Marketing Plan

Prepared by: Leyla B. Malijan

Raquel Bongat
MBAN 1216
Crispy Kangkong Chips
Product
 Market Study
• Major Consumers of the Product
Targeting a market is one among the critical factors in
the marketing strategy of a certain company. Since we are
introducing Crispy Kangkong Chips as snacks, the following are
our expected major customers:

Mass Market/
Followers

Number
of
Early Adopters
customers End of Life

Time
Market Study
✓ Children and Teenagers
Most of the time the children and teenagers are studying
in the school. We can provide sample products for free tasting
together with flyers in the school.
✓ Young adults
We will target colleges and universities for the
promotion of our product. We will also provide sample products
together with flyers for advertisement.
✓ Adults
We need to introduce our product to inform them of the
health value the product has so they will buy and allow their
children to buy also.
Product Definition
Crispy kangkong chips will be available in different packs
at the reasonable prices in which customers may obtain
sufficient health value.

As a healthy food snack, we have a great opportunity in

the market because people tend to look for a different variety
and a different taste. We are offering a unique product with
good quality, excellent taste and at a reasonable price which will
attract the customers.
SWOT Analysis
Product Category

Based from other snacks in the market such as potato

chips and corn chips, we will be having mini packet weighing 40
grams and medium packet weighing 95 grams. Master packing in
cartons will have 48 pieces of mini packs and 24 pieces of
medium packs.
 Packaging

The packaging of our product will have our company’s logo,

product name and weight in front and the substance and its health
value at the back.
Pricing
Based on our price analysis, the selling price for our
Crispy Kangkong Chips will be as follows:

Product Weight Price for each Master Price for

unit Packing Master Pack

Crispy Kangkong 40 grams 12.50 48 pieces 575.00

Chips – Original

Crispy Kangkong 95 grams 28.25 24 pieces 650.00

Chips – Original

Crispy Kangkong 40 grams 12.50 48 pieces 575.00

Chips – Spicy

Crispy Kangkong 95 grams 28.25 24 pieces 650.00

Chips – Spicy
Launch Strategies
• Launch plan
– If product is being announced
• Promotion budget
– Supply back-up material with detailed budget
information for review

Phase 1

Phase 2

Phase 3

Jan Feb Mar Apr May Jun July Sep Oct Nov Dec
Marketing Strategies and
Programs
As part of our initial launching marketing strategy, we
will conduct survey through questionnaires while giving free
samples of the product and emphasizing our mission to inspire
healthier communities by connecting people to real food.

• Pamphlets. Through pamphlets, we will introduce our

product and its health value to consumers. People will also
know our mission, vision and core values.
Marketing Strategies and
Programs
• Discount Package. Under this promotional package, we
will be giving various discounts to distributors, retailers and
consumers in order to attract their attention towards our
product. The discount range in this package will be 2% - 5%
depending on the quantity of sold products.

• Free Scheme. Under this promotional package, we will be

giving free units of the product for large quantities sold in big
packages.
Marketing Strategies and
Programs
• Extra-Benefits Allowance. Under this promotional
package, we are offering various things for the benefit of
retailers and consumers. The following are included in this
package:

✓ Product display stand

✓ Publicity and advertisement material

✓ Display allowances

✓ Discount cards to loyal customers

✓ Extra discount (0.5%-2%)

Marketing Strategies and
Programs
• For distributor or authorized dealer, under Extra Benefits
Allowance, we will provide the following:

✓ All the expenses of carriage ‘til the delivery is in the hands of

distributor

✓ Sufficient stands for the product

✓ Promotional materials as needed

✓ Advertisement expenses

✓ Display allowances

✓ Extra discount (1%-3%) based on huge delivery and repeat

sales orders
Place of Distribution
Crispy Kangkong Chips will be distributed directly to
its customers upon initial launching. Marketing and promotion will
be implemented to penetrate the product into the market. After 2
months of being launched, there will be distributors such as
supermarkets and grocery stores within Sto. Tomas, Tanauan and
Alaminos areas.
Schedule
• Task 1 for initial launching
• Task 2 for the review of feedbacks
• Task 3 for the improvement of the product
• Task 4 for the big distributors (supermarkets)
• Task 1

Task 2

Milestone
Task 3

Task 4

Jan Feb Mar Apr May Jun July Sep Oct Nov Dec
Thank you and God bless us all!