Portfolio in Principles of Marketing

Princess Marianey D. Peji XI- GOLD

“Crunchy Na! Healthy Pa!”

I. EXECUTIVE SUMMARY
The snack food that I chose to produce for the students is “Fruity Chips”. These chips have
made in various fruits and crops that will surely be fitted to be one of the healthy snacks of
students. There will be chips that is made by banana, cassava, sweet potato and breadfruit.

II. THE CHALLENGE

Children always wants some crunchy and tasty foods when it comes to snacks. We can
prove it by seeing the percentage of students eating junk foods which will compromise their
health. So, as an entrepreneur, I see this product “Fruity Chips” as an opportunity to let students
stay healthy as they eat their delicious snack. This snack will eventually get the children’s
attention, because this has a taste of pure and delicious fruit and crops that is really made for
them.

III. SITUATION ANALYSIS

Customer segment Critical Success Factor

Demographic segmentation 1. The product is budget-friendly.

2. The product can be for all customers.
3. The product has nothing to do with having different
genders.
4. This product has nothing to do with having different
religions.
5. The product can be eaten by students.
Strengths/ Weaknesses Analysis
Critical Success My Business Competitor A Competitor B Competitor C Competitor D
Factors (Fruity Chips) Jack n’ Jill W.L. Food Universal Orchid Asia
(Chicharron ni Corporation Robina Trading Inc.
Mang Juan) (Tattoos Corn Corporation (Clover Chips)
Chips) (Piattos)
The product is My product is This product This product This product This product
budget- affordable has SRP of has an SRP of has SRP of has SRP of
friendly. with only 7.75 5.50 - 16.36 6.85 pesos. 11.79 pesos 18.50 pesos.
pesos SRP. pesos
The product My product is This product This product This product This product
can be for all for all is for all is for all is for all is for all
customers. customers. customers customers customers customers
 also. also. also. also.
The product My product is This product This product This product This product
has nothing to available for is available for is available for is available for is available for
do with having different different different different different
different in genders. genders also. genders also. genders also. genders also.
gender.
This product My product is This product This product This product This product
has nothing to available in all is available in is available in is available in is available in
do with customers all customers all customers all customers all customers
different in having having having having having
religions. different different different different different
religions. religions also. religions also. religions also. religions also.
The product My product This product This product This product This product
can be eaten can be eaten can be eaten can be eaten can be eaten can be eaten
by students. by students. by students by students by students by students
but not but not but not but not
always. always. always. always.

My competitive advantage versus the competition in this segment.

My product has an advantage when it comes to the people who can eat this product. In my
product, even they’ll eat this Fruity Snack every day, it is okay. Unlike other chips which is
unhealthy when eaten repeatedly.

Customer segment Critical Success Factor

Psychographic segmentation 1. The product is healthy.

2. The product can be eaten by sporty customers.
3. The product is helpful in customers’ health.
4. The product has many vitamins.
5. The product can be eaten by children.

Strengths/ Weaknesses Analysis

Critical Success My Business Competitor A Competitor B Competitor C Competitor D
Factors (Fruity Chips) Jack n’ Jill W.L. Food Universal Orchid Asia
(Chicharron ni Corporation Robina Trading Inc.
Mang Juan) (Tattoos Corn Corporation (Clover Chips)
Chips) (Piattos)
The product is My product is This product This product This product This product
healthy. quite healthy. will will will will
compromise compromise compromise compromise
their health if their health if their health if their health if
eaten eaten eaten eaten
repeatedly. repeatedly. repeatedly. repeatedly.
The product My product This product This product This product This product
can be eaten can be eaten should not be should not be should not be should not be
 by sporty by sporty eaten always eaten always eaten always eaten always
students. students. by sporty by sporty by sporty by sporty
students. students. students. students.
The product is My product is This product This product This product This product
helpful in very helpful in is dangerous is dangerous is dangerous is dangerous
students’ students’ in students’ in students’ in students’ in students’
health. health. health when health when health when health when
this is eaten this is eaten this is eaten this is eaten
always. always. always. always.
The product My product This product This product This product This product
has many has many has only few has only few has only few has only few
vitamins. vitamins vitamins. vitamins. vitamins. vitamins.

The product My product This product This product This product This product
can be eaten can be eaten can be eaten can be eaten can be eaten can be eaten
by elementary by elementary by elementary by elementary by elementary by elementary
students. students. students but students but students but students but
not always. not always. not always. not always.

My competitive advantage versus the competition in this segment.

My product has an advantage when it comes to the benefits of my product. My product is very
natural and healthy which is suitable to eat by students, whether they are sporty or not. My
product has also many benefits to health and has also many vitamins unlike those other snack
chips products which are sometimes considered as junk foods.

IV. MARKETING STRATEGY

 Positioning statement
For individuals looking for healthy and crunchy chips, Fruity Chips is now a wide-range of
the most delicious chips that is healthy and made with fruits and crops unlike other chips in town
so they can enjoy the unique taste of Fruity Chips and get the nutrients and vitamins from these
chips because Fruity Chips focused in making customers satisfied and healthy.

V. MARKETING MIX

Product Strategy

Fruity Chips is a healthy snack made by fruits and crops and 100% pure natural. This has
many vitamins coming from the ingredients of this product. It has an attractive packaging. Aside
from it, its packaging also is well-designed to preserve the product in many days and the
customers can assure that it is made from a clean workplace. The product design I’ve made is
very helpful to attract many customers that is interested in chips snacks.
Price Strategy
Fruity Chips is very affordable with its price of 7.75 pesos SRP. Every 1 dozen of Fruity
Chips, the customer will have an 6% discount. Every 50 pieces of this product, they will have a
discount of 8%. This price is much better than other chips products because this is a very
healthy product and can be eaten by all classes of customers. This pricing is a big help to my
proposed position because customers will not struggle in buying cheap but unhealthy products.
Place Strategy
I will have my product distributed in all stores in our locality. First, I will put up effort on
visiting stores who will resale my product and then if my product gain fame, the customers will
buy it personally in my store up until I can afford implementing delivery to my customers. My
role is to keep my product safe, clean and attractive to my customers for them to become my
permanent customers. This will be helpful in my proposed position by making my customers
assure where to buy the products I’ve made and where is it available.
Promotion Strategy
First, if I am living in a small town, I can indorse my new product by first introducing it to my
neighbors, letting them buy it and spread the information to others and if it clicks, I will proceed
in making an advertisement in a radio inside our locality. After that, I will now make an
advertisement to televisions where I can reach for more customers. In these methods, I can
make my new launched product became popular.\

VI. MARKETING PERSONAS

Persona 1:
Descriptor
Age: 12
Status: Single
Occupation: none (student)
Brief description of persona: She is an elementary student who
loves snacks every free time.

Demographics What motivates this persona?

Age: 12 Top criteria: This snack is delicious.
Gender: Female Other criteria: This is very affordable and available in
schools.
Education: Elementary Student Perfect customer experience: As she eats this snack,
all of the boredom in her body lifted away.
Location: Mercedes Elementary School Likes: Snacks
Decision Maker & Timing of Decision: she prefer to Dislikes: Junk foods
decide on her own.
Influences: She is surrounded by her classmates who Persona’s biggest challenge: finding snacks that will
also love snacks. suit her taste.

Touchpoints- where the persona goes for information Options to engage with persona:
 Preferred Websites: Facebook, Google, Shoppe, Web: Fruitychips.com
Lazada
Preferred Blogs: none Blogs: Fruity Chips, Healthy Living Blogs

Preferred Social Networks: YouTube, TikTok PR: none

Favorite Print Medium: Magazine Social Networks: Fruity Chips YouTube

Favorite TV Program: Comedy Shows Advertising: TV Advertise on Fruity Chips

Fav. Radio Network: Radio Natin
Friends: All of her closed classmates Direct Marketing: Coupons of Fruity Chips

Family: She asks sometimes for opinion in all of her Other: Radio Advertising
family members

This picture is not the true identity of my chosen persona.

Demographics What motivates this persona?

Age: 17 Descriptor Top criteria: This snack is healthy and suitable in her
Age: 17 diet.
Gender: Female Status: Single Other criteria: This is very affordable and available in
schools.
Occupation: none (student)
Education: Senior High School Student Brief description
Perfect customer
of persona: Sheexperience: As she
is a Senior High eats this
School snack,
Student
she can
who loves healthy feel that the nutrients and vitamins are
snacks.
running in her blood.
Location: Mercedes National High School Likes: Healthy Foods
Decision Maker & Timing of Decision: depends on Dislikes: Fatty foods
experts for finding healthy snacks
Influences: She is surrounded by her classmates who Persona’s biggest challenge: finding snacks that will
also love healthy snacks. maintain her healthy diet.
Persona 2

Touchpoints- where the persona goes for information Options to engage with persona:

Preferred Websites: Facebook, Google, Shoppe, Web: Fruitychips.com

Lazada
Preferred Blogs: none Blogs: Fruity Chips, Healthy Living Blogs
Preferred Social Networks: YouTube, TikTok
Favorite Print Medium: Magazine
Favorite TV Program: Comedy Shows
Fav. Radio Network: Radio Natin
Friends: All of her closed classmates
Family: She asks for opinion in all of her family
members
VII. METRICS AND TARGETS
Key Result Areas
Increased the number of
engagements
Improve customers’ service
PR: none
Social Networks: Fruity Chips YouTube
Advertising: TV Advertise on Fruity Chips
Direct Marketing: Coupons of Fruity Chips
Other: Radio Advertising
This picture is not the true identity of my chosen persona.
Key Performance Target
Indicators
Number of Facebook Page 20,000 likes on 2 months
likes
1 million views in 3 days
Number of views on YouTube
1,000 good feedbacks in 3
Number of good feedbacks days
Improves the speed of shipping 3x times faster delivery for
delivery customers who needed their
product immediately.
Improves customers’ rating 5 stars rating on its 3rd quarter