DELA ROSA, GEROME P.

Activity 2: The Marketing Plan

General Instructions: Please submit your task on or before the given due date. Follow the
format provided in this section. Use the following headings:

A. Product Description
B. Target Market
C. Positioning Statement
D. Competitor Analysis
E. Place to Market
F. Promotional Strategies
G. Projected Sales
H. Marketing Functions and Responsibilities
I. Marketing Cost

MARKETING PLAN

Product Description

Product 1: Sausage # 4.
Detailed Description:
 The product is named “sausage #4” in a reason that the Rabbit is the fourth animal sign
in the Chinese zodiac cycle. Furthermore, “sausage #4” will not give a negative impact
to those who sees rabbit as a pet. This sausage does not contain a meat extender, but it
contains a high proportion of rabbit meat and a little bit spice such as pepper, salt, sugar
and garlic. The sausage tastes a bit like chicken though with a slightly stronger, meatier,
earthier flavor.
Benefits of the product: (Value to customers / Advantage over competitor’s products):
 The product is for dietary purpose. It has the high percentage of protein, low percentage
of fat and the few calories. It contributes to a good balance of vitamins and minerals for
daily dietary requirements. And it was friendly for heart patients.
Product 2: Lechon Lapin .

Detailed Description:

 It was called “Lechon Lapin”, the word “Lapin” is a French term for rabbit. It is made from a
whole rabbit seasoned generously with salt, pepper, garlic and herbs (lemon grass) inside its
belly. It is a thing of beauty, a great big thing, best cooked for a big hungry crowd.
Benefits of the product: (Value to customers / Advantage over competitor’s products):

 The product is for dietary purpose. It has the high percentage of protein, low percentage
of fat and the few calories. It contributes to a good balance of vitamins and minerals for
daily dietary requirements. And it was friendly for heart patients.

Target Market

 Our valued customers would be those who prefer healthier options of food, people who
are on healthy diet, people who have heart disease and hypertension. Furthermore, we
also target these men’s of Cordillera specially the farmers of Benguet which are
aggressive in eating rabbit meat based on my observation.

Positioning Statement

 For everyone that needs a healthy balanced diet, “Lapin processed meat products” is the
best suitable food for you.

Competitor Analysis

Product 1: Watwatlong

Description:

 Watwalong sells products that are packed and centered on sausages (longganisa).
Watwatlong is unique because it contains healthy herbs coming from the mountain
farms of Benguet. It has basil, chives, rosemary, parsley, lemongrass and a lot of garlic
and local spices. It is the only herby sausage in the Philippines. Located at Km. 6, La
Trinidad.
Advantage of your product over competitor’s product:
 The advantage of our product would be the main ingredients which is meat. Rabbit meat
is much healthier than pork meats.
Competior’s Marketing Strategies:
 Watwatlong do directly sell to the consumers. They have a retail price of 240 for 500g.
They have promoted their business through social media and also entering in
ecommerce. When it comes to promotional strategies, they have used buy 1 take 1
strategy in order to gain more customers with in the town. Also, they have joined a lot of
festival activities.

Product 2: Keto Rabbit Lechon

Description:

 It was a product of Ryu’s Keto Shop in Baguio. The rabbit lechon was baste with
healthy herbs and spices, and comes with a special rabbit sauce.
Advantage of your product over competitor’s product:
 The tastier and meatier flavor of our lechon and the convenience of our product on our
target market or consumer.
Competitor’s Marketing Strategies:
 Price ranging from P1000- P2000 depends on the weight of the rabbit.
 They have promoted their business through social media and also entering in
ecommerce. They have their own page on the social media. they have used digital
marketing.
Place to Market

 The product will be sold to the diverse population of La Trinidad, Benguet at La

Promotional Strategies

Promotional Activity 1: Digital Marketing

Description of the promotion:

 The business would like to have its own page and website on social media to reach its
targeted customers.
How will it increase sales?

 It would be able to reach out its potential customers that can lead to more and productive
sales. Social networks connect with a world of potential customers that can view the
company from a different perspective.

Promotional Activity 2: Direct Marketing

Description of the promotion:

 This form of promotion involves highly targeting your audience with tailored messaging
that is geared specifically for their needs. Unlike advertising, which is about reaching a
large number of people, direct marketing focuses on reaching a select, small group.
Direct marketing can be done through email, postal mail or social media messages.
How will it increase sales?
  It would be able to reach out its potential customers that can lead to more and productive
sales.

Promotional Activity 3: Sales Promotions

Description of the promotion:

 A good way to improve your bottom line in the short term is with a sales promotion.
This kind of marketing promotion involves discounts, coupons, contests, prizes, loyalty
programs and other incentives designed to entice customers to purchase products
immediately. This is a good way to inform new customers about the products and
services you offer and remind existing customers about your business, all with the goal
of selling units quickly.

How will it increase sales?

Promotional Activity 4: Personal Selling

Description of the promotion:

 Personal selling involves a sales representative from your organization dealing directly
with a customer. This can be done on the phone, in person at your clients’ office or at a
trade show or event. You don’t need a large sales force to do any personal selling; even
doing it yourself is an option. The idea is just to connect with your customer on a one-
to-one level, identifying with their problem and offering your business as a viable
solution. It’s a great opportunity to develop meaningful and ongoing relationships with
your clients.

How will it increase sales?

Promotional Activity 5: Promotional T-shirts

Description of the promotion:

 It is a t-shirt with the logo of the business. These will be used to attract and promote the
product and the business.
How will it increase sales?

 Promotional T-shirts are an efficient way to promote your business. Promotional t-shirts
are a perfect way to attract and make your brand popular in your niche area. It attracts
 interest and builds a customer base, and it doesn't need much on your part. It would help
if you started by giving away a customized t-shirt with your logo and message to your
employees.

Pricing Strategy

Pricing Scheme Sample (For processed products)

Retail Wholesale

Product
Qty. SRP Ceiling Wholesale Qty.
Price Price

1 pack
Sausage #4 (500g) 300.00 350.00 290.00 15 packs.

Lechon Lapin 1 pc. 900.00 1100.00 800.00 5 pcs.

We would like to offer an introductory price of 290 to 350 for the price of sausage #4
and 900 to 1100 for lechon lapin. In terms for credits, to be able for the business to reach its
peak there should be no credits.
Projected Sales

State your sales projection for the whole semester and describe briefly how you come up with
the figures. Summarize projections per month using the table below.

Product Month 1 Month 2 Month 3 Selling Total

Product 1 (sausage #4)

Product 2 (lechon lapin)

Total

Justification of projected sales:

NOTE: The projected sales should be conservatice and realistic and will be based on the
demand during the product tet launch to be done in this semester.

Marketing Functions & Responsibilities

The three participants in this group would be assigned as:

 Financing management who will perform strategic planning, organizing, directing, and
controlling of financial undertakings in the company. It also includes applying
management principles to the financial assets of the business, while also playing an
important part in fiscal management.
 Operational management who will create the highest level of efficiency possible within
the business. He will be concerned with converting materials and labor into goods and
services as efficiently as possible to maximize the profit of an organization.
 Marketing management to control the marketing aspects, setting the goals of the
company, organizing the plans step by step, taking decisions for the firm, and executing
them to get the maximum turn over by meeting the consumers' demands.

Marketing Costs
 Enumerate your promotional expenses such as: promotional strategies; launching activities;
giveaways; and others (as listed in the Promotional Strategies section). How much will be the
total marketing cost? Show breakdown using the table below.

Breakdown of marketing cost

Particulars Quantity Price per Total Cost

Total