Marketing Plan

I. Product Strategies:

A. Introduction:

Objectives: During the introduction stage, the entrepreneurs of this

marketing plan has the objective to focus on the promotional aspect
of the product to create a stable target market and market size.

Strategies: It is important to create brand awareness and generate

demand for the product during the introduction stage and this can
be achieved through:

1. Promotions: Offering promotions, such as discounts,

bundled promos, and loyalty cards which helps to attract
customers and create an incentive to try the product.

2. Influencer Marketing: Taking advantage of the

businessmen and businesswomen in our group who has a
platform is a good strategy to promote the product and
create brand awareness instead of hiring influencers when we
still don’t have that much capital.

B. Growth:

Objectives: The objective in this stage is to increase the market

share of the product and build a loyal customer base.

Strategies: The various marketing strategies listed below will help

us in keeping our product afloat:

1. Product Customization: Providing customers with

customization options to choose their specific preferences
and needs. In this strategy, the entrepreneurs will present an
online customization website for consumers to create a new
combination of flavors for our product. All of the products will
be posted in all of our social media accounts for a public poll,
the top 5 highly rated products will then be included in our
lineup.

2. Exceptional Customer Service: Building a loyal

customer base by providing free condiments on bundled
promos. Another way of building a loyal customer base is to
have collaborations with local brands such as local pop
groups and having a product theme about them.

C. Maturity:
Objectives: To maintain market share, generate consistent profits,
and to create a strong barrier against price wars and improve sales
promotion.

Strategies: It is important to stay on top during this stage and this

can be achieved through:

1. Continuous Innovation: By closely studying the market

for trends and expectations, the entrepreneurs will constantly
improve existing products and services to fit in with the
current movement to stay relevant. This strategy calls for the
entrepreneurs to closely examine the target market’s
reaction towards the product and improve the areas that
needs improvement.

2. Product Diversification: Another way of staying relevant

in the market is to introduce new products and services to
meet the changing consumer needs and desires while also
attracting new market segments. During this stage, the
entrepreneurs will adopt new flavors or condiments for their
product that is highly sought out by the market.

II. Pricing Strategies

A. Introduction:

Objectives: The main goals during this stage are to establish a

strong market presence for Sabunganay Cheese Bites, generate
widespread product awareness among potential customers, and
attract early adopters who will try the product and potentially
become brand advocates.

Strategies: It is important to create brand awareness and generate demand for the
product during the introduction stage, and this can be achieved through:

1. Penetration Pricing: This strategy will have a set of an

initial price lower than competitors, to quickly gain market
share. (Example: Price Sabunganay Cheese Bites at P18 if
competitors are at P20.)

2. Promotional Pricing: This promotional pricing strategy

offers introductory discounts or deals and encourages first-
time purchases. (Example: "Buy one, get one 50% off" for the
first purchase of our product.)

B. Growth Stage:
Objectives: And during the growth stage, the focus shifts to
increasing Sabunganay Cheese Bites' market share by attracting
more customers, maximising profit as sales volume increases, and
building strong brand loyalty among existing customers to ensure
repeat purchases.

Strategies: To capitalize on increasing demand and establish a strong market

position
during the growth stage, we consider implementing these strategies:

1. Value-Based Pricing: Increasing the prices with brand

recognition as value perceived by the customer is considered
to be more than before. (Example: Increase price marginally
by 5-10% to capitalise on the new momentum.)

2. Penetration Pricing: This refers to establishing a low

price in a market, usually to gain market share or create
profits at the later stages. It is practised when the market is
experienced and saturation is low. (Example: Pricing at a
level below the cost to undercut competitors and attract more
customers.)

3. Bundle Pricing: This is done by increasing the average

collected price when selling multiple products as a bundle.
(Example: Several flavours of the same product packaged
into a "product variety pack" priced slightly lower.)

C. Maturity Stage

Objectives: In this stage, the primary objectives are to maintain

Sabunganay Cheese Bites' market share in the face of increasing
competition, maximise profitability by optimising costs and pricing,
and differentiate the product from competitors to sustain customer
interest.

Strategies: To maintain market position and profitability in the face of increased

competition during the maturity stage, employ these strategies:

1. Price Skimming: Set progressively lower prices to reach

deeper market price-sensitive segments. (Examples: Maintain
annual price change of 3-5% to avoid loss of competitive
advantage.)

2. Simple Psychological Pricing: Utilise prices that will

influence customer psyche. (Examples: Price P20.00 to
P18.00 such that it is perceived as providing good value for
money.)

III. Promotional Strategies:

A. Introduction

Objective: In the introduction stage the objective of entrepreneurs

focuses on promoting the product through different strategies in
order to target a number of customers.

Strategies:
1. Messaging Strategies: Create a catchy introduction
about your business to increase the interest of the
customers and provide a short and brief description of the
product you're offering. Include the details on how to
order, when and where will they receive the order. This
strategy can be used on social medias like messenger and
instragram where you can reach your friends online.

2. Content Marketing: We can use our facebook page in

order to post and disseminate video vlog or montage on
how we cook and sell the product, who are our customers
and the demand of our product. We can also post pictures
containing the health benefits of our products.

3. Customer Review: In this strategy, you will be able to

build trust to other people as your customers promote the
product for you. People loves to keep up with other people
or trends. If your customers are able to share their honest
review, the public will most likely be eager to buy the
product just to prove something.

4. Small Freebies: the weakness of today's generation is

impulsive buying for something they can keep such as
stickers or photocards. This strategy can increase your
customers as they will be eager to buy the product along
with things that are cute to keep.

5. Influencer Marketing: Collaborate with appropriate

influencers who can endorse your product or service to
their audience as this will give a huge impact on your
business.

B. Growth

Objectives: The objective in this stage is for the entrepreneurs will

continue promoting the product across social media and inform
customers through announcements in the upcoming sports fest for
the product to be well-known

Strategies:
 1. Paid Advertising: To be able to attract more customers,
we need to invest for a larger promotional strategy that
can assure the awareness of other people in your product.
Almost all people uses different social media platforms
and the only thing they all have in common is ads which
people often hate but its a way they can notice your
product. This ads can be seen in facebook, youtube and
tiktoks.

2. Implement sales: People loves affordable things, the

lower the price, the better. In order to avoid low profit in
the introduction, it is best to do this in the growth stage
as this can also provide misconceptions about the price in
the beginning of your business.

3. Word-of-mouth marketing: People trusts their friends,

if you can get your customers to refer your product to
their close friends or people, theres a huge tendency for
new customers.

4. E-mail Marketing: Grow your e-mail address base and

send tailored campaigns aimed at pulling leads through
the conversion process.

C. Maturity

Objectives: The maturity in this stage allows the creativity of

entrepreneurs to promote the product through different platforms.

Strategies:
1. Free Sample or Giveaways: this is applicable if the
business already grown far. People loves free service, you
will be able to attract more customers if they already
experienced the taste and affordability of the product
you're offering. This can be done in a trial period wherein
you're giving free samples in a limited period of time in
order for the customers to increase eagerness and
curiosities to taste the product.

2. Special Causes: an example of this is the famous Run

for A Cause events. This strategy makes your customers
feels like they're part of something bigger once they get
involved in your business. Since our product is vegetables,
we can relate to it as saving lives of animals wherein
customers can feel like they're change the world for the
better.
 3. Customer Loyalty programs: People will be eager to go
back again and again in your product if there's something
they will receive in return. It's like giving freebies once
they bought more than ten times in your business. This
strategy is a way of keeping your customers and to attract
other people to interact with your brand.

4. Co-operations and Partnering: Partner with businesses

that are additive to your value proposition so you can co-
promote or cross-promote each other's services.

5. New Product Development: Come up with new

products or services to broaden your product mix and try
reaching other markets.

IV. Distribution strategies:

A. Introduction:

Objectives: The goal of the entrepreneurs during this stage is to

pull customers and create consumer demand. Another goal during
this stage is to create product awareness.

Strategies: Through different promotional strategies listed below,

the entrepreneurs will be able to create awareness and be able to
pull customers.

1. Direct Channel: Since the distribution channel at the

beginning of the business can only be limited, the
businessmen and businesswomen of this marketing plan will
take advantage of the direct channel where the consumer
will sell the product directly to the consumer by using the pull
strategy.

2. Pull Strategy: Consumer demand will naturally occur in

this stage once the entrepreneurs perform various
promotional mix activity such as: creating loyalty cards that
guarantees customers to receive a discount after their 10 th
purchase.

B. Growth:

Objectives: Since this stage entails that the business is already

taking off and that multiple markets know of the product, it is
natural that the entrepreneurs of this business should invest in
logistic managements to make the distribution of the product easier
and effortlessly.
Strategies: To make the distribution "easier" and "effortlessly" the
entrepreneurs will utilize the following:

1. Logistics management: We will invest and utilize a management

on logistics and hire people under these departments:

Order Processing
To optimize order processing, we will implement efficient picking
and packing strategies, such as integrating with trusted delivery
partners that can ensure timely and accurate shipments to enhance
customer satisfaction.

Warehousing
Effective warehousing strategies include utilizing warehouse
management systems to track materials and the optimization of
implementing techniques which can reduce handling time and costs
by minimizing product storage.

Inventory Control
To maintain optimal inventory levels, we can employ forecasting
techniques to predict demand accurately. Implementing inventory
management can help reduce holding costs by ensuring products
arrive only when needed.

Transportation
Strategic transportation planning involves selecting the most
suitable modes of transport based on factors such as speed, and
product characteristics. Consolidating shipments and negotiating
favorable rates with carriers can help reduce transportation costs.

C. Maturity:

Objective: The objective of the entrepreneurs during this stage is

to utilize help from other companies to stay relevant in the market.

Strategy: By sending out multiple concept papers regarding the

funding for our business, we will be able to stay relevant in the
market by utilizing the following strategy:

1. Indirect Channel: Once our concept papers are accepted

by other companies, we will be able to have wholesalers who
are interested and willing to invest in our product. In this
strategy, we can also have retailers who want to resell our
product to consumers.
2. Customer-Centric Distribution: Adapting to what the
customers like or prefer. Keep on doing what strategies the
customer likes when it comes to delivering products.

3. Partnership with other companies: This can be able to

enhance distribution methods and share distribution
resources that will save money by cooperating with other
companies and this can help in reaching more customers.

4. Expanding Market: This is where business will be ready

to develop and expand throughout other places in order for
the product to be well-known.