Increasing market growth while obtaining market leadership by using

environment-friendly technology to provide communities its fundamental needs is

the primary objective of Icarus Philippines Inc. The company introduces the new and
innovative HOPEE Machine that purifies water, provides electricity and internet
connection through the use of solar energy. Being the first corporation to create
this machine in the Philippines, the primary focus of the companys marketing
strategy is to introduce it to the country especially to the identified target market. It
is concerned in building good relationship with the customers, specifically with the
local government units, which will serve as the companys gateway through
increase demand and market expansion.

DESCRIPTION OF THE INDUSTRY

One of the major problems in the country is the lack of clean and safe water
to drink. Aside from that, many communities find it hard to have sufficient supply of
electricity. These are two problems that Icarus Philippines Inc. wanted to resolve by
providing an advanced product for the comfort and benefit of its target market.

Unsafe water kills more people than violence and wars, the United Nations
said. Every 21 seconds, a child dies globally from water related illness, international
non-profit organization Water.org estimated. Annually, around 6,000 Filipinos die
prematurely from diseases like diarrhea. The Food and Nutrition Research Institute
(FNRI) advised that providing better water systems can help improve the socioeconomic, health and nutrition status of households because not everyone has

access to proper sanitation and hygiene that clean water can provide. This can
impact on individual health, and in the long-run, the countrys overall productivity .

Moreover, according to one of the new studies being conducted recently,

entitled Philippines faces 'high' level of water shortage in 2040, aside from the
limited access to proper sanitation and hygiene due to unclean water, the
Philippines is in danger of experiencing water scarcity in 25 years .

On the other hand, the Philippines is the richest in the world to harvest free
electricity from the sun (5 kWh /m2 day) however, due to absence of solar
machineries, our country is now producing the smallest, the most expensive and
dirtiest electricity in the world- 72 % made from imported fossil based fuel, coal,
petroleum and natural gas. Different cases predict energy crisis and shortage in
electricity supply will be experienced by the Philippines more frequently as time
goes by.

Steven Rood (2015) reports that hydropower is reduced due to the seasonal
dry spell and a major gas production facility supplying power plants will be shut
down, that electricity reserves will be running lower low enough that a random
tripping or shutdown of a power plant on the grid might cause widespread
outages. There may be more proactive management of an electricity shortage with
rotating blackouts among localities a practice that is fairly common in the country
nowadays.

The article Careers in Solar Power presents a solution aiming to solve the
said problems that the world encounters. In the article, it promotes use of
renewable source of energy to produce mankind needs. Sunlight is the most
abundant source of potential energy on the planet. If harnessed properly, sunlight
could easily exceed current and future electricity demand. According to the U.S.
Department of Energy, every hour, enough energy from the sun reaches Earth to
meet the world's energy usage for an entire year. Creating solar power by
converting sunlight into electricity would lower emissions from electricity generation
and decrease long-term energy costs.

In order to support current president Rodrigo Dutertes administration, Icarus

Philippines Incorporated transcends the limit in business world to reach those in
need. From the viewpoint and insights gathered from the news and studies
conducted, the company establishes goals to offer hope and access to those
underprivileged of drinkable water and sufficient electricity. The target market of the
firm are the local government units particularly those areas with inadequate and
probably no supply of electricity and potable water. Due to feedbacks of the local
government units surveyed, the company is rest assured of the affirmative impact
of HOPEE Machine in the market and the industry.

CURRENT MARKET ANALYSIS

The Local Government Units (LGUs) is the target market of Icarus Philippines
Inc. From the previously conducted survey, the company found out that the
communitys source of water is not really that drinkable and source of electricity is

very limited. Water and electricity are two of the many important factors to sustain
life; however, there are places in the country that are deprived of those. The
company have thought to serve remote areas in places nearby by providing them
clean source of drinkable water and electricity enough to lighten up their houses.
With this as a fact, HOPEE Machine is indeed needed by these people. The firm went
to local government units in Bulacan aiming for the identification and solidification
of the market of HOPEE Machine. It was concluded that majority of its communities
have no potable water source and that there are still places that havent been
reached by electricity providers. As the product is introduced, they wondered while
being amazed, how HOPEE Machine can bring them what they needed. Regardless
of the discussions with the LGUs, it brings forth the probability that they would
invest for the machine, for it would be a great help to its communities. As such, this
seemingly nameless opportunity gives light to the determination of pushing through
the creation of HOPEE Machine with the assurance of having investors that believes
in its capabilities.
Icarus Philippines Inc.s uprising would be vast because of HOPEE Machine,
being rated as a unique innovation duly designed to benefit people without clean
source of water and supply of electricity. Benchmarking and improved market
strategies will focus on its demand growth and on surpassing its possible
competitors in the industry.

COMPETITIVE ADVANTAGE
Icarus Philippines Inc. innovates a new machine that purifies the water and
produces electricity through the use of solar thermal collectors. It also offers
internet connection that will be connected to the machine based on the community

or the municipalitys discretion. Price, quality and the other factors will be
considered for the company to continue its operation in the coming years. Since
HOPEE Machine is the first in the Philippines, it is optimistic that it would gain
favorable market position despite strong probability of industry and market
competition. As the pioneer, competitors may arise as time goes by, Icarus
Philippines Inc. develops its competitive advantages that focuses on total quality
management.

Innovation and Continuous Improvement

Dirty water will not be wasted but instead will be processed by HOPEE
Machine to become drinking water. Water will undergo an extensive purification
process powered by the solar panels that also produces enough electricity. This new
innovation in the field of science and technology will be of great help to different
communities especially to the target market which are the municipalities in Bulacan.
Through continuous research and development, HOPEE is certain to be flexible to
the ever changing needs and growing demand of the society.

Differential Advantage
HOPEE Machine will be the first solar powered machine that will be produced
in the Philippines. It is a multifunctional and unique product that uses renewable
energy to function. Being the pioneer in the industry, HOPEE Machine will be the
first to bring change in the living of those people in remote areas in Bulacan.

Cost Leadership

Building good connection and relationship with the suppliers will help the
company to procure low cost but with high quality materials. As the corporation
continues, it will gain new experiences and knowledge for it to improve its
operations and the product, itself. Elimination of non-value added activities and idle
time that will result to a more efficient and effective use of its resources is being
prioritized. As cost is being minimized, savings will be passed to customers by
providing them a high quality product.

Convenience

HOPEE Machine is convenient to use. Despite of its size, it can be placed

anywhere as long as it is exposed to sunlight. Moreover, it also functions even when
it rains and at night time which make it work 24/7. The machine is designed in a
way that it will be used easily. People will put water in the storage then it will be
process to become clean and safe for drinking. A number of outlets will be installed
for the individuals to charge their devices and gadgets. A router can be connected
in the machine to produce internet connection. The machine is ready to use
because it is pre-programmed to perform its tasks once installation is completed.

Promoting Corporate Social Responsibility

The machine is designed to become environmental friendly. Sun is the main

source of energy. There are no gas emissions that are harmful to the environment.
One of the main objectives of the corporation is to help the communities especially

those coastal areas that do not have or lacks in the supply of electricity and clean
water to drink.

MARKETING PLAN
ISSUE ANALYSIS

The primary concern of HOPEE Machine is the ability of its target market to
buy directly from water refiling stations. HOPEE Machine is efficient on the side of
the less fortunate people because they will no longer buy the purified water that
they will drink. Generally, water refilling stations doesnt reach areas far from towns.
Also, HOPEE Machine uses renewable source of energy in its purification process
that is far way better than use of electricity.

GOING CONCERN OBJECTIVES

HOPEE Machine is committed to increase its area of network of clients by

providing a policy of visiting most of the LGUs per year. It will be done by the joined
efforts of HOPEE Machines marketing team in engaging prospects, educating and
providing the advantages, features and specifications of the machine processes that
will make it move through the market more smoothly.
PRODUCT ANALYSIS

Icarus Philippines Inc. produces HOPEE Machine to serve as hope for the
people who does not have the capability to produce their own viable water and who

do not have access to supply of electricity. It will provide the commoners their
needed water and sufficient amount of electricity to lighten their houses. It is
composed of solar panels and piezo that stores energy. Energy is stored and used to
power the machine to start the boiling and purification process to make the water
viable. In addition, sufficient amount of electricity would also be provided in such a
case that it would be best used during times of distress. At the discretion of the
clients or customers, they can opt to include a WIFI connection as an outcome the
machine.
In order to control possible outcome, the machine targets sales, profits, and
quality of product that would result to greater customer satisfaction. In connection
with these factors, an improved effective marketing strategy is made. Establishing
good relationship with customers and attracting possible investors, these key
factors must be identified: the product, price, place and promotion.

1.) Product
The product, being released by Icarus Philippines Inc., the HOPEE Machine is the
companys own creation that is manufactured with its own specifications and
innovations. It was subdivided into categories for further explanation.

The Core Product

HOPEE Machines core products are the purified water and electricity

produced that solves customers need of potable water and supply of electricity.
These core products are directly related to the organizations core competencies that
benefits dear customers.

The Concrete Product

The concrete product is the HOPEE Machine itself. It serves as an asset that

would be sold and be delivered to the customers. It is a water purifier and

electricity- producer functioned into one.

The Extended Services

HOPEE Machines extended services would vary on the type of acquisition

made by the customer. It also contains asset maintenance and support.

Product Life Cycle

The Product Life Cycle (PLC) describes the stages the machine undergoes:

from introduction to growth, maturity, decline, and finally withdrawal. PLC is about
the product developments, improvements and adaptations over a certain period of
time. It is a tool that helps us understand todays situation and predict changes in
the future.
Icarus Philippines Inc., as a company, is flexible and adaptable to changes
which might occur and can cause irregularities to the company. Icarus Philippines
Inc. moves with the current and fast approaching technological advancements. The
machine improvements would seem to be a never ending process. The company
ensures that HOPEE Machine would never actually leave the market through
continuous innovations and improvements.

Packaging
Packaging is a powerful marketing tool because it tells consumers why your

product is different from others. Undeniably, customers value good packaging of the

products given or delivered. HOPEE Machine has its own standard packaging with a
twist. Having a Styrofoam on for the sides as support, box sealed outside and inside
for assurance and lastly the special box, itself, could be transformed into a flat form
which can make the machine immovable. For places that requires shipment of
machine via air or water, HOPEE will be packaged in parts for convenience.

2.) Price
In dealing with the economic value and usefulness of a thing, one should first
derive the cost which should be below the expected benefits that are to be derived.
Price, as one of the marketing mix, is said to be efficient if is very close to the
maximum amount that customers are willing to pay. Price is the most important
concept in the field of marketing. It is used as a tactical decision in response to
comparing market situation. In proportion to good relationship that company wants
to build with its market, HOPEE Machine will be offered at considerable price which
is supported in the financial aspect of the feasibility study. With regards to the
markets choice, the company have divulged two pricing options that would be fair
and reasonable to its consumers allotted funds and needs,

ENTERPRISE

PRO

Solar powered electricity

Purified water

Internet connection
(discretion of the market)

3.) Place
To ensure the responsiveness of HOPEE Machine, Icarus Philippines Inc.
choose a location of the business that satisfies and supports its strategic objectives.
The place is accessible and within the scope and area of the market. Through
strategic location, the market may feel a sense of connection and affiliation with the
company.
The corporation agreed to place the business on Lot 12, E. Viceo St. Caingin,
San Rafael, Bulacan. It can be easily accessed by any means of transportation. The
corporate headquarter and the factory are located in the same location. Decision on
where to established these infrastructures is based on factorrating technique,
considering the important aspects the company needs to consider in choosing its
location such as energy availability, labor availability, transportation, supplies, taxes
and regulations and infrastructures.

4.) Promotion
As the HOPEE Machine is introduced to the market, effective and powerful
communication and promotional skills are needed to penetrate the market and to
inform its customers about its benefits and advantages. A strong set of promotional
strategy helps in improving market position of the company. The following activities
are set to established harmonious relationship with its customers and consumers:

ADVERTISEMENTS

A) Virtual Advertisements
www.ICARUSPHInc.com.ph- This will be the official website of the company
that serves as a support function. Everyone will have the opportunity to visit
the website and get the information they needed.
Web Advertising- Since there are lots of Filipinos who are using different
social networking sites, Icarus Philippines Inc. will use this to promote its
product and to divert the attention of the viewers to its official website
wherein more information is available.

B) Printed Advertisements
Newspapers and Magazines- Reading newspapers and magazines are still
part of the everyday life of many Filipinos. Another way of promoting the
companys product is to advertise on newspapers and selected magazines.
Posters and Tarpaulins- This will be displayed on various places like public
places, shopping malls and the like especially on the different municipalities
and barangays.
Brochures and Flyers- This will be given to raise wakefulness of the market
about the existence of HOPEE Machine. This will contain information that will
explain the features of the machine and testimonials of the municipalities
who are already using the machine.

C) Packaging- included in the packaging of the machine are user manuals and
reminders and even contact information to promote thoroughly the machine.

SALES PROMOTIONS

A.) Incentives and Discounts- Different incentives and discounts will be given
to prospective customers for them to be encouraged to buy the machine.

B.) Trade fairs- This will be conducted to increase customer awareness by

presenting the machine and by showing how it works and the benefits it can
produce.

C.) Seminars and Trainings- Seminars will be administered to the

municipalities, who bought the machine. This will include explanations
regarding the machine benefits, its usage, maintenance, and the assurance
that machines price is reasonable. Trainings will also be executed for the
municipalities and barangays on how to properly operate the machine.

OTHER MARKETING STRATEGIES

A.) Feedback and Rate Us Feature This is one of the ways of the company to
know the reactions of the customers to its product. This will be available in
the official website. While the maintenance personnel go to the communities,
to check the machine, random people will be selected to be interviewed
regarding their feedback in the machine. This is a way of grading customer
satisfaction and product improvement.

B.) Customer Referral Incentive Program- Testimonials from the customers is

one way for the company to be advertised and be well-known to the public.
This will help in encouraging other municipalities and barangays to purchase

the machine for it will be a great help to their community. Customers who
helped in product promotion were given incentives.

C.) Direct communication- This is a marketing strategy of the company to

build rapport with its potential customers. Entertaining walk-ins for those
municipalities, who are interested in buying the machine, is significant in
product promotion. Responding to telephone inquiries and answering emails
of the customers are also given importance.

These four elements will be combined to build a strong foundation of the marketing
strategy, as the Icarus Philippines Inc. introduces the new and neoteric HOPEE
Machine.

SWOT ANALYSIS

STRENGTH
Provides clean and safe drinking water
Produces environment friendly electricity
Also offers internet connection
Allow users to benefit more that they spend
Low maintenance cost
Easy to operate as it is user friendly
More than a decade machine life
Promotes environmental sustainability

WEAKNESSES
Costly for small barangays and municipalities
May not process all kinds of water from different water sources
May work slow at night time since the sunlight is needed for it to function
May not provide too much electricity to light the whole town

OPPORTUNITIES
High opportunity for expansion in the long run
Increase in profit through advertisement from the municipalities who already tried
the machine
Big opportunity to gain more target market, being the pioneer
The machine may be designed in the future for household needs

THREATS
The rise of the competitors of the same industry
The target municipalities may decline to purchase the product
Parts are subject to theft