Chapter IV

Marketing Plan

Marketing Research

The study conducted through face to face survey with the people who live in

Barangay Tibal-og specifically the young professionals, government employee, students

and others. The proponents gathered information regarding the target market from the

Barangay Secretary of Barangay Tibal-og Sto.Tomas,Davao del Norte, and the relevant

information became the basis in establishing the product and services.

In this section, the business will represent plans for the market research,

marketing structure, economics, product, and customer and by utilizing SWOT analysis

which is equally important to assess business operation necessary to develop measure

of control or business strategy.

The proponents conducted a survey among the respondents in Tibal-og wherein

the total population is 51,071 .A random sampling was used upon getting the market

demand in the said location where 150 respondents represents as the total number of

individuals .Out of 150 respondents, 72.1% preferred to buy product and the remaining

27.9% were divided into groups -19% preferred buko juice, 7.5% for milk tea, 0.7% for

iced coffee and 0.7% for soft drinks. The proponents did a face-to-face data gathering to

random individual of Tibal-og. To conform with the community health protocols and

guidelines, market survey was conducted by the formulators of the business proposal

through google forms.

FIGURE 1.6 Market Demand

located in barangay Tibal-og?

Table 2. Market Share

Number of prospects in the target market 57, 071

Frequency of orders per year (average) 8

Total number of potential customers 456,568

Average payment per orders 40

Projected total industry sales per year 18,262,720

Percentage the firm can attain 98%

THE FIRM’S MARKET SHARE 17,897.456.6

The table above shows the Fresh Robust Vejuice share in the market which is P that

leads to the pursuance of the business.

Marketing Structure

Fresh Robust Vejuice belongs to the basic market structure of perfect

competition wherein products are produced by and for many sellers and buyers, who

are well informed about the price. The market is free entry and exit, the business has

indirect competitors in the market because, this business is the only existing Vegetable

juice within the area of Tibal-og with the producers obligated to be price takers. In this

situation, the intersection of demand and supply determines a market price.

Fresh Robust Vegetable observe to be the first product that are displayed in the

Sto.Tomas market and expected that business is projected to increase and to operate

for the next more years.

Vejuice are in demand on the market for it is essential components of a healthy

diet, and their consumption in balanced and sufficient amounts could help avert

significant diseases such as certain types of cancers. Aside from that it has no calories,

it is demanded by households and employees, as the people become older they

become more health conscious. Moreover, the business will help the economy of the

locality through increasing the demand of vegetables which become benefit for farmers,

and by paying taxes. The business also helps the consumer in the aspect of choosing

healthy juice for the family.

Product and Services

The business will mainly offer different flavors such as, Carrots, Cucumber and

Chayote .FRESH ROBUST VEJUICE can be a big solution to individuals especially to

young professionals, government employee, senior citizens and others who want to

have healthy lifestyle. It is also convenient to every individual that residents in Tibal-og

because it is the first business of Juice made of Vegetables in their area.

Customer and Client

The Business will provide good quality products that would satisfy the needs of

the customers and meet their preference by offering healthy and nutritious vegetable

juice. The business target customers are households professionals and non-

professionals and members of community capable of availing and buying the offered
products and services. Specifically, the target is the 57, 071 household of Barangay

Tibal-og.

SWOT ANALYSIS

Fresh Robust Vegetable SWOT analysis is a strategic planning technique used

to help and establish organization to identify strength, weaknesses, opportunities, and

threats related to business competition. Moreover, SWOT analysis will be the basis to

determine the risk of the business and must be addressed and be minimized. Threats

and weaknesses that may occur will affect the business operation; business should be

sensible to prevent the undesirable result.

Table 2: SWOT ANALYSIS

MARKETING STRENGHT WEAKNESSES OPPORTUNITIES THREATS

MIX

PRICE Budget Limited Flexibility Availability of the Rising

friendly in pricing product inflation

PRODUCT Nutritional High production Growing demand Material

Value cost and short stortgage

shelf life

PROMOTION Unique Limits revenue Expertise in using Negative

strategies to digital technology responses

be used in

marketing

PEOPLE Strong and Tardiness of the Different Different

innovative staffs Incentives to be impressions

company receives of the

culture. customer

toward the

staff

PLACE Accessible Climate or the Place near at Ongoing

weather

PROCESS Neat and tidy Short-cut process Staffs will be more Absenteesm

production trained and expert

process and

online order

services

PRODUCTIVITY Marketable Unpredictable Increase of sale Different

and Events Competitors

availability of

water, power

and other

input supplies

PHYSICAL Permits and Updating renewal Initiative of Rules and

EVIDENCE Licenses renewing permit Regulations

Niche
 Fresh Robust Vegetable juice will offer high quality drink in Sto.Tomas, Davao

del Norte, and some consumers would like to buy Vejuice, as part of their balance diet it

is good for the body. This business has an advantage in the market as it will be the first

vegetable juice in the said location. It will offer different vegetable juice like cucumber,

chayote and carrots that are fresh and healthy juice that suit for the people that is health

conscious

Moreover, the target market of the business will be the people that is health

conscious to get a broader intake of vitamins and minerals they may be getting in their

regular diet. Have a high-quality selection and preparation of raw material. Also the

distributor offer an affordable price which is advantage for the business.

Strategy

Sales Strategy

Increase online sales through social media. The target customers are spending their

time and meet them where they are most active that is why this strategy is essential.

Reduce Price. Reducing price can attract price-sensitive consumers. This is very

important to take the market share.

Competitive Strategy

Unique Products and Services. The philosophy is “Details make perfect”. We will keep

on finding out the disadvantages of our products and services to make further

improvement and develop more products demanded by the market.

Target market and differentiated consumption group. There is no other existing

vegetable juice business in Sto. Tomas, therefore, it has a large potential market.
Relationship Marketing

Customer Loyalty. The Fresh Robust Vejuice will establish customer loyalty , in which

they can be able to receive freebies after they reach the minimum fruit juice that is

required.

Customer Financial Benefits. For those loyal customers, the business could provide

lesser price for a regular product. In that case, the customer will financially save money

while purchasing our product.

Promotion

Social Media Advertisement

Digital marketing utilizes social networks such as Facebook, Twitter, and Instagram to

deliver paid ads to the company’s target audience. Social media ads are a quick and

effective way to connect with your consumers and boost your marketing campaigns.

Free Samples

Offering free samples to all in the food stall regardless of whether they purchase

something, this strategy introduces consumers to products they may not have

considered before, and oftentimes cordially encourages them to buy.

Discounts

Every special event like anniversaries, customer’s birthdays, or festivals will be having

discounts.

Coupons

To all the customers that already bought 20 juices will be having coupons and have

10% discount to their next purchase (21st purchase only)

PARTICULARS AMOUNT

Social Media Advertisement P 500.00

Free Samples P800.00

Event Discounts P500.00

Coupons P600.00

TOTAL P2,400.00

Add: Store Opening

Balloons P200.00

Ribbon P100.00

Flag lets P150.00

Tarpaulin P350.00

TOTAL P3,200.00

Distribution Channel

As customers seek out healthier and more nutritious options for their diets, health

concerns have also increased demand for vegetables as well as fruits. Due to customer

perceptions that fresh-cut is the healthiest format for processed vegetables, the fresh-

cut market has benefited.

products to their customer. Serving transactions will result from processes and directly

delivering goods to the customers face-to-face through brick-and-mortar stores, which

enable the firm to build relationships with customers through in person contact.

Fresh Robust
Customers
Vejuice (Vegetable Juice)

Location

The proposed location of the Fresh Robust Vejuice will be located at Purok 1,

Tibal-Og, Santo Tomas, Davao del Norte. It has an estimated land area of 3X3 square

meters. The location of the business will be in a perfect spot since it is expected to be

the first distributor in the given region. And the said location is appropriate for the

business as it draws in the target customer base.

Table 5. REVENUE FORECAST

Below is the five-year revenue forecast of Fresh Robust Vejuice. Revenue

forecast of the business will depend on the demand of the customers who will buy the

products whether if it is profitable or not through multiplying the price of the products

acquired by the customers. The forecasted sales are all shown below and indicate an

increase of

Year 1 Year 2 Year 3 Year 4 Year 5