POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

College of Business Administration

A Marketing Plan
in Partial Fulfillment for the Subject Marketing Management

Presented to:
Prof. Estelita Medina

Presented by:
BANIQUED, Annabelle N.
CRUZ, Angelica Michelle R.
MARASIGAN, Carl Christian A.

BSBA MM 3-2D
2nd Semester A.Y. 2020 – 2021

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 TABLE OF CONTENTS

I. Executive Summary p. 2

II. Objectives p. 3

Vision

Mission

III. Service Description p. 3-4

IV. Target Market p. 4-5

V. Competitive Analysis p. 5-11

SWOT

PESTEL

Direct Competitors

Indirect Competitors

VI. Marketing Objectives p. 12

VII. Marketing Strategies p. 12-25

Offline Advertising

Online Advertising

Sales Promotion

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I. Executive Summary

Courier services are delivery companies that assist in the delivery of packages.
The relevance of courier services has been accentuated in today's fast-paced world
since they serve as a link between businesses and customers. The expectation of
obtaining products and goods the same day or within a few days has become the gold
standard for most countries throughout the world.
The rise of online selling and E-commerce, as well as consumers' increasing
proclivity to shop online, has substantially altered the demand for such delivery
services. In the Philippines, courier services have grown in popularity as a result of
online shopping, and the ability to purchase and sell products online has made courier
services even more vital.
This type of service grew in popularity during the COVID-19 Pandemic in the
Philippines, when many were diverted to shopping online due to the community
quarantine in place to prevent the virus's spread. Due to rigorous quarantine
regulations, Filipinos' movements are still restricted, hence many have resorted to using
courier services to purchase their necessities. During the epidemic, courier services
were critical to the supply chain because they provided services that many firms could
not offer. 
To keep up with the demand, many businesses have accelerated their global
dominance. It's been about a year since the pandemic struck the world, devastating
every family.
The biggest potential in the service delivery industry today, Platform 9 ¾
Express offers a safer and more trustworthy manner of delivery at an inexpensive fee,
while customers can also make several reservations. Not only with its simple and
hassle-free interface, customers can book delivery in only a few clicks, Platform 9 ¾
also promotes sustainability through utilizing eco-friendly packaging materials.

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II. Objectives

Toktok Franchise Delivery Service launched last July 2020 to help all filipinos to
have their own franchise business and to become an operator.

Toktok Franchise Delivery is owned and operated under JC Premiere Business

International Inc. which is a direct-selling organization whose global presence includes
branches in Dubai, Taiwan, and Philippines as well as business centers in Hong Kong,
Malaysia, Oman, Qatar, Italy and Singapore.

Vision
Toktok envisions itself as a pre-eminent national and international leader
in the courier industry dedicated in providing highest quality both to our country
and international community and be a conduit in providing earnings to as many
Filipinos and foreigners alike. 

Mission
The Mission of Toktok is to offer high-quality pick-up and delivery services
that are responsive to the changing needs of the Filipinos to enable them to live
an easy life. 
Toktok aims to share its earnings to as many individuals in the same
manner that the Company is achieving its goals and ambitions in helping the
society improve their life. 

III. Service Description

Toktok is a delivery service app designed to connect more people by delivering

items door-to-door.
It’s been almost a year since the pandemic brought the world down affecting
each and every household, wherein all basic essentials were limited and the demand for
online delivery services skyrocketed prompting Cloud Panda PH to innovate its own.

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 Created and developed here in the Philippines, Toktok delivery app is now
serving the Metro Manila area. Brand Ambassadors Alden Richards and Maine
Mendoza together with Toktok’s President Jonathan So and Vice President Carlito
Macadangdang launched it via its Facebook page with selected media guests.
Made to help provide extra income for everyone, there are also other ways to
earn aside from being a rider: you can be an online franchisee or an operator. The first
of its kind to offer a lot of potential income to Filipinos. By being a rider you can earn an
average of P1,500 a day. An online franchisee earns 3 percent of the delivery charge
while operators earn 7 percent.
These two young business magnates, So and Macadangdang believe that their
choice of brand ambassadors and their presence in all of their campaigns will not just
boost Toktok’s revenue but they can also encourage the young generation to be more
business savvy. They also share the same advocacy of providing jobs and helping and
reaching out to their fellow kababayans.
Toktok has been operating since the start of pandemic catering to its sister
companies, Siomai King, JC, and CopperMask, and is now ready to widen its reach and
help fill the demand in online delivery services.
Today’s game-changer in the field of delivery service, Toktok is offering a safer
and reliable way of delivering your packages at an affordable rate and you can also do
multiple bookings. Book deliveries in just a few clicks with its easy and hassle-free app.

IV. Target Customers

a. Demographics
People at the age groups of 18-26 years old, basically teens to adults,
both male and female clustered in social class C.

b. Geographics
Great Metro Manila
c. Psychographics
 Small business owners that offer door-to-door and same-day deliveries
 Knowledgeable and highly depends on technology 
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  Active on social media platforms as staying updated
 Has the characteristic of being Practical and Empathetic

V. Competitive Analysis

a. SWOT

STRENGTHS WEAKNESSES
 Affordable delivery charge  Low brand awareness
  Fast and efficient transactions  Low social media engagements
 In partnership with the largest  Prone to Technical Malfunctions
shopping mall, SM SUPERMALLS
 
 The first locally owned delivery app
in the country
  Alternative source of income
  Provides employment
opportunities

OPPORTUNITIES THREATS
 More customers are engaged in  Doubtful customers
Online Businesses  Possibilities of technical issues
 More customers and sellers prefer  Personal Information Breach
cheaper delivery charge
 The utilization of latest technology
in its operation
 Social Trends of supporting local
businesses

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b. PESTLE

Political
In the current situation of our country, the Philippines, the
government has so much impact on different businesses in the country.
They have implemented new rules and regulations for the business
owners and customers to adapt to the pandemic situation of the country.
These new rules have affected so much of the operations of different
businesses in our country, one of which are the transportation and courier
industry. With the meddling of the government upon implementing rules
and regulations needed to follow, most courier and transportation
businesses have been challenged on how their operations would work.

Economical
COVID-19 pandemic has affected the economic status of the
country. Most small businesses and employees have been shut down and
lost their jobs because of the pandemic. Resulting to an economic
downturn. If the economy of the country continues to fail this might result
as a huge challenge for different businesses that are just starting or in the
introductory stage. Economic status of the country greatly affects
companies and have a resonating long-term effect.

Social
Given the social environment of the country. Many have adapted to
the pandemic situation. Despite several closing of businesses in physical
stores, there are still vast options of online businesses that arise in the
current pandemic situation. Courier services are vastly used by many
people nowadays because of restrictions by the government. Online
sellers and customers are using this courier services as a way of
purchasing and delivering products from one place to another.

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 Technological
Nowadays, the majority of small business entrepreneurs sell their
products and services online. They frequently employ channels for
communicating with target audiences such as social media and the
internet because a large portion of the company's market demographics
are teens to adults who are having a good time in the digital world.
Furthermore, having an application for bookings and tracking will facilitate
transactions between sellers and purchasers.

Environmental
During a pandemic crisis, as not only the Philippines is facing, it
also has a significant impact on people's lifestyles and daily lives, notably
on how they acquire an additional source of income for their daily living.
People are now engaged in online retailing, which increases the demand
for delivery services such as Toktok.

Legal
Courier services, such as Toktok, must be licensed and controlled
by the Department of Information and Communications Technology,
or DICT, to ensure dependability and legitimacy. Furthermore, in order to
preserve every Filipino consumer's fundamental right to privacy and
ensure that the personal information gathered by Toktok is secure and
safeguarded, Toktok must comply with RA No. 10173, or the Data
Privacy Act of 2012.

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 c. Direct Competitors

DIRECT COMPETITORS

Lalamove Description
Lalamove is the most popular
same-day delivery app and courier
service in the Philippines. Lalamove has
also established itself as a strategic
partner for organizations of all kinds
looking to solve last-mile delivery
difficulties. Lalamove allows businesses
from a wide range of industries scale and
outsource deliveries based on their
needs, from independent brick & mortar
stores to restaurants, retail outlets, and e-
commerce corporations.

MrSpeedy Description
MrSpeedy is another courier
service in the Philippines that provides
same-day delivery services and is used
by popular restaurants and small
companies to fulfill their goods quickly
and at a low cost.

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 d. Indirect Competitors

INDIRECT COMPETITORS

LBC Express Description

LBC Express is the Philippines'

leading express courier, cargo, and
money remittance service provider. They
now provide scheduled commercial
vehicle freight services, and cargo airline
services will resume on May 31, 2014.
LBC has more than 1,252 branches in the
Philippines and more than 60 locations in
the United States and Canada as of
2016.

J&T Express Description

J&T Express, a tech-based

logistics company that specializes in
express courier service, was founded in
2015 and has quickly spread throughout
Southeast Asia. J&T Express provides e-
commerce with a range of eCommerce
solutions in Singapore, including Last
Mile Delivery, Fulfilment, Sales Channel
Management, and International Delivery.
.

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 JRS Express Description

JRS Express is one of the

Philippines' largest and oldest express
door-to-door delivery firms. It's one of the
most well-known companies in the
delivery services market, with over 400
locations countrywide and a 60-year
history in the courier sector.

2GO EXPRESS Description

2GO EXPRESS is 2GO Group,

Inc.'s first and last mile fulfillment partner,
as well as a courier solutions provider.
The company takes advantage of its
extensive network and adapts to various
delivery formats in order to satisfy our
customers' needs in a timely way, while
also facilitating B2B and B2C growth.
Quick turnaround time for sea-bound
cargo, as well as northbound and
southbound parcels and packages,
increases productivity for e-commerce,
courier, and general freight enterprises.

Description

GoGo Xpress is a Philippine-based

online payment and delivery service. It

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 GoGo Xpress provides a free, user-friendly, and simple
platform for online buying and selling. It's
a rising product from QuadX Inc., one of
the Philippines' fastest-growing
businesses focused on cross-border
digital logistics and payment processing.

GoGo Xpress claims to provide on-

time delivery services, including free COD
fees, friendly delivery prices, and even
reimbursements for late deliveries.

NinjaVan Description

Shaun Chong and Chang Wen Lai

launched Ninja Van, a tech-enabled fast
logistics company that provides hassle-
free delivery services to businesses of all
sizes in Southeast Asia. Ninja Van claims
to be the leading courier business in the
Philippines for on-time delivery. Ninja Van
assures that your items arrive securely
with two free delivery re-attempts! At the
front door Please pick-up. On-the-spot
payment. Tracking in real time. Coverage
is available throughout the United States.
VI. Marketing Objectives

 To have 200,000 followers and likers across all of our social media profiles by the
end of the year.
 To increase brand awareness by 10% of the whole target market by the end of
2021.

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  To become a client favorite when it comes to door-to-door and same-day delivery
services.

VII. Marketing Strategies

Toktok is a delivery service that delivers products door-to-door. Toktok, today's

game-changer in the sphere of delivery service, is offering a safer and more trustworthy
manner of delivering customers’ items at a low cost and can even make numerous
bookings. With its simple and easy-to-use software, customers can book their deliveries
in only a few clicks. Toktok is aiming to attract customers aged 18 to 30 years old, from
teenagers to adults, men and women, who manage a small business in Greater Metro
Manila that provides same-day and door-to-door delivery services.

A. Online Advertisements

Toktok's internet approach relies on content, in which they spread

information based on real proof, as well as strategies for approaching the
segmented market. Toktok promotes their service through various online
platforms such as Facebook and Instagram. Toktok's primary goal is to boost
social media engagement and brand exposure among their target demographic
by utilizing social media sites.

A.1 Facebook Page

Facebook is well-known as one of the most popular social media

platforms, not only for communication, but also for marketing and
advertising. Toktok takes advantage of this possibility by creating a
Facebook page, which is utilized to engage with their target market and its
community because it encloses their social behavior.

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 Toktok's Facebook page also enables it to expand its brand reach,
consolidate its image, and establish brand recall in the target market.
Toktok will also post all online strategies on the page and will generate
Facebook advertising to showcase its services and promotions. Toktok
engages with the particular audience they want to reach and delivers their
brand message.

A.2 Instagram Page

Instagram provides a platform for businesses and other

organizations to reach and prospect their target population. It takes a
more formal approach to its audience than Facebook, which is why Toktok
created an Instagram account. An Instagram ad is also important in
advertising and promoting the page to make the brand more visible and
reachable.

The ad will appear either in Instagram stories or on Instagram

users' feeds. This can also cause traffic and attract people' attention.
Instagram also allows the market to assist business in increasing reach
and engagements through its algorithm, which is based on the likes,
comments, share, and save of posts from Toktok's page.

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 A.3 Social Media Boosting

To further increase the reach of toktok and its brand awareness to

the target market, it is vital to maximize the use of Facebook page and
Instagram account through content posting and boosting.

Sample Facebook Page Boosting:

This Facebook page boosting is intended to increase Facebook
engagements through like, comment and share. 

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 The mechanics of promotion will be as follows:
1.Like the Facebook page and Facebook post.
2.Tag 3 friends in the comment section.
3.Share the Facebook post and use the hashtag #toktokph
4.Those who will follow and complete the mechanics will be included in
the raffle draw.
5.50 persons will be chosen as the winners of 5x free shipping vouchers
and 3pcs of Copper Mask 2.0.
6.Promo duration is 30 days before the draw.

Sample IG Boosting

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 In partnership with one of the leading brand of milk tea in the
country, Macao Imperial Tea, the IG post is intended to boost and
increase engagements of the Toktok Instagram official account
(@toktokph). 
The mechanics of the promo will be as follows:
1. Follow the official instagram account of Toktok (@toktokph)
2. Take a screenshot once done following.
3. Send the screenshot to the Toktok ig account through direct
message.
4. If the participant has followed all the mechanics, we will send a
code to be used when buying Macao Imperial Tea Cream Cheese
or Chestnut Cream.
5. Only the first 100 valid participants will be the winners of the promo.

B. Offline Advertisements
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 The offline strategy is entirely focused on the courier service Toktok. To
communicate with the target market, Toktok uses offline media platforms. It is
utilized to raise awareness of the product and its distinct values and features that
are unique to Toktok. It is also an effective technique for engaging with the target
market because it is visible and tactile to them, making it more likely to generate
purchases.

B.1 LED Billboards along expressways and highways (SLEX & NLEX)

Billboards are a highly effective way to reach commuters with

commercial messages. LED billboards, on the other hand, have several
advantages over printed billboards, such as the ability to rotate the
projected advertisement at a defined time interval. Instead of having a
single static advertisement on the screen, Toktok can have multiple
advertisements moving on screen, which is very useful on busy routes.
LED billboards can also be seen from further away than traditional
billboards, which is especially important at night when most traditional
billboards have insufficient lighting.
Toktok can attract people's attention while they are not tied to their
mobile devices by placing billboards along expressways and highways.
Increase brand visibility with eye-catching advertising designed to break
up the monotony of the road, with messaging that entertains, allures,
provides solutions, or influences decisions.
The billboard features Toktok’s application logo and a question
which specifically targets their target audiences which are the small
business owners who offer door-to-door deliveries. Maine Mendoza and
Alden Richards, their brand ambassadors, are also featured on the
billboard to attract the attention of everyone driving down along
expressways and highways (SLEX and NLEX).

Sample LED billboard:

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 B.2 Bus Sticker Advertisements

Nowadays, transportation is one of the most important public

utilities. Because of the public's desire for efficient mobility, the bus transit
system is the most viable, visible, and accessible public utility.

Businesses can benefit from this by leasing advertisement space

on the rear of buses. Placing a sticker advertisement on a bus is a newer,
more innovative, and successful technique to reach a larger network of
market coverage in order to reinforce a brand and sell products/services.
Transit advertising targets the busiest and most desired areas, including
many that do not have billboards.

Sample Bus Advertisement Sticker:

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 B.3 LRT Handles

Given the current pandemic situation, different transportation is not

always available, if not was restricted to operate. Luckily, LRTs and MRTs
are still running their operation and many people are still using these
transportation vehicles. Through the use of the LRT handles, Toktok will
be able to advertise for those people using the LRT. The target audience
for this particular advertisement are the business owners who might need
courier services as their means of delivering their products to their
customers. People who also have motorcycles are part of the target
audience for this will inform them that Toktok is also available for hiring
riders.

Sample LRT Handle Ads

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C. Sales Promotion

C.1 First-time User Promo

Similar to different service applications, Toktok may use a “first-time

user promo” benefit. This is a feature wherein new users have a huge
benefit acquired upon downloading the app for the first time. Usually,
incentives given to these kinds of services are a specific number of free
deliveries and/or a specific amount (e.g. P100, P200, P250 off) of free
delivery.
This kind of feature may entice the new users to try out and explore
the application because of the huge benefit for them. Note that the “first-
time user promo” will last once they have acquired the service/product. 

C.2 Referral Code GET DEAL

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 A referral code automates and tracks every step of Toktok’s referral
program, eliminating the need to manually log every member and
incentive. If Toktok’s referral programs give a reward incentive for every
successful recommendation (e.g., free products, free delivery coupons), a
referral code makes it simple for existing customers and referrals to
receive their reward. The customer and/or referrer will receive the prize
automatically if they use the code while placing their first order.

Referral codes ensure that your program functions smoothly and

that loyal customers and brand advocates have a positive experience so
that they may continue to spread the word about Toktok.

Sample Referral Code Poster:

C.3 Promo Codes

Promo codes will be given on every holiday of the year, Toktok may
participate in one holiday per month at least. Promo codes will help boost
activity of the delivery application at least every month and for the users to
have something to look forward to as a special service for them every
month by using the application. Promo codes may vary on every special
holidays (e.g. New Year, Valentines, Christmas, etc.).

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 Sample:

GET DEAL

GET DEAL

GET DEAL

C.4 Anniversary Special

Toktok was established in July 2020. For the Anniversary special of

Toktok, the company may have a special event for their riders as a way of

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 thanking them for their services. A special raffle promo for the riders who
would like to participate may win a motorcycle for the grand draw. The
mechanics may be as simple as achieving a specific number of quota of
deliveries on a specific time frame. One batch of quota will be equivalent
to one raffle ticket for the grand draw. Once the provided time frame ends
the raffle entering for the riders will end. On the day of Toktok’s
anniversary there will be a raffle draw for the riders to win varieties of
prizes such as gift certificates, helmets, and of course a motorcycle.
Sample poster:

C.5 Christmas Special

Christmas Special is made for customers of the toktok app to give

thanks for their continuous support for local businesses. Following the

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 Anniversary special, Christmas Promo will be released entitled “KaTOK sa
Pinto, na PaTOK sa Masa” wherein winner will receive a price of Noche
Buena Package worth P3,500. 

Mechanics of the Promo will be as follows:

1. A valid participant should have at least 3 histories of toktok
transactions.
2. Like the official Facebook page of toktok.
3. Comment the screenshot of your history of toktok transactions
showing at least 3 past transactions.
4. Share the Facebook post.
5. 3 participants who will follow all the mechanics will be the winners
of the promo.
6. The noche buena package will be delivered right at your door.
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 7. Raffle draw will be on December 21.
8. Promo duration will start from the first week of the month of
November.

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