Marketing Plan

Products

1. Product Introduction

The Barquillos Best is a favorite snack food by people of all ages.

The impact comes from the children group, teenagers, and adults. They

love to eat something sweet or something salty and crunchy while

studying, viewing, or having a chat with friends.

Barquillos Best would like to create a healthy and crunchy snack

to everyone’s leisure without the guilt. Products to offer the following

different flavors below:

1.1.1 Chocolate flavor

1.1.2 Creamy natural flavor

1.1.3 Peanuts delight

1.1.4 Cashew bits

The price is very minimal. The 6 pieces pack will be sold at only

Php 5 or one can buy it at Php 1 each at the retail price.

 Figure 1: Sample Packaging and Logo

2. Market Readiness

Barquillos are widely available to the public. In Davao City alone,

barquillos are sold in stores or even on streets. Packed on small plastic

cellophane or pouches in different flavours.

This is when Barquillos Best would like to create a distinctive

difference from other competitors

Figure SEQ Figure \* ARABIC 3 : Mani

offering organic and healthy snacks that

are affordable.

3. Proprietary Position

Barquillos Best – “A Crunch you won’t regret” will protect the name

created by applying for a trademark with the Philippine Government

Republic Act Number 8293, it is an act that prescribes the intellectual

property. To protect the intellectual property rights will also register

trademark rights to the Department of trade and Industry (DTI). And the

company would like to maximize FDA AO 2014-030 regulated wherein

adding “Hygienic, Eco-Friendly” label to catch target markets.

Market Analysis

Macro-Environment - Pest Analysis

1. Political factors

● Barquillos Best will follow the food label processing regulated by

FDA AO 2014-030, with “Hygienic, Eco-Friendly” exposing

products that are organic, healthy, and clean.

● Barquillos Best will secure registration to all regulated by the

government such as DTI, BIR, and to local LGU or barangays.

● Regulated by the BIR under Train Law about the taxation, that

small business would pay corporate tax of 19% from the

generated income. But are exempted if the company is not able

to exceed the minimum sales of Php 250,000.

2. Economic Factor

● Small businesses are “in” this pandemic. As supplies are readily

available on both wet markets and supermarkets.

3. Social Factor

● Lifestyle trends and population of the family - due pandemic

workers are assigned to work-at-home schemes. With this

arrangement families have more time together and have this

kind of snack as leisure food. Great way eating - bonding of the

family or group snacks during group chats.

4. Technological Factor

Online Social Networking sites as a channel of distribution and

marketing strategy:

● Using Facebook/Instagram – product introduction through

social media pages.

● With the use of these social media pages – communication is

made easy and is free.

Industry and Competitive Environment - Porter's Five Forces

1. Threat of New Entrants

 Due to small capital initial investment allows anyone to enter the

food industry.

 Multiple competitors are expected in the food industry like this

2. Supplier Power
  Since it is a starting company searching for a bulk, cheaper with

good quality supply is hard to achieve.

3. Buyer Power

 Since the target market is the public in general, higher price

means losing the market. Thus, monitoring of supply cost is

relevant.

4. Threat of Substitute

 Barquillos are sold anywhere either on streets or even in malls.

 Multiple snack products are in the market right now such as

“Snackers” as a substitute snack.

5. Competitive Rivalry

 Competition is high, since there are small business owners

selling barquillos on wet markets and even on Facebook. Due to

high results for the company, means this is not an easy

business to keep in track. And this requires lots of effort to be

alive in the market. Therefore, creating distinct different

strategies such as food quality, good food pricing, better

packaging, good partnerships with suppliers and buyers can be

an advantage.

Figure 4 Porter's Five Forces

Market Segmentation

Barquillos Best is market segmented according to age, needs and

finance capabilities.

Students – age ranges from 21 yrs. and below, who are in non-
Figure SEQ Figure \* ARABIC 4 Porter's Five Forces

working groups and would enjoy barquillos as their study snacks

that will help them boost their memory.

Workers - age ranges from 21 -30 years old, who are “Young

Professionals”, considered as the sector who enjoys snacks while at

work that provides them nutrients for day-to-day activities.

Mature and Married Adults- ages 31 years old and above and

considered as “adults” who would love to eat snacks while doing

chores. As a snack allowing them to eat without the guilt.

In the diagram that follows it is shown that junk foods occupy 25%

of the market share, 25% for confectionary and 50% for the Barquillos

Best.

It is in the vision of this business that within the period of 3 years

successful operation 50% of the market share will belong to the

Barquillos Best.
 Snackfood Market Share Percentage

Junk Foods Confectionary Barquillos Best

Comparative and

Competitive Analysis

Barquillos Best will be mostly sold online. Multiple potential

competitors are present and are already established in the market.

1. Bongbong’s Finest Delicacies – An established seller

since 1981.

2. Prifood Corporation – A known company to sell

“snackers”.

Since most of the competitors are already established, it is

Figure SEQ Figure \* ARABIC 6 : Nutty Life's Taget Market Profile

important to continue to create an edge through series of improvements

of the product’s quality, pricing, and marketing strategy. By this way,

the company may be able to penetrate the market.

Marketing Objectives, Strategies, & Implementation Plans

 Since business is new in the market advertising will serve as

marketing aid to promote the product and introduce it to the public. The

Barquillos Best will be featured in social media like Facebook page.

When launching the products, flyers as well as leaflets will be distributed

in area where most of the target market are concentrated to ensure that

the existence and availability of the product will be known in the market.

Product sampling will prove very effective. The word-of-mouth

advertisement will also work out well since consumers who have tried the

product will give testimonial statement as to how nutritious, delicious,

and satisfying the product is.

1. Marketing Personnel

To continuously maintain promotions and the success of the

business. Each employee is responsible for the marketing schemes of the

company which are the ff: (1) Product and Price Monitoring, keeping the

competitive price and possibly minimizing the variable cost by having a

good-supplier relationship. Lastly, (2) Sales and Promotion Monitoring,

this is by monitoring total sales and checking if it was able to achieve or

not and monitoring the marketing scheme is feasible and was able to

reach sales from it.

2. Marketing Process

Marketing Sensing – to capture the target market below are

strategies to apply.
 i. Social Network and Viral Marketing – creating posts or story

telling about how the business has been created. How the

products have been made can surely attract

viewers/suppliers/resellers to help boost your company.

ii. Customer Relationship – with the help of Social Media Network’s

reviews and posts of actual buyers’ testimonials to the product

would help future buyers to purchase. This is by maintaining

good rapport with the customers both new and current.

iii. Promotions and Bundle Selling – Selling products with discounts or

bundles to attract customers.

Figure SEQ Figure \* ARABIC 10 :

3. Marketing Program

● Product

Figure 11: Barquillos Best Sample Logo

 Figure SEQ Figure \* ARABIC 11: Nutty's Sample Logo

Barquillos Best offers chocolate, creamy, peanuts delight, and

cashew bits.

Figure 12: Sample Packaging

● Price

To capture the market, lower prices are expected. The 6 pieces

pack will be sold at only Php5 or one can buy it at Php1 each at the retail

price.

● Place of Distribution

Barquillos products are made in Davao and for now no physical

store, but goods will be sold thru Online. Offering free delivery within

business Area and with cheaper Delivery fee within Davao City.

● Promotion

To penetrate the market successfully, these are the initial bundle

promos.
● Initial bundle promo – to introduce the product to the market,

promo bundle such as “Buy 2 pouches and pay 50% on the 3 rd

pouch”.

● Free delivery within business Area - since the company is in

Callawa, the company can shoulder delivery charge within

Callawa Area only

● Meet-up-area – for those who cannot pay delivery charge, the

company will also cater meet-up areas.