ANDRES BONIFACIO COLLEGE

College Park, Dipolog City

Tel. No. (065) 212-8049
Website: www.abcollege.edu.ph
Email Address: abcollege_highschool@yahoo.com
SENIOR HIGH SCHOOL DEPARTMENT

MARKETING PLAN

Submitted by:

The Class of ABM D

Submitted to:
Ms. Bless Christine H. Noel

March 2021
MACRO-ENVIRONMENTAL FORCES

POLITICAL – Face-to-face interaction has been limited as per government

regulations to control COVID-19 transmission. Craveberries complies with
government regulations; hence, the business operates online and provides delivery
services to its customers.

ECONOMIC – The coronavirus pandemic has implicated price fluctuations, including

fruit prices. To manage the rising prices, Craveberries has opted to source its fruits
from local famers for two purposes – to lower input costs, and to support the growth
of the local economy.

SOCIAL – Immunity and overall health and wellbeing has been placed in the social
consciousness of the general public in light of the coronavirus pandemic. To
capitalize on this trend, the creative team behind Craveberries has formulated a juice
that meets the Vitamin C needs of its consumers. Moreover, Craveberries’ mission is
to uplift marginalized communities by donating a portion of its sales to the less-
fortunate.

TECHNOLOGICAL – Craveberries falls short of technological advancements as it is

still a start-up business with little advanced equipment for manufacturing. However,
the company utilizes manual preparation for its products, with strict compliance of
sanitary standards and quality preparation methods. Moreover, the company will use
attractive promotional posters in its social media platforms to attract customers as its
target market is assumed to be young and tech-savvy.

ECOLOGICAL - The business will use recyclable plastic bottles for all its products.
All wastes in processing the product (such as fruit peels) will be properly
segregated and disposed. The manufacturers utilize eco-friendly materials and ways
to protect the environment.
SWOT ANALYSIS

Strengths Weaknesses

 Offers a beverage that is marketed as a  Lack of equipment upon

delicious yet nutritional product. production stage and missing
 Offers affordable prices to customers. expertise in some areas.
 An innovation; the first of its kind to be  Only one variant of the product.
introduced to the public (in the local  Difficulty in building a strong client
vicinity) base, as the business is still a
 Committed workforce start-up.

Opportunities Threats

 Strive to promote the company  Cranberries are seasonal fruits;

thoroughly to introduce newer variants raw materials may be more
in the future. abundant in certain time periods.
 Build an online presence through  Possible disturbance in delivering
utilizing various social media platforms the products due to bad weather.
to reach a wide audience.  The intensity of pandemic
 Build partnership with local farmers as restrictions may affect business
for low input costs in sourcing raw operations.
materials.  Large market share of
competitors and their established
client base.

COMPETITIVE ANALYSIS
 JuisHAT Buko dipolog Kurimi Milk Tea
Bar Dipolog
Cost 35 - 45 pesos for 25 pesos for 85 pesos for
small and large small bottle and regular size and
bottles 35 pesos for 95 pesos for the
large bottle large size
Quality Excellent Very Good Excellent
Service Very good Good Very Good
Speed Fast Fast Fair
Innovation 90% 80% 50%

The two main competitors of Craveberries are well-known local stores in Dipolog
city. Buko Dipolog and Kurimi Milk Tea Bar Dipolog are considered as competitors of
the business because they also sell fruit-based beverages. However, Craveberries’
products have better nutritional content as its raw materials used are organic fresh
fruits and also use a reusable packaging that is eco-friendly.

Buko Dipolog is a staple in the Dipolog market, as it emerged as the first of its kind,
but due to the ease of sourcing coconuts, many businesses within the city are similar
to Buko Dipolog. The same is true for Kurimi Milk Tea Bar, except that Kurimi Milk
Tea Bar is a reproduction of milk tea establishments in the city. The former is priced
at bottom-range, making it available to the general public, and the latter is priced
slightly above mid-range. Craveberries leads in innovation as it is the first of its kind,
and the rarity of cranberries in this geographical region makes it difficult to fall prey to
copycat businesses. Moreover, Craveberries is priced at the mid-range, making it
affordable, yet credible.

MARKET ANALYSIS
TARGET MARKET SEGMENT
 The target market of the business establishment is students from ages between
14-21 years old who reside within Dipolog City.

Miputak 26% Sta. Isabel 5% Barra 4% Central 4%

Dicayas 5% Galas 4% Gulayon 5% Minaog 2%
Olingan 20% Punta 2% Sicayab 13% Sta. Filomena 4%
Estaka 4% Turno 2%

PREFERENCE
There are very few businesses within the vicinity of Dipolog City that sell healthy
fruit juices; most of these available are powder-based, artificially flavored, and
contain excessive sugars and preservatives. In addition, these beverages have less
dietary fiber and vitamins than what fresh fruit juices contain. Craveberries offer fresh
cranberry juice. These fruits are rich in vitamin C, which helps to strengthen the
immune system. These products are targeted not only to health-conscious
individuals, but also those who seek to try something new and exotic – at a budget.

PURCHASING POWER
 Since the company’s target market are primarily students, it is viable to assume
that they can afford the products, as it is priced at an affordable rate and offers an
innovative alternative to unhealthy beverages in the market.

COMPANY’S COMPETITIVE ADVANTAGE

QUALITY - Craveberries has an excellent product quality in both ingredients and

packaging. The ingredients are made from organic cranberries and coconuts and the
packaging used are plastic bottles. Moreover, the company employs exemplary
standards for sanitary and efficient production.

INNOVATION – The first of its kind, the company offers a product that has not been
introduced to the juice landscape of the Dipolog market. Because of the rarity of
cranberries, and its combination with the flavors of coconut, the product is a fit
candidate to be deemed as an innovation.

SERVICES – Craveberries offers online and delivery services for the ease of its
clients and to control the transmission of the virus.

SPEED - Since Craveberries is based through online transactions, the business

offers a delivery service within Dipolog City. The product delivery depends on the
proximity of the destination which may take up to 15 minutes.

TARGET MARKET
Craveberries’ target market consists of students aged 14 to 21 who live in
Dipolog City. The business aims to generate at least 40% of the ROI within the given
time-frame of selling. The market segmentation is done through demographic
segmentation by people’s age since it targets a specific age bracket, and through
psychographic segmentation since it targets a specific lifestyle.

 TOTAL DEMAND
 The pie chart below shows an 92.6-7.40 distribution. Among 54 respondents,
92.6% (50) are interested, and 7.40% (4) are not. This shows that the product can
become a staple in the market if promoted properly.

Competitors Estimated Number of Units Sold (%)

Customers
Buko Dipolog 165 75
Kurimi Milk Tea Bar 50 25
Dipolog
TOTAL 215 100

There will be changes in the market share to shift considerably in the start of
operations. In Buko Dipolog, from 75 percent of units sold, it will reduce to 50
expectedly while Kurimi Milk Tea Bar Dipolog’s units sold will shift from 25 percent to
20 percent. The remaining 30 percent will be the market share of Craveberries.

Competitors Estimated Numbers of Units Sold (%)

Customers
 Buko Dipolog 100 50
Kurimi Milk Tea Bar 40 20
Dipolog
Craveberries 60* 30
TOTAL 200 100

(*number based on Day 1 & 2 pre-orders combined (100) x 60%)

 MARKET AGGREGATION

Customers will be catered by Craveberries’ management team through the use

of their online services in their social media platforms.

Student 92% Employee 4% Unemployed 2% Self-employed 2%

MARKETING PLAN

 PRODUCT ANALYSIS
 Though several fruit juice products are made and added with artificial flavoring,
Craveberries ensures that no preservatives and artificial flavoring are added in its
drinks. The product is largely based on the flavors and pulps of cranberry, with a
twist of coconut. The product aims to help consumers maintain a healthy lifestyle by
ensuring that its products are natural, nutritious and provide the daily benefits that
one needs.

The materials used in making the products are 100% organic and fresh fruits.
Recyclable bottles are used for the packaging and are designed to be environmental
friendly. In addition, paper bags are used in wrapping for large quantity orders. The
sizes given by the manufacturer are small and large plastic bottles.

The product costs 35 pesos for a solo 350mL drink and 60 pesos for the buy 1
take1 promo.

 MARKETING GOALS AND OBJECTIVES

The company’s SMART goals and objectives include:

By the given curricular time-frame, Craveberries aims to:

• Successfully promote the company through little social media attention, effective
word-of-mouth propagation by customers, and creating a client base through
producing satisfactory service and products.

• Generate at least 40% ROI and sell at least 100 products within the given time-
frame [of the curricular requirement]

• Create an inclusive and productive workplace environment

I. Craveberries will commit all its efforts to implement standardised production

for maximised customer satisfaction, including the following: following a sanitary,
eco-friendly production, developing a unique and innovative flavor for the product
through multiple taste tests from a small, diverse sample, and observing a prompt
response delivery and service.

II. To promote the company, Craveberries will post promotional posters on social
media and will utilize various well-known local personalities to propagate positive
word-of-mouth. The company will not use funds for this activity.

III. To create an inclusive and productive workplace, Craveberries will ensure that
labor and profits are divided evenly among its employees. The company will assign
different specialized fields for its workers to optimize production time.

MARKETING MIX
 Craveberries offers an organic product that is rich in nutritional value. The
business uses good quality materials and observes an exemplary production
method.

MARKETING TOOL

 PRODUCT STRATEGY

Craveberries’ drinks are prepared at home. Made with cranberries and

coconuts, the products’ high vitamin C content helps strengthen the immune system
and its hydrating properties energize the body. As a result, the goods provide
consumers with fitness and well-being.

The strategy is to focus on the niche market which is concerned with health and
wellness.

Craveberries’ logo has a color scheme of muted, luxurious, yet organic-feel

colors. Every color of the logo represents the characteristics of the company. The
muted, dark red represents the star product – the cranberry. Moreover, red is a good
choice of color as it is an eye-catching color and symbolizes luxury, rich flavor, and
sensuality. This choice is influenced by the perception of cranberries as a fruit of
sensuality. The choice for the red color is also personally influenced by the creative
designer’s beliefs. As red is the color of luck and happiness, Craveberries aims to
foretell the same fate for its business. The font also evokes a feel of minimalism and
luxury – cranberries are not endemic in this region, so it may seem as a luxury to
most – but thanks to Craveberries, the masses can taste the flavors of spring at a
budget.

 PRICING STRATEGY

Craveberries' method for market penetration is to attract buyers by offering

budget-friendly prices on goods and services. The business also makes sure that
every peso of the consumer will not go to waste by properly calibrating the servings
to make them satisfied. Pricing starts at only 35 pesos. To further entice customers
to purchase, a buy one take one promo will be executed. The business will also
encourage customers to buy more through building partnerships with charity drives,
in which, a portion of our sales will benefit the poor and needy.

 DISTRIBUTION STRATEGY

Craveberries utilizes direct distribution as the company will deliver its goods to
its customers’ home and products are sold through social media sites such as
Facebook and Instagram. The business will use company vehicles in delivering the
products.

 PROMOTION STRATEGY

Since Craveberries is an operates online, the use of social media is the main
promotional strategy as it is the most efficient way to promote the products. It allows
less time, effort, and is the fastest way to attract new customers. The company will
avoid face-to-face marketing as the company is observing quarantine protocols.