CHAPTER 1

EXECUTIVE SUMMARY
This marketing plan demonstrates all the marketing strategies that the
proponents will use in acquiring customers and additional profit.

I.A. Summary of the Marketing Plan

As a human being, water is a major need in surviving one’s life. Through
water e hydrate our body and cleanse our internal organs. Also, we cannot deny
the fact that we mere humans need a healthy body in exchange for a longer life.
But how can you assure that the water you are drinking is good for your health?
Yet this is the reason why the company will promote the Pegasus water.
Pegasus will be located at Lopez street, Palompon, Leyte, at the
commercial space of Zanasa Dormitory. The business will make its first move
towards the market of Palompon, affecting the political, environmental, social-
cultural of Palompon.
While there are already existing bottled water industry known products like
Wilkins Pure, Nature Spring, and Summit, the Pegasus will join the industry and
compete with other brands. Pegasus will surely be different among them all not
only by its quality nor price, but also from the service of the business to target
market. The way of delivering the information or advertisements will make it a lot
different to them.

I.B. Marketing Objectives

The purpose of the marketing plan is to gain profit, from its own sales. To
compete with other existing water brands and companies on the current area. To
provide hydration to people through good quality of drinking water.

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 CHAPTER II
SITUATIONAL ANALYSIS

This chapter presents the situational analysis of the business. This includes
the environmental, company, competitors, and SWOT analysis, along with the
positioning map.
II.A.1. Environmental Analysis
The political, economic, socio cultural, and technological environment of the
business is analyzed to understand the general situation. Also, this provide
awareness and information to formulate a better marketing strategy since it is
essential to recognize the context where the business belongs.
POLITICAL
The Pegasus company assures to be registered into the government before
giving service and selling the product. Therefore, the company will be legit before
giving service to customers. The legitimacy of the product and service the
company is serving is very significant.
ECONOMIC
In ranging the price of the product the people do not have to worry about it,
because the company has provided an affordable price. Cost is unaffected during
inflation for the reason that the ingredients that the company is using are only few.
The business affects the economy of Palompon through employment for the
people or the business will provide good and services and jobs.
SOCIAL
The business affects the society of Palompon by having connections to their
customers and cooperation to the certain area. The business will be depending on
the evaluation of the people. Also the business will assure not to harm the society
environmentally, and do not act the unacceptable practices that will cause inability
of the business to continue.

TECHNOLOGICAL
The machines that will be used to create the product will be made in Japan.
These technologies will maximize the efficiency of the production. Also by not
harming the people and the environment of Palompon.

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II.B. Company Analysis
The capabilities of the business as well as the brand’s competencies are
measured in order to determine strength, advantages, and benefits of the
company’s product and use competitive edge to promote and improve its quality
Pegasus divine water is a kind of business that provides satisfaction and
affordable price to the costumers. Based on the location of the business it can
attract more customers.
Pegasus divine water will continue to look internally to foster characteristics
of strength, overcome weaknesses, seize opportunities and prepare for the
unexpected. Strategy is definitely something that is overseen by the business.
The related industry of the business exists in Bottled Water Industry. Which
includes manufacturing of bottled water products.

Manager

Assistant Manager

Supervisor

Service Crew

Figure 1: Organizational structure

JOB DESCRIPTION
Manager
The manager is the one who manages the business, the one who controls
the flow of the business. The manager drives the work of others in order to run a
major business efficiently and make a large profit. The manager may also help the
other employees in times of rush hours, whenever customers are a lot and needs
immediate attention. The manager also accomplishes staff results by
communicating job expectations; planning, monitoring, and appraising job results;
coaching, counseling, and disciplining employees; developing, coordinating, and
enforcing systems, policies, procedures, and productivity standards.

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Assistant Manager
The Assistant Manager, the assistant manager helps to organize and run
the company’s business and fill in for the manager when needed. The assistant
manager’s responsibilities include hiring, training sales associates, and monitoring
inventory.
Supervisor
Then the supervisor is responsible for the productivity and actions of the
company’s employees. As a member of management, a supervisor's main job is
more concerned with orchestrating and controlling work rather than performing it
directly. Supervisors ensure that job descriptions accurately record the primary
responsibilities, qualifications and terms for each job role in their group. They set
performance standards for tasks, jobs and roles of their employees.
Service Crew
While lastly the service crew. They must maintain cleanliness in service
areas and throughout the establishment. The service crew also helps with the
provision of service to the customers, they must give services to customers as nice
and gentle as possible.
II.D. Competitor Analysis
The competitor profile is presented and analyzed to identify threats and
opportunities of Pegasus. The following businesses that are listed below are
considered as the company’s competitors.
Wilkins Pure
Wilkins pure is a trusted brad of water by many moms. With Wilkins you are
sure that your family gets safe and pure distilled water.
Wilkins Pure company both sells purified and distilled drinking water.
Summit
Summit spring water unlike any municipal water is authentic free flowing
water that comes from single protected aquifer deep beneath the pristine forests
of maine.
Summit is a nature sourced water which is from Springs.
Nature Spring
Nature spring water is a household name with it comes to safe drinking
water, operated by the Philippine Spring Water and Resources INC (PSWRI). The
brand supplies water both to local and international markets.

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II.E. Current Positioning Map

POSITIONING MAP

HIGH PRICE

LOW QUALITY HIGH QUALITY

LOW PRICE
Wilkins pure
Summit
Nature spring
Pegasus
Graph 1: Positioning Map

As the Map explain that the higher price from the existing products is Wilkins
pure and followed by Summit, Nature spring and Pegasus will assure to be lowest
price among them. In term of quality Wilkins is mostly trusted to be the best quality
and Pegasus will also assure to be next to it, followed by Summit and Nature
spring.

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SWOT ANALYSIS
The SWOT analysis is a useful tool used by businesses to identify the
company’s strengths, weaknesses, opportunities, and threats.

STRENGTH WEAKNESS
 Advanced technology  Absence of marketing
 Highly skilled workers coordinators
 Customer orientation  Poor distribution channels
 Promoting Hydration to users  Lack of 3rd party endorsements
 Failures of machinery

OPPORTUNITY THREATS
 Creation of new market  Larger competitors get majority
 Customers of market share and more
 Growing industry famous brand names
 Local business partnership  Climates
 Innovations  Environmental effects
 Business partners has little
loyalty
 Falling marketing budgets

Table 1: SWOT analysis

Strength
One of the company’s strength is its advance machinery in producing the
product, nothing beats good machinery than highly skilled workers who shall be
dedicated to their work which makes the product worth the buy. The company’s
customers will also be properly oriented. Lastly, the product will promote hydration
to customers which will give awareness about how pure clean water is significant
to our body
Weakness
In SWOT analysis, weakness is controllable, and are considered the
qualities that inhibit a firm from accomplishing its desired mission. Weakness tend
to bring down influences on the success and growth of a firm. In purified water
product, like Pegasus Water absence of marketing coordinators can give poor
information in developing and implementing marketing and advertising campaign,
tracking sales data, maintaining promotional materials inventory, and preparing
reports in business.
Poor distribution channel can reduce the customer. Because distribution
dynamics change over time, it’s important to review the company’s distribution

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network. By providing the most efficient and effective way to deliver good customer
service this weakness can be turn into a positive one.
High competition, presence of high competition in the nearest place,
discourage an increase in market share for Pegasus water.
Lack of differentiating factors, in the package waiter section, Pegasus does
not have much to differentiate from the other brands.
Opportunities
The business environment within which the firm operates tend to provide
opportunities. Opportunities for the firm may come into being when the firm takes
advantage of the favorable conditions the environment offers to it. The firm cannot
control opportunities in SWOT Analysis because they are the factors. One of the
opportunities in Pegasus water product is the creation of new market. A great
opportunity for the firm to sell their varied products in the new and large target
markets. It is an opportunity for the Pegasus Water to have a growing industry, to
develop more strategies and techniques for the competitors. Local business
partnership is a great opportunity to the Pegasus Water to have an easy
connection to other local business for the easy transaction of the products. And
the other opportunity of Pegasus Water is the innovation. Creating something new
can help to attract more customers.
Threats
Finally, threats in SWOT Analysis occurs when the condition in the external
business environment put at risk the profitability and reliability of the firm’s
business. One of the threats in Pegasus Water is the larger competitors get
majority of market share and more famous brand names. Hard to tell that there are
great competitors in the field, who have big names in the industry purified water
products production. Since the firm and these particular competitors provide
equally the same range of products, customers may go for the products produced
by the big names in the industry. Environmental effects are of the threats that can
lead a climate change. Climates that cannot be control by anyone can be treat to
every business including the Pegasus water. The ever-changing technology in the
production of purified water products is another threat for the firm. Business
partners are poor in loyalty. This is one of the big threats to the firm that can reduce
some of the costumer. And lastly is the falling of the marketing budgets that can
lead to the closing of the firm.

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 CHAPTER III
COMMUNICATION STRATEGY
This chapter presents the communications of the business. This includes
the positioning statement, target market, product strategy, price strategy, place
strategy, and promotion strategy.
III – A. Positioning Statement
PEGASUS
“Safe water, safe life”
The business will assure to make the best water with safeness to it, for its
consumers. The purity of Pegasus will surely make the consumer safe and
satisfied.
B. Target Market
The main focus of the business is to prevent dehydration and heartiness of
the body through drinking for the customers. This product is recommended
because its transcendent quality with economical price. Also not only by giving
opportunities to the target but also to gain profit for the company. The company
are willing to save your life, save your pocket and save the world. We deliver divine
liquid to your body. Their target market are the students of Palompon Institute of
Technology.
C. Product Strategy
The business offers a high quality and affordable price drinking water. By
the reason of being just a bottled water, and its water source is just tap water, but
cleanly purified by technologies. The product will be manufactured by machines,
supported and handled by the company’s crews.

Figure 1: Sample Pegasus product

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D. Pricing Strategy
Setting the right price for the business is somewhat crucial. Business must
put in the different aspect of setting the price of the product such as the
competitors, the service provided to make the product and especially the
customers in order to have a reasonable price for the customers. Pegasus gives
the highest possible quality of water with an economical price for them.
The business will use Penetration pricing strategy, by the reason that
penetration pricing strategy offers a high-quality product at a much lower than
expected price. This combination helps the business enter a new market even
when strong competitors exist, and it builds loyalty with new customers from the
beginning.

Specified container Price

500ml (bottle) Php9.75
1000ml (bottle) Php14.75
1750 (bottle) Php19.50
Table 2: Product price

E. Place Strategy
The business will start from the bottom and in limited lot. Company will
assure to always observe the cleanliness of the environment whether in external
and especially in internal by the cause of being the storage of the product. The
place of selling the product has its privacy entering the facility only for employees.
For buying the product, customers are aligned in order for the customers to be
organized and easy to provide the good and services. It will be located at the
commercial space of Zanasa Dormitory near the Palompon Institute of
Technology. It is great place for the business because there are lot of people
passing by especially students of PIT. Customers will have an easy access to buy
the product.

Figure 2: Commercial Space of Zanasa Dormitory

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 F. Promotional Strategy
In term of giving a brand recognition to the people, the company will imply
on what will the product all about, the effects, importance, and goal. Yet it is hard
to sell if the product is unknown to the local and that is why we will provide samples
of the actual product. Also, if the customers will buy 2 or more products he/she will
receive a corresponding discount upon it.
Public Relations
PEGASUS can cooperate by the changing of weathers and temperatures
of the area. The business can possibly compete with the other existing same type
of product in the area of Palompon, and assures the satisfaction of the customers.
This could lead the company to have a bigger opportunity of having a large scale
of potential customers, and through that, the business could gain more profit.
Advertising
in order for the product to make an appeal to the pass buyers the company
will provide cosplaying, posters and short video clip in social media.

Figure 3: Sample Poster

Promotional Advertising Cost
Video clip (30 secs – 1 min) P100.00 (if boost posting)
Cosplay (with make-up materials) P1,000.00
Poster (20 pcs) P100.00

Table 3: Advertising strategy and Cost

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 REFERENCES:
MARKETING PLAN:
Greendale Movie Theatre

BOOK:
Ilano, AB. Principles of Marketing. First Edition (2016). Rex Book Store Inc.
Medina, Roberto. Principles of Marketing. Rex Book Store, Inc. (2008)

WEBSITE / URL:
 http://unlideals.com/wilkins-distilled-water.html
 http://www.summitspring.com/water-quality/
 http://www.everythingcebu.com/food-and-dining/natures-spring-water/

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