SPJ INTERNATIONAL TECHNOLOGY INSTITUTE INC.

STA.ISABEL CALABANGA,CAMARINES SUR

MARKETING PLAN

PREPARED BY: AVELLANO,MARY GRACE T.

ABM 11- INDUSTRIOUS
SUBMITTED TO:MRS.CYRIL BALINGIT CAPRICHO
EXECUTIVE SUMMARY

BRIEF DESCRIPTION OF PRODUCTS AND SERVICES

Kakanin is a native delicacy that is available in the country. Every province in

the country has its own specialty of kakanin. It can be just made up of glutinous
rice (malagkit), coconut milk, and sugar combined. The history of kakanin is rich
as its flavour. Many say that every kakanin represents every culture of Filipinos.
The name our establish will be ‘KAKANIN NA MUNA!’.Our business has offer
puto and our special kalabasa suman.One our mission is to promote local delicacies
to the localities and tourists. To Let people encourage, appreciate, patronize our
own local delicacies. This idea would delight and satisfy hundreds of customers
who enjoy local delicacies of Calabanga.
The KAKANIN NA MUNA! was inspired by the Filipino culture and was a start-
up business the idea from my own mother. KAKANIN NA MUNA! is a home-
made delicacies. It discussed the strength, opportunities, weaknesses and threat of
the business in the internal and external environment of the company wherein the
marketing factors are assisting the effectiveness and well implemented marketing
strategies will give a successful value insight for the business and also to gain a
competitive advantage towards to their market competitors. The business utilize
penetration pricing strategy to attract customers where this strategy presents a low
price of the product and services during its initial opening in which the lower
prices help to lure customer away from its market competitors.

COMPETITIVE ADVANTAGE

The competitive advantage of KAKANIN NA MUNA! Is offering unique products

and services. It tastes good and also my delicacies are nutritious which I used
squash vegetable. For some children who don’t like vegetables,this product is right
for them.

POSITIONING STATEMENT

Bringing the love for Filipino traditional sweets.Our products will surely provide
the best tasting Filipino traditional delicacy,committing the best to keep quality
And taste of our products.

ANTICIPATED SALES,PROFIT,AND MARKET SHARE

SALES IN PUTO

75 PIECES OF MADE PUTO PER DAY x 5 pesos = 375 pesos per day

375 pesos x 30 days =11,250 PHP..

11,250 x 12 month =135,000 PHP. Per year

SALES IN KALABASA SUMAN

50 PIECES MADE OF SUMAN x 5.00php=250.00php Per day

250.00 x 30=7,500php per month

7,500 x 12 months=90,000php per year

PROFIT
375.00+250.00=625.00php per day
11,250 PHP. + 7,500php=18,750 per month
135,000+90,000=225,000 PHP. Per year

MARKET SHARE
MARKET AND SITUATION ANALYSIS

SWOT ANALYSIS

STRENGTHS

APPROPRIATE FOR VARIOUS TARGET MARKETS

Puto, for example, is appropriate for a variety of markets. Children, teenagers,
and adults can all consume it. It is already made and accessible to everyone.

EXCEPTIONAL PRODUCT
Since Kakanin is not frequently encountered in a highly commercialized region
like Quipayo, there will be less competition. With its distinct flavor and nutritional
value, Kakanin will be introduced to the public and has the potential to excel in the
business world.

AFFORDABLE PRODUCT WITH HIGH QUALITY

Customers frequently equate a product’s price and quality, and “KAKANIN NA
MUNA!”,effectively conveys this relationship. One of the company’s methods for
cost-saving innovation is customizing the kakanin to have a desirable taste while
omitting the expensive ingredients and substituting cheaper ones.

WEAKNESSES

SMALL BUSINESS STARTUP AND PRODUCTION

The company is yet to establish a name and reputation in the food industry.
Due to the business’s recent operation, it has a small capital and is unable to promote
the kakanin to a large number of costumers.

OPPORTUNITIES

SALES DIRECTLY AND ORDERS

KAKANIN NA MUNA! Rather than just waiting for them to arrive, the seller
also approach the customers. They hawk their products in order to connect with
various clients and encourage them to spread the word. Orders can be placed at any
time, and the company is always open.
FAST DELIVERY AND EASILY ACCESSIBLE TRANSACTION
Social media is popular since it may be utilized for advertising and luring clients
in the present world in which people live. Delivery may not be an issue because the
business is situated in the city’s heart and can readily reach the clients. The store is
easily available by emailing the proprietors or contacting them on various social
media platforms.

THREATS

INFLATION
Due to the fact that kakanin is mostly made of agricultural products such
glutinous and commercial rice, sugar, and coconut milk, its price, which has been
steadily rising, may have an effect on the consumer’s ability to purchase.

THE ARRIVAL OF NEW COMPETITORS WHICH SELL WITH SAME

PRODUCTS

MARKET SEGMENTATION AND COSTUMER ANALYSIS

TARGET MARKET/SEGMENT CHARACTERISTICS

Customers have been categorized into two categories: demographic and

behavioural segmentation. First, demographic segmentation. The ‘KAKANIN NA
MUNA!’ customers are divided according to age.The first group of customers are
the students or teen ages 13 to 19 years old.The second group of customers are the
faculties/teachers ages 23-50 years old.

Second, behavioural segmentation. The market is also divided into segments

depending on consumer behavior, usage, preferences, choices, and decision-making.
Normally, the segments are separated based on how well they understand and use
the product. It is thought that a person’s purchasing decision is influenced by their
understanding of the product and how to use it.
MARKET RESEARCH FINDINGS

• They have a need for this dish because there is no one available to offer it in
my hometown, just like there are occasions or events where it is actually
needed, where it is the majority of the residents’ favorite kakanin food.

• Most of the time, if a product is unique and is presented to them for the first
time, consumers are willing to purchase it.

• Adults and children alike can afford to buy this, which will eventually help
this business expand more quickly.

OBJECTIVES AND GOALS

MISSION STATEMENT

“We consistently maintain the quality and taste of our products while offering
the best-tasting Filipino kakanin”
.Bring the love for Filipino traditional sweets.We virtually produced the most
flavorful and co-created “kakanin” foods with our speciality kalabasa suman and
black puto de filling made by a hand-making procedure for the safety and well-
fitness of a person’s body in order to give wonderful tasting food and bring the
delight of eating to everyone.

OBJECTIVES FOR VOLUME,SALES MARKET,GROSS MARGINS,NET

PROFIT, RETURN ON INVESTMENT

• Increase volume
• Increasing annual sales and profit
• Increase sales market
• Improve gross margins
• Increase net profit
• Increase return in investment
STRATEGIES AND TACTICS

PRICE STRATEGY

Price is one of the key factors that give demeanour to native delicacies.It
reasonable for consumer to tend a place where they can purchase kakanin foods at
cheaper price.
Penetration pricing is the strategy can able to apply.
It can motivate customers to switch brands and build demand for your product. As a
result, that increase in sales volume may bring economies of scale and reduce your
unit cost. According to Dolansky “Penetration pricing makes sense when you’re
setting a low price early on to quickly build a large customer base,”

PRODUCT STRATEGY

The uniqueness of a product can attract a lot of costumers.KAKANIN NA MUNA!

offering black puto de filling and as well as kalabasa suman special.It is native
delicacy made up of refined sticky rice and other materials like squash.Itis mostly
served during celebration because it consider these as desserts and even these are
can be as merienda food.

PLACE STRATEGY
KAKANIN NA MUNA! will located along the highway nearby the school in
which students who have been passing by or walking by.Located at San Antonio
Quipayo Calabanga Cam.Sur.

PROMOTION STRATEGY
As part of marketing strategy, KAKANIN NA MUNA!came up with strategies
that may help in promoting kakanin products to customers/market specifically
students, teachers and residents and may raise customers’ awareness about their
products through introducing the kakanin direct to customers; referral or
recommendation of family members, friends, classmates or others.

BUDGET AND CONTROLS

SALES ,EXPENSES AND MARKETING BUDGET TOOLS FOR REVIEW

PUTO CHEESE (FOR LARGE SIZE)

EXPENSES:
1 kilo All purpose flour 42.00
4 cups sugar 52.00
8 tablespoon baking powder 20.00
5 large eggs (8 each) 40.00
1 big evaporated milk 25.00
½ cup melted margarine 30.00
Cheese (Quezo) 36.00
5 ½ cup water 0
TOTAL: 245.00

OTHER EXPENSES (transportation, gas, packaging) = 50.00

245 + 50 = 295.00 PHP.

YIELD: 75 PIECES LARGE

295 ÷ 75 = 3.93 PHP cost per Puto or 5 pesos per puto

SALES
75 PIECES OF MADE PUTO PER DAY x 5 pesos = 375 pesos per day
375 pesos x 30 days =11,250 PHP..
11,250 x 12 month =135,000 PHP. Per year
KALABASA SUMAN

½ kl. Malagkit rice . 30.00

½ kl .ordinary rice 25.00
2 cups grated squash 35.00
½ kl of sugar. 38.00
4 cups coconut milk (second extraction). 25.00
Banana leaves. 0.00
Total 148.00 php

Other expenses: (gas, transportation, packaging)=50.00 PHP.

Yield:50 pieces medium

148.00+50.00=198.00php
198÷50=6.96 php cost per suman or 5.00 PHP per suman

50 pieces x 5 pesos=250.00 php.

SALES:
50 PIECES MADE OF SUMAN x 5.00php=250.00php Per day
250.00 x 30=7,500php per month
7,500 x 12 months=90,000php per year

Contingency plans and risk management

In running a business there’s really a lot of challenges along the way that be given
a lot of attention and of concern, and must be resolved before it gone worst might
cause more complication in the near future. One of the problem that’s been seen in
the firm is uncertain sales, they are not able to know the numbers of possible
consumers in a days, week, and months to come that is why they think sales may not
be that much. But they see pre-taste as a solution, for the product to be introduced to
the consumers.
Next is the lack of experience, it’s their first time in kakanin business so there might
be a long time in adjusting them selves in this kind of environment, despite that they
never think that it could fall off their business, instead they attend to business
seminar, workshops and even ask motivations and advice from experts to sharpen
their management skills to be applied to their own business. Lastly lack of financial
resources, it’s their first time in kakanin business so there might be a long time in
adjusting them selves in this kind of environment, despite that they never think it
could fall off their business, instead they attend to business seminars, workshops and
even ask motivations and advice from expert to sharpen their management skills to
be applied to their own business