Marketing Plan for Paraiso Islet Resort

Republic of the Philippines

PALOMPON INSTITUTE OF TECHNOLOGY
Palompon, Leyte

Marketing Plan for Paraiso Islet Resort

is presented to
DR. REY CESAR OLORVIDA

By
ALBAO, SAMANTHA
AUNZO, DARYL
LOR, ELLAINE CLAIRE P.
MARQUEZ, REY C.
NIM, MARIAN G.

Bachelor of Science in Industrial Engineering

May 2019

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 Marketing Plan for Paraiso Islet Resort

TABLE OF CONTENTS
I. EXECUTIVE SUMMARY. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

II. INTRODUCTION

A. Company Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

B. Company Description. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

C. Vision . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

D. Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

E. Goal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

F. Core values . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

III. PRODUCT AND SERVICES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . 5

IV. SITUATIONAL ANALYSIS

A. Key strength and opportunities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

B. Key weaknesses and threats. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

V. SALES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

VI. MARKETING OBJECTIVES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

VII. TARGET MARKET . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

VIII. MARKETING MIX

A. Product/ Service . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

B. Pricing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . 12

C. Place . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

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 Marketing Plan for Paraiso Islet Resort

D. Promotions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . 13

IX. SALES PROJECTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

X. ACTION PLAN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

XI. MEASUREMENT AND MONITORING . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . 19

Success Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

XII. APPENDICES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

I. EXECUTIVE SUMMARY
This plan is presented to Paraiso Islet Resort, a family owned business where people

could relax and enjoyed the natural beauty of nature with its amazing view. Anyone who

wants adventure could also visit the area in which they can hike, roaming around the islets,

boating with affordable price with free and unlimited fishing provided that it cannot cause

harmful effect to the environment. Paraiso Islet Resort is located in Brgy. Cantandoy

Palompon, Leyte where customers can either access to the resort through land or water.

Services open from Monday to Sunday regardless of time with a price as low as P10 for day

time and P20 for overnight.

The marketing objective of this plan is to promote the place, to retain existing

customer and to increase sales and add new customer. To obtain this, we plan to make

promotional activities such as signage, flyers, social media (Facebook page) and more

advertising. We also plan to add more activities like Kayaking. And for our long term plan we

plan to install Zip Line and Bamboo Bridge for the customer’s satisfaction.

II. INTRODUCTION
A. Company Background
The Sitio Paraiso was first discovered in the time of World War II, it serves as

evacuation area of people who are affected thereof. Saturnino Marquez was the first owner of

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 Marketing Plan for Paraiso Islet Resort

the Paraiso, and later on, it was sold to Elizer Capendit but he thought that it was not

profitable, so he decided to sell it with the amount of 250,000 pesos to their relatives namely

Mr. and Mrs. Ricardo Marilao Capendit who prayed to have a land property that would serve

as their venue for their family gatherings and reunions. The said place was actually for family

purposes only, but there are people who keep on visiting the place because of its resources

and the hidden beauty of nature in Sitio Paraiso. By then, people insisted to pay 10 pesos per

head served as entrance fee to encourage the owner to let them in to their property freely.

Since then, the owner decided to start putting up additional cottages, and then later on it

became a small business of the owner and changed its name into Paraiso Islet Resort.

B. Company Description
Paraiso Islet Resort which also known as “Paraiso”, is an 11 hectare family owned

property located in Brgy. Cantandoy Palompon, Leyte. This resort was established November

11, 2011 and developed into small commercial business in the year 2012. Paraiso is a

peaceful place where people could relax and enjoy the natural amazing view of nature. It is

open for all, and for those people who want adventure, they can hike, roaming around the

islets, boating with affordable price with free and unlimited fishing provided that it cannot

cause harmful effect to the environment. Customers can visit the resort at any time and they

can either access to the resort through land or water.

C. VISION
A prestigious tourist destination in Palompon known for its natural resources and

environment that promotes the preservation of nature, to encourage every generation to

maintain the beauty of God’s creation.

D. MISSION

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 Marketing Plan for Paraiso Islet Resort

Paraiso Islet resort seeks a great outing trip with an accesible and affordable price. We

strive to promote an enjoyable activity that you may embrace the beauty of nature without

risking its natural environment.

E. GOALS
To develop an inspiring and a peaceful yet adventurous place to motivate every

generation to build self-discipline by empowering eco-friendly manner through enhancing

the beautification of surroundings towards the preservation of nature.

F. CORE VALUES
 Spirit of adventure – strong will of adventure.
 Eco – friendly – causing no harm to the environment.
 Enthusiasm – intense and eager enjoyment.
 Discipline – to have self- control.

III. PRODUCT AND SERVICES

The main product of Paraiso Islet Resort is the natural beauty of its environment

where they can attract customers to visit the resort time after time and to have a quality time

with family, friends, co-workers and any other person in a peaceful and affordable place like

this. With the same price, early booking is advisable and offered to reserve the resort

exclusively to a particular group of people who wants to solo the resort to feel the essence of

the environment and to enjoy spending their hours without competing to other potential

customer of the resort.

A. Entrance Fee

 Regular hours – P 10.00

 Overnight – P 20.00

B. Cottages

 Small – P 100.00 – P 200.00

 Medium – P 500.00

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 Marketing Plan for Paraiso Islet Resort

 Large – P 1,000.00

C. Boating

 P 200.00 – Unlimited time in a day

D. Transportation via water (boat ride)

 P 1,500.00 – Back and forth for 15 persons

E. Others

 Young coconut – P20.00 each

 Junk food– P10.00 each
 Karaoke – P5.00 per song
 Special orders (it depends)
 Beverages P50.00 - P100.00
IV. SITUATIONAL ANALYSIS
SWOT Analysis
The following is a list of strengths, weaknesses, opportunities, and threats for Paraiso

Islet Resort. We will use this to maximize strengths and opportunities, and to minimize

weaknesses and threats. It is important to recognize and promote awareness.

Strengths  Affordable
 Solemn place
 Overlooking view
 Rich of natural resources
 Offers flexible hours
Weaknesses  Transportation
 Lack of water source
 Maintenance of the facility
 Lack of awareness of people
 Inconsistent internet connection
Opportunity  Team building
 Other option for tourist
Threats  Other resort

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 Marketing Plan for Paraiso Islet Resort

A. KEY STRENGTHS AND OPPORTUNITIES

Paraiso Islet Resort key strengths are the affordability of the resort. Just for P10.00

entrance fee for the day tour and P20.00 for the overnight. The customer can avail unlimited

access of the facilities in the resorts; also they offer activity such as boating for only P200 all

day, all night. In addition, Paraiso Islet Resort offers flexible hours in such thing that this

resort is open 24 hours.

Another key strength of Paraiso Islet Resort is the overlooking views in which you

can’t imagine that this place is still exist in Palompon that rich of natural resources.

Furthermore, this place is perfect for those people who love, appreciate and like to embrace

the beauty of nature. Also a solemn place that people can release the stress, sadness, hatred or

even broken hearted person can exhaust their unwanted feelings.

One of the opportunities in Paraiso Islet Resort that this place becomes second option

for tourist like when the Kalanggaman is fully booked, also this resort can be rented for some

events like reunion, team building, and birthdays.

B. KEY WEAKNESSES AND THREATS

A key weakness of Paraiso Islet Resort is lack of awareness of the people. The

researchers have conducted a survey around Palompon proper and its potential customers.

They were asked if they are aware of the Paraiso Islet Resort in Palompon. They just only

know that it was located at brgy. Cantandoy Palompon Leyte,

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 Marketing Plan for Paraiso Islet Resort

Paraiso Islet Resort does have many competitors around Palompon, thus the owner

believes that they need to promote the business through promotional activities that will help

them gain more customers such as social media, tarpaulin, flyers, word of mouth and etc.

Other weaknesses encounter of Paraiso Islet resort is the accessibility since if you

walk from brgy. Cantandoy the consume time is 20-30minutes with the estimated distance of

2 km through land. And when you travel by the sea the time consume is more or less 15-20

minutes from bitaog Palompon, But when low tide it is difficult to travel. And also, internet

connections are inconsistent to the place.

Moreover, the source of water is one of the weaknesses of this place since we all

know that water is one of the important needs in our daily activities. We asked the caretaker

of Paraiso Islet Resort and we found out that the source of water is estimated at 500 meters

away from the resort. Also, they failed to maintain the facilities of the resort because the

owner assigned only one person in-charge to manage and they have lack of funds to repair it.

Lastly, the threats of the Paraiso Islet Resort are those resorts that are near, more

accessible, fully developed and convenient for the tourist.

V. SALES
Monthly sales (January 2017- March 2019)

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 Marketing Plan for Paraiso Islet Resort

Estimated number of customers per month

``

There will be an assumption that 20% of their sales are from the entrance fee in order to

get the number of customers per month.

Yearly sales (2015 – 2018)

60000

50000 52105

40000 42506

30000
29462
27094
20000

10000

0
2015 2016 2017 2018

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 Marketing Plan for Paraiso Islet Resort

VI. MARKETING OBJECTIVES

 To promote the place
 To retain existing customer
 To increase sales and add new customer

VII. TARGET MARKET

The target markets of Paraiso Islet Resort are those adventure seeker and a nature

lover customers. Those people who want to relax or unwind. Also, those people who love

outing, swimming or get away with their family, friends or co-workers. The demographics of

Paraiso Islet resort are men and women, teenagers, young adults and young middle aged

between 15 to 44 and the class B, C and D of social class.

In the 2015 census, the population of Palompon was 58,108 inhabitants. The age

group with the highest population in Palompon is 5 to 9, with 6,211 individuals. Conversely,

the age group with the lowest population is 80 and over, with 753 individuals. It has a very

young population with 43.78% total population are less than 20 years old. The population is

equally balanced between females (50.3%) and males (49.7%) (Philippine Statistics

Authority, Leyte).

The researchers assume that 10% of the total population for the aged between 15 to

44 are the market share of Paraiso Islet Resort.

Geographically, the target customers for Paraiso Islet Resort are those who are living

and working in the Palompon area mainly those people in Brgy. Cantandoy Palompon, Leyte.

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 Marketing Plan for Paraiso Islet Resort

VIII. MARKETING MIX

A. Product/Services
Paraiso Islet Resort is a wonderful place provided with natural hidden beauty of

nature. A peaceful place that offers refreshing environment and relaxing feeling that every

person wishes to experienced. This resort is a good remedy for stressed, exhaust and

depressed and need to be chill out customers. It is also a route for adventurous people. We

plan to add new services and activities that are applicable and capable to the resort.
To offer further customer satisfaction we plan for additional activity like kayaking,

fishing in a way that the customer has many choices of activity to enjoy.
We also plan to put more cottages to accommodate customers especially in peak

season such as summer vacation, holy week (Easter Sunday), and San Juan. Also floating

cottages is part of our plan for those customers who want privacy.
B. Pricing

Even though Paraiso Islet Resort has many competitors, the prices will remain the

same for customers’ affordability. If the number of customer increases in the future, the

strategy for pricing is to maintain a competitive edge without selling ourselves short.

Furthermore, there are some changes of price in the additional of activities such as the

kayaking which is P100.00 per hour and for fishing P20.00 per hour. Also, we plan to

breakdown the price of their boating which is P50 per hour for the affordability since not all

customers tend to avail the unlimited time for boating and `to be fair in the part of the

potential customers.

C. Place

Paraiso Islet Resort is located at Sitio. Paraiso, Brgy. Cantandoy Palompon, Leyte.

With approximately (2) two kilometers away from a highway and can be hike for 20-30

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 Marketing Plan for Paraiso Islet Resort

minutes for sweating experience. Also accessible by sea through boat for 15-20 minutes, this

may seems far but guarantee that the experience is worth it.

Since we cannot transfer the place we decided to fix their road by making their

pathway clear and we plan to put some plants and flowers along the way to extremely feel

the essence of Paraiso.

Lastly, for the betterment and beautification of the resort we will implement certain

rules and regulation for the entire resort in order to maintain its cleanliness towards its

development.
D. Promotion

Paraiso Islet Resort was known by the word of mouth as their only promotional

activity. They only gain customer through word of mouth since at first the owner did not

think of it as business but just for family gathering purpose only. Although the featured of

Paraiso is already on the internet from the people who has been there, it doesn’t have its own

official social media page account.

Today the researcher and the owner decide to develop and improve the resort as to

business, wherein the owner plans to put Bamboo Bridge across its Islets to explore the

surrounding well.

Also we are planning to promote this establishment through putting signage on the

road and poster in order to be noticed easily.

Another strategy that we are planning is to create official Facebook page and for

spreading the information about Paraiso effectively. Also we are planning to sponsor through

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 Marketing Plan for Paraiso Islet Resort

the different events like annual pageants and fun runs by giving a price for the winners of

those events.

Lastly, we also plan to promote through broadcast in Radio Kausbawan in Palompon

Institute of Technology (PIT,) and through flyers in which it will contain the feature and

wonderful views of Paraiso to increase people’s awareness.

IX. SALES PROJECTION

Actual sales VS. forecast

10000
9000
8000
7000
6000
5000
4000
Axis Title 3000
2000
1000
0
n. 7 ; ; r 7 ; ry "18 ; ay 8 ; r 8 ; ;
Ja "1 ay 7 be "1 be "1 r y 19
M "1 m nu
a M "1 m nua "
pte Ja pte Ja
se se

Trend projection from year 2017-2022

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 Marketing Plan for Paraiso Islet Resort

100000
90489
90000
80899
80000
71300
70000
61071
60000 52105
50000 42506
40000
30000
20000
10000
0
2017 2018 2019 2020 2021 2022
sales

Year (X) Sales (Y) X^2 XY

(2017) 1 42506 1 42506
(2018) 2 52105 4 104210

∑X = 3 ∑Y = 94611 ∑X^2 = 5 ∑XY = 146716

∑X 3
X= = =1.5
n 2

∑ y 94611
y=
n
=
2
=¿ 47305.5

∑ xy −nxy (146716 )−( 2 ) ( 1.5 ) (47305.5)

b= 2 2
= 2
=9599
∑ x −n x 5−2(1.5)

a= y−bx=47305.5−9599 (1.5 )

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 Marketing Plan for Paraiso Islet Resort

a=32, 907

Solution Sales

Year X Ŷ = a + bx projection
2019 3 Ŷ = 32,907 + 9,599(3) P 61,704.00
2020 4 Ŷ = 32,907 + 9,599(4) P 71, 303.00
2021 5 Ŷ = 32,907 + 9,599(5) P 80, 902.00
2022 6 Ŷ = 32,907 + 9,599(6) P 90, 501.00

Forecast demand for the number of customers per month using seasonality

5419

3450 3536

2519 2391 2290

2035
1832 1806
1654 1501
1145
;

;
y

ch

ay

ly
9

s e "19

No 19

9
r

r
be

be
ar

"1

"1

"1

"1
Ju
M
ar

"
m

m
nu

ve
pte
Ja

X Average Average
DEMAND 2017-2018 monthly Seasonal
month 2017 2018 Demand Demand Index
January 40 40 40 55.42 0.72
February 34 38 36 55.42 0.65
March 53 57 55 55.42 0.99
April 117 119 118 55.42 2.13
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 Marketing Plan for Paraiso Islet Resort

May 88 102 95 55.42 1.71

June 26 53 40 55.42 0.71
July 25 25 25 55.42 0.45
August 26 39 33 55.42 0.59
September 43 46 45 55.42 0.80
October 51 53 52 55.42 0.94
November 56 44 50 55.42 0.90
December 75 79 77 55.42 1.39
Total average annual
demand = 665

Average monthly demand = 665/ 12 months = Seasonal index = average 2017-2018month

55.42 demand/average monthly demand

Xages
PERSON percentage
15-19 5752 9.90%
20-24 4843 8.33%
25-29 4215 7.25%
30-34 3851 6.63%
35-39 3583 6.17%
40-44 3198 5.50%
TOTAL = 25,442 43.78%
X 10% =2544

MONTH SOLUTION DEMAND

January"19 2544 x 0.72 1832

February"19 2544 x 0.65 1654

March"19 2544 x 0.99 2519

April"19 2544 x 2.13 5419

May"19 2544 x 1.71 3450

June"19 2544 x 0.71 1806

July"19 2544 x 0.45 1145

August"19 2544 x 0.59 1501

september"19 2544 x 0.80 2035

October"19 2544 x 0.94 2391 16

November"19 2544 x 0.90 2290

December"19 2544 x 1.39 3536

 Marketing Plan for Paraiso Islet Resort

X. ACTION PLAN

Completion Materials & Cost

Start Date Action & Comments
(Estimated) (Estimated)
April 2019 May 2019 Social Media Advertising P 0.00

- Facebook Page
Flyers P 500.00

Poster P 350.00
May 2019 June 2019 Signage P 6,500.00

Flag lets P 2,250.00

Installation of additional
Activities.

Kayak
P 410.00 x 5

= P 2,050.00
Seasonal events Sponsor agent – to every P 2,500.00 x 2

( Pageants and fun winner = P 5,000.00

runs)

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 Marketing Plan for Paraiso Islet Resort

Every Month Maintenance P 2,500 *12

= P 30,000.00

Total estimated cost: P 46,650.00

In our long term plan, when our action plan has been successful, we plan to add

cottages and floating cottages to accommodate all customers. Also we plan to build Bamboo

Bridge and Zip Line to attract more customers.

XI. MEASUREMENT AND MONITORING

Paraiso Islet Resort has several measurement and monitoring activities to implement.

Log-book will be created in order to know and monitor the current and the new customers

and to know their basic information like mandatory Log – in shall be implemented so that we

can monitor the customer. There will be surveys every month to measure the effectiveness of

the promotion. Also, checklist will be implemented to monitor the maintenance and facilities

of the resort.

SUCCESS METRICS

In order to monitor our growth rate or the number of customers, we will track the

number of person who follow our social media accounts.

A. In terms of advertising

 Trace the number of likes and followers in our Facebook page.

 Five star review (5) in Facebook page by the end of the month.

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 Marketing Plan for Paraiso Islet Resort

 Trace and compute sales every month after the advertisement launch then compare to

the previous sales before the advertisement launch.

B. In terms of customer service

 Track the number of customers who visit the resort.

 Trace and compute the sales from their services.

 Track the customer’s satisfaction rate

C. In terms of sales merchandise

 Trace and compute the sales from their inventory.

XII. APPENDICES

The researchers have conducted a survey in order to create a marketing plan.

1. Are you aware of the Paraiso Islet Resort in Palompon?

no; 22.00%

yes; 78.00%

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 Marketing Plan for Paraiso Islet Resort

Out of 100 respondents, 78% answered Yes although we have to repeat the question

add some descriptions about the “Paraiso” in order to know what we are asking about. 22%

of them don’t know where the Paraiso located is.

2. Do you want to go in Paraiso Islet resort?

question 2

no; 30.00%

yes; 70.00%

70% of the population said that they would like to go to “Paraiso” but they usually

don’t have time since their schedule is hectic or they want to have a companion when they go

there. 30% said No they prefer to look other beach resorts that are fully develop and near

from the town.

3. Is the price affordable for you?

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 Marketing Plan for Paraiso Islet Resort

no; 39.00%

yes ; 61.00%

61% of them agreed that the price of Paraiso Islet Resort is very affordable in terms

of entrance fee and their activity like boating. Although 39% answered No, they have

compared it to other beach resort to the range of their cottages like in San Juan beach resort

that have P300.00 the same size of P500.00 in Paraiso.

SAMPLE FACEBOOK ADVERTISEMENT

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 Marketing Plan for Paraiso Islet Resort

SAMPLE FLYERS

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 Marketing Plan for Paraiso Islet Resort

SIGNAGE

PUBLIC RELATION ADVERTISEMENT

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 Marketing Plan for Paraiso Islet Resort

PARAISO ISLET RESORT MERCHANDISE

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Marketing Plan for Paraiso Islet Resort

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