STP Strategy

Zialcita Group:
Members:
Zialcita, Adriel Thomas
Rodenas, John Carlo
Tionson, Lance Gabriele
Maullon, Rafael Simon
Ayao, Lloyd Jefferson
Banaag, Kristhan Lexi
Penaflor, Rijannel Charles
Naling, Sebastian

Product: Buko Juice

Product Name: Buko Fresh Shake Juice

Market Segmentation
College Students
White Collar Workers

Blue Collar Workers

 Targeting
Targeted Customer: College Students

Criteria

The selected built-in stands from where our product would be sold are
located at highly commercialized area from where college students are
likely to come, these locations are inside supermarkets and has produce
immense traffic areas. The selected location of stands are near school areas
providing a huge market to sell to. College students provides the biggest
market size due to the amount of universities and schools that is very
attractive to these large commercialized areas they also have the tendency
to stay healthy and keep physical fitness and the stands can provide healthy
buko juice to continue the task of those daily students long school hours.
College Students also provide companionship with their circle of friends,
they are likely to encourage other people to taste the product or would
persuade them to test it out for themselves.

Difference

Blue collar and white collar workers works for long hours and are mostly
dedicated to the occupation that they currently work on, they are also more
inclined to save money due to the fact that most of these blue collar
workers concerns are the quality of living for themselves and their families
and would hesitate to buy refreshments to waste money, white collar
workers on the other hand are strategic in choosing where to spend their
money on, choosing for quantity over quality and would therefore would
not spend countless amount of money for some quality and fresh buko
juice. While they are similar, both segments are different in various aspects
like their statistical economics, white collar workers income is Php 37,304
per month it provides them a strong back bone to spend their money for
themselves and not just for the necessities that they have to pay for, blue
collar workers on the other hand like as said earlier must provide for their
family and would spend most of their income just providing the necessary
necessities for their families. College students on the other hand are unlike
these segments since they usually get their money from their parents or
their self-made owned money
 Targeting

They don't have to deal with bills and necessities to pay for, such as
electricity and water bills. The money they receive from their parents can be
used for themselves and as said earlier they are very concerned about their
health and physical fitness and would inclined to buy buko juice to keep up.
Blue collar workers and white collar workers has necessities and concerns
to take care of due to their families or themselves, but blue collar workers
are more likely to spend it for their families to provide and white collar
workers must provide for themselves and their families. College students
on the other hand does not need any contributions to help with necessities
and is given cash as a way to spend it for themselves.

Money
College students are concerned about the cleanliness of the product they
consumes, our buko juice business prioritizes quality over quantity that
offers a just price for the middle class college students. Even though college
students are a little bit price conscious, this cleanliness concern will be their
outmost priority because they will think the price is justified by the
cleanliness and quality of the product. Buko juice stands that are located in
near the schools or where college students usually hang out or stroll like in
the malls and kiosks are sure to have customers because of the location of
the stands. These places attracts customers and activates their cravings for
a refreshment which is the buko juice. Middle class college student's
allowance allows them to afford our buko juice when they craved because
that allowance is only alloted for their food, drinks and for their personal
needs. Those with single relationship status can especially buy our products
because their allowance are for themselves only because they wont have to
treat anyone except for their friends. Even though college students are
regular switchers on the product loyalty we expect to have college
customer every schooldays during Monday, Tuesday, Wednesday, Thursday
and Friday. So we expect many and different college students customers on
the stands every schooldays.
 Targeting

Accessibility
In terms of accessibility, our stand can surely reach all of the three
segments because of the locations of the stands. College students, Blue
and White collar workers are surely be able to recieve our marketing
strategies and messages. College students have a full accessibility to our
stands because of the locations of the stands. Our buko juice stands have
an eye pleasing and catching logo and a remarkable tagline " Totoong buko
kako ang malalasap mo dito" which means that our buko juice uses fresh
and real buko without artificial flavoring which attracts college students who
are concerned about the cleanliness and prefers quality over quantity. The
number of college students who pass by our stands are many and frequent
because of the school days so we expect that every college student recieves
our marketing strategies and messages and hope to buy our products. Our
buko stands are convenient for these college students because the stalls
are located to their usual hangout places and malls where we can
encounter many college students passing by or hanging out.
 Positioning
Now that we have justified the targeted segments we must position the
company where we know could provide us the highest chance of getting
profits. Due to the demand of a clean and healthy refreshments is required
we must create the two axis that can show us a gap on the market from our
competitors of the selected locations.
No Preservatives

Stocked
Ingredients/
Powdered Fresh

Preservatives

Position Map A.
 With Flavour

No Toppings With Toppings

Natural Flavouring

Position Map B.
 High Quality

Low Price High Price

Low Quality

Position Map C.
 Positioning
Before we position out product let us evaluate the position maps in order
to find if there is a certain gap within our competitors in the selected
locations of our market. If not a gap we could find a deep problem of
untapped demand from people that is factually correct and presents us still
with a large market.

Position Map A
In position map A we based the map on how much preservatives are used
and how fresh the ingredients to make these refreshments or beverages.
We found out that most companies that sell in high commercialized market
uses powdered or stocked ingredients, this is quite true to save cost
structure in the ingredients and to avoid under selling the ingredients. It is a
good way of saving money but an inefficient way to produce the product
since it can produce countless of health issues but there is an easy way to
find a solution for these production of health issues by just simply
refrigerating it or changing the inventory as soon as possible. Companies
like zagu and milktea shops are plentiful in commercialized areas but most
powdered beverages pose a threat to someone's health. Lemonade stands
are mostly better when the lemonades are fresh and not stocked since the
flavor of lemonade can only last for 24 hours in this case the lemonade
used should be freshed. With our evaluation in position map A we found
that our position should be fresh like 'Chingu Buko House' but add a little
bit of preservative to tap in the demand for fresh and healthy buko juice.
Now college students would want a healthy and clean buko juice and in our
stands could provide that necessary needs of a buko that is not full of
preservatives and is fresh .

Position Map B
Our product consist of an option to add tapioca pearls or sago in the buko
juice to further enhance the flavor. In this position map we found out that
there are countless of flavoured drinks with toppings in it such as milktea
and zagu shakes. The demand for flavoured tapioca pearl drinks are
immense but it is certainly not healthy due to the high amount of sugar that
flavouring can produce and we also have to consider the tapioca pearls that
is made with sugar can lead to countless of health issues. Fruitas and Buko
Juan provides drinks with flavours but with no toppings, and there are still
plentiful of beverages stands that provide these but most of them
transitioned into putting toppings in it.
 Positioning

Due to this position map we would position our product with toppings but
with a more natural flavoring to the beverage to provide a clean and healthy
way of drinking these buko juice, however we would still add flavoring if the
customer require it to do so, which is why there is an option to change the
sugar level whenever necessary but the standard sugar level is only about
10% to maintain that 90% healthy and fresh buko. College Students would
be looking for the stands if they want an experience of tapioca pearls in
buko juices, clearly healthy and fresh to keep them away from countless
stress from school.

Position Map C
As expected with these kind of position map, we expected a diagonal
rectangular area of supply-demand relationship. However this map does
not present us a gap since our buko juice and other products would be
high quality due to its freshness and extraction method that is very healthy
and extracted the flavor thoroughly. Although college students are very
price aware the quality of the buko juice is sure to encourage them to buy.
It is in high price but its health benefits are one of the reason that it is a
worth purchase for the amount of money they have. We will position our
product as high quality and a reasonable price to purchase, reasonable not
only for its extraction process or its toppings but because of the health
benefits that it present for college students to provide them a clean and
healthy beverage that they can surely trust.