Professional Documents
Culture Documents
Chapter 5
Marketing Plan
This chapter will establish and integrate all its sales effort and marketing
Marketing Environment
Target Market
The company's target market are the residents of barangay Molino I-IV.
Since the survey was conducted in these barangays in Molino, Bacoor, Cavite. If
we would base on the socio economic classes, our main target would be the
skilled both blue and white collar workers. The company tries to keep the selling
price “friendly” that focuses on the upper class, middle class, lower middle and
even the last class listed in the socio economic classes. We want to reach out to
every worker out there. This is the company’s long term goal. For now, the
company would like to focus on barangays Molino I-IV. We mainly target those
employees who have hectic schedules. The company also would like to pursue
this venture based on the results of the survey which is very promising to the
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company and every expectation from the survey was achieved, that is why the
Market Study
how the research was made, the data gathering procedure and the statistical
technique.
their food.
the onigiri.
6. To gather data that would allow further improvements for the product.
Research design
more competitive product by assessing the business value of the entire Molino I-
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IV, Bacoor, Cavite market by assessing a good number of respondents who can
represent each of the markets in order to classify the acceptability and profitability
product.
Research Methodology
media that focus on Molino I-IV, Bacoor, Cavite area by using data collection and
content analysis that result in a report on the variations and differences of the
respondents' preferences.
The researchers used the population of Molino I, II, III, and IV, Bacoor,
Cavite as our population size. Molino I-IV has a population size of 163,215 and
out of this population size, the sample size of 383 was selected but we are able to
cater 442 respondents that provide us a stronger basis that has a margin of error of
Research Instrument
To get the appropriate data needed, the researcher will have a survey
questionnaire with fifteen questions with six (6) parts that becomes the tool for
our data gathering. The survey questionnaire contained data such as: Daily
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purchase the product, evaluation of the proposed product, price preferences, and
suggestions for improvement etc. Starting from question 1 to 3, the questions will
ask for the profile of the respondents specifically their names, gender, and age.
For question 4, it is a tool for us to determine the level of allowance per day from
our objectives of the study. For question 5-8, it will determine the familiarity of
our product within the market. For question 9-12, it will determine the evaluation
determine the respondent’s willingness to buy the product and the evaluation of
the respondents for the ideal price preferences for our proposal. Lastly, for
question 15, it will determine the respondent’s suggestions for the possible
improvement of our proposal that becomes our basis for the concept to be
improved.
answer our survey, we have tried sending our survey request during peak response
times, specifically Thursday and Friday. We have acquired all of the data in
different social platforms wherein we send out the survey links in social platforms
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qualitative data wherein we have summarized and gathered the data’s percentage
and insights from the data set that includes numbers, statistics, characteristics, and
ideas.
which increases about 15%. Since the population data in Molino I-IV that we
have gathered is only the population size in 2015, we multiplied it to 15% which
to have the 2021 Molino I-IV approximate population size that results to 163,215.
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For the first question in our survey, Out of 442 respondents. 40.3% or 178
respondents are males and 59.7% or 264 respondents are females which concludes
that we have cater more female respondents than males in Molino I-IV, Bacoor,
Cavite area.
Age Bracket
Lowest 10 Years Old
Highest 73 Years Old
For the second question in our survey, Out of 441 respondents. We have
specified age bracket, here is the list of age of our respondents: 10, 12, 13, 14, 15,
16, 17, 18 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 30, 32, 33, 34, 35, 36, 38, 39,
40, 41, 42, 44, 43, 45, 46, 47, 49, 50, 51, 52, 55, 57, 58, 59, 68, 69, 70, 73.
respondent’s allowance bracket starting from 20 pesos which is the lowest day
allowance of our respondents and the highest which is 5,000 pesos. In a specified
respondents allowance bracket, here is the list of the allowances: 20, 40, 50, 70,
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80, 90, 100, 120, 130, 150, 155, 160, 180, 200, 250, 300, 350, 400, 450, 490, 500,
537, 590, 600, 650, 610, 800, 850, 1,000, 2,000, 2,500, 3,000, 3,500, 4,000, 5,000.
Since the question is answered by an answer text, we are not able to tally the
respondent’s allowance or any graph that would finalize the statistics. But as we
observe, majority of the respondent’s allowance per day is 500 pesos which is an
advantage for the team since we have a price advantage considering that our
product is only below 50 pesos. In short, customers can purchase our product
For the fourth question in our survey. Out of 442 respondents, 64.7% or
286 respondents have an idea about the product. While 29.4% or 130 respondents
does not have an idea about Japanese Onigiri. Lastly, 5.9% or 26 respondents are
not sure about the product. It concludes that majority of our respondents have
already heard about Japanese Onigiri wherein they have already an idea about the
product’s features.
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YES 41.2%
NO 58.8%
For the fifth question in our survey, 442 respondents have answered the
question wherein 58.8% or 260 respondents answered “Yes” and 58.8% or 182
respondents answered “No”. The data concludes that we need to improve our
already eaten Japanese Onigiri and it is possible that they have purchased it to our
potential competitor.
Table 27. If yes, where did you encounter the product that is similar to our
product proposal?
For the sixth question in our survey, Out of 318 respondents. 52.7% or 166
encounter the product that is similar to our product proposal. While 33% or 104
competitor specifically 7/11, Family Mart, Lawsons, and Local Korean Store.
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Lastly, 14.3% or 45 respondents encounter the product in different stores such as,
For the seventh question in our survey, Out of 292 respondents. 10.3% or
have eaten Japanese Onigiri twice a week. 6.5% or 19 respondents have eaten
Japanese Onigiri thrice a week. Lastly, 77.4% or 226 respondents have eaten
Japanese Onigiri sometimes. The data concludes that Japanese Onigiri is not an
essential or a daily food to everyone. We have to make sure that our product
our product and convince potential customers to buy it by using different types of
business promotion.
Table 29. In our proposal, the fillings inside the onigiri are going to be Filipino
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For the eight question in our survey, Out of 442 respondents. 23.3% or
Barbeque” Fillings. The data concludes that the least fillings that we need to
produce in the pre-made process is “Pork Tocino” in order for the ingredients to
especially “Adobo Flakes”, “Pork Tapa”, and “Pork Barbeque” since majority of
Table 30. What fillings would you prefer to mix on the rice?
For the ninth question in our survey, Out of 442 respondents. 26.7% or
118 respondents select “Garlic Sprinkles” as their preferred fillings. 27.6% or 122
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Table 31. What dips would you prefer to put inside of the onigiri together with the
fillings?
For the tenth question in our survey, Out of 442 respondents. 22.9% or
101 respondents choose “Tuna Mayo” as their preferred dips in their Japanese
Table 32. In our product proposal, what shape would you prefer in our product
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For the eleventh question in our survey, Out of 442 respondents. 56.8% or
choose “Cylindrical” shape. The data collected shows that more than half of the
respondents chooses standard triangle. Since our product is made in actual order,
Table 33. If you encountered our product, would you consider buying it?
For the twelve question in our survey, Out of 442 respondents. 76.9% or
340 respondents voted “Yes” wherein they are considering buying our proposed
product. 1.1% or 5 respondents voted “No” wherein they are not considering
“Possibly” wherein the respondents are not sure if they going to buy our proposed
product. It concludes that the team must able to highlight the advantages of our
product and to emphasize that our product is better and cheaper than our potential
competitors in order to cater the 21.9% respondents who voted “Possibly” and the
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Table 34. How much are you willing to pay in our product?
For the last question in our survey, Out of 442 respondents. 34.8% or 154
respondents have chosen “55”. 19% or 84 respondents have chosen “65”. 15.2%
“80 above”. The data show that even though majority have chosen “45” pesos as
our product price, we still have a higher mark-up value since the average
production cost of our onigiri is around 19.29 pesos. The fillings, sauces, and
packaging are not yet included in the average price. If fillings, sauces, and
packaging are combined, the fillings average cost is 3.80, the sauces average cost
is 2.68 and packaging average cost is 3.35 which leads to a total of 29.12 pesos
with a mark-up of 15.88 pesos if the product price is “45” pesos. The “45” pesos
range is also our competitive edge to our potential competitors since our
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Marketing Strategies
Product
Noypigiri offers a variety of flavors that is not currently common in the market.
The flavors of the onigiri is popluar filipino ‘ulam’ that is used as fillings in the
product. These fillings are: Pork Tapa, Pork Tocino, Sizzling Sisig, Adobo Flakes,
and Pork Barbeque”. The product is customizable wherein customers can choose
their rice, fillings, and sauce flavors according to their preferred choice. In short,
our product is made to order. This is one of our edge since most standard onigiri
serious action in terms of packaging design since packaging can play a vital role
in product sales and boost our brand. The team also want to improve the product’s
Place
selected the location because one of our team has a business in the location and it
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consists of different types of socio economic classes which would be our target
market. The range of the location composed of more subdivision but we would
for us to create a store beside it since the building itself is a storefront commercial
our market is high considering that the commercial business is already well
known within its location. The location is also our advantage because all of the
team lives within Molino IV, Bacoor, Cavite that enables the team to meet. The
location also has a lot of trade channels wherein we can have different options of
getting our supply chain partners such as wholesalers and retailers by finding the
right contact and ask to work with them that fits in our business to be able for us
to reduced issues with availability, quality and delays in supply. Lastly, to the
competitors that is within the range of the location. Our public relations manager
would try to monitor the way the competitors do business specifically the new
products that they are developing, how they charge prices, how they distribute and
deliver their products, their media activities and such. By assessing their business,
the team are going to adopt the competitors’ business to be applied to ours and
make improvements out of it that will make our products, services and marketing
stand out.
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Price
satisfaction. The team has decided with a price of 45 pesos that is attractive to
consumers while still turning an acceptable profit for our company. We will use
consumers. Our price is our competitive edge to our competitors since our
competitors has a price range higher than our price. The team chooses competitive
important element for the product pricing. Once the product is part of a mature
market, and fighting with a relatively high number of substitutes and competitors,
the pricing actions of our competitors could well be a factor driving to our profit.
Promotion
proprietors to directly communicate with the target market. Second, the company
Ads and Instagram short videos and photos. We will be also handing out printed
ads such as flyers and posters that will be put on public places to make the
business and the product itself familiar to the public to acquire more brand
recognition. Third, we will have high aesthetic photos in our website, arguably the
very best way to promote our restaurant online is with high-quality, drool-
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inducing photos. Visual content is in high demand online these days, and having
delicious looking photos on your website and across various social media outlets
is essential for drawing hungry eye. We will hire people with the profession of
photography and such. Fourth, we will conduct meetings with potential investors,
and we will also pitch the goal of our business to our potential investors to make
those potential investors help us in building the reputation of our business. Fifth,
where every new customer gets a card where it said that if you bring a friend or
anyone you know you would get something free from the menu be it an appetizer
or an entrée. Sixth, we will be partner of delivery services for like Food panda and
Grab Philippines. Lastly, we will do house to house product selling and brochure
within the business perimeter and last, we will attend food park events to gain
Sales Projections
On the Go, Co. will base its sales projections in months, the company
projects that in a span of 6 months upon start of operations that the company
would sell an average estimate of 100 units per day, and 3,000 units per month. In
total if we want to know how much we sell in 6 months the total units would be
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With our selling price of PHP 45 per Noypigiri sold, we are looking at a total sale
of PHP810,000 in 18,000 units sold, while the production cost of our product is at
an average PHP19.29 per unit we are looking at a COGS of PHP 347,220, with a
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