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Fruits and Vegetables Business

A Marketing Plan of Natural Green Juice

Presented to the

Faculty of Senior High School Department

Of Arellano University - Andres Bonifacio Campus

In Partial Fulfillment of the

Requirement for the Subject

PRINCIPLES OF MARKETING

By:

Diana Kate G. Ong No

Ivy O. Chan

Thorny C. Sebastian

Mark Kevin Padil

2022

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I. EXECUTIVE SUMMARY

According to FNRI, protein-energy malnutrition (PEM) and micronutrient deficiencies

remain the leading nutritional problem in the Philippines. The status of micronutrient

Malnutrition islikewise, an important concern in the country. So, we came up to the product

that may lessen the number ofmalnutrition and can make them healthy.

“Natural Green Juice”, this product contains vegetables and fruits which can be a good

source of vitamins and minerals that our body needs to be healthy. This product can help the

nutritional problem in our country because it can boost immune system that will fight all

viruses and diseases to your body. It has many powerful antioxidants from which you may

get many benefits like extra stamina and energy during the day, better sleep quality, better

metabolism and better bowel movement.

Natural Green Juice uses fresh fruit and vegetables. Malunggay and Banana are easily

found ingredients in the Philippines. Malunggay (Moringaoleifera) is called a miracle

vegetable because it is not only a food, it is also a medicine. It is the top herbal plant for

cancer prevention, nutrition, fighting microbes and blood sugar control; Banana is heart-

healthy, may drink that provides many of the same benefits as formulated sports drinks,

including electrolytes, calcium, magnesium, phosphorus, sodium, and potassium.

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II. SITUATION ANALYSIS

A. PEST Analysis

POLITICAL

The cbusiness is registered in the different government agencies and followed the rules and

regulations of sanitation and production process. The office of DOH and approved under the

Healthy Beverage Options Act of 2014. This proved that the product to be sold is safe and

healthy for the choice of society.

ENVIRONMENT

The business is very aware of the raw materials used in the product. It also submitted

requirements and conducted ingredients and product test to make sure that the production and

serving process to the consumers will be safe and be satisfied.

SOCIOCULTURAL

The business studied the beliefs and values reinforced by school, religion and government. It

concludes that the products will be secured and accepted by different religions, culture and

beliefs.

TECHNOLOGICAL

The business enjoyed the opportunities offered by technology. The company is advance in

gathering data and information, conduct business online and production. This is to process the

system and automatically manage the organization.

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B. PORTER’S FIVE FORCES ANALYSIS

THREAT OF NEW
ENTRANTS

RIVALRY AMONG
BARGAINING EXISTING BARGAINING
POWER OF COMPETITORS POWER OF
SUPPLIERS BUYERS

THREAT OF
SUBSTITUTE
PRODUCTS OR
SERVICES

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1. RIVALRY AMONG EXISTING COMPETITORS

Our business score is HIGH, the competence is intense, and the competitors are aggressive in promoting

their products. The company considered the following factors: number of competitors, customer loyalty

and quality differences.

2. THREAT OF SUBSTITUTE PRODUCTS

Our business score is HIGH, the consumers may not see the value of its products due to the availability of

alternative products. The company considered the following factors: cost differences, availability of

substitute products and convenience of buying substitute products.

3. THREAT OF NEW ENTRANTS

Our company score is HIGH, other entrepreneurs can easily penetrate the market by starting a business of

their own due to low start – up business requirements. The company considered the following factors:

time and cost involved to enter the market, requirement for specialist knowledge, cost advantages and

barriers to entry.

4. BARGAINING POWER OF BUYERS

Our business score is HIGH, consumers can dictate how much they want to pay for its product. The

company considered the following factors: numbers of customers, differences between competitors, and

how easily customers can switch among them and price sensitivity.

5. BARGAINING POWER OF SUPPLIERS

Our business score is HIGH, the company have a few suppliers serving a big industry. The following

considered the factors: numbers of suppliers, uniqueness of products/ materials being supplied and a

company ability to substitute.

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C. COMPETITORS

In the market place, there are some business who are competing to gain competitive

advantage and the largest market share. Our company wants to compete with those

companies by creating new strategies that the customers will love.

\>The Coffee Bean & Tea Leaf

\> Tully’s Coffee

> Subspace Coffee House

D. SWOT ANALYSIS

Strength Product – Healthy refreshments from the malunggay extract

Price – Cheaper than other

Atmosphere – world class design ,very relaxing environment

Location – near at malls and well known working areas

Weakness New – less popularity and reputation compared to others

Lack of fund – need to get more investors

Threats Competition – a lot of popular café shop in the area

Opportunitie Market – attracts the growing population of the health conscious who want to try the

s product

Expansion – overseas economy has a need of healthy products

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III. OBJECTIVES

A. To increase sales of the new product by 10% every month

B. To generate an engagement percentage of at least 10% per post on the brand’s

social media accounts

C. To generate at least 5% redemption rate of brand coupons

IV. PRODUCT STRATEGY

A.

Fruits & Vegetable Business

Natural Green Juice uses fresh fruit and vegetables. Malunggay and Banana are easily found

ingredients in the Philippines. Malunggay (Moringaoleifera) is called a miracle vegetable

because it is not only a food, it is also a medicine. It is the top herbal plant for cancer

prevention, nutrition, fighting microbes and blood sugar control; Banana is heart-healthy,

may drink that provides many of the same benefits as formulated sports drinks, including

electrolytes, calcium, magnesium, phosphorus, sodium, and potassium.

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B. MARKET- BASED MISSION STATEMENT

We produce and market better value organic food and beverage products for the

greater mass of Filipino consumers everywhere in the country.

C. PRODUCT POSITIONING /UNIQUE SELLING PROPOSITION ( USP )

Product Differentiation “Natural Green Juice”, this product contains vegetables and fruits

which can be a good source of vitamins and minerals that our body

needs to be healthy. This product can help the nutritional problem

in our country because it can boost immune system that will fight

all viruses and diseases to your body. It has many powerful

antioxidants from which you may get many benefits like extra

stamina and energy during the day, better sleep quality, better

metabolism and better bowel movement.

Service Differentiation The business has partnered courier company( Lalamove, JRS, and

LBC) that offers real –time tracking of package in its phone

application gives assurance to customers in knowing where exactly

the package is at a given time.

Channel differentiation The products are available in SM supermall across the country and

online stores. It is also available during the annual bazzarat World

Trade Center and SMX Convention Center, MOA.

People Differentiation The business employees are well trained in customer service. It

conducted seminars and workshop yearly. This is to be warm to the

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customer, strike simple conversation and embodying the casual

vibe of juice and café.

Image Differentiation The company promotes celebrities as the ambassador of the product

to create favourable image among generations of consumers.

D. TARGET MARKET ( Demographic,Psychographic, Behavioral&Technological)

Fruits and Vegetables Corporation’s primary target are men and women. The market is

segmented into three, Adult, young kids and teens.

Adults (age 25 to 40)

They account for almost half of the total business. The business appeal to this consumer age group

through hip, contemporary designs that is consistent in advertising décor and working to keep its

products current as a status symbol. Customers tend to urbanites with working high income professional

careers and focused on social welfare.

Young Adults (age 18 to 24)

The corporation positions itself as a place for college students hang out, studies towrite term papers and

meet people. It appeals to this consumer directly through introducingtechnology as soon it counts

available, focusing on social networking and actively cultivatinga cool image.

Kids and Teens (age 13 to 17)

They are also part of the market sales because our products are served also for kids. Kids go with

their parents; both the mother and child leave with a cup in hand. Teens meanwhile use the shop as a

place to hang out with their friends or even it is a place for studying.

Consumer Profile Alfred Amancio Mary Grace Belardo

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Demographics

Age/Marital status 25 – 35 , Single 20 – 40, Married with 3 kids

Gender Male Female

Socioeconomic class Upper Class C Middle Class C

Occupation Senior Manager Mom – preneur/

Housewife/Blogger

Psychographics

Work Activities Authority figure in his Blogs from home

field Tends to a small to

Holds meetings and medium enterprise

brainstorms on business Manages household

strategies

Leisure Activities Fitness activities Light fitness activities

Travelling Shopping online

Going to the beach Travelling with family

Going to coffee shops Dinner outside every

weekend

Personality Outgoing , achiever Kindhearted

Work hard , party harder Passionate in what she

Attitude does

Emotional needs Stand out Make her family safe

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from harmful chemicals

Deliver his best output

Core desires Create a name for himself Make her family live a

Be successful in his healthy lifestyle

chosen career

Behavioural

Idea of the product Improve immune system Coffee drink for her

to a healthier lifestyle whole family

( Boost Immune System )

Activities when buying Purchases products in Goes to the store to try/

sample sizes for trial smell/feel the products

Purchases many products Carefully reads product

at the same time description

Asks a lot of questions

Motivations for buying Solution for stress at Safe coffee for the whole

work family

Technological

Digital channels used Social networking sites Social networking sites

( facebook, Instagram, ( facebook, Instagram,

Twitter ) Twitter )

Email Search and news sites

Search sites ( Google, ( Google , Yahoo. ABS –

Yahoo )

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Forums CBN , Pep.ph

Forums

Blogs on motherhood

Devices used Office PC, PC,Smartphone , tablet

smartphone ,laptop ,

tablet

Favoured information sources Products reviews on site Blogs reviews and

Forums recommendations

Forums

User – generated content Facebook/twitter posts Blogs, facebook/Twitter

posts

V. PRICING STRATEGY
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The business main product has 3 sizes, small which you can get at the price of 55,

medium for 65 and large for 75 pesos. This 10-peso difference from each size will help the

customer to decide which size they will by but most of the customers think that it is just a 10

pesos difference so they will go with our large size and think they will be satisfied.

PRODUCT LIST

Smoothies

1. Banana Green Juice

2. Mango Green Juice

3. Mango Banana Green Juice

Frappe (All cream based)

1. ChessyMalunggay

2. Choco Malunggay

3. Banana Milky Malunggay

Sizes

1. Small-55/60

2. Medium-65/70

3. Large- 75/80

PRODUCTION PROCESS

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Smoothie Production Process

1. Blend 2 pcs. Of medium sized banana

2. Pour ¼ cups of milk in the blended mixture

3. Grind Moringa leaves with ¼ cup of water

4. Combine all ingredients

FRAPPE PRODUCTION PROCESS

1. In a small bowl, dissolve grinded moringa leaves in water, pour into an ice cube tray, freeze.

2. Pour into chilled glasses, served immediately.

Ingredients:

1. Malunggay leaves

2. Banna

3. Water

4. Crushed ice

5. Mango

RAW MATERIALS RESOURCES

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Raw materials Supplier Office Address Price

Malunggay Buhisan 542 Brgy. P 30/ k

Fruits & Vegetable Pinagkaisahan Cavite

Banana P 35/ k
Dealer City
Mango P 30/ k

Evaporated Milk Queen Dairy 7543 Makabuhay St. P 33/ 370 ml

Calamba, Laguna
Whip Cream P 35/ pack

Chocolate P 40/500 ml

Cheese P 23/ Bar

Straw 4th Gen Plastic Factory 3425 Langka St. P 35/100 pcs.

Pasay City

PRODUCT COSTING

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Costing Template

Recipe and materials for Smoothie product

Yield: 1

Size 12 oz.

Quantity Ingredients/ Equivalent Unit price Peso cost

description Measure

½ tbsp. Moringa leaves 7g 30/k 0.21

¼ cup Sliced ripe Banana 75g 35/k 2.6

½ cup Evaporated Milk 15ml 33/370ml 1.3

1 cup Tube/crushed ice 1 cup 5/plastic 0.5

1 pc. Straw 1 pc. 35/100pcs 0.35

1 pc. Plastic cup 1 pc. 30/100pcs. 0.3

Add: Depreciation cost 3

Utility expense 1.5

Total recipe and material cost 9.76

Retail Price 55

Costing Template

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Recipe and materials for Smoothie product

Yield: 1

Size 16 oz.

Quantity Ingredients/ Equivalent Unit price Peso cost

description Measure

½ tbsp. Moringa leaves 14g 30/k .42

¼ cup Sliced ripe Banana 100g 35/k 3.5

½ cup Evaporated Milk 30ml 33/370ml 2.7

1 cup Tube/crushed ice 2 cups 5/plastic 1

1 pc. Straw 1 pc. 35/100pcs 0.35

1 pc. Plastic cup 1 pc. 30/100pcs. 0.3

Add: Depreciation cost 3

Utility expense 1.5

Total recipe and material cost 12.77

Retail Price 65

Costing Template

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Recipe and materials for Smoothie product

Yield: 1

Size 20 oz.

Quantity Ingredients/ Equivalent Unit price Peso cost

description Measure

½ tbsp. Moringa leaves 21g 30/k .63

¼ cup Sliced ripe Banana 125g 35/k 4.38

½ cup Evaporated Milk 45ml 33/370ml 4

1 cup Tube/crushed ice 3 cups 5/plastic 1.5

1 pc. Straw 1 pc. 35/100pcs 0.35

1 pc. Plastic cup 1 pc. 30/100pcs. .3

Add: Depreciation cost 3

Utility expense 1.5

Total recipe and material cost 15.66

Retail Price 75

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Costing Template

Recipe and materials for Frappe product

Yield: 1

Size 12 oz.

Quantity Ingredients/ Equivalent Unit price Peso cost

description Measure

½ tbsp. Moringa leaves 7g 30/k 0.21

1 ounce Chocolate powder 29.35g 40/500g 2.35

½ cup Evaporated Milk 15ml 33/370ml 1.3

1 tsp Whip cream 1/6 35/pack 5.8

1 cup Tube/crushed ice 1 cup 5/plastic 0.5

1 pc. Straw 1 pc. 35/100pcs 0.35

1 pc. Plastic cup 1 pc. 30/100pcs. .3

Add: Depreciation cost 3

Utility expense 1.5

Total recipe and material cost 15.31

Retail Price 60

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Costing Template

Recipe and materials for Frappe product

Yield: 1

Size 16 oz.

Quantity Ingredients/ Equivalent Unit price Peso cost

description Measure

½ tbsp. Moringa leaves 15g 30/k .45

2 ounces Chocolate powder 58.7g 40/500g 4.7

1 cup Evaporated Milk 30ml 33/370ml 2.67

1 1/2 tsp Whip cream 1/6 35/pack 5.88

2 cups Tube/crushed ice 2 cups 5/plastic 1

1 pc. Straw 1 pc. 35/100pcs 0.35

1 pc. Plastic cup 1 pc. 30/100pcs. .3

Add: Depreciation cost 3

Utility expense 1.5

Total recipe and material cost 19.8

Retail Price 70

VI. DISTRIBUTION STRATEGY

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PRODUCTION STORE
SUPPLIERS CONSUMERS
FACILITIES FRONTS

VII. INTEGRATED MARKETING COMMUNICATIONS STRATEGY

A. ADVERTISING ( Advertising Objective, Advertising Message Advertising Media)

Fruits & Vegetable Corporation

“Drink a Life Like a Glass of Juice”

The juice that was made not just to take away our thirst, but also to make us happy and healthy human

being. This is not a regular smoother; it can be our energizer too as well.

So, what are you waiting for! Come on and visit us now!

B. PUBLIC RELATIONS

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PRESS LAUNCH The company products are featured in

some TV segments in every launching

process and release of new flavours.

EVENTS AND EVENT SPONSORSHIP Products are promoted through annual

bazaar at SMX Convention Center and

World Trade Center.

SOCIAL MEDIA ACCOUNTS Social media accounts like facebook used

by the company to engage audience

through posting of pictures and videos

with the use of brand- owned hashtags.

C. CONSUMER SALES PROMOTIONS

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Samples Customers may be given away for free or may be availed at a low

cost (P 10/small size of coffee Juice, when new flavours are

launched.

Coupons Customers may be given away freely or can be obtained from

flyers, magazine pages or supermarket receipts.

Bundling or Price Customers will be given 50 % discount per item.

Packs

Premiums Customers may be received a tumbler or cups.

Promotional Customers may be a given away like shirts, pens, notepad, mugs,

Products or calendars, key chains and tote bags.

advertising

specialties

Point –of – Customers may be received points when they purchase products

purchase ( POP) during the products promotions at malls.

Promotions

Contests Customers may be received sponsorship when they hit 1k likes of

products videos, photo with hashtags through sharing and posting

in social media account.

Games Customers may have a game during the purchasing process which

give them a chance to win a prize.

Raffles Customers are required to fill out a coupon obtained from store

through purchase of required products ,which will be drawn at a

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later date.

D. DIGITAL MARKETING

The Business decided to advertise via social media as our digital channel in utilizing

customers. Nowadays, people most often used internet networking through Facebook.

VIII. PROPOSED BUDGET

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ITEM UNIT COST TOTAL COST

Advertising

TV ad Production P 2, 000, 000 P 2, 000, 000

TV ad cost P 55, 000,000

TV Station 1 ( MagandangBuhay – ABS CBN)

 5 (Frequency) x 20 days x P 300,000

P 30, 000,000
TV Station 2 ( Salamat Doc – GMA )

 5 ( Frequency) x 20 days x P 250, 000

P 25,000,000

Public Relations

Media Launch P 275,000

 Venue : P 150,000 P 150,000

 Food: P 1,000 x 50 pax P 50,000

P 75,000
 Press Kit : P 2,500 x 30 pax

Sales Promotions

P 55, 000

 Coupon printing : 100 000 x P 0.25 P 25,000

 Coupon design ( by ad agency ) : P 30, 000 P 30, 000

Digital Marketing

 Facebook ad: P 800/day x P 60 days P 48,000 P 48,000

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Contingency P 22,000

Total P 57,400,000

The amount to be prepared by the company budgeted for marketing department is

P 57,400,000 as shown above.

IX. MARKETING TEAM PROFILE

MARKETING MANAGER: Diana Kate G. Ong No

TEAM MEMBERS:

Ivy O. Chan

Thorny C. Sebastian

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