Product Marketing Plan
Product Marketing Plan
Product Marketing Plan
Prepared by:
Justin Ocray
Janelle Taller
Nicole Triumfante
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Republic of the Philippines
CATANDUANES STATE UNIVERSITY
COLLEGE OF BUSINESS AND ACCOUNTANCY
Virac, Catanduanes
BRIEF DESCRIPTION
Rhanja Cakes & Pastries is a proudly DTI-registered food business that has been delighting
customers since its establishment in March 2020. Specializing in a wide variety of sweet treats,
they offer an extensive range of products, including cakes, cupcakes, donuts, cheesecakes, and
an assortment of freshly baked bread. Their signature offerings go beyond just the usual—
Rhanja Cakes & Pastries also provides beautifully curated dessert tables for any special event
or celebration, making them a popular choice for weddings, birthdays, and other gatherings.
What truly sets Rhanja Cakes & Pastries apart from other local cake shops on the island is the
uniqueness of their menu. They are especially known for their distinct and creative flavors,
which customers truly love and keep coming back for. Their selection includes Coffee/Caramel
Strawberry Cheesecake, Special Mocha Biscoff, Biscoff Cheesecake, Mango Cheesecake, Ube
Crème Brûlée, and Special Banana Loaves, among many others. These delightful treats are
available in bento boxes, by the slice, or as whole cakes. Additionally, customized cakes are
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Republic of the Philippines
CATANDUANES STATE UNIVERSITY
COLLEGE OF BUSINESS AND ACCOUNTANCY
Virac, Catanduanes
Although Rhanja Cakes & Pastries does not operate a physical store at the moment, customers
can easily place orders through pre-ordering. If you're craving something sweet or planning an
event, you can visit their Facebook page, Rhanja Cakes & Pastries, for updates on their
available products. Customers can also directly contact the seller by phone at 0969-246-8319 or
With a focus on customer satisfaction and providing a personalized touch, Rhanja Cakes &
Pastries continues to be a trusted and beloved name in the local food scene, ensuring that each
MARKET RESEARCH
INDUSTRY ANALYSIS
The bakery and pastry industry are vibrant and evolving sector that has seen a growing demand
for artisanal and specialty baked goods. As consumers increasingly seek unique flavors and
healthier choices, businesses that adjust to these preferences can succeed. This change has
been influenced by recent events that have shifted how people shop for food, with many turning
to online options.
Several key trends are shaping the industry. One important trend is the rising demand for
healthier products. Customers are more mindful of their food choices, leading to an interest in
options like gluten-free and reduced-sugar baked goods. Bakeries that can offer these choices
not only cater to various dietary needs but also attract a wider range of customers. Another
trend is the growing desire for customization. Many consumers want personalized products that
reflect their tastes, especially when it comes to special occasions like birthdays and weddings.
This demand allows bakeries to stand out by offering unique and tailored items. Additionally,
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Republic of the Philippines
CATANDUANES STATE UNIVERSITY
COLLEGE OF BUSINESS AND ACCOUNTANCY
Virac, Catanduanes
having a strong online presence is crucial in today’s market. With more people using social
media and websites to find and order baked goods, bakeries must focus on digital marketing to
In Catanduanes, there are numerous cake businesses that offer their products at low prices.
However, the critical question remains: is the quality of these products sufficient to encourage
repeat purchases? While affordable options may attract customers initially, the long-term
success of a bakery relies on the ability to deliver quality that keeps buyers coming back.
Consumers are increasingly discerning about the products they choose, and a focus on quality
Looking to the future, the bakery industry is expected to keep growing, with a significant
increase in demand for high-quality products. This growth presents many opportunities for
bakeries that are willing to adapt and innovate. By focusing on healthier options, customization,
sustainability, and online engagement, businesses can capture a larger share of the market and
thrive in this competitive field. Bakeries that recognize and respond to these trends, particularly
COMPETITOR ANALYSIS
There are many cake and pastry businesses in Catanduanes, especially in Virac. Some of the
well-known bakeries, like JSV Bakery and Virac Jaja Bakery, offer products that are not
particularly innovative but remain popular in the market due to their affordability and strong
branding. These bakeries are recognized throughout Virac and other municipalities, making
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Republic of the Philippines
CATANDUANES STATE UNIVERSITY
COLLEGE OF BUSINESS AND ACCOUNTANCY
Virac, Catanduanes
For cake customization, Marems is notable for its fondant and frosting options. Additionally,
there are newer shops like Tina’s Cakes, Come and Bite Pizza Hub, Blue Café, Tandu Café,
Rojazz Café, Dakila, Oyana, Conteffi, and many others that provide unique and flavorful
products. These establishments represent strong competition for Rhanja Cakes & Pastries for
several reasons: first, they consistently offer cakes and pastries, and second, they have
STRENGTHS:
Broad Branch Network: Jaja Bakery is widely accessible throughout Catanduanes due to its
extensive presence.
Variety of Products: The bakery offers a wide range of breads, appealing to diverse tastes.
WEAKNESSES:
Lack of Customization: Limited options for customizable cakes restrict their ability to meet
Overly Sweet Offerings: While appealing to some, their excessively sweet cakes may deter
health-conscious customers.
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Republic of the Philippines
CATANDUANES STATE UNIVERSITY
COLLEGE OF BUSINESS AND ACCOUNTANCY
Virac, Catanduanes
STRENGTHS:
Outstanding Quality: Tina's cakes are known for their balanced sweetness and flavor, setting
Customization: Tina offers personalized cakes, catering to individual customer preferences and
dietary needs.
WEAKNESSES:
Higher Price Point: Some price-sensitive consumers may be deterred by the higher cost of her
cakes.
STRENGTHS:
Prime Location: Located in Virac Town Center, Blue Cafe benefits from high foot traffic and
walk-in customers.
Pleasant Atmosphere: The cozy environment, along with reliable Wi-Fi, creates a welcoming
WEAKNESSES:
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Republic of the Philippines
CATANDUANES STATE UNIVERSITY
COLLEGE OF BUSINESS AND ACCOUNTANCY
Virac, Catanduanes
Pricing Concerns: Some customers may find the prices a barrier, leading them to consider
alternatives.
Lack of Information: Insufficient details about the menu and pricing on their Facebook page may
STRENGTHS:
Welcoming Atmosphere: The cozy environment and outdoor seating create a pleasant space for
Online Ordering: The convenience of online orders ensures timely delivery of cakes.
WEAKNESSES:
Limited Product Range: A smaller selection of cakes compared to competitors may fail to attract
Inconsistent Service Quality: Insufficient employee training may lead to varied customer service
experiences.
Despite this competition, Rhanja Cakes & Pastries has established a strong brand reputation
based on the quality of its products. Whenever they post their available items, they often sell out
quickly. Customers are eagerly awaiting updates on when Rhanja’s cakes will be available, as
they appreciate the unique flavors and quality. During peak seasons, the volume of pre-orders
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Republic of the Philippines
CATANDUANES STATE UNIVERSITY
COLLEGE OF BUSINESS AND ACCOUNTANCY
Virac, Catanduanes
The key to success in this market lies in effective branding and maintaining product quality.
These factors help build a loyal customer base and attract new customers, leading to consistent
repeat purchases.
TARGET MARKET
Our target market includes people of all ages, from adults seeking premium cakes for special
occasions to children celebrating birthdays. This broad audience includes families, young
professionals, and health-conscious buyers, all of whom value quality, personalization, and
unique flavors. We also cater to individuals with egg or dairy allergies by offering allergen-free
Survey results show that younger consumers are a key market, with 52.9% of respondents aged
18-20. This group is drawn to cakes for events like birthdays and graduations and enjoys trying
new flavors and trends. The 21-23 age group, representing 38.2% of respondents, also seeks
Only 8.8% of respondents were 24 or older, suggesting they may prioritize health-conscious or
premium options. Additionally, 88.6% of respondents were students, indicating strong demand
for affordable and customizable cakes for their various celebrations, while 11.4% were
This data highlights our primary audience: younger individuals and students who celebrate with
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Republic of the Philippines
CATANDUANES STATE UNIVERSITY
w
COLLEGE OF BUSINESS AND ACCOUNTANCY
Virac, Catanduanes
SWOT ANALYSIS:
preferences.
s
ingredients, setting a standard for consistent, delicious products
STRENGTHS pastries are not too sweet, which caters to a growing number of
lead time for taking orders, while also staying current with the
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Republic of the Philippines
CATANDUANES STATE UNIVERSITY
COLLEGE OF BUSINESS AND ACCOUNTANCY
Virac, Catanduanes
o
more customers and expanding its reach.
business growth.
partnerships.
T
• The rising prices of key ingredients present a significant
profit margins.
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Republic of the Philippines
CATANDUANES STATE UNIVERSITY
COLLEGE OF BUSINESS AND ACCOUNTANCY
Virac, Catanduanes
THREATS ensure that Rhanja Cakes & Pastries maintain its reputation for
profitability.
SMART CRITERIA
1. Increase Specific: Boost the number of pre-orders placed through Facebook and
Months Achievable: Leverage the established online presence and social media
2. Partner Specific: Establish partnerships with local cafes to supply a variety of cakes
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Republic of the Philippines
CATANDUANES STATE UNIVERSITY
COLLEGE OF BUSINESS AND ACCOUNTANCY
Virac, Catanduanes
Cafes by June Measurable: Secure partnerships with at least three cafes in the area.
Relevant: Many local cafes do not have a pastry section on their menu,
3. Launch Specific: Create cakes with reduced sugar and toddler-safe ingredients,
Holiday Achievable: Develop recipes with less sugar and safe, natural ingredients
December Relevant: Since the owner is a mother of a toddler, this product line is ideal
2024 for mommies who want cakes their toddlers can enjoy without compromising
health. It’s a great way to make toddlers feel included in family holiday
feasts.
2024.
4. Launch Specific: Introduce cakes made with alternative ingredients suitable for
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Republic of the Philippines
CATANDUANES STATE UNIVERSITY
COLLEGE OF BUSINESS AND ACCOUNTANCY
Virac, Catanduanes
December 2024.
5. Hire an Specific: Find and hire an assistant to help with baking and fulfilling orders,
Support Measurable: Successfully onboard one assistant by the end of the year to
Production by Achievable: Allocate time and resources for training the assistant to ensure
2024 Relevant: With an assistant, Rhanja Cakes & Pastries can handle more
orders, not just for the holiday season but all year round, allowing for
Time-bound: Complete the hiring process and have the assistant fully
6. Establish a Specific: Open a physical bakery store to cater to walk-in customers and
Store by Measurable: Secure a location and set up a fully operational store by the
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Republic of the Philippines
CATANDUANES STATE UNIVERSITY
COLLEGE OF BUSINESS AND ACCOUNTANCY
Virac, Catanduanes
2025 Achievable: Plan and save profits throughout 2024 to allocate funds for rent,
MARKETING STRATEGY
Product Strategy:
Features:
Rhanja Cakes & Pastries offers a wide variety of products, including signature cakes like
Coffee/Caramel Belgian Chocolate Moist Cake, Basque Burnt Cheesecake, and Ube Crème
Brûlée, alongside cupcakes, donuts, cheesecakes, and freshly baked bread. Customers can
enjoy customized cakes tailored to specific occasions, with the flexibility to choose designs,
flavors, and dietary preferences, such as allergen-free options. The bakery uses high-quality,
fresh ingredients, ensuring healthier alternatives through controlled sugar levels, while also
incorporating specialty ingredients for allergen-free and toddler-friendly cakes. Rhanja stands
out with its creative and innovative flavor combinations, as well as beautifully curated dessert
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Republic of the Philippines
CATANDUANES STATE UNIVERSITY
COLLEGE OF BUSINESS AND ACCOUNTANCY
Virac, Catanduanes
Benefits:
Customers benefit from Rhanja's commitment to quality, knowing each product is crafted with
premium ingredients and attention to detail. Health-conscious options, such as cakes with
reduced sweetness and allergen-free choices, cater to a variety of dietary needs. The
personalized experience offered by customized cakes and curated dessert tables makes every
celebration special and memorable. Additionally, the convenient online ordering process
accommodates busy lifestyles, ensuring accessibility and ease. With a strong focus on
Rhanja Cakes & Pastries sets itself apart by offering premium, high-quality cakes and pastries
with unique flavor profiles and customization options that cater to health-conscious customers.
Our commitment to using fresh ingredients and controlled sugar levels ensures that our
products are not only delicious but also suitable for a variety of dietary needs, making every
affordable luxury experience, where quality meets personalization, ensuring that each cake is a
Pricing Strategy:
At Rhanja Cakes and Pastries, we utilize a cost-plus pricing strategy to ensure that our pricing is
both fair and sustainable. This model involves calculating the total cost of producing each
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Republic of the Philippines
CATANDUANES STATE UNIVERSITY
COLLEGE OF BUSINESS AND ACCOUNTANCY
Virac, Catanduanes
product, including ingredients, labor, and overhead, and then adding a markup percentage to
1. Cost Calculation:
Ingredients: We track the costs of all ingredients used, including any specialty items for
Labor: We consider the time spent on baking, decorating, and fulfilling orders.
Overhead: This includes utilities, equipment maintenance, and any other business operational
costs.
2. Markup Percentage:
After calculating the total costs, we apply a markup to ensure profitability. This markup reflects
our quality and service levels while remaining competitive within the market.
Rationale:
The cost-plus pricing model allows us to maintain transparency in our pricing while ensuring that
we cover all expenses and achieve a profit margin. This approach enables us to set prices that
accurately reflect the quality of our products and the craftsmanship involved in creating them.
By adhering to this model, we can also adjust prices as ingredient costs fluctuate, ensuring our
pricing remains aligned with our commitment to quality. This not only reinforces our positioning
as an affordable luxury but also builds trust with our customers, who can appreciate the value
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Republic of the Philippines
CATANDUANES STATE UNIVERSITY
COLLEGE OF BUSINESS AND ACCOUNTANCY
Virac, Catanduanes
Distribution Strategy:
1. Online Sales
• Utilize Facebook and Instagram for direct sales, showcasing products, and engaging
• Implement online ordering features via social media platforms for easy customer access.
Official Website:
• Create a user-friendly website with an online shop where customers can browse
• Include an easy checkout process and secure payment options to enhance customer
convenience.
Partnerships:
• Collaborate with local cafes to supply a selection of cakes and pastries, increasing
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Republic of the Philippines
CATANDUANES STATE UNIVERSITY
COLLEGE OF BUSINESS AND ACCOUNTANCY
Virac, Catanduanes
Cross-Promotion:
• Implement joint marketing efforts with partnered cafes, such as social media promotions
3. Event Catering
• Offer catering services for special occasions such as weddings, birthdays, and corporate
• Create packages that include personalized cakes, dessert tables, and themed
Pop-Up Events:
• Participate in local markets, fairs, or community events with a pop-up booth to sell
4. Delivery Services
In-House Delivery:
• Implement an in-house delivery system for local orders, ensuring timely delivery and
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Republic of the Philippines
CATANDUANES STATE UNIVERSITY
COLLEGE OF BUSINESS AND ACCOUNTANCY
Virac, Catanduanes
• Partner with established delivery platforms (Food Panda, DeliVirac) to reach a wider
audience and offer convenient delivery options for customers who prefer home delivery.
Promotional Strategy
Since Rhanja Cakes &Pastries started as an online business, product promotion primarily
involves posting on social media and keeping customers and potential customers updated about
product availability. Social media platforms serve as an excellent marketing choice, as nearly
Seasonal Promotions:
• Rhanja Cakes & Pastries will create themed promotions around holidays or special
events (e.g., Mother's Day, Christmas) to encourage timely orders and boost sales.
• To secure an inclusive business presence, Rhanja Cakes & Pastries recognizes that
many people in Virac listen to the radio and read newspapers. Utilizing these traditional media
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Republic of the Philippines
CATANDUANES STATE UNIVERSITY
COLLEGE OF BUSINESS AND ACCOUNTANCY
Virac, Catanduanes
channels will help inform a wider audience about the business and encourage them to try the
products.
Sampling Events:
• Rhanja Cakes & Pastries will host tasting events at local fairs, markets, or partnered
cafes to allow potential customers to sample products before making a purchase. Offering
samples at community events will generate interest and encourage future orders.
In conclusion, Rhanja Cakes & Pastries aims to use a mix of online and local marketing
strategies to reach more customers and build a strong community presence. By engaging with
customers both online and offline, Rhanja Cakes & Pastries hopes to share its delicious treats
with everyone.
SALES
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Republic of the Philippines
CATANDUANES STATE UNIVERSITY
COLLEGE OF BUSINESS AND ACCOUNTANCY
Virac, Catanduanes
The pre-order system has shown consistent interest from customers, with products frequently
selling out upon posting. However, managing bulk orders and meeting growing demand can be
challenging due to limited availability, especially during peak seasons. Monitoring the number of
pre-orders, seasonal spikes, and customer retention rates will help gauge business growth and
production capacity.
BRAND AWARENESS
Although Rhanja Cakes and Pastries is well-known for its unique flavors and quality, many
competitors have physical stores, which gives them an edge in visibility. Online engagement
through Facebook should be consistently tracked, focusing on follower growth, post interactions,
1. Metrics
- Customer Satisfaction: Monitor feedback on social media and through direct customer
communication to assess satisfaction. This can be linked to how well the business handles
- Price Perception: Track customer responses on pricing, especially as the cost of ingredients
rises. If many customers perceive the prices as too high, evaluate the need for promotions or
bundled offers.
- Product Availability: Recording how often products sell out and customer complaints regarding
availability will help identify opportunities for production increases or better scheduling.
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Republic of the Philippines
CATANDUANES STATE UNIVERSITY
COLLEGE OF BUSINESS AND ACCOUNTANCY
Virac, Catanduanes
- Delivery Performance: Track delivery times, customer feedback on delivery service, and any
2. Data Analysis
Key factors driving purchases include product quality and unique flavors. Analyzing the most
popular products based on sales data and customer preferences will guide which items should
be regularly offered and which flavors or options (like toddler-safe cakes) could be expanded.
Product Availability: Managing the balance between business demands and personal
responsibilities has been challenging, which sometimes leads to rescheduling clients. To avoid
losing customers, clear communication on lead times and setting order limits during high-
Ingredient Sourcing: The limited availability of key ingredients in Virac can lead to delays.
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Republic of the Philippines
CATANDUANES STATE UNIVERSITY
COLLEGE OF BUSINESS AND ACCOUNTANCY
Virac, Catanduanes
2.Emerging Trends
Health-Conscious Choices: Given the rising demand for healthier options, Rhanja Cakes and
Pastries can introduce more low-sugar or allergy-friendly cakes. Keeping up with this trend
could open doors to new customer segments, such as families with dietary restrictions.
IV. RECOMMENDATIONS
1.Boost Online Engagement: Increase interaction on social media through more frequent posts,
customer testimonials, and behind-the-scenes content to maintain customer interest and attract
new followers.
2.Introduce Loyalty Programs: Offering a loyalty program for repeat customers could encourage
frequent purchases. Simple reward systems like discounts on the 5th order or during birthday
3.Partnerships with Cafes: Consider collaborating with local cafes to expand visibility and
access to a wider customer base. This could also help reduce the need for customers to wait for
online availability. Also,Explore joint marketing campaigns with cafes, such as offering a special
4.Enhance Production Capacity: Hire an assistant to help meet growing demand, especially
5.Communicate Clearly on Lead Times: Set clear expectations on order deadlines and pickup
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Republic of the Philippines
CATANDUANES STATE UNIVERSITY
COLLEGE OF BUSINESS AND ACCOUNTANCY
Virac, Catanduanes
V. CONCLUSION
Rhanja Cakes and Pastries enjoys a strong reputation for unique flavors and high-quality
products, but addressing challenges like ingredient sourcing and managing bulk orders is
essential for continued growth. Focusing on healthier options, loyalty programs, and
partnerships will help maintain customer satisfaction and expand the business's market
presence.
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