9/25/2019 Marketing Plan

Principles of Marketing

Mark Angelo Alberto

Kyla Magcalas
Bernarose Dela Cuadra
Trisha May Ramos
ABM 12-5
Executive Summary

House of Delightful Delicacies will offer Ube Leche Gulaman near Our Lady of Fatima University

at Cabanatuan City. Ube Leche Gulaman is a combination of Ube Halaya and eggless Leche Flan which is

made of gulaman. House of Delightful Delicacies mission is to serve high quality and delicious product at

an affordable price. Their vision is to be the most profitable dessert shop which they can achieve through

an excellent customer service and help from great workers. Their values include providing fair wages for

workers and giving back to the communities they work with. The shop will have a comfortable lounge

which will allow the customers to stop and sit down while waiting for their orders. House of Delightful

Delicacies will offer Catering Service to deliver large orders for events like birthday, weddings or holidays.

As a dessert shop, this business will have a broad target market. People of all ages who enjoy sweet but

unique product will be included in the target market. Since their product are of affordable prices, many

people can avail the product despite of their varying income. Having a convenient service, affordable

prices but high quality product, and broad target market, this shop will be able to meet the needs of their

customers.

Since product quality is very important in any business, House of Delightful Delicacies will observe

and maintain cleanliness on their kitchen area and they will also use high quality ingredients. Part of their

goal is to innovate product so they can offer variety of product that will eventually attract customers.

House of Delightful Delicacies will focus more on product quality and innovation.

House of Delightful Delicacies will expand their business once proven the success of their

business. They will open some of their branches to nearby cities to accommodate other potential

customers. They will create a website on social media to attract more potential customers and to make

purchasing more convenient for customers.

 Prices at House of Delightful Delicacies will be affordable for the customers while remaining

competitive in the market. The cost and expenses will be calculated and add their desired profit to prevent

any losses. They will do a research regarding the prices offered by their competitors to know the price

requirement where they can become competitive. As long as the price is high enough to cover the

calculated cost, House of Delightful Delicacies will offer price similar to its competitors.

During the grand opening of House of Delightful Delicacies, they will offer free samples of Ube

Leche Gulaman to catch customer’s interest and desire which in return increase their sales. They will also

promote their business through flyers, local newspaper, and social media. They will participate with

community to promote their business and create a good image within the community.

These marketing plan for House of Delightful Delicacies are intended to help the business grow

more profitable and successful. However with the help of financial analysis, customer’s satisfaction

survey, and market share comparison, the business will determine which of these marketing strategies

are the most effective. These strategies only aim for the success of House of Delightful Delicacies.

Product Description

House of Delightful Delicacies will be a small dessert shop located near Our Lady of Fatima

University (OLFU) at Cabanatuan City, offering an Ube Leche Gulaman. The business will be operate by

Accountancy Business and Management (ABM) students from Senior High School department. A couple

of students will be designated at kitchen area preparing the ube leche gulaman, while the remaining

students take orders and fulfill the needs of customers. Ube Leche Gulaman is a combination of Ube

Halaya and Leche Flan, which is two of the most popular Filipino dessert in one. But there's a twist, this

recipe use gulaman for leche flan and ube halaya so cooking time is short and easy. Aside from that, our

leche flan has no eggs on it. This is really delicious and perfect for holiday season.
 The shop will contain a comfortable lounge area open for customers who are waiting for their

orders. House of Delightful Delicacies will also provide a catering service for deliveries of large orders for

events like birthdays, weddings, and holidays. The location of House of Delightful Delicacies will be also

an advantage of the business. Given the location, many potential customers will notice the shop and they

will eventually became a regular customer. Because of accessibility and convenience, House of Delightful

Delicacies will be capable of standing above its competitors.

Target Market/Consumer Profile

As a dessert shop who offers Ube Leche Gulaman, House of Delightful Delicacies will have a broad

target market. People in different ages, children through adult, who enjoy sweet and unique treats will be

incorporated in the target market. This product is affordable, and as a result, many people can avail the

product regardless of the income. Located near OLFU, many students will notice the business and locals

around the area might be encourage to buy the product. The product of House of Delightful Delicacies

will be appreciated by all consumers who simply look for unique but sweet product.

Market/Industry Indicators

Although House of Delightful Delicacies will be the only business who offer ube leche gulaman at

Cabanatuan City, other dessert shop who offer leche flan and ube halaya will offer competition. Having

this kind of competition will be hard for the business since they are only new in the market. Despite of

similar business in the area, House of Delightful Delicacies will be able to stand out since they will offer a

unique product that is not usually available in the market. Their excellent service will be one of the reason
why customers will patronize their business. The location of the business will also be an advantage

because it is very accessible to a wide range of customers.

The convenient catering service and comfortable lounge for customers to relax in as they indulge

in their ube leche gulaman will be major advantage of the business. Possible weakness of this business is

its competition with businesses which have been open for many years. People often choose local

businesses and it may be difficult for House of Delightful Delicacies to receive support from locals who

already have a favorite or preferred dessert shop. Since Christmas are coming, the demand of ube leche

gulaman might increase which will eventually increase their sales.

Marketing Mix

Product:

House of Delightful Delicacies will focus on producing Ube Leche Gulaman. In preparation of this

product, the business owners will ensure that they provide the best quality product. To ensure the quality,

they will maintain and observe the cleanliness and sanitation of their kitchen area, use quality ingredients

and proper preparation of Ube Leche Gulaman. Since House of Delightful Delicacies are new in the

business field, they will focus first on one product which is Ube Leche Gulaman and once they created a

name in the industry, they will continually innovate product. They will experiment until they will be able

to create another unique product. This strategy will allow the company to have more variety to offer and

possibly attract new customers.

Place:

House of Delightful Delicacies will open as a single dessert shop, along with a catering service,

near Our Lady of Fatima University, Cabanatuan City. Although the business is beginning as a little dessert

shop, their goal is to gradually expand their business to nearby cities. Their catering service will also grow

once they started to expand their business which can cater multiple events at the same time. They will

also use the technological advancement at their advantage. They will create a website on social media to

further expand their business to wide range of areas. The customers can place their order on the website

and they can pick up their order at nearby branch of House of Delightful Delicacies. But if the customers,

who order, are far from the branch, the business will find a way to safely ship their orders. Implementing

this strategy will increase their sales and brand popularity. It will also determine the best possible area

where they are going to expand their branch based on the place where the most order come from.

Price:

Part of the objectives of House of Delightful Delicacies is to have a strong market share and high

return on investment. Once they achieve these objectives, their business will become profitable. In order

to do this, the business will formulate and choose prices which are competitive in the market. They will

make sure that their product is very affordable regardless of the income of their customer. But they will

ensure that they are still generating income while being competitive in the market.

Promotion:

House of Delightful Delicacies will aim of creating consumer awareness on their product. They will

catch the interest and desire of their potential customers, and make them purchase the product. During

the opening of their business, they will offer free samples. By doing so, they will catch the interest and

desire of customers while decreasing the level of hesitation of potential customers in purchasing the

product. Implementing this strategy will increase their sales. They will also promote their business through
flyers, advertisement on local newspaper, and hopefully though word-of-mouth. With the help of

internet, they can also promote their product on wide range of areas. They will also engage on community

activities such as sponsoring local events, and giving gift certificates or discount on purchasing Ube Leche

Gulaman to create a positive impact in public.