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TABLE OF CONTENTS
PAGE
Current Marketing Situation……………………………………………………….
Market Situation……………………………………………………………………..
Demand and Supply………………………………………………………………..
Market Share…………………………………………………………………………
Product Situation…………………………………………………………………...
Competitive Situation………………………………………………………………
Distribution Situation………………………………………………………………
Macro- Environment Situation……………………………………………………
SWOT Analysis………………………………………………………………………
Goals and Objectives……………………………………………………………….
Market mix Strategies
Product………………………………………………………………………..
Pricing…………………………………………………………………………
Promotion…………………………………………………………………….
Distribution…………………………………………………………………..
Financial analysis…………………………………………………………………..
Implementation……………………………………………………………………..
Controls………………………………………………………………………………
Polytechnic University of the PhilippinesCollege of business
Department of marketing
Marketing plan
Name:
Francisco A Moral Jr.
Mary Grace T. Ong
Laurence H. Cruz
Alvin Salomon
Lovely Etulle
Rowena Perez
Maricel Magdaraog
BSBA-MM 4-2N
September 30, 2010
I. EXECUTIVE SUMMARY
Taholiquor is another unique product in the taho industry. This Taholiquor is
specially formulated to mainly cater the segment of the people aging 18 and above who
are thinking drinking taho is only for young ones. As a new company entering the
industry effective marketing effort must be considered in order for us to attain our goals
and objectives.
Dissolve company will use different consistent marketing strategies in order for
us to create awareness and build customers acceptability and loyalty. The product
unique selling proposition, the most competitive pricing strategy, adequate promotional
tools and choosing the proper distribution channels are given emphasis in order for us
to achieve the 1.32% target market share at the end of the first year of our operation.
II. Current Market situation
A. MARKET SITUATION
For the taho industry in the Philippines, today many of us were very much
surprise because of the different stall in the mall that is now offering taho the solidified
soy milk that we used to drink every breakfast back when we were kids.
But just like mention above back when we are kids indicates that today’s market
we often think that the taho were just for kids that’s the reason the company has
produced a taho product that has a mixture of liquor to give a curiosity to the market that
the age ranging from 18 above who were not that much drinking taho.
DEMAND AND SUPPLY
DEMAND
This present the project demand for the Taholiquor for the month of November
2010 to November 2010. Taholiquor is the new innovation of taho in the market. Since
our competitors could not meet all the segments of the market, therefore our company
decides to cater the segments of the people aging 18 above. We have projected the
total demand of our target market for our first year production.
LOCATION TOTAL POPULATION
Population who purchase taho/ target market in
supermarket and groceries
MARKET SHARE 1.32%
DEMAND
Manila 1,700,571 805,872 106,375 212,750
Caloocan 1,474,039 601,331 7,937.56 15,875.12
Las Pinas 558,680 185,238 2,445.14 4,890.28
Makati 58,039 15,847 209.18 418.36
Malabon 374,373 276,245 3,646.43 7292.86
Mandaluyong 317,401 211,034 2,785.64 5,571.28
Marikina 439,131 38,961 514.28 1028.56
Muntinlupa 486,641 321,621 4,245.39 8,490.78
Navotas 251,747 105,342 1,390.51 2,781.02
Pasay 424,466 325,653 4,298.61 8,597.22
Pasig 684,667 423,534 5,590.64 11,181.28
Paranaque 60,409 342,656 4,523.05 9046.1
Quezon City 2,914,169 1,434,271 18,932.37 37,864.74
San Juan 128,609 843,358 11,132.32 22,264.64
Taguig 683,632 430,451 5,681.95 11363.9
Valenzuela 606,647 324,424 4,282.39 8,564.78
Pateros 63,891 41,618 549.35 1,098.70
TOTAL 369,079.62
In particular table it shows the demand for our product in each target geographic
location. We get the 1.32% of our target market or market share and multiply it with the
total purchase of each customer for the whole year that is two pieces in one year.
SUPPLY
Since the taholiqor has many direct competitors, we based the total supply of this
particular product with the demand of our target market.
Our company will produce 409,079 pieces of taholiqor each year the total
demand of our target customer of 369,079 each year the company will have an ending
inventory of 40,000 at the end of the first year of operation since the product is only at
its introductory stage. There will be a possibility that there will be an increase of demand
for taholiquor in the succeeding years when taholiquor and company had already been
established in the market.
Market Share
The taho industry is competitive and there is many taho business in the
Philippines "purchasing power" is the major factor that affect our products market share
(taholiquor).
There is no company in taho industry focusing in the segment of the people
aging 18 and above, only taholiquor.
Based on the group surveys and observations projected on the market size of the taho
in the market we come up with the following market share for the taho industry:
Taho Station; 35.22%
Quickly; 29.53%
Taho (Masoya); 20.11%
Others; 13.82%Taholiquor; 1.32%
B. PRODUCT SITUATION
The taho industry is competitive industry right now. There are many existing
products and companies in the market that can indirectly affect the sales of taholiquor.
The table presented below is some of the top existing taho products and stalls in
the market as well as their current retail price
Price
Taho Station P 25.00/ piece
Quickly P 50-60.00/ piece
Taho (masoya) P 17.25/ piece
Othetrs P 5-15.00 /piece
Taholiquor P /piece
C. Competitive Situation
The industry of Taho in the market now a days is competitive because of the
different business stall concerning taho that is recently sprouting.
And the sale of the liqor in grocery and supermakerts sold every month is at high rate.
Because of the above statement we can say Taholiqor would be very competitive
in the market for the reason of we combine the two products that is highly patronize in
the market. not to mention in this modern age people are very much concern regarding
their life and for that reason they are having doubt on drinking alcoholic beverages, for it
may affect their health. the company saw this kind of problem and come with a solution
which is Taholiqor's
These are the following reasons why we can say that the benefits that the taho
give are needed by the many:
- The unknown diseases were emerging.
- Focusing on health prevention rather than cure.
- Increasing of health awareness among the people
- Large cases of stroke and other illness that concerning liquors.
D. DISTRIBUTION SITUATION
The right distribution strategy and channels are very important on how a
company attain its target market share
We have chosen leading supermarkets and groceries within metro manila to distribute
our products.
Around 22 SM and 19 Robinson Supermarket that around metro manila will be
our main distributor. It will be easier for our company to reach our target market
because the two leading supermarket is already established.
Leading groceries and Mercury Drugs that around Metro Manila will be the
company’s another distributor which includes the following:
*21 Puregold
*8 Savemore
*3 Puregold Jr.
*80 Mercury Drug.
E. MACRO ENVIRONMENT
There are macro environmental factors that will have a large impact on our
products market acceptability’s of demographic factors about market acceptability of
taholiquor are the income, location, and age.
Another factor is the socio-cultural. Filipinos used to say that taho is just for the
kids/children. They had keep i9n their mind that taho is a snack for young ones.
This belief will go to change from children into teenagers and above by adding liquor
ingredients at the taho. People whose age ranging from 18 and above will get curious
that taho is not just for kids.
III. SWOT Analysis
The following SWOT Analysis captures key strength & weakness within the
company & describes the opportunities & threats facing the “taholiquor”
STRENGTHS
Taholiquor is the first taho within the content of a wine/ liquor
also we could include the health benefits that taho gave
the uniqueness of the product
accessible distribution of the product in the market where all our target
customers can buy our said product within big supermarkets scattered all
over the metropolis
We could also include the price as our strength because it is very
reasonable for the mass
The product creates curiosity
WEAKNESS:
- People will find it weird for a taho having a liquor mixture in it.
- We could not cater all the segment of the market.
- having a lack of brand awareness.
- Limited budget for the promotional ads.
- People are just used on drinking plain taho.
OPPORTUNITIES:
- The Filipinos are already used on drinking taho but are not aware about the
benefits they could get from it.
- Because our products also promotes a healthy way of living to its target
customers. the people were not aware that while their drinking taholiquor they were
getting the benefits that they can get from the taho.
THREATS:
- having a new set of competitors.
- Declinations of the taho industry in the Philippines.
- As of now taholiquor is the only taho in the Philippines that has a mixture of
wine of liquor & it will be a threat if our competitors will copy our product.
IV. Objectives
The dissolve corporation listed the following goals and objectives for the product
and the company
GOALS:
The taholiquor wants to cater its product to the people ranging from ages 18 and
above. The company wants itself to occupy a good market share in taho industry. Also
the company wants itself to cater all the segment / untargeted segment in taho.
OBJECTIVES
The company has the following objectives for the company
The main will be a positive and steady growth at the taho industry.
Create awareness to our products
Attract a larger number of adult drinkers every year
To develop and introduce more variants of taho that will cater the nerds of
the other untargeted
Experience an increase in new customers who are turned into a long term
customers
Reduce the variable operating costs
To balance the financial & financial human needs of our employees
supplies and customer
V. MARKET STRATEGY
Marketing Mix Objectives
1 Increased brand awareness.
2 Experience and increase in new customers who are turned into long term
customer.
3 Maintain positive, steady growth each.
Product Strategy
a.) PRODUCT DEVELOPMENT/INNOVATION PROGRAM
The company’s product is taholiquor. The unique selling proposition of the
product is the taho had a content of liquor. The liquor will be the putting mix on the
syrup of the taho. The taholiquor had a two variance this are chocolate and
strawberry syrup.
The taholiquor packaging: we base the package of our product. On the big sliver
buckets the peddler’s always carry were they put taho. The front of package is
translucent & has a sticker that shows the brand name & logo; you can also see the
company’s information at the back above is the nutritional facts of taho liquor & for
the safety of our customer
We include the expiration of the product.
The product will be launch in supermarket s and groceries around metro manila.
When the consumer patronized the product or the product already saturates its
target market a wider distribution area will take place around the country
B. THE PURPOSE OF PACKAGING AND LABELS
Protection of product- Taholiquor is protected by its packaging to be safe and
maintain its quality.
Information Transmission- In taholiquor packaging it disseminates the information
needed by the target market such as the company’s information, nutritional facts of
taholiquor & its expiration date.
TAHOLIQUOR LOGO AND PACKAGING
PROMOTION
Promoting the essence of the business and inform the market that new taho with
content liquor is now available in the market. The objective of this is to build brand
switching to costumer to buy the new product with its function, usage, and benefit that
can get from it. Also creating publicity and relationship to consumer and build long term
market shares maintain market position and increase the sales.
The following are the tools including its plan that creates product awareness towards
our target market. These are Advertising, media plan, sales promotion, public relation,
publicity and merchandising.
ADVERTISING
Advertisement is the primary way specially when the business is in its introductory
stage. It is the main source of awareness to the potencial customer that could be the
patronizer of our product. The following are the list of media plan of the production for
the first year.
MEDIA PLAN
To promote the new product which is taho w/ liquor in the market that creates
awareness to the customers. Also by the help of media, this can remind our target
market that our product exists in the market.
The objectives of media are:
*To build brand awareness and urgency and persuade the target market
to buy the product.
* to inform the market that taho with liquor have different functions and
health benefits that can affect the lifestyle of the users.
Strategies / Implementation:
The firm shall use the tri-media as medium of advertisement. It consist of television,
radio, print ads and also flyers and posters as a non traditional mediums.
Media Schedule: Kinds of tri-media
*Television (30 seconds) Weekdays
Eat bulaga (GMA 7)
Airing days: mon and wed twice a day
Showtime (Abs-cbn)
Airing days: Tue and thu twise a day
*Radio (30 seconds) Weekdays
Love radio:
Airing days: Mon Wed Fri 5 times a day
Energy Fm:
Airing days: Tue Thu 10 times a day
IFM:
Airing days: Mon Wed Fri 5 times a day
Print ads: (Magazines, News paper)
The Manila Bulletin:
Printing days: Every Sunday
Cost: 29,480- hula
The Business World
Printing days: Every Sunday
Cost: 26,061.75-hula
The Philippine Star
Printing days: Every Sunday
Cost: 18,720-hula
The Philippine Daily Inquirer
Printing days: Every Sunday
Cost: 26,910-hula
Posters:
Printing cost: 10,000.00
SALES PROMOTION
Sales Promotion Plan for Taholiqour
I Title: “ A healthy Kick to your life “
II Objective:
To increase its market share during the post promotion period and its trial rates in
three months.
Gain higher level rate in total distribution outlet
Creates good relation between consumers and forms
To bring higher impact to the market and dominate the competitors, and cause
higher sales for the month
The following are the activities of the company promoting taholiqour product.
Offer Mechanics Coverage Duration Budget Assigned
Free taste
Just simply attend and listen a short talk about the products function, usage, and benefits and get a free small cup sample of taholiquor
2 supermarkets of selected Puregold Branch
10supermarket of SM Super malls4 selected branch of Robinsons mal
For the first
two weeks
of
November
50,000.00 Marketing
department
Buy 1
take 1
Just purchase
one flavor of
taholiqour and
get one free
another flavor.
3 supermarkets
of selected
Puregold
Branch
6 supermarket
of SM Super
malls
4 selected
branch of
Robinsons mall
For the
month of
November
- december
50,000.00 Marketing
department
30%
discount
Just
purchase twin
glasses of
taholiqour with
two different
flavor and get
30% discount
Limited branch
SM
Supermarket,
Puregold, and
Robinsons
only
3rd week
of January-
February
20.000.00 Marketing
Department
National
Cancer
Month
Participating our
product as one
of the sponsor
of the event.
The booth is
open for all the
participants who
will join the
events
For the
whole
month of
October
150,000.0
0Marketing Department
C. PUBLIC RELATION:
OBJECTIVE:
The following activities below are the strategies of public relation that participates our
product offer emphasizing its health benefits and creates positive and good image to the
brand and also to the company
PR activities Budget In-charge
National nutrition month
The taholiquor will sponsor several activities. Such as seminar and symposium concerning proper care for their health. Also in that seminar will have a short message for us to promote taholiquor health benefits and its unique selling proposition. Also after the seminar we will give sample taholiquor at the audience whose aging 18 and above.
P 50,000 Marketing Department
Cancer awareness Fun run
We will also thigh-up with Avon for promoting awareness at cancer and will sponsor these events in the form of will be giving sample of our products to the participants. relating taholiquor that can lower the risk of cancer promoting a cancer free society
P 50,000 Marketing Department
PUBLICITY
.
ACTIVITIES BUDGETIn the grand launching of taholiquor. We will be inviting press people for them to write some articles about taholiquor and TV shows such as Kapuso mo Jessica Soho, and Rated K.
P 20,000
Also we will invite Mel and Joey to feature our taholiquor at their show and the audience of that time will taste the taholiquor.
P 3,000
MERCHANDISING
OBJECTIVES
to gain and attract customers in groceries and supermarket that can be
our possible customer or the ones who patronize the product
To create brand and product awareness especially in the outlet where we
put our products.
To have good comment and impression on the customer while they are
purchasing in a groceries or supermarket
To dominate the customer ambiance while they’re visiting to the outlet
The cleanliness and proper arrangement of the product with a sales talk of sales person
are given for the customers and should have suggestive selling technique so that we
are able to gain customer satisfaction. Since we are food handlers, we put our product
into clean shelves and also clean processing from raw materials to finish product
particularly we have sanitizers as well for protection and posters that indicate the health
benefits that can get in taholiquor.
The company will not rent a special island for our product for it will be more expensive.
POSITIONING
Although there are many taho product available in the market, our product is the
first to introduce a taho with liquor which is the product’s competitive edge. We have
used the tagline a healthy kick to your life to establish awareness to our target market
that our product has alcohol content but still it is healthy to drink
Because our competitors focused on satisfying young customers, we focus now
on customers whose age range from 18 and above. Since our target market comes
from class c the price Php. We have per cup is very affordable to our target market
customers. Compared
We will go through a strictly quality control this is also serves but competitive
edge.
DISTRIBUTION STRATEGY
Objective:
To be able to make our product accessible and reachable by our target customers.
COVERAGE:
TAHOLIQUOR will be distributed in all cities of metro manila. Because our target
customers mostly are in metro manila the light drinkers, teenagers and above and the
people who always want to try new things
PLACEMENT
The products main distribution outlets are all leading supermarkets and our another
distributor are grocery stores and Mercury Drugs in metro manila. There would be a
total of 153 distribution outlets namely:
22 SM Supermarkets
19 Robinson’s Supermarket
21 Puregold
3 Puregold jr.
8 Save More
80 Mercury Drug
VOLUME:
218 pieces of taholiquor will be distributed in the 153 distribution outlets monthly. A total
of 2621 taholiquor will be delivered in each outlet monthly and 401 079 pieces of taho
will be produce for the whole year.
Market Segments Targeted
Taholiquor is mainly focused on segment of the people aging 18 and above who
are think drinking taho is only for young ones. The reason with our company produces
or innovates the taho again and also for them to know that the taho is not only good for
the health of the younger ones but also for the old ones but also for the adults and older
ones...
The reason we mix the liquor on the taho to meet such demand.
DEMOGRAPHICS:
Male & Female
Ages 18 and above
Class c
GEOGRAPHICS:
Metro Manila
BEHAVIORAL FACTORS:
*Light drinkers
*People want to try new things
*Are cognizant about their health
