Don Honorio Ventura State University 

Bacolor, Pampanga

MARKETING PLAN 

Submitted by:

Submitted to:

Rowina Twano, DBA, RECE

In this chapter, the proponents will be conducting an environmental analysis to discuss who

their potential customers are. The existing and potential market segment will also be discussed which

also includes the profile of primary and secondary target market. The process of dividing the potential

market of the proponents is going to be based on their Demographic, Geographical, Psychographic and

Behavioural profile.

A. For Primary Target Market

● Demographic

➔ Potential customers male and/or female, single or married, who are working and have

at least 10,000 monthly income aging from 20-40 years old.

● Geographical

➔ The primary target market of the proponents are people who are residing within

Pampanga.

B. For Secondary Target Market

● Demographic

➔ The secondary target market comprises people from all ages, male and/or female, single

or married, working and non-working.

● Psychographic

➔ People who like frozen treats.

➔ Residents of Pampanga and nearby provinces

● Behavioural

➔ Impulsive buyers

➔ People who buy frozen treats during summer or any special occasion.

The primary target market of the proponents are working young adults and adults who are

single or already married ages from 20-40 years old both male and female with at least P10,000 monthly

income residing within Pampanga. Secondary target market would be all ages male and female who are

either single or married living within pampanga or nearby provinces and who frequently buy frozen

treats during summer or any given special occasion.

In this chapter, the proponents will discuss the company’s SMART Objective that will define

specific and quantifiable marketing objectives and goals. Competitor analysis will also be done to

indicate all brand competitors and their relative strengths and weaknesses against the company’s

product in terms of price, promotions, distribution, product attributes and benefits. Next is product

positioning, this will identify specific strategies to be implemented to satisfy the brands chosen,

customers unmet needs, wants and expectations. The proponents will also emphasize and further

elaborate on its marketing mix strategy that will include different price, promotional, and distribution

strategies. Lastly, marketing execution and controls will enumerate key indicators for success, the

people responsible for the tasks to be done and the timetable in the form of a GANTT chart.

A. SMART Objective

SMART Objectives

Specific To be the leading ice cream brand in Pampanga

One of the promotional strategies that the proponents used is providing loyalty cards, it
Measurable
will measure the frequency of purchases and gauge customer loyalty.

Attainable By providing a unique and delectable flavor in the market

Realistic Providing excellent service to the customers.

Time Bounded For the next 5 years the company will be the leading brand of ice cream in Pampanga.
 B. Competitors Analysis

Analyzing the competitor’s strengths and weaknesses is vital in any company to be able to scrutinize and

improve their products and acquire a large percentage of market shares and gain competitive advantage

against other competitors.

WIGGIES ICE CREAM

Strengths Weaknesses

Price ● Competitive pricing in ● Fixed and not flexible

terms of its competitors pricing in terms of the

buyers view.

Promotions ● Word of mouth ● Insufficient marketing

● Consumer’s positive materials for promotion

testimonies about the

product.

Distribution ● Direct satellite stores ● It’s not readily available

scattered in different in the supermarket and

provinces to distribute other retailer stores.

the product.

Product Attributes and Benefits ● Combination of flavors of ● Flavors of products are

Ice cream always in combo might

not be ideal for all

Mulberry Soya ice cream aims to break the normal flavors of ice cream, being different and unique that

will make its own way up to the minds of the customers. An unforgettable and delectable ice cream that

the province of Pampanga will be proud of.

D. The Marketing Mix Strategy

1. Price Strategies

➔ Market Penetration Pricing Strategy

This strategy will help the product to quickly attract new customers and increase the percentage of

market share setting the product at strategically low cost and not sacrificing the quality and taste. By

doing this strategy, the product can capture the attention of the customers and easily position it to their

minds.

➔ Consumer Based Pricing Strategy

In any company, a customer's insights are important and useful in gauging the product's value. With this

knowledge the proponents were able to derive the pricing depending on how the customer perceives

the value of it.

2. Promotional Strategies

➔ Digital Marketing
The proponents will utilize all social media platforms to promote the product by posting creative content

in order to catch netizen’s attention. This is a low cost and efficient way of reaching a large number of

potential customers.

➔ Sales Promotion

It is an effective strategy to attract the customers to try the product. The proponents will use some of

the following sales promotion to promote the product.

➔ Discounted products

The proponents will provide customize discounts promotion with the following occasions

✔ Wedding

✔ Birthdays

✔ Graduation

➔ Loyalty Card

Loyalty cards for the customers wherein once a customer reaches a certain number of purchase

will be given free ice cream based on the size of their purchase.

For every 10 pcs of 1 liter of ice cream is equal to 1pc of 750 ml

This promo will only run for the first 6 months after launching the product to get “​suki​”.

➔ Public Relation
A way in spreading awareness of the product is by partnering and/or sponsoring local events in

Pampanga which are being attended by large crowds like local concerts, bazaars, festivals and even

town fiestas. The proponents will use these opportunities to gain more popularity about the product.

3. Distribution Strategies

It is a method or strategy wherein the company uses to deliver the product from the company to the

end user/consumer. There are three types of distribution strategy: the indirect channel, direct channel

and hybrid distribution system.

➔ Hybrid Distribution System

The proponents chose this strategy to deliver the product to the end user/consumer using different

marketing intermediaries. This strategy is a combination of indirect and direct distribution which will

make it easier for customers to avail the products.

Marketing Execution and Controls

● Plan

The proponents carefully established a plan of producing a new flavor of ice cream. Intensive

research and brainstorming of ideas were made to be able to come up with a feasible plan.

● Execute

● Track

● Measure