Group 3

Marketing Plan Outline

I. Mission Statement

A. KramtCo. aims to develop the skills in marketing activities and to elaborate

knowledge with regards to marketing. With this, the company wants to show a
series of actions to achieve the company's goals. Since KramtCo. focuses on
the production of banana chips, the product ensures high quality and safe
banana chips which combines performance within the value pricing. Banana
Takam Chips will also provide the customer a crunchy and irresistible chip
experience. Hence, KramtCo. exist to attract and maintain customers.
B. KramtCo. aims to continuously innovate, create and provide healthy snacks
for a healthy community. As the company grows, we visualize to support
healthy living through the provision of healthy snacks. KramtCo. strives to
improve the industry by being a model to our competitors and promoting
sound business decisions. Although there exists a concern in terms of
increased glucose in one’s body, the company not only maintains customers
but also cares for the betterment of the health of the market. Therefore,
KramtCo. aims to become the highest-quality chips industry offered in the
municipality of San Remigio, Cebu.
C. KramtCo. aims to provide customers a crunchy and irresistible chip
experience, that helps the company to become the market leader of the chips
industry in the municipality of San Remigio, Cebu. With this, the company’s
objectives are to achieve 20% market share within one year and to increase
sales by 50% in 6 months from the launch of a public campaign. To reach
goals and objectives, KramtCo. will decide to market Banana Takam Chips all
over the municipality of San Remigio National High School, especially in
schools since students are favored in sweets. Also, customers will be
communicated through informative advertisements such as flyers, internet and
other media such as radio. Hence, KramtCo. will use the said marketing
strategies to ensure brand recall from the customers.

II. Product
A. Our Banana Takam Chips are lightly sweetened, thickly sliced, and have a
crisp texture. These sweet flavors make them an instant snack food. Banana
Takam Chips also work well as added ingredient to crunchy granola or cookie
or muffin recipes. Excellent when paired with other tropical dried fruits.
Deliciously nakakatakam sa sarap.
B. Most banana chips on the market are fried in oil, sometimes with added
artificial flavors. Banana Takam Chips are the very first banana chips on the
market that are baked, never fried. KramtCo. visualizes the support for a
healthy lifestyle through the provision of healthy snacks. Hence, KramtCo.
does not only focus on profits but also for the welfare of the health of the
consumers.
 C. Weaknesses that can be found in our product are less production efficiency
and low availability of high quality bananas since environmental factors take
place in the manufacturing process of the materials. Health Concerns will be a
weakness since cultural factors involving parents take a great downfall to the
run of the company. With this, it can affect the buying behavior of children
which pushes them away from the product. Hence, it will change the image of
Banana Takam Chips that will avoid them consuming the product.
D. If Banana Takam Chips will give customer satisfaction, KramtCo. will further
release different flavors of chips: Ube, Potato, Cassava, etc. We would only
promote nutritious snacks for the consumers to promote good quality products
in terms of health. KramtCo. will also reveal new sets of delicacies such as
Maja Blanca, Polovoron, Ensaymadas, etc. With these future products, it will
maintain customers that will generate good income for the company.
E. Product costs involve direct materials that compose of raw bananas, sugar,
turmeric powder, etc. Factory overhead such as utilities, equipments with its
maintenance are also part of the product costs of the Banana Takam Chips.
F. KramtCo. offers prices that will be affordable to the target market. With this, a
pack of Banana Takam Chips will be sold at Php15.00. KramtCo. fosters good
quality products with the right price for everybody. However, prices will
change if an increased cost of materials will occur. But, KramtCo. considers
price sensitivity as the company ensures products with the right prices.
G. Annual sales of Banana Takam Chips will be estimated at 60% that will help
in increasing sales of the company. The anticipated total Peso amount
collected from the sales will be at least 30,000 annually. However, prices will
have changes if there will be an increased cost for the materials needed for the
production.

III. Market
A. The target market will be the people residing in the Municipality of San
Remigio, Cebu. Demographic variables include the young generation under
age range 13-25 and the educated people and conscious parents. Geographic
variables include the people residing in the urban, sub-urban, and rural areas
citizen all over San Remigio, Cebu. Psychographic variables include the lower
middle class, middle class, and upper middle class people. Behavioristic
variables include people who seek sweetness with good and nutritious quality
and the non-users and regular users of the chips.
B. The location of the customers will be the local areas in the Municipality of San
Remigio, Cebu.
C. The factors that will be involved in customer selection from our product are
the product quality, price, and brand. It has been found out that the purchase of
snack food products will be influenced by stimuli factors of the marketing mix
product itself.
D. The size of the total market will be the participants in a local banana market in
the municipality of San Remigio.
E. At present, a lot of chips are available in the market. And there are some kinds
of Vitamin-C tablets and very few breath refreshing tablets are available in the
market. But there is an idea in the market that chips are very harmful for the
teeth. Hence, many conscious people don’t take chocolate or chips and many
 parents don’t feel comfortable giving this to their children. So, people have a
latent demand for harmless chips.
F. After the purchase of Banana Takam Chips, the factors that will affect
purchasing will be emotional considerations and prices. Emotional
considerations that involving a healthy lifestyle will affect purchasing process
and prices will also affect purchasing if there will be changes in the cost of
production and materials.
G. No. Banana Takam Chips will not be only for the young generation ranging
13-25 but responsible people will be able to avail from the product.
Consuming the product requires responsibility in eating the chips if one has
glucose intolerance or les sugar intake.

IV. Competition
A. Competitors in the chip industry involve FritoLay, Pringles, Parle, etc. Three
parties involved released different flavors for the customer such as cheese
flavor, bbq flavor, honey-flavored chip, etc. Their target market are the people
who seek high-quality branded chip products throughout the world.
B. In Parle, they are India's most trusted, affordable and most sold food items
(mostly rural areas) yet they depend on only one brand which gives its
revenue. On the other hand, KramtCo. provides a sweet experience to the
customers, considering a healthy lifestyle. However, a cultural factor will
affect the purchasing of the product in which parents push their children away
from our products to avoid health problems.
C. In Parle, their targets are the mass people of different age groups eating potato
chips with a variety of flavors in the area of Northern and Southern India.
They tend to advertise their products through televisions broadcasting in India.
In KramtCo., their target market are the people residing in the Municipality of
San Remigio, Cebu who are seeking sweetness with health benefits. KramtCo.
will advertise Banana Takam Chips through flyers and the internet to appeal
brand image to the market.

V. Pricing
A. Fixed expenses such as rent payments cost the same amount each month.
These bills cannot be easily changed and are usually paid on a regular basis,
such as weekly, monthly, quarterly or from year to year. Variable expenses
such as equipment and utilities maintenance represent those daily spending
decisions and these costs are not considered variable because they’re
discretionary.
B. The price for Banana Takam Chips will cost Php 15.00 while similar products
such as Lays Classic cost Php 120.00 and Pringles cost Php 150.00.
1. We tend to lower the prices of Banana Takam Chips since our goal is
to provide the people residing in the municipality of San Remigio,
Cebu a crunchy and irresistible chip experience with an affordable
price. Our target areas aren’t only the urban areas but also rural areas
so that there will be a repeat purchase of product. Once customer
satisfaction is achieved, there will be a repeat purchase that will boost
the economic progress of the KramtCo. astronomically.
 Ingredients: Raw banana, turmeric
powder, ice water oil, salt, water, white
sugar
 Keep in a cool dry
place. Avoid
exposure from direct
sunlight. DO NOT
ACCEPT IF SEAL IS
BROKEN

Manufactured by Kramt
Co.