Marketing Plan

A. 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.

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 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 flavors.

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

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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.

● And will be 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.

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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/Instragam – 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.

2. Multiple competitors are expected in the food industry like this.

Supplier Power

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 ● 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

Figure 4 Porter's Five Forces

the market. Therefore, creating distinct different strategies such as

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food quality, good food pricing, better packaging, good partnerships

with suppliers and buyers can be an advantage.

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.

Figure SEQ Figure \* ARABIC 5: Market Segmentation

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.

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 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

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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

important to continue to create an edge through series of

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

improvements of the product’s quality, pricing, and marketing

strategy. By this way, the company maybe able to penetrate the

market.

Marketing Objectives, Strategies, & Implementation Plans

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 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 workout 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.

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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. Figure SEQ Figure \* ARABIC 10 :

iii. Promotions and Bundle Selling – Selling products with

discounts or bundles to attract customers.

3. Marketing Program

● Product

Figure SEQ Figure

Figure 11:\*Barquillos
ARABIC 11: Nutty's
Best Sample
Sample Logo Logo

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 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
Figure SEQ Figure \* ARABIC 12 : Sample Packaging

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.

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

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

3rd 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.

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