Business Plan
October, 2023
Jan Michael Almeida
President
janmichael.almeida@patts.edu.ph
09288765421
Reya Arashel Sayat
Chief Executive Officer
reyaarashel.sayat@patts.edu.ph
09999820721
Ezekiel Victor
Corporate Secretary
ezekiel.victor@patts.edu.ph
09684117857
Leader:
Almeida, Jan Michael L.
Members:
Abis, Harley Mar T.
Enriquez, Miguel Sebastien S.
Ferrer, Betinah Zaira L.
Manlapaz, Maureen Hope M.
Reyes, Kevin Shane M.
Romano, Marco Julian D.
Sangalang, Mark Jansen D.
Sayat, Reya Arashel T.
Torres, Rafael P.
Victor, Ezekiel F.
VI. Marketing Plan
A. Target Market
Sidlan, Kandili’s flagship product, aims to cater students, parents, and in the
workforce that consider packed food as their meals. After the pandemic started, a lot of
people are being more extra careful when dining outside so they prefer to have a packed
lunch with them when they are about to go out. Parents are considered as a target market as
well, for they are the ones usually preparing the food for their families. The target audience
are the people who prefer to bring home-cooked meals to school and workplace, and who
are into sustainability kits and food containers
B. Demand and Supply Analysis
The Homeware Industry is quite a lucrative business as it is as much as possible as
a necessity in our day to day lives. Utilizing its demand and supply analysis gives us
consideration of the factors that the business itself needs to take into consideration such as
seasons and latest trends. Through this, the company will be able to foresee shifts in the
market.
The Supply and Demand Analysis will include the laws of demand and supply which
indicates that the law of demand, when prices rise, fewer people would purchase the goods
and services. In contrast, the law of supply states that when prices rise, more goods and
services will be offered. Comprehending the above statement would help Kandili to keep
track of what is happening in the market and how to adapt to change and preparedness in
levels of equilibrium (stagnant or dynamic).
To cater with the future demand and supply of Kandili, the company aims to analyze
and study the craze in the current times. With this, a sufficient amount of materials must be
acquired with a trust-worthy supplier that meets with the company halfway. The organization
will make sure that business will meet requirements with average to high standards to be
able to cope with whatever situation may cause any effect on operations. This will also be
achieved through further improving the product that will increase the level of willingness and
ability of a consumer to buy our merchandise with respect to prices and surplus/shortage.
C. Competitive Analysis
This table shows the list of our company’s competitors. Lock & Lock and The
Bamboo Company have similar products like ours, especially the design and price. The
other companies not mentioned are our indirect competitors who also offer food containers
but they differ in terms of materials and price.
Tupperware aims to expand its sales force in 2017 due to its brand popularity,
reaching out to more markets and launching new products. It changed the lives of millions of
Filipinos through its world-class products and the limitless income opportunities. It inspires to
exceed a truly trusted household name. It exploits a nationwide network of independent
sales agents. Its peculiar and distinctive brand develops customer engagement and strong
customer relationships. This brand is then followed by Lock & lock, Home Gallery, and
others.
D. Marketing Mix Strategies
Social Media Marketing
According to Kandili’s Market Survey most of the consumers find
sustainability kits through social media therefore we will use our official social media
accounts to advertise and promote our product, Sidlan. Kandili has 3 social media
accounts (Instagram, Twitter, Facebook) which contain the company’s background,
advocacies, announcements, instructions on how to use our product, contact details,
and updates for our customers at least thrice a week. This will surely help Kandili be
known in Social Media.
Agile Marketing
Change is constant but we will make sure that we are ready to adapt to
change. Kandili is open to new ideas and ready for new plans. We are ready to take
risks. We’ve all heard how digital technology allows marketers to engage in
innovative new ways to meet customers’ needs far more effectively. Our social media
accounts and email are open to suggestions and opinions that can improve our
company’s product. Every month, Kandili will celebrate something special. We will be
featuring our product through a 3-minute short film that would be connected with the
occasion celebrated. Another way of featuring our product will be by posting teasers
in the form of pictures with short stories and poems that will capture the attention of
our target market.
Endorsements by Local Influencers
Kandili will coordinate with local influencers such as bloggers and vloggers
who promote sustainability, to endorse Sidlan through featuring it in their social
media accounts, blogs, and vlogs with their unbiased opinions. In exchange, we will
be giving them a free Sidlan container.
Advertising Strategy
One can say that good advertising can definitely affect the performance of a
business, big or small. All brands depend on advertising to make their own brands
known. According to Social Media Examiner’s seventh annual Social Media
Marketing Industry Report , 92 percent of marketers working with small businesses
agree or strongly agree that social media is crucial to their marketing efforts. That is
why a part of Kandili’s marketing strategy is through online advertising. In online
advertising, we will be using different social media accounts such as Facebook,
Twitter, and Instagram to boost our product by posting pictures and videos that will
inform the market regarding our product.
Considering those people who are not into the use of social networking sites,
another advertising strategy is through the distribution of posters and flyers in public
places especially malls. The flyers will contain details of the product and the contact
information for those interested in it. By this, Kandili will be able to promote the
product to more people and will not be just limited to those from the internet.
Kandili Bazaars
Kandili will coordinate with shops and join bazaars that will surely attract
people of all ages. We are planning to join various bazaars during the summer
(before school starts so that Sidlan will be one of the back-to-school necessities) and
December for Sidlan can serve as a Christmas present. These bazaars will surely
help boost Kandili in the market.
Sidlan For a Cause (#MapagKANDILI)
Be #MapagKANDILI! For every purchase of Sidlan, you get to help provide for
the daily needs of a child from St. Rita Orphanage in Parañaque and a coconut
farmer in Gumaca, Quezon. We will encourage the consumer to post a picture with
their Sidlan container using the hashtag #MapagKANDILI. By doing this, they are
proud to help a child and farmer and will surely capture the attention and hearts of
customers.
E. Evidence of Market Research
Before attaining good sales, we must get to know our customers and the
environment where we will sell. Research must be done for us to locate where our target
customers can possibly be found the most so we can reach them easily. Getting in track of
the latest trends and seeing how we can use them for our product will help us in our growth
since we are just a start-up company. By knowing our market, we can apply our marketing
strategies way better and address possible concerns along the way of the company’s
journey.
F. Sales and Promotional Plans, Including Timelines
The Public Relations team aims to establish its core business desires by employing a
variety of ethical communication between the business and the public. The world is changing
fast due to continuous technological advancements. It saves a lot of time and it makes life
easier compared to what we used to have in the past. It is widely beneficial to businesses
because it is used to facilitate customer service, blog or social network. In line with this, our
team will ensure that our workforce will produce a consistent productive output that will
please the customers to buy our product through the use of technology and manual systems.
As ambassadors of the business, we are responsible in protecting the image of the business
so we developed a grand strategy that will help the business achieve its goals that includes
the following:
Use of Technology
Technology has become embedded in all aspects of our everyday lives. We spend
hours gazing into our smartphones and computers just to keep updated in news and social
media. Through the use of social media accounts like Facebook, Twitter and Instagram, we
can stay in touch with our customers. It is a helpful tool for the customers to catch up with
the latest updates and trends of the product. We ensure the legitimacy of every social media
account to avoid double-dealing.
Business to Consumer Relationship
It is important to build harmonious relationships with the customers because they
have a value to the business in terms of promoting the product and company to other
consumers. Their positive feedback is a tool that will help the business to be more
recognized and to have a good public image.
Media/Press Relations
The media open the doors of the company to all. It is our way of inviting and
welcoming other people to get in touch with our product as they get to see the company’s
vision and mission. Posting infographics, printing of flyers, brochures and tarpaulins can be
done by the team to make awareness about our product. This captures the attention of the
people whether in their cellular phones or by merely walking in the streets and seeing such
posters. This can also catch the attention of journalists and bloggers to write an article for
our company so it can be better known by the public and together look into the company’s
goal so we can work hand in hand.
Presentation Opportunities
Our team looks forward to presenting our product to the public aside from
advertisements found in our social media accounts. We do believe that introducing it
personally is way better than just seeing a mere post about our product. We can address
more related queries and explain it better. Furthermore, we can look for social gatherings
where we can sell our product through pop-up booths in malls or bazaars so customers can
purchase it right away with less hassle.
Timeline