Marketing Plan Group3 1 1
Marketing Plan Group3 1 1
FUD-TO-CART ENTERPRISE
A Marketing Plan
Presented to the Faculty of Quezon City University
San Bartolome, Novaliches Quezon City
2nd Semester, Academic Year: 2020-2021
By: SBENT- 2F
MENTOR:
JULY 2021
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
TABLE OF CONTENTS
Page
TITLE PAGE…………………………………………………………………. i
TABLE OF CONTENTS……………………………………………………. ii
1. Rationale
2. Nature of Business
3. Business/ Company Name
4. Vision
5. Mission
6. Objectives
7. The Product
8. Target Market
B. Market Environment
1. Target Market
2. Target market’s Unmet Needs
3. The Estimated Market Size
4. Assumptions
5. Demand Analysis
C. Market Competition
1. Competitors
2. Information on Key Competitors
3. SWOT Matrix
4. External Factor Evaluation Matrix
D. Market Plan
1. Product Portfolio
2. Product Description
3. Key Components
4. Product Testing
5. Future Plan
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
1. Sales Forecast
2. Sales Strategy
3. Branding Strategy
4. Distribution Strategy
5. Pricing Strategy
6. Promotion Strategy
7. Marketing Budget
F. Appendices
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
1. Rationale
2. Nature of Business
3. Business/Company Name
Company trademark was Fud-to-Cart Enterprise that will have a patent to the
Bureau of Trademarks at the Intellectual Property Office. It is significant to
have a trademark because it is an efficient commercial communication tool to
capture customer attention and make the enterprise, and the products stand
out.
The trade name of Fud-to-Cart Enterprise is that will identify the product itself.
A trade name is a monumental role in the brand’s growth and perception and
its significance to create a good business name.
4. Mission
Our enterprise mission is to provide fresh, healthy, nutritious and great tasting
food at reasonable prices in a clean, friendly and convenient environment.
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
5. Vision
6. Objectives
Specific
Measurable
● The Fud-To-Cart enterprise sold out of their 132 pcs of Sio Mai Color every
operation.
Attainable
These are the steps of the Fud-To-Cart enterprise to achieve its goals.
Relevant
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
Time Bound
7. The Product
The Product Fud-to-Cart Enterprise will offer a siomai that has two flavors
which are pork and chicken. The wrapper we are using has different varieties
such as squash, malunggay and beets. These vegetables will be added in
making the wrapper and it will give flavor and add nutrients to it.
8. Target Market
B. Market Environment
1. Target Market
1. Demographic
2. Geographic
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
The product Sio Mai Color is to bring affordable food without losing its
delicious taste. We provide a variety of products noted for its quality and taste.
SioMai Color provides a nutritional food due to the vegetable juice that is
combined with our wrapper, as well as the leftover vegetables that are utilized
in vegetable juicing and mixed with our key ingredients of siomai. Vegetable
juice is a simple way to increase the number of veggies in your diet; it's high in
vitamins and minerals, but it's lower in fiber and less satisfying than most
whole vegetables.
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
PUTIK
The enterprise aiming to operate in the Quezon City areas particularly in the
following Barangays: San Bartolome, Gulod, Novaliches Proper, Santa
Monica, North Fairview, San Lucia, Pasong Putik, Bagbag, Kaligayahan,
Nagkaisang Nayon.
For the past 5 years 2010 column, stated the actual census count of Philippine
Statistics Authority it gives the accurate population count in the past 5 years.
The present year (2015) stated the accurate census of Philippine Statistics
Authority for the latest population count.
The projected year (2020) gives a consistent growth rate of 7.20% according
to doh.gov.ph.
4. Assumptions
• Team management goes very well handling the business thru up and downs.
• More than a thousand of our product has been sold to retail and wholesale.
5. Demand Analysis
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
Conservatism Rate
Potential Demand Acceptability Rate Demand Forecast
(20%)
The table above shows the demand forecast of Fud-to-Cart Enterprise. The
computation of the demand forecast is based on the result from our survey
questionnaire. The Demand forecast of our enterprise has a total of 6408. The
potential demand of the enterprise is 9303. It came from the 10 barangays of
District 5 Quezon City which are our target population. The acceptability rate is
86% or 8,010 of our potential demand is willing to buy our product, Siomai Color
while 20% or 1602 of the conservatism rate is not yet sure to buy our product.
C. Market Competition
1. Competitors
Our competitors are Siomai House, Master Siomai and Siomai King.
Siomai has become one of the most popular snack foods for Pinoys.
We use natural ingredients with functional benefits, Siomai Color offers
healthy and good quality of siomai. With benefits to everyone who likes
healthy food.
STRENGTHS WEAKNESSES
● We focus on marketing ● Establishing a business because
campaigns with clear goals and of the pandemic.
strategies. ● There are a lot of companies
● We establish and maintain a selling siomai products.
strong capital base. ● Don't have an exact location of
● We have wide knowledge to our physical store because of the
improve our products. pandemic.
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
OPPORTUNITIES THREATS
● New generations of customers ● Expensive new marketing
appreciate innovative products. campaigns.
● There is a growing community of ● Don't have control of supply and
siomai products. distribution to the market.
● Introduce our innovative product ● Fluctuations in prices of supply
to the market may occur
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
D. Market Plan
1. Product Portfolio
2. Product Description
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
3. Key Components
Wrapper
One of the main ingredients used in siomai which makes it wrap it all up.
Cornstarch
Egg
Cilantro
Carrots
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
Squash
Beetroot
Another variety of the wrapper that comes from the same family as sugar
beets. Beetroot is an excellent source of iron and is great for maintaining
healthy hemoglobin levels.
Malunggay
Also one of the varieties of the wrapper which is widely used as vegetable
ingredient in cooking. Benefits of malunggay include strengthening of immune
system, better calcium absorption and improved motor skills.
Salt
Flour
Powder made by grinding raw grains, roots, beans, nuts, or seeds. Excellent
source of protein, vitamins, fibre and complex carbohydrates. It is also low in
fat and cholesterol.
Soy Sauce
Calamansi
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
A perfect partner of the soy sauce especially if used as a sauce of siomai. This
fruit is also extremely rich in vitamin C.
Adds a garlicy and salty rich taste, basically used to add more flavor to the
sauce.
Pork
Most consumed meat worldwide, rich source of certain vitamins and minerals
your body needs to function, like iron and zinc. It is used as one of the types of
siomai offered by the enterprise.
Chicken
Also used as another type of our siomai together with the said ingredients
above. It is highly nutritious and a good source of protein.
Pepper
Low in calories and are loaded with good nutrition. Used to add more flavor to
either the pork or chicken or the siomai itself.
Garlic
Used as a flavoring agent also. Can benefit the heart, brain, and other organs.
Onion
Adds excellent flavor especially to meat dishes. Contain antioxidants and
compounds that fight inflammation and reduce cholesterol levels.
The company will source this materials by having suppliers which is located in
different parts of District V Quezon City depending on the ingredient expected
to be supplied by them. However, if in case the supplier doesn't have the said
raw materials, we believe that most of it are produced and most of the time
available in the market, in this case the enterprise will be able to find a
temporary substitute without wasting much time.
4. Product Testing
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
The enterprise members and staffs will also try to taste and judge it first before
anyone else to know its quality, taste, competitive advantage and other things
that complies with the standards established by the enterprise. Next would be
working with a small group of customers who can provide direct product
feedback like in friends or family first of the members of the enterprise
targeting specifically the ones that suits the criteria of the enterprise's target
market.
5. Future Plan
2ND YEAR
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
3RD YEAR
4th YEAR
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
5th YEAR
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
● Price
We Measure our price depending on the target market and we decide that
we have to get all target customer and that we conclude that this price may goes
up or down depending on the raw materials
● Environment
We Make Sure that to keep the environment clean with using a reusable
package to our product and we always have to make our workplace happy and
convenient to customer to attract them.
● Nutrition
We measured all the ingredients we put is safe also many nutrients on the
variants we placed on.
Direct distribution
V. PRICING STRATEGY
Pricing
5 pesos for Chicken
7 Pesos for Pork
Cost Based
4.057 Pesos for Chicken
5.403 Pesos for Pork
Demand Based
1 Pieces Each
SALES
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
Pork 7 pesos -
5.403 pesos
=1.597 pesos
Chicken 5 pesos -
4.057 pesos
=0.943 pesos
We also have flyers in our physical store in case this pandemic will end
and let our enterprise to rent that flyers indicates our information and different
variation and the prices of our product and we have also an tarpaulin in the
physical store so that the customers who is passing by in our place can see
our product and can buy. Our store also creating promos, discount and
freebies to be more attractive from the customers.
The table below shows the budget of marketing strategy, activities and tools
that we will use in 1st year of our operation.
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
Total: 3,800
F. APPENDICES
21-25 73 50.7
12-20 60 41.7
26-30 5 3.5
31-35 2 1.4
36-40 2 1.4
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
FEMALE 89 61.8
MALE 50 34.7
EMPLOYED 26 18.1
UNEMPLOYED 8 5.6
SELF-EMPLOYED 7 4.9
RETIRED 0 0
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
MONTHLY
ALLOWANCE/ INCOME FREQUENCY PERCENTAGE
NONE 7 4.9
BAGBAG 18 12.5
GULOD 14 9.7
NAGKAISANG-NAYON 12 8.3
KALIGAYAHAN 9 6.3
CAPRI 5 3.5
SAUYO 4 2.8
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
PAYATAS A 3 2.1
BULACAN 1 0.7
BAESA 1 0.7
BAGUMBONG 1 0.7
FAIRVIEW 1 0.7
TALIPAPA 1 0.7
LAGRO 1 0.7
BALINGASA 1 0.7
are Brgy, Pasong Putik, followed by 3 (2.1%) indicated that they are Brgy,
Payatas A, and 2 (1.4%) indicated that they are Brgy, Tandang Sora, followed
by 1 (0.7%) indicated that in Brgy, Bagong Silang, 1(0.7%) indicated that in
Brgy, Apolonio Samson, 1 (0.7%) indicated that in Brgy, Caloocan city,
followed by 1 (0.7%) indicated that in Brgy, Bulacan, 1 (0.7%) indicated that in
Brgy, South Triangle, and 1 (0.7%) indicated that in Brgy, San Jose Borongan,
and 1 (0.7%) indicated that in Brgy, Baesa, and followed by 1 (0.7%) indicated
that in Brgy, Bagumbong, and 1 (0.7%) indicated that in Brgy, Fairview, and 1
(0.7%) indicated that in Brgy, Talipapa, followed by 1 (0.7%) indicated that in
Brgy, San Agustin, and 1 (0.7%) indicated that in Brgy, Lagro, 1 (0.7%)
indicated that in Brgy, Balingasa. Therefore, the figure of the above table
shows that in Barangay Bagbag are dominant participants of the
research survey.
SURVEY QUESTIONS:
1. Which of the following
reasons why you buy a FREQUENCY PERCENTAGE
meal?
PRICE 73 50.7
APPEARANCE 46 31.9
HUNGRY 2 1.4
CRAVING 1 0.7
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
NO 1 0.7
NO 25 17.5
MAYBE 8 5.6
ALWAYS 19 13.2
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
LUNCH 53 37.1
DINNER 20 14.0
BREAKFAST 11 7.7
ANYTIME 3 2.1
MERIENDA 1 0.7
ONLINE 19 13.2
RESTARURANTS 11 7.6
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
NO 20 13.9
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
FREQUENCY PERCENTAGE
9. Reasons to eat siomai?
TASTE 117 81.3
PRICE 77 53.5
QUALITY 67 46.5
CONVENIENT 61 42.4
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
NO 122 84.7
YES 22 15.3
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
BOTH 90 62.5
STEAMED 39 27.1
FRIED 18 12.5
NO 3 2.1
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
SWEET 18 12.5
CHILI 17 11.8
20 77 53.5
25 40 27.8
30 17 11.8
40 8 5.6
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
the table, 77 (53.5%) out of 155 respondents indicated that they belong to
20pesos followed by 40 (27.8%) indicated that they are 25pesos, 17 (11.8%)
indicated that they are 30pesos followed by 13 (9.0%) indicated that they are
50 and Above, 8 (5.6%) indicated that they are 40 pesos. Therefore, the
figure of the above table shows that for 20pesos are dominant
participants of the research survey.
16. Do you consider siomai FREQUENCY PERCENTAGE
as a go to meal?
YES 143 99.3
NO 1 0.7
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
2.1
AGE
1% 3%
3%
12-20
41%
21-25
26-30
31-35
50% 36-41
2.2
GENDER
4%
FEMALE
35%
MALE
PREFER NOT TO
SAY
62%
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
2.3
EMPLOYMENT STATUS
5%
5%
17% STUDENT
EMPLOYED
UNEMPLOYED
SELF-
EMPLOYED
72%
2.4
MONTHLY ALLOWANCE
5%
5%
2%
LESS THAN 5,000
9% 5,001-10,000
10,001-15,000
15,001-20,000
7%
20,000 AND
ABOVE
NONE
71%
2.5
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
DISTRICT 5 BARANGAYS
BAGBAG
1%3%1%
4% 16% NORTH FAIRVIEW
4% GULOD
SAN BARTOLOME
6%
NAGKAISANG-NAYON
SURVEY QUESTIONS
1. Which of the following reasons why you buy a meal?
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
Chart Title
3%3%
1%
13%
33% TASTE
QUALITY OF THE FOOD
PRICE
APPEARNCE
HUNGRY
LIVING PURPOSES
21%
CRAVING
26%
1%
3.
3.
3.
YE 3.
S
NO 3.
3.
3.
99%
3.
3.
3.
Do you like Siomai with vegetables?
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
6%
17%
YES
NO
MAYBE
77%
8% 1%
13%
SOMETIMES
ALWAYS
ONCE A WEEK
IF I HAD A CHANCE
79%
5. For you, what is the best time of the day to purchase Siomai?
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
1%5%
9%
25% BREAKFAST
LUNCH
MERIENDA
SNACK
DINNER
0%
ANYTIME
59%
7.
4% 7.
8%
7.
7.
47% 7.
STALL
7.
VENDORS
41% ONLINE 7.
RESTAURAN
TS 7.
7.
7.
7.
7.
If you choose online, which mode do you prefer for payment?
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
8.
3%
8.
13%
8.
8.
8.
CASH ON DELIVERY
48% CASH IF PURCHASE 8.
ON PHYSICAL
STORE 8.
E-WALLET
BANK PAYMENT 8.
36% 8.
8.
8.
8.
8.
Are you willing to buy Sio Mai Color?( wrapper has color).
9.
14%
9.
9.
9.
YES
9.
NO
9.
9.
86% 9.
9.
9.
Reason to eat Siomai?
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
8%
10.
10.
0%
0%
5% 1%
11.
18% 11.
PORK W/ VEGETABLES
36%
BEEF W/ VEGETABLES
11.
CHICKEN W/ 11.
VEGETABLES
SHRIMP W/ 11.
VEGETABLES
FISH W/ VEGETABLES 11.
19% PORK SIOMAI 11.
PORK AND BEEF ONLY
PORK AND CHICKEN 11.
ONLY
20% 11.
11.
11.
Are you allergic to meat or any other food?
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
15%
YES
NO
85%
12%
BOTH
27%
STEAMED
61%
FRIED
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
2%
YES
NO
98%
8% 0%
8%
35%
15. How much are you willing to spend on buying 4 pcs of Siomai?
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
8%
5%
11%
20 25
50%
30 40
50 AND
ABOVE
26%
1%
YE
S
NO
99%
https://www.citypopulation.de/en/philippines/quezoncity/?
fbclid=IwAR1zu7aEjZXrop-
qhpkjxxa8ck23b90YWyBWv9g0kb6nPdBSltF9GM5v67c
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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
https://doh.gov.ph/sites/default/files/publications/Population
%20Projections%20by%20Region%2C%20Province%2C%20Cities
%20and%20Municipalities%2C%202020-2025.pdf?
fbclid=IwAR1BVnPOXMjs-
EUVXMSvKchOj0LovXlvGQzHBcqIgQjnHCAu3LbUDLD0980
https://www.investopedia.com/ask/answers/052115/what-difference-
between-direct-and-indirect-distribution-channel.asp#:%7E:text=Direct
%20distribution%20is%20a%20direct,control%20over%20the
%20whole%20process
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