International Marketing Plan C E L ' S S W E E T B U K AY O MEMBERS Maria Elsie Apruebo Christine Joy Bañas Lynette Grace Santander EXECUTIVE SUMMARY Burundi is situated in East Africa and has a territory full of mountains, savannas and agricultural fields, with forests in the surrounding rivers and waters. Agriculture is spread on 80% of country's surface and it includes, coffee, tea, corn, beans, and manioc.The cuisine of Burundi is a perfect representation of African culinary tradition. Burundian people typically eat homemade food, which is a significant factor when considering the cuisine because of the country's economic situation. The CEL’s Sweet Bukayo business is named and get from the initials of the founders- Christine, Elsie, and Lynette. The business aimed to market improved, innovative, and nutritional bukayo. It will be served with various fruit flavors so that people may not only enjoy something sweet but also get nutrients that are beneficial to their health. EXECUTIVE SUMMARY The CEL’S Sweet Bukayo slogan is “Savourez le meilleur des noix de coco” which means enjoy the best of coconuts. The price of original flavor of CEL’s bukayo per 12 pieces is 64.56 pesos, the strawberry flavor is 174 pesos per 12 pieces, and the buko pandan flavor is 144 pesos per 12 pieces. And, the bundle of the three flavors cost 382. 56 pesos. Mission • To create, produce and sell bukayo in international market • To produce a local product that can compete not only locally but also internationally. • To create job opportunities for local people • Short-term Objectives The company short-term objective is to restore the Bukayo in the market and to encourage the millennial and people of Burundi to eat nutritious Bukayo. • Long-term Objectives OBJECTIVE The company long-term objectives include: to spread out the nutritious Bukayo not only in rural areas but also in the urban; locally and internationally, to encourage the target market to patronize the local delicacies like Bukayo, and to produce more fruit flavor that are beneficial to the health of the consumers BUKAYO Description and History Bukayo is also spelled as bucaio, bucayo, bokayo, bukhayo, or bukayu. During the Spanish rule of the Philippines, it was known as conserva de coco ("coconut preserve") in Spanish. - (Wikipedia) Bukayo is a Filipino dessert made from sweetened coconut strips. It is traditionally made by simmering strips or shredded bits of young, gelatinous coconut (buko) in water and sinuklob, which is sugarcane muscovado sugar melted into a chewy caramel-like consistency. Bukayo can be eaten on its own, usually rolled into little balls. But they can also be used as garnishing and fillings for other desserts, most notably for pan de coco and sinudlan empanada. UNIQUENESS OF THE PRODUCT Everyone knows that candies are part of our childhood. As a kid, they always wanted to have something sweet especially cadies. But taking too many sweets can cause harm to someone’s health. Some people love to ingest sweet candies or dessert some also wanted to absorb nutrients from it that’s why in order to promote the Filipino dessert that is very popular in most part of Iloilo Province, the company decided to introduce the newly improved Bukayo. The proponents came up with different fruit flavors so that consumer will not only get the sweets but also the nutrients that are beneficial to their health. COMPETITORS The Romana Peanut Brittle brand has diversified, and is also selling peanut “adobo,” banana brittle, greaseless peanut, “ube halaya,” “pastillas,” chocolate rolls, “polvoron,” “yema,” “chichacorn” and “bibingka.” products are made with wholesome ingredients, plantbased, gluten-free, and are free from refined sugars. Vegan Candy YARO THE METHOD INGREDIENTS • • • • Grated Coconut Meat Sugar Water Food Coloring FLAVOR • Strawberry Jam • Buko Pandan Jam PROCEDURE • Boil Young coconut juice or water together with sugar in a pot. Constantly stir until the sugar dissolves. Continue to cook over medium heat until the mixture thickens. • Put coconut meat (grated or strips) and stir fry until it turns light brown. Remove from pan and drain cooking oil. • Add the desired flavor and food coloring. Put everything into sugar mixture. Blend well until it caramelize. The Product & Packaging Paper Box Plastic Aluminum Jar It's eco friendly. Paper packaging provides convenience as well as visibility for the brands. Besides, its advantages include the ease with which products can showcase their distinctive packaging , its superior product protection, and the fact that it's easy to stack. Bukayo Original Flavor Strawberry Flavor Buko Pandan Flavor TARGET MARKET • • • • • • Upper Class Middle Class Lower Class Both men and women Citizens of Burundi Ages 4 years old and above • Exception to persons who are diabetic • B2B, supermarkets, pasalubong center Buyers Persona BURUNDI Burundi originated in the 16th century as a small kingdom in the African Great Lakes region. After European contact, it was united with the Kingdom of Rwanda, becoming the colony of Ruanda-Urundi - first colonised by Germany and then by Belgium. The colony gained independence in 1962, and split once again into Rwanda and Burundi. It is one of the few countries in Africa (along with Rwanda, Botswana, Lesotho, and Eswatini) to be a direct territorial continuation of a pre-colonial era African state. The current population of Burundi is 12,747,274. *Burundi 2020 population is estimated at 11,890,784 people at mid year according to UN data. *Burundi population is equivalent to 0.15% of the total world population. *Burundi ranks number 78 in the list of countries (and dependencies) by population. Language Kirundi, French, and Kiswahili are the three main languages spoken in Burundi, a small landlocked nation. All Burundians speak Kirundi, our native tongue, as their primary language. Buyers Persona PEOPLE Burundi is a resource-poor landlocked nation with a negligible level of industrialization. More than 70% of the labor force is employed in agriculture, the bulk of whom are subsistence farmers. However, after the overthrow of the monarchy in 1966 (and particularly after a murder of Hutu in 1972), such cultural expression has faded. Burundi has a rich cultural past, with folk songs and dances being among its most prominent examples. Since then, Burundian daily life has been shaped by the needs of surviving at a time of civil war and racial animosity, and many significant social institutions, including the family and the village council, have lost their power as a result of political upheaval and the mass emigration of people. Slogan Savourez le meilleur des noix de coco Enjoy the best of coconuts S.W.O.T ANALYSIS STRENGTHS • Low production cost • Easy manufacturing process • Adequate availability of raw materials • Various choices OPPORTUNITIES • • • • Local Government support Availability of local labor Grow market steadily Promote new ideas and creativity THREATS WEAKNESSES • It can't be preserved in a longer time for freshly made product • Demand in seasonal dependent • Limited budget to develop brand awareness • • • • • Unexpected coconut pest Climate change Economic crisis Competition from within the coconut delicacies Substitute product beverages PRICING STRATEGY DISTRIBUTION PLAN PROMOTIONAL PLAN Running joint campaigns with members of the retail channel. Marketing campaigns that tell customers and prospects that our products are available in that retail outlets. Associating our products with distributors that reflect our brand values and reach your target market (versus being everywhere.) THAT'S A WRAP! Thankyou for Listening..
