FINAL - ADORESS Marketing Plan

Polytechnic University of the Philippines
College of Business Administration

Department of Marketing Management
ADORESS FARM MUSHROOM CHICHARON

MARKETING PLAN
Adoress Farm Agriculture Cooperative (AFAC)
In Partial Fulfillment of the Final Requirement in

Agricultural and Industrial Marketing
BUMA 20033
Submitted by:
Capapas, Trisha S.
Capistrano, Ma. Maureen A.
Reano, Keane Isaac S.
Siojo, Sophia Jan Kryssia C.
Teves, Christalette I.
BSBA-MM 3-1N
Submitted to:
Prof. Joel Agacita
September 2023
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TABLE OF CONTENTS
Executive Summary……..…………………………………………………………………….2
Vision and Mission……………..…….…………………….………………………………….3
Product………..……………………………………………..………………………………….3
Current Business Position………………………………..………………………………….4
Process………...…………………………………………….………………………………….5
Organizational Chart...……………………………………...……………………………….10
Financial Requirement………….………………………..………………………………….13
Situation Analysis…….…………………………………...…………………………………15
● Target Market……..……………………………...…………………………………15
● Swot Analysis……....………………………………………………………………17
● Competitive Analysis….………………………..…………………………………19
● Marketing Mix………..…………………………..…………………………………22
Marketing Research Results……………………………….………………………………24
● Focused Group Interview……………………...…………………………………25
● Market Perception…….………………………...…………………………………25
Integrated Marketing Communication Strategy……..………...……………………….27
● Adoress Farm IMC Objectives………….……..…………………………………27
● Tagline…………………………………………………………………… …………28
● Unique Selling Point………….…………………………………………………...28
● Print Media Strategy…….………………………………………………………...28
● Media Strategy………..………………………….………………………………...28
● Events/Activities…………….…………………...………………………………...33
Distribution Strategy Plan………………………………..……………………………..….35
Implementation Plan…………….……………………………………………...…………...36
Profitability……….……………………………………………………………………...……38
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I. EXECUTIVE SUMMARY
Adoress Farm, initially a 3-hectare coconut and citrus land, was established in
2007 by the Sanchez Family in Sitio Binakuran, Brgy. Matalatala, Mabitac, Laguna. The
farm's name, ADORESS, pays homage to its loving owners, Amador (Ador) and
Teresita (Tess) Sanchez. Their son, Adonis, took on the role of farm caretaker,
cultivating a variety of vegetables and fruit-bearing trees. Initially, these products were
shared with family and friends, but in 2019, Adoress Farm began commercial
operations, supplying Caliraya Ecoville and Recreational Farm in Caliraya, Lumban,
Laguna.
In December 2017, the Agricultural Training Institute

(ATI) and the Technical Education and Skills
Development Authority (TESDA) recognized and
registered Adoress Farm as a learning site for
Agriculture. Consequently, Adoress Farm transformed
into Adoress Farm Training and Assessment Center
(AFTAC) when it gained accreditation from ATI on
March 23, 2018, and TESDA on April 17, 2018. By
2019, TESDA required AFTAC to become an
incorporator, leading to its evolution into Adoress Farm Training and Assessment Center
Incorporated (AFTACI).
AFTACI is dedicated to advancing agricultural productivity and profitability while

incorporating the latest technologies to promote agricultural development. Its primary
objective is to provide high-quality Technical and Vocational Education to farmers,
trainees, clients, and constituents, with a strong commitment to offering these
educational services for free. AFTACI stands as a beacon of agricultural knowledge and
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empowerment, committed to shaping a more prosperous and sustainable future for the
agricultural sector.
II. VISION AND MISSION
VISION: Adoress Farm Training and Assessment Center Incorporated (AFTACI)

focuses on the improvement of agricultural productivity and profitability and apply the
latest technology in the pursuit of growth towards agricultural development.
MISSION: AFTACI aims to provide free and quality Technical and Vocational Education
to farmers, trainees, clients, and its constituents.
III. PRODUCT
Mushroom Chicharon stands as a distinctive product crafted by Adoress Farm.

This unique snack is meticulously crafted from Oyster Mushrooms, grown and
processed directly on Adoress's farm, and is sold for 45 pesos per pack (45 grams). The
sale of these products provides a secondary source of income for the business since
the primary focus is on its training center, which caters to aspiring agricultural students.
This selected group of students also forms a niche clientele for Adoress' Mushroom
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Chicharon, demonstrating the farm's commitment to both education and culinary

innovation.
IV. CURRENT BUSINESS POSITION
Adoress Farm currently sells its products (Mushroom Chicharon) to the students
in their agricultural training. The farm most of the time donates its Mushroom Chicharon
to the locals as a way to build good connections and establish a good business image.
At first, the cooperative only managed the Adoress farm as a training site for agricultural
farming. Still, the business thought that they weren't maximizing the use of the produce
they harvested. So to make the most of the produce, they started selling raw and
value-added harvests. The farm is now expected to provide agricultural knowledge and
empowerment and quality, fresh, and healthy snack alternatives. Although oyster
mushrooms of this kind with additional value have been found elsewhere, Mushroom
Chicharon is the only business selling them in Mabitac, Laguna, giving them an
advantage in attracting the interest of their target market. Additionally, people tend to be
more cautious and concerned about their health given the current circumstances
following the COVID-19 epidemic, leading them to pick better and more desirable
dietary choices and lifestyles. There are numerous competitors, especially in the
national market like traditional pork chicharon manufacturers, other plant-based snack
brands, supermarkets, artisanal snack producers, and other health food brands.
CURRENT CAPACITY
They can harvest an average of 60 kilograms of oyster mushrooms per month,

enough to make 1,500 packs of mushroom chicharon.
● Goal: To always reach the maximum number of harvests possible.

● Suggestions: All of the harvested oyster mushrooms will be dedicated to producing
mushroom chicharon.
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V. PROCESS
The process involves the following:
1. Cultivating oyster mushrooms at the farm. The cultivation process of the oyster
mushrooms involves the following measures:
● Preparing the fruiting bags where the mushrooms will be growing, which
involves the following steps:
○ Preparing the substrate.
○ Pre-decomposing the substrate.
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○ Packing the substrate in PE bags for the fruiting bags.
○ Pasteurizing the fruiting bags in a steel drum pasteurizer.
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○ Inoculating the mushroom fruiting bags.
○ Incubating the fruiting bags in an incubation room/facility.
○ Opening the fruiting bags on one side to allow the growth of the
mushrooms.
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○ Watering the fruiting bags to keep the moisture of the growing room.
○ Harvesting the mushrooms after 7-8 days. To harvest, the mushroom

should be grasped with its stalk and gently twisted and pulled. Note that
no knives should be used during harvesting.
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2. Processing the mushrooms after harvesting to create the finished product. This
involves the following procedures:
● Cleaning the harvested mushrooms.

● Cutting the lower part of the mushrooms’ stipe.
● Preparing the ingredients like flour and oil for cooking.
● Coating the mushrooms with flour.
● Deep frying the mushrooms until it turns golden brown.
● Deoiling the cooked mushroom chicharon.
● Seasoning the mushroom chicharon with different flavors.
3. Packaging the mushroom chicharon and adding labels according to its flavors.
4. The item is then prepared for purchase.
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VI. ORGANIZATIONAL CHART
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Name Position Responsibilities
Amador P. Sanchez President/CEO He is the highest-ranking executive in the

organization and is responsible for setting the
overall strategic direction and vision of the
business. He makes key decisions and ensures
that the business’ goals and objectives are met.
Teresita R. Sanchez Vice President She is the second in command and supports the
President by overseeing internal operations and
stepping in when the president is unavailable.
She plays a crucial role in implementing the
organization's strategic goals and ensuring that
each department operates efficiently and
effectively.
Adonis R. Sanchez VP of Operations He is a high-level executive responsible for

managing the day-to-day operations of the
organization. He focuses on optimizing
processes, improving efficiency, and ensuring
that the company's products or services are
delivered effectively and on time.
Lolita R. Sto. School She is responsible for the overall management of

Domingo Director/Bookkeeper
an educational institution. She sets educational
goals and policies and ensures that the school
operates smoothly. In addition, she is also
responsible for financial record-keeping,
budgeting, and financial reporting, ensuring that
finances are managed accurately and
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transparently.
Mildred R. Sanchez Treasurer She is responsible for overseeing the financial

matters of the organization. She manages cash
flow, investment decisions, and financial
planning. She also plays a crucial role in risk
management, ensuring that the organization's
finances are secure and that financial resources
are allocated wisely.
Kimberly P. Bulano Executive Secretary She provides high-level administrative support to

the President/CEO or other top executives. She
handles scheduling, and correspondence, and
often acts as a gatekeeper, managing
communication and information flow between
executives and other team members.
Janu Maglente Auditor He is responsible for conducting internal or

external audits of the organization's financial
records and processes to ensure compliance
with regulations and best practices. He assesses
the accuracy and integrity of financial information
and recommends improvements where
necessary.
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VII. FINANCIAL REQUIREMENT
PRICING, SALES, AND INCOME
Size Retail Price
45 grams/per pack ₱ 45.00
Estimated cost to produce per 45 grams ₱ 32.00
Estimated sales revenue per month ₱ 67,500
Estimated net income per month ₱ 19,500
STARTING CAPITAL
Lot ₱ 1,000,000.00
Warehouse Construction ₱ 1,200,000.00
Equipment and Supplies ₱ 150,000.00
Business Permit ₱ 5,800.00
Materials for Fruiting Bags of Oyster Mushroom ₱ 3,877.00
Other Ingredients/Materials needed for the ₱ 15,600.00

Production of Mushroom Chicharon
Payroll ₱ 21,000.00
Utilities ₱ 2,000.00
Total ₱ 2,398,277.00
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EXPENSES FOR A MONTH OF OPERATION

Materials for Fruiting Sawdust/Kusot (20 sacks) ₱ 485.00
Bags of Oyster ₱ 24.25/sack
Mushroom
Darak (77 kgs) ₱ 1,702.00
₱ 22.10/kgs
Agrilime (15 kgs) ₱ 400.00

₱ 26.67/kgs
Molasses (15 kgs) ₱ 400.00

₱ 26.67/kgs
Sorghum (5 kgs) ₱ 280.00

₱ 56/kgs
Polypropylene Bags ₱ 360.00

(1 pack)
Rubber bands (1 pack) ₱ 33.00
Alcohol (500 ml) ₱ 67.00
Zonrox (1,000 ml) ₱ 50.00
Denatured Alcohol (1 liter) ₱ 100.00
Total ₱ 3,877.00
Other Ingredients Flour ₱ 2,400.00
Oil (30 liters) ₱ 5,400.00

₱180/liter
Plastic for packaging with label (1,500 ₱ 7,500.00

pieces)
₱ 5/piece
Seasonings/Flavor (5 packs) ₱ 300.00

₱ 60/pack
Total ₱ 15,600.00
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Payroll 5 – Laborers/Manufacturers ₱ 21,000.00

150/day = 750 x 28 days (4 weeks)
Utilities Power and Water ₱ 2,000.00
TOTAL ₱ 42,477.00
VIII. SITUATION ANALYSIS
TARGET MARKET
Demographic Segmentation
● Age: Adults and young adults aged 18 to 60 years old. This age group is more
likely to be health-conscious and open to trying alternative snacks.
● Gender: Can appeal to both males and females interested in healthier snacking
options.
● Income: Middle to upper-middle-income individuals and households who have
disposable income to spend on premium and healthier snack options.
Geographic Segmentation
1. Within Laguna:
● Mabitac (Local Base): As the home base of the mushroom chicharon business,
Mabitac is the primary geographic segment. The focus here would be on building
a strong local presence through farmers' markets, local stores, and
direct-to-consumer sales.
● Nearby Towns and Cities: Expand within Laguna to neighboring towns and
cities such as Santa Cruz, Pagsanjan, and Los Baños. Target local markets,
health food stores, and supermarkets in these areas to establish a regional
presence.
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● Tourist Areas: Laguna has several popular tourist destinations like Pagsanjan
Falls and hot springs in Los Baños. Selling mushroom chicharon at these
locations can attract tourists seeking unique local snacks.
2. Outside Laguna:
● Metro Manila: The sprawling capital region of the Philippines offers significant
market potential. Distribute through upscale supermarkets, organic stores, and
online platforms to reach a wider urban demographic.
● Calabarzon: Target the entire Calabarzon region by collaborating with
distributors and retailers. This region has a mix of urban and rural areas, making
it an excellent expansion opportunity.
Psychological Segmentation
● Health-Conscious Individuals: Target individuals who are health-conscious,
follow a balanced diet and actively seek out healthier snack options.
● Eco-Friendly Consumers: Appeal to environmentally conscious consumers who
appreciate sustainable and eco-friendly food production methods, as mushroom
cultivation can be relatively sustainable.
● Food Adventurers: People who enjoy trying new and unique food products,
especially those interested in exploring plant-based or vegetarian options.
● Socially Responsible Consumers: People who are concerned about the ethical
treatment of animals and choose plant-based products to support animal welfare
causes.
Behavioral Segmentation
● Snacking Habits: Individuals who have a regular snacking habit and are looking
for healthier alternatives to traditional snacks.
● Frequency of Purchases: Occasional and frequent snack buyers who are open
to trying mushroom chicharon as a new addition to their snack choices.
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● Brand Loyalty: Customers who are brand-loyal and prefer to support local
businesses and products made with care and attention to quality.
SWOT ANALYSIS
STRENGTHS WEAKNESSES
● Healthier Alternative: Mushroom ● Limited Consumer Awareness:

chicharon is a healthier alternative Mushroom chicharon is a relatively
to traditional pork chicharon as it is niche product, and many
typically lower in fat and calories. It consumers may not be aware of it,
appeals to health-conscious limiting its market reach.
consumers looking for tasty, ● Perishability: Mushrooms are
guilt-free snacks. perishable, and maintaining their
● Vegetarian/Vegan-Friendly: It freshness can be challenging,
caters to a broader audience, leading to potential supply chain
including vegetarians and vegans, issues.
expanding the potential customer ● Price Point: High-quality
base. mushrooms can be expensive,
● Trend Towards Plant-Based which may make the product more
Diets: The growing trend of costly compared to traditional
plant-based diets creates a snacks.
favorable market environment for ● Production Challenges:
mushroom-based snacks. Preparing mushroom chicharon
● Versatility: Mushroom chicharon can be labor-intensive, which can
can be seasoned and flavored in affect production costs.
various ways, making it adaptable ● Allergen Concerns: Some
to different tastes and preferences. consumers may have allergies to
● Unique Flavor and Texture: It mushrooms, limiting the target
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offers a unique umami flavor and a audience.

crispy texture that can be
appealing to a wide range of
consumers.
● Sustainability: Mushrooms are
relatively sustainable to cultivate
compared to meat production,
which can be a selling point for
environmentally conscious
consumers.
OPPORTUNITIES THREATS
● Health and Wellness Trends: The ● Competition: Mushroom

ongoing focus on health and chicharon faces competition from
wellness creates an opportunity for other healthy snack options, such
mushroom chicharon to position as vegetable chips, nuts, and
itself as a healthier snack option. baked snacks.
● Marketing and Branding: ● Supply Chain Disruptions:
Effective marketing and branding Factors like weather conditions,
strategies can raise awareness pests, and diseases can impact
and differentiate the product in the mushroom production and
market. availability.
● New Product Varieties: ● Changing Consumer
Developing new flavors and Preferences: Consumer tastes
varieties of mushroom chicharon can shift quickly, so staying
can attract a wider range of attuned to changing preferences is
consumers. crucial.
● Retail Expansion: Expanding ● Regulations: Changes in food
distribution to more grocery stores, safety regulations or labeling
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health food stores, and online requirements can affect production

marketplaces can increase and marketing.
accessibility to consumers. ● Economic Factors: Economic
● Partnerships: Collaborating with downturns can lead consumers to
health-conscious restaurants, prioritize cost over healthier
fitness centers, or influencers can options.
help promote the product.
COMPETITIVE ANALYSIS
Product Size and Competitive Marketing

Price Advantage and and
Profitability Distribution
Shiitake 100g - ₱229 A healthy treat for Social Media

Mushroom everyone in sea salt Advertising
Chips flavor.
Founding Farmers E-commerce
Guilt-free healthy (Shopee and
alternative to oily pork Lazada)
chicharon.
Own Website
Vegan-friendly and no
artificial colors,
flavoring, and
preservatives.
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Crispy 80g - ₱215.75 Crispy mushroom Social Media

Mushroom chips with chili Advertising
Chips (Chili granules.
Flavor) E-commerce
Mom's Haus of Healthier option than (Lazada)
Mushroom
junk food because
they are dehydrated. Own Website
Other flavors include

garlic, salted egg,
onion and vinegar,
and original.
Crispy 100g - ₱200 A healthy option to Social Media

Mushroom chicharon and an Advertising
Chips ideal topping to put on
Chicharooms a salad. E-commerce
(Shopee and
Halal-certified snack Lazada)
that does not have
salt or MSG as well as Own Website
preservatives.
Other flavors include

cheese, salted egg,
and hot chili.
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Hickory BBQ 75g - ₱175 Oyster mushrooms Social Media

Mushroom deep fried in coconut Advertising
Chicharon oil.
Ja Lees E-commerce
Vegan-friendly snack (Shopee,
that can also be used Lazada, and
as a topping for Raw Bites)
salads.
Own Website
Truffle 50g - ₱200 Vacuum-cooked chips Social Media

Mushroom 100g - ₱320 to preserve the Advertising
Chips nutrients
Morsels E-commerce
Mushrooms are (Shopee and
locally sourced and Lazada)
manufactured.
Other flavors include Own Website
cheesy jalapeño, salt
& vinegar, white
cheddar, salted egg,
mediterranean sea
salt, and truffle.
Crispy 100g - ₱100 Blend of mushroom Social Media

Mushroom and malunggay with Advertising
with no preservatives.
Malunggay E-commerce
Chips An immune-boosting, (Shopee)
Elma's Favorito guilt-free healthy
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snack.
Chicharon 100g - ₱150 Made from the highest Social Media

with Laman 200g - ₱300 quality imported fresh Advertising
R. Lapids pork skin with fat and
Chicharon and
meat. E-commerce
Barbecue
(Lazada)
Comes in various
flavors (original chili, Own Website
super chili, and plain).
MARKETING MIX
Marketing Plan Strategy

1. Product
The Adoress’ Mushroom Chicharon focuses on delivering a healthy and delicious

alternative to traditional pork chicharon. Made from premium farm-grown oyster
mushrooms, it offers a guilt-free snacking option. The product comes in various flavors,
including original, original spicy, garlic, chili garlic, cheese, chili cheese, sour cream,
barbecue, and spicy barbecue, catering to different taste preferences. Mushroom
Chicharon is gluten-free, vegan, and low in calories, making it an ideal choice for
health-conscious consumers seeking a savory snack.
2. Price
For Adoress’ Mushroom Chicharon, the cost-based pricing approach ensures

that the price accurately reflects the resources invested in crafting this healthy snack.
By meticulously accounting for the cost of manufacturing, packaging, marketing
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expenses, and distribution logistics, the business can confidently offer mushroom
chicharon to consumers at a competitive price point. This method ensures transparency
and fairness in pricing, aligning the product's cost structure with its perceived value,
making it an attractive choice for customers seeking both quality and affordability in a
guilt-free snack.
3. Place
To enhance accessibility and convenience for local consumers, Adoress’

Mushroom Chicharon is strategically available across various key distribution channels
in Mabitac, Laguna, including the Adoress Farm, numerous retail stores, and souvenir
shops. This ensures its ready availability for customers in the area. Furthermore, as part
of an effort to establish a robust online presence, the business plans to launch
e-commerce platforms such as Shopee and Lazada, enabling residents of Laguna to
easily purchase Mushroom Chicharon while also reaching a broader consumer base
beyond the province. These extensive distribution channels guarantee that Mushroom
Chicharon is easily accessible to consumers, whether they are in Laguna, Metro Manila,
or other provinces, making it a convenient and highly desirable option for a wholesome
and delicious snack.
4. Promotion
To actively engage the local community and expand its reach, Adoress'
Mushroom Chicharon will employ a variety of promotional strategies aimed at raising
awareness and cultivating customer loyalty. These initiatives include distributing product
samples to generate excitement and directly connect with residents in Mabitac.
Moreover, the brand will maintain a robust online presence across various social media
platforms, featuring enticing visuals and authentic customer testimonials to captivate the
interest of potential consumers. Additionally, the business will introduce special
discounts to attract new customers and reward loyal ones, fostering a sense of
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camaraderie and appreciation among its patrons. These comprehensive promotional

approaches ensure that Mushroom Chicharon not only enjoys local recognition in
Mabitac but also gains popularity and visibility among a broader and diverse audience.
IX. MARKETING RESEARCH RESULTS
“It tastes good. Since the presence of mushrooms is not even apparent in terms of
flavor or color, I wasn't expecting it.” said Manuel Capapas, a consumer of Adoress’
Mushroom Chicharon.
Mushroom chicharon is a snack made from mushrooms, specifically oyster mushrooms,

that are sliced, seasoned, and fried until they become crispy and resemble the texture
and crunch of traditional pork chicharon (pork cracklings). It's a vegetarian or vegan
alternative to the popular meat-based snack and is often considered a healthier option
due to its lower fat content. The oyster mushrooms are a key ingredient that gives this
snack its unique flavor and texture. Aside from this, it also offers a range of benefits:
- Provides energy by breaking down proteins, fats, and carbohydrates.

- Play a crucial role in the nervous system.
- Aid in hormone production.
- Maintain healthy red blood cells.
- Promote healthy skin and support proper digestive and nervous system function.
- Act as antioxidants, protecting cells from damage that can lead to heart disease,
cancer, and aging-related diseases while bolstering the immune system.
- Contribute to the production of red blood cells, bone health, and nerve function.
- Help maintain fluid and mineral balance, controlling blood pressure and ensuring
proper nerve and muscle function, including the heart.
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- Stimulate immunity and may assist in processes related to fat and sugar
metabolism.
- Increase vitamin D levels when exposed to UV light or sunlight, a unique property
among mushrooms.
Focused Group Interview
According to our interview with the Adoress Farm staff and its owners during our on-site
visit, it was revealed that the primary revenue stream for the farm is the training center.
The farm also generates income by selling its raw produce. Over time, the business
recognized the need to incorporate product innovation as part of its strategic
development in the industry. To achieve this, they decided to focus on value addition,
exemplified by their product, the Adoress' Mushroom Chicharon. It is primarily
promoted through verbal recommendations, and regrettably, it is exclusively available
for purchase by the students enrolled in the agricultural training program. They often
share the product with their friends and family, and on occasion, they even choose to
donate it to local residents. From these insights, we recognized an opportunity to
explore strategies for marketing their Mushroom Chicharon more effectively. As a result,
our aim is to allocate more focused efforts toward expanding their audience and
highlighting the visibility of the Mushroom Chicharon as well as their business through
the use of social media platforms and other advertising methods.
Market Perception
To effectively promote Adoress' Mushroom Chicharon, our approach involves delving

into the perceptions of both existing customers and the broader target market. This
entails a thorough analysis to uncover how customers view the product, evaluate their
level of satisfaction, and pinpoint the motivating factors behind their purchase decisions.
We seek to identify the diverse factors that influence their choices, whether it be the
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perceived benefits, product distinctiveness, peer recommendations, and more. By

gaining a deeper understanding of their perceptions, we can develop a more effective
marketing strategy.
Here are some of the consumers of Adoress Mushroom Chicharon who gave their
feedback regarding the product. They are new consumers who tried the Adoress
Mushroom Chicharon.
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X. INTEGRATED MARKETING COMMUNICATION STRATEGY
Currently, Adoress relies only on word-of-mouth marketing. To give mushroom

chicharon more exposure, they can implement the following Integrated Marketing
Communication (IMC) strategy.
Adoress Farm IMC Objectives

● Increase product and brand awareness.
● Increase sales of mushroom chicharon.
● Grow customer engagement on social media.
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● Encourage customers to shift to healthy snacking.

● Increase word-of-mouth marketing.
● Bring consistent and unified messages across different social media platforms.
Tagline:
Your mush-have snack!

Unique Selling Point:
Your Healthy Snacking Starts With Us.

Color Kit Hex Codes to use for Branding:
ADVERTISEMENT
Print Media Strategy:

● Flyers - To be given to students or trainees who visit the farm, and also to those
who are visited by Adoress through various events.
Media Strategy:
● Facebook automated chat to accommodate
customers fast and add an interactive inquiry
experience. Adoress will increase engagement and
satisfaction once they implement this because
convenience is a form of customer care. If the
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concerns of potential customers can be addressed already through chatbots,

then we are making things easier for everyone.
● Creation of Social Media Accounts and Advertisements

○ Facebook - Adoress Farm already has their Facebook page, but it has to
be updated often to increase engagement and customer retention.
○ TikTok - This platform is one of the most popular today in terms of
entertainment and product promotions. Adoress can post their
advertisements here or even hire affiliates to promote the product and it
will spread quickly.
○ Instagram - Adoress can take this opportunity to tap the potential
customers in this platform as it is also famous for entertainment and
picture posting. Engagement through reels are recommended.
FACEBOOK TIKTOK INSTAGRAM
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Other Social Media Postings for Content:
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● Search Engine Optimization

○ Adoress can utilize SEO so they will be the ones to be seen first when a
particular keyword related to agriculture is searched.
SALES PROMOTION
● Implementing short-term marketing strategy to boost sales and increase brand

awareness such as Pay Day Sale, Ber Months Sale, Buy 1 Take 1, etc.
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EVENTS AND EXPERIENCES
● Training and Seminars - Adoress also specializes in training and seminars about
agriculture and other safety measures like fire drills. In fact, they gained
accreditation from the Agricultural Training Institute (ATI) and the Technical
Education and Skills Development Authority (TESDA).
● Product Discovery - They can also host an event where they can showcase their
value-added products for people to recognize them.
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XI. DISTRIBUTION STRATEGY PLAN
This plan discusses a comprehensive strategy on how Adoress Farm could distribute its
product, Mushroom Chicharon, as they aim to contribute to the marketplace's selection
of healthy snack options while also enhancing its market presence. Additionally, this
strategy also aims to help Adoress Farm in making their product easily accessible to a
large consumer base across various areas in the Philippines.
The following are the levels of distribution that can be considered for distributing the
mushroom chicharon:
Level Zero Direct Selling
In this level, the business will focus on the simplest distribution

method which is selling it directly from their farm. Currently, Adoress
Farm sells mushroom chicharon to their relatives, neighbors, and
students who visit the farm for training programs. This approach
leverages their advantage as the sole local producer of mushroom
chicharon in the area which allows for the establishment of strong
customer relationships within the community.
Level One Distribution on Local Stores in Laguna
To expand its reach and increase sales, Adoress Farm is encouraged

to establish partnerships with different retail stores and ‘pasalubong’
shops around their area in Laguna. Collaborating with merchants and
shops in their area is essential in ensuring that the mushroom
chicharon will be accessible to customers.
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Level Two Selling through E-commerce Platforms
In the pursuit of further growth, Adoress Farm can explore distributing

and selling the mushroom chicharon in different online shopping
platforms like Shopee, Lazada, Instagram, and TikTok. This strategy
will allow them to tap into larger markets and reach a broader
customer base easily. Having an online presence would allow them
to easily adapt to the evolving consumer purchasing habits while also
making it convenient to distribute the products to consumers that are
from other cities in the Philippines.
XII. IMPLEMENTATION PLAN
TASKS DESCRIPTION PRIORITY SCOPE OF TIME SOURCES /

RESPONSIBILITY
Discuss the The Marketing Plan shall High September 2023 - Marketing
Marketing Plan be submitted and Students
discussed by the - Business
Students to the owner Owners
and marketing staff of the - VP of
Business. Operations
- Auditor
Adjustments The Business may have High September 2023 - VP of

need to be to adjust or change its Operations
performed to resource and budget - Business
implement the allocation. There is a Owners
36
Marketing Plan need to assign a role to - Executive

handle their social media Secretary
and online accounts.
Setting up of Create tools that Mid September 2023 - Marketing

the KPIs for measure and guide the Officer
your Marketing performance of your - Executive
Strategy marketing strategy by Secretary
providing quantifiable
metrics like the number
of engagements and its
relation to product
demand.
Create your Create your branding by Mid September 2023 - Marketing

Brand Identity establishing your brand Officer
colors, fonts, and images
you will use as
Publication Materials.
Have the Mend and Adjust its High September 2023 - Marketing
Business Facebook Page, Creation Officer
Establish its of their Instagram and - Executive
Social Media TikTok accounts, and Secretary
Presence Join Facebook Groups
that connect your
business to other
relevant businesses.
Venture the Create a Shopee and Mid October 2023 - Executive
37
Online Stores Lazada business Secretary

account. - VP of
Operations
Utilization of Utilize Search Engine Low October 2023 - Marketing

SEO Optimization for higher Officer
engagements.
Strengthening Constant Monitoring and High Weekly - Marketing

and Monitoring Posting on Social Media Officer
of the Social with the use of your
Media Business PubMats. Creating of
Accounts events like making
Promos to catch the
attention of our target
market to increase
engagements.
Application of Print flyers to be given to Low October 2023 - Marketing

Print Media students or trainees who Officer
Strategy undergo their training
center, and also to those
who are visited by
Adoress through various
events and occasions.
XIII. PROFITABILITY
Average Monthly Income
Monthly Sales Margin Profit Monthly Income Monthly Expense
₱ 67,500 40% ₱ 25,023 ₱ 42,477
38
Sales Target for the Next 12 Months

Over the forthcoming weeks, the company shall be required to undertake a restructuring
of its operations, ensuring preparedness for the upcoming implementation of the marketing plan,
set to commence in October. This inaugural marketing initiative represents a pivotal milestone
for the company, anticipated to yield heightened brand visibility and a 20% surge in sales during
the inaugural month, followed by a 10% increment in the ensuing months. Conversely, it is
envisaged that the profit margin shall experience a reduction of 5% due to the incurring of
marketing expenditures.
Month Sales Target Margin of Projected Projected

Profit Income Expense
October ₱ 81,000 35% ₱ 28,350 ₱ 52,650
November ₱ 89,100 35% ₱ 31,185 ₱ 57,915
December ₱ 98,010 35% ₱ 34,303.50 ₱ 63,706.50
January ₱ 107,811 35% ₱37,733.85 ₱ 70,077.15
February ₱ 118,592.10 35% ₱ 41,507.24 ₱ 77,084.86
March ₱ 130,451.31 35% ₱ 45,657.96 ₱ 84,793.35
April ₱143,496.44 35% ₱ 50,223.75 ₱ 93,272.69
May ₱157,846.08 35% ₱ 55,246.13 ₱ 102,599.95
June ₱ 173,630.69 35% ₱ 60,770.74 ₱ 112,859.95
July ₱ 190,993.76 35% ₱ 66,847.82 ₱ 124,145.94
August ₱ 210,093.14 35% ₱ 73,532.60 ₱ 136,560.54
September ₱ 231,102.45 35% ₱ 80,885.86 ₱ 150,216.59
Total ₱ 1,732,126.97 ₱ 606,244.45 ₱ 1,125,882.52
39
Sales Target for 2023 - 2025

For the second year of implementation, the company anticipates a 30% increase
in sales and revenue, and a 40% increase the following year.
Year Sales Target Margin of Projected Projected

Profit Income Expenses
2023 ₱ 1,732,126.97 35% ₱ 606,244.45 ₱ 1,125,882.52
2024 ₱ 2,251,765.06 35% ₱ 788,117.78 ₱ 1,463,587.28
2025 ₱ 3,152,471.08 35% ₱ 1,103,364.88 ₱ 2,049,106.20
40
41

FINAL - ADORESS Marketing Plan

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FINAL - ADORESS Marketing Plan

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Polytechnic University of the Philippines

College of Business Administration

ADORESS FARM MUSHROOM CHICHARON

Adoress Farm Agriculture Cooperative (AFAC)

In Partial Fulfillment of the Final Requirement in

In December 2017, the Agricultural Training Institute

AFTACI is dedicated to advancing agricultural productivity and profitability while

VISION: Adoress Farm Training and Assessment Center Incorporated (AFTACI)

Mushroom Chicharon stands as a distinctive product crafted by Adoress Farm.

Chicharon, demonstrating the farm's commitment to both education and culinary

IV. CURRENT BUSINESS POSITION

They can harvest an average of 60 kilograms of oyster mushrooms per month,

● Goal: To always reach the maximum number of harvests possible.

The process involves the following:

○ Pre-decomposing the substrate.

○ Packing the substrate in PE bags for the fruiting bags.

○ Pasteurizing the fruiting bags in a steel drum pasteurizer.

○ Inoculating the mushroom fruiting bags.

○ Incubating the fruiting bags in an incubation room/facility.

○ Harvesting the mushrooms after 7-8 days. To harvest, the mushroom

● Cleaning the harvested mushrooms.

4. The item is then prepared for purchase.

VI. ORGANIZATIONAL CHART

Name Position Responsibilities

Amador P. Sanchez President/CEO He is the highest-ranking executive in the

Adonis R. Sanchez VP of Operations He is a high-level executive responsible for

Lolita R. Sto. School She is responsible for the overall management of

Mildred R. Sanchez Treasurer She is responsible for overseeing the financial

Kimberly P. Bulano Executive Secretary She provides high-level administrative support to

Janu Maglente Auditor He is responsible for conducting internal or

VII. FINANCIAL REQUIREMENT

PRICING, SALES, AND INCOME

Size Retail Price

45 grams/per pack ₱ 45.00

Estimated cost to produce per 45 grams ₱ 32.00

Estimated sales revenue per month ₱ 67,500

Estimated net income per month ₱ 19,500

Warehouse Construction ₱ 1,200,000.00

Equipment and Supplies ₱ 150,000.00

Business Permit ₱ 5,800.00

Materials for Fruiting Bags of Oyster Mushroom ₱ 3,877.00

Other Ingredients/Materials needed for the ₱ 15,600.00

EXPENSES FOR A MONTH OF OPERATION

Agrilime (15 kgs) ₱ 400.00

Molasses (15 kgs) ₱ 400.00

Sorghum (5 kgs) ₱ 280.00

Polypropylene Bags ₱ 360.00

Rubber bands (1 pack) ₱ 33.00

Alcohol (500 ml) ₱ 67.00

Zonrox (1,000 ml) ₱ 50.00

Denatured Alcohol (1 liter) ₱ 100.00

Oil (30 liters) ₱ 5,400.00

Plastic for packaging with label (1,500 ₱ 7,500.00

Seasonings/Flavor (5 packs) ₱ 300.00

Payroll 5 – Laborers/Manufacturers ₱ 21,000.00

VIII. SITUATION ANALYSIS

● Healthier Alternative: Mushroom ● Limited Consumer Awareness:

offers a unique umami flavor and a audience.

● Health and Wellness Trends: The ● Competition: Mushroom

health food stores, and online requirements can affect production

Product Size and Competitive Marketing

Shiitake 100g - ₱229 A healthy treat for Social Media

Crispy 80g - ₱215.75 Crispy mushroom Social Media