3.

0 Marketing Strategy
3.1 Objectives

We have set aggressive but achievable objectives for the first three years of market entry.

• First-Year Objectives. We are aiming a sales growth of 5% and we will achieve this

by increasing our production and putting it in our local and partnered stores.

• Second-Year Objectives. Our second year objective is to put up some branches and

create more flavors that are distinct in existing/current product.

• Third- Year Objectives. In our third year objective our target growth in the market

share is 10% based in our estimation. In order to reach this target rate, we should maintain the

image of our business.

3.2 Target Markets

Current Target Market

The Market

The intended target market and consumers of our products is the general population,
which means everyone is considered a target to sell our products. From the youngest to the
oldest, student or professional, our product is made to be enjoyed and delighted by everyone in
the community.

Main Market Target for Piaya

We desire to produce quality piaya for the population of Western Visayas these are
the ideal targets for selling the product.
· Houses and Families - merienda snacks, desert, comfort food and maybe
even desert after a healthy meal for the whole family to indulge and enjoy.
 · Tourists looking for "pasalubong" for their families and friends
after visiting Western Visayas - To give their friends and families back in
their homes a taste of Ilonggo cuisine.
· Pasalubong stores and supermarkets, includes local pasalubong
stores and Sari-sari stores in Western Visayas - We want everyone to
be able to easily purchase our product. Therefore, supermarkets, pasalubong
stores are the perfect fit to better realize this goal. -Wholesale, retailers like
convenience stores and "tianges" that could sell the product at a "tingi-tingi"
method. This further reinforces our plan of providing for the masses, people could
just walk out of their homes and walk a few meters to the local sari-sari store or
"tiange" and purchase a tasty piaya.
· Students - We also plan to set up kiosk in schools and universities willing to
take us in so students and teachers can buy our delicious piaya during vacant
hours, or school-held activities.
· Piaya lover- People who mostly love piaya, especially Ilonggos/Filipinos that
working abroad whom always find the taste of delicious different flavors of
piaya.

3.3 Product Positioning

In order for our company to compete in the whole food industry, we must know first the

competitive situation of our competitors (primarily the major ones). Big bang will position itself

as competent, innovative and customer oriented. Innovation remains vital for baked goods

companies to address the need of consumers for variety, which can be more pronounced in

packaged food. The development of new products is directed either towards creating something

healthier or something better tasting. Innovation, however, is no longer limited to pastries, cakes

or bread loaves as even the popular local bread, pandesal (salted bread), is being reinvented.
 For individuals looking for merienda, Big Bang offers a broad range of the most

affordable, delicious and convenient food. Each creates a positive experience for customers when

they enjoy our product which is Special Piaya. The brand is focused on the satisfaction of

consumers and customers. Big Bang Company has its friendly service and freshly baked piaya.

Big bang’s dedication to improving operations and customer satisfaction sets it apart from other

competitors.

3.4 Strategies

Product. Big bang products which is all made from high quality Filipino ingredients will be

sold in its local store and other partners. We will expand and open up some branches after we

have established our brand. The brand and logo will be displayed on our products and packaging

as well as the shelf life of the product (best-before). the brand and logo will also be displayed in

all marketing campaigns.

Pricing. the Big Bang products will be introduced at a whole sale price of P65 and P70

estimated retail price per pack. We expect to increase our pricing if we already establish our

brand. These prices reflect a strategy of (1) attracting desirable target market and channel

partners and (2) taking share from established competitors.

Distribution. our channel strategy is to use direct selling and selling through intermediaries,

marketing Big Bang products through our partnered stores/kiosks and through social media by

our online resellers. During the first year, we will add channel partners until we have coverage in

small and start up coffee shops in Iloilo City. In support of channel partners we plan to arrange

special payment terms for retailers that place volume orders.

Marketing Communication. By integrating all messages in all media, we will reinforce the

brand name and the main points of product differentiation. Research about media consumption

patterns will help us choose appropriate media and timing to reach our prospects before and

during product introduction. Thereafter, advertising will appear on pulsing basis to maintain

brand awareness and communicate various differentiation messages. To generate buzz, we will

host a video contest on our official facebook page regarding our product and tourism. To attract,

retain, and motivate channel partners for a push strategy, we will use trade sales promotions and

personal selling. Until our brand has been established, our communications will encourage

purchases through channel partners rather than from our own page.

Marketing Mix

The Big Bang Company will be introduced in . Here are the summaries of action

programs we will use during the first months to achieve our stated objectives.

· . We will launch the company’s product which is the Special Piaya. The

company will participate in major trade shows to advertise or to promote its product.

· . We will start a campaign through giving flyers and by advertising the

product through radio, targeting the consumers specifically the piaya lovers.

· . As the advertising campaign continues, we will add consumer sales

promotion.
· . We plan to give out a new advertising campaign. Our radio campaign

will add a new voice- over tagline promoting the big bang company’s best flavor

seller.

· . We will analyze the results of the customer’s satisfaction for use in the

future campaigns and product development effort.