ICE CREAM MAN

A Marketing Plan Presented to the Faculty of

Accountancy, Business and Management

MNHS Camaya Campus

In Partial Fulfillment of the Requirements

For the Subject

PRINCIPLES OF MARKETING

RAYA, JOHN GIL CYDRIX G.

CHARINA C. DIZON

Subject Teacher

February 10, 2021

ICE CREAM MAN MARKETING PLAN

TABLE OF CONTENTS

LIST OF APPENDICES…………………………………………………………………………………………………………… 2

EXECUTIVE SUMMARY………………………………………………………………………………………………………… 4

COMPANY PROFILE……………………………………………………………………………………………………………… 5

MARKET SEGMENTATION AND TARGETING…………………………………………………………………………. 6

SITUATION AND COMPANY ANALYSIS………………………………………………………………………………….. 6

ETHICS AND SOCIAL RESPONSIBILITIES…………………………………………………………………………………. 7

MARKETING RESEARCH AND INFORMATION………………………………………………………………………… 8

BUYERS PERSONA…………………………………………………………………………………………………………………. 8

POSITIONING AND DIFFERENTIATION…………………………………………………………………………………… 8

BRANDING……………………………………………………………………………………………………………………………. 9

MARKETING MIX…………………………………………………………………………………………………………………… 10

MEASUREMENT AND KPIs……………………………………………………………………………………………………… 11

BUDGETING…………………………………………………………………………………………………………………………… 11

ACTION PLAN………………………………………………………………………………………………………………………… 12

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ICE CREAM MAN MARKETING PLAN

LIST OF APPENDICES

Appendix A.

Product.

Appendix B.

Brochure.

Appendix C.

Curriculum Vitae

Personal Information

Name: RAYA, JOHN GIL CYDRIX G.

Address: Zone V Brgy. Camaya, Mariveles Bataan

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ICE CREAM MAN MARKETING PLAN

Mobile number: 0955654270

Email: Cydrixszxc@gmail.com

Birthday: March 28, 2003

Birthplace: Camaya zone 5 center Mariveles Bataan

Citizenship: Filipino

Gender: Male

Civil Status: Single

Father’s Name: Raya, Gilbert A.

Mother’s Name: Raya, Juanita G.

Education

 Elementary Graduate (June 2009-March 2015)

Antonio G. Llamas Elementary School
Poblacion, Mariveles Bataan
 High School Graduate (June 2015-April 2019)
Mariveles National High School Poblacion
Poblacion, Mariveles Bataan
 Senior High School (June 2019-Present)
Mariveles National High School Camaya-Campus
Zone 6 Camaya, Mariveles Bataan

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ICE CREAM MAN MARKETING PLAN

EXECUTIVE SUMMARY

CHICKEN SKIN NI DARREN will offer buttered, creamy; hot and spicy; good
quality of chicken skin that will accommodate the needs and wants of people
nowadays due to their time of work and their wants. Historical data shows that
there is an increasing demand for chicken skin among the municipality of Mariveles.
However, the existing five big competitors are not able to meet such demand
resulting for a big loss. This means that there is a big unmet demand of the market in
chicken skin. Our goal is to fill something to meet the desired demand. One of our
primary strategy is to offer different saltiness of butter, and creaminess of milk and
coconut milk. CHICKEN SKIN NI DARREN will be offering a various sizes and different
saltiness of butter, and creaminess of chicken skin to give costumers option.
Customize chicken skin will be also offered to some institution like schools and
offices, our business will be initially operating as a physical store and will use social
media platforms ( like Facebook and Instagram ) to advertise and promote our
product. And also CHICKEN SKIN NI DARREN will offer some pastry. Costumers may
go to our physical store to enjoy the chicken skin that we can offer to them.

Initial capitalization for the business is Php 21,600 good for one month
expenses. Expected revenue for 1 year is Php 401,400 while the total cost of goods
sold amounted to Php 173,400.

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ICE CREAM MAN MARKETING PLAN

COMPANY PROFILE

Company Name: Ice Cream Man

Industry: Food Industry

Brgy. San Carlos Mariveles Bataan

Year Founded: 2020

Number of Employees: 3

Annual revenue (estimated): 150,000.00

Major products: Ice Cream with Different Flavor

Target Costumers: Ice Cream lovers, workers, students and adults

Distribution channel(s): Wholesale, Retail, Facebook page, Instagram and website

Key competitors: Other existing competitors

Website: www.Icecreamman.com

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ICE CREAM MAN MARKETING PLAN

MARKET SEGMENTATION AND TARGETING

Our target audience is all the people who loves Ice Cream and people who keep up with the
trend. They could be young, old, big, small, girl, boy, lesbian or gay.

Our product is the most delicious Ice Cream in the whole Bataan.

The total market is the people who love to try new foods. Our potential customers are the
people that love Ice Cream.

The key segments within our market are age, gender, income, location, education, lifestyle,
interest, motivations, influence, purchasing habits, spending habits and user status.

Demographic: the statistical data about a group of people, Psychographic: relates to people’s
personalities and characteristics, Behavioral: Focuses on how customers act.

Our marketing plan focuses on psychographic segment because our product categorizes
audiences and customers by their personalities, characteristics, lifestyle and interests.

SITUATION AND COMPANY ANALYSIS

A competitive and encouraging campaign will aim to increase the visibility for Ice Cream. This
will focus on the costumer’s desire to choose variety of flavor of Ice Cream. Ice Cream Man will
use different channels to communicate this message.

1.ECONOMIC ENVIRONMENT

The price may affect the consumer’s purchasing power because every product that our company
offer has different prices.

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ICE CREAM MAN MARKETING PLAN

2.TECHNICAL ENVIRONMENT

SOCIAL MEDIA – During this time of crisis, posting in social media is the best way to
communicate with other people. ICE CREAM MAN will be active in social media like Facebook
and Instagram to showcase and advertise the product. This will be used in every transaction.

ONLINE RESELLERS –ICE CREAM MAN will try to reach out people in social media who are
reselling products. As we have seen, it has a big potential to widen the market. A linkage will be
established so that they become aware of the delicious Ice Cream that we are offering.

3. INDUSTRY ENVIRONMENT

The trends in our industry is Ice Cream. There is a new entrant in the market the Ice Popsicle
that is now recognized by the consumers. A substitute product has been introduced.

4. COMPETITIVE ENVIRONMENT

Our company have three (3) competitors and the key competitors is the Selecta. Their
advantage is their brand. Our advantage is our new and trendy high-quality products. Our
market is large enough to support us and our competitors.

5. POLITICAL ENVIRONMENT

There is a stable political system in the area where our business operates.

6. MISSION, OBJECTIVES AND GOALS

ICE CREAM MAN will provide the needs and wants of the people in Bataan. There are different
types of ice cream that we are offering. We can provide and offer your choice of flavor.

ETHICS AND SOCIAL RESPONSIBILITY

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ICE CREAM MAN MARKETING PLAN

ICE CREAM MAN’S sales strategy will assure that ordering and buying our product is very easy,
exciting, and a great experience. We will be polite and give a nice attitude for our customers.

MARKETING INFORMATION AND RESEARCH

The information we need is to know the interest and lifestyle of our market and we will be able
to get that information through conducting a marketing research.

CUSTOMER DESCISION-MAKING PROFILE (BUYERS PERSONA)

Our target customers are the women, men, young and adults.

Lifestyle and interests influenced their buying decisions.

Our marketing plan focuses on psychographic segment because our product categorizes
audiences and customers by their personalities, characteristics, lifestyle and interests.

POSITIONING AND DIFFERENTIATION

We want ICE CREAM MAN to be the best in fast food in the Philippine and have many branches.

We want to be known for the best Ice cream shop. We have many varieties of flavors of ice
cream you can choose.

COMPETITIVE ADVANTAGES

We have many flavors of ice cream you can choose, and we also have a promo Buy 1 take 1 and we also
have giant ice cream good for 2-3 people. We also have home delivery.

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ICE CREAM MAN MARKETING PLAN

MARKET NICHE AND POSITIONING STRATEGY

We have different flavors in our ice cream like cookies and cream, mango, and other different
kind of fruits. The price range for our products starts with 50-250pesos.

POSITIONING STATEMENT

To all people who love ice cream and to those people who never eaten a ice cream before, ICE
CREAM MAN is the one and only very delicious ice cream in our town and it is exciting because
we have different of flavor and I assure you the deliciousness of our ice cream so grab yours
now!

BRANDING

MANG GIL’S ICE CREAM is our brand we are building; people will think that our ice cream is very
delicious, and they will experience it through buying and seeing the feedbacks of other will
encourage them to buy.

We promise to you that our ice cream is very delicious and affordable. Voice tone is e exciting.
Our product is very consistent.

MARKETING MIX

With these strategies, potential customers will be more exciting in our product.

PRODUCT STRATEGY
a. DIFFERENT FLAVORS

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ICE CREAM MAN MARKETING PLAN

b. HOME DELIVERY
c. PROMOS

PRICING STRATEGY

Our product is price based on their size (small, medium. large, giant) and based on what type of
toppings and flavors you want (cookies and cream, mango, and other fruits).

PLACE

You can buy in our shop where we are operating and you can also, visit our fb account
www.icecreamman.com or call 043-9387-107 to buy ice cream.

PROMOTION

We will use social media like fb to advertise our product because many people are using social
media.

MEASUREMENT AND KPIs

Total sales/revenue –you will know if your business is successful or not based on total sales,
because it’s the total sales is earned by a company for selling its products
Engagement - comments, likes, shares, page views, video views- the business is successful if
the comments, likes, shares, page views, video views is good.
Website unique visitors- unique visitors means that your business is popular and famous and

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ICE CREAM MAN MARKETING PLAN

potential customers might come.

Followers - social media (Facebook, Twitter, LinkedIn, YouTube)- Many followers means your
business is popular and successful.

BUDGETING

ITEM PURPOSE COST ESTIMATE

LABOR supplies the expertise, 300,000
manpower, and service needed
to turn raw materials into
finished products and services
SERVICE EQUIPMENT Delivering a service or product 150,000
to a customer

UTILITIES EXPENSES Using electricity and water 30,000

ONLINE MEDIA EQUIPMENTS for advertising 50,000

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ICE CREAM MAN MARKETING PLAN

ACTION PLAN

DATE ACTIVITY TYPE BRIEF TARGET RESPONSIBLE

DESCRIPTION

MAY 1, 2021 CREATE A USE FOR THE POTENTIAL JOHN GIL CYDRIX
WEBSITE ADVERTISING CUSTOMERS G. RAYA
THE PRODUCT

MAY 10,2021 FREE TASTE TO GET THE POTENTIAL JOHN GIL CYDRIX
PROGRAM FEEDBACKS CUSTOMERS G. RAYA
FORM THE
CUSTOMERS SO
THAT, WE
COULD MAKE
SOME
ADJUSTMENTS
AND
IMPROVEMENTS

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