Polytechnic University of the Philippines

College of Business Administration

Department of Marketing Management

Squash Pancake Mix

Submitted By:
Mempin, Angelica
Pasana, Anjelique
Baltazar, Jan Paolo
Balilo, Jenica
Rances, Jeff.
Manera Tracy John
Parungao, Rafael
Alba, Christian

BSBA-MM-4-2S (P)
MARKETING STRATEGY
Sunny Pancake Mix
Is the first ever Pancake Mix made from Squash, Malunggay, Fern and Sunghom. It is
created for the benefit of improving and maintaining the good eyesight because it is rich in
Vitamins A with Vitamins C, Iron, Calcium ensuring the target market if its nutrient value and
delicious taste.

Brand Name
We came up with the brand name of Sunny Pancake Mix because we believe that main
source of light may also reflect as clarity, that a good is eyesight is achived by taking / food s
that has the vitamin A, and that is where squash comes in.

Logo

The Logo Shows the Happy Squash, Symbolizing as a sun, the

main ingredient for our product and because our target market is
kids who comes by with their parents.

USP

SQUASH PANCAKE MIX

“The 1st Squash Pancake Mix Ever”

TAGLINE: Sunny Mix, Pancake that brightens your day! 

 MARKETING MIX
A. Product Description
 Sunny Mix is the First Squash Pancake Mix rich in vitamins and minerals.
Vitamins A, C, and E, Potassium Calcium and Iron as a very good source of
Carotenoids.
 Squash is one of the most versatile and delicious vegetable now brings to you
in a creative way, a Pancake Mix.
 Vitamins C, Magnesium, and others antioxidant, which helps to neutralize free
radicals throughout the body nutritious and delicious.
 Carotenoids as the important anti- inflammatory and antioxidant compounds
 Boosts immune system, helps reduce gastric & duodenal ulcer, Gives relief
from asthmatic conditions, effective in preventing heart diseases, improves
bone & eye health, effective in managing diabetes, helps to improve blood
circulation and reduce risk of lung cancer & emphysema.

B. Packaging and Labeling

Packaging of our product is in a “box” form for 500 grams. The color combination
of yellow and orange is chosen in order to clearly distinguish that this product is Squash
Pancake Mix. The front view shows the logo of Sunny Pancake Mix with a picture of
newly cooked pancake which the consumers can easily identify that it is a pancake
mix, and the back view contains all information about the product, such as nutritional
facts, consumer hotline, website & email address , ingredients etc.

C. Price Strategy
Our Specialized Pancake will sell to the Major Grocery stores in Metro Manila
and will Comfit with other well established brands. So as a new competitor, we must
limit the price of our product into reasonable condition, to attract customer to buy and to
avoid for ignoring.
Most of Filipino customers now are becoming wise and optimistic in choosing
their grocery goods; the product attributes should low in price with great components
side of it. But, apparently it is hard for us to do that. So we dogged our minds to extract
something idealistic, as our study entitled “Squash Pancake Mix”Our major ingredient
would be “SQUASH”, so the half of the total cost of ingredient will fell on this part, and it
will cost a thousand of pesos most probably around P 200.000 just only for importing of
goods from the legit supplier of squash. If we proceed to this one, it can cause
bankruptcy in the middle phase of our production. To avoid that, we decided to buy a lot
for planting of squash, Mr Paolo and Alba our group members offered their vacant lot on
their province in Tarlac and La Union. If the lot’s soil is good for a squash we can now
reached the “customer’s expectation” by deducting our SRP into Economy level. And
transporting of products will surely a way of speed and the quality of each squash will
also monitored maintain its freshness and high Quality.
The Squash Pancake is a kind of vegetable product that transformed into
enjoyable snack counterpart of the purely chemical substance goods. And we are Eco-
Friendly Company, so as far as we avoid to use toxic Materials that made to destroy our
Mother we will do.

As a Nature advocator we are planned to use EXO Biodegradable packaging

materials that will easily decomposed itself by natural processes, a low priced package
perfect fit for this product. This package will give us the edge to become popular in the
market, can also manipulate people minds that Squash Pancake Mix is the same price
with other Pancake mix but have a different kind of feature and content.

SUGGEST RETAIL PRICE IN THE MARKET IS P 71.00 For 500 Grams.

D. Product Placement/Distribution

 Pure Gold
 Pure Gold Jr.

 Fisher Supermarket
 SM Supermarket

 Save more
 Shop wise

 Walter Mart
 Hypermarket

 Rustan’s Supermarket
  Sari-sari Store

 Convenience Store

 General Merchandise

 Sari-sari Store

 Convenience Store

 General Merchandise
 1) MayPajo Public Market

E. Sales Promotion Strategy

 2nd Quarter

SP Title: Lets Sunny And Be Happy (Family Getaway Promo)

Tools: Contest
Objectives:

 To introduce the new product.

 To encourage initial purchase.
 To encourage brand retention.
Area Covered: Nationwide
Duration: April 1- 30, 2018
Communication Strategy: Posters and Social Media
Promotion Mechanics:

 Like our social media pages

 Post a family breakfast with the Sunny Pancake Mix
 Use our hash tag #ItsBetterWithSunny, #BreakfastWithTheFam
 The most creative post will be chosen as the winner

Prizes:

 1st Prize: 4 tickets trip to Palawan (3 days and 2nights stay) Free accommodation
 2nd Prize: 4 theme park tickets
 3rd Prize: 2,000 worth of groceries items.

3rd Quarter
SP Title: Eats Sunny Not Rainy
Tools: Contest/Competition
Objectives:

 To encourage repeat purchase

 To increase demand of the new product
 To boost customers preferences
Communication Strategy: Social Media
Mechanics: Please see posters for more details

 Be creative with kids.

 Post a picture of you with your kids together with the Sunny Pancake Mix to win a
shopping spree worth 10,000.

4th Quarter
SP Title: Surprise in a Box
Tools:
Objectives:

 To create interest and excitement for customers to buy the product.

 To boost sales and demands of the product.
 To encourage repeat purchase and long term patronage.
Area Covered: Selected Super Market in Metro Manila
Duration: October 1, 2018 – November 30, 2018
Communication Strategy: Social Media, Posting of Posters
Mechanics and Prize: Please see posters for more details.
Get a chance to own exciting goodies for your kids, just buy a specially marked box of Sunny
Pancake mix.

COMPETITIVE ANALYSIS
(Similarities and Differences of Sunny Pancake Mix to its Competitors)

Product Description Price Similar Differences

Pancake Mix 737g Pancake mix Flavor and

that include Php215.62 Packaging.
whole grain,
organic, and
gluten free
selection.

It has the right 480g Packaging Just and water to

amount of Php74.00 make this pancake.
sweetness, very
creamy that
literally melts in
the mouth.
“JUST ADD
WATER”

it is really fluffy 500g Packaging Bacon cut up to

and tasty. The PHP51.80 bits,
500-gram box And has maple
comes with 2 syrup.
plastic packets
inside, but we
are a family of
big eaters so the
entire box is just
right for my
family of five,
with no
leftovers.
Product Description Price Similar Difference
Tasters dubbes 2.26kg Pancake mix Just add water,
this mix as their Php302.50 And Packaging.
favorite of
buttermilk
category.

Made with 340g Pancake mix Packaging and

Protein Isolate, Php467.00 flavor
low cholesterol
and good
source of fiber.

All purpose 2.72kg Pancake mix Flavor

pancake mix Php509.00
 Organic 737g Pancake mix Packaging
Buckwheat Php337.00
pancake and
waffle mix

Strength
The first ever Squash pancake mix in the market
Healthier and nutritious compared to other
pancake mix.
Weakness
As a strong agent to reduce blood pressure,
someone with hypotension should avoid
vegetables like squash, since it can lower your
blood pressure to a dangerous level.

SWOT ANALYSIS

Opportunities
New and unique squash pancake mix.
Threats
it can be positioned as a new squash pancake mix
Leadi ng and popular established pancake mix in
in the market
the market
can be top of the mind choice of health concious
people.

F. Area of Distributions

G. Projected Sales
H. Marketing Strategies
I. Limiting Factors
There are so many wonderful benefits of squash, but it is important to recognize
some of the potential problems. As a strong agent to reduce blood pressure, someone with
hypotension should avoid vegetables like squash, since it can lower your blood pressure to
a dangerous level. Other than that, enjoy the many health benefits of squash in all your
seasonal meals.