PETE’S ZA CREPE: PIZZA PANCAKE

A Marketing Plan

Faculty of the Department of Human Resource Management

College of Business Administration and Accountancy

Mindanao State University at Naawan

9023 Naawan, Misamis Oriental

In Partial Fulfillment of the

Requirements for the Subject of

Marketing Management

Laluyan, Nina Rachele

Ragandang, Abegail

Samontañez, Gracelyn

May 2023

TABLE OF CONTENTS
 I. LOGO + SLOGAN…………………………………………………………………………………..………….3
II. COMPANY BACKGROUND………………………………………………………………………………..3
A. Name of The Company.…………………………………………………………………………3
B. Nature Of Business …………..…………………………………………………………………..4
C. Business Formation………………..……………………………………………………………..5
D. Vision, Mission, And Objectives…………………………………………………………....5
III. START-UP CAPITAL……………………………………………………………………………………………
A. List Of Tools And Equipment Needed……………………………..……………………..4
B. Initial Project cost………………………………………………………….………………………4
IV. MARKETING PLAN…………………………………………………………………………………………….5

A. Description Of The Product…………………………………………………..……………….5

B. Main Customer…………………………………………………………………..………………….5
C. Market Area…………………………………………………………………………………………..6
D. Distribution Strategy…………………………………………………………………..…………6
E. Competitor Analysis………………………………………………………………………….……7
F. Estimated Market Demand…………………………………………………………………….8
G. Market Share…………………………………………………………………………………..…….9
H. Selling Price………………………………………………………………………………………….10
I. Sales Forecast………………………………………………………………………………………..10
J. Promotional Strategy……………………………………………………………………………..11
V. APPENDICES 14
A. Picture Of Actual Product……………………………………………………………………..12
B. Product Label/Packaging…………………………………………………………………..….12
C. Print Advertisement………………………………………………………………………….….13
D. Store Layout ……………………………………………………………..…………………………14
E. Production Process ……………………………………………………………………….……..14
F. Product Per Unit ……………………………………………………………………………….… 15

I. Logo + Slogan
II. COMPANY BACKGROUND

A. Name of the Company

The name of the company which is Pete's Za Crepe is derived from the product it offers,
a food called pancake pizza. The word Pete’s comes from the French word “Petite '' which means
“small”, the word “Za” is from the pizza, and ’’Crepe’’ is the French word for pancake. This
company aims to satisfy the food cravings of the market by providing healthy, tasty, budget-
friendly, and new products.

B. Nature of the Business

Pete's Za Crepe company belongs to the food and service industry. It offers innovative pancakes
as a product called pancake pizza. Manufacturing is the nature of the business which involves the
process of converting raw materials, components and operations into a new product. The
business is a new venture which means that it is a new business establishment and new to the
market.

C. Form of Business
 Profit and loss are equally shared by the business partners. The 40% belongs to the future
investment of the company, and the 60% will be divided by the partners, each of whom will have
20% of the company's profit and loss. The company is managed by three (3) Human Resource
Management students namely: Nina Rachele Laluyan, Abegail Ragandang, Gracelyn
Samontañez.

D. Vision, Mission, and Objectives

Vision:

To become a well-known company that promotes great-tasting and innovative pizza

pancake food in the local area.

Mission:

To provide tasty, innovative, high - quality and low products.

Objectives:

Pete's Za Crepe aims the following objectives:

● To provide good ingenious quality products.

● To expand the company by establishing two branches in the province of

Lanao del Norte within two years.

● To increase sales by at least 4% on a monthly basis.

● To maximize long-run profit.

● To give a reasonable price nevertheless still keep a good standard of product.

 ● To promote our products to potential customers and build lifelong relationships
by providing high-quality affordable products.

III. START- UP CAPITAL

A. LIST OF TOOLS AND EQUIPMENT NEEDED

Tools and Equipment are materials needed in producing the product. Table below shows the
tools and equipment needed by the company in order to produce the product, the quantity
needed, and how much it would cost. The total cost for tools and utensils will be ₱2,481.00

TABLE 1.

Tools and Equipment Purpose/ Use Quantity Unit Cost Amount

Mixing Bowl Where the pancake batter will be 2 ₱185.00 ₱ 370.00

mixed.

Frying Spatula Used to flip the pancake while frying. 3 30.00 90.00

Nonstick Frying Pan Used to cook/ fry the pancake. 3 363.00 1,089.00

Measuring Cups and To accurately measure all the ingredients. 1 set 44.00 44.00
spoons
 Baking Sheet Where the pancake will be placed for 4 130.00 520.00
further baking.

Wire Whisk Used to properly mix the pancake batter. 2 74.00 148.00

Knife Used to cut the toppings into the desired 2 110.00 220.00
shape.

TOTAL: ₱2,481.00
 The three business partners decided that they would donate their own equipment, which is
not included in the list, such as refrigerators, gas stoves, and stoves.

Table 2.

INGREDIENTS QUANTITY UNIT PRICE

2 Trays of eggs 48 eggs Php 400.00

Evaporated mil 24 cans Php 1,344.00

Flour 1 sack Php 1,680.00

Baking Powder 14 kg Php 2,865.00

Salt 25 kg Php 725.00

Sugar 25 kg Php 1,250.00

Oil 1 gallon Php 300.00

Ham 95 packs Php 2,280.00

Cheese 16 kilos Php 5,440.00

Pineapple 24 cans Php 720.00

Mushroom 24 cans Php 1,680.00

Total: 17, 884.00

This table shows the total amount of expenses for the ingredients of pizza pancake a total
cost of Php 17, 884.00.

TABLE 3. MONTHLY UTILITY EXPENSE FOR THE FIRST 5 MONTHS

 MONTHLY JANUARY FEBRUARY MARCH APRIL MAY TOTAL:
UTILITIES
EXPENSE
ELECTRICITY Php 360.00 Php 338.00 Php 400.00 Php 450.00 Php400.00 Php
BILL 1,948.00
WATER Php 100.00 Php 100.00 Php 100.00 Php 100.00 Php 100.00 Php 500.00
BILLS
RENT Php 350.00 Php 350.00 Php 350.00 Php 350.00 Php. 350.00 Php
1,750.00
TAX Php 1,500.00 - - - - Php
1,500.00
PERMIT Php 500.00 - - - - Php 500.00

TOTAL: Php 2,810.00 Php 788.00 Php 850.00 Php 900.00 Php 850.00 Php
6,198.00

This shows the first 5 months of our utility expenses of Pizza pancake with its total cost of
Php 6,198.00.

IV. MARKETING PLAN

A. Description of the Product

Pizza Pancake is a snack-sized innovative food product that can serve as a snack or a
meal. The product uses a pancake as the crust instead of the usual pizza crust. The pancake
dough will be fluffy, and tasty that is well blended with the topping varieties. The topping
varieties include ham and cheese, Hawaiian, and all-in-one flavor. This Pizza Pancake will be
prepared in the oven for only 10 minutes just enough to cook the toppings well. Pizza Pancake is
5 inches round-shaped pizza is enough to make 4 slices. The product weighs 400g, each whole
pizza pancake will be sold for 65.00 pesos in any flavor.

B. Target Market
 Pete's Za Crepe will focus on the consumer market. By the use, demographic segmentation
using income/allowance, and psychographic segmentation using interest. The company’s market
consists of primary and secondary markets. Primary market are the students while the secondary
market are workers, employees, passengers/travelers, and the local residents of the Municipality
of Kapatagan whose daily budget/allowance is above PHP 65.00. People living, working,
studying, and visiting in the public plaza, public market, passing by the Bus Terminal and other
geographical areas of Kapatagan, people looking for good foods that can substitute a meal, and
those who find pleasure eating pizza and pancakes.

C. Market Area

Pete’s Za Crepe market area will be in front of the Kapatagan Town Center that is along the
highway in Kapatagan, Lanao del Norte. The location of Pete’s Za Crepe has the greater
potential to attract many customers because it is situated in the commercial place/town where it
is near a bus terminal, public plaza, and public market and people from different places, even
people coming from nearby towns, come to Kapatagan to buy their basic needs and wants.

D. Distribution Strategy

The Pete's Za Crepe Company will be a food stall-based company that will do direct
distribution and will accept orders. The business will be located in Poblacion Kapatagan, Lanao
del Norte in front of the Town Center. The company will be using a food stall as a direct
distribution method. Since the food stall is near a bus terminal, public plaza, and public market
and people from different places, even people coming from nearby towns. They will also accept
orders to the customer in the most convenient and limited location. The place is suitable for
production because of the accessibility to its market and the availability of raw materials. The
expected expense for the store is ₱ 23,175.00.

E. Competitor Analysis

The competition analysis will be used to compare the company's product, price,
promotion, and location strategies in a specific geographic area to those of its competitors. The
company will learn about its competitive advantage as well as its shortcomings that need to be
addressed in the actual operation.
 According to the location of the Pete's Za Crepe Company, and referring to Table 1
which is the Estimated Total Demand for Pizza in Poblacion Kapatagan, Lanao del Norte, the
company has many competitors in the vicinity since our pizza base is a pancake and it is quite
new and incomparable to the pizza that is already been introduced in the market. However, this
will also serve as a challenge to the company because it is quite unique to the public.

Table 1. Kapatagan Competition Analysis

Company Name Product Price Promotion Place

Personal
Selling, Print
Pizza Pancake Advertising, In front of the
Pete’s Za Crepe ₱65.00 Online Kapatagan Town
Marketing, and Center
Word-of-Mouth
Communication

Word of MouthPrint (Beside Kapatagan

Beefy Burger Advertisement, and Town Center)
Mr. Beefy with Egg ₱48.00 Word-of-Mouth
Buy 1 Take 1 Communication

Print & Media, Personal

Selling, Word of Mouth (Beside Kapatagan
Print Advertisement, Town Center)
Thea’s Snack Bar Shawarma ₱65.00 and Word-of-Mouth
Communication

Word of Mouth Print

Advertisement, (Beside Prince
JM Shawarma Regular ₱65.00 Online Marketing, Hypermart)
Shawarma and Word-of-Mouth
 Communication

Table 1 above shows the competition analysis between Pete’s Za Crepe Company and its
competitors in Kapatagan. The companies and stores listed above in the table are regarded as the
competitors by Pete’s Za Crepe Company because, while they do not sell the same product, they
do offer products that can be used as a substitute for the company's offerings.

F. Estimated Market Demand

In determining the demand of the product the Pete’s Za Crepe Company uses competitor
analysis by asking directly to the competitors. We visited the competitors' business locations or
stores, to inquire about their sales of Pizza, Burgers with Egg, Shawarma, and Monster Burger
Fries.
Burger, Shawarma, and Fries are the considered substitute products for the company’s
Pizza Pancake.

Table 2. Total Product Demand (Kapatagan)

Product Units per week Units per day

Pizza (Pastapad Cafe) 210 units 30 units

Burger with Egg (Mr. Beefy) 840 units 120 units

Shawarma (Thea’s Snack Bar) 112 units 16 units

Monster Burger Fries (Taco de 140 units 20 units

Kapatagan)

Shawarma (JM Shawarma) 210 units 30 units

Total: 1,722 units 216 units

 Table 2 above shows the total demand for competitor’s products in Kapatagan. The table
also shows their daily and weekly demand which compose the total market demand which is 206
units per day and 1,722 units per week.

G. Market share
The Pete's Za Crepe Company will have 1 stall in the market area of Kapatagan. The
total weekly demand in Kapatagan for competitors’ products is 1,722 units in minimum and from
this, the company will get at least 16.26% as its market which is equivalent to 280 units of Pizza
Pancake in a week. In the following months of operation the company will increase their sales
volume by 4% on a monthly basis which will result in the increase of the company’s market
share.

Table 3. Pete’s Za Crepe Market Share

Month Percentage (%) Units Per Day Units Per Week

January 16.26% 40 units 280 units

February 20.32% 50 units 350 units

March 24.39% 60 units 420 units

April 28.45% 70 units 490 units

May 32.52% 80 units 560 units

Table 3 above shows the market share of the company, the total units to be produced per
day and per week. It can be seen that the share in the market is expanding.

H. Selling Price
 Pete's Za Crepe Company will be using cost-plus pricing. It involves taking the amount it

cost you to make the product and increasing that amount by a set percentage to determine the

final. In the month of January, the company's expenses were 23,175.00, and the total production

of pizza pancakes was 920. The total expenses of the company are divided by a month and added

to the desired profit, which is $40. Where we came up to our selling price of $65.00 per unit, in a

month we will gain $59,800.00; our desired profits are $36,800 in income.

Total Company Expenses + Increase Profit = Final Price

Company Production

Php 23, 175.00 = 25 + 40 = Php 65.00

920

I. Sales Forecast

Table 4 below shows the forecasted sales of the Pete’s Za Crepe Company during its five

(5) month operation. During the first month of the operation which is January, the company

foresees having only 23 days of operation because the company will take time in preparing for its

opening. The next month, February, the company will have 24 days of operation and expect an

increase of sales, then during the third month, which is March, the company will have 27

operating days. In the fourth month which is April, the company will only have 26 days in

consideration of the holy week and in the fifth month which is May, the company will have 27

operating days.
Table 4. Sales Forecast for Pizza Pancake

No. of Price No. of Monthly Monthly

Products per operating Sales Sales
Months Produce Product days in a Volume
daily Month

January 40 units ₱65.00 23 days 920 units ₱59,800

February 50 units ₱65.00 24 days 1,200 ₱78,000

March 60 units ₱65.00 27 days 1, 620 ₱105,300

April 70 units ₱65.00 26 days 1,820 ₱118,300

May 80 units ₱65.00 27 days 2,160 ₱140,400

G. Promotional Strategy

The promotional measures that the Pete's Za Crepe Company will be using Personal

Selling, Print Advertising, Online Marketing, and Word of Mouth Communication. Personal

Selling through direct conversation with the customer by informing and persuading them to buy

the innovative product. Print Advertising through flyers and tarpaulin. Online Marketing through

social media by posting on Facebook and Instagram about our product. Word of mouth

communication through words from the mouth and passing the news or information or people

telling it to each other rather than it being printed in written form. Using all these promotional

tools the company expects it would result in positive feedback and positive word-of-mouth

communication.
IV. APPENDICES

PICTURE OF ACTUAL PRODUCT

B. PRODUCT LABEL/PACKAGING
C. PRINT ADVERTISEMENT

D. STORE LAYOUT

D. Store Layout
PRODUCTION PROCESS

In making Pizza Pancake there are 7 steps to follow in order to maintain and achieve the desired
result.

Step 1 : Check the ingredients for standardization and prepare materials for production.

Step 2 : Pancake Batter Making; Mix Flour, baking powder, salt, sugar, oil, evaporated milk, and

egg in the mixing bowl.

Step 3 : Cooking the Pancake Batter; Preheat the frying fan, add a small amount of oil, and pour

¾ cup of pancake batter and fry. Circle shape will automatically form upon pouring the batter in

the frying pan, slowly flip the pancake to maintain its shape.

Step 4 : Topping Preparation; Cut ham into cube shape, drain pineapple tidbits and mushroom

and place in a small bowl.

Step 5 : Place the pancake on a baking sheet and spread the top with tomato sauce and add

pineapple tidbits, mushroom, ham, and grated cheese.

Step 6 : Preheat the oven to 180 degrees Celsius and bake for 10 minutes.

Step 7 : Serve Pizza Pancake hot.

F. PRODUCT COST PER UNIT