MKT Plan Midterm Exam

Colegio de San Juan de Letran
College of Business Administration and Accountancy
Marketing Plan
Submitted by:
Salvador, Kurt Danielle S.
Magbitang, Francis john
Date:
March 14, 2023
Submitted to:
Assoc. Prof. Ma, Luisa C. Porcincula

Table of Contents:
Section 1 Page 3
Section 2 Page 4
Section 3 Page 5-8
Section 4 Page 8-9
Section 5 Page 10-12
References Page 18
Section 1
(Figure 1:Company Logo)
Trade Name: FRESH M
Legal Name: FRESH M INC
Product Description:
FRESH M Calamansi juice are flavorful beverages full of vitamins and minerals,
such as vitamins C, with new flavors.
FRESH M juices is a juice company with the goal of making healthier juices that
customers will want to drink more of by offering a variety of flavors without
worrying about the negative effects. FRESH M is a local business that will only be
operating in the Philippines for the foreseeable future, specifically in the city of
Bulacan
Section 2
Mission
Provide a friendly and welcoming environment in which customers can enjoy

a beverage with health benefits for a healthier lifestyle.
Vision
By offering a place and unique products that make it simple and pleasurable to
assist in reaching personal goals, the Fresh M's vision will be a vital component of
every health-conscious consumer. Just like the smoothie at a time made with high-
quality fruits and juice from both local and international sources will coincide with
the Fresh M experience.

Section 3
SWOT ANALYSIS
Strengths
Healthy organic and natural drink oriented to global and local culture, as Vitamin C, a
necessary ingredient for the immune system, is abundant in fruit juices like lemon juice.
Additionally, it functions as a natural antioxidant to assist the body fend off cells-damaging
free radicals. Lemon juice has also been demonstrated to support weight loss, enhance skin
health, and facilitate digestion. Easy availability of resources (fruits), fruit juices are easily
accessible to people everywhere thanks to their widespread availability in markets and
grocery stores around the globe. Growing population of our consumers, specifically
expanding sales to other departments of the university, is reasonably priced since Fresh M
Incorporation charges less than its rivals.
Opportunities
People are aware that they can eat well by consuming fruit juices. Maintaining the pace and
persuading clients to buy nutrient-dense juice made from freshly extracted pulp is a good
indicator as it increases health awareness. Technology advancements in packaging,
including pouches or aseptic cartons, may be able to increase the shelf life of lemon juice
while also improving consumer and commercial convenience. With good pre-harvest
planning, which is around 50% of the total production, this will turn into a potential
business opportunity.
Weaknesses
Limited availability: Despite the fact that lemons are commonly available, there may not
always be access to fresh lemons, particularly in severe climbs or off-seasons. Heavy
advertising from existing giant players, it could be challenging to discover information on
our product compared to other brands. The commercials are ineffective, and there is hardly
any brand presence online or in social media; and high expectations to meet international
quality standards, there are already a number of groceries that offer fruit juice drinks as
well as sari-sari stores and retail outlets offering similar products. We just have to hope that
by serving healthy products with organic ingredients our business will stand out to people
rather than other alternatives.
Threats
High competition, as there are no entry requirements, hence there is intense competition. Its
principal rivals include Tropicana, Smart C+, Zesto, Minute Maid, and C2. Credibility
factor in the initial phase, as suppliers do not give credit to new entrants. High cost of
backward integration (availability of raw material), processing and packaging. Threats from
other fruit juice markets like Pests and illnesses continue to be a concern to citrus growing,
and a decrease in production may result from being arrested or minimized. Price sensitivity
and low consciousness toward quality amongst consumers.
ECOLOGICAL FACTORS
Ecological factors, such as the market, can be significantly altered by the availability of non-
renewable goods, particularly well-known ones like oil or natural gas. Prices could rise, which
would have a substantial impact on enterprises that utilize the fuels in any significant quantities, like
industrial or logistical ones, should the supply of these items decline (as it is presently doing). No
dairy industry companies would benefit if climate change caused the extinction of all lemon and
calamansi trees. With water making up over 90% of the ingredients in still drinks, water is a crucial
component. With some nations beginning to take more dramatic action to tackle climate change,
producers will come under increasing pressure to use less energy and water, to use more
environmentally friendly packaging, and to use less energy for transportation.
ENVIRONMENTAL FACTORS
Environmental factors, such as the usage of plastic packaging and other non-biodegradable raw
materials, have an impact on the operation of Fresh M. The business must lessen its negative
emissions and environmental impact. It should effectively manage its operations and follow all
pertinent environmental regulations. This is a chance for the company to create packaging that is
more environmentally friendly. The brand must take into consideration a number of waste
management and protection laws while creating its plan. It is crucial that this company move in this
way as public awareness of environmental protection increases. This may broaden its customer base
and possibly increase brand recognition, which would raise sales and profits.
Competitors Description:
Zesto - Zest-O Corporation is the leading food and beverage Filipino company competing in
43 years with the multinational companies. It has consistently adhered to the principles of offering
its customers high-quality goods at fair prices. The company offers fruit juices, soft drinks, dairy
products, instant noodles, and candies.
Minute Maid - The Minute Maid Corporation is acquired by The Coca-Cola Company,
marking its first venture outside of soft drinks. It is a brand of beverages that is typically connected
to lemonade or orange juice but has since expanded to include a variety of soft drinks, including Hi-
C.
Tropicana - Tropicana is acquired by Pepsi-Cola Products Philippines Inc., is the exclusive

manufacturer of PepsiCo beverages in the Philippines, with a relationship spanning 70 years. Smart
C+ - Smart C+ is a refreshing juice drink for a quick source of vitamin C and Zinc, which help
strengthen immunity.
C2 - C2 Green Tea is a bottled green tea beverage. The drink was first manufactured in the
Philippines. Universal Robina Corporation (URC) brings a new and exciting look to your favorite
C2 Cool and Clean. URC is a game changer in the local beverage industry. In 2004, it stirred the
market with the introduction of the first ready-to-drink tea in the Philippines, C2 Cool and Clean.
Section 4
Target Market: Health Enthusiast, people who want risked vitamin juices and those who are
fond of juices.
Primary Market: Health Enthusiastic like athletes, job workers, and housewives, Kids, Teens
and/or Youth
Secondary Market: Travel Industry like Airlines, Railways and Local Transportation System.
Recreational like Movie Theaters, Malls, Amusement Parks, Hotels, Restaurants, and Bars.
Hospitals,
CUSTOMER IRRITANTS
MISSING ANNOYING DISAPPOINTED
SWEETNESS LEVEL TASTE INGREDIENTS
VITAMINS MISSING PACKAGING LACK OF OTHER

VITAMIN
SOLUTIONS:
Every other Customers feedback on the product will constantly reflect on the company
itself, it will gain a reputation of producing bad products, so the solutions for these
feedbacks is to find a solutions, as these will negatively affect the product itself, so one of
the main irritants in the table is the taste and vitamins that we promoted, the only thing that
the company can do is increase the sugar level by 20% and the vitamins missing, and
disappointing, so in order for that to be a good feedback is to put other vitamins while
increasing the vitamins that are already present in the juice.
SECTION 5
MARKETING OBJECTIVES
Increase sales
My company vision for the next 5 or 10 years is that our products are affordable, sustainable, and
our products are always in demand for their nutritional value, so sales will increase.And these are the
ideas to boost sales:
1. Social Media - Social Media is a effective manner in advertising the products, via social media,
we are able to discover the target marketplace, and communicate with
2. Improve products and services - one of the best approaches to boost sales is locating out the
troubles inside the product too, it truly is why by means of enhancing the product, it is able to
guarantee to create an interest in dependable customers and new ones.
3. Partnership - Through partnerships among other businesses, both can help in increasing sales.
4. Discount and Promos - One of the smart ways to increase sales is through less price, in that way,
businesses can attract customers who are willing to pay less, but also have the same features as the
high ends.
NEW PRODUCTS
(Figure 2:New Product Sample)
Along with the increase in sales of our products, it does not mean that its only product, the
company will not grow, without new innovations and new products will be formed. future
success with our products, introduce new flavors and will also give customers what they are
looking for in our products, add this, will bring innovation to them and for the
customer.And by introducing new products, we can advertise and promote our products,
but not too much, as customers will get tired of huge advertising,plus it will lose some
money, if the products didn’t work
Increase market shares

Product popularity is not the only thing that can help our company increase market share.
As stated by Hayes (2023), the importance of increasing market share for our products can
also increase our profits, while controlling our competitors by staying ahead of the
competition, through sales and supply.According to nibusinessinfo, These Strategies we
can use are:
1.Competitive price - By competing to competitors with prices, these give us a competitive

edge, as we can offer more, while having a low price
2.Expand of product line - By expanding our product line, we can increase our market share
and sales, as customers have different options to buy, and different prices to look up for.
SECTION 6
Cost strategy
Focused Low-Cost Strategy
According to Macatulad (2023), the most popular juice in the Philippines is Calamansi
juice, which is the main product of the company. Filipinos love to drink Calamansi juice, so
our company's cost strategy is Concentrated Low Cost Strategy, in this strategy we will
lower the price of the product most favored by the company i.e. bitter gourd juice as these
will help the business in terms of sales and instantly become a competitor's favorite
calamansi juice due to demand. of this for a low price
Brand Strategy
Brand extension
Extension of the brand of our company helps other and newly existing products for our
customers to try and buy, as these will help my customers to stay loyal to my products that
have been influenced by the brand and to the name, which makes it a win for my existing
and new products.
Differentiation branding
According to indeed (2022) one of the brand strategies to consider for me besides the brand
extensions is differentiation branding, these strategy will help my company to be
differentiated to consumers buying habits, and will help me distinguishable to competitors
packaging and design, and these also help my products to be proffered and bought in
unique designs and packaging
Segmentation
(Figure 3 :Market segmentation)
As Fresh M is a Philippine company geographical down to behavioral will focus among

filipino consumers,These segmentation is a start until my business is starting to gain
interest to grow, and expand internationally
DEMOGRAPHIC- The company will start its business as well its productions in bulacan
City Philippines, many production and factories are in provinces, and the wages and
expense is also lower, which gives it saved money for advertising and promoting, As stated
above, Filipnos love calamansi juices, as the main product of FRESH M, will deliver
expectations.
GEOGRAPHICAL- The company will start its business as well its productions in bulacan
City Philippines, many production and factories are in provinces, and the wages and
expense is also lower, which gives it saved money for advertising and promoting, And the
philippines, as
according to searca, Calmansis are indigenous to the philippines, which makes the export
and deliver problems non existent
PSYCHOGRAPHIC- The Psychographic segmentation of my product is to consumers

perception, as these also gives the company an idea, on how to attract customers on a
beverage company, as the juice is healthy, these segment them into healthy juices, which in
turn favorable to health enthusiast, as well as consumers who love to drink flavored drinks,
As stated by statista (2018) in latest survey among filipinos, juice is the second most
consumed drink in the philippines, with 56% and coffee with the highest percentage of 70+
%. That included drinkers and health enthusiast for healthy juice drinks
BEHAVIORAL- My customers are not machines, and they behaviors on everything, even
in buying, Some customers are picky when its comes to the features of beverages, that’s
why my strategy is low prices, for price sensitive customers.And they are also loyal
customers, these customers are also prioritized.As according to Wagner (2019) ,as long as
customers get good deals with low price products, it can attract customers who are in a
budget.
Competitive Forces
(Figure 4: Competitive Forces)
Porter's competitive forces explains the the forces that will affect the company,with the
competition as the main factors of it, and understand it, each forces represent challenges
that the company will face because of the competition, and the main force my company
will experience is the threats of new entrants in the market, as time going forward, there
upstarts business who learn from existing markets, and will use it against the current
competitors, as well as my company, Every strategies and positions will be copied and
leaned against the competition and myself, and the second threats to the company is
ongoing competition right now, each competitors will outdo the others and myself, which
gives them competitive edge to my business, the only thing that can do is learn from the
market and competition.
Unique selling proposition

“We make healthy drink in this
world”
Section 7
Competitive Pricing
(Figure 5:Lower Price Sample)
Product pricing is important, but having a competitive price is better, the company may not
make more money but having a competitive advantage over the competition will ensure
product sales and possibly profit. Sustainable numbers are customers. want to be more
affordable than expensive for other brands and fresh M's main competitor is Smart C and
their juice, which reaches 25 to 30 pesos, compared to our juice which only reaches 20
pesos to 25 pesos, less than the competition will be offered, and according toCarillo (2019),
one of the main advantages of competitive pricing is a higher chance of success, improved
margins, avoid losses in the market, etc. it is still a guarantee and stability for our business,
and the advantage of having competitive pricing is that it is easy to set up and less likely to
lose the market, as it is always favored because of its low price. and equal to the
competition.
PRICE SKIMMING
The discount of our company's future new products is good for us, the discount of new
products introduced by our company can have a competitive advantage in the market,
because competitors competition has not introduced a particular juice, similar to our new
products, we can use it as an advantage against them, as customers are innovators, will try
our new product, and as soon as competitors introduce a product similar to ours, we will
lower the price instead of risking fighting over who is the best, we'll drop the price as soon
as they introduce it and make sure it's profitable in the long run, even if the new line is
short-lived.
References:
Increase sales. Info. (n.d.). Retrieved March 10, 2023, from
https://www.infoentrepreneurs.org/en/increase-sales/
Increase your market share. (n.d.). Retrieved March 10, 2023, from
https://www.nibusinessinfo.co.uk/content/increase-your-market-share
Carillo, J. (2019, July 30). The advantages of competitive pricing strategy. Retail
Technology Review RSS. Retrieved March 1, 2023, from
https://www.retailtechnologyreview.com/articles/2019/07/30/the-advantages-of-
competitive-prici ng-strategy
Hayes, A. (2023, January 19). Market share: What it is and the formula for calculating it.
Investopedia. Retrieved March 3, 2023, from
https://www.investopedia.com/terms/m/marketshare.asp
Macatulad, A. J. B. (2023, February 3). Filipino drinks: 20 local beverages to try in the
Philippines. Will Fly for Food. Retrieved March 5, 2023, from
https://www.willflyforfood.net/filipino-drinks/
12 brand strategy examples for successful marketing. (2022, June 25). Retrieved March 11,
2023,from https://www.indeed.com/career-advice/career-development/brand-strategy-
examples
Searca. (n.d.). AGRITRENDS: There's a huge international market for calamansi.

SEARCA. Retrieved March 11, 2023, from https://www.searca.org/press/agritrends-huge-
international-market-calamansi
Wagner, E. (2019, March 8). Price or value: Which one will compel customers to buy from
you? i7 Marketing - Full Service Marketing Agency. Retrieved March 12, 2023, from
https://www.i7marketing.com/blog/small-business/price-value-one-will-compel-customers-
buy
Antonio, L. R., Cruz, M., Madamba, J. A., & Williams, J. (2015, September 15). Assessing
the Performance of the Citrus Industry in Kasibu, Nueva Vizcaya, Philippines: The Case of
Farmers and Traders of the Malabing Valley Agri-Trading Center. Core. Retrieved March
13, 2023, from https://core.ac.uk/display/229567513?
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MKT Plan Midterm Exam

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Colegio de San Juan de Letran

College of Business Administration and Accountancy

Salvador, Kurt Danielle S.

Magbitang, Francis john

March 14, 2023

Assoc. Prof. Ma, Luisa C. Porcincula

Section 3 Page 5-8

Section 4 Page 8-9

Section 5 Page 10-12

Section 6 Page 12-15

Section 7 Page 16-17

(Figure 1:Company Logo)

Trade Name: FRESH M

Legal Name: FRESH M INC

Provide a friendly and welcoming environment in which customers can enjoy

the Fresh M experience.

products, instant noodles, and candies.

Tropicana - Tropicana is acquired by Pepsi-Cola Products Philippines Inc., is the exclusive

MISSING ANNOYING DISAPPOINTED

SWEETNESS LEVEL TASTE INGREDIENTS

VITAMINS MISSING PACKAGING LACK OF OTHER

(Figure 2:New Product Sample)

Increase market shares

1.Competitive price - By competing to competitors with prices, these give us a competitive

(Figure 3 :Market segmentation)

As Fresh M is a Philippine company geographical down to behavioral will focus among

PSYCHOGRAPHIC- The Psychographic segmentation of my product is to consumers

(Figure 4: Competitive Forces)

Unique selling proposition

(Figure 5:Lower Price Sample)

Searca. (n.d.). AGRITRENDS: There's a huge international market for calamansi.

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