CENTRAL LUZON STATE UNIVERSITY

College of Agriculture
DEPARTMENT OF AGRI-MANAGEMENT

NESCAFE
(Coffee Beans)

MARKETING PLAN

Justine Claire P. Nera

BSAb 3-1

Jairus Jesse Tubal

Professor, AGBUS 3215

December 2022
 Introduction

Coffee is one of the most well-liked beverages all over the world, and this is

undoubtedly the case in the Philippines, where it is estimated that eight out of ten

persons drink an average of 2.5 cups of coffee each and every day. Consumption of

both quick coffee and specialty coffee has been on the rise in the country in recent

years. As a result of the significant rise in the frequency with which Filipinos purchase

and consume coffee, the country has been reclassified from one of the world's most

moderate coffee consumers to one of the world's most heavy coffee consumers. Their

go-to coffee purchase is a soluble mix that combines coffee, sweetener, and creamer

into a single package. This mix is known as a 3-in-1 coffee mix.

It is widely held that Franciscan Friars were responsible for bringing the first

coffee tree to the Philippines in the year 1740, which is when coffee is thought to have

been brought to the country for the first time. The cultivation of coffee spread throughout

Batangas, and Lipa eventually became the coffee center of the Philippines. Within a

century, the Philippines were exporting their coffee all over the world, including to the

United States of America. Shortly after the Suez Canal was opened, these exports

quickly spread throughout Europe.

It is thought that by the year 1880, the Philippines had become the fourth-largest

exporter of coffee beans. In point of fact, when the outbreak of coffee rust that began in

Ceylon and spread throughout the region, the Philippines was the only country that

exported coffee beans. However, the coffee rust affected this area as well. By the year

1890, all of the coffee trees in Batangas had died as a result of the fungal infection.
Although some coffee is being grown again in the Philippines, the country has never

really returned to the heights it once achieved in terms of coffee production due to the

fact that many wealthy coffee growers and landowners converted their decimated coffee

plantations to the cultivation of sugarcane.

There are four distinct types of coffee beans, which are referred to as Liberica,

Excelsa, Robusta, and Arabica. Each of these types has its own unique set of ideal

growing conditions. The Philippines is one of only a handful of nations in the world that

grows all four varieties of coffee, and it is in the center of The Bean Belt, which is a zone

of fifty countries that stretches across the equator and has optimal conditions for coffee

cultivation.

The Philippines, much like the majority of other coffee-consuming countries

throughout the world, possesses both low-cost and high-quality coffee options for

consumers to choose from. Additionally, the consumption of coffee is not restricted to a

particular age range or to people who have achieved a certain level of expertise in the

coffee industry. Approximately ninety percent of homes have at least some coffee

stashed away somewhere in their pantry or cupboard.

Similarly, the figures reveal that throughout the pandemic, people all over the

world consumed the same amount of coffee in the morning but less coffee in the

afternoon. Whatever the reasons may have been, the pandemic had a significant impact

on the amount of coffee that was consumed in the Philippines. In 2019, before the

pandemic struck, coffee consumption was equivalent to 3.4 kilograms per person;

hence, 2020's figure of 3.05 kilos represented a 10% decrease on the previous year's
total. Over the course of the previous two years, there has been a substantial shift in

coffee consumption. People have been drinking more of their favorite beverages at

home as a result of the covid lockdowns; nevertheless, this has resulted in coffee

farmers being unable to harvest all of their crops. In spite of this, Filipinos consumed the

equivalent of 3.05 kg of coffee per individual in the year 2021.

Nescafe is considered to be one of the most popular brands of coffee available in

the Philippines. Because it is a well-known and respected company on a global scale,

many people drink coffee produced by this company. The lengthy and illustrious history

of the Nescafe brand has been expertly crafted into the delicious coffee that you are

currently sipping. Nestle was presented with a challenge in the year 1929 to assist in

the preservation of the surplus coffee beans that had been produced in Brazil as a

direct result of the Wall Street Crash. This presented an opportunity for Nestle to launch

Nescafe. Their coffee expert, Max Morgenthaler, and his crew were given a challenge:

make a nice cup of coffee by only adding water. The group put forth a lot of effort to

figure out how to produce instant coffee that would keep the natural flavor of the coffee

intact. 1938 was the year in which they discovered the solution, which led to the

establishment of Nescafe. The first three initials of the company Nestlé were taken and

combined with the word "café" to create the brand name Nescafe, which quickly rose to

prominence as the industry standard. On the first of April in 1938, it was shown for the

first time in Switzerland, and it was anticipated that it would be an enormous success

throughout Europe. However, as a result of World War II, it took a little bit longer than

anticipated for it to become popular. However, not long after the war's conclusion,

Nescafe began to be distributed in countries such as the United States of America,

Great Britain, and France. Because Nescafe was a consistent component of their food

rations, the American armed forces were able to play the role of brand ambassadors

throughout Europe. This fact may come as a surprise to some. The rest of the 1940s

saw a consistent rise in Nescafe's popularity, which continued throughout the decade.

These days, there is a wide selection of Nescafe available in a wide range of

flavors to cater to consumers' preferences all around the world. They have revered the

country of origin of coffee ever since they opened their doors in 1938, and they have put

in a lot of effort to make sure that the absolute best is served to their customers.

The distinctive procedure for making Nescafe begins with the selection of green

coffee. In order to guarantee the highest possible level of quality, each stage of the

manufacturing process is subjected to stringent controls and close supervision. After the

green coffee has been blended, the beans are next roasted at the appropriate

temperature in order to obtain the desired flavor and fragrance profile. After that, the

beans are ground, and then the coffee is brewed. The coffee extract is next subjected to

an evaporation and drying process, which transforms it into granules or powder; this is

the coffee that is utilized in the production of a cup of Nescafe that leaves the drinker

feeling satisfied.

Market Situation

One of the most consumed beverages in the entire world is coffee. There are

others who believe that, second only to water, it is the liquid that is consumed the most

over the world. Caffeine, which is included in coffee, is known to deliver an energizing

boost, and the richness and aroma of the beverage that contains it complement this
effect. The coffee industry will constantly work hard to fulfill their customers'

requirements. Since the company's inception, Nestle has been hard at work developing

a wide range of products, one of which is coffee. 1938 was the year that the company

developed and introduced one of its most important products, which was called

Nescafe. Nescafe has since become a well-known brand name, even on a global scale,

and the company has developed strategies to ensure that customers continue to think

of them first whenever they consider coffee. Nescafe has cemented its position as the

world's preeminent leader in the instant coffee business, holding a market share of 56

percent. The word "coffee" is often considered interchangeable with the brand name

Nescafe. More than 180 nations around the world sell Nescafe, and around 5,500 cups

of the beverage are drunk every single second.

Occupants/ Customer Persona

Because Nescafe is considered to be a convenience product, it is available to

absolutely everyone. In 2010, 80% of Nestle, the parent company of Nescafe's sales

came through supermarkets, grocery, convenience stores, drugstores, sari-sari stores,

and other facilities of a similar nature, indicating that the product is available even in the

more remote regions of the provinces (Philippine Coffee Industry Road Map, 2022).

Consumers of coffee are Nescafe's primary target demographic; in particular, the

company focuses on targeting those in Nueva Ecija who are looking for less priced

alternatives to traditional coffee. According to PhilAtlas's estimates from the 2020

census, the population of Nueva Ecija has reached 2,310,134 people. This represents

2.12% of the total population of the Philippines, and approximately 80% of the

population consumes coffee. This reflects the vast number of people who drink coffee
on a daily basis, which is one of the primary focuses of Nescafe. Another primary focus

of Nescafe is the global market. In addition, the demographics of the target market

include people from different socioeconomic classes, such as farmers, students, and

office workers.

Objectives

Coffee's prominence in today's popular culture reflects its meteoric rise in

prominence in modern times. Coffee is one of the few beverages and items that almost

everyone is conversant with, consumes, and has an interest in, regardless of the time of

day. In addition to being a significant factor in driving economic activity, it is also one of

the most actively traded commodities on a global scale. Agriculture is the principal

source of subsistence in Nueva Ecija because of the province's topography, which is

dominated by agricultural land on all sides save for a few small pockets. Coffee is

typically the first beverage of the day for most of the farmers. In light of the foregoing,

drinking coffee in the convenience of one's own home while avoiding the effort of

making it is made possible through the use of instant coffee. Coffee is a popular

beverage among students as well as office professionals since it can be easily

consumed on the commute to and from school or work. In addition, when hosting guests

in the majority of the provinces of the Philippines, it is customary to offer them coffee to

drink while they converse with one another. This is done in order to make them feel

more at ease.
Objects

There is also the reality that the majority of coffee enthusiasts, particularly

Filipinos, got their start with instant coffee, which adds one more element to the story.

Because it is simpler for customers to prepare a coffee that has all three flavors in a

single cup, they have only themselves to blame. To get things rolling, all you truly

require is some hot water. Additionally, instant coffee in the Philippines is highly

affordable and can be purchased virtually anywhere, both of which contribute to its

status as the type of coffee that the vast majority of Filipinos choose to drink.

Occasions

Coffee use has evolved into a fundamental aspect of daily life in the Philippines.

There is no set time during which one must consume coffee. They drink it first thing in

the morning, during their snacks, and even later in the evening. The majority of the

families' shopping lists contained at least one item for instant coffee. Because of how

affordable and convenient instant coffee is, it is not uncommon for people to keep some

on hand in their homes and offices. Additionally, you can buy instant coffee at almost

any grocery, convenience, or retail store. When a person's stock runs out or whenever

they get the want to, they can easily purchase out of their position.

Operation

The process that one goes through in order to make a purchase is referred to as

the consumer purchasing process. This process consists of six stages or steps, which

are as follows: determining what you need and what you want, searching for
information, considering your choices and options, deciding what to buy, and lastly

determining how successful the purchase was.

The first thing a consumer needs is a cause to believe that he or she needs

something, wants something, or wants to be in a scenario that is different from what

they are in right now. However, the truth is not the same as what you desire to happen.

At this point, marketeers have the ability to make a potential customer want or need a

product or service by demonstrating how the product or service satisfies a requirement

that the potential consumer was previously unaware that they possessed. The process

of looking for information begins whenever an issue or a requirement has been

recognized. Nescafé will now present themselves to the customer in order to persuade

them that they are an excellent option. This provides the brand with an increased level

of credibility, and sales promotions can assist bring in new customers who may be

interested in purchasing a product like Nescafé, which is already well-known. The third

stage is to investigate various possibilities, of which Nescafé offers a great deal. The

choice to actually purchase something is the fourth and possibly most essential stage.

The consumer at this point has investigated all of the several avenues that may be

taken to make a purchase, and they are currently debating whether or not to make a

purchase. At this juncture, Nescafé might strengthen its marketing by reminding

customers of its lengthy history in the coffee industry and the reasons why it has always

been a good choice when purchasing coffee. After the purchase comes the final phase

of the process, which is an evaluation, during which the consumer is tasked with

determining whether or not he or she is satisfied with the option selected. At this
moment, the buyer has three options: they may either return the product, keep it, and

only buy it from this point forward, or become a devoted admirer of the brand.

Organization

According to the findings of an online poll conducted by Nielsen, Filipinos are

more likely to continue purchasing products from well-known companies and to

purchase items that include free presents. According to the survey, almost 77 percent of

Filipinos responded that in most cases, they had preferred manufacturers and product

categories in mind before making a purchase. This is higher than the average of 67%

for the entire world as well as the average of 69% for the Asia-Pacific region. One

further component is the preference for coffee held by friends and family. When a

student sees a fellow student in class with a cup of coffee, his or her immediate reaction

is to inquire about the variety of coffee and the location from where it was purchased.

The consumer's choice of whether or not to buy a product can be significantly

influenced by the quality of the promotion and marketing plan that is employed.

Supplier

Over 180 countries across the world sell Nescafe. Nescafe has its own

distribution network that reaches every corner of the United States, and this is how the

company sells its products. They operate their very own distribution channel, which is

also the one that they utilize to distribute their items. Everywhere we shop, from the

grandest department shops to the tiniest sari-sari stores, we may find Nescafe products

to buy. On the other hand, you won't find the premium things nearly as frequently as the

basic ones.
 Marketing Issues

a). Opportunities- Customers are not able to purchase Nescafe coffee directly from the

company; rather, potential distributors, such as supermarkets or large wholesalers,

must submit an application in order to become Nestle distributors. After conducting

research on the company and determining whether or not it will fulfill Nescafe's

requirements, Nestle will decide whether or not the two companies will be able to enter

into a business relationship and work together. This demonstrates that Nestle is very

involved in the corporate market. If we were to characterize the market that Nestle

operates in, it would look something like this: We can only link potential distributors who

have a significant market share and offer Nestle's product directly to distributors if they

have a large market share. The following are the opportunities of these business:

● One of the opportunities that we find is the increasing the number of night jobs/

shift jobs around the chosen area. The income of people is constantly on a rise

and they tend to move towards premium taste which is coffee in the beverage

category. So they have a potential customer base who might want to move

towards this drink.

● Flavored hot and cold coffee drinks are becoming popular resulting to growing

demand for premium coffee products.

 ● Tie-up with other company and stores to provide Nescafe. It can tie-up with

different corporates, educational institutes and other public enterprises to gain

market share and drive profits.

b). Threats- When starting a business, you will inevitably face challenges; therefore,

you must always be prepared for any and all scenarios. This company gave careful

thought to all of the potential dangers it could encounter in the future.

● To begin, customers who are watching their spending choose to purchase store

brands from grocery stores. Second, customers may have the impression that

drinking instant coffee is uninteresting, as well as there are people who did not

drink coffee.

● The second factor is that consumers' demands for ethical, environmentally

responsible, and fair-trade products may necessitate pricey adjustments to the

production and processing methods. In addition to that, variations in the coffee

process as a commodity can lead to higher pricing on the shelf of supermarkets,

which may be difficult for customers to comprehend.

● Pricing wars and the cannibalization of other companies occur when a producer

of a product introduces a new product that competes directly with an existing one

on the market, causing the existing product's sales volume or market share to

decrease.

Marketing Objectives
The following are well stated, measurable marketing goals for Nescafe Coffee. It sets

defined objective within a given time span.

● To consistently serve the customers the best treatment and provide best quality

coffee.

● To make the product known amongst parents (buyers) and children (consumers).

● To capture the loyalty of our customers which is from Nueva Ecija by maintaining

the consistency of the quality of our product.

● Given that Nestlé is the market leader in this industry, we are aiming for the

gross sales of our product to reach at the very least P 2 million pesos within a

year in Nueva Ecija.

● To increase sales for Nescafe by 10% within 5 years in Nueva Ecija.

Marketing Mix (4 P’s)

The Product – Nescafe has a vast array of items, the primary purpose of which is to

satiate the taste buds of our customers. After sampling the coffee, we make it a point to

ensure that every type of person who enjoys coffee is left feeling content. The marketing

mix goods strategy employed by Nescafe consisted of the company's introduction of a

variety of coffee mixes. Additionally taken into consideration is the demographic

requirement of the customers. The firm offers a variety of mixes, including Nescafe

Original, Nescafe Creamy White, Nescafe Berry Mocha, Nescafe Creamy Latte, and

Nescafe Coco Mocha. Additionally, we provide espresso as well as Nescafe Blend and
Brew Espresso Roast. This should be sufficient to illustrate the breadth of Nescafe's

product offerings. They ensure that every variety of coffee enthusiast is pleased with the

company's offerings and that we cater to practically every type of coffee lover.

In order to cater to the wide range of age ranges that exist in the Philippines, we

provide a wide variety of 3in1 flavors. As an illustration, we provide Nescafe classic to

those who are older, whereas those who are younger are more likely to choose Nescafe

Mocha or Nescafe Creamy Latte.

Figure 1. The Product and its packaging

PRODUCT DESCRIPTION
➢ Nescafe Original

Coffee mixes let you enjoy the same authentic taste and aroma of coffee with just the

right balance of creamer and sugar every time.

➢ Nescafe Blend and Brew Espresso Roast

Get that “coffee kick” you crave for while savoring in rich flavor like never before.

Nescafe Blend and Brew Espresso Roast is an exquisite full-bodied coffee with the

taste of perfectly roasted beans.

➢ Nescafe Berry Mocha

A berry yummy mix of freshly brewed coffee, creamer and sugar. Nescafe Berry Mocha

is the ideal companion for your every first!

➢ Nescafe Brown N’ Cream

It has the delicious blend of NESCAFÉ, creamer and distinct sweetness of brown

sugar that gives it a unique caramel taste.

➢ Nescafe Creamy White

A dreamy blend of freshly brewed coffee and Nestle milk. Nescafe Creamy White

brings you satisfyingly tasty coffee in a snap – for whoever the company or whatever

the occasion.

➢ Nescafe Choco Mocha

A MochaKaiba blend of freshly brewed coffee, creamer and sugar. Nescafe Coco

Mocha is a brand new take on the Nescafe coffee experience you’ve come to know and

love.

Place of Distribution – When deciding where to locate a business, it is important to

take into account all of the potential commodities or items that could be marketed, as

well as the distribution networks and different methods for reaching key target clients. It

is essential to take into account how readily available the goods is and to check that our

location is not difficult to identify by potential buyers. The product has to be accessible

to clients at the appropriate time, in the appropriate location, and in the appropriate

amount. As a result of the company's rapid expansion, the Nescafe brand is now

recognized worldwide. Nescafe works hard to ensure that the consumers of its goods

are content wherever they may be in the world. They are aware of the need for the

items, and as a result, they take measures to ensure that they are distributed in the

locations where they anticipate finding their ideal clients. Nescafe has a massive cycle

of distribution, and as its brand recognition has grown over the years, the company has

made itself available in virtually every corner of the world that is relevant to its consumer

base. They follow the procedure of shops who supply customers with the product. There

are bulk buyers who offer Nescafe to the individual clients in a direct manner.

In this particular company, the province of Nueva Ecija was selected to handle

the distribution of the goods. In addition to my objective of becoming a dealer of this

product, one of my goals is to familiarize the people of Nueva Ecija with the exceptional

flavor and high quality of this coffee.

 Figure 2. The map of the Province of Nueva Ecija
Source: Google maps

Promotion – Promotion in business is engaging with members of the general public in

the hope of persuading them to purchase a company's goods. The marketing of

Nescafe's products is actively pursued through a wide variety of channels. Because

Nescafe manufactures its goods and advertises them via radio, television, newspapers,

public relations activities, the internet, and other mediums, among others. Since the

beginning of its existence, the company has ensured one thing: that their logo has

remained unchanged. The consumers were familiar with the logo as a result of this, and

they were able to identify the brand just by looking at the emblem because it had been

ingrained in their minds. The advertisements for Nescafe are also creative, and Nescafe

takes care to ensure that they do it in a way that catches the eye of potential customers

and draws them in to the brand's offerings. Promotion and public relations activities

conducted online not only strengthen connections with customers but also bring clients

closer to the items.

 The consumers will become familiar with the Nescafe products through the

utilization of printed tarpaulins, personal selling, and web advertising. Tarpaulins as a

kind of advertising will pique the interest of potential customers and encourage them to

make a purchase of the goods in question. Personal selling would also influence clients

to buy the product, particularly when they participate in a casual chat and start forming

personal relationships with the salesperson and other customers. Advertising online will

also be quite beneficial in keeping customers up to date, particularly on special

announcements such as price reductions and giveaways. Nescafe is also easily

accessible and can be purchased through a variety of online marketplaces, including

Lazada, Shopee, and Facebook market, amongst others. When taking into account

clients who are unable to easily access a physical store or who are otherwise

preoccupied due to work, the availability of online selling platforms provides a great deal

of ease for these customers and also helps them save time. You may get your hands on

some of this great and reasonably priced coffee by doing nothing more than some

surfing on the internet and making a single click.

We ensure that we have conveyed as much information as is humanly possible

to the customers so that they are aware of what the products are. By making the most

of word-of-mouth marketing, which at its core consists of employing satisfied clients to

spread the word about a company, word-of-mouth marketing may be maximized. The

objective of word-of-mouth marketing is to supply customers with a good or service that

is so astoundingly wonderful and life-enhancing that they feel compelled to talk about it

with their peers, teachers, and friends. In addition to the marketing approaches and

promotions, the company will offer customers products of superior quality, which will
contribute significantly to their level of overall happiness and contentment. This will

enable the company to attract new customers and maintain relationships with existing

ones.

Pricing – The pricing structure will function as the primary color scheme for the

company. It is the sum of money that the buyer has agreed to pay to the seller as

consideration in exchange for the items that are going to be made accessible to them by

us. To put it another way, it might be referred to as the "revenue generator" of the

company. Nescafe is among the most well-known coffee brands all over the world. The

standard of the materials that are provided by the company has a direct bearing on the

cost of the finished goods. Competition and customer need both play a role in Nescafe's

price strategy, which is determined by the company's marketing mix. The products have

a considerable price tag due to the high level of quality they possess. On the other

hand, this has gradually led to a smaller and more restricted client base. People made

the decision to partake in these coffees, and the event was a huge hit. Following that,

we saw that Nescafe has made a number of alterations to their product catalog, and

they have introduced some brand new items. Because of this, the number of customers

has increased because they now have more options to pick from. The prices of the

items that follow have been modified correspondingly. The amount that was made

available to the clients was variable, as was the price. As a result, it became accessible

to a larger number of clients as the prices of the products became more reasonable.

The sachets can be purchased for a price that is significantly lower than average. They

are geared toward clients who would rather have a single cup of coffee at a reduced

cost, which is their target demographic.

 The many flavors of Nescafe coffee are sold in a variety of quantities, and their

prices also vary depending on the packaging. Because Nescafé is already ground and

prepared, it does not require any additional time to be turned into a cup of coffee. This

makes the product easy to acquire and convenient to use. The tactic of non-price

competition is one that Nestle has employed. It does this by keeping similar pricing

across all of its products, including Nescafé, which prevents competitors from taking

advantage of the situation and driving up prices. It provides its distributors with a

plethora of different discounts. The manner in which various Nescafé brands are

produced results in pricing variations for each variety. In order to bring the price down

and make it more accessible to a wider audience, Nescafe has done research on

various other aspects of production costs, such as labor, and has investigated the

possibility of mass production.

PRODUCT PRICE

Nescafe Original P12.00

Nescafe Blend and Brew Espresso Roast P15.00

Nescafe Creamy White P15.00

Nescafe Creamy Latte P15.00

Nescafe Choco Mocha P15.00

Nescafe Berry Mocha P15.00

Table 1. Nescafe prices 3-n-1 per piece

 Marketing Organization

The organizational chart below shows the duties and jobs in this business

Executive Marketing
Manager

Market Research Sales Staff Distribution Staff

Staff

Public Relations
Stuff

Figure 2. Organizational Structure

Marketing Executive Manager typically work as a part of a larger marketing team

whose primary objective is to increase consumer awareness of new products, brands,

and services through various marketing initiatives and projects. Executives are typically

more involved in the campaign in a tactical rather than a strategic capacity; yet, they

frequently participate in a variety of parts of the effort. As a direct consequence of this, it

is highly possible that they will have a great deal of responsibility and will be required to

balance a diverse set of priorities.

The following are some of the typical responsibilities of a marketing executive:

● Participating in the generation of ideas for marketing campaigns

 ● Carrying out research and doing data analysis in order to locate and specify

target populations

● gathering, disseminating, and presenting various ideas, pieces of information,

and plans of action

● Coordinating many promotional endeavors, including events and interviews

● Overseeing the development and performance of content across several

platforms, as well as producing and proofreading original copy

● Keeping websites up to date while also monitoring data analytics

● Maintaining databases, as well as monitoring budgets through the use of a

customer relationship management (CRM) system

● Managing social media campaigns

● monitoring how well various marketing strategies are doing.

Market Research Analyst is a trained professional who compiles information from a

wide variety of sources, analyzes it, and then makes predictions about the future

direction of the market based on what they find. They look at the existing patterns, then

evaluate those trends in light of their projections for the future, before making strategic

judgments about the distribution of resources.

Their duties and responsibilities includes:

 ● The gathering of information on customers, rivals, and the marketplace, as well

as the organization of that data into workable products, reports, and

presentations

● Being aware of the goals of the company and developing questionnaires in order

to learn about the preferences of potential clients

● The collection, compilation, and analysis of statistical data using both

contemporary and more conventional methods of data collection

Sales staff is a trained professional who is responsible for establishing and maintaining

relationships with customers. They act as their point of contact and guide them through

the process, beginning with the initial outreach and continuing all the way through the

final purchase, which may be made by them or another member of their household.

The duties and responsibilities of a sales representative include the following:

● Selling products and services to prospective clients by presenting convincing

arguments

● Conducting cost-benefit evaluations of both existing and new customers

● Keeping up solid business contacts in order to assure continued sales in the

future

Distribution staffs are responsible for ensuring that a wide variety of necessary

supplies are delivered to the appropriate wards, clinics, and health centers.

Responsibilities of a Distribution staff include:

● Locating stock and negotiating the best possible terms with suppliers and

vendors.

● Monitoring the delivery, loading, and unloading of items and goods, as well as

making certain that they are carried in a secure manner.

● Notifying the appropriate people of any problems discovered during stock checks

and working quickly to resolve any problems found.

● Arranging for new employees and sales reps to participate in workshops.

● Participating in networking events and product launches, in addition to

conducting research on current market trends.

● Contributing to the preparation of product launches and other events related to

the brand

● Keeping a close eye on stock levels and conducting frequent checks of the

inventory.

● Maintaining communication with prospective customers and providing excellent

service to existing ones

● Increasing the number of products sold and acquiring new customers on a

monthly basis.

● Setting up meetings with the vendors, as well as devising more efficient

marketing methods.
Those who work in public relations are responsible for developing and preserving a

positive image of an organization or business in the eyes of the general public. They

produce various forms of media, such as news releases and messages posted on social

media platforms, with the intention of influencing public perception of the company or

organization and raising awareness of its brand.

Responsibilities in the area of public relations include:

● Responding to requests from the media for information releases or press

conferences, as well as assigning a spokesperson or source of information.

● The development and upkeep of partnerships with employee, community,

consumer, and public interest groups.

● Developing client promotion through the writing of press releases and other

forms of media communication.

● The process of planning or directing the development of programs with the goal

of preserving positive public and stockholder perceptions of the organization's

goals and achievements.

● Teaching customer service workers how to have productive conversations with

members of the public and staff

● Researching the goals, policies, and requirements of the organization in order to

develop public relations strategies that can shape public opinion and promote

goods, concepts, and services.

 ● The process of preparing and revising organizational publications for both

internal and external audiences, such as staff newsletters and shareholders'

reports, among other things.

● Managing and enhancing the content of websites.

● Consulting with managers to ascertain patterns and collective interests, as well

as offering guidance regarding important company choices.

As shown on the figure above, there are six (6) major positions that the owners of the

business will be assigned and each designated position indicates important

responsibilities of the owners. These will be a great help in order to manage the

business well and will be a great help in order to make the business prosper. The

operation and activities of the business is proportionally divided on the designated

positions of each member and there will be no special treatment given to a particular

member. Above all, making of any business decisions and opportunities as well as

solving the problems encountered will be shared and done with all the members. The

undertaking of this business will be through sharing of ideas and discussing all possible

actions with all the members at hand. No decision and operation will be made if not all

the members are well aware of it.

Marketing Budget and Control

Opening the business will cost at P140,000 since it will start as a big scale business.

This money will be used to buy the needed materials and other expenses related to

producing the product. This business will have a day-to-day business operation in order
 to meet its desired profit, to be able to build a group of loyal customers and to obtain the

funds needed for the construction. The owners will ensure that the required capital will

be used efficiently in order to lessen the risks of financial suicide. The sources of

financing will be from the savings of the proponent and with the help of her family to

give funds to start-up business.

Projected Sales Volume (Year 2022)

Month Day Total

1 2 3 - 30 31

Jan 496 496 496 - 496 496 15,376

Feb 496 496 496 - 496 496 13,888

March 496 496 496 - 496 496 15,376

April 496 496 496 - 496 496 14,880

May 496 496 496 - 496 496 15,376

June 496 496 496 - 496 496 14,880

July 496 496 496 - 496 496 15,376

August 496 496 496 - 496 496 15,376

September 496 496 496 - 496 496 14,880

October 496 496 496 - 496 496 15,376

November 496 496 496 - 496 496 14,880

December 496 496 496 - 496 496 15,376

Total P 181,040

Table 3. Production Volume Forecast

This table shows the production volume forecast of this product. Whereas, the business

will produce 181,040 of Nescafe products (including all of the flavors) every year. In

addition, (*) indicated the number of pieces of assorted products (at an average of P15

per piece) produce daily. The volume are from the data gathered which is getting the

average sales of Nescafe from year 2022 then divide it by the days of a month.

Sales Forecast

Year 1 Year 2 Year 3 Year 4 Year 5

P 2,715,600 P 2,987,160 P 3,258,720 P 3,530,280 P 3,801,840

Table 5. Sales Forecast (5 years)

This table shows the sales forecast of this product in 5 years with 10% growth rate.

Whereas, the business will have a sales of P 3,801,840 within 5 years.

Total Project Cost

MATERIALS PRICE TOTAL COST

Supplies
 Nescafe products 50,000 50,000

Equipments

Leasehold 15,000
Improvements

35,000
Furniture & Fixtures
20,000

Utilities

Deliveries (Gas) 4,000

8,000

Electricity 2,000

Internet Expense 2,000

Advertising Expense

Tarpaulin 1,000 2,000

Flyers 1,000

Rent Expense

Rental Deposit (1 yr) 18,000 18,000

Salaries Expense 20,000 20,000

Other Expenses

Permits and Licenses 2,000

 7,000

Emergency Expense

5,000

TOTAL COST P 140,000

Table 6. Total Project Cost

This table shows the total project cost of this business. By listing all the expenses, the

total cost that we get is P 140,000.

PROJECTED REVENUE AND COST FOR THE YEAR 2023-2027

4000000
3500000
3000000
2500000
2000000
Series1
1500000 Series2
1000000 Series3
500000 Series4
Series5
0
S es st st FI
T
LAR Sal Co Co O
U t d d PR
IC ec te te
RT oj jec jec T
A lP
r
Pr
o ro NE
P
ota II. alP
T t
To

DEMAND FORECAST 2023

 25000

20000

15000
Sales
10000 Forecast1

5000

0
Jun-20 Jan-21 Jul-21 Feb-22 Aug-22 Mar-23 Oct-23 Apr-24

DEMAND FORECAST 2024

30000

25000

20000

15000 Demand
Forecast1
10000

5000

0
Jun-20 Jan-21 Jul-21 Feb-22 Aug-22 Mar-23 Oct-23 Apr-24 Nov-24 May-25

DEMAND FORECAST 2025

 35000

30000

25000

20000
Demand
15000 Forecast1

10000

5000

0
Jun-20 Oct-21 Mar-23 Jul-24 Dec-25 Apr-27

DEMAND FORECAST 2026

40000

35000

30000

25000

20000 Demand
Forecast1
15000

10000

5000

0
Jun-20 Oct-21 Mar-23 Jul-24 Dec-25 Apr-27

DEMAND FORECAST 2027

 45000

40000

35000

30000

25000
Demand
20000 Forecast1

15000

10000

5000

0
Jun-20 Oct-21 Mar-23 Jul-24 Dec-25 Apr-27 Sep-28

REFERENCES

About Us | Home. (n.d.). Nescafé. https://www.nescafe.com/ph/about-us

Betterteam. (2021, April 22). Distributor Job Description.

https://www.betterteam.com/distributor-job-description

Bika, N. (2022b, April 26). Public Relations (PR) Officer job description. Recruiting

Resources: How to Recruit and Hire Better. https://resources.workable.com/public-

relations-officer-job-description

Bika, N. (2022, April 1). Sales Executive job description. Recruiting Resources: How to

Recruit and Hire Better. https://resources.workable.com/sales-executive-job-description

Dagher, K. (2022, August 18). Executive Manager Description and Overview.

Fellow.app. https://fellow.app/blog/management/executive-manager-description-and-

overview/
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Roadmap-2017-2022.pdf.

Kourmentza, E. (2022, April 26). Market Research Analyst job description. Recruiting

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research-analyst-job-description

Mina, J. C., & Campos, R. B. (2021). Determinant Gap Map of the Most Commonly

Consumed Instant Coffee: A Perceptual Mapping Analysis. OALib, 08(12), 1–17.

https://doi.org/10.4236/oalib.1108112

Nestlé reports three-month sales for 2022. (2022, April 21). Nestlé Global.

https://www.nestle.com/media/pressreleases/allpressreleases/three-month-sales-2022

Nestlé reports nine-month sales for 2022. (2022, October 19). Nestlé Global.

https://www.nestle.com/media/pressreleases/allpressreleases/nine-month-sales-2022

NESCAFÉ®. (n.d.). Nestlé. https://www.nestle.com.ph/brands/allbrands/nescafe

Nueva Ecija Profile – PhilAtlas. (1903, March 2).

https://www.philatlas.com/luzon/r03/nueva-ecija.html

Philippine Coffee Board, Inc. (2021, January 4). Philippine Coffee. Philippine Coffee

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