Marketing Plan for:

FRESH DELIGHT
“A way to a healthier life”

Roselle S. Obar

Maria Ukariz R. Cahilig

Carla Marinelle P. Barbo

Hilaria Melendres

Submitted to:
Prof. Carlos Maglutac

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 TABLE OF CONTENTS
1. EXECUTIVE SUMMARY 3
2. INTRODUCTION 4
2.1. Company History 4
2.2. Product Description 4
3. STRATEGIC PLAN AND FOCUS 4
3.1. Vision Statement 4
3.2 Goals 5
4. SITUATIONAL ANALYSIS 5
4.1. SWOT Analysis 5
4.2. Industry Analysis 6
4.3. Competitor Analysis 9
4.4. Customer analysis 10
5. MARKET-PRODUCT FOCUS 11
5.1. Target Market 11
5.2. Marketing Channel 11
5.3. Positioning 12
6. MARKETING PROGRAM STRATEGY AND TACTICS 12
6.1. Product Line 12
6.2. Packaging 13
6.3. Promotion 14
6.4. Place 16
6.5. Price 17
6.6 Marketing Mix 18
7. FINANCIAL DATA AND PROJECTIONS 19
7.1 Production Schedule 19
7.3. Income Statement 20

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1. EXECUTIVE SUMMARY

CARLORIZ COMPANY is a new business which is manufactures and

retails Fresh Delight. It is a partnership consisting of 4 people. The company

acronym CARLORIZ stands for Carla, Roselle, Hilarie, and Ukariz. Our

company logo is composed of two-colours in a form of apple which means

our product is healthy and delicious; it is made-out of fresh ingredients. Our

purpose is to be the one of a leading distributor of a quality salad in a jar

here in the Philippines. It is a nutritious and very affordable food for the

people.

The “Fresh Delight” is a delicious and healthy food. It is kind of salad

made up of our main ingredients which is fresh fruits and vegetables mixing

with yogurt (Mushroom yogurt). It provides a lot of vitamins in just one jar.

The primary use is to give nutritious and delicious food.

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2. INTRODUCTION

2.1 Organization and product

Carloriz Company is a budding company that started its operation on

year 2017; the company aims to produce market quality and healthy food

products. The company also focuses on continuous innovation in order to

gain edge in competitive market. It is a partnership, owned and run by four

(4) people. Carloriz Company is located at 2198-D Tomas Pinpin Street

Santol Santa Mesa, Manila.

2.2 History

We came up with the idea of Fresh Delight because we all know that

many of the people now want to have a healthy life but having a trouble to

make diet because of so many delicious foods. So, our company produce a

healthy food that will satisfy the taste buds of consumers and provide a

delicious but also dietary so Fresh Delight exists.

3. STRATEGIC PLAN AND FOCUS

3.1 Vision Statement

We want to be a leading distributor of a quality salad in a jar in the

Philippines.

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3.2 Goals

 To provide a healthy and nutritious food in affordable price.

 To improve our product and services.

 To be recognize using social media.

4. SITUATIONAL ANALYSIS

4.1 SWOT Analysis

Opportunities Threats Programs

O1- Students T1- Many

STRENGTH want to eat Competitors. Continuously
nutritious food improving our
near at their S1- Easily product and
school. communicates services.
with our
S2- Endless
consumers.
consumer.
O2- Easy to T2- Bad Using social
WEAKNESS promote. economy media for
promoting our
W1- No W2- Price product.
reputation. Confusion
Provides
healthy and
nutritious food
for the health-
conscious
people.

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4.2 Industry Analysis

103 Processing and preserving of fruit and vegetables

See class 1030.

1030 Processing and preserving of fruit and vegetables

This class includes:

—manufacture of food consisting chiefly of fruit or vegetables, except

ready-made dishes

In frozen or canned form

—preserving of fruit, nuts or vegetables: freezing, drying, immersing

in oil or in vinegar,

Canning etc.

—manufacture of fruit or vegetable food products

—manufacture of fruit or vegetable juices

—manufacture of jams, marmalades and table jellies

—processing and preserving of potatoes:

 Manufacture of prepared frozen potatoes

 Manufacture of dehydrated mashed potatoes

 Manufacture of potato snacks

 Manufacture of potato crisps

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  Manufacture of potato flour and meal

—roasting of nuts

—manufacture of nut foods and pastes

This class also includes:

—industrial peeling of potatoes

—production of concentrates from fresh fruits and vegetables

—manufacture of perishable prepared foods of fruit and vegetables,

such as:

 Salads

 peeled or cut vegetables

 Tofu (bean curd)

Detailed structure and explanatory notes 89

This class excludes:

——manufacture of flour or meal of dried leguminous vegetables, see

1061

——preservation of fruit and nuts in sugar, see 1073

——manufacture of prepared vegetable dishes, see 1075

——manufacture of artificial concentrates, see 107

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 FACTORS CHANGES O/T

S The students want to

eat nutritious food It will remain the same. OPPORTUNITY

near at their school.

The people prefer to It possible to increase

our product promotion
T use social media. through help of social OPPORTUNITY
media.

E Inflation Rate. Continuously increasing

of inflation rate to
3.80% in the year THREAT
2020.

P Consumers Protection Remains the same. OPPORTUNITY

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4.3 Competitor Analysis

PRODUCT PROMOTION PRICE PLACE

7-11 HOTTA RICE

WORD 59 Near at San

Pesos Sebastian
OF To 70 Church
pesos
MOUTH

7-11 SALAD SOCIAL MEDIA

79 Near at San
pesos Sebastian
Church

7-11 BIG TIME MEALS

WORD Near at San

79 Sebastian
OF Pesos Church

MOUTH

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4.4 Customer Analysis

MARKET
SEGMENTATION

PSYCHOGRAPHIC DEMOGRAPHIC

 TEEN AND ADULTS  18 TO 28 YEARS OLD

 HEALTH-CONSCIOUS  FEMALE AND MALE

 STAYING PHISICALLY ACTIVE  QUIAPO, MANILA

 DAILY ALLOWANCE

Minimum: 250

Maximum: 400

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5. MARKET-PRODUCT FOCUS

5.1 Target Market

The following were the demographic profile of the target market;

 Female and Male

 Class B and C

 Ages 18-28 years old

They serve as the consumers who actually consume the product and

the customers were students who were capable of buying the said

product.

5.2 Marketing Channel

MANUFACTURER RETAILER CONSUMER

The product will undergo its whole processing in the

manufacturing area which is located at 2198-D Tomas Pinpin Street

Santol Santa Mesa, Manila from assembling to finishing. After the final

product has produced, it will be delivered to the store. The discrepancy

from the manufacturer to the convenience store would take an

approximate of 30 minutes. Our product would be place at Ministop

near San Sebastian Church.

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5.3 Positioning

High Price

 7-11 BIG TIME MEALS

 7-11 SALAD

 FRESH DELIGHT

(salad in a jar)

Low Quality High Quality

Low Price

6. MARKETING PROGRAM STRATEGY AND TACTICS

6.1 Product line

“Fresh Delight”, this product is targeting those consumers that are

class B and C and always on the go with age of 18-28 years old. This

product is especially made for the people who loves eating salad and who

wants something healthy.

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6.2 Packaging

MANUFACTURED BY: CARLORIZ

COMPANY
ADDRESS: 2198-D Tomas Pinpin
Street Santol Santa Mesa, Manila.
CONTACT NO: 09357450293 / 561-
03-61
Dressing: Yogurt

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6.3 Promotion

We have decided placing a poster to the convenience store, then

giving flyers to our primary market and also posting it in our social

media accounts.

Flyers: Posters:

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INSTAGRAM:

We have an account on this application for us to share our

products by posting a photo to get attention to our consumers.

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 FACEBOOK:

Our product endorsed on this kind of media. It will be a big help

for Fresh Delight to get popular. We can advertise and choose who can

see it specially our target market.

6.4 Place

The convenience store is located near at San Sebastian Church.

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6.5 Price

Our product price is 65 pesos per one (1) jar. All of these

ingredients were consume and we made 50 pieces of salad in a jar.

Ingredients QTY Unit Cost Total cost

Lettuce 4250g 140/k 595
Apple 2250g 40/k 90
Grapes 2250g 360/k 810
Carrots 2250g 40/k 90
Cucumber 2250g 40/k 90
Mushroom Yogurt 1200g 61/235g 311
Dressing
Plain Yogurt 33/120g
Mushroom 28/115g
Total 1,986

RFC – 1,986 X 1.1 (buffer margin) = 2,184.60

JAR – 10 X 50 PCS = 500 LABEL – 1 X 50 PCS = 50
Cost per unit - (2,184.60 + 500 + 50) =2,734.60 / 50=54.69

SRP-P 65

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6.6 Marketing Mix

4P’s Strategies

- Healthy

- Freshly made

- Packaging
Product
(To easily catch the attention of our target

market.)

- Affordable (65 pesos)

(To suit to the daily allowance of the consumer

Price
especially our target market.)

- The convenience store is located near at San

Sebastian Church.
Place

- Word of Mouth

- Flyers

- Posters / Tarpaulins

- Social Media
Promotion (We decided to use social media because

through the help of it our product can be easily

known.)

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7. FINANCIAL DATA AND PROJECTIONS

7.1 Production Schedule

Month No. of No. of pcs. per Year Year Year

days day (2017) (2018) (2019)
January 27 160 4,752 5,227
February 24 160 4,224 4,646
March 26 160 4,576 5,034
April 26 160 4,160 4,576 5,034
May 26 160 4,160 4,576 5,034
June 26 160 4,160 4,576 5,034
July 26 160 4,160 4,576 5,034
August 26 160 4,160 4,576 5,034
September 26 160 4,160 4,576 5,034
October 27 160 4,320 4,752 5,227
November 25 160 4,000 4,400 4,840
December 27 160 4,320 4,752 5,227
Total 312 1920 37,600 50,336 60,405

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7.2 Income Statement

2017 2018 2019

Sales 2,444,000 3,271,840 3,926,325
Cost of Goods Sold 2,056,720 2,763,446 3,304,154
Gross Profit 387, 280 508, 394 622,171

Operating Expense
Salary 56,400 82,368 90,605
Rent 27,000 29,700 32,670
Transportation 1,200 1,320 1,452
Expense
Utilities 4,200 4,620 5,082

Operating income 298,480 390,386 492,363

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