Professional Documents
Culture Documents
3.3 Slogan.......................................................................................................................
4.0 Branding..................................................................................................................
4.1 A. Flowchart............................................................................................................
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CHAPTER 3
Marketing Plan
1. Get and maintain at least 10% profit margin in the first 6 months of operations.
2. Achieve a score of at least 4 in the customer rating satisfaction (CSAT) at the end of
various delicacies all over the country after the first 6 months of operations.
4. Expand the customer base by 15% within the first year through targeted marketing
5. Establish brand recognition and awareness by achieving 100,000 social media followers and
Demographic Profile: 15-30 y/o, from Gen Z to Millennials, both male and female students,
Psychographic Profile: Light spenders who are coffee enthusiasts and are interested in creating a
The specified primary market targeted are ages spanning from 16 – 35 which includes
Senior High School students, College Students and Professors. The justification for this target
market are as stated; their availability around the strategic location allows them to have ease
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of accessibility to the product for consumption, the product prices that are set are
considerably modified depending on their financial capacities which means the product is
directly priced for their affordability and lastly is because of preferences forecasted as a huge
fraction of these ages consumes high amount of caffeine that could be based off on their work
The target market also includes any external party or individual present in the
strategic location and does not limit their ability of consumption if they are not situated in
Our Lady of Fatima University. Ages that are not specified on the target market are also not
The general scale of the target market is that it is carefully aimed at people who are
enthusiastic about coffee and its appeal. It is primarily directed at a segment of people who
can consider coffee useful especially because of the environment they are in whether they are
a student or professor in need of caffeine. The coffee shop also campaigns itself as a light
spending shop rather than a cheap shop. The ingredients were all segmented and chosen
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The slogan “your coffee, your blend” emphasizes the main purpose of our brand which is
creating your coffee based on your preferred taste. The tagline that represents our brand is unique
and remarkable to the customers because it’s simple but meaningful and can easily understand
what the brand can offer to the customers. We consider how we deliver our tagline as simply as it
should to easily understand and catch their attention and create a tagline that will make a mark on
their mind. Simple but remarkable. Signifies their personality based on how they create the taste of
their coffee.
Your Coffee: These two words create a psychological matter that gives them the thought to buy
our product and create a sense of fulfillment since they are the ones who make their coffee which
describes their personality. We make sure that our tagline includes the word coffee to create an idea
in their minds that the product is about coffee. Coffee improves our moods, limits our depression
when drinking it, makes us active, and helps us in working memory and it makes some of us happy
Your Blend: This creates an idea of how our brand creates a unique approach to the rest of the
coffee shops in the market. Create your own coffee step-by-step and experience how to be a barista
even for a minute. The Your Blend part on our tagline signifies that you can adjust the taste of your
coffee based on your preference without holding back because we give our customer the freedom
Our tagline describes the objective that we want to feel of our customers and taste their own blend.
Creates a core memory that they experience while making their coffee. Expressing yourself through
the coffee you make and feel and taste the greatness of the coffee you make.
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3.4 Product and Services Offered (MARTINEZ)
4. Spanish Latte Inspired by the spanish cafe cafe It contains huge amounts of
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con leche,it features a stronger vitamin d that can protect you
coffee flavor with milk or lesser from cancer,it also has loads of
milk than your usual latte,it potassium which can lower ones
differentiates itself by blood pressure
incorporating condensed milk as
sweetener
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FRAPPE FLAVORS
PRODUCT FEATURES BENEFIT
1. Strawberry A coffee free,cream frapuccino Strawberries help fight high
made with strawberry puree and blood pressure and
milk cholesterol,also helps in
reducing inflammation in the
joints
2. Salted Caramel Indulge in the flavor of classic It is packed with a decent
english caramel with rich buttery amount of protein,you’ll be
smoothnes,lightly sprinkled with getting a tasty summer drink
the light boldness of seasalt and some fuel to keep your
body moving throughout the
day
3. Dark Chocolate The dark chocolate frappe is Dark chocolate helps guard
designed to elevate your desser or against heart and blood vessel
drink menu with chocolate diseases,it also has anti
syrup and caffeneitted with inflamatory properties,also
coffee then topped with some helps with blood pressure
whipped cream
4. Java Chip Balanced and smooth,the choco It provides an instant energy
java chip is crafted from rich boost due to its high caffeine
premium coffee,the good fat content which is equivalent to
found in avocado is also two espresso shots,the calorie
present,the result is a nutrient count is dense comparable to
dense drink two servings of ice cream
PASTRIES
PRODUCT FEATURES BENEFIT
1. Brownies A brownie is a chocolate baked They are a great source of fibre
confection,they are packed with and protein which helps you
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protein and sugar making them feel full longer,protein works as
the perfect on the go snack an appetite suppressant as well
2. Clubhouse Sandwich Usually consisting of three slices It is the perfect meal
of bread cooked poultry ham or considering the fact it has
fried bacon,with lettuce and protein,carbohydrates and
tomatoes and some mayonnaise fibre,this is essential in being
productive in your day!
The industry that we are going to enter is very competitive in nature that is why
penetration pricing can also be a viable and strategic technique to use. However, upon observation,
penetration pricing also creates a negative impact on customer retention and perception upon the
time that the price is increased. That is because any increase in the price is most often a negative
thing for customers. It is especially evident in the foodservice industry where an increase in price
from the initial price offering makes customers think that “this store offers a low price before; but
now it raised the prices of its products” giving them the thought of no longer purchasing from that
brand; hence, reducing customer retention. Although, discounts would be provided at the first few
days of operating to gain the attention of the target customers. But overall, cost-plus pricing would
be used.
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We plan to gain and maintain at least 60-80% profit margin as stated in the marketing
objectives. That is why, the computation for the price of our products would be:
Selling Price = Cost of Product + Mark-up
● There will be no given cost by the reason of Craffee will be established ONLY on the said
event.
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Cost of Product = Php 0 + Php 24
= Php 24.00
Mark-up = P24.00 x 0.62
= Php 14.88
Selling Price = P 39.00
= P39.00
Our ambition coffee and pastries shop holds that establishing a holistic plan that not only
promotes the company's performance yet additionally cultivates a solid connection with the wider
community as a whole. We are going to research a number of traditional approaches to marketing
that might be employed in order to guarantee fulfillment of our baked goods and coffee
enterprises. Expanding a pastry and coffee shop in the highly saturated food and beverage business
demands a lot more than outstanding products however an efficient approach for catching the
attention of the right customers. "Renewable Standards and an Effective Waste Management
Program" In a day and age when environmental awareness is growing in importance among
consumers, integrating an ecologically conscious waste management program may serve as an
effective marketing strategy. Nature-friendly practices, which involve the utilization of
biodegradable containers and recycling campaigns, not only demonstrate our dedication to the
environment, however they also reverberate with customers who value environmental
sustainability. "Product Improvement/Development Initiatives" At the very foundation of our
approach is constant creativity and enhancement of our coffee and pastries. Developing a well-
organized product enhancement program entails reviewing customer feedback, market dynamics,
and competitor offerings on a regular basis. We may maintain our menu fresh and exciting by
continuing in tune with changing consumer preferences and introducing new flavors, textures, and
recipes. "Loyalty card strategy" Developing an engaging and rewarding loyalty strategy may boost
customer retention as well as participation substantially. We are able to provide tailor-made
rewards, special offers, and astonishment promotions to our devoted consumers through the use of
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an application for smartphones or a loyalty card system. This not simply promotes repeat business
but it additionally promotes an atmosphere of belonging among our customers. "Tasting Activities
and Product Sample sizes" Conducting tasting events along with providing product samplings
throughout the store as well as at community gatherings delivers prospective clients with a
perceptible and fully involved experience. enabling these individuals to sample the high standards
of our coffee and pastries can leave an indelible impression and encourage them to make a
purchase.Capturing the interest and curiosity of target consumers in the highly competitive
marketplace of coffee and pastries necessitates a broad and creative strategy. This comprehensive
marketing strategy is intended to provide a distinct and unforgettable experience that extends in
addition to the product themselves, establishing our business as an important player in the
thoughts and emotions of those we want to reach
PROMOTIONAL
NATURE OF THE TOTAL PRICE
DATE HELD MATERIALS TO
ACTIVITIES (IN PESO)
BE USED
Soft Opening December 1, 1 pc paper tarpaulin
● Introducing the 2023
business to the 2 pcs balloon stands 104.00
potential (52 php each)
customers/public 100 pcs balloons (82 82.00
pesos for 100pcs)
Social Media FREE
(Product Montage)
Grand Opening (Day 1) December 1 pc paper tarpaulin
● Social Media pages - 2023
2 pcs balloon stands REUSE
1 like and 1 share and
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if you tag us on your (52 php each)
stories, 5 pesos off for 100 pcs balloons (82 82.00
any choice of drink pesos for 100pcs)
50 pcs of cups for 250.00
this promotion (5
pesos off each)
Day 2 December 50 pcs of cups for 375.00
● Buy 2, less price 2023 this promotion (15
pesos off for 2 - 83
pesos for 2)
Social Media FREE
(Picture of our
customers in our
coffee shop)
Day 3 December 30 pcs of cups for 300.00
● Deserve Mo’to 2023 this promotion (15
Promo - Proof of pesos off - 150 pesos
exam score in bubble off for 10 people, 10
card (Perfect Score pesos off - 100 pesos
for less 15 pesos, off for 10 people, 5
score of 110 and pesos off - 50 pesos
above for less 10 off for 10 people)
pesos, and 100 pesos
and above for less 5
pesos)
Christmas December 20 - 1 pc Christmas 150.00
● Mystery Package - 25, 2023 Banner (150 pesos)
Free mystery package 2 pcs of 14 ft white 260.00
for first 10 customers Christmas garlands
each day with a (130 pesos each)
minimum order of Other Christmas 1,000.00
500 pesos decorations such as
Christmas lights, and
other small
Christmas statues
(1,000 pesos)
Different kinds of 4,000.00
foods and things for
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mystery package for
10 people (worth
400 pesos each)
Valentine’s Day February 14, 1 pc Valentines 150.00
● “Tagal niyo na” 2024 Banner (150 pesos)
Promo - Free 500 10 pcs of coupon 5,050.00
Coupons with a
total of 5,000 pesos
for 10 couples.
Labor Day September 5, 1 pc Banner (150 150.00
● “Dabest Ka” Promo 2024
pesos)
- 50% off for all kinds
of drinks. This is for 100 individuals is the 2,500.00
all the employees who
target number of
are working tirelessly
for their family and people who will avail
for themselves.
our drinks for this
day (25 pesos off
each cup - 2,500
pesos - note that the
coffee’s discounted
price will depend on
the original size price
of the chosen coffee)
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Nutrition Month July 30, 2024 1 pc Banner (150 150.00
● “Healthy Ka?” pesos)
Promo - Those who
Estimated of 10 3,000.00
can prove that they
are healthy will get a people will pass this
free 300 worth (300 each)
coupon which can be
used in any Mercury
Drug store.
Buwan ng Wika August 1, 2024 1 pc Banner (150 150.00
● “Pinoy” Promo -
pesos)
those who can answer
the 5 hard questions Estimated of 5 150.00
correctly which are
people can answer
about the history of
the Philippines can this (15 peso off each
get a 15 peso discount
- 150 pesos off)
in each of their
orders.
National Heroes Day August 29, 1 pc Banner (150 150.00
● “Name Them” 2024
pesos)
Promo - those who
can name the pictures Estimated of 10 1,960.00
of our national heroes
people can answer
for 3 consecutive
times will be given a this (49 pesos for the
free drink (any choice
large size of the drink
of drink)
- 1960 pesos)
Halloween October 30, 1 pc Banner (150 150.00
● “Got ghosted” 2024
pesos)
Promo - show
anything that can Estimated of 20 200.00
prove that you got
people can get this
ghosted by someone.
Those who can prove (10 pesos off each)
that they got ghosted
will get a 10 peso
discount.
First Anniversary Promo December 1, 1 pc Banner (150 150.00
● 50% off on the first 30 2024
pesos)
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customers 30 customers will be 5,220.00
● First 30 customers
given 50% off (half
can also get a
personalized Craffee of the price of the
tote bag.
large size - 25 pesos -
720 pesos off to all of
the first 30
customers)
branding strategy, all products of a business would be under the same brand name. Despite having
different variations of our bento box size – diet, hungry, and craving – all are under one brand
name which is “The Pinoy Bento Box”. Since we are a start-up business that is trying to enter the
food business industry, it is not practical to register under multiple brand names. We are a business
that is not diversified and is only specializing on food products; that is also one reason why we
opted for family branding. We have yet not thought of extending our brand to producing other
products of a different line and we are still focusing on growing this food business line. With all
those rationales, we believe that family branding is the most suitable branding strategy for us.
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STRENGTHS
1. Relatively low operational cost Since our business is a food stall type one, it
does not demand a high operational overhead.
It does so not only because it operates in a small
scale, but also because it is designed to be
efficient in using its resources.
2. Situated at a food hotspot location It is situated in a place where a lot of people are
going to buy foods. Carlos Palanca street in
Legazpi Village, Makati is known for being a
food hotspot among the numerous employees
around the area. The area where it is placed is
surrounded by many commercial and office
buildings where there are lot of working
individuals that look for a cheap yet tasty and
healthy food.
3. Quick to respond to market and external Due to its simple organizational structure,
changes small to large-scale business decisions are easily
imposed. Because of that, it is quick to respond
to the different market changes. Since not a lot
of discussions are needed to be done before
coming up with a decision, actions regarding
marketing adjustments can be readily made.
4. Healthy food products Another strength that our business has is that it
offers healthy foods. In terms of food quality
and healthiness, our brand is proud to have
those.
5. Large variety of Pinoy foods available Lastly, our business also offers a wide
range of Filipino foods that our customers can
choose from. This puts us to advantage relative
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to our competitors since we are not limited to a
few dishes only. Our customers have a lot of
choices in customizing the contents of their
Bento Box. That characteristic also limits the
chance of our customers being used to and fed
up with our products.
WEAKNESSES
1. Only have small space to accommodate Unlike restaurants that offer a wide space for
customers. their customers to sit on and leave their things,
our business only has a small space to
accommodate customers. Since our business is
stall-type, the only space that we have for our
customers is the free space in front of our stall.
In case of a surge of customers who would like
to order our products, we may not be able to
accommodate all efficiently because of the lack
of space. Others may become impatient while
falling in line since we do not have features that
will minimize their frustration while ordering
such as many chairs to sit on. Since we are
operating on streets, there is also a lack of
parking space for traveling customers that want
to have a taste of our products. That’s one
thing that we lack that those other businesses in
the industry have.
2. Minimal of marketing and advertising Second is the minimal budget for of marketing
budget and advertising. Since we are operating as a
small-scale business, we cannot afford to spend
so much funds for advertising; and the only
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platform that we can afford is the social media.
The best thing that we can do to advertise our
products is to grow our social media followers
which may require some time.
3. Limited number of workers that are Last is the limited number of workers in the
attending to customers. physical store that attends to the customers.
Again, since we sell on a stall, we do not have so
much space inside. Therefore, there is only a
few staff inside (only 2-3) that would attend to
customers’ orders. Also considering the IATF
protocols, we really cannot put so much people
inside of our stall to minimize physical contact
among our employees. The small operating
workforce is something that may put our
business to disadvantage.
OPPORTUNITIES
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brands that offer healthy goods is becoming a
trend in the Philippine society. Since our
business offers healthy foods, such social factor
and change in customers’ attitude favors our
business. We can use that customer sentiment
towards healthy foods in our advertising
materials to attract customers and increase
sales.
3. Increase in individuals who desire to Another social trend that we can use to our
experience Japanese culture but cannot afford advantage is the increasing interest of Filipinos
going to Japan towards Japanese culture. Primarily sparked by
anime, the interest extended to Japan’s culture
itself. However, most people who desire to
experience Japan do not have the fund to
actually fly to the country. Through our
products, we can make them experience a
segment of Japanese culture and aesthetics.
Such social trend may increase people’s
inclination towards our product offers; hence,
increasing prospective customers and potential
sales.
4. External parties to offer a diverse choice of Last opportunity that The Pinoy Box can use is
advertising alternatives to boost products sales. the partnership with external parties who offer
alternatives to promote our product other than
TV and billboard ad. We can reach to
influencers and prominent public figures to try
our products and have them feature those
products in their social media accounts. We
may send them our foods for free and pay them
a certain amount that is relatively small
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compared to mainstream media ad in exchange
of product feature in. In that way, we will be
able to promote our product in a minimal cost
yet an effective way.
THREATS
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imposed. In these times, the said problem
became even worse because of the decline in
our country’s economy. With the increase of
the price of goods and services necessary in
carrying out our operations (food ingredients,
delivery rate, etc.), our business’ profitability is
also at stake.
CHAPTER 4
Production Plan
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The customer would tell
Pay the amount to the his/her name/nickname Tell the cashier the
cashier and wait for the which the staff will use other order/s (drinks,
First, the customer needs to fall in line in front of the stall for the sequence of orders to be
smooth. When it is the customer’s turn, he would choose the bento box size from the three
available variations (Diet, Hungry, Craving); and then after that, he/she should choose the main
dish/es and side dish/es that he/she wants to eat. Inform also the cashier about other additional
order/s like drinks and exclusive reusable items. The customer may also ask for other needs like
extra tissue. The customer will be asked about his/her name/nickname which staff will use to call
him/her once the order is ready. Next, the customer needs to pay the total amount to the cashier
and wait for the change (if there is any). Wait for the order at the side of the stall and finally, claim
the order once the customer’s name is called.
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Choose between the
following payment
To order online, the customer should start by searching “The Pinoy Bento Box” page on
Facebook. After he/she have searched it, he/she should click the message button for him/her to be
directed to the Messenger of TPBB. After that the customer should send a message that he/she is
going to order to initiate a conversation. When an admin replied and assisted the customer, he/she
should choose from the three available sizes of bento box (Diet, Hungry, and Craving). After that,
the customer should select the combination of main dish/es and side dish/es of preference (the
number of main dish/es and side dish/es would depend on the size of the bento box). He/she
should inform also the admin for other additional orders such as drinks and exclusive reusable
items. After that, the buyer will be required to send his/her name, exact address, and contact details
for the delivery of his/her order. He/she will then be sent the total amount to be paid including the
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delivery fee. When the total amount is received, the customer may choose between the two mode
of payments which are cash on delivery and G-cash payment.
For Cash on Delivery, s/he needs to prepare an additional Php 40 for the convenience fee
on top of the delivery fee (It is a Toktok added fee when COD is availed as a compensation for the
rider paying the amount to the seller for the mean time). After informing that the COD option is
chosen, the customer would just wait for the order and pay the rider the exact amount when it
arrived.
For the other payment method, the buyer may settle their payment using G-cash. The
admin will provide our GCash details and the customer has to pay the exact amount to that G-cash
number. He/she will also be required to send a screenshot of the receipt to the page. Lastly, after
the payment had been confirmed to be received, s/he will wait for the order confirmation and the
arrival of his/her order/s.
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Items Quantity Price per (x) Total Price
Tissue 1 (set) 17 17
TOTAL P 14,361.00
FOOD SUPPLIES
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Ice 3 (sack) 100 300
Cocoa Powder 1 53 53
TOTAL P 4,933.00
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