MARKETING ASPECT

ICARUS PHILIPPINES Inc. presents the new and pioneer of HOPEE MACHINE which
purifies water, provides electricity and internet connection through the use of solar energy.
Being the first corporation to create this machine, the primary focus of the marketing strategies is
to introduce it to the country especially to the identified target market. It is concerned with the
building of good relationship with the customers, in particular to the barangays and
municipalities, which will help to increase the demand and expansion of its market.
DESCRIPTION OF THE INDUSTRY
One of the major problems in the country is the lack of clean and safe water to drink and
many communities find it hard to have sufficient electricity. Different cases predict energy crisis
and shortage in electricity supply that Philippines will experience. Reports about water shortage
and insufficiency in drinkable water come out of the news.
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, so 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. Or there may be more proactive management
of an electricity shortage, with rotating outages among localities a practice that is fairly
common in the southern island of Mindanao1.
Moreover, the Food and Nutrition Research Institute (FNRI) advised, that providing
better water systems can help improve socio-economic, health and nutrition status of
households, not everyone has access to proper sanitation and hygiene. This can impact on
individual health, and in the long-run, the countrys overall productivity2.
Aside from limited access to proper sanitation and hygiene, according to one of the new
study which is Philippines faces 'high' level of water shortage in 2040, the Philippines is in
danger of experiencing water scarcity in 25 years3.
To solve the problems the world encountered, the article Careers in Solar Power describes
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.4
From the viewpoint and insights gathered from the news and cases and to support the
Dutertes administration to reach those in need, PHILIPPINE ICARUS Inc. transcends the limit
in business world thats why the company establish goals to offer a hope to those underprivileged
of drinkable water and sufficient electricity. The target market of the firm is the local government
units particularly those areas with inadequate and probably no supply of electricity and water.

Due to feedbacks of the local government units surveyed, the company is rest assured for the
affirmative impact on the market share.
1

http://asiafoundation.org/2015/03/18/energy-crisis-in-the-philippines-an-electricity-orpresidential-power-shortage/
2
http://www.rappler.com/move-ph/issues/hunger/61480-access-water-sanitation-philippines
3
http://www.rappler.com/science-nature/environment/104039-philippines-water-stress-2040
4
http://www.bls.gov/green/solar_power/
CURRENT MARKET ANALYSIS

The Local Government Unit (LGU) is the target market of ICARUS PHILIPPINES Inc.
From the previously conducted survey, the company have found out that communitys source of
water is not really that drinkable and source of electricity was much limited. As water, being one
important factor to sustain life, the company have thought of the remote areas in places nearby
who needs a clean source of drinkable water. With this as a fact, HOPEE MACHINE is indeed
needed by these people. As firm go through the LGUs aiming identification and solidification of
the market of HOPEE MACHINE, it has revealed that they were not so aware of firms machine.
It was a wonder for them and makes them amazed on how the machine works. Regardless of the
discussions with the LGUs, it brings forth to the possibility that they would invest for machine.
As such, this seemingly nameless opportunity gives light to the determination of pushing through
the creation of HOPEE MACHINE and an assurance of having its investors into it.
ICARUS PHILIPPINES Inc.s uprising would be vast because of HOPEE MACHINE
rated as a unique innovation duly designed to benefit people without clean source of water.
Benchmarking and improved market strategies will be focused on its growth of demand and
possible competitors in the industry.

COMPETITIVE ADVANTAGE

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). 1 PHILIPPINE ICARUS Inc.
innovates a new machine that through the use of solar thermal collector it purifies the water and
produces electricity and it is in the discretion of the community or municipality if they want
internet connection that will be connected to the machine. Price, quality and the other factors will
be considered for the company to continue its operation in the coming years. As the pioneer for
this kind of machine in the Philippines competitors may arise as time goes by and therefore

PHILIPPINES ICARUS Inc. develops its competitive advantages which focus on total quality
management.
1

http://equatorenergypinoy.com.ph/statistics-economics-and-politics-of-solar-energy-in-thephilippines/

Innovation and Continuous Improvement

HOPEE MACHINE will be the first solar powered machine that will be produced in the
Philippines. Dirty water will not be wasted but instead will be process to become drinking water.
This new innovation in the field of science and technology will be a great help to different
communities especially to the target market which are the municipalities 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 operation and the product. Elimination of nonvalue added activities and idle time that will result to a more efficient and effective used of its
resources. This will then result to an advantage in the costing of the machine.

Convenience

The community can place the machine anywhere that is exposed to sunlight for it to
function. 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 drinking water. 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.

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 efficiency on the side of the less
fortunate people. Having no enough source of viable water and not reached by the mainline of
electricity. Without the need of electricity, it uses solar panels to convert solar rays into energy.
Energy to purify water and to contain enough electricity intended to be use for daily consumption
or emergency cases based on the desired action.
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 smoothly.

Product Analysis

ICARUS PHILIPPINES Inc. produces HOPEE MACHINE to serve as the hope for the
people who does not have the capability to produce their own viable water and was not reached
by electricity. It will provide the commoners their needed water and a little amount of electricity
to be consumed. It is a solar panel including solar thermal tubes as its main purpose, to produce
purified water out of the tubes, boiling and extracting impurities to make the water, even it was
contaminated, as viable. In addition, a limited amount of electricity would also be provided in
such a case that it would be best used during time of distress. As a discretionary for HOPEE
MACHINE a Wi-Fi router would also be included.
In order to control a possible outcome of the machine targets in terms of sales and profits,
and quality of product resulting 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 and manufactured with own specifications and innovations.
It was subdivided into categories for further explanation.
The Core Product
HOPEE MACHINE core product is the solar panel being used. This solar panel is the key
for the machine to produce its desired output through its stated capabilities.
The Concrete Product
Its concrete product is its machine itself, serves as an asset that would be sold to the
customers and literally as what would be sold and delivered.
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 products development process over a certain
period of time. The process sustains a sequence of stages: from introduction to growth, maturity,
decline, and finally withdrawal. PLC is a tool that would help us understand the situation today
and predict changes in the future.
ICARUS PHILIPPINES Inc. as a company is flexible and adaptable to changes which
might occur and therefore would cause irregularities for the company. ICARUS PHILIPPINES
Inc. moves with the current technological advancements fast approaching towards us, the
improvements with the machine would seem to be a never ending process. And for that the
company expect that HOPEE MACHINE would never actually leave the market.

Packaging
Packaging is powerful 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 its Styrofoam on for sides as
support, box sealed outside and inside for assurance and lastly because of the wheels of HOPEE
MACHINE for its movement for better use, the special box itself could be transformed into a flat
form which can make the machine immovable.

2.) Price

In dealing with economic value and usefulness of a thing, one should derives first the cost which
should be below of the expected benefits that is derived. Price as one of the marketing mix is
said to be efficient if is very close to the maximum that customers are prepared to pay. It is the
price the most important concept in the field of marketing as used as a tactical decision in
response to comparing market situation. In proportion to good relationship that company want to
build to its market, HOPEE MACHINE will be offered at considerable price which is supported
in the financial aspect of the feasibility study.
However, with regards to the discretion of the markets choices that would be fair and reasonable
to its allotted funds and needs, the proponents has divulged two pricing options:

ENTERPRISE

Solar powered electricity

Purified water
Internet
connection
( discretion of the market)

PRO

3.) Place
To ensure the responsiveness of the HOPEE MACHINE, the ICARUS PHILIPPINES
Inc. choose the strategic location of the business. The place is accessible or within the scope and
area of the market. Through strategic location, the market may feel sense of connection and
affiliation.
The corporation agreed to place the business on (place). It can be easily access by any
means of transportation. It also serve as the main office where payment can be made directly to
finance department or by depositing it to the bank account.
The location of the business is inclined with the consideration of nearness to target
market and easy access to transportation. The firm sets it location convenient and less hustle to
travel.
4.) Promotion
As the HOPEE MACHINE is introduce to the market, effective and powerful communication
and promotion skills are needed to penetrate the market to inform its customers about its benefits
and advantages. The following activities are set to established harmonious relationship with its
customers and consumers.

4.1 Advertisements
4.1.1 Virtual Advertisements
a. ICARUS Website- this will be the official website of the company wherein it will
serve as a support function. Everyone will have the opportunity to visit the website
and get the information they needed.
b. Web Advertising- Since there are lots of Filipinos who are using different social
networking sites, ICARUS PHILIPPINES Inc. will used this to promote its machine
and divert the attention of the viewers to its official website wherein more
information are available.
4.1.2

Printed Advertisements

a. Newspapers and Magazines- they are still individuals who are still fond of reading
newspapers and magazines, this will contain information that will state the usefulness
of the machine.
b. 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
who avail the machine.
c. Brochures and Flyers- this will be given to raise awareness of existence of HOPEE
MACHINE that will contain information that will explain the features of the machine
and testimonials of the municipalities who are already using the machine.
d. Packaging- included in the packaging of the machine are user manuals and reminders
and even contact information to promote thoroughly the machine.

4.2 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 showing how it works.

c. Seminars and Trainings- Seminars will be supervised to the municipalities who

bought the machine. Explain its benefits like purifying water and producing
electricity at the same time through the use of solar energy and the assurance that
price they pay is reasonable for the machine. Trainings will also be executed for the
municipalities and barangays on how to properly operate the machine.

4.3 Other Marketing Strategies

a. On time and reliable delivery of the machine
b. Feedback and Rate Us Feature this is one of the ways of the company to know the
reactions of the customers to the machine. This will be available in the official
website and as the maintenance personnel goes to the communities to check the
machine random people will be selected to be interviewed regarding their feedback in
the machine.
c. Word-of-mouth- testimonials from the customers and consumers is one way for the
company to be advertised and well-known to the public. This will help to encourage
other municipalities and barangays to purchase the machine as it will be a great help
to their community.
d. Direct communication- this is one of the strategy of the company to build rapport
with its potential customers. Entertaining walk-ins who are interested in buying the
machine. Responding to telephone inquiries and answering emails of the customers.
The four elements will be combined to build a strong foundation of marketing strategy as
the ICARUS PHILIPPINES Inc. introduces the new and neoteric HOPEE MACHINE.

SWOT ANALYSIS

STRENGTH
Provides clean and safe drinking water
Produces electricity
Pioneer in this kind of machine in the Philippines
Low maintenance cost
Easy to operate as it is user friendly
Can be a provider of internet connection depending on the discretion of the municipalities
The machine may be used for more than a decade
WEAKNESSES
May be costly for the barangays and municipalities
May not process all source of waters
May work slows 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
Since there are no competitors for the first few years of its operation, there is a big opportunity to
gain more target market
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
The individuals who may have interest in the machine may steal the parts of the machine.