Republic of the Philippines

Department of Education
Region 02(Cagayan Valley)
ROXAS STAND ALONE SENIOR HIGH SCHOOL
San Antonio, Roxas, Isabela 3320

SCD SNACK PLACE

A Marketing paper
Submitted in Partial Fulfillment of the Requirement for
Principles of Marketing

Submitted by:
Novelia L. Santiago
Gilbert N. Cezar
Red Esper Kaye D. Luzano
Leilen Crisologo
Rhea Mae S. Lopez
Eddiel Abrahm C. Abanilla
Pia Y. Eugenio
Raymund Revilla
Crystal Importante

Submitted to:
Ma’am Christine Kay Salazar Cauilan
 TABLE OF CONTENTS
Marketing Research
I. Excutive Summary
A. The Vision and Mission Statement
B. The Company Information
 Business Location
 Positions and Their Duties/Responsibilities
C. Product/Service
II. Situation Analysis
A. Market Summary
a. Industry Description
a.1. Market Demographics
1. Target Market
2. Distinguishing Characteristics
3. Behavior Factor
4. Size of the Target Market
a.2. Market Needs
B. SWOT Analysis
C. Competition
D. Key to Success
E. Critical Issues
III. Marketing Strategy
A. Channel of Distribution
B. Communication Strategy
C. Marketing P’s
 Product
 Price
 Place
 Promottion
IV. Expense Forecast
 MARKETING RESEARCH

I. EXECUTIVE SUMMARY

A.THE VISION AND MISION STATEMENT

MISSION:
“Dedicated in serving a great tasting food, bringing the joy of eating to everyone, to
satisfy the needs and wants of the people who will buy our products, and to create a
healthier variety of snack that will benefit everyone.”

As our mission statement convey a healthier variety of snack is what we have

really in mind. Nowadays people choose an artificially made food product that has
less healthy nutritional content over the conventional foods that is said to be “good for
our health”. SCD SNACK PLACE promote a healthy and convenient way of eating
by introducing our original version of Squashy CheeseDog to the consumers. With
our business it will not just benefits the consumer health with the nutrient content they
can get when they consume our product but also helps the Filipino farming of squash
in the country as well.

VISSION
“We will be the most valued business partner to all of our customers”

As our vision statement conveys, we can see our business as a valued partner
because we continuously ensuring that each customer receives a friendly and
courteous service. Providing at a fair price of the product we offer, nutritious and well
prepared product using only quality ingredients. As a new business in the market we
attempt to achieve the customers’ satisfaction to the product produced by the
business. We will be continuously improving our business to make it a very
successful.

B.THE COMPANY INFORMATION

From the different points of view and information coming from the members
of the group we came up with the idea to create a company and a business that will
be named “SCD SNACK PLACE”. The name itself was derived from the name of the
product it will offer. The business offers an alternative way of serving traditional
Filipino “merienda” to satisfy the market’s demands for healthy and nutritious food.
Our business was form after a long week of planning, organizing and finalizing dating
from January 30, 2020 to March 08, 2020. The “SCD SNACK PLACE” is a
partnership type of business wherein two or more persons bind themselves to
contribute money, property, or industry to a common fund with the intention of
dividing the profits among themselves.
 The table below shows the names of the proponent of the business including
their addresses. As you can see there are 3 that came from San Rafael, Roxas, Isabela,
2 from Rizal, Roxas Isabela, 1 from Nuesa, Roxas, Isabela, 1 from Bantug Roxas
Isabela, 1 from Nueva Era, San Manuel, Isabela and lastly 1 from Mabini, Gamu,
Isabela. It also shows the percentage of ownership of each proponent in the business
arranging from highest to lowest.

PROPONENTS ADDRESS PERCENTAGE OF

OWNERSHIP
Novelia L. Santiago Mabini, Gamu, Isabela 18%
Gilbert N. Cezar San Rafael, Roxas, Isabela 16%
Red Esper Kaye D. Luzano Rizal, Roxas, Isabela 15%
Leilen Crisologo San Rafael, Roxas, Isabela 13%
Rhea Mae S. Lopez San Rafael, Roxas, Isabela 13%
Eddiel Abrahm C. Abanilla Rizal, Roxas, Isabela 7%
Pia Y. Eugenio Nuesa, Roxas, Isabela 6%
Raymund V. Revilla Bantug, Roxas, Isabela 6%
Crystal Importante Nueva Era, San Manuel, 6%
Isabela

BUSINESS LOCATION
Our business is located at Rizal, Roxas, Isabela along Food court. We chose
this location because it is the center of snack place within the area.

Figure SCD SNACKPLACE

POSITIONS AND THEIR DUTIES/ RESPONSINILITIES
NOVELIA L. SANTIAGO (Manager)
 Overseas daily production
 Assigning employee tasks
 Keeps facility running and clean
 Responsible for planning, organizing, directing and controlling all the
employees of the business as well its relationship to each other.
 Responsible in checking sales records
RED ESPER KAYE D. LUZANO (Assistant Manager)
 Support the manager in the daily responsibilities required to keep a business
running smoothly
 Direct employees and ensure that work is being completed in a timely and
effective manner
 Schedule and manage employees in daily task
 Develop strategies for better workplace efficiency and goal achievement
 Manage purchasing, inventory and maintenance of the business.
GILBERT N. CEZAR (Head cook)
 Calculate raw materials/ ingredients and efficiently maintain stock levels to
meet product production requirements
 Ensure quality control during and after production including maintenance of
hygiene standards and accurate pack weights of the product
 He is responsible in producing or cooking the product to make it available for
sale
 Supervise and train the assistant cook to efficiently and safety produce
product.

LEILEN CRISOLOGO (Assistant cook)

 Provide support to head cook
 Responsible for maintaining supplies
 Responsible for handling leftovers
 Responsible for preparing the ingredients needed
 Responsible for cleaning the kitchen, keeping utensils organized and plating
dishes
RHEA MAE S. LOPEZ (Cashier)
 Responsible for keeping records of sales
 Responsible in managing the cash
 Responsible in cash deposits
 Responsible for monthly report of income
 Responsible in collecting receivables and payrolls
EDDIEL ABRAHM C. ABANILLA (Delivery man)
 Deliver the product to clients in safe and timely manner
  He is responsible for reviewing orders before and after delivery to ensure that
orders are complete and the charges are correct
 Accepting payments for delivered products
 Reports about the delivery transaction
PIA Y. EUGENIO & RAYMUND V. REVILLA (Waitress & Waiter)
 Taking customer orders and serving food and drinks
 Making menu recommendation
 Entertaining customers
CRYSTAL IMPORTANTE (Dishwasher)
 Ensuring the availability of clean dishes by washing all the used kitchen
utensils
 Sweeping and mapping floors especially in areas with spilled water to avoid
accident
 Taking out trash

C. PRODUCT/ SERVICE
Product is anything that can be offered to a market for consumption that might
satisfy a want or need. SCD Company is in specialization in producing our product,
namely Squashy Cheesedog. It was made with vegetable squash which is high in
Vitamin A, hotdog and cheese. These materials or ingredients can all be found in our
environment. From land itself it is available that let the producers to gather desired
material or ingredients needed in a simpler way. Squashy Cheesedog is delicious as
well as healthy for customer and this type of food could be easily eaten that are hassle
free when managing their time. The main ingredient for our product are squash and
egg that is rich in protein and a good source of energy for everyday work. Our product
has its special ingredient that will give our consumers nutrition that their body needed.
It is also cheap that can afford easily by our consumers.
 II.SITUATION ANALYSIS

A. MARKET SUMMARY

a. INDUSTRY DESCRIPTION
SCD SNACK PLACE as a new built business make Squashy Cheesedog as
our main product which aims to substitute processed foods in the taste of every
Filipino. As experienced in the recent years, demand for healthier product is
continually increasing due to factors which include unhealthy and changing lifestyle.
The trend of health and wellness shift the demand to go upward because a lot of
people choose to go to healthy lifestyle. Our industry would want to introduce
“squashy cheesedog” in the market because our group envisioned putting up a store
highlighting healthy product for the consumers. SCD SNACK PLACE will not just
serve as a snack place where everyone can have their snack anytime they want
instead, it will also serve as distributor who will supply products to its target
retailers. The major customer groups in our industry are the health conscious
individuals were in they can be teenagers, young adults and even adults.

a.1 MARKET DEMOGRAPHICS

1. TARGET MARKET
Our target market are those individuals who are health conscious in
consuming their snacks from ages 14-80 years old. The target market spending
capacity is around Php. 100 to Php. 200 per day. Our goal is to provide satisfaction and
good relationship to the customer. We aim to bring the best services to the customer
that will satisfy to their needs and wants.

2.DISTINGUISHING CHARACTERISTICS
Every consumer always wants to get the most benefits in consuming a
product. Our business offers a healthy snack that will satisfied our potential customers
with their needs and wants. Our market can give them a healthy way of having their
snack with its affordable cost.

3. BEHAVIOR FACTOR
There are many risk inherent in a business and one of those are the behavioral
factor in consuming the product. The most risk is the customers changing taste. Of
course customers taste often changes as they wanted to try something new that suits
their flavor. Our market will continuously improve to cope up with our customer
changing taste and preference. Our target customers are the health conscious
individual so the product they will consume are those that will benefit their health and
our business can offer those kind of product. We consider their level of needs and w
ants and that it is a healthy snack that will give them enjoyment and hassle free while
consuming.

4.SIZE OF THE TARGET MARKET

Being a new face, SDC SANCK PLACE size of the target market will
tentatively cover the 50% of the total population of each target customers from Rizal,
Roxas, Isabela. It means that from the total population of teenagers in the are we will
cover the 50% as our target market same for young adults and adults. SDC SNACK
PLACE will also serve as a distributor and our target retailers are at least 5 stores
within Roxas, Isabela

a.2 MARKET NEEDS

SCD SNACK PLACE is providing its customers with a high quality and
healthy snack that are unique and pleasing in presentation. We provide options.
Customer needs options when they’re getting ready to purchase from the market. We
offer a variety of product, subscription and payment options to provide that freedom
of choice. We provide information to our customer from the moment they start
interacting with our business to the time after making a purchase. We are open for
suggestions from our customers. Our product has a good quality because the
ingredients needed are effectively and carefully chose,

b. SWOT ANALYSIS
STRENGHTS WEAKNESS

 Original product  Too much existing competitors

 Affordable product
OPPORTUNITIES
 Business may become bigger
 Possibility of adding products
 Possibility of adding variety of
flavors to the product
 Lack of personnel popularity
 Employees are not that close to each
other
THREATS
 Entry of new competitors
 Weather
 Consumer taste and preference

STRENGHTS
Original product
-our product is originated from us and it is surely new and unique if we offer this to
the market.
Affordable product
- In setting up our prices, our company consider things that makes our customer
favor and give loyalty to our products.

WEAKNESS
Too much existing competitors
-Being a new face in the market it is really a pain in the neck to cope up with the
existing competitors that is why we need to come up with the unique idea to market
our business to our customers that others do not have.
Lack of personal popularity
-We will promote our product through the use of social media tools like Facebook
to gain brand awareness. We will post and distribute flyers also.
Employees are not that close to each other
- We will be planning a two day gathering. Within that two days we will do some
activities that will be helpful to know each other and to have a productive
employee- relationships. We will build a productive manpower to make our
business productive as well.

OPPORTUNITIES
Business may become bigger
-We plan to put a lot of branches of our business to different places outside Roxas.
Possibility of adding products
-We are open to new suggestions and that way we can get new ideas to create
another product that we could offer in our business.
Possibility of adding variety of flavors to our product
-We can add other flavors of our product depending on the taste preference of our
customers.

THREATS

Entry of new competitors

-We will continue to find ways to make our business maintain its appearance in
the market so that it will not be behind if new competitors enter.
Weather
-It is a natural competitor, we will make sure our can stand in different weather
before and after consumption.
Consumer taste and preference
-We will give great focus on this situation, we will always consider their wants and
needs.

c. COMPETITION
Businesses exist in a competitive environment. Food stalls that selling
different snacks such as street foods, tokong, chicken skin, empanada, siomai are in
 fierce competition with our product. They provide the best possible value for
money, high quality, appetizing and offer the most suitable range products for their
customers. They are really noteworthy about their profit and customer satisfaction,
but not into making the community health wise. The fact that the value of their
product is really affordable yet it consists only a few of nutrients that our body
need is somewhat deceiving ourselves.
On the other hand, our product with the main ingredient of vegetable squash
are obliging our body in handling out nutrients that keep us going. People
nowadays are health conscious, and consumer today are aware of their health. As
concerned individuals our business offers Squashy Cheesedog that are good and
healthy to our body.

d. KEY TO SUCCESS
The business plan to execute a broader marketing strategy, not simply to build
name recognition and awareness but also to build deeper relationships with the
target customers whom we believe that will help promote the brand. To reach the
target customer group, we will use the following marketing methods: store
sampling/ free tasting of product, flyers and with the use of social media tools such
as Facebook. Expect the business to increase social media impressions as they
strive to build deeper relationships with their customers. We believe marketing
represents an opportunity to create additional competitive advantage and brand
awareness.

e. CRITICAL ISSUES
Every business sees its share of problems. These critical issues are common
and can be overcome with time and diligence. The factors or issues that our
business will be focusing includes financial, customer and technology. Money is
one of the reasons in starting a business. Finding initial funding is a challenge, but
a bigger issue for many businesses is maintaining cash flow. Our business needs to
find customers and then keep those customers. We will consider the area with
which our business is struggling and try to get to the root of the problem. Another,
technology is constantly changing and that brings new vulnerabilities to businesses
we should focus on that.

III. MARKETING STRATEGY

A. CHANNEL OF DISTRIBUTION STRATEGY

We will be using direct level and one level channel of distribution because SCD
SNACK PLACE will not just serve as snack place where in it uses direct selling to
the consumers but, it also serves as producer wherein it sells the goods to target
retailers within the area of Roxas, Isabela who in turn sell the goods to the
consumers.

B. COMMUNICATION STRATEGY
 SCD SNACK PLACE uses free taste, social media tools like Facebook and print
ads as our communication strategy and even personal selling. The key objectives of
this, are for our customers to know what is the type of product that we are selling. In
that way we will gain their trust in buying our product and to let them know the
benefits that our product could offer. By the use of personal selling with our
customer we may be able to introduce the different advantages of our product.

C. MARKETING P’s

1. PRODUCT
Squashy Cheesedog is the name our product that will we available for sale in
affordable amounts that persuade everyone to choose this product because it aims
are healthy consumers. It is surely new in the market. Maybe some are doing
“okoy” in their houses as a meal but our product has its unique style of okoy that
will be available in the market. It is made up of the combination of squash as the
main ingredients, eggs, flour, salt, pepper as the minor component, cheese and
hotdog that will serve as the filling. Squash is a vegetable which is an excellent
source of Vitamin B functions such as energy production and red blood cells. The
shots and flowers contain calcium, phosphorus and iron. The fruit contains calcium
and Vitamin A which is important for growth and development, for the maintenance
of the immune system and good vision. The egg is rich in protein and a good source
of energy for everyday work. Consuming our product will give you a good benefit.

Packaging of our product plays an important role as a medium in the marketing

mix, in promoting campaigns, as a pricing criterion, in defining the character of new
products, and as an instrument to create brand identity. Having an attractive design
is a must.
The SQUASHY BOX- a take home box that is where the product will be pack.
An eco-friendly packaging and promotes a greener nation.
The SQUASHYT BAG- for take- out purchase of the product. Promoting a
greener lifestyle and preventing environmental hazards that can destroy the
environment

Packaging
 Product logo
2. PRICE
Price is the one which determines how the product satisfy your consumers. It is not
enough to set high price just to gain higher profit. In setting up our prices, our
company consider things that makes our customer favor and give loyalty to our
products. Through cost based pricing wherein the price was based on the perception
of the value of the customers. It means that because we have indirect competitors
we should set price lower than them. Having a lesser value than competitors would
make our customers choose our product as our objective shows, we want to attain
good feedback from our customers. By the summations of all the cost, the company
will sell the product at the amount of PHP 85 for Minnie Snack and Lunch with
drinks and PHP 150 for the combo snack with drink.
LIST PRICE PRODUCT DESCRIPTION
PHP 85 Minnie Snack 6pcs. w/ drinks
PHP 85 Lunch 5pcs. w/ rice & drinks
PHP 85 Combo Snack 12pcs. w/ drinks

The company decided that in our first two weeks we will be giving discounts
to our customers. Less php 5 in every order. In every php 500 worth of purchase
from a particular consumer on the store will get a 2% discount. For our retailer we
will be increasing the price for about php 2 and the payment terms can be Cash on
Delivery.
The listed prices may change depending on how the market price of the main
ingredients is. Any change of the price of the product will be taken into
consideration to the factor that measures the consumers, capabilities to purchase the
product.

3. PLACE
Our business is located at Rizal, Roxas, Isabela along Food court. We chose this
location because it is the center of snack place within the area.

Figure SCD SNACKPLACE

 4. PROMOTIONS
SCD SNACK PLACE uses free taste to show how great the product is,
social media tools like Facebook and print ads like flyers as our promotion. In that
way we will gain their trust in buying our product and to let them know the benefits
that our product could offer. Using Facebook has a great impact because it a
widespread and popular.

FLYERS
 1V. EXPENSE FORECAST
This chapter discusses the financial aspects of the business. This covers the business
performance in terms of the total amount of expenses it will cover.
PURCHASE OF RAW MATERIALS
ITEM QUANTITY PER UNIT PRICE PER TOTAL COST
PRODUCTION QUANTITY (PHP)
(daily) (PHP)
Squash 5pcs. 35 250
Flour 3 kg 50 105
Egg 1 84 126
1 dozen
2
Hotdog 2 packs 65 130
Cheese 3packs 55 165
Oil 1.5 ml 17 95
Salt 25 grams 10 35
Pepper 1pack 12 12
Total expenses for purchasing raw materials daily PHP 918. 00

- The amount shown in

SALARIES AND WAGES
the table are the
POSITION PHP PER MONTH
tentative amount of
MANAGER 6,000
salary that the
ASST. MANAGER 5,500
employees will receive.
HEAD COOK 5,000
ASST. COOK 4,000 Changes may vary in
CASHIER 3,500 the amount of salary
DELIVERY BOY 3,000 depending on the
WAITER 2,000 business performance
WAITRESS 2,000
DISHWASHER 2,000
Total amount of salaries expense per month PHP 33, 000

PACKAGING
ITEM QUANTITY PRICE (php) MONTHLY
Paper Bag 50 60 3,000
Box 100 10 1,000
Total Expense for packaging per month PHP 4, 000
 PROMOTIONAL EXPENSES
COST (PHP) # OF MONTHS ANNUAL COST
(PHP)
Free taste 1, 500 Introduction of 1, 500
the product
Flyers 250 12 3,000
TOTAL EXPENSE 4, 500