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A Product Proposal of:

Malunggay Ice Cream


Members: Brosas, Joevelyn O. Dizon, Kimberly Joy Pea, Kimberly M. Oronce, Angela Cris Date: October 12, 2011 Professor: Mrs. Shirley V. Rivera

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TABLE OF CONTENTS
I. II. EXECUTIVE SUMMARY SITUATIONAL ANALYSIS
a) Company Background b) Product Background c) Market Analysis . d) Competitor Analysis . . .

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III.

SWOT ANALYSIS

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a) Strength and Weaknesses

b) Opportunities and Threats IV. OBJECTIVES . .

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a) Marketing Objectives b) Financial Objectives .

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MARKETING STRATEGIES
a) Target Market .

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i. Geographic . ii. Demographic iii. Psychograpic b) Product Strategy c) Pricing Strategy . .

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d) Promotional Strategy e) Place . .

I.
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EXECUTIVE SUMMARY

Moringe Malunggay Ice Cream wants to offer a unique taste of ice cream at the same time nutritious at very reasonable price. It would be distributed in schools like Holy Angel University and Angeles University Foundation and in some other schools in Angeles City. It would also be available in some malls like Nepo Mall and Jenra Mall for more consumer recognition. II. SITUATION ANALYSIS Company Background Moringe started when we had an outreach activity in NSTP. We saw many malunggay leaves that are being wasted and ignored because people dont have the knowledge that malunggay can be used productively. So thats when we came up with an idea of using malunggay as the main ingredient of our product. Also,we want to create a product that is new yet delicious and nutritious at the same time. We are fond of ice cream so we thought of something that is unique that will catch the interest of the consumers, something that they will be curious about on trying and eventually patronize it. So thats when we came up with idea of a malunggay ice cream. The name Moringe is derived from the English name of malunggay.

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Product Background

It tastes somewhat like avocado but the malunggay flavour is overpowering. Its decadent and unlike the commercial ice cream, its sweetness is just right. Its leaves and fruits have more calcium, iron, and vitamins than those of other vegetables. They also have good cholesterol (high density lipoprotein or HDL). Two hundred grams of fresh malunggay leaves are as nutritious as four eggs and two grams of milk. Malunggay contains 700 percent more than the Vitamin C of oranges, 400 percent higher than the Vitamin A of carrots, twice the protein and four times the calcium found in milk, and thrice the potassium in banana. (These are one of the many benefits that can be found on our product). Source: http:/en.wikipedia.org/Nutrients-in-Malunggay.html Market Analysis Mothers who are into nutritious foods and cant force their children to eat vegetables, could introduce this product to their kids since it is ice cream and it does not actually taste malunggay rather its sweet that kids would love to eat it again and again. Anyone who is health conscious (someone who is into dieting or someone who is vegetarian or someone who is forbidden to eat too much sugar like the lolos and lolas). Anyone who loves eating ice cream. Anyone who is adventurous in trying a new product for a change. Competitor Analysis

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The El Fav Ice creamery in Manila and the Buzz Ice Cream in Bohol and those local ice creams that also offer a unique and nutritious ice cream similar to the product.

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SWOT ANALYSIS Strength and weaknesses WEAKNESSES Limited financial resources Lack of marketing expertise New in the market

STRENGTH Healthy and Nutritious Unique and New Affordable Availability of Ingredients

Opportunities and threats THREATS more sophisticated, attractive or cheaper versions of the product or service Seasonal Market demand Competition

OPPORTUNITIES Ability to reach new markets through internet New product introduction Market expansion

IV.

OBJECTIVES

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Marketing Objectives To produce 50 to 100 cups a day. Win new customers. Gain customer confidence.

Financial Objectives At least 10 to 20 pesos profit per order. Return on Sales (ROS) of more than 50%.

Computations: Product: 20L Concentrated soymilk malunggay fresh leaves 10 bundles of lakatan banana fruit 40 cans of condensed milk table salt 500 free 500 500 5 1,505

Packaging:
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2 packs Regular Cone 2 packs Sugar Cone 5 packs Small Cup 5 packs Big Cup 3 packs Small Spoon 2 packs Tissue TOTAL COST(per day)

50 60 80 100 40 50 380 1,885

Computation of sales: Regular Cone (20pcsxP15) Sugar Cone (25pcsxP20) Small Cup (30pcsxP30) Big Cup (30pcsxP40) Sales/day 300 500 900 1200 2900

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Sales (P2,900x30days) Less: Total Cost (P1,885x30days) Utility Expense Rent Expense Advertising Expense NET INCOME(per month) 47,125 3000 10,000 5000

87,000

61,125 21,785

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MARKETING STRATEGIES Target Market Geographic Location Region :Angeles city, Pampanga Population Density : urban and rural Climate : Tropical Demographics Age : 3+ to 80 Gender : male and female Family Size :1-2, 3-4, 5+ Family life cycle : young, single, married, Teens

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Generation : Baby Boomers, Generatin X, and Millenial Income : 300 or more a day Occupation : Professionals, Students, Unemployed, and Retirees Education : pre-elem, Elementary, High school, College, Graduates Nationality : Any Nationality Religion : Any Religion Psychographics Social Class :Lower lowers, upper lowers, working class, middle class, upper middles, lower uppers, upper uppers Lifestyle : health conscious, Innovators Personality : adventurous, outgoing Product Strategy- Moringe is a malunggay ice cream that has so many nutrients in it that any adults would love at the same time has sweetness in it that kids would love.Comes in different forms; Regular Cone, Sugar Cone, Small Cup, and Big Cup. Pricing Strategy: We would use the Cost-based pricing and Product line pricing. Regular Cone 15 pesos Sugar Cone 20 pesos Small Cup 30 pesos Big Cup 40 pesos

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Promotion Strategy We may use the internet to promote products (such as Facebook, etc.). Post print ads in many places Word of Mouth Free taste for the first week.

Place- Moringe Malunggay Ice cream will be distributed in the local stores such as in the cafeteria of a school and in the mall like Nepo and Jenra. Around Angeles City and hopefully to the rest of the country for the next 5 years.

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