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MACCARROTSA Marketing Plan SubmittedIn Partial Fulfillment of the Requirements for the subjectMarketing 001Submitted by:Aquino, Katrina Bolivar, Marivic Gamalo, Joan Jaducana, Paolo Lopez, Anne Janine -12SHSABMB1-Technological Institute of the Philippines Quezon City 938 Aurora Boulevard Cubao, Quez...

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MACCARROTS

A Marketing Plan Submitted In Partial Fulfillment of the Requirements for the subject Marketing 001

Submitted by:

Aquino, Katrina Bolivar, Marivic Gamalo, Joan Jaducana, Paolo Lopez, Anne Janine -12SHSABMB1-

Technological Institute of the Philippines Quezon City 938 Aurora Boulevard Cubao, Quezon City

Senior High School Department October 2018

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TABLE OF CONTENTS

APPROVAL SHEET………………………………………………………….…….3 I. EXECUTIVE SUMMARY………………………………………………………..4 II. EXTERNAL ANALYSIS………………………………………………..……….5 III. KEY SUCCESS FACTORS………………………………………….............12 IV. INTERNAL ANALYSIS…………………………………………………..……13 V. COMPETITIVE ANALYSIS…………………………………………..……….20 VI. SWOT ANALYSIS…………………………………………………….………23 VII. MARKETING OBJECTIVES………………………………………..……….24 VIII. MARKETING STRATEGIES……………………………………………….25 IX. MARKETING PROGRAM/ SCHEDULE/ACTION PLAN………………………………………………….….26 X. MARKETING BUDGET…………………………………………………….…27 XI. ACTIVITY GANTT CHART…………………………………………………..28 XII. MONITORING AND CONTROL……………………………………………30 XIII. FINANCIAL PROJECTIONS…………………………………………….…31

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October, 2018 APPROVAL SHEET

In partial fulfilment of the requirements for the subject Marketing 001, this marketing plan entitled, “Maccarrots” had been prepared and studied by the following members who are hereby recommended for oral defense:

Aquino, Katrina

Jaducana, Paolo

Bolivar, Marivic

Lopez, Anne Janine

Gamalo, Joan

MR. DONALD PEREZ Adviser

Approved by the committee on oral defense with a grade of ____.

MR. EMMANUEL DE GUZMAN Panelist

Recommended for acceptance an approval in the Senior High School Department

DR. BRENDA B. CORPUZ Principal

DR. RUBEN E. FALTADO III Assistant Principal

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Technological Institute of the Philippines Quezon City

CHAPTER I EXECUTIVE SUMMARY Food industry is considered as a diverse business that supplies food that is consumed by many people. It covers all aspects of food production and sale. Agriculture, Manufacturing, Food Processing, Marketing, and Food Distribution are all under the food industry. For Maccarrots’ market size, the business will be open for all ages but our main target market are students, workers and adults. The following are the market shares: BREADTALK- LIfestyle food and beverage group BreadTalk Group reported on Thursday (Feb 22) record earnings of S$21.8 million for the full year ended Dec 31. This marked a 91 per cent jump from S$11.4 million previously. BAR DOLCI - Currently, Bar Dolci has three branches and continues to discover more flavors through intense research and development. The approximate income is 2 million per year for the 3 branches. Being able to give customer satisfaction is the main focus of its objectives. The food service industry amounts to roughly Php 338 Biliion with an estimated 15% to 20% annual growth over past decades. The target market of the business are students, workers and adults. But all in all, the shop is still open for all ages. Maccarrots sells products that will put yourself in safety while still satisfying your cravings. Maccarrot Shop values health as a basic foundation of a person. The Shop 100% considers the health of the consumers so they made a product that has fruit/vegetable which is Carrots, the shop just put some design and flavored it a chocolate to make it more interesting to the consumers

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. Being able to give healthy and affordable products is the main focus of the program. CHAPTER II EXTERNAL ANALYSIS

Industry Definition Filipinos are known for being food lovers. That is the main reason why many food establishments are built in every corner of different places in the Philippines. Food industry is considered as a diverse business that supplies food that is consumed by many people. It covers all aspects of food production and sale. Agriculture, Manufacturing, Food Processing, Marketing, and Food Distribution are all under the food industry. The term food industries covers a series of industrial activities directed at the processing, conversion, preparation, preservation and packaging of foodstuffs. The raw materials used are generally of vegetable or animal origin and produced by agriculture, farming, breeding and fishing. In this business, a vegetable called carrots will be used as the main ingredient of the product. Maccarrots is a food manufacturing-service industry that gives consumer satisfaction by giving them good quality of products. The business is concerned with the health of its consumers. Maccarrots offers 99% organic macaroons, completely homemade and fresh. Industry Segmentation One of the ways to ensure your business is not only profitable, but able to maintain its success, is to target on of the enduringly popular niches for food businesses. Bakery is under the food industry which falls on manufacturing. The business is a bakery shop type of food industry that will be located near TIP, Quezon City. People who are near the shop, especially students and those who love coffees and breads, will surely patronize the products.

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The business is influenced by the concept of French bakery which will give customers a comforting ambiance. Maccarrots is a shop that also serves coffees, frappes, breads and pastries, and its main product is a carrot-flavored macaroon with chocolate syrup, sprinkles and bits of carrots on top. Industry Size and Growth The growing demand for convenience has led to the expansion of the Philippine food service industry in the form of fast-food restaurants and casual dining restaurants. The emergence of bakeries are also growing, especially in fashionable mall areas in Metro Manila. Competition in this segment is keen, with operators always interested in new and exciting menu ideas to attract customers. Based on the 2012 nationwide Census of Philippine Business and Industry (CPBI), the Philippines food service industry amounts to roughly Php 338 Biliion with an estimated 15% to 20% annual growth over past decades. The manufacturing industry in the Philippines is the top contributor to the country's economic growth, while the food and beverage (F&B) sector is among the largest contributors within the manufacturing industry. The F&B sector accounted for 10% of GDP and for 51.2% of the nominal gross value added (GVA) of the Philippine manufacturing industry in 2017, according to official data from the Philippine Statistics Authority (PSA). The performance of the F&B sector is shaped by food manufacturing, with beverage production accounting for just 4.2% of the total value added of manufacturing. Seasonality Bakery businesses face a variety of challenges associated with producing a highly perishable food item. Many consumers enjoy fresh-baked bakery products, so bakeries are charged with walking a fine line between producing enough product to meet demand and making so much that fresh bakery items go to waste. This challenge is heightened during busy times of daily operation and during holiday seasons.

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The sales of the business is at its peak on several seasons. Holidays are often a busy time for bakeries. Valentine's Day, Mother's Day, Father's Day, Easter, Halloween, and Christmas are often packed with special orders. Also, the graduation and wedding seasons are a great time for bakeries. Spring and summer are prime seasons for weddings, and high school and college graduations are typically scheduled during this time of year as well. Mornings and Afternoons are often hectic at a bakery as office workers stop for breakfast and coffee, and students buy food before and after going to school. As for the lay month, the sales may be low on seasons like New Year celebration, since many people are just in their houses. It is widely known that every family prepares a lot of food every New Year. Not to mention the fact that they are resting since it is holiday. Stages in the Product Life Cycle

The business, Maccarrots is at the Growth stage. In the growth stage, the product has been accepted by customers, and companies are striving to increase market share. For innovative products there is limited competition at this stage, so pricing can remain at a higher level. Both product demand and profits are increasing, and marketing is aimed at a broad audience. Funding for this stage is generally still through lenders, or through increasing sales revenue.

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Maccarrots is at the growth stage because our product has not much competition and has been accepted by customers. You cannot see other business that has the same main product as ours. Our shop is visited by mostly students, so due to the curiosity, even those who are not students start to go to our shop and buy maccarrots. Because of that, the demand and profits are increasing, and is becoming broader on audience. The business meets it success at the moment. Environmental Scan Political The main political factor is about sourcing the raw materials. An example of impact is the need to follow the laws and regulations in the countries from where Maccarrots buys the raw materials. Furthermore, the business is a shop and in every business, there are taxes that the government collects. If the business, Maccarrots, did not pay, it will affect the business performance towards customers, sales and the management of the business. For an opportunity to have branches in other countries, a developed and extended relationship of our country to others is highly needed. We can say that a stable and healthy political system can pave the way for the enterprise. Otherwise, the opportunity will be disregarded and threats may occur in the future. Economical Any industry will get limitless benefit when the economy is in a great strength. Economic factors does include inflation, gross domestic product and unemployment rates along with the exchange rates and business saving rate. The economy of the Philippines is the world's 34th largest economy by nominal GDP according to the 2017 estimate of the International Monetary Fund's statistics. The Philippine economy is projected to be the 5th largest in Asia and 16th biggest in the world by 2050. According to the PricewaterhouseCoopers, it estimates that it will be the 12th to 14th richest economy in the world by 2060. With these, the business might encounter many opportunities and threats that we

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cannot guarantee. But currently, TRAIN Law is implemented so the price of the material go higher, same with the taxes. There is a possible chance that the Maccarrots price will increase. Social Social factor does involve all cultural changes along with socio-cultural within country. Tastes, beliefs, values, attitudes, traditions and lifestyle have an impact on the business. The social factors might ultimately affect the sales of products and services. It is part of the lifestyle of Filipinos to drink coffee every morning, afternoon and evening. Our business offers different kinds of coffees that the customers will surely love. Filipinos also tend to buy products that are new to them, our main product is new and cannot be seen anywhere so they will definitely go to our shop. Most of them are health conscious, the business guarantees that the products are organic and will help customers maintain and improve their health. Through these, we can guarantee that many opportunities will be given to the business. As for the threats, customers might find other products similar to our product in the future, and due to the reason that they tend to love what is new, that might put the business at lay. Technological The advancement of technology has improved the way of marketing as well as advertising. It also helped employees make products easier though the use of machines and equipments. It gives a good reputation to the business for a quick service. The company introduces Wi-Fi capabilities in its outlets. Internet is important to the consumers. They can now surf the web and do work while sipping coffee, and eating macaroons. This is an added value to the brand. It enhances the overall consumer experience. This is an opportunity for the business to attract many customers. Environmental Environmental regulations allow the company to meet personal grooming needs and health issues which targets the consumers to be efficacious and safe.

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The business ensures that the food served is healthy and the materials used are environmentally friendly and promotes green environment. Paper bags for breads and paper cartons for coffees will be used instead of plastic bags. It shows that the banning of plastic bags in most of the places in the country has a great impact on the business and to the customers. With these, it will help them practice saving the environment. Legal Maccarrots ensures that it does not violate any laws and regulations in the home market and countries from where they buy raw materials. It will also stay alert about introduction of caffeine production and consumption related policies and regulations by health authorities. Maccarrots promotes a health-focused type of enterprise. The business operates many branches and will provide evidences every year which shows that rules are obeyed that will help maintain the right brand image of the company. Consumer/Customer Analysis The customers of Maccarrots are most possibly students, workers or simply adults and teenagers. The variables used to allocate customers into segments are lifestyle, attitudes, characteristics, age, and personality. The target market was segmented by using Demographic Segmentation and Psychographic Segmentation. In demographic, the business owners are aware that our breads and pastries are for all ages, but our specific target market ages from 15 and above. This is due to the fact that senior high school, college students and workers are the most active ones in bakeries and cafes. In psychographic, we all know that it is in Filipino’s lifestyle to drink coffees every day, so the target market will be those who love coffees which is surely a large amount of people. In addition, Filipinos also tend to buy food that are new to them, our main product which is macaroons that is carrot-flavored is new and cannot be seen anywhere so they will definitely go to our shop. Most of them are health conscious, the business guarantees that the products are organic and will

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help customers maintain and improve their health. So the target market here are those who are health conscious, and those who wants to explore new food. In this current generation, it is a trend for food industry wherein consumers take a photo of the food before consuming it. Through that, the business have come to a realization that the taste and benefits should not just be the main strength of the products but also their physical appearance. That will help the product be known more once a customer posts it on his/her social media account and it will attract a lot of customers. Industry Trends The food service industry is growing fast. Multiple restaurants, coffee shops and bakeries continuously appear almost every day. Specifically in bakeries, entrepreneurs keep on improving and making variety of products. The business offers free wifi for its customers and special promos are implemented like ‘buy one take one’ which happens once every other month. This promo has a positive impact for its customers who patronize the products. However, it also has a negative impact for the business because there might be a possibility that the production of products might be decreased.

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CHAPTER III KEY SUCCESS FACTORS In order for the business to continuously grow over a long period of time while still maintaining its competitive advantage, its position on the market place and well-utilized resources, the following key success factors are observed: 1. The business built a product promotion through advertising and by means of using flyers, poster and brochures to effectively promote the business. Also, the business took advantage of social media, an official website is created to update customers. 2. The business maintained a long-term relationship with its customers and continue gathering new ones. That became successful by being open to suggestions and comments on a free wall of our website posted by our customers, to help improve the quality of products and service of the business. 3. The uniqueness of the business product helped maintain and attain customer’s appreciation for the product and services it offered. 4. The distribution of small cards containing quotes about happiness, life and health after paying also helped. The business has a good reputation because of it. Not just giving customers high quality service and product, but encouraging them through simple things really helps. 5. Serving high quality products with affordable prices has been one of the prime factors why the business met its success. One of the target markets are students so the business tries it best to keep the prices, student-friendly. 6. Maintain good reputation as a business that sells food and gives great service to its customers.

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7. Attractive packaging that will make the product eye-catching even just from the outside.

CHAPTER IV INTERNAL ANALYSIS

Company Background History The business starts when the president, Marivic Bolivar really do love baking, It is her passion to bake different pastries yet she did not came up to an idea to build a business though pastries were very common in society. One time, she saw a dozen of carrots unused and looks like it begins to rot, so she decided to use it so it will not go to waste. She came up to an idea that instead of carrot cake, a macaroon made up mainly of it will do. After baking, she let her sister to have a bite to find out if she made it is tasteful. Her sister loved it and she gave her an idea to build a business. First, she made was through contacts if someone she knows likes to buy new baked product that she made. Second is that when she made a stand nearby their house and find it successful, That’s when it all started. it leads her to the idea of making an official shop. Mission To be recognized as a leading good business that offers fresh and homemade macaroons at the most affordable price. To ensure the success in food product creation for a refreshing and healthier dessert for everyone. Vision To promote not only about the business in general but also the health of everyone by manufacturing fresh, no artificial flavorings, coloring and sweeteners, and nutritious food. Also to be known not just nationwide but

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worldwide. Maintain of being customer-oriented to encourage and nurture the excellence through the quality and value to meet the expectations of the customers.

Product offerings Product: Macaroons made up mainly of fresh carrots with chocolate syrup, sprinkles and bits of carrots on top. Brand: Maccarrot Quality of Product: Very good quality Physical characteristics: Innovative physical look of an ordinary macaroons Selling price and Pack sizes Sales Forecast (No. of units)

Maccarrots

2016 110, 000

2017 250, 000

2018 400, 000

Coffees

90, 000

150, 000

220, 000

Maccaroons

200, 000

310, 000

480, 000

(Ordinary)

The sales forecast (No. of units) of maccarrots, coffees, and macaroons are presented above. The company separated the maccarrots from macaroons (other flavors) since it is the main product of the business. Through sales forecast, the company makes explicit assumption to the future number of units each fruits need to produce. Sales Forecast (Income) 2016 – 6, 000, 000

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2017 – 9, 000, 000

9, 000, 000 – 6, 000, 000

50%

6, 000, 000 2018 – 13, 000, 000

13, 000 000 – 9, 000, 000 9, 000, ...