THE M INT PRINT

A Business M arketing Plan

Submitted to
Joyce Ann A. Bait, MBA

PAREF SOUTHCREST SCHOOL, INC.

Senior High School Department
Accounting, Business and M anagement (ABM ) Strand

In partial fulfillment
of the course/subject requirements in
Principles of M arketing

Instructor
Joyce Ann A. Bait, M BA

Submitted by
Palang, Bettina Famke Therese Y.
Tse, Hannah Danica C
Uy, Leandra Angela G.

December 9, 2021
Principles of Marketing
 Table of Contents

I. Current M arketing Situation

1.1. M arket Description…………………………………….………………………..03
1.2. Product Review…………………………………………....…………………....06
1.3. Competitive Review…………………………………………………………....13
1.4. Channels and Logistics Review………………………………………………...20
1.5. Proposed M arket Offering/s……………………………....…………………….21

II. SWOT Analysis

2.1. Strengths………………………………………………………………………..24
2.2. Weaknesses……………………………………………………………………..26
2.3. Opportunities…………………………………………………………………...27
2.4. Threats………………………………………………………………………….30

III. Objectives and Issues

3.1. M ission Statement……………………………………………………………...33
3.2. First-year Objectives…………………………………………………………...33
3.3. Second-year Objectives………………………………………………………...34
3.4. Issues (anticipated)……………………………………………………………..34

IV. M ARKETING STRATEGY

4.1. Segmentation and Targeting……………………………………………………34
4.2. Positioning……………………………………………………………………...38
4.3. Product Strategy………………………………………………………………..39
4.4. Pricing Strategy………………………………………………………………...42
4.5. Place/Distribution Strategy……………………………………………………..46
4.6. Promotion/M arketing Communications Strategy……………………………....49

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 4.7. M arketing Research Plans…..….………………………………………………53

V. ACTION PROGRAMS, BUDGETS AND CONTROLS

5.1. Action Programs for Six M onths……………………………………………….54
5.2. Budgets and Financial Projections……………………………………………...57
5.3. Controls/M onitoring Systems…………………………………………………..61

VI. References…………………………………………………………………………...62

VII. Appendices…………………………………………………………………………..66

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 I. CURRENT MARKETING S ITUATION

1.1. Market Description

The printing industry involves the printing of copies of work on variations of paper and
through a high-priced initial machinery (Lawton Reprographics, 2016). Over the years, the printing
industry has developed printers to have a range of features, in order to suit the needs of consumers.
In recent years, at-home and work printers, which became a commercial product in 1988, have
risen in popularity due to the convenience of small-batch printing at the comfort of work or home
that these products offer (Hewlett-Packard Company, 2021). Individuals that don’t possess their
own printer or that don’t have the means to sustain their own printer usually print in certain
locations that provide such services; in particular, schools, libraries, and internet cafes are popular
places in the Philippines for this purpose.
Self-service printing kiosks are increasingly being used by the education industry to check
in and out visitors, guests, and vendors through printing badges to aid with the security of the
school premises. The education industry also benefits from self-service printing kiosks by printing
documents and assignments for students, faculty, and staff. The travel industry benefits from
printing kiosks as this allows them to print and handle tickets and other needed documents, such
as boarding passes. Shipping companies and firms in the shipping and transportation industry can
utilize self-service printing kiosks to allow customers to print their own shipping labels and
receipts, avoiding the hassle of waiting in line to print labels and receipts (Redyref).
Outside of the Philippines, self-service printing kiosks have been introduced by companies
such as the Xerox corporation through their product Xerox® Instant Print Kiosk. HanLeTia’s self-
service printing and cutting machine, The M int Print, allows all consumers to print with high-
quality laser printing, outside of their homes at a low price. The printer is similar to other self-
service printing kiosks with the exception that The M int Print also provides cutting service with
its built-in cutting plotter. These services will be relatively quick due to the high technology
machinery used. It will be the first of its kind distributed throughout the Philippines. This suits
the current need for social distancing as the machine assumes a distance between customers.
The target market of consumers for The M int Print service will be all economic-to-mid
income individuals who are in need of fast and convenient small-batch printing that still has a high
resolution, such as small business owners, students and employees. In particular, the company

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hopes to target those without at-home printers or cutting plotters or who are not satisfied with their
home machines for any reason. As the product/service will first be launched in Cebu, Cebuano
consumers must be discussed. Cebuano consumers tend to be economical and prefer cheaper
alternatives when given a choice. As per the occupation of these consumers, HanLeTia plans to
target the younger demographic of ages 13 to 45 as they may be able to navigate the machine’s
digital aspect better on account of their digital literacy. According to the 2015 PSA Population and
Housing census, the age range of 10-49 made up 62.73% of the Cebu population, thereby making
this target demographic a sizable one.
Several macroeconomic factors impact the marketing feasibility of the project. Firstly,
according to the World Bank’s bi-annual publication on a country’s economic status and
projections, specifically the Philippines Economic Update June 2021 Edition, the economy is
projected to expand at 4.7 percent in 2021, before accelerating to 5.9 percent in 2022 and 6.0
percent in 2023. In 2022, the real growth projection of the Philippine economy is at 6.3% compared
to a world economic projection of 3.8% and an East Asia and Pacific regional projection of 5.4%.
These statistics provide a key outlook on the promising growth and recovery of the business sector
in the country in the near future.
Secondly, according to the Philippine Statistics Authority (PSA), the country has had a
7.1% increase in the national Gross Domestic Product. Among the major economic sectors,
Industry and Services posted positive growths of 7.9 percent (Philippine Statistics Authority,
2021). These statistics illustrate the healthy recovery of the sector that The M int Print hopes to
enter.
Thirdly, an article published by the Philippine Daily Inquirer titled Cebu ‘poverty capital
of the Philippines’ stated that “The NSCB [National Statistics Coordination Board] poverty
statistics negate Cebu’s claim of prosperity because it does not translate to improvement of its
people’s living conditions. While a few families and a number of foreign investors funnel billions
of pesos into its banks, the rich are getting richer and the magnitude of household poverty is
steadily getting worse, making Cebu tops in the whole Philippines in poverty incidence.”
(Dorolina, 2016). The average Filipino household lacks the ability to buy their own printers as it
may exceed their budget. According to PSA, the rate of unemployment in the country is 63.3% as
of September 2021 (Philippine Statistics Authority, 2021). M eanwhile, Central Visayas, where
Cebu is located, had an unemployment rate of 7.1% as of January 2021 (Philippine Statistics

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Authority, 2021). In context with students, the Philippine Star found that College Students outside
of M anila, especially those living in municipalities usually get about P100 to P150 per day
(excluding transport allowance) (Canlas, 2014). A study conducted in the Polytechnic University
of the Philippines found that students have a low spending cost on academics as most of their
monthly allowance or budget is focused on food (Dimaala et al., 2019). These statistics support
the need to have cheap printing.
Fourthly, due to the current COVID-19 pandemic, certain guidelines and restrictions have
been enforced throughout the country with changes per specific area. The Inter-agency Task Force
for the M anagement of Emerging Infectious Diseases, a temporary task force created by the
executive branch of the Philippines, has mandated an age-based stay-at-home order restriction and
during times of high COVID-19 cases, restrictions are heightened (Ronquillo, Resolution No. 79,
2020). Businesses have been temporarily closed while schooling and social gatherings are being
done online. With this, individuals are now required to print in their respective locations. However,
due to the restrictions, internet cafes have not only been mandated to temporarily close in a few
areas, the periods of slow business have caused permanent closure of some of these businesses
(Ranada, 2021). This provides context for the need to have self-printing services that do not
necessitate entry into closed-off spaces or additional effort from customers to converse with others
such as shop managers or other customers.
Additionally, the community affected financially by the pandemic started the slew of small
businesses. Owners of these small businesses usually sell and package their items from their own
homes. This is not only indicative of the impact the pandemic has had on the financial situation of
households but also of the rising need for cheap, accessible, and quality printing and cutting
without the added costs of upkeep and of the printer or cutting plotter themselves.

1.2. Product Review

With noted feasibility from M echanical Engineer Jonathan Damalerio, who specializes in
printers, The M int Print will be offering the following features:
● Speedy printing and cutting services with no booking or prior research necessary
● Quality, non-smearing, and color-accurate printing on a variety of sustainably-
sourced paper options that are available within the machine:

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 ○ Writing Paper
■ Letter
■ A4
■ Legal
○ Gloss-coated Paper
■ Letter
■ A4
■ Legal
■ Cutting is Optional
○ M atte-coated paper
■ Letter
■ A4
■ Legal
■ Cutting is Optional
○ Sticker Paper
■ Size must be Legal
● Regular Glossy
● Vinyl
○ Glossy
● Transparent
○ Glossy
■ Cutting is Optional
● Accurate cutting services using a high-tech computer-based cutting plotter
○ Reserved for sticker paper
● Simplified machine layout for customers’ ease of use
● Cash payment options through regularly sanitized automated bill acceptors, coin
acceptors and change dispensers
● 55Hz-20KHz waterproof outdoor Speakers for use:
○ Of visually impaired or blind customers or regular customers in the
service selection process for sound effects

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 ○ Of visually impaired or blind customers or regular customers in the
service selection process for voice automation
● Intuitive service selection process design using a 15-inch LCD touch-screen
monitor with a waterproof full flat IP68 seamless front and an aluminum-closed
enclosure
● M L100G-41 fanless AM D Ryzen™ 3 4300U industrial fanless compact computer
System with a WIndows 10 operating system and a 64 GB M .2 SATA SSD -
Wide Temperature
● Design or document printing through Bluetooth, USB-B and USB-C ports which
will provide more access to not only laptop users but also mobile/smartphone and
tablet users
● A responsive and trained support phone number that will be handily and clearly
provided on the machine in the case of technical or mechanical issues
● A steady supply of ink and paper ensured by a built-in sensor that alerts
maintenance of an ink or paper shortage
The M int Print will be sourcing printers from the American-based global Xerox
Corporation. The printer that will be used is the Xerox® VersaLink® C605 Color M ultifunction
Printer which can print up to 55 pages per minute and a black-and-white first print out time of 4.7
seconds. For the full specifications of both the printer and the cutting plotter, refer to Table 1.1
and 1.2 in the appendices.
M eanwhile, the M int Print will be sourcing cutting plotters from India-based company and
wholesaler Rishabh Techno Solutions. The cutting plotter model that will be used is China-based
Redsail’s Redsail 720C also known as the RS720C Cutting Plotter which can cut at speeds up to
660 mm/s.
The figures 1.1 to 1.5 below are mock-ups in both 2D and 3D of the machine. These mock-
ups have been approved by Engineer Damalerio and represent the planned design and style of the
machine.

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Figure 1.1 Figure 1.2
The Mint Print Mockup The Mint Print Mockup Side-view

Figure 1.3
The Mint Print Front Layout Mock-up

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Figure 1.4
Three Dimensional Mock-up

Figure 1.5
Internal Layout of The Mint Print machine

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For The Mint Print flow prototype, please refer to figures 1.8 and 1.9.

Figure 1.6
Prototype-Printing service

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Figure 1.7
Prototype-Cutting service

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1.3. Competitive Review
In order to gain an insight on the printing industry in Cebu City and M andaue City,
HanLeTia reached out to printing businesses in the cities to ask them about the printing industry.
According to Company A, “The printing industries [industry] in Cebu have [has] continuously
evolved its technology. They have implemented different operational approaches such as
streamlining its [their] processes, and adapting cost-cutting measures, downsizing personnel,
establishing innovative actions to achieve the expected production efficiency without
compromising its [their] quality and delivery lead time.
In the modern market today, among other industries, the printing business is rather a special
case for this industry. It is one that is and will always be bound on paper which in a sense, places
it at risks of obsolescence in the digital age. With practically all sectors going virtual and paperless,
the printing industry is forced to rethink its ways as the market is quite competitive and
demanding.”
Company A has listed some of the top printing companies in Cebu City, which are thereby
the top competitors of the M int Print, as:
a. Clavano Printers – year 1930’s
b. Lim Tong Press – year 1939
c. DM C Busa Printers – year 1983

Some of the other major competitors of this printing company are as listed:
● Optima Typographics
● Basic Graphics, Inc.
● Sam Printing Press
● Graphic Star
● Twin-Bee Print Ads
● Cebu Filipina Press Corp.
● F.F. Sibi Enterprises Inc.
● Xerox® Instant Print Kiosk
● LS Oriental Printing Press

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 According to Company B, “The printing industry in Cebu is very much alive and vibrant.
There are quite a number of printing companies located in Cebu and M andaue Cities. In some
cases when needed, they will work together on a particular project. Cebu and M andaue are
booming cities, which means more businesses are opening, thereby requiring the services being
offered by companies such as ours.”
Company B has listed some of the top printing companies over the decades, which are the
competitors of The M int Print in terms of printing and cutting for a select few:
a. Alcordo Advertising – 1980
b. Go Large Graphics – 1990-2000
c. Graphic FX Advertising – 1990-2000

Some of the other major competitors of Company B are as listed:

● Fotojaya Printing
● Graphic Star
● M etrografix

This analysis focuses on competition from the leading printing and cutting services in Cebu
City and M andaue City in the Philippines based on the factors of price, products offered, and
convenience. The printing industry in Cebu City and M andaue City is purely competitive as there
are over a hundred printing and cutting businesses in these cities alone, showing a high
concentration of the marketplace in the printing industry. However, COVID-19 impacted the
Philippines in various aspects, one being the closure of numerous businesses that included printing
services and internet cafes which provided printing services. The services were previously and
continue to be in demand by individuals and families that did not own personal printers at home.
The M int Print will be released during such a period where printing services and internet cafes
have closed down or are suffering costs due to lockdowns, leaving individuals without home
printers nowhere to emergently print their necessary documents or fulfill other printing needs.
Some internet cafes, cutting services, and at-home printer brands currently open in Cebu
and M andaue City, and are therefore The M int Print’s competitors in terms of printing and cutting
for a select few, are as follows:

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Cutting Services:

● Etchworks Digital Hammer, Inc.

● Cebulong Yonger PrintShop Center
Internet Cafes:

● G-7 CyberCafe Talamban

● BattleTAG Net Cafe
● M egaM aXx InternetCafe

At-home Printer Brands

● HP Deskjet Printer
● Canon Printer

The listed printing companies currently open are only open for a limited time, typically
from 9AM - 5PM . These printing services provide their customers services such as photocopying
and printing services, as well as cutting services. The prices of their various printing services
typically range from ₱3 to ₱25. Consumers, however, have the option to buy in bulk upwards of
tens of thousands. This aspect will not be considered in the evaluation of competitors as The Mint
Print targets customers for smaller batch printing. These businesses are reached either online or
through telephone and usually deliver their prints.
Similar to HanLeTia’s printing services, the listed internet cafes are open 24 hours a day
when the cities are not under lockdown, ready to serve their customers with normal printing
services and WiFi services while following COVID-19 protocols to keep both their customers and
staff safe. Internet cafes do not typically have a large variety of paper supplies and usually have
inkjet printers. While the regular opening times of internet cafes are convenient and provide easy
access to customers, these cafes do not usually buy supplies on wholesale prices, and if they do,
they do not buy relatively as much in volume as compared to printing businesses. T herefore,
Internet cafes charge their customers ₱12 per page. Printing service is ordered by the managers’
desk and is in-store. These stores do not deliver nor do they have online ordering.
The M int Print and the Xerox® Instant Print Kiosk differ from one another based on the
different unique services and layouts offered. Xerox® Instant Print Kiosk provides their customers
with high quality printing services through walk-up printing, scanning, copying and faxing of

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documents in virtually any format together with complete compatibility with common mobile
printing applications. It also provides flexible, card-based payment options, including Blackboard
and cbord student cards. Instant Print Kiosk customers serve themselves with easy
print/copy/scan/fax functions. And with EFI™ Self-Serve Admin Central — a cloud-based
management portal (Xerox™, 2019).
M eanwhile, The M int Print provides their customers with a cheaper but fuller experience,
with a high-tech computer-based cutting plotter. The M int Print provides an intuitive service
selection process design using a 15-inch LCD touch-screen monitor. The M int Print also provides
built-in speakers for the use of the visually impaired, and design or document printing through
Bluetooth, USB-B and USB-C ports which will provide more access to not only laptop users but
also mobile/smartphone and tablet users.

Table 1.3
Printing Service Prices and Convenience Comparison

Business The M int Clavano M egaM aXx PAREF Cebu City Public
Name Print Printers InternetCafe Southcrest Library
School

Price Range ₱3-₱5 ₱2 ₱4 ₱5 ₱3

(for one black
printed
paper)

Convenience - - - - -

a) Time 24/7 8AM - 5:30PM 24/7 M onday, M ondays to

Open Tuesday, Saturdays
Thursday,
and Friday 8AM - 5PM
from 9 AM to
3 PM

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b) The M int Delivery is -with other -class time
Locati Print will be available for people there interference -only in one
on stationed in convenience (lack of social -only students location
three distancing) of the school
separate -only in one could avail of
locations. or a few these services
The locations per (applies to all
commercial brand unless school
location highly printers)
near school franchised -only in one
will be -open 24/7 location. For
convenient -allows other school
for teachers customers printers in
and later on who are other schools,
this will already there printers are
include to use the limited only
students. printing to school
The service with areas
economic- the computers
to-mid-cost
housing
location will
be
convenient
for home-
owners and
their school
children.
The sitio
location will

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 be
convenient
for the low-
income
community
home
owners and
their school
children.

Table 1.4
Sticker Service Prices and Convenience Comparison

Business Name The M int Print Spark Graphic Creations

Price Range (for one sheet of ₱7 ₱8.33

12, 2-inch stickers )

Convenience - -

Time Open 24/7 M ondays to Saturdays, 9AM - 6PM ;

two days lead time

Location The M int Print will be -only stationed in one location

stationed in three different
locations for the convenience
of their customers.

M eanwhile, The M int Print charges up to ₱9 per page and will also be open 24 hour hours
a day. As previously mentioned, some printing services in Cebu have closed down due to COVID-
19 restrictions and NCR has also noticed the temporary closure of printing services due to IATF
orders. The M int Print will be readily available for emergency and regular use. The M int Print will
not be as restricted as internet cafes as the machines are a self-service operated machine and it

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assumes social distancing while one customer is printing.
Internet cafes do not provide their customers with cutting services as these types of services
in Cebu City are found typically in kiosks or printing businesses for bigger orders. Home printers
take up space and require maintenance. As users of home printers purchase the cartridges and ink
refills, not bought in bulk, it results in low quality printing since these users may know how to
print according to their paper and ink format.
Cutting services in the Philippines are usually located in malls in kiosks or as a
supplementary service to photo and sticker printing businesses. These services are usually limited
to business cards.
Despite the strong competition, HanLeTia believes they will be able to create a relevant
brand image and gain recognition among the targeted segments. The brand offers strong points of
differentiation with high quality printing combined with accurate cutting services. With other
strategic assets, HanLeTia is confident that it can establish a competitive advantage that will allow
M int Print to grow in the market.

1.4. Channels and Logistics Review

Customers can access printing companies in Cebu, such as Clavano Printers, by reaching
them through their landlines in order to get a printing job finished. Printing services typically do
not offer walk-in services as they prefer to arrange these services through phone calls. Information
from these printers come from online pages, advertisements, and tarpaulins. These printing
services offer pick up and delivery for their services.
Internet cafes such as M egaM aXx InternetCafe offer walk-in services for their customers,
and are typically located on the sides of the street for the accessibility of their customers. The
information of printing services are typically shared on their social media pages, specifically
facebook, and further information can be found online.
Schools such as PAREF Southcrest School offer printing for their students and staff only.
Schools are typically located near commercial areas or strip malls. The information of the printing
service provided by schools are not disclosed on their facebook pages, as this is an optional service
provided by schools.

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 Sticker businesses such as Spark Graphic Creations offer sticker services through their
websites or through their Facebook. They do not offer walk-in services as they have not disclosed
the location of their office. Information about their service can be found on their website and on
their social media pages.
Cutting services such as Copylandia offer walk-in cutting services for their customers and
tend to be limited to kiosks in the mall or as a supplementary service to printing in the companies
mentioned previously. Some kiosks services are also limited to services for business cards. They
provide information in-store, online, and on their social media pages.

1.5. Proposed Market Offering/s

As previously mentioned, HanLeTia's printing service offers a variety of paper options.

The M int Print service will become more widely available because of its selected locations in
economic-to-mid-cost housing subdivisions and schools. It will be available to those who are in
need of fast and convenient printing.
Cutting services are mainly offered in kiosks or even for larger orders in Cebu City, which
internet cafes do not offer to their consumers. This makes cutting service unique to most at-home
printing individuals.
With high-quality printing and precise cutting services with specific types of papers, USB
ports for the input of information, the brand offers strong points of uniqueness in terms of the
machine’s capabilities. The brand will also include built-in speakers for use by the visually
impaired. HanLeTia offers a variety of sizes, of papers, to their customers, and is the only company
that provides their customers with all these services in a self-service machine. It is now becoming
increasingly common for consumers to prefer self-service. The M int Print would appeal to this
newer preference.
Some sitios are currently in lockdown due to the global pandemic, and users may be unable
to print important papers due to not owning their own printer. They would greatly benefit from the
installation of a M int Print near their selected area because they would be able to print whenever
they needed. When someone has to print a critical document, such as a health declaration form,
however all of the nearby internet cafes are closed, this would serve as an example. The M int Print

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would be located within their sitio, readily available for customers to print important documents
with simple instructions and speedy printing.
Firstly, schools in the Philippines continue to operate through either online means or
through modular at-home learning under the blended distance-learning of the government.
However, many families do face issues with budget connections or due to a lack of devices, and
so many schools resort to printed modules instead. “While schools have allotted a budget for the
shift to distance learning, filed under school maintenance and other operating expenses (M OOE),
teachers say that this budget can easily be depleted due to the massive number of learning modules
that need to be printed. Teachers estimate that a module for a single subject features 10–12 pages
per student” (Rappler, 2020). In 2021, some schools such as Tipolo Elementary School in M andaue
City had asked for donations of paper and ink as these schools often are undersupplied. With this
factor in mind, self service kiosks would aid in the printing of modules and other documents for
schools.
There were numerous stated insights from the Xerox in the United States, providing a
perspective as to why self-service printing kiosks would be of great use to educational institutions:
● Overall state funding for public colleges in 2018 was more than $7 billion below its 2008
level
● 44% of CFOs are confident that their colleges will be financially stable over the next 10
years
● 23% of faculty staff cite “course compilation materials” as among the most inefficient
processes

DEPED has observed a budget cut of more than half or 51.18 percent — from P11.1-B in
2021 to P5.4-B in the 2022 National Expenditure Program (NEP) — in the provision for basic
education facilities (Hernando-M alipot & M anila Bulletin, 2021). This provision would provide
for the facilities present in the school. Lower costs of printing and upkeep of printers would allow
the schools to operate under less financial pressures.
Secondly, working in the hospitality industry entails printing services and materials in a
variety of situations, such as forms, menus, stationery, promotional materials, and many more.
With this in mind, self service printing kiosks are needed by the hospitality industry to print needed
forms and documents to provide their customers with the utmost service and care.

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 There were numerous stated insights from the Xerox in the United States, providing a
perspective as to why self-service printing kiosks would be of great use to businesses in the
hospitality sector:
● The average hotelier spends 33% of their revenue on staff-related labour costs alone.
● A five-minute wait at the front-desk causes guest satisfaction to drop by 50%.
● 41% of guests say it is important that they can engage with new features in hotels they are
loyal to.
The M int Print would not only lower waiting time in these places but also ensure security
for guests as confidential information will not be shared by a second-party who would otherwise
print the customer’s documents for them. Staff in these locations would also be more focused and
attentive to guests, which is important for any hospitality-based establishment.
Thirdly, shopping malls are a major channel for self-service printing kiosks as the public
spaces and retail industry provides numerous opportunities for the adoption of such machines. In
the United States, numerous insights provide perspective on why these kiosks can be game-
changer for these spaces:
● 66% of customers prefer self-service over speaking to a company representative.
● 63% of customers expect companies to provide new products/services more frequently than
ever before.
● 67% of customers say their standards for good experiences are higher than ever.

In the Philippines, a similar trend is seen where millennials want a good deal of self-service
– to have control from their end, instead of the traditional customer service experience (Aguila,
2015). With these factors, self-service kiosks would therefore contribute several advantages for
these spaces such as bringing additional services that complete the customer experience, driving
traffic towards these spaces, updating old coin-operated copiers that only provide minimal
services, and minimizing work for busy employees who would have to otherwise spread their focus
on helping customers print.

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 II. S WOT ANALYS IS

2.1. Strengths
As HanLeTia ventures into the printing industry with their first printing project, the M int
Print, it carries with it several strengths that will be used to its advantage. Some strengths include
the features of the machine that other printing services do not offer, the convenient location of the
M int Print, the digital literacy of the Filipinos, together with the cheap resources, internal
resources, and its intellectual property.
Firstly, the machine is the first of its kind in the world as it combines numerous services
and it is also fully trademarked by the HanLeTia company. This protects the machine as part of
the company’s intellectual property. The machine offers built-in cutting services using a computer-
controlled cutting plotter, which is a service that most internet cafes, schools, and libraries do not
provide. Additionally, the machine offers aid for the visually-impaired through the built-in
speakers. These will help address the needs of the visually-impaired.
Secondly, The M int Print provides a simple machine layout and a guiding touch-screen in
order to provide customers with a quick and easy service despite little to no experience in using
the machine. This will aid in customer conversion because they may exert less effort to adapt.
Thirdly, The M int Print has a quality level that is both on par with printing services above
its price-point as well as consistent in printing the document according to the customers’ needs, as
they will be directing the machine. The machine provides quality, non-smearing and color accurate
printing on a variety of paper options, which reaches beyond the limits of a regular library or
internet cafe printer. Additionally, The M int Print will be receiving regular maintenance jobs from
an in-house team, thereby delivering consistent results issues while greatly reducing printer jams
and connection.
Fourthly, the M int Print will provide design or document printing through Bluetooth, USB-
B and USB ports which will provide more access to not only laptop users but also
mobile/smartphone and tablet users.
Sixthly, The M int Print has flashy new technology and an eye-catching style and design
that interests and encourages customers to test it out.

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 Furthermore, The M int Print will be conveniently stationed Cebu City and M andaue City
within locations such as low cost housing subdivisions, sitios, commercial areas surrounding
schools and in strip malls for customers and workers within the strip mall who are in a rush to print
necessary documents. It also delivers this without the need for interaction with a machine manager.
This convenience promotes printing near your location but keeps in mind the safety of consumers,
instead encouraging social distancing and following COVID-19 protocols in order to minimize the
spread of cases.
M oreover, Filipinos, the geographic segment the brand is targeting, have well-developed
technological skills, such as communicating with one another through their cell phones. As
mentioned in the M arket Description within this marketing plan, Filipinos are presented as
relatively digitally literate, therefore, the target geographic segment is able to comprehend
technical information which eases the understanding of and the transition towards the digital aspect
of the machine. It can then be inferred that there will be a smaller gap for Filipinos to understand
how to use the M int Print. Additionally, the service uses cheap and accessible materials. Due to
the economical nature of Cebuano consumers, which are a more specific targeted geographic
segment, consumers tend to prefer cheaper alternatives when given a choice. As noted in the
Competitive Review section of this marketing plan, when put under a price comparison with some
of the city’s top printing services, the M int Print does have a significantly cheaper price. The Mint
Print can print high quality pictures on their matte and gloss-coated papers, which may also be
used with the cutting services provided with the machine. Other printing and cutting services do
not provide these types of papers for their printing services, and do not provide the printing and
cutting service together.
Finally, the highly skilled maintenance team that maintains the machines are a strength to
the company. Their expertise in upkeeping the complex machines will be an asset not only to the
daily operations for The M int Print but also to the product strategy of the brand. The team will be
highly valuable as part of the internal resources of the company as they will be providing the
company with input and feedback on added products or services.
HanLeTia will need to listen to their clients' needs while keeping up with the current
printing industry trends in order for The M int Print to expand. The M int Print will be able to
expand and enhance their income, shareholders, marketing intermediates, and client base as
HanLeTia takes advantage of the stated strengths.

23
2.2. Weaknesses
HanLeTia’s M int Print will be operating in the printing industry in Cebu and M andaue
City. With this in mind, there are weaknesses the printing will be facing such as difficulties to
divert customers’ loyalty, the small maintenance team the M int Print has, lack of experience
HanLeTia has in the printing industry, unforeseen issues that the printing may have, and price
fluctuations which may further affect low profit.
HanLeTia’s M int Print has weaknesses that begin with the entry into the printing industry
itself. Firstly, the company has not had any experience in the printing industry. The M int Print will
be the very first printing project of HanLeTia, therefore, the lack of experience may make it
difficult to understand the demands of customers in the printing industry.
Secondly, the late entry will make it difficult to divert customers’ loyalty. Consumers
would have little to no brand awareness of the M int Print. Therefore, market penetration may be
slow in the beginning stages of the introduction.
Thirdly, The M int Print will have a small maintenance team. Although it is purposefully
done as it is cost effective and meets the needs of the machine as foreseen, there may be multiple
unforeseen issues such as paper jams or machine errors as the machine is new. Any unfixed issues
or issues that force customers to print elsewhere as caused by the small maintenance team will
show inefficiency and will deter the conversion of customers.
Lastly, supply price fluctuations may have an impact on the basic printing's low profit
margin. The markets of these supplies are not volatile and so it is the weakness in the company’s
low profit margin that must be spotlighted. As The M int Print charges a relatively cheaper amount
for printing and cutting services, profit is also relatively smaller. While this amount is recovered
and supplemented through other factors, if supply prices have large increasing fluctuations, the
price of printing may not be quickly changeable. This would risk the profits of the company.
In order to mitigate the weaknesses of the M int Print, HanLeTia will employ various
strategies in converting customers that will be expanded on in this marketing plan. The lack of
experience of the company will be mitigated as a risk through careful and deep research into the
industry. Although the M int Print has a small maintenance team because of its cost effectiveness,
if this proves to be ineffective in the 1st year, additional positions may be filled to provide better
service. In order to mitigate the risks of supply price fluctuations or any supply markets that

24
become volatile, the company should maintain a healthy Supplier Relationship M anagement
(SRM ) and through this attempt to have a fixed rate with the supplier. Additionally, management
should stay updated on news regarding these markets in order to make forecasts and to buy when
most strategic.

2.3. Opportunities
The M int Print will be operating within the printing industry of the Philippines. As a
developing nation, the Philippines has numerous macroenvironmental factors that the brand can
take advantage of such as political and legal, demographic, economic, and technological factors.
In particular, opportunities such as government policies and support on disability inclusiveness, a
growing economy, a growing population, a population that is increasingly digitally literate, a
population that is increasingly frugal, an increase of small businesses and the opening of channels
are all such macroenvironmental factors. The microenvironmental factors that the brand can take
advantage of include marketing intermediaries, customers and publics. In particular, opportunities
such as deals with government, public, and private institutions that adopt the The M int Print for
exclusive institutional usability, franchise deals, and news coverage by media publics on the
machines are all such microenvironmental factors. These factors are integral to the long-term
marketing goals and business prospects of The M int Print.
Firstly, the government’s push towards disability-inclusive governance in 2018 starting
with the example of the Department of Trade’s M anual on Disability Inclusive Government, the
features of The M int Print could be better understood by the general population and so people with
seeing issues could become a bigger market for the brand in the future because of those features
(Department of Trade, 2018). The M int Print could collaborate with organizations in outreaches
or stationing machines in a disabled-friendly institution as the machine is the first printing and
cutting service that provides text-to-speech voice overs and guiding sound effects. This will help
build a solid community that cares and is cared for by the brand.
Secondly, the Philippine economy is one of the fastest growing economies in Asia.
According to information services company IHS M arkit, positive growth is expected across all
ASEAN economies in 2022 largely due to base effects over the past two years. The Philippines is
seen posting the strongest growth at around 7.2 percent. The growth figure is within the
government’s seven to nine percent target for 2022 (Philstar & Simeon, 2021). As mentioned in

25
the M arket Description section of this marketing plan, the Philippines is projected to have a strong
recovery in the next few years following the dip in 2020, with a strong growth in the Industry and
Services sector in which The M int Print plans to enter. This economic growth presents
opportunities of an increase of sales and profitability due to the rising economy in the following
years that can be utilized by more machines being built in more lucrative locations.
Thirdly, the population of Cebu City and the Central Visayas Region has one of the largest
growths in the country. Central Visayas is the fourth most populous region in the country with a
population of 8.08 million as of 2020. From 2015 to 2020, the Philippine Statistics Authority
(PSA) cited Region 7 as one of the fastest growing regions with an annual population growth rate
of 1.88 percent (Sunstar, 2021). Therefore, business leaders believe that population growth will
continue to drive progress in the local economy. This can be utilized by establishing a foothold in
the Cebu printing industry within the first five years after launching to mirror the growth of the
machine to the growth of the economy in the years following.
Fourthly, with the COVID-19 pandemic, lower household income has rocked Filipino
families across the country as noted in the M arket Description section of this marketing plan. This
has given rise to frugality as a mindset. In a study conducted among Chinese consumers, it was
found that frugality lowers overall monthly spending, and spending on consumer goods that are
higher priced in favor of goods that are lower priced (Pezzuti & Pechmann, 2019). As a result,
cheaply-priced goods and services are sought out. This expands the number of The M int Print’s
targeted consumers and can be better utilized by highlighting the cheap price of the products in all
promotions.
Fifthly, as the digital literacy of Filipinos increases, the use of The M int Print may increase.
As previously mentioned in the strengths, Filipinos are portrayed as being relatively digitally
educated and because of this, the target geographic segment is able to absorb technical knowledge,
making the machine's digital side easier to learn and transfer to. With this, there is a trend of
funding wherein people like Isku M oreno gave students cellphones in order to cope with the
pressure this pandemic brought with it. The usage of cellphones allows students to become more
digitally literate. It can thus be assumed that Filipinos will have a better understanding of how to
use the M int Print. This opportunity can be utilized by constantly updating the software of the
machines to be better suited to the user experience that digitally literate Filipinos prefer.

26
 Sixthly, the pandemic has also given rise to a number of small online businesses. According
to data from the Department of Trade and Industry, online business registrations increased by more
than 350 percent as of M arch 15 in 2021, owing to the exponential rise of electronic commerce
(Campos, 2021), which increases the need for printing services as packaging or as a product in
itself. Those products may be made by the growing community of digital artists for the sticker
market who may need to print and cut their stickers. This opportunity can be utilized better by the
company by positioning itself more strongly as a sticker producer once the market for regular
printing has been secured.
Seventhly, the lifting of COVID-19 restrictions will allow for more channels to open up.
This will also allow for consumers to leave their homes and interact with the city more often as
fear of the virus is lessened. When shopping mall traffic increases, for example, channels for the
M int Print will extend to shopping malls and densely packed areas. Filipinos prefer shopping malls
as a public space due to the lack of parks in the country (Cigaral, 2019), and through this
opportunity, the brand can more easily grow a customer base for the brand and convert the
customers to the service.
Eighthly, with the acceptance of The M int Print, government institutions as well as public
institutions, including schools and libraries, as well as private institutions, including offices and
businesses, may want to seek out the machines for institutional use as is being sought by
theXerox® Instant Print Kiosk. Additionally, franchise opportunities may occur as the company
is also the manufacturer of the machines and has trademarked it. Though businesses will not be
able to operate similar machines due to the trademark, some may choose to franchise it once the
option arises. This will provide the brand with more opportunities for marketing intermediaries.
Finally, with the strong positioning and promotional effort of the brand, media publics may
take notice of the revolutionizing of the printing industry and may feature the product. As the brand
and the media publics develop a strong relationship, brand awareness, brand recall, and a healthy
brand perception may be strengthened. Social media is also especially important in the marketing
management of the company and will be a strong opportunity for brand exposure with the digital
promotions that the company will handle. In conclusion, As HanLeTia uses the listed opportunities
to their advantage, the M int Print will be able to expand and increase their income, marketing
intermediaries, together with their customer base.

27
2.4. Threats
There are numerous macroenvironmental factors that the brand must be prepared to face
such as economic, technological, natural, and political. In particular, threats such as a lack of
economic recovery or growth due to a bad COVID-19 response, technological advancements for
at-home printers, and increasingly bad weather as climate change affects the world, congested
traffic as channels open, and the increase of rent due to government policies are all such
macroenvironmental factors. The microenvironmental factors that the brand must be cautious of
are the company, competitors, and publics. In particular, threats such as the inexperience of the
company, the re-opening of competitors as COVID-19 restrictions are lessened, and the reluctance
of the general public to learn how to use the machines are all such microenvironmental factors.
These factors are integral to the long-term marketing goals and business prospects of The M int
Print. The lifting of COVID-19 restrictions will also provide opportunities for the business.
Firstly, though many economic growth projections for the Philippines are positive,
economic growth and recovery may be slowed down if the COVID-19 response encounters issues
or cannot be effectively implemented. This would leave businesses in the Philippines with a worse
outlook for the future. To combat this, the company must not only plan the launch date strategically
after analyzing several forecasts, but also by hiring and consulting with risk managers on how to
prevent loss.
Secondly, as technology is constantly innovating and developing products, the production
of cheaper technology may give rise to smaller and cheaper at-home printers. As mentioned
before, Cebuanos are frugal and prefer cheaper products and services. As cheaper printers are
being developed, Cebuanos would be inclined to buy cheap personal printers in order to save
themselves the inconvenience of going to printing services every time they would need something
to be printed. To combat this, the company will be establishing a loyal customer base with the
M arketing M ix after launch to lessen impact in the case that this occurs. The company must also
adapt to the situation by using higher-quality and faster laser printers in the machines as technology
progresses.
Thirdly, the weather may greatly affect the machines and the buyer decision process. The
weather in the Philippines is worsening. Over 20 typhoons have hit the Philippines in 2020, with
increased intensity, allowing us to say that the weather in the Philippines is becoming more and
more unpredictable as we speak (Board, 2020). While the machines are protected in their

28
respective areas as they are under a roof and are also durable under rain or shine, strong typhoons
or any intense weather conditions may potentially damage the machines, whether it be instantly or
in the long-term. This makes weather a factor in their buyer decision process for printing, as they
would have to commute back and forth to a machine to print. HanLeTia should also take note of
weather news, and prepare the machines through check-ups by the maintenance team, together
with repairing any possible malfunctions in the machines - for any intense weather events.
Fourthly, traffic may greatly affect the efficiency and speed of the mechanical maintenance
team. As Covid restrictions are slowly being lifted in Cebu City and M andaue, this will allow
everyone to go out more, further driving traffic to increase in the cities. This will affect the
consumer perception of the reliability of the brand. This increase of traffic can be combated with
a strategy that would include sending the team in separate transportation vehicles in the case of
emergencies or issues during a traffic congestion as noted in the Product Strategy section of this
marketing plan.
Fifthly, rent in the Philippines decreased because of COVID-19. “These measures are
intended [t]o provide economic relief to Filipinos and M SM Es during the COVID-19 public health
emergency… [and] to ensure their survival during the ECQ” (M enchavez, 2020). Once channels
reopen, landlords may increase rent for landlords, and may even increase rent for the M int Print,
stationed in different locations around Cebu City. This can be combated by increasing sales and
using the channel traffic to the advantage of the company. HanLeTia must also be vigilant in
monitoring each location The M int Print is stationed in while determining whether it is profitable
or not, together with the increase of foot traffic. This will allow HanLeTia to determine if a certain
machine should continue to operate or be removed.
Sixthly, The M int Print is the first printing and cutting service brand of HanLeTia, which
presents inexperience in the industry. This lack of experience may lead to various results such as
an ineffective marketing campaign due to a lack of knowledge on the customers, or inefficiency
in dealing with suppliers when faced with supplier issues. To combat this, the executives must
quickly adjust to the Cebu market and constantly observe daily situations in order to effectively
resolve any issues encountered.
Seventhly, due to the COVID-19 pandemic, the majority of the cafes and other businesses
were forced to close, as mentioned in the Competitive Review section of this marketing plan. The
threat would be the reopening of internet cafes as internet cafes and other printing and cutting

29
services are popular with low-volume printing customers and these internet cafes have an
advantage due to their proximity with their customers. This can be combated with the
establishment of a strong customer base as well as profitable deals with institutions as noted in the
Distribution Strategy section of the marketing plan.
Finally, the general publics may have an outlook on the brand that is unfavorable. A
particular threat to the company is the outlook that the machines are hard to use and are therefore
inconvenient. This would prevent users from approaching or forming a first impression of the
machine. This can be combated through the Promotion Strategy of this marketing plan which has
advertisements and campaigns that promote curiosity and knowledgeability on the usage of the
machine.
In conclusion, As HanLeTia keeps these threats under surveillance and is constantly
updating actions through the marketing strategy, The M int Print will be able to successfully
combat these threats and sustain itself as a profitable business.

III. OBJECTIVES AND IS S UES

3.1. Mission Statement
We actualize our customers’ creativity, ambition, hard work, and resilience on
paper without the fuss.
3.2. First-year Objectives
3.2.1 To achieve Php 5,500,000 in sales revenue with the establishment of 3
machines at 3 location during the first year
This projection and goal will be the gross print and cutting sales after the
establishment of the machines in a one month launching period
3.2.2 The sale of 505,435 printed and cut products over the first year
As each product has a different price and a different estimated average sheet order,
these goals would be divided among the products, for an overall product number goal of
505,435 products.
3.2.3 To serve 171,737 customers over the first year in totality through the
machines in Cebu City and Mandaue City
In totality, HanLeTia aims to serve 171,737 customers though this number is based purely
on sales goals and not on individual customers. This would be against Cebu City’s population of

30
964,169 persons and M andaue City’s population of 364,116 as of the Philippine National
Statistics’ 2020 Population and Housing census.
Please refer to Table 3.1 for the full sales forecast of the first year after launch. To achieve
these goals, HanLeTia plans to execute a marketing strategy that will notify potential customers
of the new service and the new brand. This strategy will also need to initiate user education on the
new technology.
3.3. Second-year Objectives
3.2.1 To achieve Php 6,330,00 in sales revenue with the establishment of 2
additional machines in two separate locations during the second year
This projection and goal will be the gross print and cutting sales after the
establishment of the additional machines in their separate locations. While growth will
have different projections for each product and service, the overall sales revenue increase
will be at 15.09%
3.2.2 The sale of 588,795 printed and cut products over the second year
As each product has a different price and a different estimated average sheet order,
these goals would be divided among the products, for an overall product number goal of
588,795 products. From the previous year, this number will have increased by 15.09%.
3.2.3 To serve 197,654 customers over the second year in totality through the
machines in Cebu City, Mandaue City, and Lapu-Lapu City
In totality, HanLeTia aims to serve 197,654 customers though this number is based purely
on sales goals and not on individual customers. This number takes into account a 15.09% increase
due to more people adapting to the machines as well as the expansion of the machine location to
Lapu-Lapu City. This would be against Cebu City’s population of 964,169 persons, M andaue
City’s population of 364,116 persons, and Lapu-Lapu City’s population of 497,604 persons as of
the Philippine National Statistics’ 2020 Population and Housing census.
To achieve these goals, HanLeTia will unveil at least two more machines in different
locations, as the company aims to penetrate more of the outskirts of Cebu City as well as Lapu-
Lapu City, and more of the opening channels while launching a fresh new marketing campaign.
Please refer to Table 3.2 for the full sales forecast of the second year after launch.
3.4. Issues (anticipated)

31
 In launching this new brand, the main issue is establishing brand awareness so as to convert
customers while combating at-home printers and printing places that may still be open. HanLeTia
will invest in a widespread digital campaign that will create value in the machine’s efficiency and
ease-of-use while persuading potential customers to ditch the tedious upkeep of their printers.
Additionally, positive online reviews will be posted with details on how to use it.
In converting customers, reliability and consistency is important not only to uphold the
standard of the brand but also to gain consumers’ trust. There may be unforeseen issues with the
machines so the brand’s maintenance team and the support phone number will be highly publicized
as quick and responsive.
When a printer’s location is not well-known, this may also dissuade the customer from
trying it out so openings must be visually grand and all locations must successfully establish their
location on major real-time location apps. All locations will most likely have a different color
scheme from the machine in order to attract interest in the machine.
The problem of conversion will also be combated by establishing supplier and
manufacturer relationships which will be critical in order to make the service available and to
provide punctual and cheap paper and ink inventory stocks. Brand awareness and knowledge will
be measured in order to adjust marketing efforts as necessary.

IV. MARKETING S TRATEGY

4.1. Segmentation and Targeting

HanLeTia’s market for their M int Print are those looking for convenient and cheap printing
or cutting services near them. This market includes Cebuanos who are unsatisfied with their
personal printers, even those without any personal printers at home. It also includes those who
need printers for their small businesses, together with Cebuanos with low income. In order to target
their customers, HanLeTia has divided their market into segments and has listed their targeted
segments:
1. Demographic S egmentation and Targeting
a. Age group
HanLeTia is targeting individuals 13 years old to 45 years old, especially those who
are at least minimally digitally literate.

32
 b. Work status and educational attainment
The targeted segment consists of high school and college students, small business
owners, and other individuals, employed or unemployed.
c. Gender
HanLeTia does not target any specific gender.
d. Income
This includes families and individuals with low-to-mid income.
e. Disabled
The M int Print will help address the needs of the visually-impaired.
f. Social Class
This includes the economic, lower, and lower-middle class in the Philippines.
2. Geographic S egmentation and Targeting
a. Cebuanos from Cebu City and M andaue City
3. Psychographic S egmentation and Targeting
a. Values
This includes frugal-minded individuals who prefer cheaper goods and
services.
b. Lifestyle
This includes individuals who work or study often.
c. Attitudes
This includes adaptable individuals who are willing to learn.
d. What problems can The M int Print solve?
i. Ease anxieties and worries of individuals facing problems with printing
issues
ii. Different services offered by The M int Print provide customers with
different options
iii. Accessible to customers as the printer is stationed in convenient locations
around Cebu City and M andaue City.
4. Behavioral S egmentation and Targeting
a. Purchasing Behavior of customers

33
 i. Purchasing behavior is based on price, convenience, and variety of services
offered
b. Benefits sought by customers
i. Cheap services
ii. Satisfaction
c. How often would customers use The M int Print?
i. Once or twice a month for regular customers, according to printing needs
of the customer
ii. Weekly for business owners
d. On what occasions would they need or use them?
i. When customers with no personal printers need to fulfill their printing needs
ii. When individuals with no personal cutters need to fulfill their cutting needs
iii. When business owners need to print packaging or stickers for their small
businesses
HanLeTia aims to target low-income Cebuano customers in Cebu City and M andaue City,
particularly those who do not have access to a printer or who are dissatisfied with their at-home
printer for whatever reason. HanLeTia also aims to target consumers with unwavering loyalty to
The M int Print. When offered a choice, Cebuano consumers tend to be frugal and select less
expensive options. HanLeTia intends to target small business owners, students, and anybody with
printing needs, with a focus on the younger demographic of ages 13 to 45 as they may be able to
navigate the machine’s digital aspect better on account of their digital literacy. The company plans
to establish these targeted segments as a loyal customer base by at least 5 years after the launch.

4.2. Positioning
For Cebuanos that are in a rush to print their needed items, or those who do not own
personal printers, The M int Print is ready for them. The M int Print provides unique service features
for their customers (a high technology machine and a large variety of paper), desirable outputs
demanded by their customers (quality printing and cutting services), and values that reflect the

34
values of its customers (providing frugal Cebuano customers with cheap and convenient services
to ease their worries). HanLeTia positions their The M int Print to actualize their customers’
creativity, ambition, hard work, and resilience on paper without any inconveniences. Though the
brand has cheaper products and services when compared to other companies, the brand must also
be noted for a higher quality than other cheap alternatives; therefore, it is imperative that the
company’s sleek and fast image is established. HanLeTia aims to focus on conveying that the
M intPrint is more than just a service, it is a service dedicated to allowing Cebuanos to spend less
on printing services for a cheap price, meanwhile easing their worries quality-wise.

4.3. Product Strategy

Figure 4.4
Location: Rosedale Place

35
 Figure 4.5
Location: Barrio Luz

Figure 4.6
Location: Deca Homes

Please refer to figures 4.4, 4.5, and 4.6 above for visualization of the machine in the target
location. The M int Print will be sold with all the features described in the Product Review section;

36
however, it must be noted that printing services are the primary service of the machine and cutting
services are supplementary. In summary, it provides printing and cutting services through a self-
service machine. The device is to be made commercially available as a service provider in order
to address the issues of a lack of cheap and convenient printing and cutting services with businesses
closing down and insufficient household funds for the common Filipino family to invest in and
maintain both machines as at-home devices. The market demand for this product and service is
sufficient and rising as noted by Companies A and B in the Competitive Review section of this
marketing plan. As a brand that sells a variety of products that range from products for regular use,
for official use, and for sale in a customers’ personal business, The M int Print’s product strategy
will be the products’ attributes, focusing on the products’ quality, its features’ and style and design.
HanLeTia takes a return-on-quality approach to the products and will regularly invest in
better technology that may improve the machines as well as weekly quality tests on each machine
out in the market. A bi-annual discussion with the maintenance team on machine improvement
will be conducted. This will help ensure two things. First, that The M int Print produces products
that can surpass the standards that the target market has. The performance quality that the company
aims for is one with seamless connection and printing, streakless toner coverage with crisp details,
and streakless final products. Second, the conformance quality that the company aims for is one
with day-to-day consistency. The quality tests, built-in sensors, and the support line will carry out
the task of consistency along with the quality machine parts. In the case of any issues, the company
maintenance team will be sent to assess and fix the problem. In the case of traffic, HanLeTia has
devised a strategy to circumvent this long-term issue. A motorbike is smaller and will be able to
slip through traffic easier and the first member of the team can use this to arrive while other
members of the team can use a bigger vehicle along with other bulky but necessary tools and
supplies. This would allow the first person of the team to assess the situation, show customers that
fixes are being done, and, in the case that the problem is minor, fix the issue with the machine.
Proper training and instruction of the team in this aspect will be required.
The style and design of the machine is integral to the brand. The style will be
characteristically similar to an ATM machine or other self-service printing kiosks in the market
and will almost entirely be the color mint with the signages in the font Baloo 2 with differing line
weights. This gives a fresh and unique look to the machine, making it interesting to look at and
exciting to use. The design layout will be easy to use and intuitive. The touch-screen, for example,

37
will display an easy-to-use introduction to the features of the machine and then simple options
pages.
As customers are converted and machine availability increases, more varieties of paper will
be made available. A Kraft Sticker paper will be added to the options, providing a wider variety
of sticker options for small small business owners. All aspects of the marketing mix will be
consistent with the brand..

4.4. Pricing Strategy

There is little price variation in the paper and sticker printing industry but because it is
highly competitive as noted by the firm in the Competitive Review section of this paper, HanLeTia
has inferred that the industry has a pure competition market structure. The M int Print’s main
competitors are internet cafes in Cebu and M andaue City, Clavano Printers, and One Trinity
M erchandising Inc, with an average small-batch price range of Php 1.50 up to Php 10, while M int
Print prices their products from Php 0.80 up to Php 9. Given that consumers of this market are
highly-price influenced due to the similarity in goods and services, HanLeTia has decided to
employ a competition-based pricing. Additionally, the company will utilize a discount and
allowance pricing, specifically volume or quantity discounts. This pricing strategy is similarly
employed by the brand’s main competitors as printing companies. According to one such
company, “In the printing industry, the principle of ‘cheaper by the dozen’ applies.”
For a full price list as well as the profits of each product/service and the cost of supplies
with where they have been canvassed, refer to Tables 4.1, 4.2, and 4.3 in the appendix.

Table 4.1
Supply Costing
Price Q ty When
Product Suppliers (PHP) Purchased Shipping
(𝐷𝑒𝑠𝑖𝑔𝑛 𝐿𝑒𝑛𝑔𝑡ℎ × 𝐷𝑒𝑠𝑖𝑔𝑛 𝑊𝑖𝑑𝑡ℎ) × (𝑃𝑟𝑖𝑐𝑒 𝑝𝑒𝑟 𝑆𝑞𝑢𝑎𝑟𝑒 𝐼𝑛𝑐ℎ ) × (𝑁𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝑆𝑡𝑖𝑐𝑘𝑒𝑟𝑠)
= 𝑇𝑜𝑡𝑎𝑙 𝑃𝑟𝑖𝑐𝑒 𝑜𝑓 𝑜𝑟𝑑𝑒𝑟

Toner

Cartridge (black) ASTA 1,500.00 1 40

PrinDex
Cartridge (colored) Philippin 599.00 1 40

38
 es

Refill
Shenzhen
Cainuo
Technolo
Black gy Co. 1,177.00 50 bottles 43
Shenzhen
Cainuo
Technolo
Colored gy Co. 1,177.00 50 bottles 43

Paper
Shanghai
Shiguan
Printing
Sticker Paper Co. 15,000.00 10000 Sheets 150
Ritscher
Paper
Products
Writing Paper Limited 500.00 100000 Sheets 42
Dong
Guan
Zhong
Shi Tuo
Enterpris
Gloss Coated e 500.00 15000 Sheets 42
Starmark
Enterpris
Matte-coated es 206.00 100 Sheets 38
Shanghai
Shengto
ng
T rading
Transparent Paper Co. 14528.25 7920 Sheets 100
Jinya
Intelligen
t
Technolo
gy
Shanghai
Vinyl paper Co. 16500.00 10,000 Sheets 100
Receip
t

Machine Xiamen 5454.84 3 machine 1262.69

39
 Jingpu
Electroni
c
Technolo
gy Co.,
Ltd.
Shenzen
United
Foisen
Technolo
Paper refills gy Co. 400.00 1000 rolls 48

Table 4.2
Product Pricing Calculations

1) Regular Printing Cost (PHP) 4) Gloss-coated Cost (PHP)

Paper 0.6 Paper 0.11
Ink 0.039 Ink 0.039
T otal Cost 0.639 T otal Cost 0.149
Price 6 Price 5

T otal Profit per page 5.361 T otal Profit per page 4.851
2) Sticker Printing--Regular
Glossy 5) Transparent Sticker Paper
Paper 1.52 Paper 1.85
Ink 0.056 Ink 0.056
T otal Cost per page 1.576 T otal Cost 1.906
Price 9 Price 8
T otal Profit per page 7.424 T otal Profit per page 6.094
3) Vinyl Sticker Paper
Paper 1.66
Ink 0.056
T otal Cost 1.716
Price 8
T otal Profit per page 6.284

40
Table 4.3
Full Price List

Sticker Printing-Regular Sticker Printing-Vinyl Sticker Printing-Transparent

Price Per
Number of Square Inch Number of Number of
Stickers (PHP) Stickers Price per Page Stickers Price per Page

1-99 0.80 1-99 0.85 1-99 0.90

100-999 0.70 100-999 0.75 100-999 0.80

1000-4,999 0.60 1000-4,999 0.65 1000-4,999 0.70

5000-9999 0.50 5000-9999 0.55 5000-9999 0.60

10000-19999 0.40 10000-19999 0.45 10000-19999 0.50

20000-49999 0.35 20000-49999 0.40 20000-49999 0.45

50000-99999 0.30 50000-99999 0.35 50000-99999 0.40

100000+ 0.25 100000+ 0.30 100000+ 0.35

Regular Printing Regular Paper Cutting Matte-coated

Number of
Number of pages Price per Page Inches Price (PHP) pages Price per Page

1-5 5 1-49 0.1 1-5 8

6-500 4 50-499 0.7 6-15 6

500 3 500+ 0.5 16-50 4

51+ 2.5

Gloss-coated Sticker Paper Cutting

Number of pages Price per Page Inches Price (PHP)

1-5 5 1-49 1.5

6-499 4 50-499 0.9

500+ 2 500+ 0.55

This same concept will apply to the pricing of stickers where a certain quota of stickers
must be bought in order to lower the price per square inch of the sticker. The sticker will then be

41
priced through the following formula: (𝐷𝑒𝑠𝑖𝑔𝑛 𝐿𝑒𝑛𝑔𝑡ℎ × 𝐷𝑒𝑠𝑖𝑔𝑛 𝑊𝑖𝑑𝑡ℎ) ×
(𝑃𝑟𝑖𝑐𝑒 𝑝𝑒𝑟 𝑆𝑞𝑢𝑎𝑟𝑒 𝐼𝑛𝑐ℎ ) × (𝑁𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝑆𝑡𝑖𝑐𝑘𝑒𝑟𝑠) = 𝑇𝑜𝑡𝑎𝑙 𝑃𝑟𝑖𝑐𝑒 𝑜𝑓 𝑂𝑟𝑑𝑒𝑟
Given that The M int Print claims superior quality over cheap alternatives, it must be careful
to position itself as a lower-cost product and service but altogether different from the rest due to
its advanced technology and efficiency. As The M int Print will be distributed solely by the
company, prices will stay consistent throughout all brand branches.

4.5. Place/Distribution Strategy

The M int Print has a vast and complex value delivery network, despite having a direct
marketing channel, due to the numerous suppliers that the brand buys from. However, selling to
customers is simple as the brand is both the manufacturer and distributor of the machines as well
and the services provided.

42
 The company will station The M int Print in target locations for each rollout. The rollouts
have been divided so in order to determine where these printers are needed the most, in the goal
of fitting The M int Print’s customers’ needs and wants. This has also been divided in order to
determine how the company can safely roll out these printers while maintaining social distancing
with this pandemic. For the first rollout, the printers will be placed in:
● Economic-to-mid-cost housing subdivisions - Subdivisions in Cebu City such as
Lahug Prime Residences, Ultima Prime Residences, BF City Homes Buhisan. In
particular, the machine is to be placed in Deca Homes M andaue Prime.
● Sitios - Sitios such as Barrio Luz, Sitio Langub in Buhisan, and Sitio Sambag 2
Guadalupe. In particular, the machine is to be placed in Barrio Luz.
● Strip malls and other commercial areas near schools - Locations such as Rosedale
Place, Century Plaza, Cherry Court . In particular, the machine is to be placed in
Rosedale Place.
The machines will be stationed in areas clearly viewed by a CCTV camera in order to
ensure safety of the machine and its customers. Both Rosedale Place and Deca Homes M andaue
Prime will have building/subdivision security to help safeguard the machines. Thieves and those
inflicting property damage will be reported to the police and charged. The M int Print will be
stationed in these locations in the first year for three weeks in the first month of launch. For rent
costs and additional details on these places, refer to Table 5.1 in Budget and Financials chapter
of this marketing plan.
Universities and colleges are being faced with the need for offering more services to their
students, The Mint Print offers printing and cutting services at low prices, convenient for students
and faculty. M ost hotels and managed offices need to supply staff to manage business centres
helping customers with printing, scanning, faxing and copying requirements, adding costs to the
business. The M int Print ATM aids the given channel by reducing these costs. As COVID-19
restrictions are slowly being lifted, more people are visiting retail stores and The M int Print gives
retailers the opportunity to print needed receipts, and stickers, allowing the retail industry to add
more services.
Currently, some sitios have lockdown restrictions, and may be unable to print necessary
documents. Putting The M int Print machine would greatly benefit them as they would be able to
print whenever they need. An example of this is when someone is in a rush to print an important

43
document such as a health declaration form; however, the internet cafes near them are closed. The
M int Print would be inside their sito, ready for consumers to print necessary documents with easy
instructions and speedy printing.
In order to serve those who wish to reduce their and their family’s exposure to the virus,
Economic-to-mid-cost housing subdivisions will also be targeted for The M int Print’s distribution
area. As teachers and students print modules and other necessary documents, the additional option
of The M int Print, being stationed in commercial areas near schools, would help convert users to
the reliability and convenience of the service. However, to better serve the general population,
strip malls will also be targeted as these malls usually have less restrictions and therefore have less
risk for profitability.
As The M int Print gains acceptance, channels will expand to shopping malls, government
agencies (Department of Trade, 2015), inside schools, and hotels when traffic in major shopping
malls increases and thereby profitable deals can be made with the institutions. Shopping malls
currently have stricter guidelines and IATF interference, a mall’s consumer traffic is volatile in
times of resurgence and virus waves. Additionally, HanLeTia hopes to arrange for special
contractual use of The M int Print for institutions such as government agencies, schools, and hotels
to bring about institutional conversion to The M int Print’s services.
The Xerox Instant Print targets these channels specifically due to the necessity of printing
in these locations. For the second year, the brand will be expanding to the outskirts of Cebu City
and to Lapu-lapu City especially towards shopping malls and will be attempting to be contracted
for use in government offices, schools, and internet cafes. This second-year strategy is similar to
Xerox’s strategy for their launch.
For delivery of items to the machines, three people will be employed for the dual purpose
of maintaining the machines as mechanics and stocking the machines as delivery personnel. This
number will continue to expand as more machines are established.
HanLeTia plans to eventually develop the distribution of the brand into a franchise
organization, wherein separate entities buy the right to own, operate, and profit from a machine.
However, all goods and maintenance will come from the HanLeTia company. Additionally,
HanLeTia plans to consider vertical integration through the manufacturing of their own printer and
cutting plotter brand.
4.6. Promotion/Marketing Communications Strategy

44
 The marketing communications strategy for The M int Print’s first year will be utilizing
both traditional and digital channels, as this point of the strategy will be crucial for the future of
the business. As mentioned previously, the target audience will be low-income individuals in Cebu
City and M andaue City from the ages 13 and above. However, the traditional channels will have
to target those 30 and above while those 30 and below will be targeted with digital channels. The
communications objectives will include building brand awareness, reducing the digital learning
curve for the specific machine, and developing brand loyalty and therefore increasing market
penetration. The central message of the brand is “The M int Print is money right back into your
wallet” and will be written across channels with golden and bubbly letters, preferably similar or
the same as the logo’s font, Baloo 2. The line weight may differ per promotion depending on how
visible the words must be. This message is meant to be a pun on the “M int” portion of the brand
name, as it is reminiscent of a coinage mint that produces the country’s coins. The three specific
channels that the brand will be promoted on and that will initiate the campaign are the digital
channel, Facebook, and the traditional channels of tarpaulin posters and stickers. From there, user-
generated content will be spread throughout other digital channels such as Instagram and TikTok,
which will be managed by the executives of the company for the first year after the launch.
Additionally, throughout all channels, employees will be posting positive comments and helpful
tips as a review of the brand.
The table below represents the initial campaign during the first three months after the
launch of the brand.

S tickers with the image of the Facebook video and photo Tarpaulin posters will be
M int Print logo, the central advertisements will similarly posted near machines in
message and the location of aim to reduce the digital rented advertising spots, each
the branches will be stuck on learning curve for the within a 5 Kilometer distance
random noticeable places in machines but will from each other in an effort to
the city. This would represent simultaneously aim to build build brand awareness and
the central message and would brand loyalty. This will be have a clear opening. The
showcase The M int Print’s done through tutorials that are central message and the
sticker printing ability. These community done under the words “The cheapest printing

45
 stickers would be distributed hashtag #PrintForTheM int for all your needs with laser
as a free optional gift in a and professional tutorials as accuracy, in XX (name of
basket or bag next to the made by the subcontractors. nearest location) now!” will
machines with a sign saying to Additionally, under the be printed on these tarpaulins.
stick it somewhere. This will hashtag, users will be The additional message will
prompt customers to put it up encouraged to share their first provide context which will
somewhere which will spread time printing with The M int be supplemented by a smaller
the word on the brand. Print, and what they have to but visible print of branch
Additionally, the stickers will print for, bringing an locations and the office phone
be put up by the company on emotional and meaningful number. To make the
any permissible building aspect to the brand. The advertisements more eye-
window, railings, bars, water introduction video and post on catching, each tarpaulin will
bottles, and laptop covers. A this will be a student printing have a paper tear-off
highlight reel of the places the on The M int Print for their underside design similar to
sticker has been stuck on will schoolwork and for their small other posters that resembles
be posted on social media. business in order to sustain tearing off money to further
their household, further carry the message.
perpetuating the positioning of
the company as a economic-
to-mid-cost but ideal option.
This will be the portion of the
promotion that will be most
spread throughout other
platforms such as Instagram
and TikTok.

In the fifth month after the launch, a sales promotion using the tool of consumer promotion
will begin on social media to offer a sweepstakes style give away of a free month of printing and
cutting services through the use of a special limited-use scannable card that can be inserted in the
machine’s card acceptor in place of a credit or debit card. The rules will follow similar strategies
by other online sellers where users will have to follow a list of rules in order to have an entry in
the sweepstakes. The rules will be as follows:

46
 1) The user must be following the @themintprint on instagram and Tiktok and like
The Mint Print on Facebook and comment each social username
2) The user must tag three friends in their comment who must be following Rule 1
3) In the comment section list down the reasons why you need free printing and cutting
services
Employees will check every comment and will only list the person as an entry once all
rules are adhered to. The drawing will be randomized and the winner will be announced after a
week and 4 days. The message will be applied in this promotion as the company encourages users
to promote printing and cutting with The M int Print for one’s needs and ambitions so that one can
make a return on one’s studies, businesses, and more. Additional details regarding the promotion
will be identified in the post in fine print and are listed as follows:
1) The card is limited to 6,000 pesos with of printing and cutting services
2) The card will not be available for use after the time period finishes
3) In the case of a suspected fraudulent winner, employees will notify the winner and
in the case that this is confirmed before the sixth month begins, another winner will
be chosen.
This promotion will bring brand awareness and will develop brand loyalty not only for the
winner but also those who pay attention to the comments. The mission as well as the message is
thus made known. This will be the final promotional campaign for the year but social media pages
will be up and running for both sharing and for inquiries throughout the year and beyond. Please
refer to the figures 4.1, 4.2 and 4.3 for a design mock-up of the stickers and the tarpaulin poster.
Feedback from these campaigns will be gathered by the executives from netizen comments
and messages during the first year after the launch of the brand.
In setting the promotion budget, the company will be employing an objective-and-task
method. Therefore, in order to achieve the objectives above, the company will need to set a
promotion budget of at least Php 85000 for the first year after the machine launch. The company
plans to mainly utilize the promotional tools of advertisements, direct and digital marketing and
sales promotion.

Figure 4.1
Sticker Mock-Up

47
Figure 4.2
Tarpaulin Poster Front

Figure 4.3
Tarpaulin Poster Back Commented [1]: note this as a new fig
Commented [2]: @hctse@parefsouthcrest.edu.ph in
the appendix

48
 4.7. Marketing Research Plans
To remain consistent with the online promotional approach, The M int Print will monitor
online discussions. In this manner, the company will gauge customer perceptions of the brand, the
products, and general satisfaction. This data will be later utilized as the basis of conceptualization
for promotional plans in the second year after the launch. For future development of the product,
the company maintenance team will be consulted and optional satisfaction and suggestion surveys
will be given at the end of every purchase. These reviews will be discussed at length bi-anually
with the maintenance team to assess the machines for improvements. To identify potential spaces
to install the machines, data of areas will be assessed.

V. ACTION PROGRAMS , BUDGETS AND CONTROLS Commented [3]: ppt

Action Programs for Six Months

Month Action Plan Description

January The first machine will launch and will have a grand opening.
through the use of one signage and flower stands as well as
balloons. For the first day, one mechanic will be standing by the

49
 machine to help customers. The second and third machine
launches will occur a week apart from the first as well as each
other. These launches will have the same opening requirements
to make it grand.

During the first month of releasing The M int Print, HanLeTia’s

employees will be promoting the machine to the public. Social
media pages will be established and will begin posting material.
The chosen social media platforms of the M int Print will be
mentioning the locations the machines will be stationed in. The
chosen social media platforms will also be releasing the price list
of the services offered by The M int Print as per the pricing
strategy.

As previously mentioned in the Promotion strategy of this

marketing plan, HanLeTia will be printing stickers of The M int
Print logo, its central message and the location of the branches.
This will be stuck by HanLeTia executives in noticeable places
in Cebu City such as the area near landmarks and statues. This
campaign will occur throughout the month and the stickers for
the first day will be placed and posted every 3 hours.

These stickers will also be distributed as an optional gift in a

basket or a bag next to machines, instructing people to stick it
somewhere. A highlight reel of the places the sticker has been
stuck on will be on social media pages, including the executive
postings.

M achine monitoring will also commence on the first week of

launch and throughout the rest of the month on a weekly basis.
Subcontractors and the company should be making the digital
campaign advertisements.

February In this month, HanLeTia will be focusing on launching its main

digital campaigns on Facebook, and will be extending it to
Instagram and TikTok. By the start of the month, the 2
advertisements should be finished and should have been shown
not only to executives and employees but also friends and
relatives in order to gauge their reaction. The first
#PrintForTheM int campaign will begin by first posting the

50
 contracted advertisement that details the use of the machine.
Executives and mechanics will be posting their use of the
machine on their personal accounts as part of allowing the
community to show their first experience of the machine. The
hashtag will be monitored hourly in the first 2 days after the
posting, then every 6 hours afterwards. Interactions between
users and the brand will occur through the comment section. At
this point, positive reviews and helpful instructions will also be
posted by the company through anonymous accounts.

After one week, the hashtag will be transformed through the

second advertisement being posted. M echanics will be asked to
post their own version on their personal accounts. The hashtag
will be monitored hourly in the first 2 days after the posting, then
every 6 hours afterwards.

Tiktok and Instagram pages will also be posting the videos,

promoting the hashtag, and interacting with customers but the
focus will be on Facebook consumers.

The price list will be posted once again. M achine monitoring will
continue on a weekly basis. HanLeTia will also begin taking note
of the surveys answered in the machine. M onthly goals will be
measured against the achievements for the month.

March Promotions for the third month after launch will be focusing on
the tarpaulin posters to be printed by a tarpaulin printing shop
and set up by HanLeTia executives in the first week of the month.
The tarpaulins will be set up in one day in the areas of sitios and
schools. M eanwhile these tarpaulins will be posted on social
media to show their unique design. The tarpaulins will be taken
down at the end of the month. Positive reviews will continue to
be posted.

M achine monitoring will continue on a weekly basis, surveys

will continue to be collected and reviewed, social media pages
will be updated and posting the price list. M onthly goals will
continue to be measured against the achievements for the month.

April During this month, HanLeTia will continue promoting M int Print

51
 and the specific features offered through the use of blogs, online
marketing, and social interaction. While positive reviews and
online social interactions will continue, the hashtag will reduce
monitoring through checks only every 12 hours.

M achine monitoring will continue on a weekly basis, surveys

will continue to be collected and reviewed, social media pages
will be updated and posting the price list. M onthly goals will
continue to be measured against the achievements for the month.

May To celebrate the fifth month of its release HanLeTia will be doing
a giveaway. HanLeTia will be posting the giveaway post and its
details first. They will be posting this on their social media
platforms, and the rules will follow similar strategies by online
sellers where users will have to follow a list of rules in order to
have an entry in the sweepstakes. After posting this, employees
will check every comment and will only list the person as an
entry once all rules are adhered to. This list will be contained in
a shared spreadsheet. The drawing will be randomized and the
winner will be announced after a week and 4 days through a
screen-recorded online drawing to be posted on social media.

M achine monitoring will continue on a weekly basis, surveys

will continue to be collected and reviewed, social media pages
will be updated and posting the price list. M onthly goals will
continue to be measured against the achievements for the month.

June HanLeTia will continue to focus on promoting the M int Print

through the social media pages. HanLeTia will be processing all
the feedback received from the promotion strategies. The survey
will be discussed with the mechanics to see how the machines
can be improved through the bi-annual maintenance team
discussion for future product developments.

M achine monitoring will continue on a weekly basis, surveys

will continue to be collected and reviewed, social media pages
will be updated and posting the price list. M onthly goals will
continue to be measured against the achievements for the month.

52
 5.2. Budgets and Financial Projections
The breakeven cost was calculated starting with categorizing the financials of the company
into variable costs and fixed costs. The variable costs consist of costs that will constantly change
such as: all paper types, toners, delivery fees, and marketing expenses, while fixed costs consist of
the monthly rent, electricity, water, wage-earner salaries, machine production expenses, cartridges,
and the receipt machine. The selling price per unit is calculated through the division of the gross
sales goals with the product number goals. Based on these goals and assumptions, the variable cost
per unit has a value of 0.27, the fixed cost had a total value of 639729.77, and the selling price per
unit was 4.46. The breakeven volume per unit has a value of 61029.21 prints and cuts and was
calculated with the formula shown below. Accordingly, the breakeven cost has a value of
656110.64. According to the goals and assumptions, this breakeven would be achieved in 2
months.
63 97 29.77
= 61029.21 prints
𝑃ℎ𝑝 10.75−0.27
For a more comprehensive break-even volume per unit calculation, please refer to table
5.3 in the appendix.

Table 5.1
Budget for Starting

Budget Worth 6 Months

Name of Cost Cost (PHP)
Writing paper 343.74
Letter 114.58
A4 114.58
Legal 114.58
Gloss-coated 60.51
Letter 20.17
A4 20.17

53
Legal 20.17
Matte-coated 2360.4
Letter 786.8
A4 786.8
Legal 786.8
Sticker paper 33616.22
Glossy 14732.13
Vinyl 14179.69
T ransparent 4704.40
Receipt Paper 400.00
Cartridge (black) 4500.00
Cartridge (colored) 1797.00
Black Refill Ink 2,354
Colored Refill Ink 2,354
Shipping and Delivery Costs 1782.69
T ransportation Budget Cost 60000
Monthly Rent Cost 28200
Near School 4200
Low-Cost-Housing 12000
Sitios 12000
Office Communication, Light, Water, and Electricity Cost 360000
Monthly Business Electricity Cost 10800
Monthly Maintenance and Delivery Team Salary 300000
Monthly Maintenance and Repairs Budget 50000
Machine Production Costs 988863.15
Printer 185531.67
Cutting Plotter 27455.37
Machine Assembly 59916.48
Software Design and Programming Fees 50000.00
Receipt Machine 6717.53

54
LCD T ouch Screen 22728.48
Speaker 181.83
Computer System 154243.08
Surge Protector 1425
T otal 1819231.71

The budget for the first 6 months, and therefore the necessary budget to start up the
business, after opening all three of the M int Print machines consists of the per package cost of
each paper type, laser printer cartridge for color and black printing, and their refills. M onthly
fees such as electricity, maintenance, salary are also included in the budget, having been
appropriately adjusted to fit six months. Other costs such as the machine production costs,
shipping and delivery costs, monthly maintenance and repairs budget cost, and transportation
budget costs are included. Salaries of wage earners such as the maintenance team are included.
The budget concluded with a total of PHP 1,805,251.03 as the necessary budget needed to start
The M int Print.

Below is Table 5.2 containing rent specifications and other details of the places where the
machines will be installed.
Table 5.2
Rent Specifications

People Living or
Price per Reference Working in the
Place Month Person Area Additional Notes

Name of
Category Place

Differing 1) For a commercial space so

Deca Karen, subdivisions have this may be lower; 2) Homes
Low-Cost Homes Office different unit in these residences cost 1.2-
Housing Residences 2000 Personnel numbers as well as 1.5 million

55
 differing facilities;
Carcar Prime
Residences has 230
units

Dave,
Secretary of
the
Barangay 16175 (2020 1) Living costs in the area are
Sitios Barrio Luz 2000-3000 Hall census) 6000 a month on average

Commercial Near University of

Areas Near Anonymous San Carlos and
Schools Rosedale 700 Manager other offices

Strip Malls

5.3. Controls/M onitoring Systems

HanLeTia plans to initiate monitoring systems for each The M int Print machine. Each
machine is required to have control measures when it comes to the paper and ink supply, machine
maintenance, printing quality, brand awareness, brand image and consumer satisfaction. A
consistent monitoring system allows the company to be fully aware of the wellbeing of The M int
Print machines and handle any conflict that could potentially occur. The system includes accurate
sensors for ink and paper levels in the machine as well as alerts from the printer itself. To safeguard
against natural calamities or harsh weather conditions, the weather must be monitored as well. A
directive should be in order in the case of emergency weather situations that can protect the
machines. Promotional activities for the company such as social media platforms and their
engagements are monitored closely. Problems with the machine may not be reported but posted
online instead which necessitates vigilant monitoring of online forums and platforms. Other early
warning signals that will be monitored for signs of deviation from the plan include monthly sales
(by product and channel) and monthly expenses.

56
 VI. REFERENCES

Books
Saunders, M ., Lewis, P., & Thornhill, A. (2009). Research methods for business students, 5th Ed.
Essex, England: Pearson Education Limited.

Kotler, P., & Armstrong, G. (2020). Principles of MARKETING (Global Edition ed., Vol. 18e).
Pearson.

Government Publication

● Department of Trade. (2018, April 16). M anual on Disability Inclusive Governance.

Dti.gov.ph. https://www.dti.gov.ph/good-governance-program/persons-with-disabilities-
pwd-program/
● Department of Trade. (2015). Securing The Future of Philippine Industries.

Industry.gov.ph/Industry/Paper/. https://industry.gov.ph/industry/paper/

● Philippine Statistics Authority. (2021, January). January 2021 Employment Rate in Central

Visayas (Preliminary Results) | PSA Central Visayas Website. Psa.gov.ph.

57
 http://rsso07.psa.gov.ph/article/january-2021-employment-rate-central-visayas-

preliminary-results

● Philippine Statistics Authority. (2021, November 9). GDP posted a growth of 7.1 percent

in the third quarter of 2021. Psa.gov.ph. https://psa.gov.ph/national-accounts

● Philippine Statistics Authority. (2021). Unemployment Rate in September 2021 is

Estimated at 8.9 Percent | Philippine Statistics Authority. Psa.gov.ph.
https://psa.gov.ph/content/unemployment-rate-september-2021-estimated-89-percent

Internet Sources

● Campos, O. V. (2021, M arch 12). Online business registrations increased to 7,525 as of

M arch 15. Retrieved November 12, 2021, from
https://www.manilastandard.net/business/it-telecom/350015/online-business-
registrations-increased-to-7-525-as-of-march-15.html
● Canlas, M . (2014, M ay 26). The breakdown of students’ allowance. Philstar.com;

Philstar.com. https://www.philstar.com/other-

sections/campus/2014/05/26/1327597/breakdown-students-allowance

● Cigaral, I. (2019, October 26). Filipinos' love for shopping malls to keep M anila retail
afloat. Retrieved November 12, 2021, from
https://www.philstar.com/business/2019/10/25/1963288/filipinos-love-shopping-malls-
keep-manila-retail-afloat
● Crowley, E. (2021). The Greatest Threat to the Printing Industry. WhatTheyThink.

https://whattheythink.com/articles/5360-greatest-threat-printing-industry/

● Dimaala, J., Gregorio, R., Pamil, A., & Vanzuela, C. (2019). In Partial Fulfillment of the

Requirements for the course of Business Analytics. 6.

58
 http://ijariie.com/AdminUploadPdf/SPENDING_BEHAVIOR__M ONTHLY_ALLOWA

NCE_AFFECTING_GENERAL__WEIGHTED_AVERAGE_OF_BUSINESS_M ANAG

EM ENT_STUDENTS_OF__POLYTEHNIC_UNIVERSITY_OF_THE_PHILIPPINES_i

jariie11003.pdf

● Doronila, A. (2016, April 1). Cebu ‘poverty capital of the Philippines.’ INQUIRER.Net.
Retrieved November 9, 2021, from https://opinion.inquirer.net/94086/cebu-poverty-
capital-philippines
● Hewlett-Packard Company. (2021). HP Virtual Museum: Hewlett-Packard DeskJet
printer, 1988. Hp.com.
https://www.hp.com/hpinfo/abouthp/histnfacts/museum/imagingprinting/0019/index.html
● M enchavez , E. M . (2020, August 1). Understanding your rights as a lessor or lessee
during the period of non-operation brought about by the COVID-19 pandemic. CM S
LAW. Retrieved November 13, 2021, from https://www.cmslawph.com/news-
publications/2020/8/1/understanding-your-rights-as-a-lessor-or-lessee-during-the-period-
of-non-operation-brought-about-by-the-covid-19-pandemic.

● Nakpil, D. (2020, M ay 7). IATF: Shopping Centers to reopen in areas under GCQ, but no
mall sales allowed. Retrieved November 09, 2021, from
https://www.cnn.ph/news/2020/5/7/Shopping-centers-reopen-GCQ-no-sale.html

● Pezzuti, T., & Pechmann, C. (2019, February). Hyperopia and frugality: Different
motivational drivers ... Retrieved November 16, 2021, from
https://www.researchgate.net/publication/327189828_Hyperopia_and_Frugality_Differen
t_M otivational_Drivers_and_Yet_Similar_Effects_on_Consumer_Spending
● Ranada, P. (2021, M arch 23). Gyms, spas, internet cafes in Metro Manila ordered closed
until April 4. Rappler; Rappler. https://www.rappler.com/nation/gyms-spas-internet-cafes-
metro-manila-ordered-closed-until-april-4
● Simeon, L. M . (2021, October 24). 'Philippines to lead Asean Growth in 2022'. Retrieved
November 16, 2021, from
https://www.philstar.com/business/2021/10/25/2136402/philippines-lead-asean-growth-
2022

59
 ● Sunstar (2021, July 14). 8.08m population of region 7 speaks of wealth of resources.
Retrieved November 16, 2021, from https://ph.news.yahoo.com/8-08m-population-
region-7-103900543.html
● Board, J. (2020, November 14). 21 typhoons have hit the Philippines this year with
increased intensity, foreshadowing a 'really scary' future . Retrieved November 16, 2021,
from https://www.channelnewsasia.com/climatechange/philippines-typhoon-climate-
change-haiyan-goni-vamco-1339996
● Lawton Reprographics. (2016, July 14). Digital Printing: How It Works and what the
benefits are: Printing Dallas, TX. Retrieved November 19, 2021, from
https://www.lawtonrepro.com/digital-printing-how-it-works-and-what-are-the-benefits/
● Aguila, K. M . (2016, February 26). Self-service: Why millennials want it. Retrieved
November 23, 2021, from https://www.philstar.com/business/business-as-
usual/2015/10/11/1509587/self-service-why-millennials-want-it
● Rappler.com. (2020, August 14). Help! these schools need bond paper, printers for
students' learning modules. Retrieved November 24, 2021, from
https://www.rappler.com/moveph/help-schools-buy-bond-papers-printers-learning-
modules
● Hernando-M alipot, M ., & M anila Bulletin. (2021, September 14). Group slams budget

cut in education amidst the COVID-19 pandemic. M anila Bulletin.

https://mb.com.ph/2021/09/14/group-slams-budget-cut-in-education-amidst-the-covid-

19-pandemic/

VII. APPENDICES

Table 1.1
Printer Specifications

60
S ystem Specifications
Xerox® VersaLink® C605 Color Multifunction Printer

One-sided S peed
8.5 x 11 in. A4/210 x 297 mm
8.5 x 14 in./216 x 356 mm
Up to 55 ppm color and black-and-white
Up to 53 ppm color and black-and-white
Up to 45 ppm color and black-and-white

M onthly Duty Cycle

Up to 120,000 pages/month

Recommended Average
M onthly Print Volume Up to 17,000 pages

Hard Drive
Optional 320 GB HDD

Processor
1.05GHz ARM Dual-Core

M emory
2 GB

OPERATING ENVIRONMENT

Required Temperature Range

(Storage) 32° to 95° F (0° to 35° C)

Required Temperature Range

(Operating) 50° to 90° F (10° to 32° C)

Required Relative Humidity

15% to 85%

Boot Time (from Off to UI

Ready) As fast as 52 seconds

Warm-up Time (from Sleep to

UI Ready) As fast as 11 seconds

DIMENS IONS WIDTH DEPTH HEIGHT WEIGHT

AND WEIGHT
(UNPACKAGED)

Base Unit 16.9 18.4 in./465.5 17.5 in./443.4 mm 64.8 lb./29.4 kg

61
 in./427.4 mm
mm

PRINT

First-Print-Out Time As fast as 5.1 seconds color/4.7 seconds black-and-white

Print Resolution Up to 1200 x 2400 dpi

Print from USB Allows walk-up printing from Type A USB port Supports
direct printing from computer via Type B USB port
Supported file formats: PDF, JPEG, TIFF, XPS, PDF/A

Operating System Windows® 7, 8, 8.1, 10

Windows Server 2008 SP2, Server 2008 R2 SP1, Server
2012, Server 2012 R2, Server 2016
macOS® 10.11, 10.12, 10.13
Citrix®
Redhat® Enterprise
Linux®
Fedora Core IBM ®
AIX®
HP-UX®
Oracle®
Solaris SUSE®
SAP®

Security Features Access Controls

AES 256-bit Encryption
Audit Log
Certificate Path Validation
Certificate Revocation List (CRL)/Status Protocol (OCSP)
Detection of External Program Falsification (XCP Plug-in)
Cisco® Identity Services Engine (ISE) Integration Domain
Filtering
FIPS 140-2
Firmware Verification
Immediate Disk Overwrite
IP Address Filtering
IPsec
Network Authentication
Port Filtering
Pre-installed Self-Signed Certificates
Role Based Permissions

62
 Secure Print
Security Certificate M anagement
Smart Card Enablement (CAC/PIV/.NET)
SNM Pv3
Status Protocol (OCSP)
TLS/SSL
Trusted Platform M odule (TPM )

Table 1.2
Cutter Specifications

Brand Redsail
PVC sticker, Reflective sticker,
S upported Media width Paper board, Vinyl film
Cutting Speed 600 mm/s

Cutting Force 10-500 g

Resolution 1000 DPI

Figure 1.1 Figure 1.2

The Mint Print Mockup The Mint Print Mockup Side-view

63
Figure 1.3
The Mint Print Front Layout Mock-up

Figure 1.4
Three Dimensional Mock-up

64
Figure 1.5
Inside of The Mint Print machine

Figure 1.6
Prototype-Printing service

65
Figure 1.7
Prototype-Cutting service

66
Table 1.3
Printing Service Prices and Convenience Comparison

67
Business The M int Clavano M egaM aXx PAREF Cebu City Public
Name Print Printers InternetCafe Southcrest Library
School

Price Range ₱3-₱5 ₱2 ₱4 ₱5 ₱3

(for one black
printed
paper)

Convenience - - - - -

c) Time 24/7 8AM - 5:30PM 24/7 M onday, M ondays to

Open Tuesday, Saturdays
Thursday,
and Friday 8AM - 5PM
from 9 AM to
3 PM

d) The M int Delivery is -with other -class time

Locati Print will be available for people there interference -only in one
on stationed in convenience (lack of social -only students location
three distancing) of the school
separate -only in one could avail of
locations. or a few these services
The locations per (applies to all
commercial brand unless school
location highly printers)
near school franchised -only in one
will be -open 24/7 location. For
convenient -allows other school
for teachers customers printers in
and later on who are other schools,

68
 this will already there printers are
include to use the limited only
students. printing to school
The service with areas
economic- the computers
to-mid-cost
housing
location will
be
convenient
for home-
owners and
their school
children.
The sitio
location will
be
convenient
for the low-
income
community
home
owners and
their school
children.

Table 1.4
Sticker Service Prices and Convenience Comparison

Business Name The M int Print Spark Graphic Creations

Price Range (for one black ₱7 ₱8.33

69
 printed paper)

Convenience - -

Time Open 24/7 M ondays to Saturdays, 9AM - 6PM

Location The M int Print will be -only stationed in one location

stationed in three different
locations for the convenience
of their customers.

Table 3.1
Sales Forecast- First Year

Estimated Forecasted
Forecasted Percentage of Average Sheet Product Number Breakeven Estimated
Product/Service Gross Sales Total Revenue Order (at full pricing) Cost Customers

Regular Printing 2200000 40.00% 3 440000.00 41666.67 146666.67

Sticker Printing- 2 (12 2x2 stickers 15755.21
Regular 1210000 22.00% per page) 6312.93 7877.60
Sticker Printing- 2 (12 2x2 stickers 10110.29
Vinyl 825000 15.00% per page) 5842.52 5055.15

Sticker Printing- 2 (12 2x2 stickers 3819.44

Transparent 330000 6.00% per page) 5318.29 1909.72

Matte-coated 110000 2.00% 5 13750.00 6145.83 2750.00

Gloss-coated 110000 2.00% 5 22000.00 6833.33 4400.00

Regular Paper 2 (3 6x4 pictures 5327.38095
Cutting 330000 6.00% per page) 3928.57 2 1964.29
Sticker Paper 2 (12 2x2 stickers 5185.66743
Cutting 385000 7.00% per page) 2228.01 8 1114.00
Average per
Total 5500000 100.00% customer: 2.88 511591.53 47632.63 171737.43

Per Month 458333.33 42632.63 8552.72 14311.45

70
Table 3.2
Sales Forecast- Second Year
Percent
age Percent
Increas age Percent
Percent e of Forecaste Increas age
age of Forecas d Product e of Increase
Total Forecast ted Estimated Number Product of
Product/Se Revenu ed Gross Gross Average Sheet (at full Breakeven Numbe Estimated Custom
rvice e Sales Sales Order pricing) cost r Goals Customers ers
Regular 506400.0
Printing 40.00% 2532000 15.09% 3 0 6511.067708 15.09% 168800 15.09%
Sticker 2 (12 2x2 18132.81
Printing- stickers per
Regular 22.00% 1392600 15.09% page) 6511.067708 15.09% 9066 13.11%
Sticker 2 (12 2x2 11636.03
Printing- stickers per
Vinyl 15.00% 949500 15.09% page) 5969.669118 15.09% 5818.014706 15.09%
Sticker 4395.83
Printing- 2 (12 2x2
Transpare stickers per
nt 6.00% 379800 15.09% page) 5366.319444 15.09% 2197.916667 15.09%
Matte- 126600 15825.00
coated 2.00% 15.09% 5 6318.75 15.09% 3165 13.11%
Gloss- 126600 25320.00
coated 2.00% 15.09% 5 7110 15.09% 5064 15.09%
Regular 2 (3 6x4
Paper pictures per
Cutting 6.00% 379800 15.09% page) 4521.43 5376.785714 15.09% 2260.714286 15.09%
Sticker 2 (12 2x2
Paper stickers per
Cutting 7.00% 443100 15.09% page) 2564.24 5213.686343 15.09% 1282.118056 15.09%
100.00 588795.3
Total % 6330000 15.09% Average: 2.88 4 54066.27833 15.09% 197654 15.09%
Per
Month 527500 1.26% 49066.28 9088.856527 1.26% 16471.18 1.26%
Table 4.1
Supply Costing
Price Q ty When
Product Suppliers (PHP) Purchased Shipping

71
 (𝐷𝑒𝑠𝑖𝑔𝑛 𝐿𝑒𝑛𝑔𝑡ℎ × 𝐷𝑒𝑠𝑖𝑔𝑛 𝑊𝑖𝑑𝑡ℎ) × (𝑃𝑟𝑖𝑐𝑒 𝑝𝑒𝑟 𝑆𝑞𝑢𝑎𝑟𝑒 𝐼𝑛𝑐ℎ ) × (𝑁𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝑆𝑡𝑖𝑐𝑘𝑒𝑟𝑠)
= 𝑇𝑜𝑡𝑎𝑙 𝑃𝑟𝑖𝑐𝑒 𝑜𝑓 𝑜𝑟𝑑𝑒𝑟

Toner

Cartridge (black) ASTA 1,500.00 1 40

PrinDex
Cartridge (colored) Philippines 599.00 1 40

Refill
Shenzhen
Cainuo
Technolog
Black y Co. 1,177.00 50 bottles 43
Shenzhen
Cainuo
Technolog
Colored y Co. 1,177.00 50 bottles 43

Paper
Shanghai
Shiguan
Printing
Sticker Paper Co. 15,000.00 10000 Sheets 150
Ritscher
Paper
Products
Writing Paper Limited 500.00 100000 Sheets 42
Dong
Guan
Zhong Shi
Tuo
Gloss Coated Enterprise 500.00 15000 Sheets 42
Starmark
Matte-coated Enterprises 206.00 100 Sheets 38
Shanghai
Shengton
g T rading
Transparent Paper Co. 14528.25 7920 Sheets 100
Jinya
Intelligent
Technolog
y Shanghai
Vinyl paper Co. 16500.00 10,000 Sheets 100

Receip

72
 t

Xiamen
Jingpu
Electronic
Technolog
Machine y Co., Ltd. 5454.84 3 machine 1262.69
Shenzen
United
Foisen
Technolog
Paper refills y Co. 400.00 1000 rolls 48

Table 4.2
Product Pricing Calculations

1) Regular Printing Cost (PHP) 4) Gloss-coated Cost (PHP)

Paper 0.6 Paper 0.11
Ink 0.039 Ink 0.039

73
T otal Cost 0.639 T otal Cost 0.149
Price 6 Price 5

T otal Profit per page 5.361 T otal Profit per page 4.851
2) Sticker Printing--Regular
Glossy 5) Transparent Sticker Paper
Paper 1.52 Paper 1.85
Ink 0.056 Ink 0.056
T otal Cost per page 1.576 T otal Cost 1.906
Price 9 Price 8
T otal Profit per page 7.424 T otal Profit per page 6.094
3) Vinyl Sticker Paper
Paper 1.66
Ink 0.056
T otal Cost 1.716
Price 8
T otal Profit per page 6.284

Table 4.3
Full Price List

Sticker Printing-Regular Sticker Printing-Vinyl Sticker Printing-Transparent

Price Per
Number of Square Inch Number of Number of
Stickers (PHP) Stickers Price per Page Stickers Price per Page

74
1-99 0.80 1-99 0.85 1-99 0.90

100-999 0.70 100-999 0.75 100-999 0.80

1000-4,999 0.60 1000-4,999 0.65 1000-4,999 0.70

5000-9999 0.50 5000-9999 0.55 5000-9999 0.60

10000-19999 0.40 10000-19999 0.45 10000-19999 0.50

20000-49999 0.35 20000-49999 0.40 20000-49999 0.45

50000-99999 0.30 50000-99999 0.35 50000-99999 0.40

100000+ 0.25 100000+ 0.30 100000+ 0.35

Regular Printing Regular Paper Cutting Matte-coated

Number of
Number of pages Price per Page Inches Price (PHP) pages Price per Page

1-5 5 1-49 0.1 1-5 8

6-500 4 50-499 0.7 6-15 6

500 3 500+ 0.5 16-50 4

51+ 2.5

Gloss-coated Sticker Paper Cutting

Number of pages Price per Page Inches Price (PHP)

1-5 5 1-49 1.5

6-499 4 50-499 0.9

500+ 2 500+ 0.55

Figure 4.1
Sticker Mock-Up

75
Figure 4.2
Tarpaulin Poster

Figure 4.3
Tarpaulin Poster Back

76
Figure 4.4
Location: Rosedale Place

Figure 4.5

77
Location: Barrio Luz

Figure 4.6

78
Location: Deca Homes

Table 5.1
Budget Worth 6 Months

79
 Budget Worth 6 Months
Name of Cost Cost (PHP)
Writing paper 343.74
Letter 114.58
A4 114.58
Legal 114.58
Gloss-coated 60.51
Letter 20.17
A4 20.17
Legal 20.17
Matte-coated 2360.40
Letter 786.80
A4 786.80
Legal 786.80
Sticker paper 33616.22
Glossy 14732.13
Vinyl 14179.69
T ransparent 4704.40
Receipt Paper 400.00
T oner Cartridge (black) 4500.00
T oner Cartridge (colored) 1797.00
Black Refill T oner 2,354.00
Colored Refill T oner 2,354.00
Shipping and Delivery Costs 1782.69
T ransportation Budget Cost 60000.00
Rent Cost 28200.00
Near School 4200.00
Economic-to-mid-cost-Housing 12000.00
Sitios 12000.00
Office Communication, Light, Water, and Electricity Cost 360000.00

80
Monthly Business Electricity Cost 10800.00
Monthly Maintenance and Delivery Team Salary 300000.00
Monthly Maintenance and Repairs Budget 50000.00
Machine Production Costs 988863.15
Printer 185531.67
Cutting Plotter 27455.37
Machine Assembly (smaller parts) 59916.48
Software Design and Programming Fees 50000.00
Receipt Machine 6717.53
LCD T ouch Screen 22728.48
Speaker 181.83
Computer System 154243.08
Surge Protector 1425.00
T otal 1819231.71

Table 5.2
Rent Specifications

81
 People Living or
Price per Reference Working in the
Place Month Person Area Additional Notes

Name of
Category Place

Differing
subdivisions have
different unit
numbers as well as
differing facilities; 1) For a commercial space so
Deca Karen, Carcar Prime this may be lower; 2) Homes
Low-Cost Homes Office Residences has 230 in these residences cost 1.2-
Housing Residences 2000 Personnel units 1.5 million

Dave,
Secretary of
the
Barangay 16175 (2020 1) Living costs in the area are
Sitios Barrio Luz 2000-3000 Hall census) 6000 a month on average

Commercial Near University of

Areas Near Anonymous San Carlos and
Schools Rosedale 700 Manager other offices

Strip Malls

Table 5.3
Break Even Cost

82
 Variable Cost (PHP) Fixed Cost (PHP) Selling Price Per Unit
Name of
Name of Cost Cost Name of Cost Cost Product Cost
Gross Sales
Writing paper 343.74 Monthly Rent Cost 4700.00 Goals 5500000.00
Product
Number
Letter 114.58 Near School 700.00 Goals 511591.53
A4 114.58 Low-Cost-Housing 2000.00
Legal 114.58 Sitios 2000.00
Office Communication,
Light, Water, and Electricity
Gloss-coated 60.51 Cost 60000.00
Monthly Business Electricity
Letter 20.17 Cost 1800.00
Monthly Maintenance and
A4 20.17 Delivery Team Salary 50000.00
Monthly Maintenance and
Legal 20.17 Repairs Budget 8333.33
Matte-coated 2360.40 Machine Production Costs 988863.15
Letter 786.80 Printer 185531.67
A4 786.80 Cutting Plotter 27455.37
Legal 786.80 Machine Assembly 59916.48
Software Design and
Sticker paper 33616.22 Programming Fees 50000.00
Glossy 14732.13 Receipt Machine 6717.53
Vinyl 14179.69 LCD T ouch Screen 22728.48
Transparent 4704.40 Speaker 181.83
Black Refill Toner 1177.00 Computer System 154243.08
Colored Refill Toner 1177.00 Surge Protector 1425.00
Shipping and
Delivery Costs 1782.69 Receipt Paper 400.00
Monthly
Transportation
Budget Cost 10000.00 Cartridge (black) 4500.00

83
Marketing Expenses 83500.00 Cartridge (colored) 1797.00
Giveaway Budget 6000.00
Facebook
Advertisements Cost 55000.00
Subcontractor Costs 7500.00
T arpaulin Printing
Costs 15000.00
Selling
Price Per
Variable Cost Per Unit 0.27 Fixed Cost 639729.77 Unit 10.75
Breakeven Volume in Units 61029.21

84