A MARKETING PLAN OF GOLDILOCKS COMPANY

Presented to

The Faculty of Entrepreneurship Department

Davao De Oro State College

Montevista Branch

Montevista, Davao De Oro, Philippines

In the Partial Fulfillment

Of the Requirements for ABM 4 Business Marketing

Jessie Mar P. Apoya

Fame Dianne Diaz

Hazel Kate D. Glinogo

Julie Ann A. Layaguin

Irish Mae P. Mallorca

James Warren O. Roa

 December 2024

1. EXECUTIVE SUMMARY

A marketing plan is a strategic document that describes how company will

engage with its target audience and accomplish its marketing goals. The company's

objectives are clearly stated at the outset, and then the market, industry trends, and

competitors are thoroughly examined. In order to define the target audience, this study

aids in identifying possibilities and challenges. Businesses may create resonant,

customized communications and campaigns by having a thorough understanding of the

needs, behaviors, and demographics of their customers. After that, the strategy lays out

the tactics to accomplish the precise, quantifiable goals it has set, such raising sales or

brand exposure.

Goldilocks is a leading bakery and food service provider known for its high-quality

cakes, pastries, bread, and Filipino delicacies. With a focus on traditional flavors and

modern culinary trends, the company aims to expand its market share by leveraging its

strong brand recognition, product innovation, and customer loyalty.

Mission, vision, and core values of the company

MISSION

● To make everyday a celebration.

VISION

● To be the leading Filipino brand that delivers superior quality baked goods and

food choices with the most heartwarming experience to every Filipino family.

CORE VALUES

● Integrity acts conscientiously and upholds honesty and moral conviction to do

the right thing.

Mastery performs tasks with evident mastery and applies proficient skills

techniques, or strategies.

● Passion to Perform demonstrates remarkable drive and motivation on the job

and commitment to high performance standards to deliver required business

results.

● Accountability connects one's own job responsibilities with overall

organizational goals and needs and upholds personal accountability at all times.

● Customer Focus addresses internal and external customer needs with great

and consistent concern and attention, and provides satisfaction for the customer.

● Teamwork functions as a team player and exercises cooperation and shares

skills and resources with others to achieve common goals.
 2. MARKETING GOALS AND OBJECTIVES

In order to sustain its dominance in the food and bakery sector, guarantee client

happiness, and broaden its market reach, Goldilocks, a well-known Filipino bakery and

food firm, has set marketing goals and objectives.

1. Increase brand awareness:

● Enhance Goldilocks' standing as a reliable supplier of traditional Filipino comfort

meals and baked good. Increase visibility both locally and internationally by

utilizing digital and conventional marketing channel.

2. Drive Sales Growth:

● Increase visibility both locally and internationally by utilizing digital and

conventional marketing channels.

● Make use of sales, discounts, and seasonal products to increase clientele and

income.
3. Expand Market Reach:

● To capitalize on the rising demand for Filipino food, open additional locations

in underdeveloped areas, such as foreign marketplaces.

● To improve accessibility, form solid alliances with retailers and franchisees.

4. Enhance Customer Engagement:

● Encourage a closer relationship with clients by using social media activity,

tailored marketing, and loyalty programs.

● To enhance product offerings and services, gather and act upon client input

on a regular basis.

5. Promote Filipino Heritage:

 Promote Goldilocks by highlighting its Filipino background and serving as a

cultural ambassador for Filipino cuisine and customs.

 Develop advertising strategies that highlight Filipino community, family, and

values.

6. Strengthen Digital Presence:

● To meet the growing demand for online ordering, make investments in

delivery services and e-commerce platforms.

● Utilize data analytics to improve marketing tactics and customize deals based

on consumer preferences.
 7. Sustain Operational Excellence:

● To ensure quality and consistency, concentrate on innovation in product

development and production procedures.

● To attract environmentally aware customers, emphasize sustainability projects.

By aligning these goals with its purpose to be "Filipinos” preferred partner for

celebrations and everyday meals," Goldilocks makes sure that its products continue

to play a significant role in family and community gatherings.

3. ORGANIZATIONAL PROFILE

Two Chinese Filipino sisters, Milagros Leelin Yee and Clarita Leelin Go, along with

their sister-in-law Doris Wilson Leelin, created Goldilocks on May 15, 1966. Drawing

inspiration from the fairy tale heroine, their sister Maria Flor proposed the moniker

"Goldilocks" to help mothers and children recall.

The origins of Goldilocks can be traced back to the women's cooperation and

complementary skills, which, along with their shared passion for delicious food, drove

the development of what is now a multinational corporation. Thanks to perseverance,

hard effort, and an unwavering dedication to complete customer satisfaction,

Goldilocks has grown to become the world's largest chain of Filipino-owned bakeries.

As a truly global brand, it now employs over 2,000 people and has grown to over 420

stores in the Philippines and other countries. Similarly, the P574 total sales on the
first day in 1966 have increased thousands of times. Even more remarkable is the

fact that Goldilocks is regarded by generations of Filipinos as a family tradition as

well as a brand. As it marks its 47th year, Goldilocks keeps bolstering its position as a

genuine Filipino Icon.

Goldilocks was named Outstanding Filipino Retailer in the Food Retail Category

in 2006 and was promoted to a Hall of Fame in the Bakeshop and Franchise

categories in 2010 by a number of award-giving organizations, including the

Philippine Franchise Association, Parangal ng Bayan, and the Consumer Union of

the Philippines, in addition to receiving the Super brand Seal of Recognition.

Additionally, the DTIPhilippine

Retailers Association presented it with the Outstanding Filipino Retailer Award in

the Food Retail category in 2006 and the Hall of Fame Award for Outstanding

Filipino Retailer in 2010. This demonstrates the sincere level of quality and

commitment that Goldilocks makes to both its goods and services.

4. CUSTOMERS

Goldilocks provides the best bread, pastries, cakes and other baked products for

main meals and desserts/snacks, so the primary target market consists of mother,

sweet toothed people, and young adults. Cakes are always present at parties and

Even on special occasions like birthdays, baptisms, weddings, and Christmas

Celebrations.
 Goldilocks is a cake brand that Filipinos are familiar with, and they make cakes for

any occasion and the ideal celebration present on the market. In addition to

providing delicious, reasonably priced Filipino dishes and recipes for main meals

(lunch and dinner) or merienda snacks, Goldilocks also sells ready-to-bring-home

cakes and pastries as well as customized made-to-order baked goods. Goldilocks

appeals to people who enjoy sweet foods, including candies and pastries, even

though its customers range in age from middle-class to middle-class earners since it

offers pricing that are both reasonable and, depending on the flavor and size, may

be significantly higher. As part of the analysis, we are dividing the market into

segments based on psychographics and demographics.

5. COMPETITION AND COMPETITIVE FACTORS

The Philippines is home to several renowned and proudly Filipino-owned bakeries,

including Delifrance, The French Baker, and BreadTalk, which are among the most

popular in the country. Notable establishments like Red Ribbon and Bizu Patisserie

are also celebrated for their exceptional offerings. Goldilocks, one of the first

bakeshops founded in the Philippines, has achieved remarkable success,

establishing numerous branches worldwide. Meanwhile, Red Ribbon, a direct

competitor of Goldilocks, also enjoys widespread popularity, offering similar products

through its extensive network of stores across the country.

 Goldilocks has grown into the largest Filipino-owned bakeshop globally, standing

strong for over 50 years despite various competitors emerging and fading.

Recognized as the Philippines’ leading bakeshop in the 1990s, the company

continues to innovate, striving to attract new customers while maintaining the loyalty

of its long-time patrons.

Table of Competitors

Competitor Locations Products Pricing it Marketing methods

Red ribbon Nationwide Cakes, pastries, bread, Moderate to TV commercials, social

and overseas Filipino premium
media ads, loyalty programs
delicacies, and party
and collaborations with food
packs
delivery services

Conti’s Nationwide Specialty cakes Premium Social media promotions,

bakeshop (Urban areas) (Mango bravo), bread,
pasta and email marketing,

partnerships with event

Filipino-European planners, and influencer

fusion dishes endorsement.
Mary Grace Metro Manila Cheese rolls, Premium to Social media, personalized
cafe and ensaymada, cakes, costumer services, and
provinces high-end
sandwiches, and online ads.

Filipino comfort food

Tousles Urban center Artisan breads, Premium Digital ads, social media
Jours contents, promotions during
cakes, and pastries
holidays and unique packing
with Korean inspired
designs.
flavors

Analysis of Competitive Factors

Factor Goldilocks Competitors

Product Quality Reliable quality with Competitors like Red ribbon and
traditional flavors conti’s offer

unique or innovative

products
Pricing Affordable to moderate Red ribbon is comparable, while
conti’s, Mary Grace and Tous Les
Jours cater
to higher income segments

Advertising Balance use of digital and Red ribbon excels in mainstream

adds; Conti’s and Mary Grace
digital leverage social media effectively.
Tous les Jours uses
visually engaging adds.

Customer Reach Nationwide branches and Mary Grace and Tous Les Jours
have more exclusive locations but
international
high brand loyalty. Red ribbon has
similar reach to Goldilocks.
6. ORGANIZATIONAL ANALYSIS:

PESTLE Analysis

1. POLITICAL

● 1.1 Government stability

● Goldilocks Rebates’ growth and development are supported by stable political

structures and institutions, which align with government preferences when the

rebate amount is ideal. Government stability enables the company to expand

domestically and internationally while fostering industry-wide development

through resource allocation.

● Political stability and strength facilitate smooth offshore business affiliations for

companies like Goldilocks Rebates. Stable governance attracts investors,

promoting business growth, infrastructure development, and enhancing the

country’s international reputation.

● 1.2 Tax policy

● Favorable tax policies and government subsidies enable businesses like

Goldilocks Rebates to expand and stay competitive by reducing operating costs.

 ●
● Favorable tax policies help businesses like Goldilocks Rebates grow, reduce

operating costs, and offer competitive pricing to consumers. This growth

contributes to economic value creation for the country.

● 1.3 Competition regulation

● It is critical that political and governmental organizations keep an eye on industry

competition. This will guarantee that businesses are employing business

methods and plans, as well as fair play for their products.

Competition regulation supports local business growth by monitoring and

restricting imports while protecting the rights and interests of all stakeholders

involved.

● 1.4 Trade blocks

● Trade blocs and treaties benefit companies like Goldilocks Rebates by reducing

resource and operating costs while increasing access to skilled talent.

● Trade blocs help companies like Goldilocks Rebates improve product

accessibility, build strong cross-border industrial ties, and gain access to

advanced knowledge and technology.

2. ECONOMIC

● 2.1 Inflation rate

●
● A moderate inflation rate supports the growth of companies like Goldilocks

Rebates, boosts consumer confidence and spending, increases disposable

income, and strengthens the economy.

● Higher inflation reduces disposable income, harming businesses and consumer

confidence. Lower inflation boosts disposable income, increasing

competitiveness, but could lead to unethical price wars that exploit consumers.

● 2.2 Interest rate

● A moderate interest rate enables businesses like Goldilocks Rebates to take

loans for growth, development, and infrastructure building.

● Moderate interest rates encourage personal loans, boosting consumer

purchases and consumption, which in turn increases sales and business growth

for companies like Goldilocks Rebates.

● 2.3 Consumer spending trends

● Higher consumer spending trends benefit companies like Goldilocks Rebates by

driving increased purchases and product consumption.

● Higher consumer spending reflects increased purchasing power, boosting

consumption and economic health. These trends are influenced by product

 ●
quality, marketing, and economic factors like inflation, interest rates, and

unemployment

● 2.4 Unemployment trends

● Higher unemployment reduces disposable income, negatively impacting

companies like Patagonia Gold Plc. It may also indicate a labor skills gap,

leading to higher prices as businesses incur additional costs for importing labor.

3. SOCIAL

● 3.1 Demographics

● A higher proportion of the younger population benefits Goldilocks Rebates by

expanding the consumer base and providing a skilled, educated workforce,

enhancing the talent pool.

● A moderate to high middle class is crucial for Goldilocks Rebates, as they serve

as loyal consumers and brand ambassadors, encouraging younger generations

to become loyal customers.

● 3.2 Education

● A higher education is beneficial for Goldilocks Rebates Complying with

Government Wishes Only When Rebate Amount Is Just Right because it results
●
in a more talented, skilled, and knowledgeable workforce, enhancing the

company’s talent pool.

● Higher education leads to more informed consumers who are mindful of their

purchases and consumption patterns. This benefits Goldilocks Rebates

Complying with Government Wishes Only When Rebate Amount Is Just Right by

giving it a competitive advantage due to its unique positioning.

● Higher consumer awareness leads to a preference for quality, with consumers

understanding product promises and performance. This fosters repeat

purchases, giving Goldilocks Rebates Complying with Government Wishes Only

When Rebate Amount Is Just Right an advantage due to its focus on quality.

3.3 Family size and structure

● The family structure and size influence purchase frequency and consumption

patterns. Goldilocks Rebates Complying with Government Wishes Only When

Rebate Amount Is Just Right primarily targets nuclear families, typically with two

older children and sometimes a younger one.

● Parents are the key decision-makers, though they consider their children’s

suggestions. They are influenced by marketing, store reviews, and

recommendations from friends and family. Therefore, Goldilocks Rebates

 ●
Complying with Government Wishes Only When Rebate Amount Is Just Right

uses both push and pull strategies to attract them.

● 3.4 Health consciousness

● An increasing number of consumers are adopting health and wellness trends,

influencing their purchasing decisions. Goldilocks Rebates Complying with

Government Wishes Only When Rebate Amount Is Just Right has incorporated

health features in its marketing and products based on consumer research and

behavioral assessments.

● In response to growing health consciousness, Goldilocks Rebates Complying

with Government Wishes Only When Rebate Amount Is Just Right has formed

collaborations and launched CSR initiatives that focus on physical, mental, and

emotional well-being.

4. TECHNOLOGICAL

● 4.1 Technological infrastructure

● The country has a strong technological infrastructure with rapid advancements.

Businesses like Goldilocks Rebates Complying with Government Wishes Only

When Rebate Amount Is Just Right are adopting technological upgrades and

innovations to enhance efficiency and effectiveness.

●
● High innovation rates across industries make companies like Goldilocks Rebates

Complying with Government Wishes Only When Rebate Amount Is Just Right

competitive and progressive. Improved technological infrastructure also attracts

foreign direct investment, driving further development.

Improved technological infrastructure attracts foreign direct investment, driving

further development. This gives Goldilocks Rebates Complying with Government

Wishes Only When Rebate Amount Is Just Right a competitive advantage in

technological advancements, enabling the business to actively participate in

innovation processes.

● 4.2 internet penetration

● The country has high internet penetration, with most of the population owning

smartphones and having access to computers. This widespread internet use

reflects a progressive, educated population, benefiting Goldilocks Rebates

Complying with Government Wishes Only When Rebate Amount Is Just Right.

● Goldilocks Rebates Complying with Government Wishes Only When Rebate

Amount Is Just Right leverages high internet penetration to reach consumers,

gather feedback, and enhance marketing strategies. This has helped improve

product quality, delivery, and enabled strategic communication and marketing

efforts.
●
● 4.3 Use of social media

● The youth and middle-aged segments of the population actively use social media

for connectivity. Businesses like Goldilocks Rebates Complying with Government

Wishes Only When Rebate Amount Is Just Right are increasingly utilizing social

media to gather consumer data and information.

● Goldilocks Rebates Complying with Government Wishes Only When Rebate

Amount Is Just Right uses social media to interact with customers, gather

feedback, and promote products. The company also utilizes social media for

recruitment, reflecting changing trends in the business community.

● 4.4 Investment in R &D

● High local and international investment in the country’s technological R&D

advances industries by providing more flexible and effective business operations.

This increased investment and research has also led to a higher rate of

innovation.

● Businesses benefit from innovation and development, driving industrial growth

and enhancing global competitiveness. Individual companies like Goldilocks

 Rebates Complying with Government Wishes Only When Rebate Amount Is Just

Right build a strong competitive advantage through adaptation.

5. ENVIRONMENTAL

● 5.1 Recycling

● There is a growing focus on environmental sustainability and recycling, with

consumers demanding better disposal options and recycled products. Goldilocks

Rebates Complying with Government Wishes Only When Rebate Amount Is Just

Right has launched recycling disposal sites and introduced a new product line of

recycled items for consumers.

● 5.2 Waste management

● The country has strict waste management regulations. Goldilocks Rebates

Complying with Government Wishes Only When Rebate Amount Is Just Right

should register with waste management authorities to comply with regulations,

maintain checks, and avoid future issues.

● Goldilocks Rebates Complying with Government Wishes Only When Rebate

Amount Is Just Right already has a controlled process in place for managing and

disposing of waste in an environmentally friendly manner, supporting

sustainability.

● 5.3 Green consumption

 ● The growing awareness of environmental sustainability has led to a rise in the

green lifestyle, with consumers preferring environmentally friendly products and

services. Companies, including Goldilocks Rebates Complying with Government

Wishes Only When Rebate Amount Is Just Right, are introducing green products

and engaging in regular environmentally friendly CSR activities.

● Goldilocks Rebates Complying with Government Wishes Only When Rebate

Amount Is Just Right has launched a green product line, with plans to gradually

expand its role in environmental sustainability. The company also partners with

suppliers and distributors who adhere to strong environmental sustainability

principles.

● 5.4 Renewable energy investments

● The country is gradually transitioning to renewable energy across industries to

reduce environmental impact and carbon emissions.

● Goldilocks Rebates Complying with Government Wishes Only When Rebate

Amount Is Just Right, along with industry peers, is increasingly using solar

energy and hydro power for operations. The company owns a small-scale hydro

plant to support its manufacturing processes.

6. LEGAL

● 6.1 Health and safety law

● Strict regulations govern employee health and safety at the workplace, with

associations regularly monitoring businesses to ensure the implementation of

safety measures, drills, and precautions.

● Goldilocks Rebates Complying with Government Wishes Only When Rebate

Amount Is Just Right prioritizes the physical, emotional, and mental well-being of

its employees, continually striving to improve workplace safety and health.

● 6.2 Employment laws

● Countrywide regulations require businesses to establish legal employment

contracts, authorized by government bodies, covering all aspects of employment.

These contracts ensure healthy relationships between parties and prevent

misunderstandings or collusion.

● Goldilocks Rebates Complying with Government Wishes Only When Rebate

Amount Is Just Right follows employment laws and informs employees during

recruitment. The HR department also conducts regular workshops and training

sessions to educate employees about employment laws and legal formalities.

SWOT ANALYSIS

• Strengths

• Focused on customer needs

• Strong expertise in a niche market

• Appealing customer demographic

• Encourages healthy living

• Fully customizable offerings

• Specializes in unique food options

• Emphasizes local, organic, and seasonal ingredients

• Can tailor themes for various events

• Pet-friendly services available

• Convenient for customers

• Child-friendly environment

• Offers international cuisines (Asian, Mexican, American, Indian)

• Employees are well-trained across multiple roles

• Weaknesses:

• Large variety may overwhelm or confuse some customers

• Primarily targets the 20-40 age group, middle to upper-class, young professionals

• High operational costs

• Limited market presence

• Lacks a clear “core competence”

• Opportunities:

• Significant investment potential

• Attractive option for joint ventures to expand market reach

• Absence of major competitors presents opportunities for rapid growth

• Potential in the online market

• Population growth offers increased demand

• Threats:

• Rising food and supply costs could impact profit margins

• Economic downturns (e.g., recession)

• Shifting consumer preferences

• Shortage of skilled labor

7. MARKETING STRATEGY • Products and product strategies

Positioning

Goldilocks positions itself as a trusted provider of delicious, high-quality Filipino

baked goods and snacks that evoke nostalgia and family bonding.
Marketing Mix (4Ps)

Product: Core offerings include cakes (e.g., celebration cakes), pastries, bread,

Filipino delicacies, and party platters. Seasonal items and customization options

(e.g., themed cakes, limited-time flavors). Ready-to-eat meals and snacks (e.g.,

palabok, dinuguan, lumpia) complement their baked goods.

Price: Competitive pricing to cater to middle-income families while ensuring premium

options for special occasions. Discounts, bundling promotions, and loyalty programs.

Place: Extensive store network across the Philippines and international branches

(e.g., in the U.S. and Canada). Availability in supermarkets and partnerships with

delivery platforms (e.g., GrabFood, Foodpanda).

Promotion:

Traditional advertising (TV, radio, and print ads). Digital marketing campaigns on

social media platforms like Facebook, Instagram, and YouTube. Partnerships with

influencers and collaborations with local brands. Seasonal promotions (e.g.,

Christmas hampers, Mother’s Day campaigns).

Product Strategy
Product Development: Consistent introduction of new products while retaining

classic bestsellers like ensaymada, mamon, and polvoron. Focus on improving

packaging for better shelf life and gifting appeal.

Customization: Cake personalization options for birthdays, weddings, and other

celebrations. Cultural Relevance: Incorporating Filipino traditions and flavors (e.g.,

ube, pandan, buko pandan). Highlighting Filipino heritage in branding and

storytelling.

Implementation and control

Implementation Plan

Production: Use of high-quality raw materials sourced locally whenever possible.

Standardized baking processes to ensure product consistency across all branches.

Distribution: Expanding outlets in key urban and suburban areas domestically and

internationally. Strengthening online delivery services to cater to tech-savvy

consumers.
Promotions: Launching campaigns during key Filipino festivals and events (e.g.,

Sinulog, Pahiyas). Enhanced digital presence with engaging social media content,

contests, and promos.

Customer Engagement: Active engagement on social media through user-generated

content and personalized responses. Expanding loyalty programs for repeat

customers.

Control and Monitoring

Key Performance Indicators (KPIs): Sales growth across product categories and

geographic regions. Customer satisfaction metrics (e.g., Net Promoter Score,

reviews). Market share within the bakeshop and food delivery categories.

Quality Control: Regular inspections and audits of stores and production facilities.

Customer feedback mechanisms for product and service improvement.

Marketing Performance: Monitoring digital campaign analytics (e.g., social media

reach, engagement rates). Evaluating ROI of promotions and partnerships.

Innovation Review: Regularly assessing the success of new product launches.

 Adjusting offerings based on trends and customer preferences

8. MARKETING BUDGET

Goldilocks Budget Million ($) Probability of

Achievement

Individual Sales Quotas $ 13.2

Sales Quota $ 12.0 30%

Revenue $ 10 50%

Expenses $ 12 50%

Contingency $ 1.0

Total expenses $ 13.0

Operating Profit $ (3.0) 70%

Sales Quota + 10%