Muntindilaw National High School

Barangay Muntindilaw, Antipolo City

Senior High School Department

“Cookies”

Marketing Plan

Submitted by:
Roneil Angelo D. Deoferio
Mark Edrian M. Lucañas
Raymond Magdaraog
John Angelo P. Palencia
Miguel Sebastian S. Rey
Abram E. Sanchez
Submitted to:
Lilibeth E. Eligan

October 2019
TABLE OF CONTENTS
l. Marketing Background

a.) Overview of the industry

1.) Market Size

 The company is targeting the area of Antipolo, City. The City has a

population of 859, 070. Seventy percent (70%) of the population is already

served by other entities similar to our company. The remaining thirty percent

(30%) of the population is our target market for the start-up of the company’s

business.

2.) Market Trends

From the company’s price of Php 50.00 from 2019 it is expected to grow

4.99% higher up to 2023 considering the acceleration of the compound annual growth

rate is at 6%. 23% of the growth will, of course, come from the four barangays who

happen to be the company’s target market.

b.) Market Profile

Demographic:

Sex: Male and Female

Age Group: 20 years old and above

Address: Victory Park, P. Oliveros St., Antipolo City

 The company offers its product to the general public. The expected buyers

are of the age group 20 years old and above and are, of course, residents of the

four barangays which are targeted by the company.

c.) Environmental Analysis

1.) Opportunities 2.) Threats

Loads of people love cookies. Many existing firms which are alike to the

company.
Affiliate relations with related vendors Insurance costs are continually increasing

Development of Proprietary products Increases in price inputs can cause

upward pricing.
Growing demand for biscuits Cookies which have similar packaging and

taste.
Loss of a significant customer

ANALYSIS OF COMPETITION

A. Competitive Positioning
B. Market Share/Sales and Profit Trends

The graph shows that only 15% of the market share is held by the bakeries
and specialty stores, which means the other 85% are held by other firms. The
company belongs to the 15% of market share holder.

C. Strengths and Weaknesses of Competition in terms of (4Ps)

Product Price Place Promotion

Strength Weak- Strength Weak- Strength Weaknes Strength Weakness

ness ness s
 Many Used of Though,
Trimme A little Filled establish- different many, it
Different Sugary d high with ments like media will still
to fit to many ours to not reach
budget people already promote everybody
exists product else

III. COMPANY BACKGROUND

MISSION & VISION

OUR MISSION

To satisfy the needs and wants of every customer with quality, affordable, convenient
and delicious delicacies which where; each cookie is baked with extra care and passion
in a safe and bacteria-free environment.

The bakers facilitate baking and constantly watch over every cookie as the baking
process is ongoing. Administrators and staffs as stewards of the corporation ensure
enabling and supportive environment for a productive work to happen. The company,
community, and other stockholders are actively engaged and share responsibility for
developing strong relationship with its customers.

OUR VISON

We dream of Filipinos who passionately patronize our product whose values and
loyalties lie on our company which enable us to realize our full potential to continually
build good relationship with the customer.

AS a customer-centered company, the Cookie Master Incorporated continuously

improves itself to better serve its beloved customers

A. Company Profile
COMPANY PROFILE
 Cookie Masters Inc., is a very customer-centered company that offers clients a
wide variety of cookies and other pastries. The company’s team of professionals have,
on average, 10 years of experience in the training, meeting and event industry. The
company’s clients include young adults, adults, and the young at hearts who happen to
reside within the perimeter of Antipolo, City.
The company’s products include all types of cookies available ranging from
different level of sugar content; each kind of cookie is offered to different age groups of
the company’s target market. In addition to cookies, the company also produces
different kinds of pastries for the customers to choose from and enjoy.

KEY PERSONNEL

John Angelo Palencia

General Manager

Mark EdrianLucañas Abram Sanchez Roneil Angelo Deoferio Raymond Magdaraog

Creative Officer Technical Officer Visual Display Officer Accounts & Billing

Miguel Rey
Events Team Leader

B. Company/Brand Strengths and Weaknesses:

Strengths Weaknesses
Well-trained workers Price is a little high
High quality product Few workers
Unique product Many existing firms like ours
Customer-centered Technological gaps
Slow production

C. Brand Consumer Profile

 The company’s expected consumers are in between 20 years of age or any age
older. The company offers its product to all genders and all ages. Products will be sold
to consumers within the perimeter of Antipolo, City. Supposing that it is in Antipolo, the
company expects that the majority of the consumers are “tagalog”, but the company still
consider the fact that there might be consumers from other races. It is also the
company’s expectation that the primary consumer of the product will be those who earn
minimum wage and those who earn higher than the minimum wage, since the price of
the product is a little high. The interest in sweets, delicacies, and pastries of the
customers will be the main reason that will urge the customers to buy the company’s
offered product.

D. Present Marketing Strategies

I. Segmentation, Targeting, and Positioning
The target market will be divided into 5 subdivisions namely: toddler,
teenager, young adults, adults and young at hearts. The type of cookies to be offered
will differ with regards to subdivisions. For toddlers, various flavors of cookies will be
offered, however the level of sugar content will be limited or controlled, so the children
wouldn’t get cavities. For teenagers and young adults, cookies ranging from different
levels of sugar content and various flavors will be offered. For adults, the company will
offer typical type of cookies, or they can indulge themselves to that of the offering to
teenagers and young adults. As for the young at hearts, the company will offer cookies
with less sugar content, considering they are at the risk of having diabetes.
To promote the product of the company and to make it iconic. The
company plans to present its product at its utmost presentation to imprint a very good
impression to its customers. In a way the company will produce the best-tasting cookies
possible with regards to their capability of making such good cookies. In this manner, if
it so happens that a customer sees the logo of the company or anything related to the
company, such as its tagline, the first thought of the customer will be positive.
II. Marketing Mix
Product
Cookie Master Incorporation offers various cookies that help
consumers forget their worries. The company serves cookies for every toddler,
teenager, young adult, adult, and also the young at hearts. Its cookies have good quality
and it is different from others, because for every target market the level of sugar content
in every cookie is considered. The cookies are made soft and very delicious. Ten
cookies are put in every box which costs sixty-five pesos. The company’s consumers
are those who loves to eat treat and sweets.
Price
 The Cookie Master Institute makes special cookies. Its price is
computed perfectly based on the ingredients that are used. The strategy the company
used is mark-up pricing, it allows the seller a fixed mark-up every time the product is
sold. The price for a box of cookie made by CMi costs Php 50.00. [The full computation
of how Cmi came up with the price will be shown at]
Place
The company’s finished product will be sold at Victory Park P.
Oliveros St., Antipolo City. The place was chosen by the company because of the
concentration of the number of people around the area. Furthermore, this place is near
the Antipolo Cathedral where many people – even those who are not from Antipolo, go.

This gives the company more opportunities to sell its product.

The company’s marketing strategy will flow as shown in the figure above. First
off, the company will have to browse existing marketing plan to seek guidance. Then,
after the guidelines are found the company will conduct a marketing research.
Supposing the research is done, the company will then develop a value proposition and
will set its marketing goal after that. After setting the marketing goals the company has
to define its marketing strategies and the marketing mix concerning the business they
are into. When all this is done, the company will be able to make a marketing plan and
finally, review and reassess the marketing plan produced.
STRATEGIES AND PROMOTIONS

 Advertisement
 Flyers/Brochures
 Referrals
 Partnership
 Online/Social Networking Pages
 EMAIL
 Promo Discounts
 Packages

The company decided that the form of promotions stated above will be
used to promote its product as its strategy in marketing its product, so that it
can reach many people which is very beneficial to the company, because its
product will be noticed by the general public.

IV. IDENTIFIED MARKET OPPORTUNITY FOR THE PRODUCT/BRAND

There are 30% of the population of Antipolo, City consumes the product of

Cookie Master Incorporation and the other 70% consumes the similar pastries to

competitors. The cookie manufactured by CMi is different from others and it is

offered to all ages but the sugar content is based on the age range of the

consumers. The company opens at exactly 8:00 A.M. and closes at exactly 8:00

P.M. Consumers buy the product in the morning for breakfast and in the afternoon

for their snacks. They can purchase the product at P. Oliveros St., Antipolo City

where the store will be located. The buying rate of cookies is expected to increase

every day. Unlike other companies, CMi offers a free delivery when consumer

purchase 15-20 boxes of cookies and also a 5% discount rate for those who buy

50-100 box of cookies. And for the first customer of the day will receive additional

one box for free. When inflation rate increases, company decided to decrease the
price of cookies for 2% and it costs Php 63.70 per box. For the previous year, there

is only 55% of the target market bought the product but when strategies implement

for the present year, it became 80%. It triggered the company to create different

tactics and strategies every year that passes to continue the increasing rate of

purchasing cookies. And if it happens, the company will be expanding.

a) DESCRIPTION OF THE PROPOSED TARGET MARKET

What is shown above is the way the company has divided or segmented its

[target] market. The segmentation is based on age, gender, income, and

social class.
 b) MARKETING OBJECTIVES
OVERALL MARKETING OBJECTIVES

 To get more people to know our product and to provide

better service to them.

 To enable us to grow our business and build more offices

in different markets here in our country.

SPECIFIC OBJECTIVES AND TARGETS

 To earn and get to know more people so that we can
expand our business here in Antipolo, City. Our goal
every year is to increase our revenue to grow our
business faster.

V. THE MARKETING MIX

A. Product Strategy

1) Product (Cookies)
Cookie Master incorporated offers unique cookies where the sugar content of
cookies offered is based on the age range of the consumers. This means that
people of every age will enjoy the product without worrying so much about their
sugar intake and general health. The cookies are made soft and delicious that
everyone will loves it.
2) Packaging
3.) The main role is to protect the chocolate cookies. This design is to prevent the
risk and exposure of the product. Cookies are made of baking soda, sugar,
chocolate chips, butter, egg, and flour. This box contains 6pcs of delicious
chocolate cookies. It should be eaten before the expiration date. These cookies
are suitable for all age.The product produced by the cookie master corporation
located at P. Oliveros St., Antipolo, City.

4.) Distribution strategy

The most important part of marketing is how our product will get from the seller to
the buyer. Many products go through a channel of distribution, which involves
manufacturers, retailers, and consumers. CMi decides to provide free delivery to a
customer who buys
5.) Price
“Legend”
US – Unit Sales
UC – Unit Cost
VC/U – Variable Cost per Unit
MUP – Mark-Up Price
DMU – Desired Mark-Up

The CMi produces good cookies at an affordable price. CMi offers a box of ten
cookies to its customers at a price of Php 50.00 per box. The computation of how
CMi has come up with the price of its product is shown below:

Total Expense = Php 200,000.00

Unit Sales = Php 100,000.00
The formula used is: Total Expense/Unit Sales = Variable Cost per Unit
200,000.00/100,000.00 = 2 VC/U
Now, to get the unit cost of the product the formula to be used is:
FC
UC = VC/U +
US
155,000
UC = 2 +
100,000
= 2 +1.55
 UC = 3.55
Finally, to get the price with the mark-up price, the formula used is:
UC
MUP =
(1−DMU )
3.55
= 1−0.30
3.55
= 0.70

= 5.07 or 5
Since, a box of cookie contains 10 pieces and one piece costs Php 5.00, it costs
Php 50.00.

6.) Place
The store of the Cookie Master Incorporated will be located at Victory Park P.
Oliveros St., Antipolo City. Because this place is filled with many people almost
every day.
7.) Promotion
The product of the company will be promoted using advertisement and flyers.
This is how the company communicates to its consumers about product and
services. The company might place ads on various platforms, do special
promotions, employ a public relations firm, or do other marketing activities, like
posting flyers and sharing using social media

C. Distribution Strategy
 B. Income Statement

Gross Profit 4,214,400

Less: Expenses (1,680,000)
Net Profit before Tax 2,534,400
Less: Income Tax (588,000)
Net Income 1,946,400
 Project Title: Cookie Master Incorporated
Project Type: Manufacturing
Type of Ownership: Partnership
Status of Operation: New
Business Address: Victory Park P. Oliveros St., Antipolo City

Brief Description of the Business

The business is a start-up bakery retail establishment open from Monday to

Sunday 8:00 am to 8pm, located at Victory Park P. Oliveros St., Antipolo City. It is

expected to catch the interest of a regular loyal customer base on its broad variety of

pastry products. Moreover, this place is filled with people for most of the time. The

business plans to build a strong market position in the area, due to the partners’

industry experience and mild competitive climate in the site.MCi aims to offer its

product at a very affordable price to meet the demand of the middle-to-high income

of the local market area residents and tourists. It has a competitive edge due to its

strategic location. The store layout is perfect for a homey ambiance and enough

space for a comfortable stop and shop.

Entrepreneur’s Profile

Name: Roneil Angelo D. Deoferio

Address: #60 Hazelton St. VVCH, Cainta, Rizal

Contact Number: 09234567890

E-mail Address: Kropek.jpeg@gmail.com

------------------------------------------------------------------------------------------

Name: Mark Edrian M. Lucañas

Address: Upper 4 Brgy. San Juan, Cainta, Rizal

Contact Number: 09592873258

E-mail Address: Mark.mp4@gmail.com

----------------------------------------------------------------------------------------

Name: John Angelo P. Palencia

Address: SitioDilainBrgy. MuntindilawAntipolo, City

Contact Number: 09047222002

E-mail Address: Alden.mp3@gmail.com

----------------------------------------------------------------------------------------

Name: Raymond Magdaraog

Address: SitioDagat-dagatanCainta, Rizal

Contact Number: 09666420690

E-mail Address: renz.exe@gmail.com

----------------------------------------------------------------------------------------

Name: Miguel Sebastian S. Rey

Address: #37 Blk. 1 Upper 4 Brgy. San Juan Cainta, Rizal

Contact Number: 09073119800

E-mail Address: Migs.docx@gmail.com

----------------------------------------------------------------------------------------

Name: Abram E. Sanchez

Address: SitioMahayhayBrgy. MuntindilawAntipolo, City

Contact Number: 09122920007

E-mail Address: Boss.pdf@gmail.com

----------------------------------------------------------------------------------------
c) MARKET ASPECT

The Products

CMi offers cookies with various shapes and sugar content all produced

from high quality ingredients. The products are freshly prepared and baked at

all times during business operations. Three to five moderate batches of

bakery and pastry products are prepared during the day to assure fresh

baked goods are always available. There are only few bakeries in the area.

People always look for a freshly-baked product within their reach and at a

very affordable price.

Target Customers

CMi’s focus is on meeting the demand of a regular local resident

customer base, as well as significant level of tourist living nearby.

 Local residents
 CMi will establish a healthy relationship with the local customer for

this will bring consistent revenue that ensure the stability of the

business.

 Tourists

The tourists comprise approximately 35% of the revenues. High

visibility and competitive products and service are critical to capture

this segment market.

Competition

There are other bakeries which exist in the area, one is open only from

9:00 am to 5:00 pm and operating in a limited space. The other one offers

usually flatbreads and other limited number of pastries. With the use of

new technology to produce bread and pastries CMi0 is confident enough

to compete with the existing bakery in the area.

Pricing

CMi prices its product based on the cost of production. However, since

most of our products are freshly baked we can price them in a little bit

higher than that of the competitors.

Pricelist:

ITEM PRICE PER BOX (Php)

Cookies 50.00

Schedule 1

Revenues/ Volume of Sales (1 Week)

Item Quantity (Box) Price (Pesos) Amount

Cookies 2,500 50 125,000

Promotional Strategy
 The business plan to reach its target market and spread awareness about

the products it offers through the use of banner and flyers. These banner and

flyers will be distributed to crowded places within the area, like in the churches,

schools, transportation stations, meeting places and house to house campaign.

Schedule 2

Promotional Activities Cost (Php)

Banners/tarpaulin ( 10 pcs.) 5,000
Flyers (1,000 pcs.) 1,000

The promotion of the company’s product will be printed in tarpaulin and

flyers to be posted and distributed around the area.

d) TECHNICAL ASPECT

Sources of Equipment/s and Materials

The CMi has its own supplier of the equipment as well as the materials

needed in the operation of the business. It has more than three suppliers to

make sure the equipment and materials are always available. Alternative

sources are also on the list of supplier.

Schedule 3

PRODUCTION MATERIALS

Materials Quantity and Price Name of Supplier

Flour (All-Purpose) 10 sacks, Php 6,000 Sno-white
Butter 10 Pales, Php 4,000 Butterpply
 Egg 40 Tray, Php 10,900 mEGGy
Vanilla 40 bottles,Php 9,000 Yanilla
Salt 3 sacks, Php 1,250 Salt.inc
Baking Powder 1 Sack, Php 900 Calumet
Chocolate Chip 5kg, Php 2,000 Dark Mark
Baking soda 1 sack, Php 950 Arm and Hammer
Sugar 5 sacks, Php 3,000 Krystal

Schedule 4

MACHINE/ EQUIPMENT/ TOOLS

Machine/Equipmen Quantity Price Name of

t (Pesos) Supplier
Work Table 1 5,000 Stanley
Oven 1 20, 000 DeWalt

Location
 The business location is at Victory Park, P. Oliveros St., Antipolo City. The

result of the location survey explained that its suitability in terms of parking

facilities nearby and its accessibility to major roads. There are a lot of

pedestrians who pass this site on their way to the public transportation. There

are around 3,000 people in the area according to the census record of the

barangay and of this the business expected to have at least 25% market

share and it has a potential to increase up to 35% at the end of the first

quarter. The computation of the market share supports the chosen location.

Estimated population in the area ……………………….. 1,000

Estimated market share (35.8%) ………………………… 358

Number of competitors in the area……………………… 2

Target market…………………………………………….. 358

Based on the rough estimate of the estimated target market of 250 the

monthly sales per month cycle is P 75,000.00

Production/Operation Process

Cashier Oven
Store Helper Working Table

Manpower Machine

Bread, Partnership
pastries and cake Materials Methods
Promotional Activities
ingredients Marketing Plan

Process Flowchart
The image above shows the process to undergo to bake cookies.

Labor

The business needs 4 employees in all, one each for manager – the

one who will manage the store, cashier – in-charge of the counter, helper and

security guard.

Schedule 5

LABOR COST
(Per Month Cycle)

Position Number Wage (Php) Total

Store Manager 1 20,000 20,000
Cashier 1 17,000 17,000
Security Guard 1 15,000 15,000
Baker 1 14,000 14,000
Asst. Baker 1 12,000 12,000
Delivery Man 1 12,000 12,000
 TOTAL LABOR COST: Php90,000

Schedule 6

OVERHEAD EXPENSES
(Per Month Cycle)
Expenses Amount (Php)
Electricity 15,000
Water 5,000
Rent 25,000
Transport 5,000

TOTAL OVERHEAD EXPENSES Php50,000

Schedule 7

ADMINISTRATIVE EXPENSES

(Per Month Cycle)

Expenses Amount
Salaries 90,000
Promotion 15,000

TOTAL ADMINISTRATIVE EXPENSES Php105,000

Management

The Position Function

Store Manager Takes charge of the overall operation
day
of the store.
The Production Manager Takes charge of the production

day process.
Finance Manager Takes charge of the financial
to
concerns of the business.
 day operations of the business will be the responsibility of the partners. The

management team which is composed of the partners themselves are the

right people to manage the business. Each one of the team will oversee the

production process, the store operation, the inventory system, the customer

care and the financial aspect of the entire business.

e) Finance

Store
Manager

Security
Cashier Baker
Guard

Delivery
Asst. Baker
Man

The above figure shows the manpower the company will have.

Initial Working Capital: P 1,800,000.00

The initial capital will be used for the different expenses needed as
mentioned in the previous pages

Sources of Funds
The initial capital will come from each partner who will invest
P 300,000.00 each as the initial working capital.
 Total Project Cost
The Total Project Cost is P 1,800,000.00

Appendices:
https://www.google.com/search?
rlz=1C1CHBF_enPH856PH856&biw=1920&bih=969&tbm=isch&sa=1&ei=6uzdXcLWNuySr7wPzMKKmAQ
&q=market+size&oq=market+size&gs_l=img.3..0l10.20789.22251..22636...0.0..0.70.786.13......0....1..gw
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img.......0i67.Xs2PKz5aiek&ved=0ahUKEwjC88yCuYnmAhVsyYsBHUyhAkMQ4dUDCAc&uact=5#imgrc=Rk
7R52NliDx98M:

https://www.google.com/search?
q=cookie+market+trends&rlz=1C1CHBF_enPH856PH856&tbm=isch&source=lnms&sa=X&ved=0ahUKEwi
8wdSkuYnmAhU0L6YKHV4sAMMQ_AUICigB&biw=1920&bih=969&dpr=1#imgrc=au8Xl4fCVXuuwM:

https://www.google.com/search?
q=sales+market+share+in+major+application&rlz=1C1CHBF_enPH856PH856&source=lnms&tbm=isch&s
a=X&ved=2ahUKEwjy5sK2uYnmAhURGqYKHd2FC-
4Q_AUoAXoECA0QAw&biw=1920&bih=969#imgrc=34e5zg7ZWQQwlM:

https://www.google.com/search?
q=competitive+positioning&rlz=1C1CHBF_enPH856PH856&source=lnms&tbm=isch&sa=X&ved=2ahUKE
wiasP_DuYnmAhXBy4sBHYJeCd8Q_AUoAXoECBIQAw&biw=1920&bih=969#imgdii=OpfX2ZAGufbFvM:&i
mgrc=HHKt_ydcBkeRlM:

https://www.google.com/search?
q=marketing+strategy&rlz=1C1CHBF_enPH856PH856&tbm=isch&source=iu&ictx=1&fir=RSqc6xYDgn5M
vM%253A%252CJrDpgxKqZhG6iM%252C_&vet=1&usg=AI4_-
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sQBQ#imgrc=RSqc6xYDgn5MvM:&vet=1

https://www.google.com/search?
q=ways+of+segmenting+a+market&rlz=1C1CHBF_enPH856PH856&source=lnms&tbm=isch&sa=X&ved=
2ahUKEwiH-
tPsuYnmAhW1xIsBHankDnMQ_AUoAXoECA8QAw&biw=1920&bih=969#imgrc=AmqgVlXjJejTNM:
https://www.google.com/search?
q=flowchart+for+manufacturing+bread&rlz=1C1CHBF_enPH856PH856&tbm=isch&source=iu&ictx=1&fir
=J0HbN8G7gzu_9M%253A%252Cl3g_lS1e6CZslM%252C_&vet=1&usg=AI4_-kSZrlAUOH-
nbZoEunG_uT9DDP6ajA&sa=X&ved=2ahUKEwj_xba_uonmAhXiy4sBHXiPD6wQ9QEwAXoECAoQCQ#imgr
c=J0HbN8G7gzu_9M:&vet=1