Champocramble Paper 1

Republic of the Philippines
City of Olongapo
GORDON COLLEGE
COLLEGE OF HOSPITALITY AND TOURISM MANAGEMENT
Olongapo City Sports Complex, Donor St., East Tapinac, Olongapo City 2200
Telefax No.: (047) 602-7175 loc 318
www.gordoncollege.edu.ph
CHAMPOCRAMBLE
Basuel, Aiza
Mobo, Francess Daphne
Navarro, Mario
Pangilinan, Christian Joseph
Rodriguez, Jomari
Tourism and Hospitality Marketing
Bachelor of Science in Hospitality Management

City of Olongapo
GORDON COLLEGE
Telefax No.: (047) 602-7175 loc 318
I. EXECUTIVE SUMMARY
a. Champocrable “A Bite of Champocramble Feels Like You Found Love on
Bumble”
b. Champocramble is a business established in 2023. The product is inspired by
Filipino street food: a flavored shave iced with a variety of candies for topping
and topped with powdered milk and chocolate syrup. Champocramble offers
different flavors (Chocoloco, Berry-Yummy, Panda-Licious, Ubebe-Labs, Mango-
Goyo) Champocramble's target market is aged 7 and above.
II. INDUSTRY ANALYSIS
Competitors Product Price Place Promotion

Dairy Queen Blizzards and ₱100.00-200.00 Retail Stores, Social Media,
Milkshakes, Supermarket. Promo/Vouchers, TV and
Frappe Printed Ads.
Lugaw Republic Porridge, ₱25.00-60.00 Retail Stores, Social Media, Printed Ads.
Filipino side Supermarket.
dishes
Mixue Ice cream, ₱40.00-95.00 Retail Stores, Social Media,
Milkshakes, Supermarket. Promo/Vouchers, TV and
Milktea Printed Ads.
Ilao-Ilao Yogurt, Fruit ₱100.00-800.00 Retail Stores, Social Media,
smoothies Supermarket. Promo/Vouchers, TV and
Printed Ads.
Max’s Filipino food, ₱39.00-5205.00 Retail Stores. Social Media,
Champorado Promo/Vouchers, TV and
Printed Ads.
Champocramble Champorado and ₱125.00 Retail Stores, Print Advertising,
Scramble fusion Supermarket. Broadcast Advertising,
Smoothie Online Advertising, Sales
Promotion, Public
Relations, Digital
Marketing
City of Olongapo
GORDON COLLEGE
Telefax No.: (047) 602-7175 loc 318
III. ISSUE ANALYSIS
a. MARKETING MIX – SWOT ANALYSIS
i. STRENGHT
 Innovative Product
 Support Local Suppliers
 Accessible to the Market
ii. WEAKNESS
 Heavy Meal
 Overwhelming Sizes
 Inconsistency Cooking
iii. OPPORTUNITIES
 Use of Social media
 Events
 Partnership in student org.
iv. THREATS
 Availability of Raw Materials
 Government Regulation
 Inflation
b. TARGET MARGET
i. AUDIENCE PERSONA
City of Olongapo
GORDON COLLEGE
Telefax No.: (047) 602-7175 loc 318
REGINE COLICO DIGITAL CONSUMPTION
 Use of food panda, Grab and Mc
AGE: 21 Donalds application
EDUCATIONAL ATTAINMENT: 3rd year  Active user of tiktok, facebook and
College Instagram
LOCATION: Olongapo City
MARITAL STATUS: Single CHALLENGES
 Easily tempted by foods
INTERESTS AND HOBBIES  Always craving in sweet foods
 Loves to Explore Something New
 Like aesthetics places GOALS AND VALUES
 Loves to take pictures of food  Wants to try unique foods
 Wants to save money
IV. MARKETING OBJECTIVES
Specific Measurable Achievable Realistic Time
To sell 200 pcs Employ the Daily posts to By giving 5% The goal is to
of social media our TikTok discount to our attain within a
Champocramble platform TikTok account TikTok buyers span of 2 months
in two months to market and Champocramble by maintaining a
period sell serve to pique regular and
Champocramble the interest as persistent
by leveraging well as posting schedule
the yellow engagement of on our TikTok
City of Olongapo
GORDON COLLEGE
Telefax No.: (047) 602-7175 loc 318
basket within a our customers in account.

timeframe of 2 our business.
months.
To Sell 200 pcs By selling 200 Employ the By displaying The objective is
per 8 events/ pcs of direct marketing our cart and to achieve within
bazaar in 2 Champocramble to market and distributing a duration of 2
months per sell loyalty cards to months by
Event/Bazaar Champocramble the customers in consistently and
by leveraging the event/ bazaar persistently
the events and attending Events
bazaar within a and Bazaars.
timeframe of 2
months.
Gaining 5,000 The influencer's Utilizing Influencer’s The goal is to
followers in just post is expected influencers to be food tasting attain consistent
two months on to generate a leverage to Champocramble and persistent
TikTok in order increased gain followers and making their posting of
to increase sales engagement and to be own influencers on
there. from their acknowledge Champocramble their TikTok
TikTok account within a
followers. timeframe of 2
months.
City of Olongapo
GORDON COLLEGE
Telefax No.: (047) 602-7175 loc 318
V. TACTICAL MARKETING PLAN / MARKETING STRATEGIES

a. SMART OBJECTIVE 1
City of Olongapo
GORDON COLLEGE
Telefax No.: (047) 602-7175 loc 318
b. ACTION PLAN 1
Posting of Product (TikTok shop) (5%) (Zambales Area Only)
City of Olongapo
GORDON COLLEGE
Telefax No.: (047) 602-7175 loc 318
c. SMART OBJECTIVE 2
d. ACTION PLAN 2
Giving out loyalty cards, showcasing our website, and putting the
Champocramble Cart on display
City of Olongapo
GORDON COLLEGE
Telefax No.: (047) 602-7175 loc 318
LOYALTY CARD
Website
Display Cart
City of Olongapo
GORDON COLLEGE
Telefax No.: (047) 602-7175 loc 318
e. SMART OBJECTIVE 3
f. ACTION PLAN 3
Posting creative videos of influencers on TikTok making and tasting the product.
City of Olongapo
GORDON COLLEGE
Telefax No.: (047) 602-7175 loc 318
g. GANTT CHART
The promotional activities of Champocramble will occur during the months of May
and June. The tiktok shop will operate everyday of the week for 2 months so that the
customers can purchase products by utilizing the yellow basket. Tiktok will also be
utilized as the main social media of Champocramble, therefore majority of the
information about their product will be posted here. The second promotional activity
would be the loyalty program which pertains to the loyalty card that will be distributed at
the location of Champocramble and when they join events. The loyalty program will
occur for 2 months. The third promotional activity would be the display cart that will be
utilized once a week for 2 months when Champocramble is invited or participates to an
event/bazaar. The fourth promotional activity are the Influencers, the influencers will post
City of Olongapo
GORDON COLLEGE
Telefax No.: (047) 602-7175 loc 318
3 videos on their tiktok account every week for 2 months to promote the products of
Champocramble.
VI. FINANCIAL ASPECT
a. MARKETING BUDGET
b. PROJECTED SALES
c. PROJECTED INCOME
I. CONTROLS AND MONITORING
a. CONTROL
CONTROL
 Implement an organized and visually appealing booth/display.
 Regularly review and analyze sales data and customer feedback.
 Deploy a robust point-of-sale system.
MECHANICS
 A 5% discount is available for Champocramble purchases made through our
TikTok account, however, this offer is only good for customers in the Zambales
area.
City of Olongapo
GORDON COLLEGE
Telefax No.: (047) 602-7175 loc 318
 Everyone who buys our strawberry Champocramble gets a loyalty card stub. After
your fifth Strawberry Champocrambe purchase, you can get a free any flavor of
Champocramble.
 If the transaction is made using the influencer's account, the influencer will
receive a 5% commission for each purchase.
b. MONITORING
 Use of Social Media Metrics to track engagement, reach, and interactions on
platforms in Facebook, and Tiktok to monitor comments and reviews for
customer feedback.
 Evaluate the success of loyalty programs in retaining customers. Track
participation rates, redemption rates, and overall impact on customer retention.
 Measure the success of influencer marketing campaigns to track follower
engagement, new followers gained, and impact on sales.
h. CONTINGENCY PLAN 1
If TikTok fails to work, alternative social media platforms such as Facebook and
Instagram will be utilized.
i. CONTINGENCY PLAN 2
If the current Events and bazaar fail to effectively engage customers, we shall
seek out a larger Events/Bazaar.
j. CONTINGENCY PLAN 3
City of Olongapo
GORDON COLLEGE
Telefax No.: (047) 602-7175 loc 318
We will switch to a more well-known influencer if the current one fails to elicit
any engagement.
II. REFERENCES
III. APPENDICES

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Republic of the Philippines

Mobo, Francess Daphne

Pangilinan, Christian Joseph

Tourism and Hospitality Marketing

Bachelor of Science in Hospitality Management

a. Champocrable “A Bite of Champocramble Feels Like You Found Love on

b. Champocramble is a business established in 2023. The product is inspired by

different flavors (Chocoloco, Berry-Yummy, Panda-Licious, Ubebe-Labs, Mango-

Goyo) Champocramble's target market is aged 7 and above.

II. INDUSTRY ANALYSIS

Competitors Product Price Place Promotion

III. ISSUE ANALYSIS

a. MARKETING MIX – SWOT ANALYSIS

 Support Local Suppliers

 Accessible to the Market

 Use of Social media

 Partnership in student org.

 Availability of Raw Materials

REGINE COLICO DIGITAL CONSUMPTION

 Use of food panda, Grab and Mc

AGE: 21 Donalds application

EDUCATIONAL ATTAINMENT: 3rd year  Active user of tiktok, facebook and

LOCATION: Olongapo City

MARITAL STATUS: Single CHALLENGES

 Easily tempted by foods

INTERESTS AND HOBBIES  Always craving in sweet foods

 Loves to Explore Something New

 Like aesthetics places GOALS AND VALUES

 Loves to take pictures of food  Wants to try unique foods

 Wants to save money

IV. MARKETING OBJECTIVES

Specific Measurable Achievable Realistic Time

basket within a our customers in account.

V. TACTICAL MARKETING PLAN / MARKETING STRATEGIES

utilized as the main social media of Champocramble, therefore majority of the

utilized once a week for 2 months when Champocramble is invited or participates to an

VI. FINANCIAL ASPECT

I. CONTROLS AND MONITORING

 Implement an organized and visually appealing booth/display.

 Regularly review and analyze sales data and customer feedback.

 Deploy a robust point-of-sale system.

 A 5% discount is available for Champocramble purchases made through our

receive a 5% commission for each purchase.

 Use of Social Media Metrics to track engagement, reach, and interactions on

platforms in Facebook, and Tiktok to monitor comments and reviews for

 Evaluate the success of loyalty programs in retaining customers. Track

participation rates, redemption rates, and overall impact on customer retention.

 Measure the success of influencer marketing campaigns to track follower

engagement, new followers gained, and impact on sales.

Instagram will be utilized.

seek out a larger Events/Bazaar.

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