3 I’CREAM CARIÑ O MARKETING PLAN EntreMarkeTeam Group Leader: Mahusay, Homer Seall Luiji E. Participating Group Members:Española, Junry Delos Santos, Marxian Bayonito, Mary Anne See, Clark Andrei Not Participating Group Members: Aurelio, Stephanie G11 ABM 25 – ENTREMARKETEAM TABLE OF CONTENTS 1. PRODUCT LOGO AND DESCRIPTION …………………………………. 1 2. MARKETING GOALS AND OBJECTIVES …………………………………. 2 ………………..……………….………………… 3 3. EXECUTIVE SUMMARY 4. SITUATION ANALYSIS a. PEST ANALYSIS ...……………………………………………………. 4 b. SWOT ANALYSIS ……………………………………………………… 5 5. MARKET ANALYSIS ………………………………………………………….. 6 6. MARKETING STRATEGIES a. PRODUCT STRATEGY ……………………………………………….. 7 b. PRICE STRATEGY ……………………………………………………. 7 c. PLACE STRATEGY …………………………………………………… 7 d. PROMOTION STRATEGY .………………………………………….... 8 e. PACKAGING STRATEGY ……………………………………………. 9 f. PEOPLE STRATEGY ………………………………………………… 10 7. DOCUMENTATION …………………………………………………………… 11-12 PRODUCT LOGO AND BRIEF DESCRIPTION The logo is simple and minimalist in style. The product is named "I'cream Cariño" which gives it a more elegant and basic appearance. The ice cream emblem, which appears in the upper corner of the product name, represents the main ingredient. MARKETING GOALS AND OBECTIVES 1. BOOST BRAND’S VISIBILITY - The more visible the brand is, the greater possibilities of reaching out to potential customers. OBJECTIVE: The team will publish or promote product every week to the target customers on various social media platforms such as Facebook or Instagram to increase brand visibility. 2. ADD MORE CUSTOMERS FROM CURRENT MARKETS - Convincing people to buy from you is part of getting customers. More customers not only increase revenue, but they also increase brand awareness. OBJECTIVE: The team will implement off-site customer acquisition tactics by the end of the month. 3. MORE SALES OR INCREASE REVENUE - Every company wants to increase their revenue. The team must need to have activities that they can put in place to drive more sales and get more customers. OBJECTIVE: Increase revenue by launching different flavors for customers additional options and to increase brand satisfaction by the end of the year. 4. IMPROVE PRODUCT QUALITY - Improving the product could impact the business, such as customer satisfaction levels. The team needs to improve their products to have a good customer experience and generate more positive review. OBJECTIVE: Launch new flavor and eco-friendly product packaging by the end of the month. EXECUTIVE SUMMARY I’cream Carino ̃ is a delicious dessert drink for everybody who like and craves sweets, it is made up of an iced chocolate drink with your choice of ice cream flavor and a variety of desserts. The product itself is perfect and can beat the summer heat this upcoming summer. This product is suitable for people of all ages and genders. The kiosk is located at Kenneth Road Taytay 1920 Rizal. Come by our kiosk for a sweet drink if you are in the area. The team’s intent is to provide a delicious drink dessert for everyone, made by quality service, and to ensure the preservation of mother nature with its eco-friendly packaging planned by the team. SITUATION ANALYSIS P.E.S.T. ANALYSIS POLITICAL - Government restrictions (Lockdown) ECONOMICAL - High inflation rate - Consumer confidence SOCIAL - Customer’s taste preference - Ethics, values, customs, and traditions - Population growth & density TECHNOLOGICAL - Mobile payments allow customers to pay their orders - Internet access - Social media as a venue for promoting product SITUATION ANALYSIS S.W.O.T. ANALYSIS STRENGTHS: Outstanding & Quality service Affordable price Open and highly skilled staff Uniqueness of the product quality Semi-Eco-friendly packaging WEAKNESS: OPPORTUNITIES: Excellent location New market Seasonal menu THREATS: Minimal facilities & equipment Lack of access to capital & funding Unavailability of delivery service Rising costs of ingredients Weather conditions New born competitors Fail to attract customers MARKET ANALYSIS The team’s primary target demographic will be the children, teenagers, adults due to the closeness to public and crowded place. Creams and drinks are consumed in large quantities by groups. Also, those people who love sweets and drinks that are near the place are also included. The product is also suitable ages 5 above since it is sweet that every people crave except to those diabetic. This product is primarily accessible to those who live near Kenneth Road, Taytay Rizal. MARKETING STRATEGY OVERALL MARKETING STRATEGY PRODUCT STRATEGY (Input design / floor design / sketch / art work / etc if applicable) For individuals who want and want sweets, I'Cream Carino is a product worth purchasing. This product offers a variety of sweets that can benefit you in a variety of ways and improve your mood. Eating sweet items, according to Algester and Acacia Ridge Medical Center and Family Practice, Can lead to increased energy levels, which are important in daily life. Aids in the development of a stronger immune system, which is beneficial in protecting you from several infectio1ns that can cause illness or even death. Finally, they claimed that consuming sweet foods can help you sleep better, feel better, and reduce stress and anxiety. It's no surprise that sweets are the best remedy to everyone's problems. Always remember what Helen Keller said: "Life is short and unpredictable." Eat the dessert first! " PRICE STRATEGY (Input design / floor design / sketch / art work / etc if applicable) PLACE STRATEGY (Input design / floor design / sketch / art work / etc if applicable) The overall cost of the recipe is PHP 47.00, which includes all ingredients as well as utility costs such as energy used by the crew to make the product. The team will mark up the cost of each serve to achieve a profit margin of 50%. In total, the selling price of the product is PHP 70.00 per serve. In comparison to its competition, Max Mango, which also offers dessert drinks such as chocolate and mango overload. In terms of pricing, I'Cream Cariño is still affordable when compared to Max Mangos' small size price of PHP 85.00. The distribution channel will be direct distribution. Having this channel allows the team to communicate directly with customers, allowing them to better understand and comprehend the market to which they are marketing. The kiosk is conveniently positioned along the road, making it handier and more accessible for the consumers. This product is predominantly sold near block 13 on Kenneth Road. Because it is just near to the wet market and a school, the location is rather congested, which provides an opportunity to attract some consumers. Because the kiosk is located in the public center, the team can easily serve customers. The kiosk design and concept is simple but appealing, since team’s intend is to paint and decorate it with product-related paint decor. The team can also draw customers in this way. The design for kiosk is seen below. PROMOTION STRATEGY (Input design / floor design / sketch / art work / etc if applicable) These are the following tactics to promote the product: Social Media Social media has the biggest audience that could turn into our possible customers. The team can promote their business by creating a page, using paid advertising to reach many unknown people on social media to attract new customers, and also consider having an endorser where they will promote the products on their channel, so that the team can have more potential customers. Below are the official Facebook page and Instagram handle. Product and Giveaway Samples It is best to have product samples and giveaways, especially if we're new in the market, to know more about the product. Offer Buy 1 Get 1 Deal The team is offering buy 1 get 1 from the available product. It includes offering a buy one take one dessert drink, buy 1 I’Cream Cariño and get one for 30% off. It helps the business to increase more customers. PACKAGING STRATEGY (Input design / floor design / sketch / art work / etc if applicable)) PEOPLE STRATEGY In terms of packaging, it comes with a paper cup and a take-out paper bag. Because team aims to safeguard and preserve mother nature as well as do business, the packaging is 90 percent eco-friendly. Because it is biodegradable, having this type of packaging is extremely beneficial to our customers. The thing that concern us is that the team doesn’t offer full 100 percent eco-friendly packaging because they don't have the funding for eco-friendly utensils, specifically spoons. Overall, eco-friendly packaging is still crucial for our environment and future needs. Below is a picture of the packaging design. Homer Mahusay will be the general manager, in charge of the entire team as well as the business. Junry Española will be the paymaster or clerk, and he will be in charge of accepting payments, providing receipts, (Input design / floor design / sketch / art work / etc if applicable) and keeping account of all monetary transactions. Meanwhile, Marxian Delos Santos will be the product maker or producer, in charge of creating goods for our customers. And lastly, Mary Anne Bayonito and Clark Andrei See will function as the servers, who will be in charge of serving valued customers. GROUP DOCUMENTATION INFORMATION SOURCE/S - https://www.brisbanebulkbillingdoctor.com.au/news/giving-sugar-6-amazinghealth-benefits/amp/ - https://coschedule.com/blog/marketing-objectives MEMBER’S PARTICIPATION: APRIL 21, 2022 APRIL 22, 2022 MAY 4, 2022
