GROUP MEMBERS

Amaba, Charlene
Bascon, Jane Ray-Anne Camille
Capoquian, Clara
Galero, Rosanie

KAHARIAM FARMS Juego, Ramzen John

Ong, Danna Marie
Ortiguesa, Sheen Justine

MARKETING PLAN Pazo, Jessanie

Penarroyo, Ivan
Saulog, Merill Jane

TOUR 75 - TOURISM AND HOSPITALITY MARKETING INSTRUCTOR

Mrs. Fhely Fidel-Agustin

I. EXECUTIVE The name “Kahariam” was created by
taking a syllable from the farm owner’s
SUMMARY children: KAHLIL, HANNA, RIA and
HYRAM. The farm was just for personal
consumption of the family due to their
interest in clean food. But this
passionate hobby of farming has now
become a full-fledged certified organic
farm that aims to share the importance
of eating right through organic food
while taking care of the environment
through organic farming practices.
 MARKET
Agritourism concept is a
combining aspect of the
OVERVIEW
tourism and agriculture industries
toprovide a number of financial,
Agritourism also provides communities
educational, and social benefits
with the potential to increase their local
to tourists, producers,
tax bases and new employment
and communities. Agritourism
opportunities. Additionally, agritourism
gives producers an opportunity to
provides educational opportunities to
generate additional the public, helps to preserve agricultural
income and an avenue for direct lands, and allows states to develop
marketing to consumers. It business enterprises. While agritourism
enhances the tourism may create new potential revenue
industry by increasing the volume streams, it also presents new legal issues
of visitors to an area and the for farmers and landowners.
length of their stay.
 MARKETING
OBJECTIVES OBJECTIVES
Kahariam Farm will not be established solely for the purpose of gaining profit.
Marketing strategies that will be implemented will be aligned with the following
objectives:

1. To promote Kahariam Farm as a tourist

attraction and to be the hub of
Batanggas Province Agricultural Tourism. 4. To be not just an agricultural farm to be
remembered, but a leading destination
2. To be listed in the province of Batanggas for relaxation and adventure.
as a manufacturer of premium organic
farm products.
5. To have an affordable venue for travelers to
spend their spare time observing
3. To encourage the younger generation
rural life and making harmony with nature.
from urban areas to take part in college
agriculture courses.
 II. BACKGROUND ANALYSIS
NAME: KAHARIAM FARM

LOCATION: BRGY. ADYA, LIPA – IBAAN RD, LIPA, BATANGAS

VISION AND MISSION STATEMENT: “WE PROMOTE ECO-FRIENDLY WAYS OF PRODUCING

OUR OWN FOOD WITH MINIMAL COST; EDUCATING STUDENTS ON THE IMPORTANCE AND
BENEFITS OF HAVING CLEAN, PESTICIDE FREE VEGETABLES, AND A HEALTHY LIFESTYLE.”

OWNERS: MANUEL BAGATSING

PRODUCT AND/OR SERVICES: BLACK SOLDIER FLIES, VERMICAST, ANC WORMS-,

ORGANIC NATIVE PIGS, ORGANIC NATIVE PIGS AN AGRICULTURAL COURSES
III. CURRENT MARKETING ANALYSIS

PRODUCT OFFERING
Kahariam Farm has a lot to offer to the
public. Batangas City is classified as one of Nature's tranquility, the soft murmur of wind
the fastest urbanizing cities of the Philippines blowing along the trees would make you fall
in terms of porting of goods and agriculture. in love with the world. A perfect camp site for
By having an agricultural expansion to make families, student and peer groups where they
the remained lot became more useful. can stay overnight with bonfire. It can be the
Building a small farm for organic fruits and simplest way help to engage with nature to
vegetable. Then there's the "pick and pay"
get the health benefits of meditation.
option if guests want to take away new fruits
and vegetables. This is to help them see first-
hand how farming is carried out.
An organic poultry farm should be added on the list
since the Kahariam Farm already engaged in organic
piggery farm. Organic poultry is referred to as raising
chickens until maturity from day-old chicks without
the use of pesticides, chemical vaccinations or
synthetic chemical drugs/products to improve the
birds; immune system, growth
boosters and vaccines.
Having also an organic restaurant just beside
the entrance would be a catchy way to
persuade or market some customers. In today's
age, the organic food restaurants is one of the
most profitable. Customers can avail menu’s
fresh from the farm. Since more people were
engage into being a health conscious
nowadays and a lot of people were becoming
vegetarian.

A photographer roams around to try to catch those

priceless smiles, fun, thrills and enthusiasm in his
lenses while immortalizing the experiences of
travelers. Souvenir shirts with Kahariam Farms and
other traditional souvenir pieces such as key
chains, fridge magnets and other miniatures of the
parks activities will also be sold.
.
How big is your market opportunity?
The City of Lipa was once known as the coffee
center of the world. Currently, it is
also known to be the “Little Rome of the
Philippines”. Its population as determined by
the 2015 Census was 332,386. This represented
12.34% of the total population of
Batangas province, or 2.31% of the overall
population of the CALABARZON region.

Agritourism like Kahariam farm was an ideal for

ages 5 to 65 years old. Aproximately 85.19% of the
total populations were Kaharimans potential
market. Recreational operations aid with stress
control into every ages. It offers an opportunity to
nurture oneself and provides a sense of
equilibrium and self-esteem that can directly
reduce depression and anxiety.
 What geographic area do you sell to?

LIPA IS ONE AMONG THE THREE CITIES IN THE PROVINCE OF BATANGAS,

PHILIPPINES. IT IS SITUATED 80 KILOMETERS SOUTH OF MANILA. LIPA IS A
LANDLOCKED COMPONENT CITY IN THE COASTAL PROVINCE OF
BATANGAS.THE CITY HAS A LAND AREA OF 209.40 SQUARE KILOMETERS OR
80.85 SQUARE MILES WHICH CONSTITUTES 6.71% OF BATANGAS'S TOTAL
AREA. ITS POPULATION AS DETERMINED BY THE 2015 CENSUS WAS 332,386.
THIS REPRESENTED 12.34% OF THE TOTAL POPULATION OF BATANGAS
PROVINCE, OR 2.31% OF THE OVERALL POPULATION OF THE CALABARZON
REGION. BASED ON THESE FIGURES, THE POPULATION DENSITY IS COMPUTED
AT 1,587 INHABITANTS PER SQUARE KILOMETER OR 4,111 INHABITANTS PER
SQUARE MILE.
 TARGET MARKET
DOMESTIC TOURISM SEGMENT WHAT COMPETITORS EXISTS IN THIS
Families MARKETPLACE? WHAT IS YOUR MARKET
SHARE RELATIVE TO THEM?
Students
Independent bloggers CALABARZON is one of the top emerging
Farmers / Agripreneurs agricultural tourism industries along with
Peer groups the Cordillera Administrative Region (CAR)
Plant collector and the Central Luzon Region. Agriculture in
CALABARZON is one of the key sources of
livelihood and is the main contributor to the
INTERNATIONAL TOURISM SEGMENTS
economy of this region. Such as rice crop,
Balikbayans coconut plantation, livestock and poultry
International Travellers raising and ornamenal and flower
gardening.

STRENGTHS
With an objective of promoting
agritourism and placing the city of Lipa,
Batangas as a tourist destination,
Kahariam Farms has a lot of strengths
that can facilitate the fulfillment of its
vision.
- Land area with rich ecological resources
- Research facilities for Black Soldier Flies
- Established in breeding organic pigs
- Accessibility to land transportation and
proximity to urban areas
- No direct competitor that offers both
Agricultural and Recreational services inside
the locality
IV. SWOT ANALYSIS
WEAKNESSES OPPORTUNITIES THREATS
Due to the global pandemic that is
happening today, since everybody is Kahariam Farms is a promising
business venture with so much to The following are some of the
subjected for home quarantine it
offer. The following are just some of identified threats in the business.
caused a big loss for the farms
especially with their income. These the identified opportunities.
following problems might occur:
- Promoting Lipa, Batangas as tourist destinations for
- Old aging of infrastructure balikbayans and foreigners - Traffic congestion
- Creation of awareness on the educational value of
- Complex export procedure - Lack of police visibility along the
agri-tourism that may attract students to pursue
- Lack of finance areaLack of convenient transport
agricultural courses
- Lack of professional management terminal
- Can be an avenue for enterprising farmers
- Limited access to modern technologies - Weather condition
- Alliance with private sectors whose businesses are
- Insufficient veterinary and food safety - Unorganized market
aligned with tourism, LGU’s, and concerned agencies
dependence on climate conditions. - Bad trade practices
- Enterprise development
- Price fluctuations
- Training ground for Agricultural students and to
- Huge cost of modern technologies
those who are interested in the field of Agriculture
- Tie up with supermarkets/retail stores to sell Agri-
products produced by the farm
 V. MARKETING STRATEGIES
V.1 STRATEGY PYRAMID

Strategy – change the name of the farm to “Kahariam Organic Farm”; Create awareness that Kahariam Organic Farm delivers a
wide variety of quality wholesome and healthy vegetables on a consistent basis.

Tactics – Asides from vermicast, anc worms, black soldier flies and organic native pigs, Kahariam Organic Farm should add
organic products from planting different kind of vegetables and create a specific, detailed planting guide, planting several
times over the growing season.

Programs – post fliers and brochures at local restaurants, and locally owned and operated organic/natural item stores in town.

Strategy – create a community of awareness to think globally, act locally

Tactics – constant communication with members will foster the awareness who in turn will relate these ideals to the local
community.

Programs – Host open house events at Kahariam Organic Farm for special events such as Harvest Time and Earths Day.
 V.2 MARKETING STRATEGY AND
POSITIONING
Kahariam Organic Farm will utilize product differentiation to stand apart from the competition.
By growing wholesome organic products, offering farm to door service, and actively engaging
with its members, and will go above and beyond to maintain and grow its member base.

Positioning Statement – Kahariam Organic Farm will be the premiere organic farm in Batangas by offering at
least 30 of the most delicious and mouth-watering organic vegetables available in the local growing area and by
providing exceptional relationships with its members, its community and the planet.

Pricing Strategy - Kahariam Organic Farm will utilize a fair price for a fair value. Some research suggests that
organic farm is usually lower in price than organically grown food from local markets and is often less than foods
from the supermarket. This could be a selling point for attracting new members, however, it also important to note
this in not about cheap food.
Promotion and Advertising Strategy - The best strategy is word of mouth advertising. When people are happy
with their shares they tell friends. Kahariam Organic Farm will place brochures with other businesses such as the
local organic bakery and neighbouring dairy farm. Website will provide additional marketing information. In
addition to its map and location, Kahariam Organic Farm will be listed with other organizations. In the off season,
the Farm will provide lectures to civic and environmental groups. During harvest time, the farm will be open to
the public to browse and purchase surplus from the harvest bounty. They will also host special events such as
Earth Day.

Website - Kahariam Organic Farm’s website will be a vital key in marketing. In addition to providing its history,
location and contact information the website will also have links to the current weekly newsletter (during
season) and off season the owners will maintain a blog of what items are currently going to seedlings in the
greenhouse and what new and exciting produce will be available in the upcoming season. Additionally, the site
will have links to E-books which will provide additional cash flow during the non-production months. The site
will also take advantage of social media and have a Facebook link as well.
 V.3 MARKETING PROGRAMS
Kahariam Organic Farm will actively work to engage its members and local
community by:

- Creating fliers and brochures and posting in community gathering places such as
churches, community centers, farmer’s market and other environmentally centric
business.
- Social networking sites promotion
- Word-of-mouth will play an important role
 V.4 SALES STRATEGY
In order to meet these goals, the farmers will continue to rely on advertising
fliers, its online presence and most importantly word of mouth. The word-of-
mouth recommendation from a satisfied member not only generates an
opportunity for repeat business, but also is beneficial in recruiting new
members.
It is important to recognize that we do not intend to just take individuals on
sight-seeing excursions, but also to ensure that they appreciate nature
through informative briefings through its origin. This element will assist in
differentiating us from our competitors and contribute towards the
development of a sustainable competitive advantage. Hence, we need to
engage the right people in the right place and time, if we are to aim an
optimum growth.
 - One core of our strategy will be that of differentiation from other
competitors. In terms in terms of marketing we intend to ensure that
Kahariam Organic Farms name and services are marketed on an extensive
basis so that the tourists are aware of the farm’s existence.

- Marketing materials shall be professionally done so as to be reflective of the

farms image and reputation. We shall position ourselves as quality
commercial operator that provides the tourist, students and business
enthusiasts needs, fulfillment, enjoyment, reliability, and a good image.

-We intent to establish a good rapport in the Agritourism industry in the

whole region of CALABARZON.
Table 1.
PARTICULARS AMOUNT (Php)

Road, Pathways, fences 10,000,000

Restaurant (Simple bamboo style) 150,000
Landscaping (design, material, labor) 200,000
Repair and innovation 500,000
Upgrade of existing farm 1,000,000
Staff and Training Development 100,0000
Tents (30 pcs) 75,000
Total
V.Conclusion

With the ongoing pandemic that is happening all over the world, the
tourism and business industry was affected the most. It is hard to come up
with a better solution just for the business to survive and to sustain it, as
long as there's a virus the fear and uncertainty of people to go out has been
one of the challenges that many businesses face. Since tourist, foreigners,
and regular citizens are main source of income in the tourism and business
sector. But with this marketing plan that we created and planned.