Marketing Plan

A. Marketing Mix

Product

Mr. Yummy banana chips are healthy and delicious snacks. Bananas are
dippedin honey syrup before fried. The product does not contain any
preservative or additive.The banana chips are packed by 50 grams in plastics
and are each pack isindividually labeled.

Price

Each pack of 50 grams of banana chips is priced at P6.00. This is because

thedesired gross profit margin is 75%. A unit cost of P2.18 with a gross
margin of this ratewill result to a rounded off-price of P6.00.The price of the
Mr. Yummy Banana Chips is not greatly different from the priceof the products
of the competitors. In fact, the wholesale price of the Member FoodDealer
and Guiwan Special Banana Chips, which distributes to retail and
conveniencestores, is also P6.00. Prices of other competitors range from
P6.50 to P10.00.Such differences in the prices, however, shall have the least
significant effect inthe competition. Price is neither the competency nor
strategy of the proposed business.It shall focus instead in delivering banana
chips product, unique and special for its honeycontent.Furthermore, the main
distribution links of the competitors are the grocery storesand convenience
centers. These stores will sell the products at P9.00 to P15.00. Miles

Company shall do direct delivery of its products to the school canteens and
stores atP6.00.

Place or Distribution

The delicious and healthy banana chips product will be distributed mainly
tocanteens of the different schools in Zamboanga City. Initially, it shall deliver
to thecanteens of Claret High School, Western Mindanao State University,
ZamboangaNational High School West, Pilar College, Brent Hospital and
College, STI CollegeZamboanga, Southern City College, Universidad de
Zamboanga - City Campus and UZTetuan Campus, Zamboaga City High
School Main and Immaculate Conception Archdiocese School.The first five
schools above are located in the west area of the city while the lastthree
schools are located in the east. STI College, Southern City College
andUniversidad de Zamboanga are found within the city proper.Since the
business aims to make it known also to non-school canteen customers,it will
deliver to retail stores in Guiwan, Tumaga, Canelar, Sta. Maria, and San
Roque.Canteens of GSIS and BIR are also targeted.Cash collection shall be
made on the following delivery. Given that delivery shall

be made daily, collection of the days delivery shall be made on the following
day.

Collection from these non-school canteens and retail stores shall be made on
the nextSaturday of delivery. This is to encourage these customers to buy and
patronize the

Promotion

The business shall be promoted by word of mouth and through personal

sellingefforts of the business proponent. Packaging and labeling will be
enhanced more tofurther promote the product.B. CompetitionThe following
are the competitors of the Miles Company;

Competitors BusinessLocationPlace of DistributionPrice(of 50gpack)

1. KuKuhs Banana Chips

Sta. Maria,Zamboanga CityCanteens of schools

andoffices;ConveniencestoresP 7.002. Member Food Dealer Banana Chips
Canelar,Zamboanga CityCanteens of schools andoffices;Conveniencestores in
ZC6.003. Ecoco Banana Chips Manila City GroceryStoresNationwide10.004.
Guiwan Special Banana Chips Guiwan,Zamboanga CityRetail
Stores;Bakeries6.005. Food Trade Center Banana Chips Isabela City Canteens
of schools andoffices;Conveniencestores inIsabela Cityand ZC6.50The banana
chips products of the competitors listed in the foregoing page arealmost
alike. Except ECOCO banana chips, which uses table banana or sweet
plantainof the

Musa acuminata

group like the lady finger (

sulaybaguio

) and Gros Michael

(
lakatan

) bananas, all of the companies use saba and cardava. Peeled and slicedbananas
of these varieties are deep fried and packed in plastics. Miles
Company,however, shall soak the banana in honey syrup before frying. This
shall result moredelicious and nutritious banana chips. This gives Miles
Company edge over all itscompetitors.C. Factors in the External Environment
that Affect the Business

Political Factors

The Local Government of Zamboanga City as well as national governmentagencies

like the Department of Trade and Industry and Department of Science
andTechnology are supportive to entrepreneurs and the whole business sector.
The currentpolitical issue involving the ZTE project does affect the business
directly or indirectly.

Economic Factors

Inflation is a problem of all businesses. Although inflation does affect

thebusiness in the costing of the raw materials and pricing of the finished
goods to a greatextent, it significantly affects the purchasing power of the
money given to students asallowance.

Socio-Cultural Factors

Mr. Yummy banana chips product competes with other snacks in capturing
thetaste and preference of students who are the end customers of its market.
These other

snacks include the potato chips of Jack and Jill Corporation, cheese curls and
other junkfoods. They are often preferred by students.

Technological Factors

Training on banana chip production in the future, can open doors to the use
of