Final Marketing Plann
Final Marketing Plann
Final Marketing Plann
(History)
There are a lot of goods and products sold at a sari-sari store. It may be a small
enterprise but combining the millions there are all over the country, these sari-sari
stores serve as a "backbone" of the economy since it serves as a catalyst for
entrepreneurship at a barangay or town level. The usually product sold in Sari Sari
Stores are home utilities, toiletries, junk foods, and candies that cost less than five
pesos.
Filipinos known as sweet lover. As majority, their favorite is the choco peanut candy
which has been dubbed as one of the best comfort food. This "humble" candy brings a
sense of pride and ownership since it is "invented" in the country. Much like dinuguan,
halo-halo, and halayang ube, peanut chocolates cannot be found anywhere else in the
world. It is our own version of a homegrown, Pinoy chocolate candy. And sari-sari
stores are only too happy to carry this peanut chocolate.
Choco Mani, was one of the more popular peanut choco candies in the country,
manufactured by Candyline Food Manufacturing Corporation, has maintained little
changes from the original process and formulation.
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Six years ago when Choco Mani was first conceptualized, It’s founder knew they could
not find a machine to manufacture the product. This being the case, they hired several
experts to customize a machine that they can use to produce Choco Mani.
Choco Mani is made from Grade A ingredients carefully selected and blended to
perfection. Enjoy the full flavor and rich tasting duo of chocolate and hi-grade roasted
peanuts. Each piece of Choco Mani is machine-packed in a foil and then semi-
permeable plastic. Machine packing in itself adds to the quality of the product by
decreasing the chances for contamination. Choco Mani coins are even pillow-packed.
This allows for a more hygienic product.
Year passed, Choco Mani drop its net sale because lot of competitors arrived. Lot of its
competitor become famous and people forgotten the delicious taste of Choco Mani.
Before, Choco Mani can easily notice in the market and can buy in any supermarkets.
But now, Choco Mani is slowly forgotten and difficult to find in the market.
The manufacturer of Choco Mani, Candyline Food Manufacturing Corporation sold this
product to its sister company which is Heavenly Sweet. The former manufacturer seems
to visualize greater opportunity to innovate this product and to be well-known in the
market. Heavenly Sweet Co. want give much better public image to the market that will
surely attract customers.
The taste of peanut chocolates years ago is slightly replaced its formulation. Choco
Mani was once become famous way back 90’s. Knowing that a one person know this
product is an indicator that he/she born in that era.
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TABLE OF CONTENTS
I. EXECUTIVE SUMMARY…………………………………………………………………..5
II. SITUATIONAL ANALYSIS…………………………………………………………….….6
MARKET SUMMARY
A. TARGET MARKET…………………………………………………………………....6
B. MARKET DEMOGRAPHICS…………………………………………………...…....6
C. BEHAVIOURAL SEGMENTATION……………………………………………....…7
D. MARKETING NEEDS…………………………………………………………………7
E. MARKET TRENDS………………………………………………………………...….8
F. SWOT ……………………………………………………………………………...…..9
G. MARKET GROWTH…………………………………………………………………..10
H. COMPETITORS……………………………………………………………………….12
I. PRODUCT OFFERING……………………………………………………………….13
J. KEY TO SUCCESS…………………………………………………………………...13
A. BRANDNAME………………………………………………………………………...14
B. PACKAGING………………………………………………………………………….14
C. MARKET BASED MISSION STATEMENT ………………………......................15
D. PRODUCT POSITIONING/ UNIQUE SELLING PROPOSITION……………….16
V. PRICING STRATEGY……………………………………………………………………16
A. ADVERTISING…………………………………………………………………………17
B. PUBLIC RELATIONS……………………………….………………………………...19
C. CONSUMERS SALES PROMOTION……………………………………………….20
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D. DIGITAL MARKETING……………………………………………………………20
REFERENCES……………………………………………………………………………..27
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I. EXECUTIVE SUMMARY
Peanut Better provide lots of health benefits like it will lessen the
stress of people and also it lowers the risk of having a heart attack at the
same time it is good on building up our energy and gives satisfaction to
our target market, kids. Our product will also provide everyday unique
taste of satisfaction for every bites of Peanut Better product. Other
customers seem that Peanut Better is similar to other chocolate candy, but
Peanut Better will give the unique taste and delight to every customers as
they taste high quality peanut- chocolate candy.
MARKET SUMMARY
A. TARGET MARKET
B. MARKET DEMOGRAPHICS
VARIABLES
STATUS Single
OCCUPATION Students
LOCATION
Urban and rural places
Density
Philippines
Geographic
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C. BEHAVIORAL SEGMENTATION
D. MARKET NEEDS
Peanut Better is a nutritious food, easy to buy and fun to eat with
your friends and family. It is made from grade A ingredients added with
powdered milk that carefully selected and blended to make a perfect and
nutritious kinds of chocolate nuts. It is a duo flavor of chocolate that are
made from a good quality of cacao bean and groundnut or peanuts. We
can get lots of nutrients in this product which can help maintain good
health for children as well as teenagers and adults. Chocolate contains
iron that are responsible for blood reproduction, magnesium that helps
maintain normal nerve and supports a healthy immune system, and
calcium for a strong bones and teeth. Peanuts that contains vitamins
niacin or vitamins B3 that boost brain function and helps lower cholesterol
and pantothenic acid or vitamin B5 that can convert the food you eat into
energy. Each piece of Peanut Better is machine-packed in a foil and semi-
permeable plastic and also packed as bundle in a presentable box, that
adds to the quality of the product that decrease the chances for
contaminations for the healthier eating of everyone.
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This product will surely fit for the children who love sweet foods and
also for the adults specially for a health conscious.
E. MARKET TRENDS
F. SWOT ANALYSIS
STRENGTH
Made of tasting chocolate and hi-grade roasted peanuts and
Grade A ingredients to ensure a good quality product
Affordable price
New innovate
Highly efficient, low-cost manufacturing
WEAKNESSES
Lots of competitors arrived
Can cause dental problems with chocolates consumption
Isn’t available in all markets
Product forgotten because of other new product
OPPORTUNITIES
Chocolate flavored product
Customers want to richer products or changing taste
Social Media can be used for great exposure
Can improve net sales by using effective advertisement
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THREATS
New brands are entering
Existing brands are introducing new variants of product
G. MARKET GROWTH
H. COMPETITORS
Direct Competitors
ANNIE'S HANY MILK CHOCOLATE line has the best impact that can be
seen throughout the world. It is comprised from high grade Philippine
peanuts, blended with fine sugar, high quality chocolates and powdered
milk. Hany comes in a thumb sized bar and crown shaped coin.
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BARNUTS is made with the perfect blend of premium cocoa and finest
ground peanuts to create that deliciously creamy, chocolatey and nutty
goodness. A true indulgence for all choc-o-peanut connoisseurs. Bite-
sized peanut brittle candy made with loads of crunchy nuts, its sweet
buttery coating adding delight to your snacking experience.
Indirect Competitors
J. KEY TO SUCCESS
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contrary to what companies may think, people still tend to lean on the
familiar — the comfort in knowing a food product before buying it. They
may at times be adventurous in their choices, but they will often prefer the
familiar. It is good for the company to give familiar product to the
customers but it is just not like that. Be familiar but different.
III. OBJECTIVES
FINANCIAL OBJECTIVES
To provide high quality of peanut chocolate added with
powdered milk in a budget friendly price
MARKETING OBJECTIVES
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IV. PRODUCT STRATEGY
B. PACKAGING
Our product comes with two packaging. One is the individual packaging
contain a bite of our product Peanut Better. The second one is the bundle; it is in
the presentable packaging contain 32 pieces of Peanut Better chocolate.
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PACKAGING PER UNIT PACKAGING PER BUNDLE
Peanut Better aims to provide not only ordinary but a sweet delight with
the perfect combination of high quality chocolate and peanut that will truly bring
joy and satisfaction on the faces of the customers.
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ingredients which have health benefits and it keeps on maintaining the balance of
customer’s health and feelings. Peanut Better will surely satisfy the cravenness
of every Filipinos and at the same time they stay healthy.
V. PRICING STRATEGY
Figure # 2. Table for cost based pricing per bundle (32 pieces)
The illustration above shows the formula on how the company came up
with the selling price. The company used Cost Based Pricing because it is a
pricing method used to maximize its profits. Cost-based pricing involves
calculating the cost of the product, and then adding a percentage mark-up to
determine price
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VI. DISTRIBUTION STRATEGY.
A. Advertising
a) Advertising Objectives
The Heavenly Sweet Peanut Better aims to sell a high quality peanut chocolate
to its target consumers that will surely bring joy to their faces and to increase its
sales so Peanut Better will be well known in the market.
b) Advertising Message
The Peanut Better aims to deliver a message to all the consumers. This product
of Heavenly Sweet is a high quality peanut chocolate that you will enjoy every
time. It will provide the consumers the unique taste of peanut that they will surely
love.
c) Advertising Media
The Heavenly Sweet aims to introduce their product Peanut Better through the
use of social media sites like Facebook and Twitter. Where the people will enable
to know and see that our product exist. Giving free taste to the market will also
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help the product to promote itself to the consumers for them to know the sweet
and delightful taste of Peanut Better.
d) Advertising Material
The Heavenly Sweet used advertising materials such as posters. With these
strategies it will advertise the product in a budget friendly expense. It will help to
easily promote the product in different places. It also used as an attraction to
captivate customers interest to the newly innovate product.
TWITTER ACCOUNT
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FACEBOOK PAGE
B. Public Relations
b) Promotional Material
C. Most of the consumers interested to an appealing and artistic posters. Through
this, it will captivate lot of consumer and help to promote and to engage public
relationship to other people. In addition, sponsorship on children’s evets on
schools or other places can help to promote the product. Such as having own
booths or stalls with Peanut Better’s mascot and be the major sponsor might be
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a great opportunity to catch the attention of the target markets. This is another
chance for the product to have a good image in the public market.
E. Digital Marketing
The advertisements of Peanut Better are by using social media because a lot of
people have their own Facebook and Twitter accounts. In this way we can
promote the product and be popular in just a short span of time. The consumers
that already bought and taste the product may give their comments about it,
whether it is good or bad. So with this the Peanut Better will be known just by the
review and recommendation of the consumers, there is no need to spend a lot.
POSTERS LAYOUT
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VIII. PROPOSED BUDGET
Peanut Better
Sales Budget
For the year ended December 31, 2020
Sales Forecast
800,000
700,000
600,000
500,000
400,000
300,000
200,000
100,000
0
Quarter 1 Quarter 2 Quarter 3 Quarter 4
Sales Forecast
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Peanut Better
Production Budget
For the year ended December 31, 2020
Peanut Better
Cost per piece
Materials Cost per Piece
Roasted Peanuts 0.07
Sugar 0.03
Maltoaxtrin 0.05
Corn Starch 0.03
Whey Powder 0.05
Cocoa Powder 0.05
Vanilla Flavor 0.05
Aluminum Foil 0.03
Product Cover 0.07
Powdered Milk 0.07
Total 0.50
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Peanut Better
Peanut
ManufacturingBetter
Overhead Budget
Peanut Better
Direct Material Budget
For Direct
the year LaborDecember
ended Budget 31, 2020
Quarter1 Quarter 2 Quarter 3 Quarter 4 Total
For the year ended December 31, 2020
Indirect Labor 30,000 30,000 30,000 30,000 120,000
Indirect Materials Quarter 1 5,000
5,000 Quarter 2 Quarter
5,000 3 Quarter
5,0004 Total
20,000
Budget
Depreciation Production Quarter 1 Quarter 2 Quarter 3 Quarter 4 Total
Required
(unit)
Expense- Production 979,200 1,163,520 1,393,920 1,624,320 5,160,960
(unit)
Equipment
Pieces per unit 750979,200 1,163,520
1 750 1 1,393,920
750 1 1,62,320
7501 5,160,960
3,0001
Direct
Depreciation Labor hours per
Budget Products in
unit
Expense- 0.00083 0.00083 0.00083 0.00083 0.00083
pieces 979,200 1,163,520 1,393,920 1,624,320 5,160,960
Total
Machinery Direct Labor
Add: Desired Ending 12,500 12,500 12,500 12,500 50,000
hours
Factory needed
Utilities
inventory 812.736
15,000 58,17615,000 965.722 1,156.954
69.696 15,000
81.216 1,38.186
15,000
92,736 4,283.598
60,000
301,824
Employee’s
Direct Payroll
Labor
Total: Direct cost per hour
Materials 37.5 37.5 37.5 37.5 37.5
Contribution
Total
Need Direct Labor unit 1,860 30,77.6 1,860
1.037,376 36,214.575 1,860 1,860
3,385.775 1,717.056
1,233,216 1,475,136 50,556.975 7,440
128,041.925
5,462.784
Transportation In 500 500 500 500 2,000
Less: Beginning Inventory 0 58,176 69,696 81.216 209,088
Total Manufacturing 65,610 65,610 65,610 65,610
Required Material
Overhead 65,610
Purchase 1,037,376 1,175.040 1,405,440 1,635,840 5,253,696
Less: Depreciation
Cost per pieces
Expense 13,250 0.5013,250 0.50 13,2500.50 0.50
13,250 0.50
53,000
CashMaterial
paid forPurchase Cost 52,360518,68852,360587,520 52,360
702,720 817,920
52,360 2,626,848
209,440
Manufacturing
Overhead Desired of ending inventory = 5% of next quarter’s budget Product in Piece
Desired of ending inventory = 5% of current quarter’s budget Product in Piece
Peanut Better
Sale and Administrative Expense Budget
For the Year Ended December 31, 2020
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Total Sales and 234,750 234,750 234,750 234,750 939,000
Administrative Expense
Peanut Better
Statement of Cost of Goods Sold
For the Year Ended December 31, 2020
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Peanut Better
Income Statement
For the Year Ended December 31, 2020
Sales
Cost of Sales P 4,815,360
Cost of Sales
Finished goods, beg. P 0
Add: Cost of Goods 3,179,041.93
Manufactured
Goods Available for Sale 3,179,041.93
Less: Finished goods, end 292,032
Cost of Sales 2,887,009.93
Gross Profit P1,928,350.07
Operating Expense
Selling Expense
Delivery Expense P 96,000
Advertising Expense 100,000
Administrative Expense
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REFERENCE:
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