Lambanog
Lambanog
Lambanog
R
O
U
P
6
M
A
R
K
E
T
I
N
G
PLAN
TABLE OF CONTENTS
Background Analysis
Mission
Vision
Objectives
Executive Summary
History
Nature of the Industry
Current Marketing Situation
Lambanog Making Process
Properties of the Product
Product Quality
Situation Analysis
SWOT Analysis
Factors Affecting the Market
Marketing
Product
Manufacturing Process
Marketing Strategy
Promotion
Financial Projection
Implementation Control
BACKGROUND
ANALYSIS
MISSION
An industry unified in its
commitment to innovation
and quality resulting in the
production of world class
wines in Philippines.
Continuous improvement the
quality and uniqueness of the
product, enhancing its image
and reputation with local,
national and worldwide
VISION
The El Batangueno Polding
Special Purong Lambanog San juan
Batangas industry will double its
market share and reach measurable
sales on a national level.
To be the leading, most-trusted
and most-efficient distributor of
Lambanog creating distinctive,
measurable and innovative value
for our customers.
OBJECTIVES
Executive
Summary
HISTORY
Lambanog wine, also called coconut vodka, is an
alcoholic beverage produced in the Philippines. It is a very
popular alcoholic drink among men and women in the rural
areas of the Southern Tagalog provinces, where it is widely
produced. It is widely enjoyed by the locals and festive
occasions are almost incomplete without it . It is free from
artificial chemicals because it is made purely from coconut
sap. Lambanog wine is produced in the Southern Tagalog
region particularly in the provinces of Quezon, Laguna, and
Batangas. The Quezon province produces most of the
lambanog wine because of abundance in coconut plantations
in the area.
MARKETING PROGRAM
Direct selling is the most common way to
distribute the product. The processors use
their own residences as the main point of
distribution. Buyers go directly to their houses
to purchase lambanog wine. Some have
signage in front of their houses to attract more
customers. Their products are distributed
through different channels such as
wholesalers, retailers, local consumers, and
consumers from other towns and provinces.
Situation
Analysis
Swot analysis
Strengths
Among
It
is not seasonal
Affordable compared to other drinking beverages
Good market situation
Weaknesses
Opportunities
It
Threats
Threats As alcoholic beverage is considered a luxury, a
slowdown in economy affects the lambanog wine
industry. In addition, competition from other wine and
alcohol products is relatively high and buyers can easily
switch from one product to another.
Not all people are alcoholic drinkers.
Well-known manufacturers within the same location will
be the great competitors of the business.
The business will be common in the market, it may not
easily have good market standing and also it may
encounter difficulty in terms of sustaining demand of the
customers that may lead to its saturation point or
declining stage.
FACTORS
FACTORS AFFECTING
AFFECTING THE
THE MARKET
MARKET
Problems
Solution
Competitors
The prices
are too high
compared to
our
competitors.
Lower Pricing
We will compete
in pricing of the
products, we
will make our
prices lower
than our
competitors.
Marketing
PRODUCT
Lambanog is wine made from
coconut. It is famous for its
potency that normally carries
about 80 to 90 proof variations. It
has been passed down throughout
generations of coconut plantation
farmers. The process involves
collecting the sap from the
coconut flower, similar to rubber
tree tapping. The sap is then
cooked and fermented to become
tuba, a popular coconut toddy.
The tuba is then distilled to make
lambanog.
MANUFACTURING
MANUFACTURING PROCESS
PROCESS
I.Collecting
Coconut sap is the liquid tapped from the
unopened flower (spadex) of coconut tree. The sap
when collected must be pearly white in color and
sweet in taste and has the characteristic coconut
sap smell.
II.Receiving
Coconut sap packed in carbouys (20-L capacity) is
received at the production area.
III.Transferring to Fermentation
The coconut sap is filtered and manually
transferred to the fermenting container.
IV.Fermenting
Coconut sap is allowed to ferment in large plastic
drums. Fermentation period takes about 3-4 days
to produce an alcohol content of approximately 78%.
V.Transferring and Holding
The alcoholic liquor is transferred to a holding
tank that is usually located near or beside the
distillation area. The alcoholic liquor stays in the
holding tank until distillation set-up is ready for
the next batch.
VI.Distillation
The traditional process of distillation is the batch
type pot-still process with rice hull or wood as
source of fuel. The alcoholic liquor is heated. The
initial distillate (head or bating) which contains
the undesired methanol and other components is
separated and set aside for other purposes. It has a
high proof of content (concentration: 110 proof).
The succeeding distillates that are lambanog have
lower alcohol content. However, as distillation
proceeds, the desired alcohol content of 80-90
proof must be achieved. The distiller uses an
alcohol meter (hydrometer) to check the alcohol
content. It varies from 80 to 90 proof.The
remaining liquor in the distillation vat, which is the
tail, is discarded. It is composed of high alcohol
like fusil oil that boils at higher temperature.
VII.Packaging
The product (alak) is transferred to
different sizes of bottles and container in
full capacity for delivery or storage.
VIII.Storing
To put the lambanog in a place where it
is available, where it can be kept safely.
MARKETING STRATEGIES
To promote our product Lambanog we will put a twist
to an ordinary lambanog by creating different flavors
of it such as pineapple, cherry, mango, strawberry,
blackberry, melon and even bubblegum.
Creating a variety of flavors of Lambanog is not
enough the packaging of it should also considered for
it to become more appealing. As the product package
considered as the silent salesman it speaks about
the products quality and gives impression about the
companys reputation.
For it to be known we have facebook page so for
more information just visit the page El BatanguenoPolding Lambanog.
PROMOTION
Financi
al
PROJECTION
INVESTMENT COST
PRODUCT PRICES
Implementation
Control