Republic of the Philippines

Commission on Higher Education

Don Honorio Ventura State University
Candaba, Pampanga

College of Business Studies

‘’ Tilapia Ice Cream with Malunggay’’

Marketing Plan

Submitted to:

Mr. RANIEL S. BONDOC, MBA

Instructor

Submitted by:
Group 2
Members:
Ronnel K. Raposas
Catherine E. Pena
Eddie Mar P. Calakhan
Blessi M. Pabuaya
Dennis M. Torres

I-B

January 31, 2021

2nd Semester, S.Y. 2020-2021
 Table of Contents
Introduction……………………………………………………………………1

I. Executive Summary…………………………………………………………1
II. Situation Analysis………………………………………………………….2
II.1 Market Summary…………………………………………………2
II. 1.1Market Demographics, Geographic and Psychographic…...2
II.2 SWOT Analysis………………………………………………………..2
II.2.1Strengths……………………………………………………..2
II.2.2 Weaknesses………………………………………………….2
II.2.3 Opportunities………………………………………………...3
II.2.4 Threats………………………………………………………3
II.3 Competition – direct and indirect competitors………………………….3

III. Objectives
III.1 Marketing objectives (Sales Volume, Price)………………………….3
III.2 Financial objectives ( Profit)………………………………………….3

IV. Marketing Strategy……………………………………………………………..3

IV.1 Target Market…………………………………………………………3
IV.2 Positioning……………………………………………………………3
IV. 3 Marketing Programs…………………………………………………4
IV. 3.1 Product/Brand……………………………………………..4
IV.3.1.A Physical Features……………………………….5
IV.3.1.B Brand……………………………………………5
IV.3.1.C Packaging……………………………………….5
IV.3.1.D Labeling…………………………………………5
IV.3.2 Price Value…………………………………………………6
IV.3.2.A Objective……………………………………….6
IV.3.2.B Methods…………………………………………6
IV.3.2.C Strategies………………………………………..6
IV.3.3 Distribution/Value Chain…………………………………..6
IV.3.3.A Channel…………………………………………6
IV.3.3.B Place…………………………………………….6
IV.3.4 Marketing Communications……………………………….7
IV.3.4.A Advertising……………………………………...7
IV.3.4.B Personal Selling…………………………………7
IV.3.4.C Sales Promotion…………………………………7
IV.3.4.D Direct Marketing………………………………..7
IV.3.4.E Public Relations/Publicity………………………7
IV.3.4.F Word of Mouth………………………………….7

V. Financials………………………………………………………………………..7
V.1Timetable of Activities…………………………………………………8
V.2 Sales Forecast………………………………………………………….8
 V.3 Projected Income Statement……………………………………………8

VI. Controls………………………………………………………………………….9
VI.1 Implementation………………………………………………………..9
VI.2 Contingency Plan………………………………………………………10

VII. References………………………………………………………………………..11
VIII. Appendices………………………………………………………………………12
 MARKETING PLAN

INTRODUCTION
The most important is the Marketing Plan, to keep one's business on course this plan
must be geared toward the business mission, A marketing Plan is a written statement of
marketing strategies, objectives and activities.

I. EXECUTIVE SUMMARY
The owners decided to name our company as CREDB TILAPIA ICE CREAM because
this is unique and catchy. And to give our customer idea where our company name comes this
CREDB company is a corporation which consists of 5 owner's including me; Catherine Peña,
Ronnel Raposas, Eddie mar Calakhan, Dennis Torres, and Bless Manliclic.
The company name is made out of our initials. As you can see on the logo, Tilapia is the
main ingredient that we've used on our product. And malunggay that has many health benefits.
This will be a must try product for every customer who loves to try unique and enjoyable foods
because of its unique flavor and surely satisfying taste.
CREBD company starting capital is 500,000. That capital is expended in buying essential
things such as;
A. 100,000 for Ice cream machine.

B. 100,000 for establishing our store

C.200, 000 used to buy utensils/equipment such as; packaging, cups, spoons, and ingredients.

D. 50,000 used for advertisements (Tarpaulines, promo cards, flyers)

E. 50,000 for electric and water bills.
II. SITUATIONAL ANALYSIS

Vision
Our vision is to serve the best ingredients for the customers and to be known with this
product with our hard work and dedication to our business also to become the customer's first
choice.

Mission
To delight and serve our customers with the finest quality all-natural ice cream in a wide
variety of innovative flavors

MARKET SUMMARY
Sta. Ana public market is located at Sta. Ana Pampanga beside Jollibee fast food chain.
Many people come in Sta. Ana market especially during weekends or day offs. Even weekdays
many people passes by because of that, we decided to have a food stall there because of people
walking through. We will surely earn a lot and at the same time, we can give our customers
satisfaction.

SWOT Analysis
STRENGTH
1. We have good service and the employees are very responsible
2. The product (CREBD tilapia Ice cream with Malunggay) is healthy and unique.

WEAKNESSES
1. The owners are worried that the consumers may not buy it because not everyone likes
horseradish (malunggay) specially children.
2. They might think that the product we sell is fishy because some of our ingredients is fish.
OPPORTUNITIES
Our investment has increased and our business has grown.
THREATS
We think that. Our competitors can destroy our product to the mindset of our customers by using
bad word of mouth.

COMPETITION (Direct and Indirect)

We have lots of competitors near our shop,we have the same products, the same price maybe but
we do not have the same goals and that is to gain trust and to satisfy the customers with our
product.

III. OBJECTIVES
A. Marketing Objectives
1. Improve brand reputation
2. Improve product quality
B. Financial Objectives
1. Achieve revenue growth of 10% per year.
2. Increase earnings by 15% annually

IV. MARKETING STRATEGY

A marketing strategy refers to a business's overall game plan for reaching prospective
consumers and turning them into customers of their products or services. A marketing strategy
contains the company’s value proposition, key brand messaging, data on target customer
demographics, and other high-level elements. A thorough marketing strategy covers "the four
Ps" of marketing: product, price, place, and promotion
Target market are those people any age and gender
Positioning refers to the place that a brand occupies in the minds of the customers and how it is
distinguished from the products of the competitors and different from the concept of brand
awareness.
Marketing Program
1. The business must be aware of its strength and weaknesses
2. The business must analyze it's product and service from the new point of the customers
3.The business must analyze its target market
4.The business must know it's competition by identifying the competitors strength and
weaknesses.

Product /Brand

CREDB TILAPIA ICE CREAM WITH MALUNGGAY

Labeling

Nutritional Benefits of Malunggay Content

Protein 2 grams
Vitamin B6 19% of the RDA
Vitamin C 12% of the RDA
Iron 11% of the RDA
Riboflavin (B2) 11% of the RDA
Vitamin A (from beta-carotene) 9% of the RDA
Magnesium 8% of the RDA
Nutritional Benefits of Tilapia Content
Calories 128
Protein 26grams
Fats 3 grams
Niacin 24% of the RDI
Vitamin B12 31% of the RDI
Phosphorus 20% of the RDI
Selenium 78% of the RDI
Potassium 20% of the RDI
Price/Value
The price of our product is P30 only.
Objectives
-pricing objectives are the goals that guide your business in setting the cost of product

Methods of pricing
1.value based pricing
2.cost based pricing
3.market/competitor based pricing
4.customer demand based pricing

Strategies
Each ice cream has expenses of p21. We sell it P30/each. So, we earn P9 in each ice cream.

DISTRIBUTION/VALUE CHAIN
Channels
Tilapia ice cream with malunggay we made it as a product in our Marketing plan. One of
the things that can be hindrances to our product are the other competitors their different flavors
of ice cream. This is important since our product is unique compared to other flavors of ice
creams. Since we have limited resources and need to manage our finances very effectively we
will focus on two: Advertising and networking. The advertising will primarily via online. We can
post it on our social media accounts; it will help to make it easier for us to find customers and to
sell them.
Marketing Communications
Marketing communications uses different marketing channels and tools in combination ,marketing
communication channels focus on any way a business communicate a message to its desired
market,or the market general.
A. Advertising- We can introduce to you our very own product through social
media,tarpaulin,magazine and networking, we can also ask vlogers to promote our ice cream product.
B. Personal selling- from the root word personal, we will sell our product ice cream through face to
face
C. Sales Promotion- we can give a discount to the customers or we should consider the buy 1 take 1
if possible.
D.Direct Marketing- like a personal selling it is also like a one on one conversation or direct
conversation using your customers.
E.Public Relationship/ Publicity- were promoting our product not only through sales talk we also
inform it to public about our ice cream product so that they can get to know it better.
F.Word of Mouth- it’s up to us how we can speak about to our product if it is delicious so we can
start sales talking or we can praise them.

V. FINANCIALS
Time table of activities
Day Time
Monday 7:00 am Opening– 5pm Closing
Tuesday 7:00 am Opening– 5pm Closing
Wednesday 7:00 am Opening– 5pm Closing
Thursday 7:00 am Opening– 5pm Closing
Friday 7:00 am Opening– 5pm Closing
Saturday 7:00 am Opening– 5pm Closing
Sunday Day Off
 Sales Forecast
Week Start Scale Monday Tuesday Wednesday Thursday Friday Saturday Total
January 04, 2021 Price/ 30 30 30 30 30 30
Unit
Unit 300 250 300 250 300 200
Sold
Total 9,000 7,500 9,000 7,500 9,000 6,000 48,000
January 11, 2021 Price/ 30 30 30 30 30 30
Unit
Unit 300 300 250 300 300 250
Sold
Total 9,000 9,000 7,500 9,000 9,000 7,500 51,000
January 18, 2021 Price/ 30 30 30 30 30 30
Unit
Unit 300 300 300 250 250 300
Sold
Total 9,000 9,000 9,000 7,500 7,500 9,000 51,000
January 25, 2021 Price/ 30 30 30 30 30 30
Unit
Unit 250 300 200 200 250 300
Sold
Total 7,500 9,000 6,000 6,000 7,500 9,000 45,000
TOTAL 195,000

Projected Income Statement

Revenues 195,000
Cost of goods sold 123, 480
Gross Profit 71, 520

Operating expenses
Marketing expenses 5,000
Shop expenses 30,000
Total Operating expenses 35,000
Net income 36, 520
VI. THE CONTROL PROCESS
What do we want to achieve?

*We envision to established a good and trustworthy company that is committed to develop a
good relationship between us; owners & customers.
What we want is a "give and take" relationship between our consumers. Simply, we'll deliver our
products to them at its finest, After they tasted it they can't say that its not worth it. We really
want to have a valued relation. We're not just only after their money.
What is happening?
*I can say our business isn't going down because our methods of pricing is based purely on our
expenses used to create our product.
Why is it happening?
*Business collapse only happens if you keep up with competing products that lower the price. In
other terms, you did not follow your cost based pricing method therefore you didn't meet your
expected interest that you will earn on your business.
What should we do about it?
*Do not keep up with the drop in the price of rival products because you will not get the profit
you want. It is okay if the price of the product is a little high as long as the quality of the
ingredients used in making the product is good.

Implementation
Being organized, well planned, and committed is essential to every marketers. As a
marketer we need to understand the risks and rewards, analyze the competition,willing to take
risks and fully committed to the responsibilities and obligations regarding on the business they
started. Also, they must have the ability to communicate in order for them to build a good
relationship to their business partners ,and customers. The most essential is that its neccessary to
provide a great service in order to make a business successful in the future.
Contingency plan
The analyzing of business collapse and the downsides of the business such as downfalls
on earnings in a month or year.
Developing strategies in advance for various situations that might affect the business.
Remember, a successful business always have a downside just like ; if the customer suddenly
demands large scale orders that you can’t accomplish in the due date. The worst outcome is that
your customer won’t buy your product anymore. If the strategy you’ve used is bad , you might
end up suffering like; loss of credibility ,loss of customers,investors,and business partners.
What’s more concerning is that you can even loss your business.

Contingency planning involves:

*Preparing for predictable and quantifable crises
*Preparing for unexpected and unwelcome events

The action is to:

*Reduce the risk of the crisis occuring
*Minimize the impact of a foreseeable event and to plan for how the organisation will resume
normal operations after the crisis
VII. References:
https://www.google.com/search?sxsrf=ALeKk00WXzMtIraeVGQJFbSkMzFX8Ha3lA%3A161
1612080978&source=hp&ei=UmcWYK7-
H5a6wAPQvL_ABw&q=what+is+marketing+materials&oq=what+is&gs_lcp=CgZwc3ktYWIQ
ktYWIQARgAMgYIIxAnEBMyBQgAEMsBMgUIABDLATIFCAAQywEyBQgAEMsBMgUI
ktYWIQARgAMgYIIxAnEBMyBQgAEMsBMgUIABD6BwgjEOoCECc6BQgAEMQCOgQB
QgAEMQCOgQIABADOgQIIx1iwGmCrKmgAcAB4AIAB9AiIAf4UkgEPMC4xLjEuMi4wLj
EuwL4xmAEAoAEBqgEHZ3dzLXdperABCg&sclient=psy-ab
https://www.google.com/search?sxsrf=ALeKk01vroF63H7cRExtnzB5h9XrWK3oCg%3A16120
80989266&ei=XWcWYIXpD4-
6wAPUx5fACA&q=what+is+projected+income+statement&oq=what+is+projected+&gs_lcp=C
gZwc3ktYWIQARgAMgUIABDLATIFCAAQywEyBQgAEMsBMgUIABDLATIFCAAQywE
yBQgAEMsBMgUIABDLATIFCAAQywEyBQgAEMsBMgUIABDLAToGCCMQJxATOgUI
ABDEAjoECAAQAzoECCMQJzoECAAQHjoCCCY6CggAEMsBEEYQ-
QFQkG1YmLkBYL7IAWgAcAB4AIABkgOIAckWkgEKMS4xMy4xLjIuMZgBAKABAaoBB
2d3cy13aXrAAQE&sclient=psy-ab

https://www.google.com/search?sxsrf=ALeKk00nUlUVbgjZx55BCgI6tak0oH2UhA%3A16120
81016516&ei=eGcWYL7_HsnX-
QaOsLjQCQ&q=what+is+the+purpose+of+projected+income+statement&oq=what+is+projecte
d+income+statement&gs_lcp=CgZwc3ktYWIQARgEMgYIIxAnEBMyBggAEBYQHjIGCAAQ
FhAeMgYIABAWEB4yBggAEBYQHjIGCAAQFhAeMgYIABAWEB46BggAEAgQHlAAW
ABgp6gDaABwAHgAgAGsAYgBpwKSAQMwLjKYAQCqAQdnd3Mtd2l6wAEB&sclient=ps
y-ab

https://www.google.com/search?sxsrf=ALeKk00y-9-
9e9ZXQU4Kw_3g48JcnFdctQ%3A1612081071850&ei=r2cWYLGrM4Wo-
QbRt6SgAw&q=what+is+appendices&oq=what+is+appendi&gs_lcp=CgZwc3ktYWIQARgEM
gUIABDLATIFCAAQywEyBQgAEMsBMgUIABDLATIFCAAQywEyBQgAEMsBMgUIAB
DLATIFCAAQywEyBQgAEMsBMgUIABDLAToGCCMQJxATOgQIIxAnOgUIABDEAjoEC
AAQAzoECAAQHjoCCCY6CggAEMsBEEYQ-
QE6BwgAEAoQywFQzucBWJGOAmDSpwJoAXAAeACAAXuIAcANkgEENC4xMpgBAKA
BAaoBB2d3cy13aXrAAQE&sclient=psy-ab

8. APPENDICES
Curriculum Vitae

Name: Pabuaya, Blessie M.

Address: Sitio 2 Vizal San Pablo Candaba Pampanga
Mobile No.: 09612792375
Email: [email protected]

Date of birth: 12/23/2001

Place of birth: San Luis Pampanga
Civil status: Single
Citizenship: Filipino
Religion: Catholic
Height: 5'4

Father's name: Norberto Pabuaya

Mother's name: Jocelyn Pabuaya

Educational background-
Primary: Vizal San Pablo 1 Elementary School
Secondary: Bahay Pare National High School/ Young Achievers' School of Caloocan Inc.
Tertiary: Don Honorio Ventura State University
Name:Dennis M. Torres
Address:San Agustin Candaba pamp prk5
Mobile No.:09516186118
Email: [email protected]

Date of birth:june30 2002

Place of birth:SanLuis pampanga
Civil status: single
Citizenship: Filipino
Religion: Catholic
Height:5.2
Weight:68
Father's name: Duminggo torres
Mother's name:Irene torres

Educational background-
Primary:buas candaba elementary school
Secondary:pasig national high school
Tertiary:DHVSU CANDABA CAMPUS
Peña,Catherine Eduria
Address:San Juan,San Luis,Pampanga
Mobile No:09619105624
Email:cathycathpeñ[email protected]

Date of birth:February 20,2002

Place of birth:San Luis District Hospital
Citezenship:Filipino
Religion:Roman Catholic
Height:
Weight:
Father's Name:Ruben K . Peña
Mother's Name:Lilibeth E. Peña

Primary -
San Juan Elementary School.
San Luis Pampanga.

Secondary -
San Juan National High School.
San Luis Pampanga.

Name:Eddie Mar P. Calakhan

Address:476 purok 5 baranggay San Augustine
Mobile No.:09363100237
Email: [email protected]

Date of birth: November 18 2000

Place of birth:baliwag bulacan hospital
Civil status: single
Citizenship: Filipino
Religion: Catholic
Height:5/11
Weight:70
Father's name:edgardo P. Calakhan
Mother's name:marcellina P. Calakhan

Educational background-
Primary:buas candaba Elementary school
Secondary:Pasig national High school
Tertiary:Don Honorio Ventura State University
Name:Ronnel K.Raposas
Address: baranggay sta lucia sta ana pampanga
Mobile No.
Email:raposasronnel08gmail.com

Date of birth:feb 18 1999

Place of birth: sta lucia sta ana pampanga
Civil status: single
Citizenship: Filipino
Religion: Catholic
Height:5/7
Weight:55
Father's name:Rogelio P. Raposas
Mother's name:Dina K. Raposas

Educational background-
Primary:sta lucia sta ana Elementary school
Secondary:Pasig national High school
Tertiary:Don Honorio Ventura State University