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Deliciosa Ice Cream Marketing Plan
Deliciosa Ice Cream Marketing Plan
MARKETING PLAN
Determining market demand and meeting customers’ needs are two of the
primary objectives of any companies which will form part of the Marketing Plan. Thus,
this chapter covers plans about the product, its price, ways of promoting and methods of
distribution.
Deliciosa Ice Cream is made from coconut milk, milk solids-non-fat (skim-milk
powder), sugar; all purpose cream, and natural fruits or premium cocoa powder.
Coconut milk is known to be an antioxidant. It can prevent cancer and other digestion-
related diseases. It cures constipation and will make your skin smooth. Moreover, skim
milk is a good source of calcium that increases the solid content of the ice cream and
gives it more body. It is also an important source of protein which will improve the ice
cream because of the nutrients. Fresh fruit is also used as a flavor which is a good
source of vitamins and minerals.
Deliciosa Ice Cream will strive to make an image as a nutritious, delicious and
affordable ice cream. Unlike existing national brands, Deliciosa Ice Cream uses fresh
fruits as the flavoring component that makes it more nutritious with the following health
benefits:
Product Quality
It has been said that quality is like beauty, in that; it is in the eyes of the
beholder. While there is a standard definition to it because of the efforts done by
companies in their Total Quality Management or TQM, a person’s unique
definition is cathartic. It is evidenced in the initial survey we conducted. We asked
what does quality mean to them and answers varied from the texture to taste and
cheap price to availability. 32% commented that it should be tasty and
delicious. As such, Deliciosa Ice Cream will capitalize in its delicious taste. If
customers will be satisfied with its taste, then repeat purchases is expected.
Price
Price is the amount of a particular good that customers are willing to pay.
It can be the major reason of product purchase. Deliciosa Ice Cream is priced
lower than the “giants” in the ice cream industry and higher than the existing
homemade ice cream in the market. With this, we anticipate more customers will
be patronizing our product because it will be very affordable for the students,
faculty and staff of MSU-Iligan Institute of Technology and the residents in Iligan
City.
1.3 LOCATION
The target market of the enterprise will be the students, faculty and staff of MSU-
Iligan Institute of Technology.
The college students comprise the largest population of the institute. Most of
them have Php 3,001 – Php 4,000 monthly allowance, 17-21 years of age and live in
the lodging houses and dormitories near the campus. They buy products for personal
consumption. Based on the survey, 98% of them like to eat ice cream.
The faculty members of the institute have a monthly salary ranging from
Php 10,000 to Php 60,000 and above. Most of them are already married, 25-56 years
old and reside within Iligan City. They basically buy products for their families and based
on the survey, majority of them likes to eat ice cream.
In Barangay Tibanga, there are four retail stores that sell ice cream products of
Nestle, Magnolia and Selecta. However, ice cream is not their main offering. AVERITH
Enterprises will be the first of its kind and Deliciosa Organic ice cream will be the
main product. The group hopes to serve 12,198 constituents of MSU-Iligan Institute of
Technology. Specifically, there are
Basically, there are few competitors offering ice cream products near MSU-IIT namely:
Clovy Enterprises. It is located some meters away from the main entrance of
MSU-IIT. They offer grocery products to customers. Ice cream from Nestle and
Selecta is one of their product offerings. Accordingly, drumstick is the most
saleable item where students enjoy eating it after classes. At least 100 pieces will
be sold in a week.
Mr. Bakers. The store offers bread, cake and pastries. They also sell ice
cream products of Nestle. Their competitive advantage is the 24/7 concept
wherein they sell products whole day, seven days a week. Most of their
customers are students who like to take snacks with their friends and
classmates.
Petron Gas Station. The establishment sells Nestle Ice Cream products. As a
gas station, their customers include vehicle owners, drivers and even passengers
who get to drop by the area.
1.8 SELLING PRICE
Averith Enterprises will establish an Ice Cream Parlor / mini store offering ice
cream in scoop, cup, pint, ½ gallon and 1 gallon. The business will join the “giants” in
the ice cream industry by offering organic ice cream to the students, faculty and staff of
MSU-IIT. As such, the group will use a Comparative Method in determining the selling
price of the Ice Cream. Please refer to table below on the table below.
Averith Enterprises will set the price lower than the competitors. Based on
the survey conducted, respondents prefer ice cream at Php 10.00 per scoop, 20.00 per
cup, 60.00 per pint, 199.00 per ½ gallon and 389.00 per 1 gallon. The group will use
psychological pricing to support the claim that Deliciosa Ice Cream is very
affordable. The price of 1 cup, however is similar to that of Nestle because 87 out of
222 respondents or 39.2% chose the Php 20.00 price for 1 cup. These lower prices
serve as another competitive advantage of Averith Enterprises that will allow anyone
specially the constituents of MSU-IIT to eat ice cream at a very affordable price. Hence,
the group can give customers happiness through eating ice cream which is also
one of their goals.
1.9 SALES FORECAST
STUDENTS
f % Population x Estimated Estimated Frequency
# of of
Percentage customers Purchase
FACULTY
STAFF
The group identified the number respondents as to how frequent they are in buying
ice cream. They used the percentage as a basis in determining the sample from the
total population of each segment and approximately 10% of them will do the actual
purchase which is also one of the marketing goals of the business. Finally, the
expected number of customers in each segment is determined by multiplying the
estimated number of customers with the frequency of purchase. The total of which
serves as the benchmark.
Moreover, the group made an assumption that not all of the student population for
instance will only buy ice cream per scoop. Percentage distribution is applied as follows:
To illustrate, 60% of the expected student customers will buy ice cream per scoop in a
month. The process is similar with faculty and staff in determining the monthly sales per
scoop, cup, pint, half and 1 gallon of ice cream. Please refer to the sales forecast below.
Expected # of
customers 4,584 174 98
X Price per
Refer to the
percentage
distribution
of patronage
Scoop 10.00 27,504.00 87.00 49.00 above
Cup 20.00 27,504.00 348.00 294.00
Pint 99.00 22,690.80 3,445.20 1,940.40
1/2 gallon 169.00 23,240.88 7,351.50 3,312.40
1 gallon 299.00 27,412.32 20,810.40 11,720.80
Sales per Month 128,352.00 32,042.10 17,316.60 177,710.70
X 10 months 10.00 10.00 10.00 10.00
Total Sales for 10 months 1,283,520.00 320,421.00 173,166.00 1,777,107.00
Sales during
Summer
Expected # of
customers 687.60 26.10 68.60
X Price per
Scoop 10.00 4,125.60 13.05 34.30
Cup 20.00 4,125.60 52.20 205.80
Pint 99.00 3,403.62 516.78 1,358.28
1/2 gallon 169.00 3,486.13 1,102.73 2,318.68
1 gallon 299.00 4,111.85 3,121.56 8,204.56 15,437.97
19,252.80 4,806.32 12,121.62 36,180.74
The figures above show a sales forecast in a year. The group also estimates that during
summer, only 15% of the student and faculty and 70% of the staff population will be
around at the campus. This is due to the fact that some faculty and students don’t enroll
summer classes while staff members still report on duty during the period.
Hence, the sales forecast for 5 years will be as follows:
The group assumes a 20 % increase in sales on the 2 nd year of its operation. They also
want to increase sales by 200 % on the 3rd year by producing 42 gallons of ice cream a
day considering the increasing demand in the future. This increment will be made
possible by aggressive marketing efforts, additional production staffs and financing.
Diversification
Marketing Tactics
A tactic is a more specific activity that details the marketing strategy. Proper
planning and implementation will make the activities more effective and successful.
It delves on the 4 P’s of marketing namely product, price, promotion and place of
distribution. It requires creativity to become unique and influential among customers.
Price
One of the major reasons why consumers buy products is price. In
fact, others make it the sole basis before buying something. Averith
Enterprises will use market penetration pricing in which price is set
lower than competitors to reach the market quite easily. This will be
another competitive advantage which is favorable to the proponents.
During the blind taste test, respondents were also asked to voice out
their comments about the product and it was so amazing that they like
the taste very much. They even stressed that the product can be highly
saleable because of great taste. In relation to price, the proponents are
confident for the success of this technique to earn bigger sales.
Promotion
Promotion is the element in the marketing program that serves to
inform, persuade, and remind the market of the company and/or its
products (Stanton, Fundamentals of Marketing). It is the communication
tool to convince more customers. In fact, it is called as marketing
communication because every single element of the marketing mix should
be communicated to the target audience. Averith Ice Cream will be doing
a lot of promotional activities including:
b. Advertising
o Tarpaulin
o Leaflets
o Calling Card
o Trivia. The proponents will be posting Trivia about Ice Cream on
the bulletin boards every other day with contact details of our
business. This is to facilitate accidental exposure to information
among passersby or bystanders near the information bulletins.
c. Sales Promotion
The proponents will be using sales promotional techniques to
increase sales. Below is a list of methods:
e. Internet Marketing
With an outgrowing number of users in facebook and other
networking sites, promoting our product through it is a good idea. We
will create a group page in facebook with members exclusive for the
constituents of Iligan City. This is to elicit orders during important
occasions such birthdays and family reunions. The group plans to
maximize its advantages three months after the opening of the
business.
We will also invite bloggers and social media influencers to try our
product for free and they will serve as brand ambassadors.
Place of Distribution
The group also plans to put up ice cream stalls near MSU-IIT and
Gaisano Mall to serve a broader target market.
1.11 MARKETING BUDGET