INTRODUCTION
This chapter will determine different marketing strategies used to create
the customer, to keep the customer and to satisfy the customer.
Marketing is an integrated process through which companies build strong
customer relationship and create value for their customers and for themselves it
also generates the strategy that underlies sales techniques, business
communication, and business developments.
Marketing research involves conducting research to support marketing
activities, and the statistical interpretation of data into information. This
information is then used by managers to plan marketing activities, gauge the
nature of
‘SAKTO DONUTS’’ marketing environment, attain information from
suppliers, etc. the marketing research process spans a number of stages,
including the definition of a problem, development of a research plan, collection
and interpretation of data and disseminating information formally in the form of a
report. The task of marketing research is to provide management with relevant,
accurate, reliable, valid, and current information.
Market research pertains to research in a given market. The establishment
may conduct research in a target market, after selecting a suitable market
segment. Marketing research relates to all research conducted within marketing.
Enable to complete our marketing research we conducted a survey to
know the like and dislike of people about DOUGHNUTS, and then we made a
tally to get the accurate information.
1
MARKETING ASPECT OBJECTIVES:
Our objective is to be able to know the target market in our Business
location. Also a part of the objective is to know what product is more acceptable
for our customers. And to make sure that our products will be affordable for our
customers and to meet their needs and to satisfy with quality service and
product.
In this chapter, it explains the following:
1. The product description, the types of menus and types of services that are
offered.
2. The target market of SAKTO DONUTS will also be sited.
3. List of the demand and supply gap based on the competitor’s sales and
expenses for the last five years.
4. Explain the market research and the market reaction as well as market
share, distribution network and marketing strategies.
5. Computed the advertising expenses and determine the type of
advertisement to be used.
2
PRODUCT DESCRIPTION
SAKTO DONUT establishment presents different varieties of doughnuts;
original recipes (condensed milk, cheese, honey, vanilla) common flavors
(Bavarian, strawberry, chocolate, and sugar glazed). All doughnuts we have has
a miniature product namely BULILIT SAKTO.
Aside from doughnuts we also offer beverages. We have cold beverages
(soda drink, juice, water); hot beverages (hot chocolate, coffee).
3
DEMAND AND SUPPLY
Demand
Historical population of Baranggays
The historical population of the baranggays came from the population of
the Tungkong Mangga for the last 5 years, Grace Ville for the last 5 years,
Gaya-Gaya for the last 5 years and Gumaoc Central for the last 5 years.
Table 2.1
Brgy.
2006
2007
2008
2009
2010
Tungkong mangga
7,815
8,209
8,603
9,015
9,447
Grace Ville
31,102
32,670
34,230
35,881
37,603
Gaya-Gaya
9,426
9,901
10,376
10,874
11,395
Gumaoc Central
3,238
3,401
3,564
3,735
3,914
TOTAL
51,581
54,181
56,781
59,505
62,359
NOTE: These figures are the population of our baranggays over the last years.
Average Increase
=𝐹𝑦 -𝐹1 /5-1
= (2010-2006)/5
= (62,359 - 51,581)/4
= 2,695
NOTE: these values signifies that our baranggays, Tungkong Mangga, Grace
Ville, Gaya-Gaya, and Gumaoc Central increasing population over the last years
that they are operating.
4
Demand
Table 2.2
Project Year
Average Increase
Past Demand
Projected Demand
2011
2,695
62,359
65,054
2012
2,695
65,054
67,749
2013
2,695
67,749
70,444
2014
2,695
70,444
73,139
2015
2,695
73,139
75,843
NOTE: These figures are the population of the baranggays over the last years.
Supply
Historical Population of Competitors
The historical population came from the number customers of our
competitors for the past years that they operating.
Table 2.3
Competitors
2006
2007
2008
2009
2010
Mister Donut
12,627
13,589
14,235
15,008
16,728
Dunkin Donut
10,234
11,934
12,358
13,528
15,117
Julie’s
9,704
10,793
10,220
10,710
12,224
Happy Haus
13,945
11,435
12,023
12,775
14,340
Total
46,510
47,751
48,844
52,021
58,409
Bakeshop
NOTE: These figures of the number of customers over the last years.
5
Average Increase
=𝐹𝑦 -𝐹1 /5-1
= (2010-2006)/4
= (58,409 -46,510)/4
= 2,975
NOTE: these values signifies that our competitors, Dunkin donuts, Mister donuts,
Happy-haus donuts and Julie’s Bakeshop have an increasing customers over the
last years that they are operating.
Supply
Table 2.4
Year
Ave
Past Supply
Projected Supply
2011
2,975
58,409
61,384
2012
2,975
61,384
64,359
2013
2,975
64,359
67,316
2014
2,975
67,316
70,291
2015
2,975
70,291
73,266
NOTE: These figures of the number of customers over the last years.
6
Demand and Supply Gap
Projected
Projected
Projected
Demand and
Unsatisfied
Year
Demand
Supply
Supply Gap
Demand
2011
65,054
61,384
3,670
6%
2012
67,749
64,359
3,390
5%
2013
70,444
67,316
3,128
4%
2014
73,139
70,291
2,848
4%
2015
75,843
73,266
2,577
3%
NOTE: The decreasing of unsatisfied gap shows that Dunkin Donuts, Mister
Donuts, happy-haus donuts and Julie’s Bakeshop have an decreasing
unsatisfied customers for 2011-2012, consistent for the year 2013-2014 and still
decreasing on 2015.
DEMAND AND SUPPLY
DEMAND
Historical sales
The historical sales of the Competitors came from the sales of the Dunkin
donuts for the last 2 years, happy-haus donuts for the last 2 years, Mister Donuts
for the last 3 years and Julie’s Bakeshop for the last 3 years.
Table 2.1
Competitors
2006
2007
2008
2009
2010
Dunkin Donuts
-
-
-
900,000
1,095,000
Mister Donuts
-
-
1,550,000
2,090,000
2,920,000
Happy-haus Donuts
-
-
-
1,820,000
2,912,000
Julies Bakeshop
-
-
2,060,000
3,000,000
3,650,000
Total
-
-
3,610,000
7,810,000
10,577,000
7
NOTE: These figures are the sales of our competitors over the last years that
they are open for operation.
Average Increase:
=𝐹𝑦 -𝐹1 /5-1
= (2010-2006)/5
= (10,577,000-3,610,000)/4
=1,741,750
SUPPLY
Table 2.2
Project Year
Average Increase Past Demand
Projected Demand
2011
1,741,750
10,577,000
12,318,750
2012
1,741,750
12,318,750
14,060,500
2013
1,741,750
14,060,500
15,802,250
2014
1,741,750
15,802,250
17,544,000
2015
1,741,750
17,544,000
19,285,750
NOTE: These figures are the expenses of our competitors over the last years
that they are open for operation.
8
Historical Expenses of Competitors
The historical expenses came from the expenses came from the expenses
of our competitors for the past years that they operating.
Table 2.3
Competitors
2006
2007
2008
2009
2010
Dunkin donuts
-
-
-
950,000
960,000
Mister Donuts
-
-
1,340,000
1,360,000
1,440,000
Happy-haus
-
-
-
700,000
728,000
-
-
53,000
55,000
60,000
-
-
1,393,000
3,065,000
3,188,000
donuts
Julie’s
Bakeshop
Total
Average Increase
=𝐹𝑦 -𝐹1 /5-1
= (2010-2006)/4
= (3,188,000-1,393,000)/4
= 448,750
NOTE: these values signifies that our competitors, Dunkin donuts, Mister donuts,
Happy-haus donuts and Julie’s Bakeshop have an increasing income over the
last years that they are operating.
9
Demand and Supply Gap
Table 2.4
Projected Year
Average Increase
Past Supply
Projected Supply
2011
448,750
3,188,000
3,636,750
2012
448,750
3,636,750
4,085,500
2013
448,750
4,085,500
4,534,250
2014
448,750
4,534,250
4,983,000
2015
448,750
4,983,000
5,431,750
NOTE: The increasing unsatisfied gap shows that Dunkin Donuts, Mister Donuts
happy-haus donuts and Julie’s Bakeshop have an increasing income for 20112012 and consistent for the year 2013-2015.
Projected
Projected
Projected
Demand and
Unsatisfied
Year
Demand
Supply
Supply gap
Gap
2011
12,318,750
3,636,750
8,682,000
70.47%
2012
14,060,500
4,085,500
9,975,000
70.94%
2013
15,802,250
4,534,250
11,268,000
71.30%
2014
17,544,000
4,983,000
12,561,000
71.59%
2015
19,285,750
5,431,750
13,854,000
71.83%
10
SAKTO DONUTS SURVEY QUESTIONNAIRE
Full Name:
Age:
Gender: ( ) Male Female ( )
Occupation:
1.
How often do you eat doughnuts?
a. Sometimes
2.
b. Always
b. Always
What kind of packaging would you like your doughnut to be placed?
b. Paper Bag
b. Hot Choco
b. W/out filling
c. Plain
d. Sugar Glazed
b. Taste
c. Aroma
b. Snack Time
c. Dinner
How much do you usually spend to eat doughnuts?
a. P 10-25
10.
d. Juice (Tetra Pack)
What particular time of the day do you usually eat doughnut?
a. Morning
9.
c. Soda
What do you crave for in a doughnut?
a. Appearance
8.
d. Others
What doughnut would you prefer to eat?
a. With filling
7.
c. Styro
What drinks do you want to accompany your doughnut?
a. Coffee
6.
d. Never
b. Cheese Donut c. Vanilla Donuts d. Honey Donut
a. In a carton
5.
c. All the Time
What flavor of doughnut do you prefer?
a. Condensed Donut
4.
d. Never
How often do you visit a doughnut store?
a. Sometimes
3.
c. All the Time
b. P 26-40
c. P 41-50
d. Others
What kind of add – ons would you like your doughnut to have?
a. Marshmallow
b. Sprinkles
c. Milk Powder
……………………………………………………….
SIGNATURE OVER PRINTED NAME
11
MARKET RESEARCH
QUESTIONS
Occupation
Age
CHOICES
TALLY
PERCENT
Student
38
38%
Worker/Businessman
42
42%
Un Identified
20
20%
10-15
14
14%
16-20
30
30%
21-25
20
20%
26-30
13
13%
31-35
5
5%
36-40
6
6%
41-45
4
4%
46-50
3
3%
51-55
3
3%
56-60
2
2%
a. Sometimes
71
71%
b. Always
17
17%
c. All the Time
6
6%
d. Never
6
6%
a. Sometimes
67
67%
b. Always
17
17%
c. All the Time
7
7%
d. Never
9
9%
a. Condensed Donut
20
20 %
b. Cheese Donut
28
28%
c. Vanilla Donuts
34
34%
Survey Questions
1. How often do you eat
doughnuts?
2. How often do you visit a
doughnut store?
3. What flavor of doughnut
do you prefer?
12
d. Honey Donut
18
18%
4. What kind of packaging
a. In a carton
47
47%
would you like your
b. Paper Bag
37
37%
doughnut to be placed?
c. Styro
6
6%
d. Others
10
10%
5. What drinks do you want
a. Coffee
33
33%
to accompany your
b. Hot Choco
42
42%
doughnut?
c. Soda
23
23%
d. Juice (Tetra Pack)
2
2%
a. With filling
49
49%
b. W/out filling
15
15%
6. What doughnut would
c. Plain
15
15%
you prefer to eat?
d. Sugar Glazed
21
21%
a. Appearance
12
12%
7. What do you crave for in
b. Taste
70
70%
a doughnut?
c. Aroma
18
18%
8. What particular time of
a. Morning
12
12%
the day do you usually eat
b. Snack Time
79
79%
doughnut?
c. Dinner
9
9%
a. P 10-25
43
43%
b. P 26-40
25
25%
9. How much do you usually
c. P 41-50
22
22%
spend to eat doughnuts?
d. Others
10
10%
a. Marshmallow
21
21%
would you like your
b. Sprinkles
47
47%
doughnut to have?
c. Milk Powder
32
32%
10.
What kind of add – ons
13
INTERPRETATION
The first question is about how often the respondents eat doughnuts.
Seventy-one out of 100 people said, they eat doughnuts sometimes and among
the four choices, it got the highest vote. Some answered always which got 17%
of the votes and the remaining 6 % answered all the time and never.
Second question shows that 67 people voted sometimes they visited a
doughnut store and it gained the highest vote. Always was voted by 17 people,
all the time was voted by 9 people. The remaining 7 people voted never visit a
doughnut store.
For the third question, we asked the people what flavor of doughnut they
prefer. Among the choices, vanilla got the highest vote which grabbed the 34 %
followed by the cheese doughnut which is 28 %. And for the remaining 20%
grabbed by the condensed doughnut, and honey doughnut obviously got the
lowest percentage.
Fourth question shows that most of the respondents want their doughnuts
to be placed in a carton which got 47 % votes. 37 % voted for the paper bag
followed by the 10 % for the styro and for the remaining 10 %, respondents
answered they want their doughnuts would be placed in their choice of container.
For the fifth question, we asked the people what drinks do they want to
accompany their doughnut, as a result, hot choco is the most preferred beverage
having 42 votes which got the highest vote among the others. Coffee got 33
votes, 23 votes for the soda and the remaining 2 votes went for the juice.
The sixth question is about what the respondents would prefer a doughnut
with filling, a doughnut without filling, a plain doughnut or a sugar glazed
doughnut. Out of 100 %, 49 % of the respondents answered a doughnut with
filling. For the 15 % of the respondents answered they prefer a doughnut without
filling and a plain doughnut and the remaining 21% answered for a sugar glazed
doughnut.
14
The seventh question is about how the respondents crave for a doughnut.
Out of 100% of the respondents, the taste collected the 70 % followed by the
aroma which collected the 18% and the remaining 12% went to the appearance.
The eighth question is about what particular time of the day the
respondents do usually eat doughnuts. Snack time earned 79 % of the
respondents out of 100 %. Morning earned 12 % which took the second place
and the least, dinner which earned 9 %.
The ninth question is about how much usually the respondents spend to
eat doughnuts. Out of 100%, 43 % of the respondents answered they spend P10
to P25. Then the 25 % of the respondents answered they spend P26 to P40.
Then for the 22 % of the respondents answered they spend P41 to P50 and for
the remaining 10 % the respondents answered they spend P50 above just to eat
doughnuts.
The tenth question is about what kind of add-ons would the respondents
like to have in their doughnuts. Among the choices, the sprinkles
gained 47 %
out of 100 % of the respondents followed by the milk powder which gained 32 %
and the remaining 21 % gained by the marshmallow.
15
DISTRIBUTION NETWORK
SUPPLIER
SAKTO DONUTS COMPANY
CUSTOMERS /CLIENTS
Sakto donuts only gets its supply from Mayfair bakery and pastry shop to
make our customers and clients sure that what they are consuming are of best
quality. We make sure that our products are safe, clean, high quality and
delicious. We also make sure that our ingredients has undergo in a food safety
procedures and perfectly healthy.
We are open for any suggestion and comments you have for us to be able
to get their feedback to improve our service and become more efficient in serving
you, our valued customers and clients.
16
MARKET STRATEGIES / PROMOTIONS
PRINTING AND POSTING ADVERTISEMENT
Sakto Donuts Company will be having a deal or contract with a printing
press. This printing press will be our partner for providing leaflets, brochures and
tarpaulins needed for the advertisement of our business and make the people
aware about what our business offers. We will make convincing advertisement
that will make people attempt and discover the quality foods, beverages and
services that we offer. This type of advertisement will have impact for a new
business like ours.
WORD OF MOUTH
Quality foods, beverages and services will be offered to customers and
with this they can tell their colleagues, family members and co-workers as well
about their experience. This will gain curiosity for the people to try our
establishment. The business assures that customers will have a satisfying,
enjoyable and fulfilling experience in eating our products. This strategy is cheap
and considered a reliable way of advertising.
17
PROMOTIONS
Our establishment will be having promotions to attract our customers. This
would also help us to retain our regular customers. The promotions that we are
going to implement will satisfy and give convenience to them. Promotions must
be studied and analyze first before implementing for the assurance that we will
attract customers and will not make our business to fall over. Our establishment
will provide free trial of our product. The advantage of this is that it allows
customers to try product without risk. On the other hand, the disadvantage of
this is that it can be expensive.
18
ADVERTISING EXPENSE
1st Year Expense
Banner/Tarpaulin
P1,000.00
Leaflets: Opening
P700.00 (3,000pcs.)
: 3 Lean Months
P500.00 (2,000pcs.)
Opening: Balloons
P1,400
TOTAL:
P3, 600.00
2nd Year Expense
Leaflets: 3 Lean Months
P500.00(2,000pcs)
Anniversary: Balloons
P1,400.00
3rd Year Expense
Leaflets: 3 Lean Months
P590.00 (2,000pcs)
Anniversary: Balloons
P1,400.00
4th Year Expense
Leaflets: 3 Lean Months
P610.00 (2,000pcs)
Anniversary: Balloons
P1,300.00
5th Year Expense
Leaflets: 3 Lean Months
P630.00 (2,000pcs)
Anniversary: Balloons
P1,350.00
19