L2J

ORGANIC LIQUID FERTILIZER

MARKETING
PLAN
COLLEGE OF MANAGEMENT AND
ACCOUNTANCY
II- MARKETING MANAGEMENT SOUTH
 ESPIRITU, JERICO
LACANLALAY, RICHEL MAE
MUNCAL MARISSA
NERVAR, LEONNY
PADILLA, LLOYD
GROUP III

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CHAPTER I
 Company Name
 Rationale for the company name
 Company Background
 Vision
 Mission BEST FOR You 3
O R G A N I C S C O M P A N Y
 The L2JCompany,along with the tagline of“Salvation
of Creation” is an organic fertilizer production company. The
company will entirely be committed to offering its products to
customersintheprovinceofNuevaEcija.Ourproductswillinclude
the production of organic fertilizers. Due to economic
development, industrialization, and increasing population,
problems regarding to the consumption and dwindling of
resources, and the increased of wide-ranging types of litters are
becoming more serious as the day passes by. The tagline
“Salvation of Creation” simplify as saving everyone from the
toxicity.

COMPANY PROFILE
 OUR VISION AND MISSION STATEMENT

VISION STATEMENT
» Our main goal of doing the organic fertilizer production
business is not only to make profits but also to spread
awareness about the harmful effects of using chemical
fertilizers and also to give knowledge about the
benefits of using organic fertilizer. However, our vision
is to make sure we grow and nurture our organic
fertilizer production company in Nueva Ecija.

MISSION STATEMENT
» We want to build an organic fertilizer production
business that will be listed amongst the top 10organic
fertilizer brands not only in Nueva Ecija but also in the
entire Philippines. We also want to convince people to
be more interested in agriculture.

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 CHAPTER II
MARKETING INFORMATION
SYSTEM

» PESTLE Analysis
» Porter’s 5 Forces
» Competitive Profile Matrix
» SWOT Analysis

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PESTLE ANALYSIS
POLITICAL FACTOR
» The L2J Company with the tagline of
“Salvation of Creation” must consider an act
providing for the development and promotion of
organic agriculture in the Philippines and for other
purposes. Policy formulation on regulation,
registration, accreditation, certification and labeling
on organic agriculture. Promote the healthy use of
soil, water and air as well as minimize all forms of
pollution thereto that may result from agricultural
practices.
ECONOMIC FACTOR
» The uncertain economic situation such as
disposable income, interest rates, and the
competition outside of the business.
SOCIAL FACTOR
» The demographic changes, lifestyle changes,
and cultural changes which can have impact on
the consumption of organic fertilizer . Since there is
an increase in the sense of health consciousness
among people, they want to use those products
which have positive health effect on them. BEST FOR You
O R G A N I C S C O M P A N Y
TECHONOLOGICAL FACTOR
» In order to meet the demand of fertilizers, it is
important to have in depth technological knowledge
such as new machines that will make the work easier.
Develop environment friendly procedures to avoid
pollution as much as possible.
LEGAL FACTOR
» We don't have any big problem in terms of legal
factors because our product is cheaper than the
competitor's product, so we are not violating the
consumer law and the L2J organic fertilizer is safe to use
and it can't harm the health of someone who will use it.
It is safe to apply because it has no any chemical
content and it is also eco-friendly.
ENVIRONMENTAL FACTOR
» In environmental factor we didn't see this as a problem,
we see this factor as an advantage to our product
because our objective is to spread awareness of the
current issues we are dealing right now , like global
warming and pollution. Unlike any other chemical
fertilizer industry, our product is toxic free and can’t
affect the health condition of the consumers and
plants.
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PORTER’S FIVE FORCES

THREAT OF
NEW ENTRANTS

RIVALRY
BARGAINING BARGAINING
AMONG
POWER OF POWER OF
EXISTING
SUPPLIERS BUYERS
COMPETITORS

THREAT OF
SUBSTITUTE
PRODUCT

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Table
RIVALRY AMONG EXISTING COMPETITORS: LOW BARGAINING POWER OF SUPPLIERS:
SMALL NUMBER OF RIVALS IN THE INDUSTRY NUMBER OF SUPPLIERS
BRAND LOYALTY
BARGAINING POWER OF BUYERS:
QUALITY DIFFERENTIATION
NUMBER OF CUSTOMERS
THREAT OF NEW ENTRANTS:
QUANTITY OF CUSTOMERS ORDER
GOVERNMENT POLICIES
DIFFERENCES OF COMPETITORS
ECONOMIES OF SCALE
PRICE SENSITIVITY
THREAT OF SUBSTITUTE PRODUCT:
BUYER’S INFORMATION AVAILABILITY
BUYER TO PROPENSITY TO SUBSTITUTE

PERCEIVED LEVEL OF PRODUCT DIFFERENTIATION

RELATIVE PRICE PERFORMANCE OF SUBSTITUTE

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COMPETITIVE PROFILE MATRIX
L2J ORGANIC LIQUID PLANT MATE ATLAST FERTILIZER  In terms of marketing our brand is
FERTILIZER
weaker than our competitors
CRITICAL SUCCESS FACTOR
SCORE WEIGHTED SCORE WEIGHTED SCORE WEIGHTED
because we only use social media
SCORE SCORE SCORE to advertise. In branding our
competitors has the advantage
MARKETING 11 3.7 12 4 14 4.7
because they are already well
BRAND REPUTATION 9 3 9 3 14 4.7
known brand. Since we don't have
LOCATION 10 3.3 10 3.3 13 4.3 yet a physical store the location of
our product is can't be rated too
PRODUCT QUALITY 14 4.7 12 4 14 4.7
high. In these three brands in terms
CUSTOMER LOYALTY 10 3.3 11 3.7 13 4.3
of customer loyalty our product is
PRICE 15 5 13 4.3 13 4.3 more weaker that the others

TOTAL 3.8 3.7 4.5

because we are newly build brand,
Lorem ipsum dolor sit amet, consectetur adipiscing elit. but in terms of pricing and product
quality I can say that our product
may satisfy you from its
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O R G A N I C S C O M P A N Y effectiveness and affordability.
 SWOT ANALYSIS
STRENGTH OPPORTUNITIES

Our products are environmental friendly. It’s good The fact that loads of people are opting for healthy living and less
for the plants as well as for the consumer. toxicity such as organic foods and organic fertilizer in Nueva Ecija means that
the opportunity available to us is enormous. We are also under of government
The cost of putting up this organic fertilizer production
law such as Republic Act No. 10068 An Act Providing For The Development And
business is very low. The production quality is very high, you
Promotion Of Organic Agriculture In The Philippines And For Other Purposes. We
can see results in no time. We also spread the awareness
can easily change consumers lifestyle and choice when it comes to healthy
of being a health conscious, because this is organic and
living. The primary raw materials of making this product isn’t hard to find
we didn’t add up some chemicals that can put both
because you can easily see it in your surroundings.
consumers and plants at risk.

THREATS
WEAKNESSES
Being new to this industry is a threat because people are not aware
Our weaknesses are having a weak brand,
that our company exist. Their loyalty and dedication to other brands are hard
because we are just a new business in the industry. Since
to separate.
we are new, the productions are limited. Technological
advancement, because unlike any other fertilizer
company we often use man power than machineries.

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 L2JORGANIC LIQUID
FERTILIZER

CHAPTER III

MARKET DESCRIPTION
 Market
 Segments
 Target Market
 Positioning Strategy
A. MARKET

The market in organic fertilizer is rapidly

expanding over the year here in the
Philippines. In the forecast research by the
B. SEGMENT
year 2024 the consumer of organic fertilizer
will increase to 15%. As a group of students In setting or identifying which market segment is
who are not only concern about the health the most fit to our product we used the
of the consumers, we also care about the demographic market segmentation. Since our
environment. We want our product to target customers are those farmers and plant
provide people a good fertilizer which have growers it will fall to demographic segment.
no chemical involve. We want to see
people living a healthy and non-toxic
lifestyle in our society. We also want to
improve agriculture not only in Nueva Ecija
but in the entire Philippines.
C. TARGET MARKET

Having carried out a research on

the market, we have been able to
D. POSITIONING STRATEGY
highlight the various consumers who
need our products and services. The For everyone who are seeking for a healthy

following are the various groups that lifestyle and natural ways to grow your plants,

make up our target market: L2J is a perfect organic fertilizer for you. It is free
from chemical containment and it is made of
Organic Foods and Crops Farmers:
decomposed vegetable / plants. It provides you
These are farmers that utilize organic
a new technique to grow your plants naturally
fertilizers for growing their farm crops.
and hazard free in a very low budget.
Organic Gardening:

These are consumers who grow

plants on their houses.
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O R G A N I C S C O M P A N Y
CHAPTER IV
Products and Services
 Product Description
 Product Attribute
 FAB
 Branding
 Packaging
 Labeling
 Product Usage
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O R G A N I C S C O M P A N Y
PRODUCT DESCRIPTION

The L2J Company with the tagline of

“Salvation of Creation” is made of axillary buds
and young fruits, fast growing plants, young PRODUCT ATTRIBUTE
leaves of plants and grasses, and decompose
The L2J can be a universal fertilizer
vegetables. It is mixed with crude sugar or
for those plants that bears flowers. It is
molasses, its juice is extracted and fermented
manufactured in clean and safe
after storing for a period of time. This is suitable
environment. It provides health
for crops and indoor gardening. Cheaper than
benefits for both consumer and
chemical fertilizer and it’s more healthy and
plants. It has low budget production.
eco-friendly. The nutrient content of organic
It is manufactured with no chemical
fertilizers varies greatly among source materials,
involve. It doesn’t pollute the
and readily biodegradable materials make
environment, instead it is an eco-
better nutrient sources. Organic fertilizer inputs in
friendly fertilizer. Packaging contains
agricultural fields in the present scenario has
the liquid organic fertilizer’s logo and
significant environmental benefits over the use
content. It’s very easy to use.
of chemical fertilizers and the practice has
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O R G A N I C S C O M P A N Y
FAB
FEATURES

The L2J provides consumers of having a chemical free and safe

fertilizer for both plants and consumers.

ADVANTAGES

The L2J fertilizer improve structure of the soil. It makes your soil
and plants healthy and strong. There is no risk of toxic buildups of
chemicals that can be deadly for plants and consumers. The L2J fertilizer
are renewable, biodegradable, sustainable, and environmentally
friendly.
BENEFITS
The L2J fertilizer release their nutrients more slowly in the soil when
the plant needs them, so they last longer. It makes your plants healthy
and the consumers as well. It is an eco-friendly fertilizer, it doesn’t harm
the environment.
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O R G A N I C S C O M P A N Y
BRANDING

The L2J Company with the tagline of “Salvation of Creation” came from
the combination the groups name and the tagline was to give
knowledge to the consumers about the benefits of organic fertilizer.
Saving mother nature through using natural resources rather than using
toxic materials such as chemicals.
LABELING
The labeling includes the products name along with the tagline and at
the back was a short description about the product, its content and
instructions.

PACKAGING
Each packaging has its different size according to the customer’s desire.
It is well-packed to avoid leaks.
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O R G A N I C S C O M P A N Y
PRODUCT USAGE

The L2J fertilizer as a natural growth enhancer, is made from actively

growing plants and fast growing plants may contain natural growth
hormones and mineralized nitrogen that promotes plant growth.

 Mix 1 teaspoon of L2J per liter of water and spray on the leaves or apply
directly to the soil around the plants from seedling stage up to pre-
flowering stage.
 You can apply it weekly or depending on plant vigor.
 There is no overdose, you may use it liberally. However, the soil must be
watered first before applying to avoid scorching of the roots.
Apply L2J fertilizer to the soil to serve as source of energy accelerate activities
of soil microorganism

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 PRICING STRATEGY
 Costing
 Price Strategy

CHAPTER V

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 COSTING

DESCRIPTION COST

MOLASSES 250

CONTAINER 750

PACKAGING •COSTING 100

LABELING 150

PRODUCT TEST 3500

TOTAL 4750

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PRICING STRATEGY
When it comes to pricing for products
such as organic fertilizer, there are two
sides to the coin. We are aware of the
pricing trend in the organic fertilizer
production industry which is why we
have decided to produce various
containers– sizes of organic fertilizer

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O R G A N I C S C O M P A N Y
 LOCATION
STRATEGY
 Distribution Strategy
 Specific Channels

CHAPTER VI
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DISTRIBUTION STRATEGY

The production and supply side, there are some unique challenges to
the cost and logistics of moving locally or regionally produced organic
fertilizer to the market. Of particular interest are the operations size and
situation of small and medium size farms. We are indirect distribution for we
will be providing retailers and wholesalers within the area.

SPECIFIC CHANNELS

Our specific channel includes Advertising our organic fertilizer in

community based on social media and flyers. Engage in direct marketing
and sales. Encourage the use of Word of mouth marketing (referrals).
Engage in road show here in Nueva Ecija in targeted farm communities from
time to time to sell our organic fertilizer.

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 CHAPTER VII
PROMOTIONAL STRATEGY
 Promotional Objectives
 Audience Description
 Message
 Media
 Paraphernalia BEST FOR You
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PROMOTIONAL OBJECTIVES

Our promotional objectives is to give information and make our possible

customers aware about the product that we are offering which is L2J
organic liquid fertilizer. In our promotion we want to discuss the benefits they
can receive when they use the product and how this product can solve
their problems.

AUDIENCE DESCRIPTION

The number of consumers of fertilizer is continue growing over the past

few years, but most of them are chemical fertilizer user, chemical fertilizer
that can harm them when they use it. That is why L2J is here to serve those
small farmer and plant grower in their plants and crops. Since our product is
organic it is safe to apply especially to those plant growers.

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MESSAGE

Each and every one of us are aware about the climate change right now, that’s why in our own simple
way we want to lessen the toxicity in the surroundings. We want to produce a product that will not only
benefit the human but also the environment. We want to spread awareness about the waste in our
community. 2J will be using Print Media such as magazines toagazine will show you more information about our product such as its

MEDIA

The L2J will be using Print Media such as magazines to showcase our product. The magazine will show
you more information about our product such as its benefits, how does it works, and how will you use it.
This will give you more knowledge about the product. We will also use outdoor ads to reach a wider
market. It could be on interiors and exteriors of buses, and bus benches. And because it is outdoor, it's
part of the environment therefore it will demand attention, and it has a big impact on the patch
purchase. And because we are in a new era where Internet is one of the most used and popular tool for
communication, we will promote our product through Internet advertising. We will be using social media
platforms such as Facebook, Instagram, and Twitter. such as

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PARAPHERNALIA

The L2J will be using Business cards to give it to

the customers for them to contact us for further
questions about the product. It will include our
contact details and our logo along with the
tagline. Creative stickers that we will hand out
to our target markets that subtly display our
logo. We will also be giving Thank You Card for
every purchase to let our customers know that
we are thankful for trusting our product. We will
also use brochures and flyers for them to read
more about our product.

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