Summers Halo Halo Espesyal Business Marketing Plan PDF

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S

ummer ’s Halo-Halo ESPESYAL

A Business Marketing Plan

Summer’s Halo-Halo Espesyal Business Marketing Plan Components A. Company Profile A.1. Logo of the Business A.2. Name of the Business A.3. Form of Ownership A.4. Mission, Vision, Core Values B. Products and Services Offered B.1. Product and Service Description C. Market Segmentation and Positioning C.1. Target Customers D. Place of Distribution / Location E. Competitors Analysis E.1. Competitive Advantage F. Marketing Strategies F.1. Product/Service Strategies F.2. Place Strategies F.3. Pricing Strategies F.4. Promotional Strategies G. SWOT Analysis G.1. Business Strengths G.2. Business Weaknesses G.3. Business Opportunities G.4. Business Threats

SUMMER’S HALO-HALO ESPESYAL BUSINESS MARKETING PLAN During dry season, Filipinos’ demand for cold and refreshing foods increases. Halohalo is a popular dessert among Filipinos’ especially during summer, for it is perfect for beating the tropical heat that exists almost year-round in the Philippines. Halo-halo is not only consumable during summers, but actually in any time the market wanted it and it is because of its power to uplift or elevate one's mood. This condition serves as a challenge to all Halo-halo Business to continue to deliver a higher value in every time the market will consume it. This is one of the reasons why there is a growing number of Halo-Halo vendor or stores offering such desserts; they want to deliver the market more satisfaction. Due to the same reason, the competition among business who offers the same kind of dessert gets tougher and tougher overtime.

Objectives: Our objectives are: 1. To create and deliver quality, cold and refreshing Halo-Halo dessert in a consistent, courteous and timely manner in order to have the customer return again for another satisfying, flavorsome treat; 2. To earn a reasonable return on the initial investment 3. To increase our brand awareness to reach more customers within and outside the province; and 4. Establish our business as the ultimate and exceptional Halo-Halo brand in Zambales.

A. Company Profile Summer’s Halo-Halo Espesyal is a start-up business that offers special Halo-Halo dessert to locals of Zambales, particularly in San Felipe. Summer’s Halo-Halo Espesyal is established to give delight and flavorsome treat to residents and most tourists of Sitio Liwliwa, Sto. Niño, San Felipe, Zambales. It is intended not only for the tourists but also to everyone around the area and province. This business was created to bring refreshment and uplift an individual’s mood. Consumers can enjoy the simplest but incredibly delicious halohalo in town at an affordable price. Summer’s Halo-Halo Espesyal will provide consumers a unique taste of Halo-Halo dessert by giving them a number of options to give them more satisfaction and delight.

A.1. Logo of the Business

A.2 Name of the Business The business was named “Summer” since it is a season experienced almost all yearround in the Philippines, it is the perfect time where people craved for something frosty and something refreshing to beat the heat. Summer signifies the season where Halo-Halo is most popular and demanded by the market. While Halo-Halo is core product of the business. To make even more attractive to consumers, we therefore named it Summer’s Halo-Halo Espesyal.

A.3 Form of Ownership The form of ownership in Summer’s Halo-Halo Espesyal business is partnership in which partners, Christine Joy Mendigorin, Joyce Anne Maraggay, Irish Vianca Divino, Dhonna Maurice Miranda, Mel Anthony Nuñez and Julian Karl Marpa. Contribute and provide money, skills and other kinds of resources and intends to share profit and divide loses among partners upon the accordance with the terms of the partnership agreement.

A.3. Mission, Vision, Core Values Vision: Summer’s Halo-Halo Espesyal’s vision is to be the ultimate and top brand of HaloHalo in Zambales, establishing its own brand as the most recognized and respected brand in the whole province, to expand in later years and create more branches on every part of the province and to have growing relationships with customers. Mission: Summer’s Halo-Halo Espesyal’s chief mission is to provide rich, creamy, milky, delicious, and flavorsome ingredients that will give satisfaction to customers and to become successful in business. Summer’s Halo-Halo Espesyal also aim to achieved these through a

number of strategies and marketing that includes staying true to our word by always providing the unrivaled customer service, best quality experience, and Halo-halo. Core Values: At its core, Summer’s Halo-Halo holds the following values and beliefs. Integrity. Rest assured that we act with integrity, we communicate openly, honestly, and respectfully. Collaborative. We always act collaboratively with courage towards a common purpose and shared goals. Passion. We persist despite the obstacles. We celebrate effort as well as achievement, and we are tenacious in the pursuit of our objective. Quality. We aspire to deliver and serve high quality dessert to give delight to customers.

B. Products and Services Offered Summer’s Halo-Halo Espesyal will provide traditional yet extraordinary, sweet summer Halo-Halo dessert, making it not the typical Halo-halo that most people expect. Summer’s Halo-Halo Espesyal will also offer a “create your own version of Halohalo” option to customers. Halo-Halo will be made from over 20 finest and fresh rich ingredients. Summer’s Halo-Halo Espesyal’s numerous ingredients will create more options for customer and set our brand apart from the market.

B.1. Product and Service Description

Summer’s Halo-Halo Espesyal is a start-up business that aims to be the pioneer in selling Halo-Halo dessert in the whole province and offers an exceptional quality product as well as service that surpasses our customer’s expectation. Summer’s Halo-Halo Espesyal ingredients includes: 

Ube Halaya



Kaong



Coconut



Pinipig



Sweetened saba



Sweetened garbanzos



Mango



Jackfruit



Macapuno



Gulaman



Nata De Coco



Evaporated Milk



Leche flan



Condensed Milk



Ice cream



Coconut Milk



Sweet Potatoes



Shaved Iced



Sweetened red beans



Sugar



Wafer stick

Summer’s Halo-Halo Espesyal also offers different flavors of ice cream and different flavors of gelatin to give more options and satisfactions to customers. Ice cream flavors include, Ube, cheese, and chocolate and many more, meanwhile, the gelatins are in two colors or flavors -green and red.

Summer’s Halo-halo Espesyal can come in bowl, glass or in coconut that customers would like to choose from.

Furthermore, Summer’s Espesyal Halo-Halo introduces a new way of serving and adding satisfaction to customers. Summer’s Halo-Halo Espesyal also offers a free delivery of extraordinary Halo-Halo dessert to customers with a minimum order of ten (10) Halo-Halo Espesyal. In addition, Summer’s Halo-Halo provides an option wherein customers will be able to purchase only the ingredients of our Halo-Halo Espesyal and served it on their homes at any time they want it. All they have to do is add shaved or crushed iced and enjoy.

C. Market Segmentation and Positioning GEOGRAPHIC

DEMOGRAPHIC

Location: San Felipe, Zambales

Age: 3-100 years old (including

Usage rate: Seasonal (peak in

those people with diseases

summer), daily-basis, weekly-

affecting glycemic index)

basis

Climate: Tropical (Wet and Dry)

BEHAVIORAL

User Status: Non-users, Prospects, First time buyers and

Density of the Area: Rural

Gender: All Genders

Regular users. Loyalty status: None, medium, strong Benefits sought: FUNCTIONAL. -Healthier than softdrinks -healthier than light ice creams which are made of artificial flavors

C.1. Target Customers The major target customers of Summer’s Halo-Halo Espesyal prefer to young people and adults who are a resident San Felipe, Zambales. Other than that, resident from other towns of Zambales would also be likely to be our potential customers such as customers from:

 

Sta. Cruz



Cabangan



Candelaria



San Narciso



Masinloc



San Antonio



Palauig



San Marcelino



Iba



Castillejos



Botolan



Subic

D. Place of Distribution / Location The Municipality of San Felipe is located in the central part of the province, bounded on the North by the municipality of Cabangan, on the south by the municipality of San Narciso, on the west by the Philippine Sea and on the east by San Marcelino and Botolan. It is 200 kilometers away from Manila by land transportation. Barangays San Felipe is subdivided into 11 barangays: 

Amagna (Urban)



Manglicmot (Urban)



Apostol (Urban)



Rosete (Urban)



Balincaguing



San Rafael



Farañal (Urban)



Sindol



Feria (Urban)



Sto. Niño



Maloma

There are two distinct seasons in the municipality like other municipalities. The wet or rainy and dry seasons. Wet season falls between the months of May to October. The rest of the year is dry with occasional rains dispersed widely throughout the province. E. Competitors Analysis

Competitors

Competitors Strength

Competitors Weakness

Since it is street store and

Competitor A (Local street vendors nearby or around the area)

locally made, it is easy to

The facility is not

manage and requires less

convenient.

capital Competitor B

The facility might be friendly

The availability of products,

(Bite and Brew- San

and offers convenient and

Competitor B does not offer

Felipe Branch)

quality products

delivery services. The location is not

Competitor C (Restaurants present in

The Facility is convenient and

different municipalities

offers more products.

like LC’s Stop and Chow)

strategically plan since some business under Competitor C is not located near to their target market.

Competitor D (Fast food chains present on the province -MangInasal, Chowking and Jollibee)

There are lot of human They are already known and

resources needed and

established as a business.

requires more capital to establish.

E.1. Competitive Advantage There are many restaurants around San Felipe, Zambales that offers mouth-watering summer foods, but Summer's Halo-Halo Espesyal is the only Halo-Halo store that has a unique way of delivering the foods. It has a theme "Create your own version of halo-halo" making it outstand its competitors. Summer’s Halo-Halo offers several options to guarantee customer’s delight.

F. Marketing Strategies F.1. Product / Service Strategies Since Summer’s Halo-Halo Espesyal is at its starting point, it aims to create a name or to be the pioneer in delivering flavorsome Halo-Halo dessert to its target market by making sure to give delight to customers. The core product of the business which is Halo-Halo is made with more than twenty (20) nutritious and delicious ingredients which are mostly homemade. To add more satisfaction to customers, Summer’s Halo-Halo Espesyal presents an additional flavor of some of the ingredients like ice cream and gelatin. Since, some customers want the ice cream on their halo-halo chocolate, some wants cheese, and some wants other flavor. Also, what’s more exciting about the product is that it’s not the typical Halo-Halo in a glass or in a bowl but a Halo-Halo in Coconut. Summer’s Halo-Halo Espesyal offers a free delivery within the area or municipality with a minimum of ten (10) orders. As for those customers from different municipality who also wants to experience the taste of exceptional Halo-Halo, Summer’s Halo-Halo also offers a delivery of freshly packed ingredients of Halo-Halo, all they have to do is add shaved or crushed ice and enjoy.

F.2. Place Strategies Beaches thrive on food and refreshing beverages. People who come want to try all sorts of food and beverages from local cuisines to international dishes. Local food such as Halo-Halo can be a great connector due to its ethnicity and it helps develop a bond with the

customer. Summer’s Halo-Halo Espesyal is located at Sitio Liwliwa which is now a booming Summer’s tourist destination. Liwliwa Beach is located in Barangay Sto. Niño, San Felipe, Zambales.

HALO-HALO Its less than two kilometers of shore ESPESYAL with gray sand mixed with a small quantity of lahar brought by the Mt. Pinatubo eruption is ideal for relaxation. This is one of the main reason why Summer’s Halo-Halo Espesyal is established there. Summer’s Halo-Halo Espesyal stall is not the ordinary shops for desserts. It is a beach shack style, its whole establishment is a cottage with a high counter and stools in front. Summer’s Halo-Halo Espesyal has comfortable sitting and a unique dessert that makes it stand out. The establishment was quite cozy yet very traditional and have clean systems and welcoming staffs. Moreover, Summer’s Halo-Halo Espesyal can aslo be visit through its online page.

F.3. Pricing Strategies To give satisfaction to customers, Summer’s Halo-Halo Espesyal always make sure to only serve quality and exceptional product. To ensure this, Summer’s Halo-Halo only uses value ingredients. With over twenty (20) ingredients and several options, the price of the product may vary. BASIC (P80)

REGULAR (120)

PREMIUM (150)

              

Ube Halaya Sweetened saba Mango Leche flan 1 Ice cream scoop Sweet Potatoes Sweetened red beans Wafer stick Kaong Pinipig Jackfruit Gulaman Evaporated Milk Shaved Iced Sugar

                  

Ube Halaya Sweetened saba Mango Macapuno Nata De Coco Leche flan 2 Ice cream scoops Sweet Potatoes Sweetened red beans Kaong Pinipig Sweetened garbanzos Jackfruit Gulaman Evaporated Milk Condensed Milk Coconut Milk Shaved Iced Sugar

                    

Ube Halaya Coconut Sweetened saba Mango Macapuno Nata De Coco Leche flan 3 ice cream scoops Sweet Potatoes Sweetened red beans Wafer stick Kaong Pinipig Sweetened garbanzos Jackfruit Gulaman Evaporated Milk Condensed Milk Coconut Milk Shaved Iced Sugar

Summer’s Halo-Halo will use the cost-plus strategy to set the price of Halo-Halo. Price will range from P80- P150 in normal and non-special days. But in summer and in Christmas season and holidays, the price can get up to P100-180. This is strictly dependent to different cases and occasions and not to give the customers an overpriced product.

F.4. Promotional Strategies In order to succeed in achieving our business objectives, Summer’s Halo-Halo Espesyal need to advertise what the business is all about and what can it offer. These are the strategies we have provided: 

Print ads/Posters/tarpaulins/ To raise awareness about our brand, Summer’s Halo-Halo Espesyal will post print

ads, posters and tarpaulins on places and spots within and outside the municipality. We will make sure to post it in places to where our target customers most likely be and places with large potential consumers to attract them on buying our product.



Social media posts Since most people are active on social medias especially Facebook and Instagram,

Summer’s Halo-Halo Espesyal will post photos and videos on its Facebook Page and Instagram account to keep the customers updated and to reach more audience or potential

customers.



VIP Card Summer’s Halo-Halo will provide customers a VIP Card if they will become a Top

Fan on the business Facebook Page. The VIP Card contains 10 slots template on the back of the card where they can get it stamp every time they will purchase Summer’s HaloHalo. Once, all the slots have been stamped, they can get a free basic Halo-halo.

G. SWOT ANALYSIS SWOT analysis is a strategic planning tool that is used by Summer’s Halo-Halo Espesyal to do a situational analysis of the business. It is an important technique to analyze the present strengths, weakness, opportunities and threats that the brand is facing in its current business environment.

G.1. Business Strengths Adequate investment for the start-up of the business. Hardworking and reliable staffs. Deluge and have many ingredients that makes it worth it. Suit for our season. Nutritious and delicious ingredients.

G.2. Business Weaknesses Nothing is saved when there’s a sudden problem. Added expenses for salaries. More expensive price. Likely to have low profit when summer is over. Defective ingredients.

G.3. Business Opportunities Co-branding with other suppliers. Long-lasting relationships within the business and consumers. Considering in expanding the business. Can add correlated products. Free delivery for every 10 orders (within the area)

G.3. Business Threaths Lack of availability of ingredients from supplier of raw ingedients. Increasing numbers of competitors. Same products offered. Being confused when there is a lot of orders to make....