Conveying Convenience to

Community: A Marketing
Plan of Fresh n’ Fetch
Service Business
 Welcome to
Fresh n' Fetch!
 introduction
The green gives hope as well as it indicates and symbolizes a sound and healthy
wellbeing. The logo color is mainly focused on the shades of green which clearly gave
the top management an idea to the organization’s mission, vision and sole purpose
which is to serve the citizens fresh vegetables and food that leads to an individual’s
healthy lifestyle, youths and adults alike. In further discussion, the van within the circle
shows and tells about the transportation that will be used to deliver the fresh goods,
and to keep it fresh and clean upon the delivery to the household’s address. To even
catch the potential customers’ attention, the slogan is embedded into the logo design
which says, “Fresh n’ Fetch, Your Fresh Leading Edge.” Overall, the brand perceived
an emotional corporate image as a whole; the identity visualizes the aspects that form
part of the overall brand, and the logo design identifies the business in its simplest
forms. Hence, this makes Fresh n’ Fetch integrate with human social terms and
lifestyle.
What is
Fresh n' Fresh n' Fetch's focus is delivering fresh products available from the
marketplace. Customers can either message or call to inform the
business of the specific products they need to obtain from the

Fetch? marketplace. Furthermore, the business also made an app that the
customers can also utilize for convenient shopping and ordering. The
customer acquires these products through the business and the
person in charge delivers them in front of the customer's doorsteps
where they will be informed of the total amount they need to pay. The
delivery will start its operation at a subdivision and the neighboring
subdivisions within a specific area. However, as the business grows, it
is possible that it will not limit its operation in a specific area only. It will
be open to offer delivery services to any citizen of Bacolod who are
interested in acquiring the service. It has been known that most people
can’t visit fresh marketplaces to purchase their goods and products.
Homeowners who live far from these stores are unable to conveniently
buy fresh produce because of the restrictions and health protocols
implemented by the government. Thus, Fresh n' Fetch lends their hand
and services to the people.
OBJECTIVES

1. To boost the consumption of fresh

produce and increase the nutritional and
health outcomes of vulnerable groups.

2. To foster neighborhood relationships and

to provide local homeowners a convenient
way to access fresh and raw supplies from
the market.

 OBJECTIVES
3. To ensure a healthy and favorable eating
experience without the hassle of traveling or pre-
planning.

4. To launch an affordable but professional,

hygienic, and attentive service aid for home
delivery customers.

5. To develop new and improved solutions for

inconveniences that consumers have experienced
during the pandemic, and in normal situations.
MARKET
DEMOGRAPHICS
For the market demographics, part of Barangay Mansilingan (Handumanan Road Access) has been divided
into three zones by Fresh n’ Fetch.

The subdivisions belonging to Zone 1 are the following: (1) Forest Hills and (2) Grandville Phase 1 & 2. On the
other hand, these are the Subdivisions in Zone 2: (1) East Homes 4, (2) East Homes 5 and (3) East Homes 6.
Lastly, (1) Kabugwason in Zone 3. The photos inserted show the map of Barangay Mansilingan and the
boundaries of each zone.
DEMOGRAPHICS
Generation X (Ages 41-56)
Adults, or sophisticated individuals from Generation X will be
one of the key targets of the business. The target market of the
marketers is expected to be between the ages of 41-56, and the
individuals can be of any gender.

Baby Boomers (Old age persons)

The elderly are either unable to go out on their own or are
limited due to the high risk of developing serious symptoms if
infected with the virus. That is why the elderly are another important
target of the Fresh n' Fetch. Everyone less or above the age of 60,
regardless of gender, will be one of the primary targets of the
business.
 OUR COMPETITORS

GRABFOOD
FOODPANDA MAXIM
he strengths of GrabFood include social media app
The strengths of Maxim include very
features, premium and reward benefits, and a variety
The core strengths of Foodpanda include their cheap fees and are more accessible to
of payment methods. Just like Foodpanda,
excellent platform, global operations, and cheap provinces located in the Visayas and
GrabFood also has a good delivery service,
fees. Their service is available to all customers Mindanao region. Maxim mostly lends
although it’s much more expensive and delivery time
through the use of mobile applications and sites. their services in places that are not
takes longer than the former. GrabFood prides
At the same time, Foodpanda caters to almost all really accessible by other food delivery
themselves on their mobile app which includes
countries which makes them a renowned global businesses. Furthermore, Maxim’s
various benefits that aren’t solely for GrabFood but
brand. They also have quick delivery services as delivery fees are really cheap with the
for the entire Grab brand. Because of this, they have
their orders usually take only 30-50 mins or even minimum of Php 10.
premium and reward points that customers can use
less.
for food delivery, transportation, etc.
POINTS OF DIFFERENCE
The difference between this business to other businesses is that our
business focuses on marketplaces that sell fruits and vegetables. The
hassle-free service that Fresh n’ Fetch offers is one of its leads to other
services. Also, unlike other services that focus on the meals, this business
focuses more on the products that local dry marketplaces offer. Since this
business does offer only fruits and vegetables, it does not have that much of
the competition to other delivery services which is considered to be an edge.
As we identified the competitors of the business in this industry, after
thorough analysis, it is seen that pricing is one of the factors which
customers look into carefully and one of the basic criteria a consumer takes
into account. Because of the high pricing, consumers are discouraged from
purchasing vegetables at the supermarkets and grocery stores as well as the
hassle of traveling. On the other hand, some primary competitors increase
the marked-up price from its original price to have more profit to gain. With
this idea in mind, the Fresh n’ Fetch has taken up its advantage when it
comes to low pricing with high quality of vegetables and the all-around
selling within the target location.
SWOT ANALYSIS

The mobile food industry is still small in the Philippines and usually
evident only in rural areas within the country. Consumers prefer to buy
their vegetables and fruits either at supermarkets or dry markets
especially in urban areas. Yet due to the pandemic, the normal
tradition of buying vegetables changed. As the country implements
mandatory social distancing and restriction of non-essential
movements of the public as well as operations of business services,
consumers have utilized the digital world and have turned to online
food delivery services to cater their daily food supplies in their
households. Hence, these people, especially those who are living
inside the subdivisions which are part of the target market, would be
the main focus of the Fresh n’ Fetch business.
 MARKETING
STRATEGIES

Furthermore, the Fresh n’ Fetch will perform an undifferentiated marketing strategy in which
SEGMENTATION it will help the food delivery service to serve a wide variety of customers. It is taken into
account that this will be beneficial in adapting to certain changes in the target market,
leading to a high change of possibility in increasing the profit.
The target market will be segmented according to geographic and
demographic in which customers are divided into their location,
specifically the subdivisions within Mansilingan Area. Also, the age of
customers who are availing the services are based on their working-
age, attitudes, and elderly population, the Millennials and Baby
Boomers. These generations are most likely value health, TARGETING
convenience and practicality. As well as their purchasing power in
which the target customers can be from lower middle class, middle-
income class, upper-middle class, and high income. Hence, the
higher the level of personal income, the higher the demand for the
products or service.

POSITIONING
Lastly, the user-based and use-based positioning will be utilized to ensure that the service are relevant and
are addressed, giving a positive impression to its target customers. Fresh n’ Fetch will position itself as a
reasonably priced food delivery service that offers innovative and convenient services to customers. Thus,
the objectives of the food delivery service center and align on the idea of convenience, health, and innovation.
MARKETING MIX

A. Service
Fresh n' fetch offers a service that is designed to make purchasing and/or
accessing fresh products available from the market easier, faster, and more
convenient without the hassle of traveling or prior planning. Due to the
emergence of the digital era and the unprecedented COVID-19 pandemic
that forced people to adjust digitally, this service is available and can be
accessed through mobile and online social media sites. Fresh n’ Fetch will
purchase the ordered product/s from the sellers or merchants in the market
that is closer to the customer’s location, and the product/s will be delivered
directly to the customers via motorcycle delivery vehicle and a delivery fee
will be charged.
MARKETING MIX

B. App Features

The brand possesses unique

application features that will aid the
customers in navigating through the
application. One of the main features is
the user-friendly interface. The app also
has a live tracking feature to track the
orders that are being delivered.
MARKETING MIX
C. Price
The direct cost of Fresh n’ Fetch includes the costs that
the business would incur to make the delivery service. In
this case, this includes the variable costs like the vehicle
operation expenses and the budget allocated for the
riders that would be reimbursed once the customer pays
for the food upon delivery. For the entire year, the
estimated cost for the vehicle is Php 48,000 and the
gasoline is Php 60,000 while the rider budget is Php
24,000. The rider wages are also included which is
estimated to be Php 120,000 for the first operating year.
Furthermore, the indirect costs include fixed costs like
taxes, insurance, licenses and permits and the delivery
software. The costs in pesos are Php 24,000, Php 36,000,
Php 3,000 and Php 72,000 respectively. Other
miscellaneous fees and contingencies are Php 42,000
and Php 60,000.
MARKETING MIX

The company does not have a fixed total price for the
services to be rendered since the prices are dependent
on the merchant and the percentage of sale value Fresh n’
Fetch receives through the agreement. Similarly, the
prices may also vary depending on the costs accumulated
by the business. However, the business has a delivery fee
of Php 49 for orders within their coverage area with
additional 5% service fee. The charges may still vary
depending on the location of the customer.
MARKETING MIX
C. Promotion

Fresh n' Fetch delivery services will be advertised on social

media platforms, specifically, Facebook and Instagram. We
will have a Facebook and Instagram page wherein people
can engage with us by commenting on their experiences
and feedback, as well as sharing content about our service
to other people. Through these pages, they can message
or call us personally if they are interested in acquiring our
service or have questions regarding the service. They can
also message us about their concerns regarding our
service. Not only can we directly communicate with them,
but we can also collect information based on their
experience on what needs to be improved for us to give
them the service they will be satisfied wit
MARKETING MIX

D. Placement
Fresh n’ Fetch’s target market are adults who are mostly busy and senior citizens who are
unable to go to marketplaces not just because of the coronavirus but also because of
their weaker bodies. The location is Barangay Mansilingan of Bacolod City which is divided
into subdivisions: namely the East Homes 4,5,6, Forest Hills Subdivision, Hillside
Subdivision, Grandville Subdivision. From these subdivisions, the potential market volume
is 1,750 homeowners with a potential market value of Php 348,250. The homeowners are
exactly Fresh n’ Fetch target customers and with an estimated 1,750 homeowners that
would engage in the business, orders for the delivery service are expected to be high.
The higher the number of orders from these customers ensures profitability for the
business. What the business will have to focus then is to retain these customers.
DISTRIBUTION
CHANNEL
The service Fresh n’ Fetch offers is purchasing fresh products
from the marketplace in place of the customers. The
customers will only give the lists of the products to be bought
and wait for us to purchase it for them and deliver it to their
doorsteps. The products will be directly purchased from the
vendors of the specific products in the marketplace. Fresh n’
Fetch is neither a wholesaler or a retailer, it just acts as the
medium for the customers to purchase products from the
market. Its job is to deliver the products to the customers.
However, it is important to note that it’s important for Fresh n’
Fetch to be somewhat directly connected to the vendors from
the market. The concern that the business can possibly face is
that orders for certain products are high and the supply is not
enough to provide for all. Although it’s not Fresh n’ Fetch’s
fault, it would still negatively impact the business. Through
direct contact with the vendors, the business will be aware of
the available supply and can inform the customers beforehand
or find it from a different market.
REFERENCES
Bhasin, H. (2019, September 3). SWOT Analysis of Foodpanda. Marketing 91. https://www.marketing91.com/swot-analysis-of-foodpanda/
Foodpanda. (2020). Panda Riders. https://pandariders.sg/uncategorized/new-product-features/

Frequency of ordering food from food delivery apps in the Philippines as of August 2021. (2021, December 1). Statistica.
https://www.statista.com/statistics/1140739/philippines-frequency-of-using-food-delivery-apps/

Krishnamoorthy, S. (2016, January 5). Marketing Plan of Foodpanda [Slides]. SlideShare. https://prezi.com/kctxymkt22ov/marketing-plan-of-foodpanda/

Maxim. (2021). Taxi Maxim. https://taximaxim.com/ph/delivery/

Milne, A. (2019, June 17). Building an On-Demand Food Ordering App: 7 Essential Features. Net Solutions. https://www.netsolutions.com/insights/essential-
features-food-ordering-apps/

Rachana, R. (2021, March 23). 4 online menu pricing strategies to optimise for gro
wth. Flipdish. https://www.flipdish.com/gb/resources/blog/online-menu-pricing-strategies-to-optimise-for-growth

Robinson, M. (n.d.). Calculate the Costs of Offering Delivery. Onpoint. https://www.speedlinesolutions.com/blog/costs-of-delivery

Samuel. (2021, August 31). Grab SWOT Analysis- And Competitors. How I Got the Job. https://howigotjob.com/swot-analysis/grab-swot-analysis/

Uppaluri, S. (2019, January 31). Marketing plan for GrabFood. Sravanti Uppaluri. https://medium.com/@sravanti.uppaluri/marketing-plan-for-grabfood-
164e27e4a588

Zoleta, V. (2021, July 23). Foodpanda vs GrabFood: Which Food Delivery Service is Better? Money Max. https://www.moneymax.ph/personal-
finance/articles/foodpanda-vs-grabfood
 So what are you
waiting for?

Choose Fresh n'

Fetch
“Fresh n’ Fetch,
Your Fresh
Leading Edge.”