Marketing PLAN ROSE Candle Final PDF

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Summary

Marketing plan about a candle shop...

Description

A Marketing Plan Paper Presented to the Faculty of Accountancy, Business and Management Strand of Far Eastern University High School Sampaloc, Manila

Members: Enriquez, Hope Trinity, B. Almocera, Nicole Jade, S. Bantayan, Denise Erika, M. De Guzman, Dianne Josa, D.L. Delos Santos, James Ace, G. Lamigas, Lexine R. Mactal, Lance Gabrielle, R. Malabanan, Aubrey P. Sesperes, Bianca Ces Rianne, O. Grade12- ABM2

Ms. Norizz Nona Cipriano October 2018

TEACHER’S RECOMMENDATION SHEET

MARKETING PLAN FOR ROSE CANDLE

Enriquez, Hope Trinity, B. Almocera, Nicole Jade, S. Bantayan, Denise Erika, M. De Guzman, Dianne Josa, D.L. Delos Santos, James Ace, G. Lamigas, Lexine R. Mactal, Lance Gabrielle, R. Malabanan, Aubrey P. Sesperes, Bianca Ces Rianne, O. Grade12- ABM2

Submitted in partial fulfillment of the requirements in Principles of Marketing Has been examined and is recommended for acceptance and approval

___________________________ Ms. Norizz Nona Cipriano Teacher ii

October 2018 APPROVAL / ACCEPTANCE SHEET

In partial fulfillment of the requirements for the subject, Principles of Marketing, this marketing plan for Rose Candle, has been prepared and submitted by Hope Trinity B. Enriquez, Nicole Jade S. Almocera, Denise Erika M. Bantayan, Dianne Josa D.L. De Guzman, James Ace G. Delos Santos, Lexine R. Lamigas, Lance Gabrielle R. Mactal, Aubrey P. Malabanan and Bianca Ces Rianne O. Sesperes is hereby recommended to undergo an Oral Defense.

___________________________ Ms. Norizz Nona Cipriano Teacher

Accepted and approved in partial fulfillment for the requirements for the subject, Principles of Marketing.

_________________________ John Benz D. Samson ABM Academic Coordinator

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PANEL’S APPROVAL SHEET

MARKETING PLAN FOR REDBUCK’S, FRANCHISE Q.C. BRANCH

By:

Enriquez, Hope Trinity, B. Almocera, Nicole Jade, S. Bantayan, Denise Erika, M. De Guzman, Dianne Josa, D.L. Delos Santos, James Ace, G. Lamigas, Lexine R. Mactal, Lance Gabrielle, R. Malabanan, Aubrey P. Sesperes, Bianca Ces Rianne, O. Grade 12 – ABM 2

After having been presented is hereby approved by the following members of the panel

_____________________ Patrick Quiming Panelist

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ACKNOWLEDGEMENT

The proponets are filled with joy as the marketing plan was executed well, even though the proponents had some shortcomings and were stressed during the process, we were glad that is finished excellently. The proponenets would like to thank the following: To their adviser, Miss Fely Diloy, for the unconditional love and support she gives to us every homeroom session. To their marketing teacher, Miss Norizz Nona Cipriano, for the guidance and inspiration she gives us in and out of the class room. To Mrs. Maria Kristina Rosales, for the help she gave to complete our marketing plan as she manages Rose Candle. To our Parents, for the support and love they to the us To our inspirations(crushes), for the inspiration they give to us. And last but not the least, God for the wisdom, knowledge and keeping our heads focus.

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Table of Contents I.

Executive Summary.........................................................................................................................8 1.

Industry Definition......................................................................................................................8

2.

Market Size....................................................................................................................................9

3.

Competitive Market Shares......................................................................................................10

4.

Marketing Objectives.................................................................................................................11

5.

Target Market.............................................................................................................................11

6.

Positioning..................................................................................................................................12

7.

Strategies.......................................................................................................................................13

8.

Program and Program Objectives...........................................................................................13

Company Logo....................................................................................................................................15 II.

EXTERNAL ANALYSIS.....................................................................................................................17

1.

Industry Definition........................................................................................................................17 2.

Industry Segmentation.............................................................................................................18

3.

Industry Size and Growth.........................................................................................................18

4.

Seasonality..................................................................................................................................19

1.

Stage in Product Life Cycle........................................................................................................20

2.

Environmental Scan...................................................................................................................21

1.

Consumer/Customer Analysis.................................................................................................24

2.

Industry Trends..........................................................................................................................24

III.

Key Success Factors...................................................................................................................27

IV.

Internal Analysis........................................................................................................................28

1.

Company Background...............................................................................................................28 A.

History.......................................................................................................................................28

B.

Mission......................................................................................................................................28

C.

Proposed Mission......................................................................................................................28

D.

Vision.........................................................................................................................................28

E.

Proposed Vision.........................................................................................................................29

A.

Product/Services Offerings......................................................................................................29

B.

Selling Prices and Pack Sizes...................................................................................................29

C.

Distribution Network................................................................................................................30

D.

Highlights of Historical Performance.....................................................................................30

1.

Review of current Marketing Efforts......................................................................................31 vi

V.

A.

Current target market..............................................................................................................31

B.

Positioning statement...............................................................................................................31

C.

Current Marketing Strategies and Activities............................................................................31

D.

Current Marketing Problems and Concerns.............................................................................32

Competitive Analysis.....................................................................................................................32 1.

Industry Participants................................................................................................................32 A.

The players in the candle industry includes..............................................................................32

B.

Direct Competitors....................................................................................................................33

C.

Indirect Competitors.................................................................................................................33

4.

Competitive Analysis.................................................................................................................34

VI.

SWOT Analysis............................................................................................................................36

VII.

Marketing Objectives.................................................................................................................37

1.

Objectives....................................................................................................................................37 A.

Market Share.............................................................................................................................37

B.

Sales..........................................................................................................................................37

C.

Profit.........................................................................................................................................37

D.

Growth.......................................................................................................................................37

E.

Reputation.................................................................................................................................37

VIII.

Marketing Strategies.................................................................................................................38

1.

Core Strategies............................................................................................................................38

IX. X.

A.

Target Market...........................................................................................................................38

B.

Positioning Statement...............................................................................................................39 Marketing Program/Schedule/Action Plan...........................................................................48

Marketing Budget..........................................................................................................................56

XI. Activity GANTT Chart James...........................................................................................................57 XII.

Monitoring and Control............................................................................................................57

XIII. Financial Projections....................................................................................................................59 CURICULUM VITAE.................................................................................................................................60

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I.

Executive Summary 1. Industry Definition

The candle service industry encompasses all of the services and business functions that are involved in making different kind of candle products. This includes all types of candles that are delivered in different places here in the Philippines. Despite rising consumer spending and the introduction of more scented and colored candle varieties, Candle Manufacturing industry revenue is anticipated to contract over the five years to 2018. The primary driver of the industry's contraction has been intensifying external competition from competitively priced candle imports. Candle manufacturers also endure competition from other domestic industries that specialize in substitute air-freshening products, such as spray cans. Candle Industry in the Philippines is a seasonal basis. Therefore, it only means that there are certain months where this type of business is in its peak and can be stagnant in other months. Candle has been an important tool for Filipinos. Its functional use for church, or for religious practices, in addition the use of candles for events like celebrations makes it appealing and clamor to the Filipinos. The Department of Science and Technology helps the small-scale candle businesses by lending them money to buy machines to make the candle production faster and efficient.

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2. Market Size According to Business Wire 2017, The global candles market was valued at US$ 7.5 billion in 2016, and is expected to reach US$ 11.70 billion by 2025, expanding at a CAGR of 5.5% from 2017 to 2025. (https://www.businesswire.com/news/home/20170621005792/en/GlobalCandles-Market-Reach-11.7-Billion-2025)

Consumers are increasingly purchasing candles for their home decor, and for aromatherapy-like stress reduction and relaxation. The ease of purchase as well as the availability of various type of candles on multiple distribution channels is prompting more and more people to purchase these products. The number of distribution channels has benefited the sales through department, mass merchandise retailers and home decor stores. Supermarkets and hypermarkets are benefiting due to their discounted prices and various offers particularly attracting more and more buyers.

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3. Competitive Market Shares Vayao Wax Manufacturing Corp. Age: 25-55 Produces all kind of wax related products like paste wax and various candles

Rose Candle

Gody Wax Center

Sevilla Candle Factory Inc.

Target Market

Age: 25-60

Age: 20-80

Age: 20-75

Positioning

Known for affordable and for their best seller, Prayer Intention Candle

Known for selling all kinds of candles

Provides affordable candle among other wellknown products

Sample Prices:

Sample Prices:

P 8.50 per piece or P 35 per dozen for 1” tall tea lights and 50 pesos each for “3 day” candle

36.25/20 pcs for Esperma 2 32.25/4pcs for Esperma 14 and 56. 25/2 pcs in 25 cm long for Esperma 20

Product

Affordable gel candle and other stylish candles.

Paraffin wax candles and raw materials for candle making

Affordable products and trendy candles

Unique candles like; Christmas, Decorative, and Luminaries

Promotion

Facebook Page, Transit Advertisement and Blogs.

Facebook Page

Facebook Page and has an own Website

Facebook Page

Product

Sample Prices:

Price

P 0.70/ piece P 70.00/ bundle of Prayer Intention Candle P 47.00 for Orchid w/ box Candle P 55.00 for Chunky Candles

4. Marketing Objectives A. Sales in Unit and Peso

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Sample Prices: P38/pc for Decorative Candle Chirstmas Candles varies from 50-200 pesos

 To increase the overall sales by 30% by the end of every year  Ensure financial sustainability by increasing sales of 5% every end of the month. B. Gross Profit  To increase the company’s profit by 20% annually C. Market Share  To increase market, share of the company by 20% to 30% by the end of 2018 5. Target Market 

Churches

Churches will be our main target market because they usually use candles almost every day. For every day and Sunday masses. For prayer intentions, for anointing of the sick, for baptism, for the light of the altar, and other for religious events. 

Event based like:

Party provider for kids’ party, (Halloween party), debuts, reception for weddings, renewal of vows, milestones like 50th birthdays or wedding anniversary, proposals. These event all uses candles, it can be a normal candle, extravagant candles, scented candles etc. Also, for funeral needs. When it is All Soul’s Day people uses candle because it represents respect and memorial rites.



Business

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Spa Wellness hubs uses candles, usually scented ones to give its customers the feel of relaxation, comfort, and luxury. Using candles together with essential oils can stimulate the olfactory systems that gives its users the comfort and relaxation he/she wants. It is for people with constant headache, vertigo, or migraine experiences discomfort, scented candles can be incorporated with scented oil thus creating aromatherapy 

Family

Mothers are usually the ones who stays at the house the most and that is why they are very sensible and inquisitive about the safety and emergency precautions, they are the one who usually buy candle for the house, that is why when times of electricity disruption, candles are the go-to and quick source of light for a limited span of time. Family usually uses candles for their religious purposes and lastly also for emergency purposes.

6. Positioning Rose candle has an affordable price unlike any other candle shops, the reason why rose candle has an affordable price it is because they want their target market to afford and reach their offering price.

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7. Strategies Strategy #1 Renovation Action Plan #1 Spa and Wellness Action Plan #2 Interior design of the store Action Plan # 3 Flower Shop Action Plan # 4 Hotel and Resorts Strategy #2 Service Improvements Action Plan #5 Provide CCTV Cameras Strategy #3 Promotional Action Plan #6 Loyalty Card Action Plan #7 Logo Action Plan #8 Advertising; Short advertisement in Facebook, Transit advertisement and Sponsor with a Blogger

8. Program and Program Objectives Strategy #1 Renovation Action Plan #1 Spa and Wellness Objective: To have a spa and wellness near the Rose Candle for the customers to be relaxed, stressed free and carefree.

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Action Plan #2 Interior design of the store Objective: To create new design of the candle shop that will surely attract potential customers. Action plan # 3 Flower Shop Objective: To have a flower shop beside the Rose candle so it will be convenient to customers to have all they need in just one area. Strategy #2 Service Improvements Action Plan #4 Provide CCTV Cameras Stra...