Chapter III
MARKETING MANAGEMENT
Marketing management is one of the most essential part of business enterprise.
The consideration of the 5Ps (Product, Price, People, Place and Promotion) is
elaborated here. Marketing is usually a creative industry which includes advertising,
distribution and selling. In addition, the determination of the extent to which the goods/
services be generated by the project are needed or demanded and to design the
appropriate marketing strategies and plans that will help ensure that the projects
outputs will reach and be accepted by the target users.
This aspect will look into the analyzation of past and present demand and supply
situations, expected future behaviors and the resulting demand supply gaps as they
relate to the outputs. Also, to undertake the analysis, planning and formulation of
workable marketing programs, product mix strategy, marketing mix and marketing
organization that can effectively inform, motivate and service the markets.
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SWOT ANALYSIS
Strengths Weaknesses
1. Unique and affordable product 1) Limited outlet
2. A natural and chemical-free product 2) Misconception of products dual
3. Advocate of greening the enterprise purposes
4. Marketing and management capability 3) Familiarity of the product
5. Availability of resources 4) The product is not widely known to all
6. Financial stability consumers
7. Skilled and high level of employees
knowledge in the field
8. Low level of staff turnover
9. Product integration toward corporate
social responsibility
Opportunities Threats
1 Demand for convenience 1. Unstable government regulations
2 Use of marketing or promotional 2. Economic of Scales
techniques to boost the business 3. Cheap similar products can emerge
3 Potential new product line after launch of products
4 Opportunity to grow and expand
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Demand Analysis
Scentimental Fragrance Corporation made the demand analysis to determine
what type of customers are willing to buy the product, how many units they are likely to
buy and at what price range. This information is then used to plan advertising strategies,
determine selling cost and make product modifications
Table 3.1
Projected Survey Population
Population Market First Year Second Year Third Year
SM Dasmarias - -
Supermarket 1,295,391 1,332,957 1,371,613
Department Store 1,401,682 1,442,331 1,484,158
Watsons 1,090,128 1,121,742 1,154,272
Bench 1,187,654 1,222,096 1,257,537
Robinsons Place Dasmarias
Supermarket 740,047 761,508 783,592
Bench 803,543 826,846 850,824
Walter Mart Dasmarias
Supermarket 900,001 926,101 952,958
Zen Zest 589,985 607,095 624,700
HBC 756,894 778,844 801,430
Central Mall 1,051,320 1,081,808 1,113,181
TOTAL 9,816,645 10,101,328 10,394,266
According to surveys, people who visits malls mostly in the skin care section
goes up to 9,816,645 with a growth rate of 2.90% from the year 2016.
Projected Population and Demand
(Ages 14 and above)
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YEAR POPULATION ESTIMATED DEMAND
2016 9,816,645.00 4,908,323
2017 10,101,327.71 5,050,664
2018 10,394,266.21 5,197,133
2019 10,695,699.93 5,347,850
2020 11,005,875.23 5,502,938
Table 3.2
The estimated demand was derived from the results of the assumptions that 50%
of the total projected population from the year 2016 to 2020.
Supply Analysis
Scentimental Fragrance Corporation tend to have a new and very unique product
out of all perfume industry in the Philippines. The supply analysis takes into account
changes in both output supply and input/factor demand.
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MARKETING PROGRAM
Product Description
MOSCENTO is a naturally derived perfume with mosquito repellent. It has a
combining scent from essential oils like citronella, lemongrass, peppermint and lavender
that will benefit all types of consumer to be able to reduce the mosquito causing disease
in every community while looking good, smelling nice, and feeling great all in one place.
Brand name
"MOSCENTO" is the brand name of our product. The name is a combination of
the words 'scent' and 'mosquito'. which totally gives meaning to what the products
purpose, that is to make a scent that can send those mosquitoes away (scent those
mosquitoes away!) without smelling like chemicals. This is by innovating a perfume that
can double as mosquito repellent.
MARKET DESCRIPTION
The proponents aimed to offer the product to the population of Cavite, who seeks
an affordable and effective mosquito repellent with a pleasant-smelling scent.
MOSCENTO will sell directly from the retail outlet in commercial space of Pascual
Building in Governor's drive, Sampaloc 1 Pala-pala, Dasmarias City, Cavite.
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TARGET MARKET
Scentimental Fragrance Corporations main market are basically the residents of
Dasmarias City, Cavite, more specifically residents who are always aware of their
smell and very particular with health issues regarding mosquito-borne diseases.
Moreover, the market chosen by the researcher are more likely to use our product for
the main reason of the necessity of having a great smell and safe from mosquito bites.
Hence having this type of market makes our product flexible to all gender of
Dasmarias City, Cavite. People who tend to smell good and remarkably safe, only our
product can provide all their wants and desires.
PRICING STRATEGY
In choosing pricing strategy, the proponents based their pricing according to their
own unique marketing goals and objectives. Considering the cost of production and the
suggested price of competitors. MOSCENTO is intended to sell at a reasonable price
for the affordability of the target market.
Perfume with mosquito repellent MO SCENTO sells its one bottle of 10 milliliters
for fifty five pesos (PHP 55.00)
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PRODUCT STRATEGY
In the proposed study, the proponents developed and created a natural and
environmental friendly perfume combined with insect repellant from citronella oil,
lemongrass oil, lavender oil, and mint oil blended as MOSCENTO. The product is
offered for sale in the market with an objective to make sure that the consumers will
have the most satisfying experience when using MOSCENTO, not only having a great
and perfect smell but also having the assurance of safety from mosquitoes. We are
more that confident that it is effective, natural, and safe not only for the user but also for
the environment. More importantly the product also aims to make the consumers
choose it without any doubt of the product having side effects that may cause negative
effects or damages, and of course products with no negative effects are the ones who
are trusted by most of the consumer because at the end of the day our products goal is
to Scent those mosquitoes away!
PROMOTIONAL STRATEGY
Promotion is one of the marketing mix elements among the 5Ps. Promotional
strategy is the method used for creating consumers awareness of a product. Therefore,
the proponents of Scentimental Fragrances Corporation come up to this following way
to meet the goal of promoting their product.
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1) Tarpaulin- This will be posted to areas near malls, schools and
near its retail outlet
2) Promotional Price- The proponents decided to have an opening
price of three for one hundred fifty (3 for PHP 150) pesos only. (Saving up 15
pesos for every purchase of three (3) bottles.)
3) Online Marketing- Online marketing moves as the speed of light.
Through the use of internet websites/ social media, such as Facebook,
Instagram, and Twitter.
4) Sponsoring Programs- Promoting MOSCENTO (perfume with
mosquito repellent) to the public through sponsorship programs in barangays,
schools and in communities. By this the proponents can easily win the target
market.
5) Leaflets- the leaflets will be distributed continuously on its first year
of operation.
Tarpaulin
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Promotional Price
Online Marketing
Facebook
Instagram
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Twitter
Leaflets
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Packaging
(Sticker)
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