[Saba Crown Company] Marketing Plan [2017]

MARKETING PLAN SUMMARY

The Business

Business name: The name of the business is Saba Crown Company. The name Saba

is taken from the business main ingredients which is cardava banana that is popularly

known in the Philippines as “Saging na Saba”. While crown means that the company

will be the leading manufacturing company in Naawan and in the neighboring town.

The business owners come up with the idea of combining saba and crown as a

business name because the firm aims to be the leading manufacturing company that

offers product in which the main ingredients is cardava banana.

Business structure: The business is in the form of partnership wherein the business

profits.

Business location: Pedro Pagalan St. Poblacion, Naawan Misamis Oriental

Business owner(s): The names, citizenship and residence of the partners of the said

partnership are as follows:

Name Citizenship Residence

Tacbobo, Aldeth Mae C. Filipino Zone-1 Punta Silum, Manticao Misamis Oriental

Perez, Amor Devone P. Filipino Militar, Tukuran Zamboanga del Sur

Ecaranum, Jane Liane C. Filipino Zone-4 Jampason, Jasaan, Misamis Oriental

Gonzales, Melvin John G. Filipino P-4B Poblacion, Naawan, Misamis Oriental

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 [Saba Crown Company] Marketing Plan [2017]

Product: The business offers CreamyNana. CreamyNana is a nutritious food that is

nondurable, it must be consumed immediately to remain the savory smell and creamy

taste of it. Bananas are one of the most widely consumed fruits in the world for good

reason. Eating them could help lower blood pressure and reduce the risks of cancer

and asthma. It can also preserve memories and boost mood.

The Future

Vision

To become successful company providing healthy and high quality food product

with a savory taste.

Mission

Offering high quality product and healthy lifestyle food in Naawan.

Objectives

 To provide healthy product with an affordable price

 To give satisfaction on customer needs for a high quality dessert

The Market

Target market

The business main market is the student in Mindanao State University with a

daily allowance of P30.00 and above who are willing and able to buy CreamyNana.

The faculties and staff of MSU-N is part of the business market target too.

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Marketing strategy

The company’s marketing strategy uses the 4Ps (Product, Price, Place and

Promotion). For product the company offers a freshly made and a new taste product

that the customers want. For as low as P10.00, anyone can buy it. The place where it

is located is also accessible and convenient for everybody because it was just outside

the campus. On products promotion, the firm will use flyers and social media

advertising. The company will distribute mass flyers to the students and also to

faculties in MSU-Naawan. Young generation today loves surfing on social media sites,

so the firm used that opportunity to make an ad on facebook, twitter, Instagram and

other sites that are popular to young generation specially students in MSU-Naawan.

The ad would compose the product, product descriptions, price, and discount

coupons.

The Finances

The company estimated an amount of P10,000.00 for the business start-up.

This will be acquire through the partners contribution. The partners will contribute

P3,000.00 each obtaining P12,000.00. The remaining will be used on other expenses

that will occur on the course of the business.

Daily sales forecast

Quantity per day Price Sales per day

100 pcs. P10.00 P1,000.00

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 [Saba Crown Company] Marketing Plan [2017]

THE BUSINESS

Business overview

Saba Crown Company is manufacturing company that offer CreamyNana as its

product. The business is located outside Mindanao State University at Naawan

Campus right beside MSUN arcade. With the student as the main market, it is

accessible and convenient for them to buy in the said location. The company aims to

produce a nutritious and new kind of dessert that perfectly matches the customers

need for a creamy, yummier dessert.

Form of Business

The business is classified as partnership, wherein it is composed of four

partners namely Ms. Aldeth Mae C. Tacbobo, Ms. Amor Devone P. Perez, Ms. Jane

Liane C. Ecaranum and Mr. Melvin John G. Gonzales. The four partners willingly

agreed to contribute money as a form of investment for the business operation.

SWOT Analysis

Strengths Weaknesses

Accessible business location Individual’s lack of expertise in business

Best quality product Low interpersonal skills

Opportunities Threats

Competitors advantage in product Only few students are aware of the

innovation business

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 [Saba Crown Company] Marketing Plan [2017]

SWOT Activity Sheet

S.W.O.T weakness/ threat Activity to address weakness/threat

Individuals lack of expertise Conducting and attending seminars that can help enhance the

ability in handling business

Low interpersonal skills Providing training on how to develop interpersonal skills

Product awareness Do such heavy advertising and promotion of the product so the

target markets will know its existence.

Product

Product Description Price

CreamyNana It is a mixture of sliced cooked banana and P10.00

nestle cream with a variety of toppings like

cheese and carrots and mushroom mix

Market Position

The company’s offering CreamyNana is new in the market, there are no other

business that offer the same product. As a nutritious food, CreamyNana delight

customers with its good benefits to the customer.

Sales/ Marketing Personnel

Job Title Names Responsibility

Owner Aldeth Mae C. Tacbobo They are responsible

Amor Devone P. Perez for the growth,
stability, direction and
Jane Liane C. Ecaranum daily operation of the
Melvin John G. Gonzales business.

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 [Saba Crown Company] Marketing Plan [2017]

FUTURE

Vision

To become successful company providing healthy and high quality food product

with a savory taste.

Mission

Offering high quality product and healthy lifestyle food in Naawan.

Objectives

 To provide healthy product with an affordable price

 To give satisfaction on customer needs for a high quality dessert

THE MARKET

Unique Selling Position

The business is the only one that offer innovated product. CreamyNana has a

variety of toppings not just a simple toppings, but a healthy one. Carrots has a vitamin

A and a host of other impressive health benefits including beautiful skin, cancer

prevention, and anti-aging. The main ingredients itself is a healthy food plus its

toppings like carrots it is a healthy product.

Competitors

The business has many competitors near its location especially the product that

is banana. Below is the tabular presentation of few competitors.

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 [Saba Crown Company] Marketing Plan [2017]

Competitors’ detail

Competitor Market Customer Value Strength Weaknesses

Share

Jeboy store 15% Provide the Their product is There are

customer with the enough for what instances they

best cost. the customer sell their product

need. defective

banana.

Kasoy store 15% Provide the They are good There are also

customer with very at customer instances they

pleasing or interaction. They sell their product

enjoyable while provide what the unripe banana.

tasting it. customer want.

QRMS 20% Provide the They have a Lack of expertise

Company costumer with the unique product in making their

best product. and their product.

product have a

double purpose,

it can be a viand

or a snack.

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Market research

The firm conducted survey using the questionnaire below.

Name:

1. Do you like healthy food for healthy living?

( ) Yes ( ) No

2. Do you find satisfaction for an affordable and high quality dessert?

( ) Yes ( ) No

3. Do you love eating banana?

( ) Yes ( ) No

4. Do you like to dip/mix it with nestle cream?

( ) Yes ( ) No

CreamyNana is a cook slice banana that is mix with nestle cream.

5. Do you find it nutritious?

( ) Yes ( ) No

6. Would you like to buy CreamyNana?

( ) Yes ( ) No

7. At price P10.00 would you buy?

( ) Yes ( ) No

8. How frequent would you buy?

( ) once a day

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 [Saba Crown Company] Marketing Plan [2017]

( ) twice a day

( ) thrice a day

( ) others please specify

9. What do you prefer for toppings?

( ) mushrooms

( ) carrots

( ) mushroom and carrot mix

( ) cheese

( ) others please specify

10. Can you recommend this product to your friends?

( ) Yes ( ) No

Market targets

The business main market is the student in Mindanao State University at

Naawan that are able and willing to patronize CreamyNana. And also the faculties and

staff of MSU-N that desired to eat CreamyNana. Those students who have a daily

allowance of P30.00 and above.

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 [Saba Crown Company] Marketing Plan [2017]

Environmental / Industry Analysis

Response of the respondents

Questions Yes No Total

Do you like healthy food for healthy living? 93 7 100

Do you find satisfaction for an affordable and high quality 90 10 100

dessert?

Do you love eating banana 86 14 100

Do you like to dip/mix it with cream? 73 27 100

Do you find it nutritious? 88 12 100

Would you like to buy CreamyNana? 85 15 100

At price P10.00 would you like to buy? 82 13 100

Can you recommend this product to your friend? 90 10 100

The business identify that most of the students love eating banana and they are

willing to buy CreamyNana on the amount of P10.00.

The response of the respondents on how frequent they will buy CreamyNana

Frequency Percentage

Once a day 45 45%

Twice a day 22 22%

Thrice a day 13 13%

Others 20 20%

Total 100 100%

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 [Saba Crown Company] Marketing Plan [2017]

The above results shows that most of the respondents will buy CreamyNana

once a day. The other 20% of the respondents have answer other and put their desired

frequency of buying based on their ability to buy. This shows that there are students

who are willing to buy but they are declined financially. Their response are either once

or twice a week.

Response of the respondents on what toppings they preferred

Flavour Frequency

Mushrooms 10

Carrots 7

Mushroom and carrot mix 15

Cheese 56

Others 12

Most of the respondents response says that they preferred cheese as toppings,

having 56% of the total respondents. While the rest prefer mushrooms, carrots,

mushrooms and carrot mix, and others suggest what they want for toppings like

chocolatesyrup.

Marketing Strategy

The company’s marketing strategy uses the 4Ps (Product, Price, Place and

Promotion). For product the company offers a freshly made and a new taste product

that the customers want. For as low as P10.00, anyone can buy it. The place where it

is located is also accessible and convenient for everybody because it was just outside

the campus. On products promotion, the firm will use flyers and social media

advertising. The company will distribute mass flyers to the students and also to

13
 [Saba Crown Company] Marketing Plan [2017]

faculties in MSU-Naawan. Young generation today loves surfing on social media sites,

so the firm used that opportunity to make an ad on facebook, twitter, Instagram and

other sites that are popular to young generation specially students in MSU-Naawan.

The ad would compose the product, product descriptions, price, and discount

coupons.

Advertising and Sales

Advertising and Promotional Strategy

Advertising Promotional strategy Expected business Cost

type improvement

Print media To aware customers for an The target customers will P500.00

Advertising existing product by posting an be aware of the

information about our product. It existence of the product.

will be use during the start of the Due to their awareness

operation. more customers will buy

the product and the

sales will increase.

Online To know our product through Students who have more P50.00

Advertising social media. The company will time on social media

create page where target surfing will be curious of

customers can see the product the product therefore

and its description and also the they will eventually

price. patronize CreamyNana

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 [Saba Crown Company] Marketing Plan [2017]

THE FINANCES

Price

The company determined the price by computing all the production expenses

divided by the quantity produced plus the mark up price. The survey that the company

conducted shows the result that 82% of the target market can bear the price of the

product.

Expected sales

The company expected sales of P1,000.00 per day and P144,000.00 annually.

The table shows the tabular form of the expected sales. The sales can increase or

decline depending on situation. During school activities like Palakasan and other event

the sales will eventually increase. On instances that there are holidays the sales

expected to decline.

Daily

Quantity per day Price Sales per day

100 pcs. P10.00 P1,000.00

Monthly

Quantity per month Price Sales per month

1200 pcs. P10.00 P12,000.00

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Yearly

Quantity per year Price Sales per year

14400 pcs. P10.00 P144,000.00

Marketing Budget

Item January- April- June July- October-

March September December

Marketing/ Promotion

Print advertising P500.00 - - -

Online advertising P150.00 P150.00 P150.00 P150.00

Total P650.00 P150.00 P150.00 P150.00

Other

Wages P6,000.00 P6,000.00 P6,000 P6,000

Utilities expense P540.00 P540.00 P540.00 P540.00

Labor expense P1,500.00 P1,500.00 P1,500.00 P1,500.00

Administrative expense P90.00 P90.00 P90.00 P90.00

Transportation expense P300.00 P300.00 P300.00 P300.00

Kitchen equipment P300.00 P300.00 P300.00 P300.00

Building P5000.00 - - -

Rent expense P750.00 P750.00 P750.00 P750.00

Total P14480.00 P9,480.00 P9,480.00 P9,480.00

Grand total P15130.00 P9,630.00 P9,630.00 P9,630.00

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