Project in principles in marketing

(Marketing plan)

Submitted to:
Mrs. Mary Joy Piccio Dueñas, MBA

Submitted by:
Aguillon, Rachelle
Nuyad, Brezel
Legario, Lea Mae
Villas, Christine Joy
Rhuda, Arlene
Tantoy, Gennie

TABLE OF CONTENTS

I
Executive Summary .......................................................................................I

Company Description ....................................................................................II

Mission Statement........................................................................................III

Goals and Objectives ...................................................................................III

SWOT Analysis .........................................................................................IV-V

*Strengths

*Weaknesses

*Opportunities

*Threats

Target Market.............................................................................................VI

Marketing Mix.........................................................................................VII-VIII

a. Product Strategy

b. Place Strategy

c. Promotional Strategy

d. Price Strategy

Implementation, Evaluation and Control................................................IX

EXECUTIVE SUMMARY
II
 The Fresh Pick Company wa owned and established by Ludivico Lobaton on 1970's located

at Poblacion II, Sagay City, Neg. Occ. After of 28 years of operations in Sagay City, it was

transferred to Cabuyao Laguna Techno Park where his childrens migrated. It offers

"Fruitalife" healthy juice drink on the market as the people with problems of indigestion,

diabetes, sports enthusiast and physically fit body as the target market. Fruitalife contains

Pineapple, Apple, Orange, Guyabano and Mangosteen. This healthy juice drink serves us

shields from any sickness and illnesses that our body may acquired. It has enough fiber

needed for constipation, it has no added sugar so a diabetic people can drink and serves as

body cleansing because of the vitamins and nutrients we get from the fresh fruits, it regains

the strength and energy of sports players and it can give healthy skin. One of this company

objectives is to help build our nation free from any sickness that is why we made sure that

our product would be effective and exceed customers expectations and making them feel

that their concern is our top priority.

COMPANY DESCRIPTION

For almost three decades Fresh Pick Inc. was established by Ludivico Lobaton, a small

fruit packaging business in Sagay City, Neg. Occ. which produces and distributes Fruitalife

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products limited only with in the region. Since 1998, when his children’s took over their business.

They decided to transfer their operation in Cabuyao Laguna, Philippines where their whole family

migrated. To cater higher consumers demand because of its rapid growth. With this expansion they

can distributes their products not only with in the region but in all regions nationwide. When it

comes to our business, we made sure that only our freshest fruit is used in preparation of our

beverage. Our delicious pure juices which blend together and packed in plastic bottles, and also

available in canned juice and family size bottle drink. From farms to our facilities it is squeezed,

bottled and properly sealed for safety and delivered to consumers everyday. Our juices are

naturally sweet and contain no added sugar. Fruitalife contains 100% pure juice. This include

Pineapple, Apple, Guyabano, Orange and Mangosteen blended into one to get the real vitamins

and nutrients needed. Fresh Picks Inc. is one of the leading distributors, producers and marketers

of high quality fresh healthy juice drink in the philippines.

MISSION STATEMENT

To produce and sell products that enhance quality of life and well-being.

IV
 GOALS AND OBJECTIVES

 Become as the best and effective health juice drink.

 To help build our nation free from any sickness and make people to be physically fit and

healthy body.

 Imp-roving customer satisfaction through delivering service and products that exceed

customer expectations.

SWOT ANALYSIS

STRENGHTS

 Excellent distribution and availability.

 Health oriented

 Considered to be healthy options as to aerated drinks.

 Brand awareness is high.

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  Prices are cheaper that makes it available to many people.

WEAKNESSES

 Less product choices

 Product recall

 The cost of raw materials is highly increasing.

 The raw materials depend on seasons.

 Untrustworthy suppliers.

OPPORTUNITIES

 farmers are willing to plant more fruits because of the demand of it in production.

 Increasing demand for healthier food.

 Open for expansion leads to more employment.

 Prompts thorough research on the health benefits of fruits.

THREATS

 Increase in competition.

 Increase in cost of transportation in which fuels and labor are included.

 Changes in the trends of dietary style and in the preference of the consumers.

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  The trend of home juice is increased among people and they prefer to make juice

at home.

TARGET MARKET

Nowadays, one of the greatest dilemma of some people are there metabolism. Their

digestive system isn’t responding well resulting to constipation that if not cure early it well lead to

Colon Cancer. We can’t also deny the fact of the increasing numbers of Filipino people suffering

Diabetes and other related illnesses. By drinking Fruitalife healthy juice drink it can balance our

digestive system to bring back the good function of our metabolism. It will give enough fiber to

our body to prevent constipation. It is advisable to all diabetic patient to drink this or serve this as

substitute to their daily water intake for this Fruitalife is sugar free healthy juice drink. It is good

for the health and for progressive recovery of patients because this is a 100% natural fruit juice. It

is also recommended to all healthy conscious mom and for those kids who are active in sports for

giving them energy. “Fruitalife“ healthy juice drink has health booster to help people more active

and having a healthy lifestyle.

VII
 MARKETING MIX

A. PRODUCT STRATEGY

We choose Fruitalife as the brand name of our product because we offer a healthy

fruit juice out of different kinds of fruits such as Pineapple, Orange, Apple, Guyabano

and Mangosteen. These five different fruits were mixed together to get the essential

Vitamins and Minerals needed to our body. For its packaging, it is available in plastic

bottles but we make sure to use colorful paint for customer’s attraction. The bottle

consists of three parts, the product information, brand message, brand logo and tag line.

We provide description about our product like ingredients, manufacturing time and

expiring date. We also include the good benefits of Fruitalife. In case of product recall

due to unexpected damage of product or other unanticipated problems regarding our

product, our company are more than willing to settle the problems.

B. PLACE STRATEGY
Fresh Picks Inc. was built at Cabuyao, Laguna, Techno Park, Philippines. We have

ten big warehouses and ten delivery van and see to it that these warehouses were positioned

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 within the city for us to deliver easily and to save time in product distribution. We deliver

our products in all malls and any other leading stores.

C. PROMOTION STRATEGY

We introduce our healthy juice drink by advertising it on television, because most

people spend their leisure time watching television. Advertising through different radio

channels. We use our social media accounts from Facebook, Twitter and to different

blogs. We also do print media like bulletin boards center fold in magazines, brochures

and posters. We made a mini video advertisement using our taglines “ Fruitalife for

fruitful everyday life.

D. PRICE STRATEGY

The price of Fruitalife is very much affordable. It varies on how much the volume

of any bottle. It is distributed by boxes, for instance, in every 200ml, 12 pieces in a box it

costs ₱150.00 which means ₱ 12.50 𝑝𝑒𝑟 𝑏𝑜𝑡𝑡𝑙𝑒. For 350ml, 12 pieces in a box it costs

₱180.00, which ₱15.00 per bottle. Fruitalife is also available in family size bottles and in

canned juice drink.

IX
 IMPLEMENTATION, EVALUATION AND
CONTROL

To achieve our Mission, Goals and Objectives we do monthly seminars and trainings and annually

we do teambuilding activities to enhance the skills of our employees and make them aware of

what our company wants to achieve. We made sure that their concerns is our top priority. By

building our employees loyalty and trust we can work together and learn together and gain

together. Our employees should be given proper time period for the start and end of task. Each

sales personel should be given complete information about geographic area of his/ her sales and

the volume to be sold incase of personal selling. The R&D team should be given more budget and

resources should be allocated to advertisement and sales promotion.

We have to conduct audit in every department by comparing the current results of companies

objectives and collect comprehensive information and do some analysis regarding the results we

have been collected. If there appears any deficit then will change our strategy and if there is no

problem found then we will continue to implement our strategy. We have to monitor all the

ongoing activities of our company to know if the activities are all performed efficiently and

effectively for us to make corrective action to continue to improve our performance.