

the plain white background. As shown in the product

label, intricate patterns were also included. The

proponents took inspiration from local Kapampangan

quality carved woodcrafts and metal works to provide

representation of the product’s place of origin. The

nutrition facts and expiration date are stated at the back

portion of the product label; this is to ensure the safety

of the consumers.

IV.3.2 Price/Value

In price or value, the proponents will emphasis their pricing

strategies that they will be using and their pricing objectives.

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IV.3.2.1 Pricing Objectives

Pricing objectives are the underlying goals or

framework established by a company that determines

how they set prices for their service or product.

Working out your pricing objectives provides direction

for the rest of the pricing process and guides your

choice of pricing strategies used to meet

those objectives.

PRICING OBJECTIVES
 Maximum Current Profit
 Target Return on Investment
 Sales Growth
 Increasing Sales Volume
 Matching Competitors’ Prices

IV.3.2.2 Pricing Methods/Pricing Strategies

Pricing strategy refers to method companies use

to price their products or services. Almost all

companies, large or small, base the price of their

products and services on production, labor and

advertising expenses and then add on a certain

percentage so they can make a profit. The final price of

the Cassava Vinegar with mark-up would be ₱120.

 Cost-Based Pricing Strategy

 OrgANIka Pinoy Enterprise adopts the cost-based

pricing strategy. The proponents set their prices

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 based on the cost for producing, distributing, and

selling the product plus a fair rate of return for

effort and risk. In the cost-based method, they also

include the variable and fixed costs.

 Market Penetration Pricing Strategy

 OrgANIka Pinoy Enterprise uses a market

penetration pricing strategy to attract customers.

The majority of the young adult ranges 20-40 years

old are price sensitive; therefore, the proponents set

their products at a low cost and not losing their

quality and taste to bring in a higher volume of

sales.

 Consumer Based Pricing Strategy

 OrgANIka Pinoy Enterprise uses consumer based

pricing strategy in order to set its prices according

to customer perceptions about the value of their

products.

IV.3.3 Distribution/Value Chain

In distribution chain, the proponents will be discussing

their channels (direct and indirect) that they will be using in

order to distribute their products. The proponents will also be

putting their sketch or drawing of their store layout.

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IV.3.3.1 Channel

The proponents will be using both direct

(Manufacture to End-user) and indirect (Manu - whole -

retailer – consumer and/or Manu - retailer – consumer).

They decided to use both direct and indirect channel in

order to expand the distribution, reach wider market,

and deliver the product to the end user/consumer using

a middlemen or different marketing strategies. By using

both channels, they make sure that they will manage it

to maximize efficiency and avoid chaos among various

channel members.

IV.3.3.2 Place

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IV.3.4 Marketing Communications

In marketing communications, the proponents will discuss

and emphasis all the marketing communications that they are

using in order to attract and gain more customers. With the

help of these marketing communications, it is easy for their

brand to have more recognition from the public and to increase

brand awareness.

 Digital Marketing

 Nowadays most of the people are very much active in

social media so the proponents will maximize the use of

social to promote the product. As we all know that this

platform is not costly in nature yet it has higher

possibility to reach a larger number of potential

customers.

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  Direct Marketing

 The proponents will be conducting a direct marketing

wherein they will implement a personal promotion and

free taste to the target market to experience the taste of

the newly generated product.

 Sales Promotion

 It is an effective strategy to attract the customers to try

the product. The proponents will use some of the

following sales promotion to promote the product.

VALUE PACK

BUY NOW!
SAVE ₱ 10

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EXCLUSIVE
GIFT PACK

 Discounted products

 The proponents will provide customize discounts

promotion with the following occasions:

✔ Wedding

✔ Birthdays

✔ Graduation

 Loyalty Card

 The proponents will be giving a loyalty card to those

customers wherein once they reach the certain amount

of total purchase.

 This promo will only run for a month after launching

the product to get “value card”.

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 QUARTER 1 (2021): JANUARY 1 – MARCH 31
JANUARY 2021 TASK NAME
Preparation of the proponents for the

soft opening at Miramax bldg., V.

WEEK 1
Tiomico Street, City of San Fernando,

Pampanga.
The marketing team will be utilizing

WEEK 2 the social media to inform individuals

for the opening of the business.

The marketing team will be

WEEK 3 conducting a promotion through our

social media pages.

The sales representatives’ task is to

WEEK 4 send an invitations via e-mail for our

grand opening to various individuals.

FEBRUARY 2021 TASK NAME
WEEK 1 Preparation of the proponents for the

grand opening at Miramax bldg., V.

Tiomico Street, City of San Fernando,

Pampanga. The proponents will be

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 inviting the mayor and the priest of

San Fernando for ribbon cutting and

store blessing. They will be strictly

following the safety protocols to

prevent the spreading of the virus.

Aside from that, the first 5 customers

will be receiving an exclusive set of

gift pack of our very own cassava

vinegar.
The sales agent will be conducting

free tasting of the product around the

top retailer stores in San Fernando,

Pampanga (Puregold, Sunshine, AA

WEEK 2 Supermarket). The sales agent will

ensure that the materials they’re using

are properly sterilized and it won’t be

used multiple times for the safety of

the customers.
The company will be having a promo

of purchasing cassava vinegar worth

WEEK 3
300 pesos and you will get one bottle

of cassava vinegar for free.

WEEK 4 The sales agent will be giving free 5

pcs. of facemask and hand sanitizer

when you purchase cassava vinegar

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 worth 250 pesos.
MARCH 2021 TASK NAME
WEEK 1
The sales agent will be giving free two

bottles mineral water bottle when you

WEEK 2
purchase cassava vinegar worth 250

pesos.
The sales agent will be giving free

umbrella, nylon foldable fan, 5 pcs of

WEEK 3 facemasks and face shields when you

purchase cassava vinegar worth 500

pesos.
WEEK 4
QUARTER 2 (2021): APRIL 1 – JUNE 30
APRIL 2021 TASK NAME
WEEK 1 The company will be having a
WEEK 2
WEEK 3 Summer Bazaar at Marquee Mall and

Waltermart, Pampanga. The sales

WEEK 4
agents will be facilitating the said

bazaar.
MAY 2021 TASK NAME
WEEK 1
WEEK 2
WEEK 3
WEEK 4
JUNE 2021 TASK NAME
WEEK 1
WEEK 2 The direct satellite store will be

launching a new flavor of cassava

vinegar and the sales agent will be

conducting free tasting to the

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 product’s new flavor.
The retailer partners will be selling the

value pack promo (one regular flavor

and the new flavor) as purchasing the

WEEK 3
value pack, 10 pesos will be

discounted on the SRP (suggested

retail price).
WEEK 4
QUARTER 3 (2021): July 1 - September 30
JULY 2021 TASK NAME
WEEK 1 The company will give loyalty card to
WEEK 2
WEEK 3 those customers who purchase cassava
WEEK 4
vinegar worth 300 pesos and above.
AUGUST 2021 TASK NAME
The company will be sending some

cassava vinegar products to certain

WEEK 1
vloggers to have a taste test and to

give their feedbacks to it.

WEEK 2
WEEK 3
WEEK 4
SEPTEMBER 2021 TASK NAME
The direct satellite store will be

conducting exclusive sales and the

marketing agents will sending a

WEEK 1
message via text or email to those who

have a loyalty card for the exclusive

sales.
WEEK 2
WEEK 3
WEEK 4

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 QUARTER 4 (2021): October 1 - December 31
OCTOBER 2021 TASK NAME
WEEK 1
The company will now be accepting

WEEK 2 online orders from our customers

through our social media pages.

WEEK 3
WEEK 4
NOVEMBER 2021 TASK NAME
WEEK 1
WEEK 2
WEEK 3
WEEK 4
DECEMBER 2021 TASK NAME
WEEK 1 The company will be having a
WEEK 2
WEEK 3 Christmas Bazaar at Robinson’s

Starmill, Marquee Mall and

Waltermart, Pampanga. The sales

WEEK 4
agents will be facilitating the said

bazaar and there will be a special

Christmas promo.

V. Financials

In financials, the proponents will be estimating their future revenue

by predicting or forecasting their sales forecast for four years. In order

to calculate their sales forecast, the proponents will use this formula:

Total Volume of Production x Price per Unit.

V.1Sales Forecast

SALES FORECAST FOR THE YEAR 2021

Total Price per Conversion Sales

Volume of Unit Forecast

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Production
57,600 120 57,600 x 120 6,912,000
SALES FORECAST FOR THE YEAR 2022
Sales
Increase in Sales
Forecast Conversion
Sales (%) Forecast
(2021)
(6,912,000 x

6,912,000 3% 0.03) + 7,119,360

6,912,000
SALES FORECAST FOR THE YEAR 2023
Sales
Increase in Sales
Forecast Conversion
Sales (%) Forecast
(2022)
(7,119,360 x

7,119,360 7% 0.07) + 7,617,715.2

7,119,360
SALES FORECAST FOR THE YEAR 2024
Sales
Increase in Sales
Forecast Conversion
Sales (%) Forecast
(2023)
(7,617,715.2 x

7,617,715.2 10% 0.10) + 8,379,486.72

7,617,715.2

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