Republic of the Philippines

CAVITE STATE UNIVERSITY

Gen. Trias City Campus
437-0693
www.cvsu.edu.ph

In partial fulfillment of the requirements

in
MARKETING MANAGEMENT
First Semester, AY 2020-20

Tahong ni Karla
MARKETING PLAN

SUBMITTED TO

Christian Panganiban

SUBMITTED BY:

Christianne Kaye Aguila

Jan Alex Flores Tan

Luis Magistrado III

Patrick Angelo Feliciano

Year & Section

BSBM 3-4

2020
I. Executive Summary
• The Purpose and Content of Marketing Plan

Tahong ni Karla aims to satisfy the craving of its future

consumers and customers. Bringing one of their favorite
delicacy in the most convenient way.

By this, were creating a new type of spring roll, a spring roll that
wasn’t usually seen and eaten.

In this paper, you’ll be able to track what are the future

assumptions of the 4 creators of the Tahong ni Karla. We’re still
looking for recommendations that will help our product
improve, getting the opinions of our future customers and
seeking other ideas from the other products.

All of the information that is provided in this paper came from

the 4 creators of TNK, including the strength, weakness, the
opportunities and the threats that TNK might encounter.

For the financials, since none of us is advise to meet the future

suppliers, we have come up to assume some of the ingredients
that we will use in creating the product.

For the implementation and future innovation, we’ll still looking

for the best way to deliver the level of satisfaction that we want
to deliver to our future consumers and customers.

• The Synthesis of the Plan

II. Situational Analysis

• Market Summary
As of now, our country faces the pandemic and also the other
instances due to environmental problems such as storms,
earthquakes, flashflood and etc.

General Trias, Cavite is the first place that we aimed in where we can
release our product. The environment there is fine, although there is
the threat of the COVID-19 pandemic; there are people who were
looking for products that will satisfy their cravings and also some
people looking for products that they can sell in able to earn money.

Tahong Ni Karla was inspired with a meme that produces a specific

song. It became trendy especially to the generation z, so we have
come up bringing life to it. The name will be catchy since it caught
already attentions in social media world.

• SWOT Analysis
Strengths
 Natural ingredients that can be bought in different
places of Philippines.
 Freshly raw materials
 Own recipe of sauce
 Uniqueness
 New to the taste of the customer
 Affordable

Weaknesses
 Can’t be bought by people whose allergy with
seashells.
 Can’t be purchased by those who have hypertension,
uti and any health conditions that is not good with
eating seafood like mussels.
 Can cause high-blood.
 Some of the ingredients were pricy.

Opportunities
 Can be renovated to have more varieties not only as
a spring roll.
  Can expand to many places.
 Can do retailing
 Can be open for resellers.
 Can be also introduced and offered to some stores.

Threats
 Health issues
 Competitors that can soon arise
 Too fast to be exhausted

• Competitive Review

The competitor/s of TNK will be the stores and sellers that sell
spring rolls also.

They produce spring rolls with much cheaper price. Their

product can be purchased by all consumers. There is no specific
limitations for them, they can cross and also innovate to
something better.

• Product Review

Everyone knows that the traditional Filipino dish which is Lumpia is stuffed
with meat and vegetables. Tahong ni Karla offers spring rolls which are
stuffed with mussels together with vegetables, nd then deep fried until it crisp.
It is best when served hot.

Tahong ni Karla aims to satisfy the craving of our consumers who were
seafood lover. This is to satisfy their cravings; deliver seafood in a convenient
way and something new to their eyes. Thus, Tahong Ni Karla’s objective is to
give satisfaction to our target customers, it will also lead us to a disadvantage
wherein some consumers who weren’t able to eat shellfish because of some
health issues can’t have it.

Our Lumpia’s difference from the others is it stuffing which is the mussels it
is also paired with the special sauce that my brother have made especially for
the roll. Our competitors for sure will be the ones who also sells spring rolls.
People’s taste buds nowadays are fast as a flash of lightning, it might change
for a second. They can look for something new and great, so the development
and discovering must not stop. In that way, we can be able to run together
with the flow.
 Our product won’t stop from sticking in making spring rolls that were stuffed
with mussels and vegetables, instead we’ll be conducting experiments that
will be able to help us create new products and indeed with the use of our
main material which is shellfish. Also, will be having our upgrade, different
flavors and sauce to partner with.

As far as we can see, our Lumpia will be only available for those who don’t
have any issue with eating shellfish or seafood.

III. Marketing Strategy

• Marketing Objectives
• Market Share

• Customer Ratings

• Margins

• Market Development

• Quality
1. Unique, new to the market
2. Delicious
3. Crispy
4. Had healthy attributes
5.
• Promotions
1. Personal Selling
2. Advertising through online media
3. Direct Marketing

• Customer Relationship
The customer relationship can be transactional and personal
assistance. Whether our friends invest they can be our channel in
launching more products.
• Target Market

The possible target market was those people who don’t have any
health condition such as allergy, high-blood, urinary tract infection,
 hypertension and etc. And also people who love eating seafood and
seafood products.

• Positioning

• Product Attributes and Benefits

1. Unique, new to the market

2. Locally made
3. Crispy and delicious, new to your taste
4. Reducing inflammatory such as arthritis
5. Improving brain function
6. Mussels (main ingredient) contains important minerals, zinc,
iron, and folic acid

• Product Price
7php per piece
20php for 3 pieces.
• Product Quality
• Unique, new to the market
• Delicious
• Crispy
• Had healthy attributes
• Product use and Applications
• Satisfaction, Food and Beverages.
• Competitors

• Strategies
• Qualitative interviews
• Quantitative survey
• Action-oriented research
• The context of development and planning out a research
• Relationship marketing
• Scarcity marketing
• Event marketing

• Marketing Mix
Product – The product is unique within the area of Cavite.
The owners have conducted a mini survey if the future
 consumers or customers have already encountered
Lumpiang tahong.

Price – The price is too flexible. It can be adjusted depends

on the place, and circumstances in our environment. As said
earlier, we can open our product for future resellers.

Place – It will be released in Santa Clara General Trias,

Cavite where in no one sells lumpiang tahong.

Promotion – The team will be conducting a mini launching

of the product, and free tasting, so that we can also acquire
comments and opinions of the future consumers.

IV.Financials
• Break-even Analysis
 December
November
Sales Percentage
10
October
September
9
August
8 July
June Column1
7
May
April
6
March
5February
Sales Percentage
January
4
0 500 1000 1500 2000 2500 3000 3500 4000 4500

0
ry ry ch r il ay ne ly st r r r r
ua ua ar Ap M Ju Ju gu be obe be be
n r M u em t m m
Ja Fe
b A pt Oc ve ce
Se No De

• Forecast (6 to 12 months)
Specific action and activities
V. Implementing and Controlling
• Product Quality
• Unique, new to the market
• Delicious
• Crispy
• Had healthy attributes
• Brand Awareness
If you’re looking for a presence
of the sea, find me-Karla.
• Brand Image

• Customer Satisfaction