MARKETING PLAN

Delivered to
Sir. Erick James Espeleta
Prepared by:
Adiao, Miguel Angelo C.
Argote, Meriam Margaret D.
Banisil, Hashna I.
Casil, Princess Angelica Ann H.
Dionco, Razel Ann V.
Gillesania, Kalhyn
Lara, Christine Pearl F.
Palllingayan, Jennyrose
Pejo, Maria Hazel S.
Ramirez, Jennilyn R.
Rosales, Grace P.
Zafra, Marianne C.

BSBA–2C

June 14, 2021

In partial fulfilment of the requirements
for the Contemporary Marketing subject
2nd Semester, AY 2020-2021
 I. Executive Summary

Sa-wrap is a microenterprise owned and managed by twelve business partners under a

legal form of partnership in the Philippines. This business is under the food industry: offers a

nutritious and affordable banana waffle called “Sa-wrap”... perfect for desserts and snacks. Sa-

wrap is a banana coated with pancake mix, deep-fried, and drizzled with either chocolate syrup

or condensed milk.

Entrepreneurs have come up with the idea of making sweet and healthy yet affordable

desserts and snacks using the saba banana as the main ingredient that will surely satisfy our

customers. Because the taste of sweetness is the ultimate comfort food for Filipinos, and the

saba banana is a very nutritious banana that can be conveniently bought here in the Philippines.

Since the finished product does not require any additional machinery, the entrepreneurs will

process the product entirely by hand. The methods used by the entrepreneurs are SWOT

Analysis, and the researchers will offer promotions of 25% discount with an allotted time only.

These will serve as a guide for them in making strategies to target more customers.

Festival Mall Alabang, Muntinlupa is the location of the business. The entrepreneurs chose

this location because this is a popular place and convenient for customers. Sa-wrap targets

employees and shoppers as potential customers who pass by in the said location. Furthermore,

we do digital advertisements for our product in our official social media accounts to reach a

wide range of customers online.

Due to the high demand for delicious, nutritious, and budget-friendly snacks, we envision

our business five years from now continuously expanding and becoming a well-known banana

waffle business in the country. We are aware that our competitors, direct and indirect, are a

threat to our business.

We believe, however, that by developing an effective and efficient financial and operational

plan, we can turn this threat into an opportunity and reduce the chance of failing to meet our

goals.

II. The Challenge

Sa-wrap, as an item is a sweet and solid treat. Sa-wrap is a banana covered with hotcake

blend, rotisserie and showered with either a chocolate syrup or consolidated milk. The product

is different from other waffle businesses because instead of using hotdog as a filling, the

entrepreneurs will use banana as its filling. The banana is healthier than hotdogs and it gives

more potassium and proteins to the body. The processing time will be faster than other waffle

businesses. The packaging of Sa-wrap is to skewer two Sa-wraps on a barbecue stick. The

allotted time of processing the product is between 30 seconds to 1 minute. The actual selling

price of the product is affordable so customers will be satisfied. The projected needs of the

product is that the product must have little variations regarding on the flavors or additional

things that can be added to the product that make it even better. The item will go through a trial

at that point, after the business people will lead a free preference for the clients. At the point

when the item is effective, at that point the business will develop thoughts on how the item will

be adaptable like adding more garnishes and sprinkled by flavors to make it greater and more

delicious. Thus, the cost will be higher than its normal cost. The business imagines to be the

primary notable banana waffle business in the country. The cost of the Sa-wrap is Php 15.00

with an increase cost of Php 10.00 so the general cost of Sa-wrap is Php 25.00. The price are

also based on the equipment, ingredients, and materials used in the product. There will be a

mark-up price in order for the entrepreneurs to gain more profit.

 II. Situational Analysis

The size of the business is classified as a microenterprise. The strong point of the product

is to be recognized and popular with the target age of 7 and above years old. The entrepreneurs

conducts a marketing plan to have smooth and good outcome. The business owner’s will also

focus on customer's result or comment to know what should be removed, added, and have

development in the product to achieve goals and objectives. The competitors will surely be

threatened by the Sa-wrap product because it healthier and very affordable. The rivals will be

having a hard time to copy the product because they start their waffles with a hotdogs and if

they change it to other products, customers will be surprised because they are not used in

buying and it will be obvious for them to know that the competitors copied the product because

the product is unique. The estimated time it might take a competitor to copy Sa-wrap is 1-3

years to be exact. In terms of demand and supply, Sa-wrap will sell low-cost products since the

owners appreciate their clients and want to be as competitive as possible.

3.1 Business/Industry Information and Analysis

Sa-wrap is a friendly snack that will fall in fruit food goods. It is environmental friendly

snack, it will be made from banana that will always available and affordable in market. We

marketers certain that it will not hinder our production and distribution because in our research

we conducted, bananas are one of the most widely consumed in the world for a good reason it

helps lower blood pressure, reduce the risk of cancer and asthma. Banana was also rich in

potassium and fiber that helps our body, just like pancake that gives carbs of energy. And the

inflation that is currently happening in the Philippines, can have a significant effect to the

agricultural sector that may change the cost of the ingredients.

Since the agricultural sector in the Philippines are able to thrive, we are confident that

regardless of the indications of threat in the economy, the potential of the agricultural industry

remains high so far.

PESTLE

 Political Factors
Sa-wrap must pass the law under the government. They must also meet the
regulations to formally recognize as a license food service.
 Economic Factors
Sa-wrap will face the inflation rates as one of the economic factors affecting a
business. Inflation rate is the rate at which prices in the economy are increasing.
Since our pandemic situation it will surely affect the expecting sales and
production.
 Social Factors
Consumer are always seeking for the affordable yet delicious food. Since our
product will launch at time of pandemic and a rainy season month are expecting,
the social trend is to buy a serving food that was hot and sweet good for cravings
in time of rainy season. Our group decided to put our all effort to launch a new
friendly snack.
 Technological Factors

Machineries involve in production of sa-wrap has an important role. These

machineries will give us ease in the production of sa-wrap. New technology
nowadays gives popularity and attraction to the customers to buy this product.
Technologies are able to disperse the information easily through internet.
Internet is the new technology launched, it is accessible and less hassle when it
terms of gathering information, buying and selling.

 Legal Factors
Sa-wrap is undergone on the on the legal process which a usual process of a
business to become legal. From patenting to business permit and BIR tax permit,
and other process to legitimacy of Sa-wrap has been made.
 3.2 Description of product

 Sa-wrap, as a product is a sweet and healthy dessert. Sa-wrap is a banana coated with

pancake mix, deep fried and drizzled with either a chocolate syrup or condensed milk.

 According to Ware (2017), bananas are one of the most widely consumed fruits in the world

for good reason. Eating them could help lower blood pressure and reduce risks of cancer

and asthma. Bananas are rich in potassium and fiber. As a good source of Vitamin C,

bananas can help combat the formation of free radicals to cause cancer.

 According to Tremblay (2018), pancakes give carbs for energy. Since carbohydrates are

the body’s preferred source of fuel, that means that pancakes are also great source of

energy. It is also a source of iron because it plays as a key role in oxygenating tissues so

that it can produce the fuel the body needs. Iron is also important for the function of certain

immune cells to help fight off diseases.

 The ingredients needed are banana, oil, pancake mix, chocolate syrup and condensed milk.

The ingredients needed are available in Alabang, Bayanan, and Poblacion Public Market.

 The product will undergo a taste test then, after the entrepreneurs will conduct a free taste

for the customers.

 If the product is a hit, the company will come up with new ways to make it more adaptable,

such as adding more toppings and flavor drizzles to make it bigger and tastier. As a result,

the price will be higher than its regular price.

 The business envisions to be the first well- known banana waffle business in the country.

 The price of the Sa-wrap is Php 15.00 with a mark-up price of Php 10.00 so the overall

price of Sa-wrap is Php 25.00.

 IV. Market Overview

IV.1 Target Market Segmentation

Geographical Segmentation
The Sa-wrap will target employees and shoppers who pass by around our location in Festival
Mall Alabang, Muntinlupa City, and those students and passers in the said business location
will be our possible potential customers of the business.

Demographical Segmentation

The primary target market of Sa-wrap are people ages seven (7) years and above who loves
sweet and health-conscious including grownups including the passers, shoppers and
employees. The secondary target market is the students who are health conscious. Sa-wrap
targets both genders.

Psychographic Segmentation

Sa-wrap targets the customers who loves fruits and who are health-conscious. It is perfect for
customers who love to eat dessert and customers who are finding a new form of comfort food.
The psychographic factors that may affect the customers’ preference towards Sa-wrap may be
their attitudes, beliefs, motivation, and perception.

Behavioral Segmentation

Sa-wrap is ideal for the customers who are price sensitive and wise thinker in terms of spending
money for their snacks and desserts. It also targets the customers who are looking for
convenience and simultaneously the quality and satisfying product.

IV.2 Market / Product Positioning

Sa-wrap will take the Filipino banana to the next level. Our product is perfect for people
looking for delicious, nutritious, and affordable snacks and desserts. Our customers will surely
experience the savory taste of "saba in a wrap na masarap!"
Sa-wrap will ensure that the product is high quality and at the same time low price.

IV.3 Marketing Mix Strategies

4 Ps of the Marketing Mix

IV.3.1 Product: The product that we will sell is a beneficial and delightful snack which is the
Sa-wrap. To ensure that the product is nutritious and appetizing, Sa-wrap employs only the
freshest and healthiest ingredients. The customer's assurance that all products are safe and clean
is also a priority for the Sa-wrap. For health-conscious customers, the Sa-wrap product provides
a wholesome and comforting meal.

IV.3.2 Price: The price of Sa-Wrap is Php 25.00. We came up to set this price, because this is
best to fit and cover our expenses and to have a portion of revenue as well.

IV.3.3 Distribution: Festival Mall Alabang, Muntinlupa City, will be the location for the
business. The entrepreneurs chose this location since it is convenient for clients and well-liked
by residents in the target area. The founders came up with the idea of manufacturing banana
waffles since Filipinos love snacks and sweets, and Sa-wrap provides more than just ordinary
snacks and desserts.

IV.3.4 Communication/Promotion: In terms of sales strategy, we will run promotions with a

25% discount for a limited time only. This will happen once every 3 months. The sellers will
sell to direct customers in the mall and also we will have a facebook page if they want to order
online transaction.
 IV.4 SWOT Analysis

Strengths Weaknesses
1. Possible to gain profit 1. High rental cost
2. Good relationship with 2. Lack of skills
customers 3. Increasing number of competitors
3. Successful marketing
strategies

Opportunities SO WO
1. Loyal customers 1. Possible to gain more 1. If there are loyal customers, there will
2. Unique with characteristics profit be a high profit and high rental cost will
3. Expansion of production 2. Advocate customers not be a problem anymore.
facilities 3. Possible to make other 2. Each unique characteristics can
branches or expansion of the improve the skills of the employees
business 3. Through expansion of the business, the
business will be known and it will be a
threat to existing competitors
Threats ST WT
1. Increased customer demands 1. Considering the demands 1. Possible not to meet the needs and
2. Decreasing gross profit of the customers can get high wants of the customers
3. Changes in economic profit 2. Unsuccessful business
condition 2. The gross profit will not be 3. Hard to cope-up with the competition
decreased if there is a good
relationship with customers
3. Different sets of marketing
strategies can help the
business
 IV.5 Marketing Environment

Competitive forces - The direct competitors of the business will be those companies who sell

waffles and kwekwek. The indirect competitors of the business will be those who sell other

kinds of desserts.

Economic forces- It is a massive growth in franchising food business here in the Philippines.

It includes the direct and indirect competitors within the mall, the price of the product, inflation

rates, and the satisfaction needed by the customers.

Political forces- The business will be register within in DTI, IPO and BIR. The entrepreneurs

will get the permits like barangay and municipal. It undergo in a legal and fair process and

comply completely the requirements.

Social forces- The cultural factors that can affect the business are the Filipinos fondness of

banana and sweets. In the study conducted by Famous Wonders (2015), Filipinos love food—

and that includes cooking and eating it. People always look for budget friendly foods to save

money. Most of people like employees prefer a 5 minute quick snacks.

Technological forces- Ensuring to provide a better equipment for new design and new flavor

of waffle that can help in innovating for better appearance of the product.
 IV.6 Competitive Analysis

Snacks are greatly increasing as the world becoming more urban, and there are number of

snacks spots you have seen in the street, malls, and schools. There are different ways on how

people vend their products. Sa-wrap is a unique product yet it will be in demand, due to its

ingredients alike the existing snacks which is the waffle as its wrapper and the banana as its

filling. The direct competitors of the business will be those companies who sell waffles. On the

other hand, indirect competitors will be those who sell other kinds of snacks. The goal is to be

the first known banana waffle business in the country and to gain a lot of profit. The strategies

will give promos when they buy 5 or more products and coupons also to give discounts on a

specific time only.

BUSINESS PRODUCT PRODUCT DISCRIPTION

NAME

Sa-wrap Banana waffle Waffle that is a banana coated with pancake mix, deep
*drizzled with fried and drizzled with syrup.
either a chocolate
syrup or
condensed.

Waffle Time Waffle Waffle is dough cooked between two plates that are
*any variants of Patterned to give a characteristic size, shape, and
filling surface impression.

Dr. Kwek-Kwek Kwek-Kwek Kwek-Kwek are hard-boiled quail eggs dipped in a

bright orange batter, then deep-fried.
 Market Share

This graph shows the market share of snack vendors in Festival Mall Alabang, Muntinlupa
City. Sa-wrap has 29.7% because its assumed income is P30,000, Waffle Time has 35.6% with
P36,000 income, and Dr. Kwek-Kwek has 34.7%. From P35, 000.
 V. Visuals

This images will be used to advertise Sa-wrap throughout all the production, it shows the
background of a household that makes the consumer feel they are receiving a food made with
love and the feeling of being home.
 VI. Digital Strategies

Since we are now in the digital era, we are able to use many platforms to advertise our products

without going too far places in the country.

Using social media as our platform to advertise digitally is the right way to flow with our era.

3.96 billion People are actively using social media in the world that is why using it will enable

us to have many possible customers with different ages. Many social media platforms has a

mode to help entrepreneurs or small businesses to advertise their products with just a small

amount of fee and can gather a thousand or more customers.

 VII. Budget

In order to maximize our firm’s yearly budget, we conducted an effective strategies to achieve
our budget goal for this year. Sa-wrap intended to focus on communicating the product into
our customers hence the expenditures are focus on research development, advertising, and
creative production.

As we focused on determining our target market, we conduct a simple research near the area
of Festival Mall Alabang. The survey will cost the materials that are needed for the survey such
as survey forms, prints, and other expenses during the research. The following materials to be
use are listed as follows:

Survey forms 100 pcs x P 1.00 Php 100.00

Prints 100 pcs of papers x P 2.00 Php 200.00
Transportation Location: Festival Mall, Php. 40.00
Muntinlupa City
Total: Estimated cost Php 340.00

Sa-wrap also form a creative production as part of our marketing strategy to attract and
convince our customers to our products. As part of the budget, we will also include the expenses
of tarpaulins and signage. This will cost as follows:

Sa wrap tarpaulin 1 x Php 450.00 Php 450,00

Sa wrap signage 1x Php 450.00 Php 450.00

SURVEY FORMS FOR RESEARCH PHP 100.00

PRINTS PHP 200.00

TRANSPORTATION PHP 40.00

SA WRAP TARPAULIN PHP 450.00

SA WRAP SIGNAGE PHP 500.00

TOTAL COST: PHP 1,290.00

 VII. Budget

8%

15%
39%

3%

35%

SURVEY FORMS PRINTS TRANSPORTATION SA WRAP TARPAULIN SA WRAP SIGNAGE

This graph shows the percentage of the materials needed in promoting the business which is
the Sa-wrap.