polvoron marketing plan

TABLE OF CONTENTS

Executive Summary

…………………………………………………………………. 2

Business Review …

………………………………………………………………….. 3

Mission/ Vision ……………………………………………………………………….... 4 Situational Analysis i. ii. iii.

Environmental Analysis………………………………………………. 4 Key Factors of Success……………………………………………….. 4 SWOT Analysis………………………………………………………. 5

Market Segmentation/ Target Market…………………………………………………… 6 Marketing Objectives and Goals………………………………………………………… 6 Financial Statement a. b. c. d. e.

Market Share………………………………………………………………. 7 Sales Inventory……………………………………………………………. 8 Computation………………………………………………………………. 9 Ingredients of Polvoron…………………………………………………… 10 Others……….…………………………………………………………….. 11

Marketing Strategy a) b) c) d) e)

Product Strategy………………………………………………………. Pricing Strategy……………………………………………………….. Place Strategy…………………………………………………………. Promotion Strategy…………………………………………………… Distribution Strategy…………………………………………………..

12 12 12 12 13

Contingency Plan…………………………..…………………………………………… 13 Appendix…………………………………..……………………………………………. 14

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Executive Summary This marketing plan illustrates the marketing segmentations/strategies that we used to obtain customers, generate profits, and whatnots. We can never loathe the original flavor of Polvorón, but we cannot also deny that we want something new, something innovative, and something that would astonish our taste buds, perhaps an unusual new look and flavor that you don`t see everyday. Though the focal point of our business is formulating new flavors and looks for Polvorón, we cannot simply discard and discontinue the production of the never-fading traditional flavor and looks of Polvorón that most of us Filipinos grew up with. MM`s Polvoróns are reasonably priced homemade products that can be sold in MasCo kiosk and Online Rush Computer Shop. It is usually packed in small sizes. People of all ages, without a doubt, will enjoy MM`s Polvoróns. Once we`ve accumulated the necessary components for advancement, we would augment the scope of our market in Gumaca, Quezon.

2

Business Review Polvorón (also known as pulburon/polboron in Tagalog) is a type of shortbread and holiday delicacy that originated from the Iberian Peninsula. It is produced mostly in Spain and Latin America and is a popular dessert in the Philippines. “Polvo” which means powder in Spanish literally translates to “powder” snack or cookie; hence “powder cookie.” When we talk about Polvorón we always tend to depict a picture of a milk powdered candy in our minds with a nostalgic feeling, a candy that brings us back to our younger days. Nowadays, the typical homemade traditional cellophane/Japanese paper wrapped Polvorón is becoming dull due to big famous stores that offer it. MM`s Polvorón aspires to produce Polvoróns that can keep pace with the Polvoróns of famous stores and the taste of the new generation not just in the way of introducing new flavors but in a sense of an unusual physical characteristics of it (i.e. Chocolate Coated Polvorón).

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Mission/Vision

The mission of MM`s Polvorón is to provide unique variety of Polvoróns for a reasonable price and to consider foremost the satisfaction of the consumer. MM`s Polvorón envisions to be the “insignia” of the Filipino pulburon.

SITUATIONAL ANALYSIS  Environmental Analysis Polvoron is a sweet delicacy that is widely known and incessantly patronized in the Philippines. Polvoron is a highly profitable product in the market, we Filipinos attest to this due to our love for sweet delicacies.

 Key Factors of Success 

Understand the needs, wants and desires of our target market. We will be

 

the voice of the customer for our product. Producing goods, tasty and more inspiring polvoron Minimize expenses

 SWOT Analysis  Strengths 4

 Sell directly to the consumers  Keep costs below competitor’s cost  Homemade product  Weaknesses  Limited amount of capital  Limited target audience  Lack of brand awareness 

Opportunities  Loyal customers  Similar products on the market are not as reliable or are more expensive  Growing population

 Threats  Competitors have stronger brand name  Changing customer taste  Competition may increase

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MARKET SEGMENTATION/ TARGET MARKET

  

Our focus is on small businesses. The target market for MM`s Polvoron is active consumers These active consumers represent a demographic group.

MARKETING OBJECTIVES AND GOALS

The goals and objectives of MM’s Homemade Polvoron is to start the business on the year 2016 and gaining good customer feedback, to encourage other teenager to build their own business too even they are young. Also to expand our knowledge and capability on handling the business.

 FINANCIAL STATEMENT  Market Share

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Sales

12% 12%

37%

Graham Balls 36% Sweet Nuts 12% Bread Rolls 26% Gummy Worms 12% MM's Polvoron 12%

27% 12%

 Sales Inventory

7

MM’s Homemade Polvoron Product Description/s

Cost

Volume Unit/Price

Amount

Php. 168.00

60/4.00

Php. 240.00

January 2016 Masapan Polvoron

100.00 106.00

24/5.00 18/5.00 18/3.00

120.00 90.00 54.00

Polvoron

142.00

107/2.50

267.50

February 2016 Polvoron

137.00

70/2.50

175.00

December 2015 Polvoron

TOTAL

Php. 653.00

Php. 946.50

Gross Profits

Php. 946.50

- Cost

-653.00

Net Profit

Php. 293.50

 Computation:

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       

½ kilo Flour Cookies and Cream ¼ Butter P. Milk 150grams ¼ kilo Sugar Gas Plastic Cellophane Sticker Paper

Php. 40.00 33.50 30.00 50.00 16.50 40.00 12.00 50.00

TOTAL

Php. 272.00

Total Cost

Php. 272.00

Production

90 pieces

Cost per piece

3.02/pc.

Mark up: 60%

1.81

Selling Price

Php.

5.00/pc

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 Ingredients of Polvoron  Flour

 Cookies and Creams

 Butter

 Milk

 White sugar



Others

 Gas

 Plastic cellophane

 Sticker Paper MM’s homemade

POLVORON Cookies and Cream

Distributed By: MASCO Gumaca, Quezon

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MARKETING STRATEGY  Product Strategy

 We have a distinct flavor and look that consumers will look for.  Pricing Strategy MM’s Polvoron is priced with the competition in mind. The distributors is not concerned with setting prices to signal luxury or prestige, nor it is attempting to achieve the goals of offsetting low prices by selling high quantities of products. Instead value pricing is practicing so that customers feel comfortable purchasing again the said product. The pricing strategy also makes MM’s Polvoron good gifts --- for birthdays, graduations, or “just because”.

 Place Strategy Our business will be distributed to MasCo kiosk and Online Rush Computer Shop. The distribution of the product is the best for the accessibility, availability and for our target need of the business.

 Promotion Strategy a. Internet advertising/ Social media (MasCo Facebook Page) b. Referral  Distribution Strategy Use marketing efforts to attack the competitor in the areas in which they are not serving the market well.

CONTINGENCY PLAN 11



The worst case scenario is that the Polvorons might spoil when it`s left unsold. In any case that the worst scenario occurs, MM`s polvoron will dispose of the polvorons that are near spoilage but are still safe to ingest by drastically reducing its price.

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APPENDIX

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