CHAPTER 3: MARKETING PLAN

A. Lean Canvas

B. Product

As for the product, the Multifunctional Clipboard Organizer is a stationery that offers a
lot of uses. Since it is multifunctional, it provides convenience and portability, so you
don’t have to carry your school or work essential materials individually. With this
product, people can organize their materials and avoid the loss of their things as it has
different features that would aid them in organizing, efficiency, and productivity. The
clipboard organizer acquires distinctive features: storage space for stationeries,
whiteboard, power bank (30k MAH) with phone holder, and book stand, and has different
variations based on customers’ preferences and budget. The variations include the
following:
 A) Multifunctional Clipboard Organizer w/o Power Bank
B) Multifunctional Clipboard Organizer with Power Bank (15k MAH)
C) Multifunctional Clipboard Organizer with Power Bank (30k MAH)

We also offer designs and palettes that would satisfy one’s visual standards.

For the packaging, the business owners considered what will benefit not only the
consumers themselves but the environment as well. Hence, paper-based packaging shall
be used instead of single-use plastics. As for the customers’ choice, eco bags are offered
in which, if the customer avails it, the fund will go directly for the school supplies of
children or students that don’t have the means to buy their school supplies. In addition to
that, rather than using the usual bubble wraps to keep the items securely packed,
recyclable materials such as newspaper and used paper will be utilized for a sustainable
cause. The clipboard organizer comes with a box type packaging that has the design of
the product included on it. Outside the said box will the different features and details of
the product be indicated, instructions upon usage and materials in which the product is
made are some of the information that can be seen in the outer area of the box type
packaging; it also presents the variation type and respective price of the product. Box
type packaging is used for the product to be more safer and convenient for the customers.

C. Place

Stationery Central is located along the street of San Marcelino, Manila. Considering
that stationery products are what the company is offering, students are one of the primary
target markets. Since there are numerous nearby universities from the mentioned street,
students usually pass by the said place, making it the ideal area for the location of the
official store. Furthermore, placing our business shop in that spot, that is within the
vicinity of universities, would be a move that’ll put us ahead of our competitors that are
near or inside malls and markets much further in distance to the students and offer similar
products and services that cost much more given their additional rent in location. Aside
from that, Manila being a busy city is an advantage since the perceived traffic would
generate more possibilities of acquiring customers.
D. Promotion

Since the company aims to catch the attention of those who are fond of stationery, it is
only right to properly promote the products and services in platforms that’ll shed light on
the company’s offers. In these contemporary times, people mostly consume their time
scrolling through their phones, transferring from one social media platform to another.
With that in mind, the business owners shall be having an online promotion to attain their
objective of reaching their target customers in the wide range of virtual audiences. Social
media platforms like Facebook, Instagram, and Tiktok are the main social networking
websites that will be operated for the company’s product and service promotion. As for
Facebook, a business page will be created and the Facebook Marketplace feature will be
utilized. With this, products are showcased, questions and concerns are entertained, and
the mass consumers are reached. Next is Instagram, the virtual place for aesthetically
pleasing photos. In order for the company to be noticed and recognized by the users of
this application, business-related photos will be posted, newly-released products will be
published, and people’s tagged posts and stories of their purchased products and availed
services will be featured. Moreover, the company’s social media handlers, together with
its promotional team, will ensure that the ‘aesthetic’ standard of the people is reached or
even exceeded as this event will allow us to have the edge over our competitors since
people nowadays consider the account or page’s aesthetic before checking out one’s
product or place. Lastly is Tiktok, a famous platform today for frank videos and candid
reviews. With this, business-concerned videos will be posted to promote products and
engage with the people through their mentions in comments or even posts wherein
reviews, ratings, and hauls are done. The following are the sample publication materials
that will be utilized for the company’s product and service promotion:

Social Media Platform that will be utilized:

A. Multifunctional Clipboard Organizer w/o Power Bank x 20

Particulars Unit Cost Unit Used Total

Fixed Cost 17000 1 17000

Labor 1000 (2 employees) 20 (working days) 20000

Container 200 50 10000

Garter 10 (per yard) 50 500

Powerbank (15000 600 15 9000

Powerbank (30000 900 15 13500

Planner 250 50 12500

Whiteboard 50 50 2500

Bookstand 110 50 5500

Clipboard 70 50 3500

Total A.20190 94000

Price A.1413.3
B.1940.4
C.1968.5

The company shall manage its pricing operations based on the price skimming strategy. Given
that the company strives to introduce innovative products and services to the market, it can be
deemed appropriate for charging such products and services initially high and gradually lower it
as time passes by. Initiating new techniques and strategies upon the development of certain
products and considering that there shall be less to no competition at its early stages of release,
the company will be able to favorably redeem costs on the production processes applied and will
then be capable of progressively launching new products that attract consumers on purchasing or
availing. As the demand for the customers is fulfilled and competitors are caught up with the set
trend, the company will then be tactical by decreasing the price so that most of the customers
would still lead towards purchasing particular products and services from the company than from
other competitors.