KABIGTING’s HALO HALO

MARKETING PLAN

I. EXECUTIVE SUMMARY

When summer is at its peak, what else can you think of most than a Halo-halo?.
Kabigting’s started in 1974 as a small carinderia at the house of Boy Kabigting in Arayat,
Pampanga. This small family business became popular for its yummy and delightful halo
halo that it became known for. Soon, people from faraway places started looking for this
hidden wonder and thus the title, Pride of Arayat.

In this research, the proponents made an observation of the current market trends that
directly affect the functions of the business. The factors that can be used to strengthen
the performance of the business, like the marketing strategies that can develop to
innovate and improve the production and processes of the business, the marketing mix
which the proponents identify to create the marketing objectives of the business. Using
the SWOT analysis to identify what are the potential strengths and opportunities that can
be used by the business in developing its strategies and objectives, its weakness and
threats to conquer and turn these into potential strengths by means of creative
analyzation and focusing with the business objectives. The proponents create a
marketing objectives on how to increase the demand and profit, supported by strategies
to achieve the objectives.

What differs the version of Kabigting’s halo halo from the others is its succulent simplicity.
With only three main ingredients in it: mashed kidney beans, jalea (carabao’s milk
pastillas) and cream corn, this unique version does not overwhelm the sweetness of the
dessert but brings balance to the ingredients and with a taste that surprisingly
compliments each of the three. For only 60php ($1.5), this halo halo can definitely satisfy
your summer cravings.

From a small carinderia, Kabigting’s now has 8 branches which is a testimony of how
popular their halo halo has become. This popular merienda place now also offers a variety
of food in their menu such as their equally popular palabok, a comfort food among
Filipinos.

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II. ENVIRONMENTAL ANALYSIS

Kabigting's originated from a very quaint town in Arayat, Pampanga in the marketplace.
It now has a branch at the foodcourt of Robinsons Starmills Pampanga and at the
Marquee mall. They also serve pancit palabok and some local kakanins (delicacies) which
could be dined in or grabbed to go. The business is catering all the potential customers,
and the stores are located in the foot traffic of the city here in Pampanga and Metro
Manila, malls and other busy areas. In terms of the competition, Kabigting’s halo halo is
doing well, compare to different food industry, the business is focusing in giving their
customers a classic comfort foods that are easy to produce which is very important due
to everything now is instant. The business is easy to manage and profitable because of
the attitudes of the Filipinos, they love to eat, though they want something delicious yet
very affordable, that is why Kabigting’s halo halo has an effortless way of marketing their
products.

II.I THE MARKETING ENVIRONMENT

II.I.I POLITICAL FORCES

Since kabigtings is local business enterprise, it only comply with the political standards
given by the national government, when it comes to taxes and other regulations to
operate the business.

II.I.II ECONOMIC FORCES

Knowing that inflation rates in the Philippines changes the pricing strategy of other
business entity, acquiring them to develop a strategy to match the effect of the inflation.
Kabigting’s halo-halo in the part of the business performance, it can adjust to this inflation,
because their supply in raw ingredients are locally available in the market. Also, in terms
of advertising, it can access the internet to come up with affordable marketing campaign.

II.I.III SOCIOCULTURAL FORCES

Halo halo is very common with the Filipinos, the cooling ingredients that satisfied the thirst
and hunger it gives to them, is suitable in the tropical country like the Philippines.

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Kabigting’s Halo halo can cater all the potential customers regardless with their ages and
income. Also knowing the preference of Filipinos, they spent their money wisely in terms
of food, they want food that can satisfy their hunger in practical manners.

II.I.IV TECHNOLOGICAL FORCES

In terms of order processing, wide innovations are being used to maintain in the
competition and speed up the flow of production.

II.I.V LEGISLATIVE FORCES

Kabigting’s Halo halo complies legal requirements to operate the business, they also have
laws that protect their customers whenever they have complaints. Some of these are the
following;

 Mayor’s permit
 Business permit
 BIR (Bureau of Internal Revenue)
 Health Card (for the employee)
 Sanitary permit

II.I.VI ENVIRONMENTAL FORCES

Kabigting’s Halo halo uses local raw ingredients to increase the demands with the supply
of agricultural products for their products sustainability. Basically, carabao’s milk and local
beans that support the growing industry of farming, which could help our Filipino farmers.

II.II TARGET MARKET(S)

Kabigting’s halo halo can cater all types of potential customers, with its affordable product
offerings that will suit with the budget of customers. Its stores are located in malls and
other areas which is easily recognized by its customers.

Kabigting’s Halo halo also expand its product for their customers wants and to adopt the
growing competition in food industry. Added to their all-time favourite halo halo are
palabok, lumpiang sariwa, dinuguan, and tokwa’t baboy, which are known Filipino
authentic dishes.

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II.III CURRENT MARKETING OBJECTIVES AND PERFORMANCE

With the approaching summer season, Filipinos are very attracted with the refreshments
like Halo halo. Opportunituies like this, Kabigting’s Halo halo focuses with increase in
demands for its products, especially the halo halo. But with the Filipinos traditions and
love for foods Kabigting’s halo halo comes out with the classic Filipino favourites which
serve as their marketing strategy to offer Filipinos traditional comfort foods. And as a
result, Kabigting’s increase its sales with the past years.

Kabigting’s halo halo aims to expand more store branches to cater the growing demand
for food industry. Having their records of increase of sales and profit, the business is
performing well in terms of customer service and satisfaction and giving affordable food
to their customers.

In late 1970’s Kabigting’s Halo halo only started 1 store as a family business which is
located at Arayat, Pampanga, now they already have 8 branches around Manila and
Central Luzon, which is a clear output that the business is performing well.

III. SWOT ANALYSIS

STRENGTHS

 The Kabigting’s halo halo is already known in terms of their halo halo
 Sustainable supply of raw ingredients
 Percentage of reorders are high
 Price is cheaper
 Less maintenance store
 Small capitalization needed to start up a branch
 Less hassle production process
 Minimal waiting time for customers to serve their orders

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III.II WEAKNESS

 Few stores
 Seasonal nature contributed in decreases of sales.
 Less variety of product offerings
 Poor store appearance
 Lack of marketing materials

III.III OPPORTUNITIES

 Central Luzon is one of the fast growing economy in the Philippines, especially
here in Pampanga. Kabigting’s can promote their products not only locals but also
with foreigners. Not to mention that in Clark, Pampanga, will held the ASEAN
SUMMIT. It will be a great opportunity for kabigting’s ton prove that they have an
edge to compete.
 Carabao breeders can sustain the demand for their main ingredients, hence it is a
give a take relationship between the manufacturer and supplier.
 Never ending demand in the food industry

III.IV THREATS

 There are different halo halo stores that are arising in Pampanga.
 The competition is stiff.
 Filipinos are adoptable for change.
 There are different buffet that offers Halo halo.

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III.V MATCHING STRENGTHS TO OPPORTUNITIES/CONVERTING WEAKNESSES
AND THREATS

 Knowing that kabigting’s halo halo is already well-known, it is easy for them to
market their products, although they only have few products, it can be used as an
advantage that they have unique product offerings.
 Small capital can be used to put up a store, which can be practical to cater the
upcoming ASEAN Summit in Clark that can match the demand with the business
target sales.
 Kabigting’s halo halo can add more ingredients to their halo halo, to be more
attractive to the customers.
 For them to stay in the competition, they must provide the market with products
that will captivate the tastes of the Filipinos, which Kabigting’s halo halo has
already established having their all-time favorite classic halo halo, and serves as
the trademark of the business.

IV. MARKETING OBJECTIVES

Kabigting’s halo halo established a good reputation when it comes to its affordable
products, with the used of locally available and sustainable raw ingredients. But as years
goes by, time changes the way Filipinos’ needs and wants. Although being a classic
business is good, we must also innovate and adopt the changing needs of the business
accordingly, to maintain the stiff competition in the food industry. With this, here are the
following marketing objectives;

 To increase in sales of the Kabigting’s halo halo

 To put up an effective marketing campaign
 Incorporate some beautification with the store designs
 Level up the product offerings to match the demand of the customers
 Equip the business with the right promotional tools

To accomplish the marketing objectives, Kabigting’s halo halo must innovate more unique
products and promote them to their customers, hear their feedbacks and comments to
develop and improve it more, to satisfy and provide more value to what the customers

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expected. Benchmarking is another way to improve the product offerings of the business,
the system and other factors that could give benefit in the business to stay strong in the
competition. A clear output with these strategies can be used to review what are the most
effective and efficient strategies.

V. MARKETING STRATEGIES

Setting the marketing objectives of Kabigting’s halo halo, specific strategies must be put
into action to achieve those marketing objectives. And here are the strategies to achieve
those objectives;

 The management or the owner must conduct a research or a simple survey

question, to better understand how customers react with their products and
customer service.
 Store owner can access the technology in promoting their products to the market,
it can be done through the use of internet specifically the social media.
 It can increase the sales or profit by doing promotional techniques like, combo
meals or mirienda meals, or discount coupons.
 The management can offer deliveries to some selected areas to accommodate
busy customers, which have no time to visit the store.

V.I TARGET MARKET

 Direct customers from different towns in Pampanga

 Schools or Universities around the province

V.II MARKETING MIX

Marketing mix is an essential factor to establish if the business has a potential demand in
the market.

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V.II.I PRODUCT

Focusing on product differentiation, Kabigting’s halo halo is far different from festive
ingredients of halo halo, which makes them different. It is known as the trademark of the
business.

V.II.II PRICE

Having sustainable raw ingredients and efficient order processing, the price is well
defined for being affordable and practical.

V.II.III PLACE

To gain more customers, the business will reach out those areas that are busy to go to
the malls to try the products of Kabigting’s Halo halo. Specifically those near in the school
areas, where as students and teachers want to have valuable snacks.

V.II.IV PROMOTIONS

Targeting those customers who are conscious and wise spender, Kabigting’s halo halo
will come out with a promotional activity, such as value meals and combos.

VI. MARKETING IMPLEMENTATION

VI.I MARKETING ORGANIZATION

Because Kabigting’s Halo halo is a small business, and its products need to have a
variety, where it is necessary to form a team that could evaluate, analyse and research
the market condition of the business. This will allow the business to perform a specific
marketing method to match the customers demand for the product. It could add life and
color to the business.

VI.II ACTIVITIES, RESPONSIBILITY AND TIMETABLES FOR COMPLETION

All implementation activities are to begin at the start of the next fiscal year on March 11,
2020.

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On March 11, Positioning of Kabigting’s halo halo will focus in a high density areas like
near offices, schools, and residences. For example, there will be a branch near at Colegio
De Sebastian and Our Lady of Fatima University. Operating 10 hours five times a week.
And proper staffing is also a considerartion to run out those branches. The business will
assign 4 members, where one (1) supervisor will run the production and operations, and
three (3) staffs to support the business operations.

On March 30, a marketing team compose of two (2) will focus to engage in larger areas
to market the business. To established the demand for the business.

VII. EVALUATION AND CONTROL

VII.I PERFORMANCE STANDARDS AND FINANCIAL CONTROLS

Practising the traditional process, the business has a little expenditure because it is just
a small business, with the new strategies made; it will only incurred minimum amount of
budget. Only the biggest cost is the leasing or building new stores. But with this new store,
it can give the business a new opportunity to grow and stay in the competition.

VII.II MONITORING PROCEDURES

All of the transactions, feedbacks and comments to develop the business strengths must
be used to give better services and satisfaction for the customers.

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 MARKETING PLAN

KABIGTING’S
HALO HALO

SUBMITTED BY; SUBMITTED TO:

FABIAN, ROLLY MR. ALVIN CALMA

TAN, ALMA JESSICA

LAYUG, GERARD

BANAWA, REGGIE

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