1

Republic of the Philippines

Department of Education

Region VII, Central Visayas

Division of Lapu-Lapu City

SCIENCE AND TECHNOLOGY EDUCATION CENTER

SENIOR HIGH SCHOOL

Basak, Lapu-Lapu City

MARKETING PLAN:

MARKETING MAESTROS

Submitted to:

MS. AISA V. SORONO

Submitted by:

MACHITAR, KYLE IANNE E.

AMODIA, SHARLEMAGNE IRISH R.

CACHO, CRYSTAL MARY P.

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TABLE OF CONTENTS

I. Marketing Background………………………………………………………….………4

A. Overview of the Industry……………………………………………………………….5

1. Market Size

2. Market Trends

B. Market Profile…………………………………………………………………..………..5

C. Environmental Analysis………………………………………………………………...7

1. Opportunities

2. Threats

II. Analysis of Competition

A. Competitive Reasoning…………………………………………………………………9

B. Market share / sales volume / Sales and Profit Trends………………….………..10

C. Strengths and Weaknesses of Competition (in terms of 4 P’s)…………………..12

III. Company Background………………………………………………………………...14

A. Company profile

B. Company / brand strengths and weaknesses analysis

C. Brand consumer profile

IV. Identified Market Opportunity for the product/brand………………………………15

V. Description of the Proposed Target Market………………………………………...16

VI. Marketing Objectives………………………………………………………………….19

A. Overall marketing objectives

B. Specific Objectives and Targets

VII. Overall Marketing Strategy……………………………………………………………21

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VIII. The Marketing Mix

A. Product Strategy……………………………………………………………………….24

1. Product Description/Features/Unique Selling proposition

2. Packaging

B. Pricing Strategy………………………………………………………………………..25

C. Distribution Strategy…………………………………………………………………..26

D. Promotions strategy and Specific Activities………………………………………..27

IX. Three-Year financial forecasts

A. Sales volume/Value Projections…………………………………..…………………28

B. Detailed Marketing budget and Market timetable………………………………….29

C. Income statement……………………………………………………………………...35

X. Attachments/ Appendices………………………………………………...…………..37

A. Documentation

B. Result from the Survey

C. Survey Form

D. Marketing Research

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I. MARKETING BACKGROUND

Break time is sometimes the most awaited part of the day of the students

because they can have a rest and eat at their leisure. Eating is sometimes the haven of

the students that is why the Maestros partnership decided to put up a food stall catering

to what they need, various foods they can choose from including fries, mango, and the

tempura. The fries come in with cheese and ketchup flavour, mango which you can

choose to pair traditionally with salt or shrimp paste, and tempura dipped in the mass

favourite sweet and sour sauce.

The variety of food offered gives satisfaction to the cravings of the students at an

affordable price. Furthermore, it aims to attract the attention and address the wants of

the students in Science and Technology Education Center, Basak, Lapu-Lapu City.

French fries originated from the western countries which are classified as finger

food. It is typically deep-fried potato slices seasoned with various flavours and often

served at cafes and restaurants which the Filipinos also came to love as it is easy to

prepare and tasty. Another finger food known to the Filipino mass is the tempura, which

originated from Japan. It is seafood covered on batter and deep fried; influenced by

fritter-cooking introduced by a Portuguese residing in Nagasaki. It is very familiar to the

people because of being colonized once in the past and tempura makes a great snack

especially during breaks. Lastly, unripe mangoes are very popular especially to kids and

teens who crave sour food. This is much known to Filipino people as there are many

mango trees growing around the neighbourhood, pairing it with shrimp paste or the

usual plain salt makes it an enjoying fruit to eat as well. Due to its abundance as a
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street food, many people have become familiar to it that it does not plant hesitation on

one's mind.

In conclusion, the Maestros have produced significantly high sales in a span of

three (3) weeks due to alignment with the customer’s demands and efficient and

effective marketing.

A. OVERVIEW OF THE INDUSTRY

1. Market Size

The market size consists of all elementary students, junior high school

students, senior high school students, teachers, and even parents. It makes up

197 of elementary students, 146 junior high school students, 298 senior high

school students, teachers and parents. The market size is approximately 641

people.

2. Market Trends

The students, aged 6-18 years old, often seek food items which satisfy

their cravings and street food specifically finger foods being one. Marketing

Maestros offer them the well-known street food in the country at a budget-friendly

price for students.

B. MARKET PROFILE

The products fries, mango, and tempura are prominent to Filipinos

already. It doesn’t need further introduction to the customers. As for the Science
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and Technology Education Center, according to the survey they have tried the

products before and have favoured it as it is affordable.

The Marketing Maestros, the customers are offered satisfying products at

a low price. Consumers that can benefit from our product are more likely to be:

Segmentation Variables and Breakdown of STEC Consumer Market of Maestros

Main Dimensions Variables Breakdown
Geographic Area Size Approximately
Segmentation Climate Hot, Cold
Age 6 years old above
Demographic Sex Male and Female
Segmentation Occupation Students, Teachers
Allowance Php 30 and above
Personality Street food and finger food
lover, controlled
Psychographic Lifestyle Influenced by peer groups,
Segmentation active life, importance of
school, work, and social
life, price oriented
Benefits Sought COMMUNICATION
Nutritional information
about the product
FUNCTIONAL
Healthier than
junk/processed foods
Behavioural Convenient
Segmentation PERCEPTUAL
Good quality
Affordable price
Usage rate Daily use
User status Regular user
Loyalty Medium/Average level (3 of
5)
Table 1: Segmentation Variables and Breakdown of STEC Consumer

Market of Marketing Maestros

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 Junior and Senior High School Students and teachers are the target customers

 The age range of the customers is 6 years old and above because they

commonly patronize affordable street food

 The business caters both sexes, male and female, to benefit from the product

 Students who look for food to satisfy their cravings can avail the products.

However, in a market, it is inevitable to have competitors selling products in the

same line of industry. An example competitor is the cup craze offering fries and drinks

for a price of one, and fries and tempura from the Junior High School canteen.

C. ENVIRONMENTAL ANALYSIS

1. Opportunities

The advantage of Maestros’ products comes in its prominence among the

Filipinos. It is not hard to market as the people are already familiar with the product

and its taste. Its price is also cheap and reasonable, affordable by a student. The

items are also cooked and served overtly and the packaging is environment friendly.

2. Threats

There are many competitors offering food items resulting to variety of choices in

the market. The competitors include the store offering cheese stick, dynamite, black

sambo, mango float, pancakes, banana-flavoured munchkins and pre-established

stores or canteens which have been in the market for several years already. The

place is also a threat as it is not accessible to all the market and vulnerable to

different weather conditions. The variety of flavors offered in the fries and sauce in
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the tempura if not addressed can also pose threat to the business because it has to

cater to the demands of the market.

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II. ANALYSIS OF COMPETITION

A. Competitive positioning

The goal of the product positioning is to create a favourable impression on the

consumer’s mind when purchasing. This can be evaluated through the following

objectives.

a. The product must be according to the people’s choice “pang-masa”.

b. Knowing the consumer’s criteria in buying the product.

c. Innovation of the products produced.

Furthermore, positioning triangle for analysis is also considered.

Target Market

Your Product Competitive Positioning

Figure 1: Market Positioning

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B. Market share/sales volume/Sales and Profit Trends

Start-up Capital = Php 540

DAY SALES EXPENSES PROFIT PERCENTAGAE

(in Peso) (in Peso)

1 530 522 8 1.51%

2 560 487 73 13.04%

3 537 346 191 35.57%

4 530 214 316 59.62%

5 100 54 46 46%

6 1,270 1,059 211 16.61%

7 1,100 393 707 64.27%

8 910 670 240 26.37%

9 430 605 -175 -40.70%

10 640 84 556 86.88%

11 420 167 253 60.24%

12 1,326 526 800 60.33%

TOTAL 8,353 5,127 3,226 38.62%

61% 5.97%

Table 2: Breakdown of Sales, Expenses and Profit

Table 2. Breakdown of Sales, Expenses and Profit

The Table 2 shows the breakdown of the daily sales, expenses, and profit

generated by the Marketing Maestros for the span of 12 days. The start-up
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capital upon opening the business cost for Php540 and the profit generated at

the end is worth Php3, 226, which shows an increase of 5.97% of the capital.

The total cost of expenses in the operation of the business is Php5, 127, which is

61% of the total amount of sales generated that is worth Php8, 353. This implies

that though the profit is enormous, the amount allocated for the expenses is quite

big and it can possibly affect the performance of the business if not controlled.

Day 9 shows decrease of the profit because the expense is higher than the sales

for the reason that the supposed expense for the following days is accumulated

on the same day. The sales volume varies every day, depending on the length of

time of selling, the demands, the weather and special events.

MARKET TREND
100
90
80
70
60
50
40 PERCENTAGE
30
20
10
0
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day 8 Day 9 Day Day Day
10 11 12

Figure 2. Market Trend

Figure 2 presents the graphical representation of the profit trends generated by

Marketing Maestro. The daily profit is accumulated by deducting the daily sales to the

daily profit. To get its part of the percentage the daily profit is divided by the daily sales.
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This represents the profit gain increase consistently excluding Day 9 because of the

existing factor. This means that the demand of the market is high and consistent.

The nature of the business is partnership therefore, all the expenses, sales and

profit will be 33.33% shared by the partners.

C. Strengths and Weaknesses of Competition (in terms of 4’Ps)

Product

Strength

a. The products are new or innovative.

b. The foods are delicious.

c. More attractive food serving.

d. They serve beverages which is not present in our business.

Weaknesses

a. Serving size has small volume

b. Not well known to the customers.

Price

Strengths

a. The price for each product is budget-friendly.

b. It has the same price range with other businesses.

Weaknesses
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a. Some has a quite high price

Place

Strength

a. The food stall is accessible by the consumers.

b. It is positioned in an open area.

c. Some businesses are more mobile, they sell their product around the campus

to make it more accessible to customers.

Weaknesses

a. Competition is prevalent in the market.

b. The area can be overcrowded.

c. There is already a pre-established business which offers the same product.

Promotion

Strengths

a. Advertised product through a digital poster uploaded in Facebook

b. Advertised product through printed poster.

c. Advertised through word of mouth.

d. They have more creative and attractive digital and printed poster.

Weaknesses

a. The product in the poster is lesser than expected

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III. COMPANY BACKGROUND

A. Company profile

Maestros is a food stall managed by three partners named Sharlemagne Irish

Amodia, Crystal Mary Cacho and Kyle Ianne Machitar. These partners equally

represent sales, management, financial, and administration areas. These partners

provided funding from their own savings contributing equally.

B. Company/ brand strengths and weaknesses analysis

Strengths

A. The partnership has enough resources to fund the business’ expenses

B. Effective approaches to the market

C. The well-known products were retained offering familiar twists

Weaknesses

A. Insufficient staff due to its slightly labor intensive nature

B. Strong competition with other stalls offering food items

C. Brand reputation is not yet established

C. Brand consumer profile

Age 6 years old and above

Gender Male and Female

Occupation Students, teachers, parents

Allowance Php 30 above

Table 3: Brand Consumer profile

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IV. IDENTIFIED MARKET OPPORTUNITY FOR THE PRODUCT

The business has a few identified competitors as threats. Most of the competitors

are close substitutes but two of them offer the same products as Maestros. Cup craze

and the stall from the Junior High School canteen offer fries at similar price as

maestros. However, their selling strategy is alternated so the Maestros can take

advantage of the days where the items are not available in their stalls. The maestros

also offer fast service as much as possible to satisfy the customers. additionally, the

Maestros have done door-to-door selling which is advantageous as the students

requested upon the duration of selling.

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V. DESCRIPTION OF THE PROPOSED TARGET MARKET

Segmentation Variables and Breakdown of STEC Consumer Market of Maestros

Main Dimensions Variables Breakdown
Geographic Area Size Approximately
Segmentation Climate Hot, Cold
Age 6 years old above
Demographic Sex Male and Female
Segmentation Occupation Students, Teachers
Allowance Php 30 above
Personality Street food and finger food
lover, controlled
Psychographic Lifestyle Influenced by peer groups,
Segmentation active life, importance of
school, work, and social
life, price-oriented
Behavioural Benefits Sought COMMUNICATION
Segmentation Nutritional information
about the product
FUNCTIONAL
Healthier than
junk/processed foods
Convenient
PERCEPTUAL
Good quality
Affordable price
Usage rate Daily use
User status Regular user
Loyalty Medium/Average level (3 of
5)
Table 4: Description of the proposed target market
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Segment identification: The Maestros to be established in the functional and

perceptual sector.

Segment needs: The product will cater to both physiological needs (cravings and

nutritional value) and social needs (sense of fun and belongingness to a consumer peer

group)

Segment trends: The current trends include avoiding junk foods and promoting

convenience. It is also a current trend to eat finger food or to-go’s as people are getting

busy every moment. It has also been a part of the Filipinos to eat street food as snacks

and sometimes as viand.

Size of the segment (population): Approximately 641 students

Concentrated marketing

Segment 1
Company Segment 2
Segment 3

Figure 3: Concentrated Marketing

The business employed concentrated marketing in targeting customers to cater a

wider group of consumers. It is a marketing approach that is aimed to cater to a specific

range of customers. The strategy needs identifying the target market that is likely to

patronize the products and developing a marketing plan that is unique to that group of

consumers. Concentrated marketing is suggested for small businesses with limited

resources as it does not rely on creation and use of mass marketing, production, or
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distribution to cater to a wide range of potential consumers. The prices of these

products also vary in terms of prices in order to cater to all allowance brackets.

Applying this model in the case of Maestros, the concentration is in elementary,

junior high, senior high students, and teachers. This is best illustrated by the model

below.

Elementary students

Junior High School Students

Maestros
Senior High School Students

Teachers

Figure 4: Concentrated Marketing

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VI. MARKETING OBJECTIVES

A. Overall marketing objectives

Science and Technology Education Center (STEC) is known for having students

who diligently comply with the heavy workloads required by the school. Student’s

schedule is always tight that cause them to be under stress and tend to skip meals. To

replenish their energy, students sought to eating food with convenience. Aside from the

students, the target market also includes the teachers and parents. Thus, Marketing

Maestros delve to meet these objectives by providing products that suits their budget at

affordable prices. The business serves the so-called Filipino food-snacks to become an

instant hit to the target market and to ensure profitability. The business also aims to

enhance customer satisfaction by serving quality and fresh snacks, building customer

relationship and increase sales.

Alongside with the business, Marketing Maestros have faced issues upon

operating in the market:

a. Lack of equipment

b. The location of the stall is not adequate enough

B. Specific Objectives and Targets

Marketing Maestros aims to deliver the best snacks at an affordable price in the

market that at the same time can accumulate Php500 each day as the target sale. If the

target is not meet, the business will sell it room to room to make it more accessible for

the consumers. The business also aims to be at its very best in customer service, to
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always provide the best quality product, to be known in the market and to maintain the

profitability of the business.

Furthermore, the specific objectives are as of follows.

 To serve affordable snacks fitted in the consumers (students, teachers and

parents) budget.

 To provide quality snacks to the consumers.

 To make Marketing Maestro well known in the market.

 To ensure profitability of the business.

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VII. OVERALL MARKETING STRATEGY

The dominant target market for Marketing Maestros is the students. Serving the

prominent Filipino food-snacks at a low price is the weapon to entice the target market.

To raise the profitability of the product, the business ensures great customer

relationship by taking into account their preference and having a quick conversation with

them.

Strategies considered when developing a snack stall include:

a. Visibility – location is a very vital decision to start a business because it will

increase brand awareness and it is one of the indicator about the profitability of

the business. The stall is situated between the two classrooms, a location where

most students will have to pass through to go to the nearby canteen which

actually gains the attention of both the students and teachers.

b. Ease of access – other than the food stall, the business also do deliveries to the

faculty and to every school department (senior high, junior high and the

elementary).

c. Advertising – the product was advertised through social media sites such as

Facebook and Instagram. An attractive digital poster will help entice customer

and build brand awareness. Advertisement was also done through physical

posters and through the word of mouth.

d. Promotional offers – the customers can have their own preference on what

condiments are added to their fries that is being served in a cup for convenience;
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what flavours are added to their manggang hilaw and also; customers can have

their own preference on how their tempura is being cooked.

e. Good quality – serving fresh products is an important factor to consider in

maintaining the quality of the product and loyalty of the customers in a highly

competitive market. The tempura is directly bought from the factory while the

manggang hilaw is bought fresh in the market and the French fries are stored

frozen to preserve.

f. Word of mouth – the business also do the word of mouth advertisement which is

deemed to be more convenient upon introducing and selling the product.

CONTROLS

A. Customer Feedback

Customers have feedbacks on the sweet and sour sauce for the tempura. Some

of the customers want the sauce to be stickier and some wants the sauce to be less

sour. This was due to the followed recipe for the sauce; the business aims to have

consistency of the quality of the sauce. However, most of the target market said that the

sauce was really good. Some requested to have a spicy version of the sauce but unable

to apply the request of the customers due to the expensive price of the chili.

There was also feedbacks about the servings of the French-fries which is

deemed to be less when compared to its price. However, the business thoroughly

reason out that the fries is actually served in a set gram and that the Marketing

Maestros fries is cheaper compared to other stores who sell the same product.
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Regarding the manggang hilaw, there was no much feedback received other

than how delicious the food is and the customers insistence to add more of the shrimp-

paste to the food.

B. Target Market Sales

The business’s target sale for each day is a minimum of Php400. Based from the

sales trend, the business was able to achieve the set target sale.

C. Budgeting

The daily expenses are around Php200. To fit the budget, the raw goods are

purchased in advance for the following days. Some materials like barbeque sticks,

paper trays, plastic bags and paper cups are bought in a low price to fit in the allocated

budget. Ingredients are properly allocated for it to last in a week.

D. Market Share/ Return on Investment (ROI)

In every day’s operation the expected sales that must be returned is 50%. In

result, the Return on Investment (ROI) was achieved during the 4th day of the operation

where the start-up capital was doubled.

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VIII. THE MARKETING MIX

A. Product Strategy

1. Product Description/Features/Unique Selling Proposition

For the first week of the operation, Marketing Maestros serves the people most

favoured food-snack, the French fries and the Manggang hilaw. The food selection is

based on the marketing research the business has conducted prior to the actual selling

and presentation of the product. The French fries are deep fried and each serving

weighs 50grams. It also comes with two different condiments as toppings to add flavour

which is the tomato ketchup and cheese syrup. To preserve its freshness the fries is

remained frozen before it is fried. French fries is known to be a low-carb food, it

contains iron phosphorous, calcium, magnesium and zinc that help build and maintain

bone structure and strength. In general it has fiber, vitamins, minerals and

phytochemicals that can help ward off disease and benefit human health. The

Manggang hilaw is freshly bought from the market and these should not be stocked for

more than two days in the operation

Aside from that, the business also serves Maggang hilaw which are freshly

peeled green mango fruit and then cut into equal sizes. Each serving were topped

depending on the customer preference, the toppings were regular rock salt, spicy salt

and shrimp paste. Manggang hilaw has health benefits such as it helps digestion,

boosts immunity, promotes eye health, lowers cholesterol clears skin and aids weight

loss. Manggang hilaw is also rich in Vitamin A, C and K. To further increase the sales,

the business decides to engage in the market by offering tempura on the second week

of the operation. Tempura is deemed to be the most popular street food in which it is
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fried and dipped with sweet and sour sauce. It also has nutritional values such as

omega-3 which is good for the brain activity and protein for muscle strength. Every

servings for tempura is fresh because it is directly bought from the factory.

All of them are sold in a low price to ensure income. For the convenience of the

customers, the business is also visiting room to room to sell the snacks especially to

those who are busy in their school works.

2. Packaging

The three products served have different packaging:

French fries is served in a paper cup with a cute design enough for the 50 grams;

Manggang hilaw is placed in a plastic bag to make it convenient for the customers;

Lastly, the Tempura is served in a stick if it is sold for Php10, on the other hand if it is

sold for Php20 it is served in a tray.

B. Pricing Strategy

In pricing the product, these factors are considered:

a. Consumer Demand

The business conducted a marketing research in order to know the consumers

demand. The research includes their food preference and their daily allowance

with the portion of their preferred snack budget. This concludes the consumer

demand of the market and became the basis of the business offered product and

prices. The prices of the snack are also compared to the competitor’s prices.
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b. The product lifecycle

As the products were introduced, the maestros learned the advantage of altering

the serving size in the succeeding days. In which, the servings is downsized and

upsized in the following days due to unseen circumstances in the early stage. It is also

the partners’ way of ensuring return of capital to the business.

c. Potential substitutes

The competitor’s stalls offering food items became the possible substitutes of the

product. The main characteristic however is product differentiation.

In addition, the price for every 50 gram serving for French fries is worth Php15. The

serving for every piece of manggang hilaw is worth Php5 and the tempura is worth

Php10 per stick.

C. Distribution Strategy

Direct Channel

Producer Customer

Figure 5: Direct Channel

The Marketing Maestros employed a direct channel distribution strategy because

the business directly sells their product to the customer. Since the business prepare the

snack upon the purchase of the customer, the preparation may take time however, the

business prepare minimal amount of serving in advance to cater large amount of

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customers during class breaks. The sellers also deliver the product personally and sell

the product through door-to-door.

D. Promotions Strategy and Specific Activities

Digital Poster

The product was advertised through social media sites such as Facebook and

Instagram. An attractive digital poster will help entice customer and build brand

awareness.

Physical Poster

The business also provides physical poster placed in the stall for customers to be

aware of the various food available and the prices.

Preference

The customers can choose their own toppings for the French fries, different

toppings for the Manggang hilaw and own preference of frying for the tempura (half-

cooked and or golden brown)

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IX. THREE-YEAR FINANCIAL FORECASTS

A. Sales volume/Value Projections

3,500,000

3,000,000

2,500,000

2,000,000 SALES
EXPENSE
1,500,000
PROFIT

1,000,000

500,000

0
2019 2020 2021

Table 5: Sales volume/Value Projections

The expected sales for a month in 2018 is worth Php12, 000 and the expected

expense is worth Php5, 000 with a profit worth of Php7,000. In the year 2019, the

expected sales will 11.94% which is two times higher than the prior year which is

5.97%. In 2020, the expected sales and profit would be 20% from that of the previous

year and will double in the year 2021.

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B. Detailed marketing budget and market timetable

ACTION PLAN

MARKETING MAESTROS ACTION PLAN for 2018

Person Involve Date to be

Accomplished

Marketing Research Crystal, Kyle and Sharlemagne August 2, 2018

Presentation of the Crystal, Kyle and Sharlemagne September 4, 2018

product

Promotion through FB Kyle and Sharlemagne September 9, 2018

and Instragram

Promotion through September 10, 2018

physical poster

Table 6: MARKETING MAESTROS ACTION PLAN for 2018

MARKETING MAESTROS DAILY ACTION PLAN for 2018

1st Week (September 10-14, 2018)

To do Monday Tuesday Wednesday Thursday Friday

Preparation of Crystal, Kyle and Sharlemagne

the stall and

materials

Cooking of the Crystal, Kyle and Sharlemagne

French fries

Measuring the Crystal, Kyle and Sharlemagne

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french fries

Peeling the Crystal and Kyle

mango

Cashier Crystal, Kyle and Sharlemagne

Buying of the Kyle Crystal and Crystal and Kyle

ingredients Sharlemagne Sharlemagn

Daily Inventory Sharlemagne

2nd Week (September 24-27, 2018)

To do Monday Tuesday Wednesda Thursday Friday

Preparation of Crystal, Kyle and Crystal, Kyle and

the stall and Sharlemagne Sharlemagne

materials

Cooking of the Crystal, Kyle and Crystal, Kyle and

Tempura Sharlemagne Sharlemagne

Serving the Crystal, Kyle and Crystal, Kyle and

Tempura Sharlemagne Sharlemagne

Peeling the Crystal

mango and Kyle

Cashier Crystal, Kyle and Crystal, Kyle and

Sharlemagne Sharlemagne

Buying of the Crystal and Kyle and Kyle

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ingredients Sharlemagn Crystal

Daily Inventory Crystal Crystal

3rd Week (September 21-27, 2018)

To do Monday Tuesday Wednesda Thursday Friday

Preparation of Crystal, Kyle and Sharlemagne

the stall and

materials

Cooking of the Crystal, Kyle and Sharlemagne Crystal

Tempura

Serving the Crystal, Kyle and Sharlemagne

Tempura

Cooking of the Kyle

French fries

Serving of the Crystal, Kyle and

fries Sharlemagne

Cashier Crystal, Kyle and Sharlemagne

Buying of the Kyle Kyle and Kyle

ingredients Sharlemagn

Daily Inventory Crystal

Table 7: MARKETING MAESTROS DAILY ACTION PLAN for 2018

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MARKETING MAESTROS DAILY ACTION PLAN for 2019-2021

Person Involve Date to be

Accomplished

Free taste to wider market Crystal, Kyle and September 2019

Sharlemagne

Promotion through the social Crystal, Kyle and September 2019

media (FB, Instagram and Sharlemagne

Twitter)

Promotion through physical Kyle September 2019

poster

Increase volume of sales Crystal, Kyle and September 2020

Sharlemagne

Update promotion poster in Crystal, Kyle and Every month since

the social media Sharlemagne 2019

Extend product line Partnership October 2020

Create a new stall Crystal, Kyle and September 2021

Sharlemagne

Add other complement Partnership September 2021

product

Table 8: MARKETING MAESTROS DAILY ACTION PLAN for 2019-2021

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MARKETING MAESTROS DAILY ACTION PLAN for 2018

1st Week (September 10-14, 2018)

To do Monday Tuesday Wednesday Thursday Friday

Preparation of Crystal, Kyle and Sharlemagne

the stall and

materials

Cooking of the Crystal, Kyle and Sharlemagne

French fries

Measuring the Crystal, Kyle and Sharlemagne

french fries

Cooking of Crystal, Kyle and Sharlemagne

Tempura

Serving of Crystal, Kyle and Sharlemagne

Tempura

Peeling the Crystal, Kyle and Sharlemagne

mango

Cashier Crystal, Kyle and Sharlemagne

Buying of the Kyle Crystal and Crystal and Kyle Crystal and

ingredients Sharlemagne Sharlemagn Sharlemagne

Daily Inventory Crystal

Table 9: MARKETING MAESTROS DAILY ACTION PLAN for 2018

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BUDGET

The business allotted Php540 for the capital. This amount was used during the

product presentation and actual selling of the product. For each succeeding days, the

business has no additional investment in buying the ingredients.

BUDGET PLAN FOR OPERATION

Presentation of the Product 125.00

Materials and additional ingredients 415.00

Capital 540.00

BUDGET FOR THE VARIOUS FOOD SNACK

FRIES:

Raw French Fries 100.00

Tomato ketchup 25.00

Cheese syrup 70.00

MANGO:

Raw mango 2.00

Shrimp-paste 20.00

Salt 5.00

TEMPURA:

Raw Tempura 115.00

Sweet and Sour sauce 30.00

Others:

Oil 46.00
 35

Total for French fries 218.00

Total for Manggang hilaw 27.00

Total for Tempura 168.00

Table 10: BUDGET

C. Income Statement

MARKETING MAESTRO

Statement of Comprehensive Income (in Peso)

As of September 27, 2018

Net Sales 8,353.00

Less: COGS (Cost of Goods Sold) (4,875.00)

Gross Profit Php3,478.00

Less: Transportation Expense (252.00)

Total Expense (252.00)

Net Income Php3,226.00

Table 11: Income Statement of Marketing Maestros Operation

 36

Three Year Projections (in Peso)

2019 2020 2021

Net Sales 288,000 345,600 483,840

Less: COGS (Cost of Goods (120,000) (144,000) (201,600)

Sold)

Gross Profit 168,000 201,600 282,240

Less: Marketing Expense (200) (250) (300)

Transportation Expense (750) (870) (975)

Cooking Expense (2,300) (3,200) (4,400)

Salary Expense (12,000) (13,200) (14,400)

Total Expense (15,250) (17,520) (20,075)

Net Income 152,750 184,080 262,165

Table 12:Three Year Projections Income Statement of Marketing Maestros

Operation
 37

XI. APPENDICES

DOCUMENTATION

 Digital and Physical Poster

 1st Day of Selling:

French fries and Manggang

hilaw

 2nd & 3rd week of selling:

Tempura
 38

 Marketing Maestros’ Stall

 Production Selling
 39
Result from the Survey

Preferred Food Frequency Ranking

Snacks
Tempura 172 2nd
Hotdog (stick/bun) 133 3rd
Sweet kernel corn 124 4th
Munchkin 106 5th
French fries 173 1st
Fruits
Manggang hilaw 196 1st
Guava 126 4th
Papaya 137 3rd
Singkamas 69 5th
Pineapple 158 2nd
Drinks
Iced tea 137 1st
Gulaman 88 5th
Calamansi 100 4th
Buko 87 6th
Shake 118 2nd
Milo (hot/cold) 112 3rd
Coffee (hot/cold) 63 7th
Viand
Chicken
fried 153 2nd
tinola 73 8th
halang-halang 51 14th
Pork
adobo 107 3rd
nilat-an 196 1st
humba 63 11th
Vegetable
chopsuey 97 5th
baguio beans 62 12th
mongo 92 6th
Processed food
longganisa 53 13th
tocino 87 7th
ham 75 9th
Others
bam-i 104 4th
bihon 68 10th
pancit 51 14th
 40

SAMPLE SURVEY FORM

 41

Republic of the Philippines

Department of Education
Region VII, Central Visayas
Division of Lapu-Lapu City
Science and Technology Education Center
Senior High School Department
Basak, Lapu-Lapu City

Marketing Maestros
Project Proposal

Submitted by:

Machitar, Kyle Ianne

Amodia, Sharlemagne Irish

Cacho, Crystal Mary

 42

Table of Contents

I. Objectives……………………………………………………………….3

II. Research Methodology

Research Design………………………………………………………………………….4

Research Environment………………………………………………………………..4

Research Participants………………………………………………………………….5

Research Instruments…………………………………………………………………5

Research Procedure (Gathering of Data & Data Treatment)…...6

III. Data, Results and Interpretation

Table 1: Customer’s Profile…………………………………………………….....7

Table 2: Preferred Food and Drinks…………………………………….…....9

Table 3: Preferred Prices…………………………………………………………...10

IV. Conclusion………………………………………………………………11
 43

I. OBJECTIVES

The aim of this marketing research is to delve into the possible

preferences of the market, Science and Technology Education Center.

Furthermore, this research also aims to know the following:

a. How much is the customer’s (students) daily budget?

b. What is the ranking of the pre-determined choices of snacks, fruits,

drinks, and viand based on the preference of the customers?

c. Which food and drink is most preferred by the customers?

d. What is the most preferred price for the snacks, fruits, drinks, and

viand?

e. Which among the categories can ensure profitability when

implemented?
 44

II. METHODOLOGY

Research Design

This survey research will utilize the quantitative methods of research

employing the descriptive approach.

Research Environment

The study is focused around the premise of Science and Technology

Education Center (STEC). This research is focused on the different grade

levels inside STEC including the teachers.

Figure 1. Map of Science and Technology Education Center in Basak

road, Lapu-Lapu City, Cebu

 45

Research Participants

The population of this study consist of two hundred fifty three (253)

participants and is composed of: one hundred thirty five (135) senior high

school students of Grade 11 and 12; seventy-five (75) junior high school

students in grades 7, 8, 9 and 10, thirty-four (34) elementary students in

grades 4, 5 and 6, and nine (9) senior high school teachers.

The study utilized the stratified sampling technique in acquiring the

two hundred fifty-three (253) participants.

Research Instrument

This research employs a quantitative descriptive study. The instrument

utilized in this study is the survey questionnaire with 3 parts: (1) Profile, (2)

Price preference, (3) Food and drinks preferences.

The profiling includes the allowance the participants. Meanwhile, the

price preference is answered by checking the blank beside the preferred

price. The third part, food and drinks, is answered by ranking the choices

according to their preferences. Top three preferences for the snacks, fruits

and drinks will be selected and top 5 preferences for the viand will be

selected.
 46

Research Procedure

Gathering of Data

The survey questionnaire was planned and agreed by the members

and was checked and approved by their adviser.

The researchers will self-administer the questionnaire on the ranking

of preference. The questionnaire is developed to collect data in terms of (1)

Profile, (2) Price preference, (3) Food and drinks preferences: (i) Snacks, (ii)

Drinks, (iii) Fruits, (iv) Viand. The preferred food and drinks will be

calculated then interpreted.

Data Treatment

The data gathered will be tallied or classified using:

Simple percentage and table that will show which item is most preferred or

most frequent.
 47

III.TABLES

Table 1: Customer’s Profile

Table 1.1 Number of Customers Participated

Participants Frequency Percentage

Elementary
Grade 4 11 4.34%
Grade 5 8 3.16
Grade 6 15 5.93%
Junior High
Grade 7 30 11.86%
Grade 8 15 5.93%
Grade 9 15 5.93%
Grade 10 15 5.93%
Senior High
Grade 11 75 29.64%
Grade 12 60 23.72%
Teachers
Senior High Teachers 9 3.56%
TOTAL 253 100%
Table 1.1 presents the number of customers participated. Out of 253

customers, 34 customers (13.43%) are elementary students, 75 customers

(29.65%) are junior high school students, 135 customers (53.36%) are

senior high school students and 9 customers (3.56%) are senior high school

teachers.

Table 1.2: Customer’s (students) Daily Budget

Budget Frequency Percentage

Php 0 or not indicated 21 8.61%
Php 10-Php 20 34 13.93%
Php 21 – Php 30 12 4.92%
Php 31 – Php 50 79 32.38%
Php 51 – Php 80 35 14.34%
Php 81 – Php 100 55 22.54%
Php 101 above 8 3.28%
 48

TOTAL 244 100%

In terms of customer’s daily budget, specifically the 244 students

there are 34 students (13.93%) whose daily budget is in the range

between Php 10-Php 20; 12 students (4.92%) is in the range between

Php 21-Php 30; 79 students (32.38%) is in the range between Php 31-

Php 50; 35 students (14.34%) is in the range between Php 51- Php 80;

55 students (22.54%) is in the range between Php 81-Php 100 and 8

students (3.28%) is in the range between Php 101 and above. Moreover

there are 21 students (8.61%) whose daily budget is Php 0 or not

indicated.

Table 2: Preferred Food and Drinks

Preferred Food Frequency Ranking

Snacks
Tempura 172 2nd
Hotdog (stick/bun) 133 3rd
Sweet kernel corn 124 4th
Munchkin 106 5th
French fries 173 1st
Fruits
Manggang hilaw 196 1st
Guava 126 4th
Papaya 137 3rd
Singkamas 69 5th
Pineapple 158 2nd
Drinks
Iced tea 137 1st
Gulaman 88 5th
Calamansi 100 4th
Buko 87 6th
Shake 118 2nd
Milo (hot/cold) 112 3rd
 49

Coffee (hot/cold) 63 7th

Viand
Chicken
fried 153 2nd
tinola 73 8th
halang-halang 51 14th
Pork
adobo 107 3rd
nilat-an 196 1st
humba 63 11th
Vegetable
chopsuey 97 5th
baguio beans 62 12th
mongo 92 6th
Processed food
longganisa 53 13th
tocino 87 7th
ham 75 9th
Others
bam-i 104 4th
bihon 68 10th
pancit 51 14th
Table 2 presents the customers preferred food and drinks. In terms of

snacks: French fries ranks 1st (173), followed by tempura which ranks 2nd

(172), hotdog (with bun/stick) ranks 3rd (133), 4th rank is the sweet

kernel corn (124) and munchkin ranks 5th (106). In terms of fruits:

manggang hilaw ranks 1st (196), pineapple ranks 2nd (158), papaya

ranks 3rd (137), guava ranks 4th (126) and singkamas ranks 5th (69). In

terms of drinks: iced tea ranks 1st (137), shake ranks 2nd (118), milo

(hot/cold) ranks 3rd (112), calamansi ranks 4th (100), gulaman ranks 5th

(88), buko ranks 6th (87) and coffee (hot/cold) ranks 7th. In terms of

viand preference: nilat-an ranks 1st (196), fried chicken ranks 2nd (153),

pork adobo ranks 3rd (107), bam-i ranks 4th (104), chopsuey ranks 5th
 50

(97), mongo ranks 6th (92), tocino ranks 7th (87), tinola ranks 8th (73),

ham ranks 9th (75), bihon ranks 10th (68), humba ranks 11th (63), baguio

beans ranks 12th (63), longganisa ranks 13th (53) and both haling-halang

and pancit is in the 14th rank (51).

Table 3: Preferred Prices

Preferred Price Frequency Percentage

Snacks
Not indicated - -
Php10-Php 15 230 90.91%
Php16-Php 20 18 7.11%
Php21-Php 25 5 1.97%
TOTAL 253 100%
Fruits
Not indicated 2 0.79%
Php3-Php 5 152 60.08%
Php6-Php 10 99 39.13%
TOTAL 253 100%
Drinks
Not indicated 3 1.19%
Php5 - Php10 225 88.93%
Php11-Php15 23 9.10%
Php16- Php20 2 0.79%
TOTAL 253 100%
Viand
Not indicated 2 0.79%
Php10-Php 15 181 71.54%
Php16-Php 20 55 21.74%
Php21-Php 30 15 5.93%
TOTAL 253 100%
Table 3 presents the customer’s preferred prices. In terms of snacks:

230 customers (90.91%) preferred the price range of Php10-Php15,18

customers (7.11) preferred the price range of Php16-Php 20 and 5

customers (1.97%) preferred the price range of Php21-Php 25. In terms

 51

of fruits: 152 customers (60.08%) preferred the price range of Php3-Php

5 and 99 customers (39.13%) preferred the price range of Php6-Php 10.

Moreover, 2 customers (0.79%) did not indicate their preferred price. In

terms of drinks: 225 customers (88.93%) preferred the price range of

Php5-Php 10, 23 customers (9.10%) preferred the price range of Php11-

Php15 and 2 customers (0.79%) preferred the price range of Php16-

Php20. Moreover, 3 customers (1.19%) did not indicate their preferred

price. In terms of viand: 181 customers (71.54%) preferred the price

range of Php10-Php15, 55 customers (21.74%) preferred the price range

of Php16-Php20 and 15 customers (5.93%) preferred the price range of

Php21-Php30). Moreover, 2 customers (0.79%) did not indicate their

preferred price.

IV. Conclusion

The market’s most prominent budget range from Php 31-50. On the

other hand, the most preferred snack is the French Fries (10-15), from the

fruits is the Manggang Hilaw (3-5), from the drinks is the Iced Tea (5-10),

and from the viand is Nilat-ang Baboy (10-15). We therefore infer from the

results that this items can be profitable and in demand based on the

preferences of the market but market share should be considered.